Choose a public relations firm that specializes in the hospitality industry

Select hospitality public relations firms who understand your industry and have relationships with local and national media contacts relevant to the hospitality industry. Ask to see a list of past and present clients, and request references.

I recommend: MFC PR specializes in public relations programs for clients in the travel and hospitality industries. The Fiske Group is a boutique public relations firm with exclusive resorts and spas on its client list. Magellan PR provides public relations services for hotels around the world, including England, Mexico, Portugal and Thailand.

Hire hospitality PR firms with proven writing, pitching and event planning skills

Review the writing and pitching skills of public relations firms for hospitality. Ask for writing samples, including press releases and bylined articles in national magazines. Evaluate the hospitality PR agencies' ability to organize creative events and special promotions to engage the media.

I recommend: Nancy J. Friedman Public Relations offers online case studies of hospitality clients. KWE Group also offers online case studies focused on relevant hospitality PR issues, like rebuilding a tourism destination and generating off season sales. InterStar provides an online portfolio including advertising, collateral materials, logos, newsletters and annual reports.

Select hospitality public relations agencies with whom you have good rapport

Evaluate the relationships with employees from the public relations agencies for hospitality. Find out who will be working on your account and speak candidly with each person. It is important to feel comfortable collaborating with each person working on your hospitality public relations account team.

I recommend: InterStar offers an online staff directory with links to bio information. IMS-21 places an emphasis on customer contact as part of its hospitality public relations services.

Hire public relations agencies for hospitality that meet your budget

The majority of hospitality PR companies operate on a monthly retainer with a minimum time commitment, which is usually three months. Your business cost depends on the project scope and manpower required. When evaluating hospitality public relations firms' fees, factor in the return on investment for your business.

I recommend: KWE Group offers the option of retainer or project billing based on hourly fees, and will even help you determine which option is best suited to your budget. IMS-21 cites several examples of increased revenues for their hospitality clients, including growing a motel’s off-season business 200% in one season.