Ms. Lutz

Social Media & PR

Calling All Hotels! Hosting a Television Broadcast Visit

By Didi Lutz, President, Didi Lutz PR

From my experience, the saying "any publicity is great publicity" does not hold true. Unless you want your hotel to be at the mercy of the media, investing in strategic public relations is the best way to go.

We have elaborated on the subject of public relations quite extensively over the last three years, and discussed the best ways to tailor a plan that fits your property, how to protect against potential crises, how to host events, and of course we have talked about ways to choose the best professional to represent your hotel and company.

But what about broadcast PR? While I think that for long term branding purposes print placements may work better, depending on your property, there is quite a lot that can be accomplished with a television spot. Radio is not very effective with hotels, unless you are advertising a special promotion or hosting a contest of some sort, as it lacks the complete visual that TV can accomplish.

With television you also get the opportunity to reach a broad audience, and even tailor the placement to a specific demographic. For instance, if your hotel makes it in a morning show it can reach pretty much every type of person out there.

But how do you make it on these shows? Does your hotel have what it takes? Can your public relations professionals leverage your property's newsworthy angles and present them in the best way to the TV producers? And how do you manage TV crews that may appear unexpectedly to your doorstep?

Great TV segments can come from some big news as a hotel opening, a new restaurant located in a hotel, a new GM, a costly renovation, or something simpler as a charity event hosted in the hotel, a unique package offered or even a very rare item available on your room service menu. Whatever the case, here are some general guidelines to keep in mind:

• The media are never on anyone's side. TV crews that show up without calling usually have something on their agenda. You need to understand completely what story they are working on and what they are looking to shoot. A lot of times crews or producers can paint a blurry picture and if you don't understand what the story is for, then it's best to decline until you find out more information.

• Always keep in mind that getting on TV is rather unpredictable, and a lot of times it can be frustrating. Like print articles, segments of shows can get bumped indefinitely, and even when the segment does appear often times it is not what you might expect. The hours of footage at your hotel can be condensed to as little as 2-3 minutes of airtime (and that's considered a lot!)

• Repeat your talking points. Since heavy editing will take place, it is essential that you repeat the message you want to get across as often as possible and don't feel badly if you sound repetitive! For instance, if a crew has come in to shoot footage of a special package your hotel is running and they interview you, it might be wise to mention multiple times why your hotel is different and how guests have enjoyed the package.

• Treat TV crews and producers as if they were guests. These people will produce a segment showcasing your hotel to thousands of viewers. You want to put your best foot forward and treat the media as if they were guests. Offer them a tour of the hotel, an appretizer at the restaurant, and just make them feel comfortable. Crews and producers are on the road all the time, so creating a relationship will pay dividends in the long term.

• What happens if your expected airing is bumped? It is hard to be polite when you've already told everyone that the hotel will be on a morning show at a certain time, only to find out that you're not even mentioned! Contact the producer and ask if the show is scheduled for another date and be persistent to ensure that it is scheduled and not burried with other unused segments. Frustrating as it is, this happens quite often.

• Opting for paid placements. There are plenty of travel TV shows that will gladly take your money in exchange for coverage. My suggestion is that you steer away from these. While they promise you a lot, they end up being not what you expect, leaving you with not much else but thousands of dollars to pay up.

• Have B-roll of your hotel readily available. Many times, producers and crews are in a hurry and they ask if you have additional footage you could provide them. Having this available on a DVD is a great way to help them out while getting the best shots of your property for the viewers to see.

• Get the best people to do the interviews. This may sound silly, but your staff members represent a brand by working at your property. It makes sense to have employees who have the proper dress and appearance to additional on-camera interviews. People tell a story, and the footage simply accentuates that. You have a effective segment when both elements are present.

Of course TV schedules change and depending on the type of hotel you are running, maybe TV isn't for you. But when organized properly, your hotel has the ability to reach multiple people at a time who maybe you wouldn't be able to reach another way, and the best part is that it is free!

Finally, always consider new PR options as they come to you, but be cautious at the same time and take what you hear with a large grain of salt. As the saying goes, when it is too good to be true then it usually is. So next time, if a producer calls you to spotlight your hotel on TV for a "story" talk to them and find out more information before you say yes. It could end up being something you don't want after all.

Didi Lutz is an internationally acclaimed hospitality public relations professional specializing in boutique hotels, luxury travel, destination and tourism communications. Prior to starting her own business in February 2005, Ms. Lutz was the Director of Communications for the Hotel Commonwealth, a 150-room luxury property in Boston. Within the first year of the Hotel Commonwealth's opening, she established the media relationship that led to worldwide recognition for the property as one of Ten Best New Business Hotels by Forbes.com. Ms. Lutz can be contacted at 561-628-7422 or didi.lutz@gmail.com Extended Bio...

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