Write effective hotel press kits and releases

A hotel press kit and a press release are two different things, although both tend to follow the same rules.
While press releases allow you to communicate specific news, press kits provide essential resources and general information about your hotel.

Sadly, approximately 90% of all press kits or releases end up in the bin.
So, if you do plan on writing one, follow these quick and easy tips to ensure yours gets the attention of all relevant journalists and bloggers!

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Catch journalists’ attention

Hotel press kits are typically sent as PDF files attached to emails.
The most successful ones make it very easy for journalists/bloggers to learn about your establishment and access photos and other marketing material useful to them.
It might, therefore, be beneficial to mention your press kit in a blog post and load it directly onto your
website[1] with a downloadable link
.

The preamble is the most essential part of your kit.
It includes the subject line and short introductory message of the email you will send to journalists/bloggers, followed by the title and introduction of your document.

The preamble

An introduction by the establishment’s General Manager (GM) is typical for hotel press kits.
Formulating a favorable assessment of your hotel’s recent actions and activities without making it appear as if you’re marketing
your hotel is a great way to turn seemingly ordinary subjects into an exciting piece of news.
Steer clear of superlatives, however, and write an inspiring story about how your business came to be.

For press releases, all news can be summed up using a journalist writing style, and answering the questions who, what, when, where, why, and how.

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