The Benefits of Public Relations

By Doug Luciani Chief Associate, PRofit from PR - Public Relations & Marketing | October 28, 2008

Public relations takes time and commitment. Sending out one release won't get you on the cover of Southern Living or the front page of the NY Times. However, handle a crisis poorly and it will. Understanding public relations is important to any business. Effective PR can help you gain exposure and increase revenues.

Sure, PR can be maddening. It's hard to measure the ROI sometimes, but it can be done. It's time consuming, but the results are very gratifying.

Take a look at my most recent article in the Hotel Business Review "Hotel Communications: Working With Journalists" and get a better understanding of how you can harness the power of public relations and put it to work for your hotel.

Through the years, I have tried to help clients and those I have worked with gain a better understanding of public relations and how it works. I have also heard the reasons from others who do not take advantage of public relations and why they choose to dismiss this useful tool. At the end of the day, whatever their reasons for not using PR, it comes down to one underlying factor, a lack of understanding and appreciation for the benefits or public relations.

If you haven't considered PR before, or wrote it off a long time ago, now is an ideal time to learn more about it. Marketing budgets are tight. But, PR can help you extend that marketing dollar. If you tried PR in the past and didn't feel you got the results you wanted, I suggest you give it a try again. This time, ask yourself why it didn't work the first time? Was it your PR team? Did you not give them the tools they needed? Or were expectations unreasonable based on a lack of fully understanding PR?

Public Relations can deliver results with creative, strategic and proactive plans. Take advantage of this resource in your marketing tool box and hammer home your message.

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Eco-Friendly Practices: Corporate Social Responsibility

The hotel industry has undertaken a long-term effort to build more responsible and socially conscious businesses. What began with small efforts to reduce waste - such as paperless checkouts and refillable soap dispensers - has evolved into an international movement toward implementing sustainable development practices. In addition to establishing themselves as good corporate citizens, adopting eco-friendly practices is sound business for hotels. According to a recent report from Deloitte, 95% of business travelers believe the hotel industry should be undertaking “green” initiatives, and Millennials are twice as likely to support brands with strong management of environmental and social issues. Given these conclusions, hotels are continuing to innovate in the areas of environmental sustainability. For example, one leading hotel chain has designed special elevators that collect kinetic energy from the moving lift and in the process, they have reduced their energy consumption by 50%  over conventional elevators. Also, they installed an advanced air conditioning system which employs a magnetic mechanical system that makes them more energy efficient. Other hotels are installing Intelligent Building Systems which monitor and control temperatures in rooms, common areas and swimming pools, as well as ventilation and cold water systems. Some hotels are installing Electric Vehicle charging stations, planting rooftop gardens, implementing stringent recycling programs, and insisting on the use of biodegradable materials. Another trend is the creation of Green Teams within a hotel's operation that are tasked to implement earth-friendly practices and manage budgets for green projects. Some hotels have even gone so far as to curtail or eliminate room service, believing that keeping the kitchen open 24/7 isn't terribly sustainable. 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.