{"id":42424,"date":"2026-06-12T17:34:47","date_gmt":"2026-06-12T17:34:47","guid":{"rendered":"https:\/\/www.open-up.ch\/media-relations-is-not-dead-it-has-become-more-selective\/"},"modified":"2026-06-12T17:40:48","modified_gmt":"2026-06-12T17:40:48","slug":"media-relations-is-not-dead-it-has-become-more-selective","status":"publish","type":"post","link":"https:\/\/www.open-up.ch\/en\/media-relations-is-not-dead-it-has-become-more-selective\/","title":{"rendered":"Media relations is not dead. It has become more selective."},"content":{"rendered":"\t\t
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12.06.2026 |<\/p>\n

Media relations <\/span>is<\/span> not dead. It has become more selective.<\/span><\/span><\/span><\/span><\/span><\/span>
\n<\/strong><\/h2>\n

In today\u2019s world, range can always be bought. It gives companies high visibility in a flash. Building trust takes much longer, and that\u2019s where media relations work begins. This was our experience when establishing our hotel brand REVIER.<\/span><\/b>\u00a0<\/span><\/p>\n

As a young Swiss hotel group, we faced the tough question of how to quickly gain visibility. The simplest solution: buying reach. Through ads,\u00a0influencers\u00a0and campaigns. Yet visibility\u00a0isn\u2019t\u00a0the same thing as trust, which is why we focused on media relations right from the start. We soon realised that not all media relations work is equal. After all, traditional media releases alone\u00a0aren\u2019t\u00a0enough anymore in today\u2019s world. Anyone who believes that mailing lists are\u00a0a good way\u00a0of creating visibility are doomed to be ignored. In a shrinking media landscape with fewer resources, relevance and relationships matter more than ever. Anybody without access to newsrooms simply does not exist.<\/span>\u00a0<\/span><\/p>\n

Today, successful media relations\u00a0means:\u00a0Identify\u00a0topics at an early stage, position them strategically and build on them through personal interaction. Fewer outbound messages, more dialogue. Especially in the hotel industry \u2013 where expectations and experiences are closely intertwined \u2013 who talks about you makes a difference. An editorial article carries a different weight than any campaign of your own making. That type of credibility cannot be bought, only earned.<\/span>\u00a0<\/span><\/p>\n

Access is key<\/span><\/b>\u00a0<\/span><\/p>\n

However, for a company like us \u2013 based in\u00a0Lenzerheide, far removed from the national media \u2013 the reality of media relations quickly became\u00a0apparent: Nothing happens if you\u00a0don\u2019t\u00a0have access. We therefore made a conscious decision to work with a PR agency. And with\u00a0open up,\u00a0we\u2019ve\u00a0found a partner who \u2018opens up\u2019 precisely this access and has a direct line to the right journalists. A partner who also tells us whether a piece of\u00a0information is even relevant.\u00a0That\u2019s\u00a0actually another\u00a0thing\u00a0we\u2019ve\u00a0had to learn: Not everything\u00a0that\u2019s\u00a0of interest to us is also of interest to the media.<\/span>\u00a0<\/span><\/p>\n

Media outlets want topics that are relevant to their readers.\u00a0We\u2019ve\u00a0seen for ourselves what this means in concrete terms with our hotel flat rate:\u00a0it\u2019s\u00a0a model that deliberately breaks with traditional booking approaches. For us, it was more than just a product launch. It was a conversation starter. And the response was enormous. Not because we were particularly noisy, but because the idea struck a chord and was\u00a0immediately\u00a0picked up as a story by many newsrooms.<\/span>\u00a0<\/span><\/p>\n

Trust beats reach<\/span><\/b>\u00a0<\/span><\/p>\n

Media relations is not dead. It has become more selective. Anyone who delivers relevance and cultivates relationships will be heard. Anyone who merely hits \u2018Send\u2019 is ignored. Reach can be bought. Not trust. That\u2019s why media relations are essential.<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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About the author<\/span><\/span><\/strong><\/p>\n

Daniel Renggli is CEO of the REVIER Hospitality Group, which currently\u00a0<\/span>operates<\/span>\u00a0seven hotels in Switzerland and Austria. The Group received the Special Award for its innovative approaches in 2022 at the \u201cHotelier of the Year\u201d Swiss industry event.<\/span><\/span>\u00a0<\/span><\/p>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

In today\u2019s world, range can always be bought. It gives companies high visibility in a flash. Building trust takes much longer, and that\u2019s where media relations work begins. This was our experience when establishing our hotel brand REVIER.<\/p>\n","protected":false},"author":10,"featured_media":42412,"comment_status":"closed","ping_status":"open","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[100],"tags":[],"class_list":["post-42424","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-views"],"acf":[],"yoast_head":"\nMedia relations is not dead. It has become more selective. - open up<\/title>\n<meta name=\"description\" content=\"Reach can be bought. Not trust. 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