Relevancy is key

The start of a new year is exciting as it marks a time of planning and fresh strategy for PR teams and their clients.

The start of a new year is exciting as it marks a time of planning and fresh strategy for PR teams and their clients.

As ever-evolving as the luxury lifestyle and hospitality industries can be, there is an overarching rule of thumb that always guides our PR planning and counsel for our clients: relevancy. Relevancy equals staying power.

Here are some tips to keep in mind when planning your PR strategy for the coming year – we hope they spark a dialogue between you and your clients, whatever areas of industry you may work within:

Stay aware and be innovative. Know the industry and don't be afraid to take it to the next level. Constantly evolving and pushing the envelope are essential for staying ahead of the pack. Don't be afraid to bring a big idea and to the table. You may need to scale back or tweak it to suite your clients key demographic, but don't limit your thought process from the get-go.

Maintain an undeniable buzz. The cornerstone of staying relevant is consistently having something “new” to talk about. This can be challenging with some clients but it is a battle worth fighting. Map out your PR strategy in phases to ensure media-worthy news is being generated throughout the year. Whether it's a new menu, signature event, or unique travel package, make sure you're laying the groundwork to keep momentum – and media interest – high.

Love thy self. Most important, don't try to be everything to everybody. If your clients are continually chasing every new trend, they're destined to get lost in the shuffle. Help them identify strengths and points of differentiation based on your expertise of what media are covering. While it's crucial to be forward thinking and creative, it's equally as important not to stray from the core identity of the client's brand, venue, and destination.

Kim Julin Guyader is a founding partner of J Public Relations.

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