If you are considering adding PR to the marketing mix for your vacation rental business, then here are 5 questions to ask before you hit the ‘go’ button.
What’s the point?
For any successful plan or activity, it’s always a smart idea to look to the end first and really know what you want to achieve and where you want to go. Embarking on PR is no different. For all successful PR campaigns, thought needs to be put into what the overall desired outcome is. Otherwise, what’s the point?
Have you got a plan?
Once you know your destination, you then need to work out the road map of how you are going to get there. Are you clear on who you want to reach, what you are going to say and how you are going to say it? In order to help you formulate a plan and ensure that it is realistic, it’s a good idea to jot it down and work with a timeframe and task list.
Are your ducks in a row?
Before you begin, have you got all your ducks in a row? Is your vacation rental business media friendly? Do you have a good selection of high resolution/print quality images to hand? Think travel magazine quality. You wouldn’t expect to see fuzzy, badly taken photos in a travel feature – so make sure you don’t offer them. Content is king when it comes to PR. In our visual obsessed society, images are fundamental to success. A good/bad image can win/lose an opportunity.
Have you got a story or news?
Sometimes you will have a story and sometimes you will have news. Learn to know the difference. News, without being too obvious, is having something that is new and newsworthy. For a vacation rental business, this might be developing in a new region, buying a competitor or increasing inventory dramatically. Or it might be about ‘piggy backing’ on general news that is relevant. Perhaps new flight routes to your region, a big local event or a happening trend. A story is an angle or hook that can be used to entice and hold the interest of a reader. A vacation rental business is more likely to be rich in stories rather than news.
Are you prepared for the Long Game?
Do you have a good understanding that successful PR is something that is achieved over a period of time? It’s rarely a quick win solution. Reputations and relationships are developed and built on trust and consistency and not made overnight. Also – planning and executing a campaign requires thought and patience. Ask yourself – are you prepared to allow things to have the time to gain momentum?
These are some of the key questions to ask yourself before you embark on PR activity. Taking the time to answer them will increase both your output and success rate.
If you would like to speak to us about PR and how we work, please don’t hesitate to get in touch.