In hospitality, your reputation is your currency. A packed dining room, a fully-booked hotel, a reservation waitlist—none of it happens without strong word of mouth. And in today’s review-driven, social-first world, that word of mouth often starts with PR (or, public relations).

(Psst! For a refresher on what PR is, check out our recent edition of Couch Sessions!)

Public relations is about more than generating headlines. It’s about shaping perception, building community and creating consistent reasons for people to walk through your doors. How? By proactively building real connections with the people shaping how your brand is seen (your audience, media contacts, influencers, etc.).

Done well, it puts you in the driver’s seat of your brand’s story: building trust, setting the tone and making sure your audience hears from you before they hear about you.

“PR can help translate an in-person experience into reputation at scale, creating positive brand associations and making people feel something before they ever walk in.”

Kristen Moore, PR Director at NiceDay

So, what does it take to get it right? Let’s dig into the strategies that matter most for hospitality businesses.

Why PR Hits Different in Hospitality

Restaurants, hotels and venues face unique challenges that make PR essential. For starters, the industry is both always-on and highly perishable. An empty seat during dinner service or an unsold hotel room isn’t just a missed opportunity—it’s missed revenue you don’t get back.

Hospitality brands need steady demand, a loyal base of return guests and a constant hum of awareness in their community. They can’t afford to be reactive. PR provides that lift by keeping brands top-of-mind and helping them stay relevant through seasonal shifts, cultural hooks and strategic storytelling.

Building Relationships, Not Just Recognition

Hospitality is a people-driven business, and PR shines brightest when it brings that human element forward. For example:

Spotlighting the people behind the brand: chefs, bartenders, servers & owners
Using behind-the-scenes moments to give guests a reason to care
Treating online reviews like conversations, responding consistently, transparently and with care
Leaning into community partnerships, such as giveback programs, culinary festivals and neighborhood collaborations

“By putting a spotlight on the people who bring a brand to life, you give guests a reason to care,” Kristen says.

Getting Service-Ready Before the Spotlight

PR can accelerate demand, but only operations can create loyalty. Coverage works when the guest experience matches the story.

“The challenges in hospitality are distinct,” explains Kristen Moore, NiceDay’s PR Director. “You’re working within the review economy, where perception can shift quickly. High staff turnover can affect the guest experience. And coverage can backfire if you launch a major media story before your operations are ready to deliver consistently.”

Confirm pre-opening milestones (stable menu, trained FOH/BOH, media/VIP service protocol, photo-ready plates and a clear recovery plan) before pitching tier-one features.

Spotting the Right Opportunities

Hospitality thrives on relevance. That means keeping a sharp eye on both seasonal rhythms and cultural conversations.

PR opportunities often align with editorial calendars and trend-driven listicles—“best patios,” “holiday dining spots,” “game-day destinations.” But the work doesn’t stop there. Cultural hooks like heritage months, harvest seasons, or major sports weekends can all be springboards for media coverage and guest engagement.

Kristen notes “Sometimes it means leading the conversation with a new concept or innovation. Other times, it’s about quickly hopping on a trend gaining traction in food, beverage, or travel culture.”

Influencer partnerships add another layer—especially when tied to experiences people already love to share: chef collabs, pop-ups or neighbor partnerships.

For hotels, PR can highlight occupancy growth, ADR performance and vacation or staycation experiences. Brands can also pitch midweek corporate offers, seasonal experiences, or partnerships with nearby attractions.

Timing is Everything: When to Bring in PR

When should you bring PR into a new concept? Earlier than you think.

“PR opportunities can arise as early as the real estate stage,” Kristen says. “From site purchase announcements to construction updates to chef introductions—each of those milestones is a chance to shape the narrative.”

A good rule of thumb is to engage PR at least six months before launch. That window allows for:

Laying the foundation with brand story and messaging
Building anticipation through teaser campaigns, hard-hat tours and behind-the-scenes updates
Staging multiple moments that keep momentum going: site acquisition, design sneak peeks, menu development, media previews and, of course, the grand opening
Planning for staying power with a 90-day post-launch calendar with special events, collaborations and seasonal menu drops

Integrating PR with Marketing

The lines between PR and marketing often blur—but that’s not a bad thing. “The most effective approach is integrated,” Kristen explains.

PR builds credibility through stories, relationships and trusted media coverage. Marketing scales that credibility through paid channels, owned platforms and repeat exposure. “When media hits, influencer collaborations and brand channels feed each other, the result is far stronger than working in silos.”

For hospitality brands, that might look like amplifying a press feature across social channels, building ad campaigns around influencer content, or repurposing behind-the-scenes stories into ongoing marketing material.

Building Buzz on a Budget

Not every hospitality brand has the resources for a robust PR program. But even with limited spend, momentum is possible. Here are a few tips to help get you started:

Make it easy for media to say yes. Build a press kit with photos, bios, menu highlights, hours and contacts. Have a tasting menu or media-ready experience prepared.
Pair your media kit with a calendar of small, newsworthy moments like monthly collaborations, tastings, classes or community initiatives that provide consistent, shareable opportunities for engagement.
Prioritize authentic online engagement. Share behind-the-scenes updates, staff stories and user-generated content (UGC). Don’t forget to respond promptly to comments and reviews.
Leverage partnerships. Collaborate with micro-creators, local businesses and nonprofits and look for opportunities to cross-promote to expand reach.

By combining thoughtful storytelling, consistent engagement and strategic local partnerships, hospitality brands can build visibility and momentum even without a large PR spend.

The Takeaway

PR in hospitality is an ongoing effort, not a one-and-done campaign. By weaving together timely opportunities, authentic storytelling, and community engagement, hospitality brands can build not only recognition but lasting relationships.

As Kristen puts it:

“PR works best when integrated with everything else you do. It’s about creating connections, telling stories that matter and making sure the experience guests read about is the one they actually have when they walk in.”

Kristen Moore, PR Director at NiceDay

Ready to build a brand that creates real buzz? Let’s talk.