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 May 2020...

Eco-Friendly Practices: Creative Innovation

Being eco-friendly is no longer a fad. It is an urgent planetary need and hotels are actively doing their part to reduce their carbon footprint by implementing sustainable, green practices. In addition to the goodwill derived from doing the right thing, hotels are also realizing the benefits to their business. A large percentage of Millennials expect hotels to be eco-friendly and will only patronize those properties that are proudly conforming. Consequently, more hotels are realizing that sustainability is a key element in a successful branding strategy. In addition, going green can lead to a more profitable bottom line, as savings on electricity, water and cleaning materials can add up. Also, there are other advantages that come with being an eco-friendly business, such as government subsidies and tax and loan incentives. As a result, many hotels are finding innovative ways to integrate eco-friendly practices into their business. Geo-thermal energy systems, along with energy-from-waste systems, are being used to heat and cool the property. Passive solar panels, green roofs, natural lighting and natural ventilation strategies also assist in energy conservation. Low-flow water systems and plumbing fixtures make a contribution, as does eco-friendly hardwood flooring, and energy efficient televisions and appliances throughout the property. In addition, some hotels have implemented in-room recycling programs, and only provide all-natural, personal care items. One hotel has actually constructed a bee-keeping operation on their grounds. Not only is this good for the bees but the hotel also produces products from the operation which they sell. This kind of creative innovation also holds enormous appeal to guests. The May issue of the Hotel Business Review will document what some hotels are doing to integrate sustainable practices into their operations and how they are benefiting from them.