Public relations is the ongoing work of shaping how a business is understood, building credibility and visibility, and strengthening the relationships that influence who discovers, trusts, refers, and ultimately hires you.

Businesses often seek outside counsel when launching, repositioning, entering a new market, introducing a new offering or preparing for growth.

For luxury hospitality and event businesses, that work can extend well beyond media relations into positioning, sales, relationships and market strategy.

In Good Company PR is a boutique strategic advisory and communications firm specializing in the luxury celebrations economy, including luxury hotels, private estates, wedding and event businesses, and select adjacent brands.

Founded in 2016, In Good Company PR’s experience spans independently owned luxury hotels and private estates, wedding and event planners, and creative partners across photography, catering, stationery, rentals, jewelry, fashion, and more - all part of the broader luxury celebrations ecosystem.

A selection of current and former clients, representative of the categories we serve, includes:

• Luxury hotels, private estates & venues: Boston Harbor Hotel, Middleburg Hospitality

• Wedding & event planners: Beth Helmstetter Events, Laurie Arons Special Events, Julian Leaver Events, Lisa Vorce CO, Bash Please

• Photography: KT Merry, Sarah Falugo, The Wedding Artists Co.

• Catering & culinary: Paula LeDuc Fine Catering & Events

• Stationery, invitations & paper goods: Yonder Design

• Event design and production: Curated Events, Casa de Perrin, Sperry Tents, Dart Collective, Studio Mondine

• Jewelry & fashion: Bario Neal, Hannah Florman Fine Jewelry, Hayley Paige

Clients often come to us when the caliber of their brand has outpaced how it is positioned, discovered, communicated, or converted into business.

That can mean refining an established brand's positioning, elevating perceived value, strengthening inquiry and sales conversion, entering a new market, building relationships with influential planners or advisors, preparing a hotel or property for the luxury celebrations market, developing an owned editorial platform, improving digital and AI discoverability, or navigating a launch, acquisition, leadership transition, or other defining business moment.

Our role is to look across the business rather than treat PR, marketing, content, relationships, and reputation as disconnected functions.

In Good Company PR works with clients and industry partners across the United States and internationally, with relationships spanning the global luxury hospitality and celebrations market.

Our work is not limited by the location of our offices in Boston, Massachusetts and Washington, D.C. We advise destination properties, private estates, creative businesses, and luxury brands whose clients, collaborators, and opportunities may cross cities, regions, and countries.

We are best suited to highly considered, independently minded brands that value reputation, relationships, discretion, and long-term positioning over high-volume exposure.

Many of our clients already have an exceptional product, property, service, or reputation in place. The opportunity is often to make sure the way the business is positioned, communicated, discovered, and experienced reflects that same level of quality.

We may not be the right firm for brands seeking a high-volume agency model or representation alongside numerous direct competitors, or visibility without a willingness to invest in positioning and participate in a collaborative, long-term communications process.

Our work is intentionally high-touch and relationship-driven. The strongest partnerships are with clients who value thoughtful positioning, senior-level counsel, discretion, responsiveness, and collaboration.

No. Media relations is an important part of our work, but In Good Company PR also advises across brand positioning, business development, sales and conversion, digital discoverability, owned content, industry relationships, partnerships, market intelligence, and senior marketing strategy.

Depending on the engagement, our work may include brand articulation and messaging, competitive positioning, sales and proposal audits, website and GEO/AI optimization, editorial strategy, planner mapping and introductions, CRM development, launch strategy, executive communications, partnership development, paid marketing and digital advertising, experiential programming, and ongoing senior counsel.

The common thread is not a particular marketing channel. It is helping a brand become more clearly understood, more strategically positioned, and more trusted by the people who matter to its growth.

In Good Company PR offers ongoing Full Service/Agency of Record representation, strategic advisory and brand-positioning engagements, senior fractional marketing leadership, and select project-based work built around a specific business opportunity or challenge.

Our signature offering is ongoing Full Service representation for brands seeking a proactive PR and strategic partner. We also take on deeper strategy engagements, including Brand Articulation and positioning work that establishes the purpose, narrative, audience, competitive position, and roadmap future marketing can build from. For select companies, we work in a fractional senior marketing or Chief Growth Officer capacity, integrating with ownership and internal teams across communications, positioning, content, sales, and partnerships. Focused engagements may also center on a launch, acquisition, market entry, website or digital discoverability project, editorial strategy, industry relationships, or executive communications needs.

Our Full Service representation combines proactive media relations with ongoing strategic counsel across positioning, reputation, relationships, content, partnerships, and growth.

In this capacity, In Good Company PR serves as a client's Agency of Record and strategic extension of its leadership and marketing teams. Each scope is tailored, but may include proactive media pitching, press relationship management, thought leadership, messaging, editorial and owned-content strategy, awards and speaking opportunities, partnership development, launch or announcement strategy, industry relationship-building, digital recommendations, and ongoing counsel around opportunities as they arise. Rather than treating each of these activities as a separate marketing tactic, we consider how they work together to build a recognizable and trusted market position over time.

Our media relationships span wedding, hospitality, travel, lifestyle, architecture, design, culture, and business media, across print and digital publications, broadcast, podcasts, newsletters and Substacks, and social-first editorial platforms. We consider the right medium as carefully as the story itself, prioritizing the platforms with the greatest relevance, authority, and influence among the people a client needs to reach.

Our clients and their work have been featured in Vogue, The New York Times, The Wall Street Journal, Architectural Digest, Town & Country, Barron's, Forbes, and Financial Times, as well as influential independent and emerging media including Emily Sundberg's Feed Me newsletter, Girlboss' Ambition 2.0 podcast, and The Everygirl podcast.

A Brand Articulation is a strategic foundation that defines how a business understands itself, how it should be positioned in the market, whom it needs to reach, and how those ideas should guide future decisions.

It can address purpose and vision, brand pillars, audiences, messaging, competitive positioning, business development, digital presence, sales, experience, industry relationships, and future growth. It is particularly valuable for established brands entering a new chapter or preparing for expansion or repositioning. 

This work is especially useful for established brands entering a new chapter, companies whose growth has outpaced their positioning, businesses preparing for expansion or repositioning, and founders who need greater clarity before investing further in marketing or PR.

Yes. We advise on how a brand is understood and retrieved across traditional search engines, AI-driven discovery, and the broader digital environments prospective clients use for research and validation.

Depending on scope, this can include website messaging and content architecture, Generative Engine Optimization (GEO), SEO fundamentals, metadata, image and ALT-text strategy, heading structure, entity and keyword clarity, user experience, vendor and directory profiles, Google Business Profile optimization, and owned editorial strategies that build long-term authority.

Yes. Helping independently owned luxury hotels, private estates, and destinations position themselves for weddings, milestone celebrations, and full-property buyouts is one of our core areas of expertise.

At the highest end of the market, demand is heavily influenced by trust and the recommendations of planners, family offices, executive assistants, estate managers, advisors, and other intermediaries. 

We help boutique hotels and private estate properties evaluate and refine the entire celebrations proposition, which may include market positioning, wedding and buyout offerings, sales materials, inquiry journeys, website copy, visual storytelling, planner relationships, familiarization experiences, editorial strategy, and broader reputation building.

Yes. In Good Company PR has an established global network of luxury wedding and event planners, designers, private advisors, editors, producers, and other trusted intermediaries who influence where high-net-worth and ultra-high-net-worth clients celebrate and which partners they choose to work with.

We don't treat introductions as a numbers game. We consider market, clientele, aesthetic, capabilities, price point, and opportunity to ensure there is a genuine fit. Depending on the engagement, our work may include relationship mapping, CRM development, introductions, planner outreach, familiarization experiences, and industry strategy.

Yes. We advise on and manage digital advertising strategies designed to increase visibility, drive qualified traffic, generate inquiries, and support broader business goals.

Depending on the brand and audience, our digital advertising work may include Google Ads, Meta advertising across Instagram and Facebook, and Pinterest advertising. We develop channel strategies based on the business objective, target audience, market, creative assets, and customer journey rather than applying the same approach across every platform.

Digital advertising is most effective when it works alongside a broader communications and marketing strategy rather than operating in isolation.

We consider paid media alongside PR, content, SEO, GEO/AI discoverability, partnerships, sales, and the overall customer journey. The goal is not simply to generate clicks or impressions, but to create a cohesive strategy that increases qualified visibility, builds trust, and ultimately supports business growth.

Our differentiation comes from the combination of category specialization, senior strategic counsel, category exclusivity, and deep access to the interconnected network of people who influence the luxury celebrations market.

Our specialization extends beyond press. We understand not only the publications that cover this world, but the planners, designers, advisors, tastemakers, and creative partners whose recommendations influence where significant celebrations happen and who is trusted to create them.

For more than a decade, we have worked inside this ecosystem rather than adjacent to it. We understand how planners evaluate properties and creative partners, how editors assess stories, how affluent clients conduct reputation due diligence, and how trusted recommendations move through a relatively small and relationship-driven market.

Our relationships span hundreds of planners, designers, creatives, editors, producers, and industry leaders globally. 

Founder Natalie Denyse has also contributed to industry conversations through organizations and platforms including Engage! Summits, WIPA, ILEA, NACE, The Business of Luxury Weddings, and more.

We operate as both communicators and strategic advisors, considering not only where brands should be featured, but also how they should be understood, what rooms they belong in, who they should know, and what will make them more valuable and trusted names over time.

Category exclusivity means we intentionally limit the number of directly competing brands we represent within the same category or market during an engagement.

Clients should never have to wonder whether their strategy, proprietary programming, story, or relationships are simultaneously being used to advance a direct competitor.

That matters particularly in luxury hospitality and celebrations, where discretion and trust carry significant value. Limiting competitive overlap allows us to protect client information, pursue opportunities with clarity, and provide the focused attention our service model is built around.

The right choice depends on what your business needs: larger agencies can provide breadth and scale, while a specialized boutique firm can offer deeper category knowledge, senior-level attention, and highly specific relationships.

For luxury hotels, private properties, and event businesses, specialization can be particularly valuable when the objective is reaching a relatively small but influential group of planners, editors, advisors, tastemakers, and prospective clients.

In Good Company PR can also work alongside larger national and international agencies, internal marketing departments, brand studios, digital partners, and sales teams as a specialized celebrations, hospitality, or strategic growth partner. The models do not have to be mutually exclusive.

No. Earned editorial coverage is ultimately determined by journalists and publications, and no reputable PR firm can guarantee that an outlet will publish a story.

What we can control is the quality of the strategy: developing a strong factual and narrative foundation, identifying relevant stories, approaching the right people at the right time, preparing clients well, protecting media relationships, and continually looking for ways to make a brand useful and relevant to the conversations happening around it.

Our goal is not to accumulate coverage for its own sake. It is to build credibility, relationships, and recognition that compounds.

Investment varies based on whether a client needs ongoing representation, senior strategic advisory, a defined one-time project, or a more embedded growth and marketing partnership.

Because scopes can differ considerably - from a focused strategy engagement to a multi-phase Brand Articulation or an ongoing full service relationship - we develop proposals around the business objective, level of execution required, timeline, and access to our team.

Some strategic services are offered as defined one-time engagements or advisory sessions, while ongoing and fractional partnerships are scoped individually following an initial consultation.

To explore whether In Good Company PR is the right fit for your brand, contact natalie@ingoodcompanypr.com