Developing a Comprehensive PR Strategy for Your Hotel
By Gini Dietrich Founder & CEO, Arment Dietrich Inc. | October 28, 2008
First, what is public relations? Who can honestly explain public relations? Try it right now before reading further. Answer the question - what is public relations?
The text book definition is: The identifying and nurturing of relationships with publics that are essential to the success of an organization.
The PR industry definition is: The sum total of the opinions your audiences have of you, your product, or your organization. (And do you know what that opinion is?)
How did you do? Is it now clear as mud?
Public relations is not tangible. You can't hold it in your hand and look at the pretty pictures and the witty copy. Public relations is not advertising. Advertising is paid media and readers expect ads to be positive about the company. Public relations is working with reporters to tell your story for you. You can't always control the message or the outcome of the story, but if you have sound strategy and strong, consistent key messages your story will tell itself.
So what does public relations do? It: