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public_relations

Travel industry expert, office coordinator, marketing guru, staff developer…Virtuoso members and suppliers often wear many hats. If you’re thinking about adding public relations to your skill set, or expand the PR knowledge you already have, the following tips from four seasoned pros can help.

Create events. Every winter, I travel with my chefs. We do dinners in private houses and invite local editors. For the past two years, we’ve had a week-long presence at Shutters on the Beach in Santa Monica, California, where we have a “battle of the coasts” tasting menu…it has been covered by several media outlets.

Antonio Sersale, general manager
Le Sirenuse
Positano, Italy

Publicize milestones -- anniversaries, a new employee, or opening a new branch.  We held a press conference at our office for our 65th anniversary, and invited different media outlets, the mayor and other community leaders. The Pacific Business Times discovered us, and named us Best Family-Owned Business in the Santa Barbara Area as a result.

David de L’Arbre, COO
Santa Barbara Travel Bureau, Inc.
Santa Barbara, California

Be fun and interesting with press releases. The more lively you can be, the more compelling your writing, and then people are more likely to read.  Have a fun, catchy headline, even with social media posts. If you can make the posts interesting or clever, they’re also going to gain attention. 

Misty Ewing Belles, director, global public relations
Virtuoso, Ltd.
Washington, DC

Keep up with where editors are traveling and offer your expertise. If they’re doing a story about a hotel in Peru, for example, we will host them for a couple days so they can experience what we do. It may not generate a full story about us but we still get some coverage.

Be aware of an individual reporter’s interests. Someone may be very interested in anything that has to do with food, another may be into outdoor adventures…some may write about architecture, some may focus on luxury hotels…it’s important to know who you’re talking to in order to have a higher chance of success.

Emmanel Burgio, CEO
Blue Parallel
Potomac, Maryland