We are Christina and Peter Pilarski, founders and leaders of CIPR Communications.
In the seventh episode of our podcast series on the Value of Tourism, we look at the importance of being realistic in your goals and approach as you plan and implement a campaign. There is usually a lot of passion involved in these types of initiatives, and the people involved sometimes need to be brought down down to earth. Big ideas and high ideals need to be translated into achievable goals. The overall “why” needs to be broken down into smaller “why’s” that can serve as measurable milestones. The overarching strategy must be divided into specific tactics in line with the available budget and other resources. It is very important to get real about what you want to achieve, and the resources and timelines involved.
Balancing Timelines and Resources
Your big ideas must ultimately be distilled into the available resources – including money, personnel and tactics, and broken down into tasks and goals that can be achieved within a certain period. There is often a balancing act between time and resources: fewer resources may lead you to extend your timeline, while more plentiful resources may mean that you can achieve your outcomes in a shorter time. As you plan your strategy, you will have to find the balance between these two elements.
To find out more about how to get real about your Value of Tourism strategy, listen to Episode 7 of our latest blog series. For more information on public relations, marketing strategy and related topics, read our blog, listen to our podcast, or contact us.
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Christina Pilarski
Christina Pilarski is CEO and co-founder of CIPR Communications, a digital PR, marketing, and AI consulting agency serving hospitality, tourism, and luxury lifestyle brands across North America. Before starting CIPR in 2010 with her life partner and business partner, Peter Pilarski, Christina led campaigns in a series of corporate roles and served as Special Advisor to the Minister at Alberta's Department of Tourism, Parks and Recreation. She now leads a team of 20+ staff and contractors across CIPR and its AI-focused division, the Tourism AI Network. Christina holds a BA with Honours and an MA in Communications Studies from the University of Calgary. Outside the office, she's a mom of twins and two dogs, based in Calgary.
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Peter Pilarski
Peter Pilarski is the Founder of Tourism AI Network and President of CIPR Communications. He helps tourism and hospitality organizations adopt AI strategically — from AI search visibility and custom tool development to team training and executive advisory. He is a sought-after keynote speaker, workshop facilitator, and AI advisor whose sessions blend practical frameworks with real-world results.
