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 November 2020...

Hotel Design: Home Away From Home

With the rise of the sharing economy and the peer-to-peer marketplace for lodging options, hoteliers are re-thinking the look, feel and appeal of their locations. There is an emphasis on re-creating a feeling of homeyness - a comfortable, cozy and inviting space that feels like home. 'This is accomplished through the careful selection of furniture design, paint colors, lighting design, artwork, bathroom fixtures and textile accessories. In addition, some hotels are providing their guests with upscale amenities, such as a book and movie library, home-style kitchenettes, a coffee machine with locally-sourced beans and tea, or even a batch of fresh-baked cookies. Similarly, there is a growing design trend based on the concept of place-making. Travelers are searching for experiences that are unique and authentic to the locale in which they find themselves, and so hotel designers are integrating a sense of place into their work. This is partially achieved by incorporating traditional artisanal crafts and other local artwork into hotel rooms and communal spaces. Another design trend includes the creation of full-service, co-working environments within the hotel. Guests don't like to stay alone in their room when they need to work, so now they can go downstairs to the lobby-or up to the roof-to work among others. These areas encourage guests - and non-guests alike - to stay as long as they like and to partake of hotel amenities. Finally, recognizing the importance of the Wellness Movement, some designers are exploring how room design can increase the likelihood of deep and restorative sleep. Creating dark and quiet spaces, blocking excessive light, providing guests with a selection of different kinds of pillows, and the ability to control room temperature, are a few of the best practices in this area. These are some of the architecture and design topics that will be covered in the November issue of the Hotel Business Review.