Know-How Exchange : Advertising/PR

I have been asked to put together a PR plan for a company that offers a free venue finding service. They were until now the only company doing this in this region but now face competition from another company offering the same service.

I need to put some creative ideas together to create awareness of this service, which is still a fairly new concept here. The company wants to target all sectors that organise meetings, conferences and accommodation on a regular basis which span industries including oil and gas, pharmaceuticals, fmcg, construction etc.

We have been offered a bylined monthly column to write what we want that is directly related to the hospitality industry who the company works closely with, and possibly the clients themselves but not obviously about the company itself (that would be advertising) so I need some ideas for topics for this.

Any other ideas?