Social Media is Not PR: How Hotels are Getting it Right and Wrong

By Sherry Heyl Founder & Consultant, Amplified Concepts | February 08, 2015

Where Social Media and PR Meet

PRSA defines public relations as: “Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.”

This includes listening to the conversations that are happening online and analyzing public opinion about the brand, the industry, and the competition. Public relations is on the front lines to manage a crisis–and in the wild west of social media, a crisis can creep up at any moment.

Public relations professionals are also typically great communicators and can create content that captures the attention of influencers and media outlets and can spark a movement that can spread throughout various communities.

If your social media goal is to increase awareness of your brand, a social media effort that is aligned with PR objectives will help you increase your reach and manage the tone of the

Sensei Project worked with Pullman Hotels this past year where we identified and recruited a handful travelers that regularly documented their journeys on social media and had built up a large and engaged following. We coordinated trips to Paris so they could see the newly renovated Pullman hotels for themselves as well as experience the local attractions. We coordinated 6 trips which resulted in coverage that reached over 57 million people throughout the various social media channels including; Facebook, Pinterest, Instagram, Tumblr, Twitter, and blogs.

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Jason Brown
Sapna Mehta Mangal
Michael Blake
Sherry Heyl
Renu Hanegreefs-Snehi
Shayne Paddock
Joyce Gioia
Robert M. O'Halloran
Coming up in April 2018...

Guest Service: Empowering People

Excellent customer service is vitally important in all businesses but it is especially important for hotels where customer service is the lifeblood of the business. Outstanding customer service is essential in creating new customers, retaining existing customers, and cultivating referrals for future customers. Employees who meet and exceed guest expectations are critical to a hotel's success, and it begins with the hiring process. It is imperative for HR personnel to screen for and hire people who inherently possess customer-friendly traits - empathy, warmth and conscientiousness - which allow them to serve guests naturally and authentically. Trait-based hiring means considering more than just a candidate's technical skills and background; it means looking for and selecting employees who naturally desire to take care of people, who derive satisfaction and pleasure from fulfilling guests' needs, and who don't consider customer service to be a chore. Without the presence of these specific traits and attributes, it is difficult for an employee to provide genuine hospitality. Once that kind of employee has been hired, it is necessary to empower them. Some forward-thinking hotels empower their employees to proactively fix customer problems without having to wait for management approval. This employee empowerment—the permission to be creative, and even having the authority to spend money on a customer's behalf - is a resourceful way to resolve guest problems quickly and efficiently. When management places their faith in an employee's good judgment, it inspires a sense of trust and provides a sense of higher purpose beyond a simple paycheck. The April issue of the Hotel Business Review will document what some leading hotels are doing to cultivate and manage guest satisfaction in their operations.