Hotel Public Relations: What to Do When Your Reputation is on the Line
By Dee Dee Dochen Founder & Owner, DDD Marketing Communications | October 28, 2008
How being prepared can turn a potentially damaging situation into positive PR
Picture this: you are an established hotel owner, management company or general manager facing a threat to your business reputation that necessitates your putting everything aside. All that time and money you spent on establishing a justifiably terrific image...all the great goodwill and positivity you created...where did it go?
A reputation "hit" to an abundant image bucket stands the chance of puncturing a hole so gashing that you have no idea how you're going to keep all that positive reputation from draining completely away. Business could plunge. Your company's or your hotel's reputation could be dangerously on the line.
The cause of this reputation hit could result from a crisis, defined in the public relations world as "any decisive or critical moment, event or situation - such as death, fire or food-borne illness - that could damage a company's reputation and/or credibility."
Or, the reputation hit could arise from a more "subtle" situation that is as damaging to image and perception.
This category of crisis communications is referred to as "issues/reputation management." Do "traditional" crisis communications approaches apply? Absolutely, because both crises and reputation-damaging situations demand attention and action to ensure that companies can:
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