Hotel Public Relations: When to hire an outside firm
By Gini Dietrich Founder & CEO, Arment Dietrich Inc. | October 28, 2008
Establishing your business as a leader in your industry and differentiating yourself from your competitors are critical to success. While quality products or services, excellent customer service, and streamlined operations are the building blocks of a profitable business, they do little if potential customers do not know your company exists.
Public relations helps you maintain the customers you have and engage new ones. All companies engage in public relations at some level, but as you grow, you may find yourself needing outside help to manage the ever-growing needs of your key stakeholders. There comes a time when, in order to achieve your goals, you must stop relying on your internal staff and trust an outside company or consultant to meet your requirements.
Businesses hire an outside firm to handle many different types of public relations efforts. Some of the most common responsibilities trusted to an outside firm are corporate public relations, project-based public relations, and crisis communications. While these three areas are not the only capabilities most public relations agencies offer, they provide good examples of when you should consider hiring an outside firm.
Corporate Public Relations
A major reason businesses hire an outside public relations firm is to handle their corporate public relations needs or media activities designed to communicate overall brand messages. Duties might consist of day-to-day activities raising brand awareness among your target audiences and establishing your company as a thought leader in your industry. News releases, bylined articles, special events, speaking engagements, and proactive media pitching are just some of the myriad tactics employed by a public relations firm to help your business succeed.
As a business owner, your main concern is the success of your operation. Whether you operate a single property or own 100 full-service hotels, an outside public relations firm can help you reach your goals. Outside support is especially helpful as you undergo rapid growth or a major transition. Is your business poised for expansion where your best people are needed in other areas? Are you growing too quickly to capitalize on the opportunities that present themselves? Is your staff overwhelmed with other areas of the business and letting public relations slip? Do you need a team who has experience and a proven track record to assist you in reaching your goals?