“If You Don’t Tell Your Story, People Won’t Show Up!”


Last week a news item about the State of Washington was all over the travel trade media, and was reported by AP and on National Public Radio, as well.

The Washington state government announced that it was eliminating the budget it uses to promote the state as a tourist destination and attract visitors.  Yet, according to the NPR report, tourism is the fastest growing industry in the world.

When asked what he thought about this, the head of Colorado’s state tourism organization laughed and said, “Frankly, I think it’s an opportunity for Colorado. If you don’t tell your story, people won’t show up.”

He couldn’t have said it better. There’s a lesson for organizations that have cut, or are thinking of cutting, their PR budgets. Telling your story is one of the two most important functions of public relations (the other one is listening). If they don’t hear your story, customers will listen to someone else’s.

It’s very simple, really: if you don’t tell your story, people won’t show up.

Lucy Siegel

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