Ms. Lutz

Social Media & PR

Maximizing Press that Aligns with Sales and Marketing Objectives

By Didi Lutz, President, Didi Lutz PR

If PR does not enhance any other outreach effort in the hotel then it is not on target. Period.

So many times I have heard from clients that previous pr campaigns have totally missed the mark on what the hotel was trying to accomplish, whether it was showcasing a renovation, introducing a new image, expanding audiences or recovering from a crisis.

Public relations campaigns can be damaging as much as they can be successful if they aren't planned to the last detail. By details, I don't necessarily mean holding countless of fruitless meetings that last for hours with the hotel management, but rather using time productively by taking what was said in a meeting to produce pure public relations results that will align with the overall objectives of the hotel.

I have put together some pointers and suggestions about creating a public relations plan that will prove to be successful!

• Listen, listen, listen carefully. When in meetings with the hotel management, it is important to listen to the executive staff, in particular, to the General Manager and the Sales and Marketing department head. They will pose the "problem" that requires public relations assistance. Listen closely as they outline what the issues are according to them and put those comments into a communications/pr prospective.

• Ask questions. Throughout my career, I have always believed that it is not about providing the right answers, but asking the right questions. This not only ensures that you're understanding what is being presented to you, but asking questions also engages the hotel management into a two-way line of communication. By asking questions, you can also find out what the hotel is looking to accomplish. For example, if the Sales and Marketing Director says, "Our goal in 2006 is to reach Generation X-ers because our research shows that it is a good fit for us." In response, ask an open-ended question that probes for more information: "How do you feel about reaching to this audience through lifestyle magazines that would appeal to them?"

• Be flexible. When meeting or discussing a pr plan, sometimes opinions collide. While the first priority is to respect the hotel's perspective, do try to provide your own input and explain why you're making certain suggestions. For instance, the Director of Sales and Marketing may suggest going after coverage in trade meeting publications 60% of the time to enhance private event exposure. Your goal is to take this goal set for you and explain how you can meet this expectation. Provide details, such as editorial calendars, and progress made with this specific media market. If you receive feedback that doesn't agree with your progress, be ready to make immediate changes.

• Be prepared to provide alternatives. From the example above, say you can't provide 60% coverage in trade meeting publications. Your job is still to provide press that will align with the Sales and Marketing goals, so prepare some alternatives. Suggest local area publications, or events you can participate instead, that will generate equal amount of exposure to the hotel.

• Make Time you best friend. I've said this many times being in the PR field, timeliness is everything! If you can, try to be a step ahead of hotel management; respectfully remind them about upcoming milestones, events that require pr attention, or packages and special offers that need to be distributed to the press in a timely manner in order to be considered for publication. Missed deadlines are sometimes unavoidable, but being proactive almost always gives you a leg up. Remember, if you don't make the deadline on a pitch because of a delay, another hotel will take your spot in that magazine or newspaper. Don't make it easy for them!

• Communicate frequently. I am generally not a fan of long meetings, and I generally like getting to the point of every subject that requires attention as quickly as possible. Set bi-weekly meetings with the hotel management to explore new ideas, report progress on coverage, receive feedback and discuss any concerns on the public relations strategy. Items on the public relations agenda may change at any time, and management must be notified right away when this happens, so that everyone is on the same page. Email is also an effective way to communicate, especially for sharing coverage and sending reminders, but face-to-face communication is irreplaceable.

• Seek coverage that will help the hotel. It is easy for a PR person or an agency to call up one of their editor friends and ask them to feature the hotel in an upcoming issue. The question is however: is that where the hotel needs to be featured? This is where a good PR professional learns to take the above steps and do his/her homework! Research, plan your message, execute and follow-up are golden rules when carrying out a successful media campaign.

Hotels are slowly understanding that Public Relations is a field of its own and it is necessary to incorporate in their organizational structure. More and more properties are investing in quality public relations professionals who can provide them with comparable results that meet and exceed their expectations, and most importantly, align with their overall objectives.

So, whether you are interested in pushing new packages, amenities, or rebranding your hotel altogether, bank on a quality PR person and with the help of your Sales and Marketing team, you will see valuable results.

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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