Editorial Board   Guest Author

Ms. Guitar

Laura Guitar

EVP + Partner, rbb Communications

Laura Guitar leads Reputation & Risk Advisors, a division of rbb Communications, focusing on issues, crisis and reputation management.

Ms. Guitar's experience includes strategic communications programming for clients across a wide range of industries. This includes crisis preparedness planning, issue-oriented campaigns, litigation communications, and programs to mitigate risk and reputational impact including during M&A transactions. Laura is specifically focused on mitigating digital and social reputation impacts associated with major brands, corporations and high-profile individuals.

Her experience includes:

. Participation as a member of Delta Airlines' national crisis response team, with responsibility for on-site crisis response support as needed.

. Development of a comprehensive crisis response plan for a multi-location pediatric specialty healthcare system and training to support multi-level/discipline staff execution of the plan.

. On-call crisis counsel for the world's largest fast food restaurant franchise company.

. Crisis counsel for several law firms, including strategic communications support for the multi-state class action lawsuit filed against a German-based Chinese drywall manufacturer.

. Crisis support for one of the largest independent retailers of wine and spirits in the US.

. Positioning program to offset negative media coverage and business impacts around a medical malpractice lawsuit targeting the largest physician practice group in the Southeast.

. Advocacy campaign for a pediatric healthcare system planning to establish a new children's hospital in Medical City at Lake Nona. Working with local and state elected officials, community organizations, and key influencers, the campaign facilitated state approval in the form of a Certificate of Need in a record 22-month timeframe despite significant opposition.

Ms. Guitar has served a wide range of clients including the Walt Disney Company, Publix, GE Healthcare, the Chinese Ministry of Rail, the University of Florida and multiple health care systems. A graduate of Rollins College, she has been recognized for her professional accomplishments and volunteer efforts with a variety of industry and community awards.

Please visit http://www.rbbcommunications.com for more information.

Ms. Guitar can be contacted at +1 305-249-1147 or laura.guitar@rbbcommunications.com

Coming up in April 2021...

Guest Service: Health and Safety First

Though expectations are that hotels will return to some semblance of normalcy in 2021, their highest priority must continue to be the health and safety of guests and employees. To that end, hotels are training their guest service personnel in enhanced cleaning routines, which include the following practices - bathrooms, elevator buttons, remote controls and other high-touch items, are disinfected and cleaned with a higher frequency; all tables, chairs and menus in restaurants are cleaned at a much higher frequency, and after each seating; floor markers in public areas to remind guests and team members to maintain physical distance; hand alcohol stations and disposable gloves in lobbies and restaurants; loose items such as pens, note pads and information material removed from rooms and meeting rooms; limiting the number of seats in restaurants and public areas; and revised food & beverage offerings. The April issue of the Hotel Business Review will review how guest service personnel are being trained to maintain health and safety protocols in their operations.