Insider: Developing a Comprehensive PR Strategy for Your Hotel

By Gini Dietrich, President, Arment Dietrich, Inc.

Ms. Gini Dietrich

Who do you think is delivering your key messages — the message you are sending to your customers?  It’s not you!  Anyone can talk about you, your company, or your products.  It can be an angry customer, an under-trained employee, a reporter who had a bad experience, or your friends, family, and neighbors.  

You are leaving your credibility and expertise in the hands of third parties.  This is why it’s so important to build a public relations strategy, know and communicate your key messages, and let word-of-mouth play its part.  If you have a good reputation and everyone in your company delivers the same exact strategic messages, any third party source can communicate the messages you want conveyed.  

This is my first foray into communicating with Hotelexecutive.com readers.  And I’m excited!  Our experience is niched in the hospitality industry and we have expertise that can help you create your own public relations force that is very specific and targeted toward your business.   

I also can help you decide if and when it’s appropriate to get outside public relations help.  There are many hotel owners and operators who have in-house public relations.  This series of articles is only meant to enhance their expertise.  If you don’t have in-house communications and you don’t outsource it, I guarantee this series of articles will make it less intimidating and help you create your own program without much work. 

While others have written about how PR works with advertising and how to use PR to enhance your brand image, my article, “Developing a Comprehensive PR Strategy for Your Hotel” in this week’s Hotel Business Review gives you tips and pointers for developing your own strategy.  If you follow along and write what I recommend, you’ll have the beginning of a strong PR plan, devoted specifically to your hotel, by the time you finish reading the article. 

Sincerely,

Gini Dietrich

CEO

Arment Dietrich, Inc.

312 787-7249

www.armentdietrich.com

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