A longer version of this article was originally published in the June 2018 issue of VRMA’s Arrival magazine
It is sometimes 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 supposed 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 attract, engage and retain an audience. PR is not about the hard sell, but more about creating an environment where relationships can develop, and sales can happen.
In a nutshell, the goal of PR is to achieve earned (not paid for) exposure for your content and story. The purpose of PR is for this exposure to impact a positive outcome. That outcome may be to affect an increase in awareness, change an opinion or encourage an action. PR in the vacation rental industry is most often used to help a business raise its profile, attract investors, reach new audiences and strengthen its brand.