What we do very much depends on overall objectives and the precise role defined for PR in the pursuit of those objectives.

PR in tourism has become a ritual - a specific number of visits, press releases, press conferences and so on. We can do that for you, and we do it well.

But we prefer to plan attention-grabbing initiatives with you that summon up their own free publicity. News. Genuinely new initiatives that benefit both tourists and your hoteliers, restaurateurs and a broader economic circle.

We do plan and organise press trips - for groups of journalists and for individual journalists. Each trip is preceded by a careful briefing of the journalists involved. A member of The Hat Factory staff will normally accompany a group trip. Contact with journalists is kept up after the visit to ensure that appropriate editorial coverage is achieved. It takes a little more effort, but it is worth it.

There is a broader journalist base than simply travel (whether in newspapers, on-line or broadcast media). Our target lists include journalists writing for events pages, travel news, late availability pages, etc. And journalists writing on gardens, food and wine, golf and other outdoor activities, art and architecture, home interests, the family, music, etc.

We don't just research, design, write and despatch press releases; we integrate the themes into your strategy. A programme of regular press releases is, we believe, effective in keeping a destination at the fore of journalists’ minds.

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