In most industries, jargon is used as a shortcut for communication. PR is no different. The terms ‘PR strategy’ and ‘PR campaign’ are closely linked but often used interchangeably. However, they have very different meanings.
So what’s the difference between a strategy and a campaign in PR? When your PR agency says they have masterminded a plan for your short-term rental business, what does that actually mean?
As a public relations specialist, I often urge the businesses I work with to provide us with data, which we can use to build media stories. It’s not enough to say, ”we are the best company in the world at X,Y and Z”. You need to show your audience, and the best way of showing is by backing up your claim with facts.
As a small PR agency and consultancy, Abode PR doesn’t have deep pockets. Marketing spend is something that must be very carefully considered. Most new clients come from referrals or after having developed a relationship as a result of speaking at an industry event, or through articles I write. Advertising and sponsoring just isn’t our thing.
We can look at minimizing risk not only at a property level but also from the perspective of ‘future-proofing’ both on an individual business level, and an industry level. By ‘future-proofing’ I mean ensuring that the vacation rental industry continues to be successful in the future; as and when situations change.
Distinguishing your business from the crowd is one of the fundamental challenges for business strategy for any property manager. There are a ton of books and advice available out there to help businesses of all kinds both create and maintain an advantage in order to attract and keep customers.
I’ve worked in the larger travel industry for over 20 years, and during that time I’ve witnessed a great deal of ‘disruption’, as well as much stagnation.
I remember when airline tickets used to be mailed out to us to send on to customers and were sometimes even handwritten. And honestly, I’m really not that old!
Having a Thought Leadership strategy is a fundamental tool for B2B public relations with most companies looking to develop their public-facing expertise strategically as a way of gaining a competitive edge. However, it’s a strategy that is less synonymous with consumer-facing brands but can still work very well as a tactic for a property manager with a clear knowledge of related topics.
There’s been a thread running on social media recently asking the question, ‘Who are the influencers for the vacation rental industry?’ It’s an interesting question and there are some obvious answers, as you might expect.
The vacation rental industry has some very smart people who are not afraid of voicing solid opinions and sharing their insight with us.
Improving and defining ‘Guest Experience’ is a hot topic for the vacation rental industry right now and rightly so. Our industry has historically suffered from a poor reputation for providing inconsistent standards of customer experience
In any industry, when your head is firmly tucked in a vertical, it is easy to exist in a bubble or silo mentality and think that your industry is the only one. It’s so important (I think so anyway) to occasionally jump out of your comfort zone and see where you fit in the bigger picture.
Many of my connections and clients current and past, will be heading out to Las Vegas at the end of the month for the annual Vacation Rental Management Association (VRMA) National. Only this time the vacation rental industry’s most attended ‘meetup’ is going Global.
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.
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