So what should be in a 21st century PR plan for a resort/hotel?
That's simple and we can start by slotting in creative pursuit of top clips. Call me an elitist, but I am picky about where I want clients and I don't believe in pursuing outlets just to flesh out a press clipping report. Focus on the ones that reach the client's targeted audiences and that help further the brand. Those clips become a bedrock. The hardest part may be convincing hotel owners and GMs to stick with this lean strategy, but it's worth the fight. Great clips spawn greatness.