Developing a Comprehensive PR Plan for Your Hotel

By Gini Dietrich Founder & CEO, Arment Dietrich Inc. | October 28, 2008

Last month you wrote your objectives and strategies. Now you're ready to begin writing the tactics in order to achieve results.

When people think of public relations, they automatically think "Oh! That person can get me on Oprah!" While someone like Oprah can make you, it's very rare for a company to be on her show, unless it's a company owned by a celebrity. You must think about targeted trade publications and reporters at your daily newspaper and business journal. You also must think about additional tactics you can do that are directly translated back to sales.

If you don't have any experience working with reporters, I'm going to recommend you hire someone to help you. In future columns, I'm going to give you tips for conducting interviews, so you're prepared for talking with the media.

This week, I'm going to help you find tactics that work for you and will help you increase sales.

Did you do your homework last month? Did you look at other companies you like? Did you figure out what they do well? Did you look at your competition? Did you figure out what they do well?

What I'd like you to do now is write a list of those things. They might include:

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Coming up in February 2018...

Social Media: Engagement is Key

There are currently 2.3 billion active users of social media networks and savvy hotel operators have incorporated social media into their marketing mix. There are a few Goliath channels on which one must have a presence (Facebook & Twitter) but there are also several newer upstart channels (Instagram, Snapchat &WeChat, for example) that merit consideration. With its 1.86 billion users, Facebook is a dominant platform where operators can drive brand awareness, facilitate bookings, offer incentives and collect sought-after reviews. Twitter's 284 million users generate 500 million tweets per day, and operators can use its platform for lead generation, building loyalty, and guest interaction. Instagram was originally a small photo-sharing site but it has blown up into a massive photo and video channel. The site can be used to post photos of the hotel property, as well as creating Instagram Stories - personal videos that disappear from the channel after 24 hours. In this regard, Instagram and Snapchat are now in direct competition. WeChat is a Chinese company whose aim is to be the App for Everything - instant messaging, social media, shopping and payment services - all in a single platform. In addition to these channels, blogging continues to be a popular method to establish leadership, enhance reputations, and engage with customers in a direct and personal way. The key to effective use of all social media is to find out where your customers are and then, to the fullest extent possible, engage with them on a personal level. This engagement is what creates a personal connection and sustains brand loyalty. The February Hotel Business Review will explore these issues and examine how some hotels are successfully integrating social media into their operations.