PR in the Hospitality Sector and Boosting Your Brand and Reputation

Whether you’re running a hotel, restaurant, bar, or event venue, your reputation is everything. First impressions really do matter, and guests are often influenced by not only their experience on the day but also what they see online in the press and, of course, on social media.

This is why having PR for your hospitality business is a great way of attracting new customers, building your credibility, and keeping your loyal customers coming back.

Take a look below as we explore why hospitality brands need PR, the key tactics that work best, and how working with a specialist PR agency like us at Peppermint Soda can make all the difference.

Why PR Matters in Hospitality

Unlike many other businesses, which just sell products or services, hospitality is selling so much more; it is selling an experience.

Guests expect not only great service, but also stories they can connect with from hospitality brands.  Effective hospitality PR ensures your brand feels authentic, trustworthy, and memorable.

From handling online reviews, opening a new establishment, to launching new menus, the right PR strategy keeps you in control of the narrative and helps you stand out in a competitive market.

7 Essential PR Tactics for the Hospitality Industry

If you want to make your hospitality business shine, here are seven tried-and-tested Peppermint Soda tactics to focus on.

1. Tell Stories, Don’t Just Share News

A press release about a new menu might not grab attention on its own — but the chef’s inspiration behind it, or the sustainable sourcing story, just might. Journalists, influencers, and customers all respond better to experiences and narratives than plain announcements. So if you have a new menu to offer, make sure to offer this out for people to try with influencer and journalist review opportunities.

2. Work With Local and Trade Media

Of course, national coverage is fantastic. But in hospitality, local newspapers, regional magazines, and industry trade titles are often more accessible and directly relevant to your audience. Build relationships with these outlets and pitch stories with a local or specialist angle. It is also great to look for local social media influencers who often share hospitality news in the area. Many of us know that for recommendations of places to eat, drink, and have a good time on social media. So if you can get one of the big local influencers to do a great review on your business, you should get people flocking to the door.

3. Combine PR With Your Business’s Social Media

PR and social media go hand in hand. When you land coverage, share it across your channels. Use clips, quotes, and behind-the-scenes content to keep the story alive. Likewise, social buzz can spark media attention. We talk more about the link between social media and PR here.

4. Plan Around Seasons and Events

The hospitality industry thrives on seasonality. Valentine’s Day, summer holidays, Christmas, or local food festivals are all natural PR hooks. Think ahead and prepare your campaigns so that you’re ready when the media is looking for stories. Tying in calendar, events and news hooks like this are also great to get journalists and influencers involved with your business; invite them to review your new Christmas menu or bring their partner on Valentine’s Day.

5. Protect and Manage Your Reputation

PR isn’t just about promoting the good news. It’s also about preparing for the not-so-good. Whether it’s a poor review or an operational hiccup, having a crisis communications plan in place is vital. By responding quickly and professionally, you can minimise damage and even turn a negative into a positive.

6. Invite Journalists and Influencers

As mentioned above, if you can get journalists and influencers through the door and they love what you’re offering, they will want to write about it more and more. Journalists, bloggers, and influencers are far more likely to create compelling content if they can see, taste, and feel your brand first-hand. Host press dinners, behind-the-scenes tours, or overnight stays to showcase what makes your venue special. You can even look into Influencer Marketing to take this a step further. Find out more here.

7. Measure and Refine Your Efforts

Like any marketing activity, PR should be measured. Track press coverage, website traffic, engagement, and — importantly — bookings. Learn what works and refine your approach over time for even stronger results.

Common PR Challenges in Hospitality

As with all businesses, there is always an element of challenge and in hospitality, brands can face unique challenges. Here are some of the most common obstacles and how to overcome them:

• Fierce competition – Focus on what makes your venue unique, whether it’s sustainability, heritage, or innovation
• Short news cycles – Be proactive and reactive. Have press materials ready and monitor media trends to jump on opportunities
• Balancing promise with reality – Don’t oversell. Make sure your messaging reflects what guests actually experience
• Staying consistent across channels – Align your website, social, PR messaging, and guest communication for a cohesive brand voice

Why Work With a PR Agency?

Running a restaurant, hotel, or bar is already a full-time job. Adding PR on top can feel overwhelming — especially in such a fast-moving sector. That’s why many hospitality businesses choose to work with a specialist PR agency like us at Peppermint Soda.

Here’s what we bring to the table:

• Expert storytelling – We know how to craft narratives that resonate with journalists and guests
• Established media relationships – Our team has contacts in national, regional, and trade media
• Integrated campaigns – We connect PR with your digital marketing and social media strategies
• Crisis support – If something goes wrong, such as a negative review, we help you manage the situation and protect your reputation

We also specialise in consumer PR, which is crucial for many hospitality brands looking to build awareness and drive footfall.

Creative PR Ideas for Hospitality Brands

Looking for inspiration? Here are a few campaign ideas that work brilliantly in the hospitality sector and ones which we have tried and tested over the years.

• Launch a “behind the scenes” series showing the people who make your venue special
• Highlight your eco-credentials and local suppliers with a sustainability campaign
• Run themed tasting nights or guest chef events for press and influencers
• Celebrate anniversaries, milestones, or refurbishments with a relaunch event
• Partner with local artisans or musicians to create unique guest experiences

These types of campaigns not only generate press but also create lasting connections with your audience.

How to Kick-Start Your Hospitality PR

If you’re new to PR or want to refresh your approach, here’s a simple starting point:

• Audit your current media coverage and online presence
• Define your key messages and unique selling points
• Build a media list of local, regional, and trade contacts
• Create a 3-month story calendar tied to seasonal events
• Prepare a press kit with professional photos and brand information
• Pitch stories with strong, relevant angles
• Review performance and adjust for future campaigns

If you’re considering professional support, we’ve put together a guide on how to approach a PR agency effectively.

Our Final Thoughts

PR in the hospitality sector is about much more than sending out the odd press release. It’s about building trust, telling stories, and managing your reputation in a way that resonates with guests, journalists, and influencers alike.

Whether you’re a boutique hotel, a buzzing restaurant, or a nationwide hospitality chain, smart PR can put your brand in the spotlight for all the right reasons.

At Peppermint Soda, we specialise in crafting tailored PR strategies for hospitality brands. If you’re ready to take your public relations to the next level, we’d love to chat.

Want to talk more? Contact us today – [email protected]