COUNTY TOURISM PARTNER EDUCATION SESSION
TURNING 2026 TRENDS INTO HEADLINES AND BOOKINGS
LET’S TALK ABOUT PUBLIC RELATIONS
Building Buzz, Inspiring Travel, and Sharing the Sonoma County Story
Sonoma County Tourism is the official destination stewardship organization for our region. Our role is to inspire overnight travel that strengthens the local economy, reflects the diversity of our communities, and encourages care for the landscapes and people who make Sonoma County what it is.
Public relations is one of the most powerful tools we have to do that. At its heart, PR shapes how people understand and connect with your business. It influences how customers, employees, partners, and the broader public perceive what you do and why it matters. When your story is clear and your values shine through, people are more likely to choose you, trust you, and come back again.
Good PR also builds real relationships. It creates space for meaningful conversations with your audiences through storytelling, media outreach, community engagement, and digital presence. It helps people see the human side of your brand, which is often what they remember most. In a world where perceptions shift quickly, PR helps keep your business visible, relevant, and grounded in what makes you unique.
We hope the ideas in this guide offer support and inspiration as you continue to share your story with the world.
If you would like to connect with our team about earned media, press trips, or story opportunities, please reach out to us at publicrelations@sonomacounty.com.
1. THE ART OF SLOW
Why it matters:
The “unhurried” movement is thriving as travelers replace itineraries with mindful immersion.
Sonoma County angle:
Sonoma County’s rhythm naturally embodies slow living: our landscapes and people invite you to exhale.
Collaboration ideas:
• Hotels host “check-in, then chill” welcome teas.
• Restaurants serve three-course “slow suppers.”
• Makers and guides create walking workshops (pottery, plein-air painting, forest bathing).
PR hook:
“Slow travel isn’t a trend here; it’s our tempo.”
How partners can bring it to life:
• Offer “check-in, then chill” herbal tea or cider rituals on arrival.
• Create “slow stay” itineraries: late breakfasts, leisurely picnics, scenic drives with no fixed stops.
• Add analog touches like journals, puzzles, and record players to rooms.
• Partner with local guides for forest bathing, plein-air painting, or slow cycling routes.
• Host “Sabbath Sundays” with late checkouts and breakfast-in-bed options.
• Offer “unplugged” stays with no TV or Wi-Fi, paired with wine and reading nooks.
• Provide a “Slow Sonoma” digital detox map with bench, meadow, and lookout recommendations.
• Host communal long-table dinners with local musicians.
2. THE WHYCATION
Why it matters:
Travelers seek meaning and connection, not just escape.
Sonoma County angle:
Sonoma County’s regenerative culture and community spirit make it the perfect destination for purpose-driven travel.
Collaboration ideas:
• Lodgings offer voluntourism extras (Farm to Pantry, LandPaths).
• Restaurants highlight give-back menus.
• Experiences incorporate mindfulness or gratitude rituals.
PR hook:
“Travel that restores both the traveler and the place.”
How partners can bring it to life:
• Add volunteer experiences at check-in (Farm to Pantry gleaning, LandPaths hikes, Russian Riverkeeper cleanups).
• Build a “give back” package that donates a portion of each stay to a local cause.
• Host storytelling nights featuring local changemakers or regenerative farmers.
• Offer meditation or gratitude journaling kits in-room.
• Create a “Purpose Passport” where guests collect stamps for experiences that support the community.
• Partner with SCT to list “Kind Traveler” options on your site.
• Provide guests with a “How You Helped” thank-you note summarizing impact.
• Offer one-night volunteer/one-night relax retreats (service + spa).
3. TOWNSIZING
Why it matters:
Small towns with big hearts are gaining popularity as travelers seek authenticity and walkable charm.
Sonoma County angle:
Petaluma, Sebastopol, Windsor, and Glen Ellen stand out with boutique, local-first vibrancy.
Collaboration ideas:
• Create joint “Weekend in [Town]” itineraries featuring stays, dining, and events.
• Develop hotel and micro-itineraries showcasing nearby makers.
PR hook:
“Sonoma County’s small towns are growing smarter, not bigger.”
How partners can bring it to life:
• Partner with nearby makers, boutiques, and restaurants to create a “Weekend in [Town]” itinerary.
• Offer walking tour maps that highlight local architecture and hidden gems.
• Collaborate with the chamber or visitor center to create small-town festival weekends.
• Feature “shop local” welcome baskets filled with products from nearby artisans.
• Promote “Park Once” weekends—walkable itineraries that skip the car entirely.
• Provide complimentary bikes or e-scooters to explore Main Street.
• Offer history walks or storytelling nights with local historians.
• Develop town-specific branding: “Sleep Like a Local in Sebastopol.”
4. REGENERATIVE WINE COUNTRY
Why it matters:
Beyond sustainability, guests now expect destinations to leave the land better than before.
Sonoma County angle:
99% of vineyard acreage is certified sustainable; regenerative is our next step.
Collaboration ideas:
• Vineyard tours combined with maker workshops (e.g., glass wine stoppers, recycled cork jewelry).
• “Taste & Tend” weekends blend tastings with farm education.
PR hook: “Wine that grows from living soil, and a living culture.”
How partners can bring it to life:
• Highlight partnerships with regenerative vineyards on your website.
• Offer “Vineyard-to-Table” packages featuring tastings, soil tours, and chef pairings.
• Include a mini “living soil” exhibit or planter at your property.
• Provide refillable glass water bottles and compostable amenities.
• Offer a “Taste & Tend” weekend with farm volunteer mornings and chef-led dinners.
• Share a short film or QR code about regenerative practices in-room.
• Sell or gift biodynamic olive oil or honey from partner farms.
• Promote “Regenerative Weekends” with a portion of proceeds donated to habitat restoration.
5. DETOUR DESTINATIONS
Why it matters:
Travelers want to avoid crowds and discover authentic spots.
Sonoma County angle:
Towns like Jenner, Occidental, and Cloverdale offer fresh, lessexplored energy.
Collaboration ideas:
• Create themed “Sonoma County Side Trip” itineraries.
• Bundle remote stays with local adventure experiences.
PR hook:
“The next best-known secret of Wine Country.”
How partners can bring it to life:
• Market your property as a “base camp for discovery” with maps to hidden beaches, forest trails, and farm roads.
• Offer weekday discounts for travelers exploring offseason or lesser-known towns.
• Curate “Side Trip” packages with small-town cafés and galleries.
• Partner with adventure outfitters for kayaking, horseback, or foraging tours.
• Provide local guide playlists or narrated drive routes for scenic detours.
• Host “Hidden Sonoma” storytelling nights featuring locals.
• Create “Stay Longer” incentives for multi-night explorations of the backroads.
6. GOODS GETAWAYS
Why it matters:
Travelers want tangible treasures and edible stories.
Sonoma County angle:
From small-batch chocolate to heritage olive oil, Sonoma County’s goods are travel-worthy
Collaboration ideas:
• “Made in Sonoma County” market weekends.
• Hotel welcome gifts featuring local artisans.
PR hook:
“From terroir to table, take a piece of Sonoma County home.”
How partners can bring it to life:
• Partner with local artisans for rotating “Made in Sonoma County” mini markets on-site.
• Feature locally made bath, chocolate, olive oil, or honey amenities in-room.
• Offer guests a “Tastemakers Trail” map with special offers at artisan shops.
• Curate take-home pantry boxes of local condiments, preserves, and teas.
• Host a “Meet the Maker” breakfast series featuring local chocolatiers or ceramicists.
• Partner with distilleries for “Drink Local” cocktail kits.
• Offer “Sonoma Souvenir Sessions” where guests make their own candle, spice blend, or jam.
7. THE ALL-INCLUSIVE GLOW-UP
Why it matters:
All-inclusives are trending again, but reimagined for today’s mindful traveler.
Sonoma County angle:
Boutique “all-included” experiences fit Sonoma County’s ethos perfectly.
Collaboration ideas:
• Partner packages: stay + dine + wellness.
• One price, many pleasures (breakfast basket, tasting, sunset yoga).
PR hook:
“All-inclusive, Sonoma County style: crafted, not canned.”
How partners can bring it to life:
• Offer “All-Included, Sonoma-Style” packages: breakfast basket, local tasting, yoga, and late checkout.
• Bundle partnerships with nearby spas, restaurants, and farms into one booking.
• Create mini “Taste, Rest, Repeat” retreats with wine, wellness, and wandering.
• Include gratuities and parking in transparent “One Price Weekends.”
• Feature custom experiences, where guests choose from a list of included activities.
• Add micro-luxuries: picnic baskets, prepacked adventure kits, or turndown truffles.
• Market simplicity as sophistication: “Everything you need, beautifully handled.”
8. HOTEL RESTAURANT RENAISSANCE
Why it matters:
Travelers are choosing hotels for their restaurants.
Sonoma County angle:
Our chefs and hoteliers blur the line between hospitality and artistry.
Collaboration ideas:
• Chef-led room service menus.
• “Stay for the Table” promotions with partner wineries.
PR hook:
“Sleep where you’ll want to dine twice.”
How partners can bring it to life:
• Design dining spaces with storytelling: menus inspired by local farms and seasons.
• Host “Dinner & Dialogue” events with winemakers or chefs.
• Create chef’s table experiences for overnight guests.
• Offer “Dine + Stay” rates that include dinner, breakfast, and a signed menu keepsake.
• Add pop-up guest chef weekends.
• Use breakfast to showcase local bakers or farmers.
• Turn your bar into a local spirits lab: monthly distiller or mixologist takeovers.
• Feature recipe cards from the chef in the rooms.
9. JOMO TRAVEL
Why it matters:
Joy of missing out: travelers crave quiet, private, restorative escapes.
Sonoma County angle:
Sonoma County’s secluded stays and wide-open spaces deliver JOMO in spades.
Collaboration ideas:
• Create “Unplugged Packages” (no Wi-Fi, yes to wine).
• Promote forest cabins and wellness lodges.
PR hook: “Your out-of-office, answered.”
How partners can bring it to life:
• Offer “Unplugged Weekends” with no Wi-Fi, just books, fire pits, and wine.
• Provide Polaroid cameras instead of TV remotes.
• Add “Do Nothing” itineraries with quiet picnic spots and hammocks.
• Offer in-room comfort kits: cozy socks, tea, playlists, puzzles.
• Design silent breakfasts or screenfree lounges.
• Market “Introvert Specials”: quiet rooms, late breakfast, no agenda.
• Collaborate with spas or yoga studios for “Rest & Retreat” add-ons.
10. THE ART OF SLEEP
Why it matters:
Sleep tourism is the new status symbol.
Sonoma County angle:
Rest is part of Sonoma County’s hospitality DNA.
Collaboration ideas:
• Sleep kits from local makers (lavender sachets, tea, eye masks).
• Partner spa or yoga studios for nighttime rituals.
PR hook:
“Wine country dreams, guaranteed.”
How partners can bring it to life: .
• Offer pillow menus and white noise playlists.
• Provide herbal teas, lavender sachets, and sleep eye masks from local makers.
• Add guided “wind-down” audio or gentle yoga before bed.
• Host “Sleep Retreat” weekends with breathwork or dream journaling.
• Market nap nooks or outdoor daybeds as amenities.
• Use scent diffusers with local essential oils.
• Include turndown cards with poetry or mindfulness prompts.
• Partner with wellness experts for sleep workshops.
11. NOCTOURISM
Why it matters:
Travelers want to reclaim the night, safely and soulfully.
Sonoma County angle:
Clear skies, moonlit coastlines, and creative energy make for magical nights.
Collaboration ideas:
• “Stars & Sips” nightcaps with astronomers.
• “After Hours at the Vineyard” acoustic sessions.
PR hook:
“Because nightfall is when Sonoma County truly glows.”
How partners can bring it to life:
• Offer night hikes or guided stargazing with astronomers.
• Partner with wineries for “After Dark Tastings.”
• Create moonlight dinners or fireside storytelling sessions.
• Install telescopes in select suites.
• Offer twilight kayak or bonfire packages.
• Host acoustic courtyard sessions under string lights.
• Provide red-light headlamps for guests to explore trails safely.
• Offer zero-proof “Sleepy Spritz” nightcaps.
12. FARM CHARM
Why it matters:
Agritourism continues to thrive, blending education, taste, and connection.
Sonoma County angle: Our farmers are storytellers and stewards.
Collaboration ideas:
• Farm-to-fork itineraries linking inns, vineyards, and growers.
• Lodgings partner with farms for “Adopt-a-Garden” stays.
PR hook:
“Rooted in taste, grown in community.”
How partners can bring it to life: .
• Partner with nearby farms for “Adopt-a-Garden” or harvest experiences.
• Offer farm breakfasts using partner ingredients.
• Host weekly farmers’ markets or tastings on-site.
• Display farm-sourced bouquets and produce in public spaces.
• Offer behind-the-scenes farm tours.
• Add a “Kids on the Farm” day for family stays.
• Create agritourism itineraries highlighting the Farm Trail.
• Offer “Farm Fresh Fridays” menus or farm-to-bed picnics.
13. WELLNESS IN THE REDWOODS
Why it matters:
Nature-based wellness is the new luxury.
Sonoma County angle:
Sonoma County’s forests and coastlines are living sanctuaries.
Collaboration ideas:
• Forest bathing at Armstrong Redwoods + spa + tea ritual.
• “Wellness through Nature” weekends with local healers.
PR hook:
“Where well-being meets the wild.”
How partners can bring it to life:
• Offer guided forest bathing sessions at Armstrong Redwoods.
• Add sound baths, yoga, or breathwork in outdoor settings.
• Create “Forest & Spa” packages with local wellness practitioners.
• Provide in-room aromatherapy kits and nature journaling sets.
• Offer “sunrise serenity” morning rituals on decks or lawns.
• Host “Reset Weekends” featuring plant-based cuisine and digital detox.
• Collaborate with healers for cacao ceremonies or guided meditations.
• Market “Wellness through Nature” experiences as Sonoma County’s signature.
14. BIODYNAMIC BEAUTY
Why it matters:
Guests seek authenticity: biodynamic practices are the ultimate transparency.
Sonoma County angle:
A deep-rooted movement already shaping vineyards and farms.
Collaboration ideas:
• Winery + restaurant “closed loop” dinners.
• Biodynamic workshops paired with stays.
PR hook:
“Drink the philosophy, not just the wine.”
How partners can bring it to life: .
• Highlight biodynamic wines and farms in guest materials.
• Offer tours and tastings emphasizing lunar planting cycles.
• Include biodynamic amenities: herbal salves, honey, and floral mists.
• Host workshops on composting, beekeeping, or herbal healing.
• Partner with regenerative wineries for multi-sensory pairings.
• Offer “Earth Element” spa treatments inspired by the biodynamic calendar.
• Include local stone or wood art in décor.
15. VOLUNTOURISM WITH HEART
Why it matters:
Doing good while traveling is no longer niche: it’s expected.
Sonoma County angle:
Sonoma County’s nonprofits make giving back effortless.
Collaboration ideas:
• Hotels list volunteer options at check-in.
• Experiences partner with Leave No Trace, Russian Riverkeeper, or Farm to Pantry.
PR hook:
“Kindness is the new currency of travel.”
How partners can bring it to life:
• Display volunteer options at check-in or online booking.
• Offer half-day community projects before afternoon leisure.
• Provide incentives (discounts or perks) for guests who participate.
• Offer sustainable welcome gifts (seed cards, refill bottles).
• Partner with nonprofits for donation-matching stays.
• Create a “Good Traveler” wall or digital photo gallery.
• Develop “Give & Stay” seasonal campaigns.
• Provide take-home thank you notes showing local impact.
16. THIRD PLACE TRAVEL
Why it matters:
Post-pandemic travelers crave social belonging beyond home and work.
Sonoma County angle:
Our tasting rooms, cafés, and creative spaces are perfect “third places.”
Collaboration ideas:
• Monthly community pop-ups at hotels or wineries.
• Restaurant-hosted “locals’ table” nights.
PR hook:
“Where visitors feel like regulars.”
How partners can bring it to life: .
• Turn lobbies into social living rooms with local coffee or wine hours.
• Host casual open mic nights, game nights, or art popups.
• Partner with cafés or co-ops for creative collaboration events.
• Offer locals’ memberships for amenities or day passes.
• Create a “Local Lounge” space with community art and music.
• Introduce themed evenings, such as “Maker Monday” or “Trivia Tuesday.”
• Collaborate with local musicians or baristas for popups.
17. CREATIVE CONNECTION
Why it matters:
Travelers want to express, not just consume.
Sonoma County angle:
Art, craft, and creativity are part of our landscape.
Collaboration ideas:
• Makers host “Art + Aperitif” evenings.
• Hotels feature local artist residencies
PR hook:
“Where your muse checks in, too.”
How partners can bring it to life:
• Offer “Art & Aperitif” workshops with local artists.
• Install mini galleries showcasing local work for sale.
• Host weekend artist residencies with guest meet-andgreets.
• Provide craft kits or sketchbooks in rooms.
• Partner with art centers for studio tours.
• Include QR codes linking to artists’ stories.
• Market “Stay with the Muse” packages featuring art classes.
• Offer creative retreat discounts for groups or solo travelers.
18. FUNCTIONAL FOOD & FLAVOR FIRST
Why it matters:
The sober-curious and health-conscious wave is growing.
Sonoma County angle:
Sonoma County can lead in culinary innovation, balancing taste and innovation.
Collaboration ideas:
• Zero-proof wine pairings.
• “Morning Tonics & Movement” mini-classes.
PR hook:
“Flavor-forward, spirit-optional.”
How partners can bring it to life: .
• Create zero-proof cocktail menus with local shrubs and botanicals.
• Serve “mood food” breakfasts featuring adaptogenic ingredients.
• Host “Flavor First” workshops with chefs on mindful eating.
• Offer “Drink Differently” tastings: kombucha, kefir, and shrubs.
• Feature magnesium-rich or antioxidant-forward dessert specials.
• Include healthy mini-bar swaps (trail mix, herbal teas).
• Partner with nutritionists or mixologists for retreats.
19. MICRO-LEARNING GETAWAYS
Why it matters:
Travelers want to learn something new and share it.
Sonoma County angle:
Our artisans, chefs, and growers are natural teachers.
Collaboration ideas:
• “Skill + Sip” weekends (cheese making, natural dyeing).
• “Learn Local” itineraries led by artists and winemakers.
PR hook:
“Leave with more than memories.”
How partners can bring it to life:
• Offer short classes: wreath-making, knife skills, and phone photography.
• Host “Skill + Sip” sessions pairing wine with a craft.
• Create a “Sonoma Schoolhouse” weekend calendar.
• Collaborate with makers for pop-up workshops.
• Provide take-home kits for guests to continue learning.
• Partner with wineries for blending or labeling workshops.
• Market it as “Learn Local Weekends.”
20. BLEISURE & MIDWEEK MINDSET
Why it matters:
Work and leisure now blend seamlessly.
Sonoma County angle:
Sonoma County offers easy escapes for digital nomads.
Collaboration ideas:
• “Work from Wine Country” packages with coworking, tastings, and nature breaks.
• Midweek itineraries with partner discounts.
PR hook:
“One laptop, two nights, and a vineyard view.”
How partners can bring it to life:
• Offer “Work from Wine Country” packages with Wi-Fi, coffee credits, and late checkout.
• Create dedicated workspaces or meeting day passes.
• Bundle midweek deals with local tastings or outdoor breaks.
• Host networking happy hours for professionals.
• Promote quiet, inspiring settings for focus and creativity.
• Offer partner passes for companions to explore while guests work.
• Market “Two Nights, One Laptop, Zero Stress.”
21. THE NEW LUXURY
Why it matters:
Comfort now equals craftsmanship, not excess.
Sonoma County angle:
Handcrafted hospitality defines Sonoma County’s sense of place.
Collaboration ideas:
• Lodging + artisan partnerships for in-room amenities.
• Restaurants collaborate with local potters, florists, or winemakers.
PR hook:
“Luxury with calloused hands and a generous heart.”
How partners can bring it to life:
• Showcase craftsmanship: locally made furniture, ceramics, linens.
• Offer private chef dinners featuring local artisans.
• Provide in-room art and artisan profiles.
• Replace over-the-top amenities with quality, sustainable ones.
• Offer behind-the-scenes maker tours for guests.
• Curate “Luxury with Intention” weekends (wellness + craftsmanship).
• Highlight the human touch in every detail.
22. SEASONAL REIMAGINING
Why it matters:
Travelers now follow experiences, not weather.
Sonoma County angle:
Every season offers its own abundance.
Collaboration ideas:
• Off-season events like “Winter in Wine Country.”
• Lodging and restaurant pairing for cozy “Hibernate Weekends.”
PR hook:
“Sonoma County doesn’t slow down; it transforms.”
How partners can bring it to life:
• Create “Hibernate Weekends” with fireside tasting menus.
• Offer seasonal decor and themed packages (apple harvest, olive oil season).
• Partner with farms and makers for seasonal pop-ups.
• Promote winter glamping or cozy cottage escapes.
• Host “Sonoma County Seasons” mini festivals.
• Offer weather-ready perks (rain boots, hot toddy kits).
• Market off-season as “the locals’ favorite time to visit.”
23. CULTURAL FUSION
Why it matters:
Global palettes and cross-cultural hospitality are redefining local flavor.
Sonoma County angle:
Our diversity drives innovation in cuisine and craft.
Collaboration ideas:
• Partner with local groups that host Mahjong, such as the Sonoma Mahjong Club, the Newcomers Club of Santa Rosa, or the Sonoma Valley Woman’s Club, to offer cultural game nights or fusion-themed social events.
• Fusion pop-ups (Asian wines + Sonoma County small plates).
PR hook:
“Where every culture has a seat at the table.”
How partners can bring it to life:
• Host multicultural dinner series featuring local chefs.
• Partner with organizations such as Sonoma County Historical Society, Sonoma Valley Historical Society, Sonoma League for Historic Preservation, Western Sonoma County Historical Society and the West County Museum, the California Indian Museum and Cultural Center, Raizes Collective, and Occidental Arts and Ecology Center to hold cultural events.
• Curate room art and music reflecting Sonoma’s diversity.
• Offer fusion cooking classes or wine pairings.
• Include global pantry mini bars (matcha, spices, teas).
• Celebrate cultural heritage months with special menus.
• Invite musicians or dancers from local cultural communities.
24. READING RETREATS
Why it matters:
Literary tourism and “book club travel” are trending.
Sonoma County angle:
Sonoma County’s creativity, cozy lodgings, and storytelling make the perfect escape.
Collaboration ideas:
• “Book & Bottle” weekends with author talks.
• Partner with Readers Books or Sonoma Valley Authors Festival.
PR hook:
“The chapter you didn’t know you needed.”
How partners can bring it to life:
• Create in-room mini libraries with Sonoma County and wine-country reads.
• Partner with Readers’ Books for curated book bundles.
• Offer “Book & Bottle” author weekends with readings and pairings.
• Host book club brunches or fireside discussions.
• Provide “Reading Nook” lounge spaces with cozy chairs and tea.
• Include bookmarks with local art or poetry.
• Offer quiet hours or “silent supper” nights for deep reading.
25. GOOD GRIEF GETAWAYS
Why it matters:
Nostalgia-fueled travel is on the rise as guests seek comfort, humor, and heart in familiar stories. The Peanuts world— timeless, tender, and wise—offers a perfect mix of warmth and whimsy.
Sonoma County angle:
As home to the Charles M. Schulz Museum and the Sonoma County Airport, the region is uniquely positioned to celebrate Schulz’s legacy with meaningful hospitality experiences.
Collaboration ideas:
• Partner with the Schulz Museum and Snoopy’s Home Ice for themed itineraries and packages.
• Work with local cafés for “Great Pumpkin Lattes” or “Flying Ace Cocoa.”
• Incorporate midcentury-inspired décor, and Schulz quotes throughout guest spaces.
PR hook:
“A stay that reminds guests what happiness is.”
How partners can bring it to life: .
• Create Peanuts-inspired rooms with subtle nods, like yellow zigzag throws, vintage typewriters, and comic art prints.
• Offer “Good Grief Mornings” with cocoa, toast, and jam breakfast trays.
• Add Vince Guaraldi jazz to lobby playlists or live weekend sets.
• Provide journaling kits or typewriters labeled “For Your Great American Novel.”
• Offer dog-friendly “Bring Your Beagle” stays with treats and portraits.
• Host “Flying Ace” scavenger hunts or “Blue Blanket” self-care retreats.
• Feature local artists’ Schulz-inspired work or rotating mini-exhibits.
PR OPPORTUNITIES
Maximize Your Visibility and Elevate Your Business
Sonoma County is most impactful when we share our story together. The right PR strategy can introduce your business to new audiences, generate media interest, and turn your most unique offerings into experiences visitors want to book. Whether you are launching something new, refining your story, or simply aiming to increase awareness, our PR team is here to support you.
Why Participate PR Efforts
Thoughtful storytelling can help your business:
• Reaching travelers before they plan their trip
• Enhancing your brand presence across regional, national, and international markets
• Building credibility and trust through earned media coverage
• Generating interest during shoulder and off-season periods
• Encouraging longer stays and repeat visitation
• Tapping into trends that align naturally with what you offer
PR is more than just press releases. It’s about helping visitors see what makes you unique and how your business reflects the spirit and identity of Sonoma County.
What We Look For
Media are attracted to offerings that feel fresh, unique, and rooted locally. Consider reaching out when you have:
• A new or updated experience that reflects current travel trends
• A seasonal package or themed weekend
• A compelling personality or maker story
• A sustainability or regenerative initiative
• An event, workshop, or micro-learning opportunity
• Creative partnerships with other Sonoma County businesses
• A visual or sensory experience that photographs well
If you’re unsure whether something qualifies, feel free to ask. Often, the best stories start with a simple idea that hasn’t been shared yet.
How SCT Can Support You
Here are several ways we can help bring your story to life:
• Provide guidance on crafting a compelling narrative
• Include your story in media pitches and trend-based story roundups
• Support visiting journalists seeking interviews or experiences
• Collaborate on new packages or concepts that respond to traveler trends
• Amplify your story through SCT content channels when appropriate
• Offer insights from FINN Partners on national and international media interest
We rely on strong partnerships with local businesses to keep our media outreach vibrant and relevant. Your stories shape how visitors imagine Sonoma County and how journalists introduce our region to the world.
Ready to Explore Opportunities?
If you’re interested in PR support or want to learn how to better position your offerings for media interest, we’d love to hear from you.
Email: Connect with us at publicrelations@sonomacounty.com.
When we work together, we can inspire new adventures, spark creative partnerships, and enhance the stories that make Sonoma County truly memorable.