One agent that runs press, partners and creators. Every Monday it reads what last week's coverage did, sees what competitors got covered for, and maps who is writing about the topic. Then it picks one angle, five people to pitch and one partner offer. Nothing goes out until you've said yes. It sends Tuesday, follows up Thursday, and counts what came back.
Every Monday the agent reads what last week's earned attention actually did. Not a clippings folder, but the numbers: who mentioned us, which links came in, how many people a partner or a creator sent over — and how many of them booked.
Mentions
Referrals
Share of voice
Reporter requests
Then the agent reads the competitors' coverage from the week. Which paper wrote about them, which podcast had them on, which list they made and who they partnered with. It's all public — you just have to look every week.
Competitors in the press
Now the agent builds the map: journalists who wrote about the topic recently, podcasts and newsletters the guests actually read, businesses nearby with the same guests, and creators whose audience matches ours. Every name gets a fit score, and only the top of the list gets a pitch.
Media & partner map
A pitch with no reason to run now goes in the bin. So the agent watches for the hooks: a trend piece being written, a season turning, a local event, a reporter asking for sources, a ranking list being compiled. Most of them have a deadline — and a decent pitch on day one beats a perfect one on day three.
Signal feed
This is where it all meets. The results, the competitors' coverage, the map and the signals are laid side by side, and the agent decides the week: one angle, one hook, the five people to pitch and one partner offer. Not fifty emails — five good ones.
This week's pitch
Before a word is written, the pitch is set. The story is never the hotel — it's the trend, the number or the person, and the hotel is the evidence. The agent writes it down in one brief: the angle, the proof, the hook, the people and the ask.
The pitch brief
A partnership is two businesses with the same guests and different problems. The agent writes the offer so it's fair on both sides: what the golf club gives, what we give, what the creators deliver and what they get for it. Usage rights and disclosure go in the brief on day one, not into an argument afterwards.
The partner package
The cheapest PR there is: make it easy to write about us. The agent checks the press page every week — the paragraph a journalist can paste, the photos, the spokesperson, the coverage so far — and that the press address gets answered within a day. A pitch that lands and then goes unanswered is worse than no pitch.
The press page
Now the right agents are brought in. One knows the press and what a journalist opens, one knows partnerships and what a fair offer looks like, one knows creators, contracts and disclosure, one knows events, one knows communities, and one knows which directories are worth a listing. They work from the same brief and hand over to each other.
Agents on the job
This is where the brief becomes text. The subject line that tells the journalist what the headline would be, the pitch under 150 words, the press release with the number up top, the partner offer, the creator brief and the Thursday follow-up. The same story underneath, a different length for each reader.
Writing the week
The week is written. Five pitches, the press release, the partner proposal, the creator brief, a listing and a community post — nine drafts, exactly as they'll go out. Nothing is sent until someone says yes.
After your yes the week runs on a schedule. The pitches go Tuesday at noon, when reporters actually answer — not Monday morning, when the inbox is a wall. On Thursday the unanswered get one line with something new in it. The partner call gets booked, the listing submitted, and nobody gets a third email.
This week's sends
Coverage is not the result — what it brought in is. The agent follows every pitch and every partner for weeks: the mention when it runs, the link when it's live, the visits it sent and the bookings with that partner's code. Per name, so next week's list is built on who actually delivered.
Earned · three weeks
The week after, step 1 reads what exactly these pitches and partners delivered, and the relationship log is updated: who answered, who never does, who said "not now" and when to come back. Nobody is pitched cold twice. After a season there's a map built on who actually wrote, not on who might.