In today’s modern world driven by the 24-hour news cycle, social media buzz and influencers, organizations are constantly seeking ways to stand out and attract their target audiences. One powerful tool at their disposal is public relations (PR). However, PR is not just about creating buzz; it’s about utilizing an organization’s existing assets to build a stronger connection with its audiences and playing to your busy season.

This fall, we’ll look at fall foliage capital New England, its tourism bureaus, businesses and nonprofits. New England, with its historical sites and natural beauty, has learned to take advantage of its “it” season, autumn, to attract visitors and boost the region’s economy.

Leaves and Legacy

Renowned for its picturesque autumn foliage, New England attracts tourists and outdoor enthusiasts from around the world, aptly dubbed “leaf peepers,” by locals. Tourists chase the vibrant views up the coastline, swarming the northern states of Vermont, New Hampshire, Massachusetts, Rhode Island, Connecticut and Maine for a chance to snap a picture of the seasons changing. As they flood the northern states, opportunity awaits local businesses and nonprofits as they vie for the attention of paying customers to shop at local boutiques, stay in local hotels and dine in the region’s countless restaurants.

Some sites, such as Plymouth Rock, the Mark Twain House, the Paul Revere House and more draw millions of visitors year-round. Massachusetts and New England tourism groups leverage this reality each year to entice visitors to the area. For instance, one organization, Historic New England, is utilizing tourists’ interest in history to expand their profile. Through local news stories, the group is promoting its growing collection of some 125,000 historical objects in a sprawling cultural center around its headquarters in Haverhill, Massachusetts in the hopes that visitors will take advantage of the opportunity to see so much history in one spot.

Historic New England is not the only group utilizing PR and interest from tourists to boost their profile. Salem, Massachusetts, perhaps best known for its 1692 witch trials, is known to draw upwards of 1 million visitors each October. The town does not miss out on the opportunity to boast about their offerings. Every October, town leaders and their communications teams work to ensure they are included on lists featuring top spots to visit while leaf peeping in New England

Whether year round or seasonal, the historical destinations of New England have leaned into their natural appeal and the power of communications to make the most of their “most wonderful time of the year.”

Raking in the Customers

For those looking to leverage communication to make the most of their selling season, a good public relations strategy can complement promotional efforts to elevate your brand before this captive audience. Consider these tips:

• Step up your social media efforts: A robust social media presence is critical to amplify your message during your “it” season. Business owners should ensure social channels are prominently promoted and accessible through their websites as well. By leaning into the inherent assets of the organization – a colorful personality in leadership, convenient or scenic location, practical benefits of their products or services – organizations can create a genuine connection with followers and build a reliable customer base beyond what existed before.

• Get to know local media: Reaching out to local media when there is news that is of interest to the public is always a smart move. Businesses and non-profits must be careful, however, to avoid blatant self-promotional outreach to journalists. Offering sales or other obviously self-promoting information to the news media can have the opposite intended effect, damaging the organization’s reputation in the media and potentially black-listing it from future coverage.

• Think outside of the box: Consider expanding your audience while the time is right. For example, while New England business’ primary consumers this fall may be folks on leisure excursions, tourism hot spots and hotels may want to consider reaching out to business and meeting publications to share the message of New England as a corporate travel destination if appropriate. Also, while traditional PR can be a powerful tool in cultivating an unbiased image of your destination or business, marketing promotions and sponsored content can complement those efforts helping business owners to capture an even larger audience.

In a world where organizations vie for attention and consumer loyalty, New England’s approach to soaking up the fall season serves as a powerful example. Know your organization’s time to shine and be ready to make the most of it with the right communication tools.