Mr. Freeman

Social Media & PR

Hotel Public Relations: Your Fifteen Minutes

By Andrew Freeman, President, Andrew Freeman & Company

The power of a well-executed public relations plan can go a long way in promoting your brand, telling people what you are doing, and ultimately driving business to your hotel, all with more credibility than advertising and at a fraction of the cost. Building a relationship with your public relations team will allow you to be successful in these goals and bring you the fifteen minutes - and more - that your hotel deserves.

What is public relations? Most immediately associate it with media relations, working with journalists to secure coverage about your hotel, a significant part of any public relations plan. On a greater scale, public relations encompasses all of your "publics," including new and repeat guests, employees, media, community and vendors.

The power that a solid public relations plan holds comes through integrating a consistent message for all of these publics, especially on a long-term basis. The power also comes from the inherent credibility that public relations, especially media relations, has. Traditional advertising brings results from only that publication, and everyone is clear you paid for it. With public relations and media coverage, there is more crossover; oftentimes a story appearing in print will then be broadcast or shared with sister publications and outlets, resulting in significantly more coverage and more time in the spotlight. In addition, since media is not typically perceived as trying to sell something, they are a more trusted source, which in turn provides more credibility when it comes to making buying decisions.

How can a public relations team help represent your hotel?

Are you ready for the spotlight? When is the right time or the wrong time to launch a public relations campaign? Oftentimes, clients will complain their PR team is not getting the results they want. Alternatively, the biggest complaint public relations teams have is that help is offered to the client, but then there aren't any differentiating factors about the hotel or 'news' to share with the media, or the client is not available. Before your PR team can pitch the media on news about your hotel, you need to be prepared. Is your message clear? (Some companies spend more than two years getting the message perfected before presenting it to all their publics. For instance, when I launched to cabaret at the legendary Russian Tea Room in New York City, we took almost a year to create all of the program's elements before we went live). What are the elements that make you shine above the rest? Has your property recently been renovated? Is your staff ready? Do the services and amenities you offer stand out for the level of your hotel? Would you be proud to invite media to your hotel? Inviting media to your property is like inviting a critic to a play. You want to be certain the script is well written, the sets are complete and the cast and crew are ready for the performance. Public relations teams are wasting your money if you're not enthusiastically taking the steps to both prepare for the coverage. You must be involved in the process!

How do you manage your public relations team?

How do you track PR results? I get this question all the time. Answer can be found in the results: Is your occupancy up from last year? Are you making budget? Did you hit your targeted media and publications? If public relations is part of an integrated marketing plan, then it contributes to the success of the hotel. Also, you can review the media coverage you received: Translate the amount it would cost in advertising to buy the equivalent self-promotional coverage in that publication versus the more creditable coverage you received for free. And ultimately, are you happy with the results you see and the work of your PR team?

In addition, there are tactical measures you can use to track the results of your public relations efforts, just as you do your sales efforts. For example, you can assign a specific phone number or website address to your PR campaign which will tell you specifically where this business is coming from. (When media coverage includes this information, your hotel team needs to be ready to accommodate the resulting calls and website hits.)

Ultimately, whether it's strategic or tactical, an ongoing integrated campaign or a one-time event, delivering your message to everyone or working specifically with the media, public relations is a necessary and powerful means of promoting your brand and driving business to your hotel. People often get negative press because they aren't prepared or ready to receive the coverage - eagerness overtakes preparedness. Be ready when it's time for your fifteen minutes and the spotlight turns to your hotel.

Andrew Freeman is founder of Andrew Freeman & Co., a consulting agency. Mr. Freeman has worked for Kimpton as VP, Public Relations and Strategic Partnerships. At Kimpton, he developed all public and media relations, including the launching of new properties for the global brand, the group of 40 hotels and restaurants, and for corporate headquarters. He was also responsible for strategic planning, outreach, fund raising, relationship development and execution with industry and community partners. Mr. Freeman can be contacted at 415-781-5700 or andrew@andrewfreemanandco.com Extended Bio...

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