An effective marketing plan consists of many components � advertising, direct mail, online activities, trade shows, events, direct sales and public relations.  Why does PR get top billing?  Because it is the one medium that has the least likelihood of being tuned out.  We�re all assaulted by advertising messages at every turn and even ATM machines and gas pumps have gotten into the act recently.  Advertising will always be an important tool in your marketing toolbox, but relying on it as your sole communications vehicle will not provide you the results you seek.  For example, remember that really funny TV ad you saw recently?  What company was it for?  If you can�t remember, it is a safe bet that your guests can�t either.

One of the most effective ways to cut through the clutter is through a strategic use of public relations, and more specifically, media relations.  When the media does a story on your property, it serves as an independent third-party endorsement.  The potential guest reading the article, listening to the radio show or watching the TV news knows that you didn�t pay for that coverage.  They understand that a media representative thought the story important enough to share, which automatically elevates you to a higher level of interest and importance.  The media drives corporate reputation and you can�t place a dollar figure on that type of support.

Public relations is also a relatively low cost means to garner interest and capture mind share.  To a large extent, your only capital expenditure will be the time involved.  But before you set off to conquer USA Today�s travel editor, first take the time to figure out who you are trying to reach.  Are you looking to reach meeting planners?  Leisure guests?  Other industry leaders?  Business travelers?  Once you figure out who your audience is, it becomes easier to form a plan of attack.  Secondly, don�t overlook the media who live in your own backyard.  No matter what the size of the city your property is in, there are newspaper and magazine writers, television and online reporters and radio personalities who are all looking for interesting stories to cover.  While attracting the attention of USA Today may seem much more glamorous, getting a large feature story in your local paper might result in increased bookings much faster than a smaller article in a national publication.

Once you have outlined the appropriate media representatives, take some time to read what they write and listen to what they say.  Familiarize yourself with their interests, writing styles and topics they cover so that when you approach them, you can have a two-way dialogue.  The number one complaint from reporters centers around public relations practitioners who are unfamiliar with either their publication or beat.  

FAM trips have long been the staple of the hospitality industry and as a result, don�t always show a positive ROI.   Go a step above and beyond the travel writer to figure out what about your property is newsworthy.  Keep in mind that just because you think it is newsworthy, does not always mean the media will.  Ultimately, reporters and editors determine what constitutes news.  By definition, news is new developments.  News is not a substitute for advertising, so gratuitous self-promotion is self-defeating.  

Start by asking the following questions.

• Have you just completed a renovation, addition or upgrade?  
• Have you added personnel, changed menus or developed a special rate package?      
• Has your property or personnel won awards?
• Is there something your property does that other properties can learn from?
• Are you partnering with the local community for a charity event?
• Has your chef created a signature dish that he can share?
• Does your golf pro have practical how-to tips for avid golfers?
• Is there something out of the ordinary about a member of your staff?  For example, did your marina director give up a position as a high-powered lawyer to follow his passion?
• Do you have personnel with a wealth of knowledge on a particular topic and who are willing to serve as expert resources?

Once you have uncovered topics and stories that you think the media might be interested in, contact them.  For major news announcements, craft a press release; but often for softer news stories, a letter, e-mail or phone call outlining your idea will suffice.  As you begin to disseminate your ideas, be sure to include the smaller, regional newspapers, and TV and radio stations.  Positive stories in a myriad of media outlets will continually add credibility to your messages.  Even if the reporter is not interested in your current idea, stay in touch with future news announcements and further ideas.  However, contact reporters judiciously.  A busy reporter may not welcome a weekly call to �chat.�  Establishing yourself as a valuable resource with specific reporters will go a long way in securing future inclusion in his/her stories.  

Properties who have mastered media relations create top of mind awareness within their target audiences, which can result in increased revenues.  Overall, public relations has taken on a new level of importance as properties strive to stay competitive in an increasingly down turned market.  Although often viewed as an intangible asset, a property�s reputation and corporate brand must be leveraged to its fullest extent in order to ensure future success.