A PR agency will always see when there is an opportunity to promote your brand and build awareness. And their approaches will normally be carefully considered, perfectly targeted and very effective. But recently, a few PR companies seem to have been a bit too eager to jump onto the opportunity presented by the announcement of Prince William and Kate Middleton’s engagement. Travel PR companies in particular saw this as the perfect opportunity to promote their clients. But because so many PR companies took the same approach, there wasn’t the opportunity for them to stand out. So many PR companies sent out press releases within minutes of the engagement announcement with most of them suggesting that William and Kate have their honeymoon at their clients’ resorts. One hotel in London was even offering a free afternoon tea and bottle of champagne to any couple called Kate and William who have just got engaged and another was offering a free night at their hotel and a bottle of champagne, for any couple that has got engaged in the last month. It was certainly a good effort on the part of these PR agencies to use such a high profile event to promote their clients, but with so many PR professionals thinking the same thing, perhaps these releases will not be as effective as it was hoped. This just highlights the importance of choosing a PR agency that has fresh ideas and can offer something a little different.