Editorial Board   Guest Author

Ms. Guitar

Laura Guitar

EVP + Partner, rbb Communications

Laura Guitar leads Reputation & Risk Advisors, a division of rbb Communications, focusing on issues, crisis and reputation management.

Ms. Guitar's experience includes strategic communications programming for clients across a wide range of industries. This includes crisis preparedness planning, issue-oriented campaigns, litigation communications, and programs to mitigate risk and reputational impact including during M&A transactions. Laura is specifically focused on mitigating digital and social reputation impacts associated with major brands, corporations and high-profile individuals.

Her experience includes:

. Participation as a member of Delta Airlines' national crisis response team, with responsibility for on-site crisis response support as needed.

. Development of a comprehensive crisis response plan for a multi-location pediatric specialty healthcare system and training to support multi-level/discipline staff execution of the plan.

. On-call crisis counsel for the world's largest fast food restaurant franchise company.

. Crisis counsel for several law firms, including strategic communications support for the multi-state class action lawsuit filed against a German-based Chinese drywall manufacturer.

. Crisis support for one of the largest independent retailers of wine and spirits in the US.

. Positioning program to offset negative media coverage and business impacts around a medical malpractice lawsuit targeting the largest physician practice group in the Southeast.

. Advocacy campaign for a pediatric healthcare system planning to establish a new children's hospital in Medical City at Lake Nona. Working with local and state elected officials, community organizations, and key influencers, the campaign facilitated state approval in the form of a Certificate of Need in a record 22-month timeframe despite significant opposition.

Ms. Guitar has served a wide range of clients including the Walt Disney Company, Publix, GE Healthcare, the Chinese Ministry of Rail, the University of Florida and multiple health care systems. A graduate of Rollins College, she has been recognized for her professional accomplishments and volunteer efforts with a variety of industry and community awards.

Please visit http://www.rbbcommunications.com for more information.

Ms. Guitar can be contacted at +1 305-249-1147 or laura.guitar@rbbcommunications.com

Coming up in August 2020...

Food & Beverage: New Technological Innovations

In the past few years, hotel food and beverage departments have experienced significant growth. Managers are realizing just how much revenue potential this sector holds, both in terms of additional revenue and as a means to enhance the guest experience. As a result, substantial investments are being made in F&B operations as a way to satisfy hotel guests but also to keep pace with the competition. Though it has been a trend for many years, the Farm-to-Table movement shows no signs of abating. Hotel chains are abandoning corporate restaurants and are instead partnering with local chefs to create locally-influenced dining options. Local, farm-sourced ingredients paired with specialty beverages or local wine also satisfies the increasing demand from Millennial travelers who are eager to travel sustainably and contribute to a positive impact. A farm-to-table F&B program also helps to support the local economy, which builds community goodwill. Also popular are "Self-Serv" and "Grab & Go" options. These concepts stem from an awareness that a guest's time is limited and if a hotel can supply them with fast, fresh, food and beverage choices, then so much the better for them. Plus, by placing these specialty kiosks in areas that might be traditionally under-utilized (the lobby, for instance), they can become popular destination locations. Of course, there are new technological innovations as well. In-room, on-screen menus allow guests to order from any restaurant on the property, and some hotels are partnering with delivery companies that make it possible for guests to order food from any restaurant in the area. Also, many hotels are implementing in-room, voice-activated devices, so ordering food via an AI-powered assistant will soon become mainstream as well. The August issue of the Hotel Business Review will report on these developments and document what some leading hotels are doing to expand this area of their business.