The Benefits of Public Relations

By Doug Luciani Chief Associate, PRofit from PR - Public Relations & Marketing | October 28, 2008

Public relations takes time and commitment. Sending out one release won't get you on the cover of Southern Living or the front page of the NY Times. However, handle a crisis poorly and it will. Understanding public relations is important to any business. Effective PR can help you gain exposure and increase revenues.

Sure, PR can be maddening. It's hard to measure the ROI sometimes, but it can be done. It's time consuming, but the results are very gratifying.

Take a look at my most recent article in the Hotel Business Review "Hotel Communications: Working With Journalists" and get a better understanding of how you can harness the power of public relations and put it to work for your hotel.

Through the years, I have tried to help clients and those I have worked with gain a better understanding of public relations and how it works. I have also heard the reasons from others who do not take advantage of public relations and why they choose to dismiss this useful tool. At the end of the day, whatever their reasons for not using PR, it comes down to one underlying factor, a lack of understanding and appreciation for the benefits or public relations.

If you haven't considered PR before, or wrote it off a long time ago, now is an ideal time to learn more about it. Marketing budgets are tight. But, PR can help you extend that marketing dollar. If you tried PR in the past and didn't feel you got the results you wanted, I suggest you give it a try again. This time, ask yourself why it didn't work the first time? Was it your PR team? Did you not give them the tools they needed? Or were expectations unreasonable based on a lack of fully understanding PR?

Public Relations can deliver results with creative, strategic and proactive plans. Take advantage of this resource in your marketing tool box and hammer home your message.

Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.