Las Vegas Weekly‘s editor, Shannon Miller, took a hands-on approach to covering Lee Canyon and Learn to Ski & Snowboard Month—literally—by strapping into a snowboard for the first time.
I worked with her to ensure the story highlighted the thrill of learning a new sport and Lee Canyon’s evolution and impact on Las Vegas. From connecting her to a passionate snowboard instructor to gathering insights from long-time visitors, I helped uncover the story within the story—the deeper connections that make an article or segment resonate.
A good PR person doesn’t just pitch a story; they find the story within the story—the details that make it compelling and meaningful.
Often, prospective clients mistake “PR” for press releases, asking How many PRs my company needs to send out to make a difference.
Press releases are just one tool in a PR professional’s arsenal. What makes a PR person a good fit for a brand is their understanding of the company’s industry, its overarching business goals, and how to shape a great story that reaches the right audience.
For outdoor recreation brands, that means working with a PR professional who lives and breathes the space.
1. Industry Knowledge Matters
Your PR team should speak your language. In the outdoor recreation space, they should understand what makes a resort appealing to beginners and seasoned skiers, how trail design influences visitor experience, and why accessibility and sustainability initiatives matter.
Without this knowledge, your PR efforts can fall flat. Journalists can tell when a pitch comes from someone who doesn’t understand their beat. And customers can sense when a brand’s messaging feels inauthentic.
2. Las Vegas is a Unique Outdoor Market
Las Vegas isn’t Aspen or Jackson Hole. But it does have outstanding terrain, offering countless year-round outdoor recreation opportunities. And, Las Vegas is home to a growing community of outdoor enthusiasts.
The abundance of outdoor recreation is why the demand for year-round adventure is rising, from hikers and rock climbers to skiers and mountain bikers.
An effective PR professional understands the nuances of a market like Southern Nevada and knows how to position an outdoor brand for its consumers. They know which media outlets matter, which influencers drive engagement, and how to craft a message that resonates.
3. PR is About Storytelling
Good PR isn’t just about product placement—it’s about telling compelling stories. A snowboard instructor helping a first-timer gain confidence. A local skier is finding a home at Lee Canyon.
Or a family rewriting the narrative of a tragedy into a celebration of their son’s legacy—like the Chris Ruby Memorial Cup at Lee Canyon, which Shannon Miller also covered.
More than an annual ski and snowboard race, it’s an event that brings the community together to honor Chris Ruby’s legacy. I worked with Lee Canyon and the Ruby family to unpack the story within the story, shifting the focus from loss to legacy.
That kind of storytelling isn’t just PR—it’s about helping people connect on a deeper level and crafting a story that inspires action and has an impact.
4. Relationships With Media Are Key
Top outdoor journalists and local media are constantly pitched. The PR professionals who stand out already have credibility in the industry.
I’ve built strong relationships with local Las Vegas media while securing national placements across both B2C and B2B outlets—ensuring outdoor brands get the recognition they deserve.
A PR person who knows outdoor media understands:
❄️ How to pitch stories that feel relevant and timely
❄️ What kind of angles will get picked up
❄️ What types of studies and industry experts, in addition to their client, can they offer journalists
Building these relationships takes years of industry experience.
5. Outdoor Recreation PR Requires a Multi-Channel Approach
Today’s outdoor recreation consumers aren’t just reading magazine articles. They’re engaging with brands through:
Social media marketing
Athlete partnerships
Experiential events
Community engagement
A PR expert who understands outdoor recreation knows how to create integrated campaigns that reach customers where they are—whether in print, online, or on the hill.
The Bottom Line: The Right PR Partner Elevates Your Brand
For outdoor brands in Las Vegas and beyond, working with a PR expert who lives and breathes the industry isn’t a luxury—it’s a necessity.
From media relations to content strategy, the right PR professional helps brands stand out, build trust, and grow their audience.
If you’re looking for a PR strategy that connects with the outdoor community or health and wellness space, let’s connect.
