Brave New World of Public Relations

July 1, 2025

I recently gave a presentation at the Ski New Hampshire Annual Meeting on how new technology and new media outlets are driving the current state of public relations. We had a full house and the crowd was engaged and asked so many good questions! It’s always a pleasure to work with folks in the ski industry!

As promised, I’m sharing my deck from that presentation which you can find here.

Or if you prefer, read this executive summary of the presentation below!

Earning Media in a Noisy World: Public Relations Tips for the Modern PR Pro

In today’s rapidly shifting media landscape, getting your message heard requires more than a press release and a hope for coverage. At a recent presentation for Ski NH, I shared key strategies and tools for navigating the “brave new world” of public relations—where trust, tech, and timely storytelling matter more than ever.

Here’s a deeper dive into what successful PR looks like today, and how outdoor brands, resorts, and tourism-driven businesses can adapt their approach to consistently earn meaningful media attention.

What Is Public Relations Today?

Public relations is often described as “earned media,” in contrast to paid advertising or owned channels like your website or social media. But more than just unpaid coverage, PR is about credibility and trust. According to Forrester Research, earned media can drive conversion rates as high as 5%, compared to traditional paid media’s average of 1% or less. In a fragmented world where misinformation abounds, journalists and media outlets are still trusted sources—and being part of that trust stream adds weight and value to your brand.

The Role of the PR Tech Stack

While relationships and storytelling remain the core of PR, today’s professionals also need a strong tech stack. Platforms like Muckrack help identify and vet media contacts, while services like Qwoted, Source of Sources, Featured, and SourceBottle make it easier to monitor journalist queries and respond quickly with relevant sources or insights. Tools like Mailchimp, Constant Contact, and even Outlook (used wisely) can help you distribute releases with efficiency and accuracy.

However, technology is only as effective as the strategy behind it. A database is not a pitch. You still need thoughtful messaging, tailored outreach, and consistent follow-up.

The Do’s and Don’ts of AI in PR

AI is everywhere—and yes, it’s showing up in the PR world, too. Used wisely, it can be a time-saving tool. Used carelessly, it can tank your credibility.

Smart uses of AI include:

  • Reducing the word count of an existing release
  • Editing for tone or voice
  • Updating last year’s announcement for this season
  • Researching reporters based on existing contacts
  • Segmenting content for different outlets

Bad uses of AI include:

  • Generating entire press releases from scratch
  • Mass-producing pitches with no human oversight
  • Failing to check AI output for errors, tone, or context
  • Relying on AI-generated images for media use

Remember: AI should support your PR, not replace it. Authenticity and real human connection are still what journalists respond to.

The Anatomy of a Great Pitch

The press release isn’t dead, but it’s no longer enough on its own. Today’s pitches should be:

  • Short, timely, and relevant to the journalist’s beat
  • Personalized, not mass-mailed
  • Focused on what’s truly new or newsworthy (events, anniversaries, partnerships, deals, leadership changes, etc.)
  • Clear in the first few lines about who, what, where, and why it matters
  • Supported with high-res photography and a quote from someone beyond the marketing team

When pitching by email, never attach a PDF. Instead, write a short, compelling intro and paste the press release below.

Media Kits and FAM Tours Still Matter

Media kits may seem old school, but having updated content available online—facts, pricing, events, what’s new—can make a huge difference when journalists are on deadline. Update your kit seasonally and ensure it’s easy to find on your website.

Media FAM (familiarization) tours are also a valuable tool. Hosting writers or influencers on-site gives them the firsthand experience that often results in richer, more meaningful coverage. Just make sure the tour is well-organized, includes opportunities for interviews and photography, and aligns with the interests of your target outlets.

Think Like a Newsroom: Be Timely, Relevant, and Ready

To get covered, you have to think like the media. That means:

  • Monitoring trending news and tying your story to current events (a tactic known as newsjacking)
  • Responding promptly to inquiries—reporters are often on tight deadlines
  • Having backup contacts and an out-of-office plan, especially during peak tourism seasons
  • Building and nurturing relationships over time—not just when you need coverage

The best media relationships are built on consistency and trust. Be a source, not just a seller.

Case Studies That Worked

During the Ski NH presentation, I shared a few examples of successful PR in action:

  • Gunstock and King Pine hosted a media day and landed features in both the Storm Skiing Podcast and Momtrends.com, thanks to targeted pitches and personal follow-up.
  • A timely pitch to Good Morning America’s meteorologists led to national exposure and nearly 4 million viewers.
  • Outreach to the Boston Herald and WMUR resulted in coverage highlighting multiple Mt. Washington Valley businesses and resorts—with earned media values of over $20,000 in total.

The common thread? Knowing what makes a story interesting—and getting it to the right people at the right time.

Final Thought: Great PR Is About the Long Game

Effective PR isn’t about one press release or a flashy media hit. It’s about building a sustainable, consistent voice for your brand that resonates with your audience—and with the storytellers who reach them.

Whether you’re launching a seasonal event, rolling out a new amenity, or simply trying to stay visible in a competitive market, a smart PR strategy can make all the difference.

If your resort, organization, or tourism business needs help navigating today’s media landscape, Kathy Bennett Marketing is here to help. Let’s build the kind of stories people remember—and reporters want to tell.

For more information, visit www.kathybennettmarketing.com or contact me directly at kathy@kathybennettmarketing.com.