Ms. Gendron

Social Media & PR

Important Trends Transforming How Hotel Public Relations is Practiced Today

By Mary Gendron, President, Middleton & Gendron, Inc.

Trends born out of new technology - some unheard just months ago - are rapidly transforming how public relations is being practiced today. The sooner these can be acknowledged, examined and considered, the better equipped we will be to develop and maintain the optimum strategy for our organizations or our clients. And the better prepared we will be to anticipate and incorporate the next wave of innovation in our business.

When you think about it, early public relations tools consisted of the telephone, the typewriter and the handshake. These were the forerunners of the high-tech/high-touch approach that would follow in the latter part of the 20th Century. Public relations professionals - both in-house and agency -- would launch, nurture and grow their practices based on getting to know the press and their needs through a call or a face-to-face meeting.

Initial contacts made over the phone, a cup of coffee, or a cocktail could develop into long term relationships based on the journalist's respect and trust of the PR practitioner - earned, always, by providing him or her with timely, useful, and accurate information that the journalist viewed as newsworthy for readers or viewers.

The relationship that existed between public relations and editorial was a direct connection. The constituent (end-user, consumer, potential customer) was involved as the reader or viewer of any press coverage resulting from the exchange.

This time-honored practice, still in place today in hotels and public relations agencies, became enhanced by technology introduced in the 1980s and 1990s. The enhancements increased productivity as well as competition while speeding up the process of public relations from a brisk walk to a fast run.

As recently as the 1980s, widespread use of the personal computer, fax machine and affordable, reliable overnight courier services were added as new, useful tools which made communication with the press quicker and easier than ever. No longer did a personal letter need to be retyped over and over again to be mailed to each press contact. A basic letter could easily be personalized and an original printed, then sent out the door...or faxed...or couriered from coast to coast to arrive, with accompanying press materials, on an editor's desk the very next morning.

These tools aided the direct connection between PR practitioner and journalist and, through their speed and precision, closed the gap between communicating an idea and seeing it manifest in print or on the air. Still, the connection was between public relations and editorial, with the constituent at the receiving end of the news and feature stories that resulted.

Soon thereafter, the Internet surfaced, rapidly spreading internationally, along with email, and the ability to communicate instantaneously. This development spawned an explosion of new media - online versions of magazines and broadcast outlets, freestanding, original "e-zines" and email newsletters and news digests, as well as streaming video. All of these developments combined began to change the landscape of public relations in terms of speed, volume and complexity of information. The new technology created countless new opportunities while increasing competition among public relations practitioners for the attention of even their longest standing press contacts.

Journalists formerly inundated with snail mail - including countless unsolicited press kits and pitch letters - now found themselves on the receiving end of enough emails to clog even the most generous network memories. Public relations professionals with established relationships with journalists needed to find new ways to get through to good contacts, cutting through the clutter of emails, perhaps through voicemail or sanctioned use of a personal cell phone number.

While technology saved time and increased productivity, a tradeoff came: it started to take longer to develop new contacts. Getting through to a journalist with a story idea or news angle became an uphill battle with so much competing for their attention. Public relations practitioners responded by honing their skills and editing their pitches to mere sound-bites - messages that could be conveyed in the time it takes an elevator door to close.

Just as these adjustments were being made, the 21st Century dawned, and with it, more change. Today, three new trends have emerged which are transforming the way public relations is practiced...and sometimes where. Their names weren't in the public's lexicon until recently - in some cases, less than a year. They are growing at exponential rates. And they carry a wild card: in addition to connecting public relations professionals and journalists, they include direct connection to constituents.

Blogs:
The nickname for weblogs, blogs came on the Internet scene quietly, at first, as a tool of personal expression which invited comment and dialog from other like-minded parties. The subject might be travel, consumer products, health care, or any other subject worth discussing in cyberspace. Today, the number of blogs in existence is virtually countless, their numbers growing every minute of every day. Ranging from the general to the esoteric, they are gaining the attention of the public relations world, from practitioners to clients. For some, they represent the ultimate form of real-time niche marketing for bloggers are the audience that wants to be captive. They are captivated by a certain subject. If that subject is yours, too (travel, for example), you know exactly where to go to meet your audience.

There are pitfalls, however. Many early public relations initiatives in the blogosphere backfired for one of two reasons: 1) they attempted to sell a product or influence behavior clandestinely; or 2) they were outright sales pitches by a company or public relations firm. Since these approaches violate the transparent, free-flowing opinion-airing nature of the blogosphere, they failed and, in some cases had the opposite affect. Bad karma spread like a virus with offending would-be bloggers being "outted" and chastised for inappropriate behavior. Product sales have been affected, both negatively and positively, on a local, regional, national or worldwide basis, as a result of passionate blogging.

Blogging as a public relations tool can be effective, however, as long as it's used properly, that is: 1) it must be approached as a transparent and ongoing discussion (committing 30 to 60 minutes a day in active blogging); and 2) the blogger, to be credible, must be willing to be on the receiving end of opinions and information that may not always be positive. Giving up some control of the message earns the blogger credibility.

Organizations that are doing it right are gaining the credibility of journalists who monitor the blogosphere and are, at the same time, talking directly to the consumer. It's a great way to test new ideas, get opinions from people who are fans of your brand, and improve your offering through inexpensive, real-time market research.

Even those not currently blogging, or considering it, should monitor who is blogging on relevant subjects. One of these days soon, you may want to add it to your public relations mix.

Podcasts:
Invented last year to describe the notion of audio programming to be pushed to consumers on their IPods (as opposed to more traditional method of consumers pulling information by downloading content from a source), the term has extended to accepting such programming onto cell phones, computers and other media. Knowing that there are legions of consumers out there that are willing to subscribe to a wide variety of programming opens up a whole new arena for public relations professionals and their clients. Key to appealing to one's market in this way is to provide transparent content in an educational and entertaining way. Beyond that, the applications are seemingly endless.

Vodcasts:
Also called "v-casts" or "videocasts", vodcasts are podcasts with video. As with podcasting, "corporate speak" is disallowed. To be most effective and to continue to attract subscriptions by targeted consumers, this type of communication should be defined by dedicated content that is likely to be shorter than what might be offered on a larger screen, such as a television. Watch for major activity in this medium in the coming days, months and years.

No doubt there is more on the horizon, including ideas we can't even conceive of today. Being aware of the new tools out there, and, as importantly, understanding how to best use them to your advantage, keeps public relations practitioners fresh and current and well equipped to meet the needs of journalists - and constituents - as their interests evolve.

Mary Gendron is president of Middleton & Gendron, Inc. Brand Communications, a public relations and branding firm specializing in travel and hospitality for three decades. Prior to moving into public relations, Gendron was editor of Hotel & Motel Management magazine and engineered its redesign. Prior to that, she was part of Gralla Publications. Where she was instrumental in the launch of Meeting News magazine, and was the magazine's first managing editor. Her writing, as a journalist and on behalf of agency clients, has appeared in a wide range of media. Ms. Gendron can be contacted at 212-990-9065 or mgendron@mg-pr.com Extended Bio...

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