Developing an effective public relations strategy should be an important consideration for a property management business once it reaches a certain size and has clarified its larger business goals and ambitions. PR covers a range of objectives and actions that includes media relations, content creation, social amplification, thought leadership development and news generation.
It is often quoted that Bill Gates apparently once said, “If I was down to my last dollar, I’d spend it on public relations.” Clearly, Bill knows a thing or two about building a brand, but why the strong emphasis on PR?
Essentially, PR helps a business to tell its story in a way, and through a variety of trusted sources, that will engage, attract and retain an audience.
In the words of David C. Baker, “There is business in expertise”.
There has always been something very intriguing to me about being a ‘subject matter expert’ over being a generalist. The process of digging deep into a vertical rather than merely gracing the sides of a horizontal is interesting to me. There is real excitement in detail.
First. Public Relations is not just about press releases. It’s also not even just about securing coverage. Public Relations is a management function that is concerned with strategic communications to build mutually beneficial relationships between an organization and its audiences, or ‘publics’.
I’ve been to Paris many times, and the City of Light has never failed to impress upon me that she really is truly Magnifique. I’ll never get tired of the absolute awesomeness of La Tour Eiffel, especially sparkling at night and spotted through the glass roof of a riverboat on the Seine, as we enjoyed on the Monday night of the VRMA European Conference.
PR and marketing communications have always been about finding and reaching audiences who are likely to buy your product and then encouraging them to do so. Simple really.
I adore this time of year with its promise of change, transformation and chance for reflection. During the ‘in between’ week of Christmas and New Year, I traditionally do an ‘inventory’ of both my personal and business life. There is something about the ‘twilight zone’ of this week, when most businesses and people are on pause mode, that just feels so right for taking stock.
Fresh on the tails of the VRWS in Florence, I’m on another flight back, heading home from another conference, reflecting once again on the state of the international vacation rental industry.
Tonight’s flight is from Orlando, and this week’s conference was the excellent Vacation Rental Management Association’s annual National.
I am writing this on my way home from Florence after the two-day Vacation Rental World Summit which is organised and hosted by Antonio Bortolotti. After two full days and fun nights of vacation rental immersion – I’ve now had some time to reflect on the weekend from the comfort of my EasyJet seat.
This weekend, People magazine posted a short article entitled “Kendall Jenner Reveals Her ‘Love’ for Vacation Rental Houses: ‘I Get a Better Vibe of the Location’”. In the article Jenner states that she often prefers VR’s over hotels, because, despite the lack of room service, she just prefers the ‘vibe’ of staying in a home.
I was very happy to contribute an article on developing a successful PR strategy for the latest issue of VRM Intel – Summer 2017.
You can read the article and the rest of the magazine at the link here.
Clearly PR can impact the ‘awareness’ stage of buying a stay in a vacation rental. PR definitely has a strong role in the ‘consideration’ stage when a potential guest is researching for the perfect place to stay. But how about when a guest is actually ‘purchasing’ their stay? Can PR improve ‘loyalty’ and foster returning guests?
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