Insider: Developing Publicity Materials
By Gini Dietrich, Chief Executive Officer, Arment Dietrich, Inc.
Ms. Gini Dietrich
Building a great hotel brand requires attention to every detail, from ambiance and service to signage, stationery, and business cards. As marketers tick through the checklist of “must do” collateral, the smart ones often include “new publicity materials”. These days, in the 24/7 virtual world where journalists and bloggers seek out facts and figures around the clock, a great online media kit goes a long way. Not only do sleep-deprived travel and hospitality writers appreciate the convenience of at-their-fingertips facts, but many guests also click on Web site news rooms to get the straight scoop as they plan their travels.
My article “Developing Publicity Materials” in the Hotel Business Review focuses on creating and treating your media kit with the same careful attention you devote to emails and letters to your visitors. Information comes in many forms and it is great to offer options - whether it’s a visit to a Web site or a calendar of events available at the front desk. Likewise, it is just as important to provide interesting material to the media so guests know they are making a wise decision to stay at your hotel. Often, publication deadlines approach quickly and reporters need to have the necessary information early and at times convenient to their writing schedule. Be sure your materials are ready to go at all times.
Offering journalists materials they can take with them is vital as it keeps your property top-of-mind and sometimes even brings them back for more to write about once they’ve discovered your hotel. While it’s not always easy for your employees to hand out information face-to-face, knowing your media kit is online ensures easy access.
Nowadays, with the blogging boom, you don’t have to be an accredited journalist to post your opinion online. Any one of your guests is capable of developing a blog and writing about their fantastic or horrendous experiences at your hotel. Bloggers can remain anonymous and many do not document their statistics. Some prospective guests turn to blogs to get honest opinions and hotel reviews. Because of the power that blogs hold, it’s important for your hotel to participate in online conversations and offer easily accessible information.
Having information available in the form of a news room on your Web site is important. As guests are contemplating booking a visit, they can refer to recent media to help them decide whether or not to try your hotel.
“Developing Publicity Materials” in the Hotel Business Review gives you tips and pointers for creating effective media kit materials that increase awareness among journalists, key influencers, and guests.
Sincerely,
Gini Dietrich
Chief Executive Officer
Arment Dietrich, Inc.
312 787-7249
www.armentdietrich.com
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