Anybody and everybody with a modem seems to be jumping on the social media bandwagon these days. It was not long ago that outlets like Facebook and MySpace were reserved for the high school and college crowd. Today, however, this is certainly not the case. Savvy PR firms everywhere are utilizing social media to connect with journalists, network with consumers, and even to distribute press releases. So how does this new trend impact those fields which are famously resistant to this type of social networking, such as luxury public relations?
Luxury cannot be defined simply as a product, nor as a service. Rather, it is a full-fledged experience. The evolution of social media and internet public relations has changed the way that travel PR agencies promote luxury destinations. People of all ages, tastes, and incomes are now logging on to Facebook and LinkedIn to seek ideas and advice about the most luxurious properties around the globe. Luxury PR firms can now reach these potential consumers through the smart execution of a new media campaign. This can include everything from short postings on travel specific groups, to the distribution of press releases on behalf of the client.
Public relations specialists need no longer rely solely on coverage in glossy magazines and premier print outlets to reach the luxury consumer market. The trend towards virtual marketing shows no signs of slowing down, and web-savvy boutique PR agencies with an eye on the social media landscape can reap tremendous results for their clients, including those courting the luxury consumer market.
