Above the Fold: A Master Class in Legal Public Relations

By William A. Brewer III Managing Partner, Bickel & Brewer | May 22, 2011

I wrote in this publication a few years ago about the importance of managing public relations in connection with major hospitality disputes. As a law firm that often represents owners, developers, investors and managers in high-stakes legal matters, we recognize the importance of being advocates not only in the courtroom – but in the court of public opinion as well. Mergers and acquisitions, disputes over management agreements, and fights for ownership of guest information are some of the many topics that I previously referenced as "headline-grabbing issues" in the hospitality arena.

Given the interest in that previous article, I am writing this follow-up to underscore why hospitality professionals or their representatives must not only be familiar with the process of working with the news media; they should embrace it. The news media, after all, is a gateway to customers, employees, investors, analysts and legislators – all of whom have the ability to affect your business.

It is, apparently, counter-intuitive to many hospitality professionals to discuss business or legal issues with the news media. They sometimes have concerns about how to effectively shape, control and advance their message in an arena that may be unfamiliar to them. Indeed, there is often a perceived risk in working with the news media, particularly when your organization is confronting a contentious or controversial issue. Understandably, hospitality professionals worry about "going public" – and losing an element of control in how their business disputes are portrayed.

The truth is, the news media affords you and your organization an enormous opportunity. The press can provide a forum for you to effectively communicate with key audiences cost-effectively and efficiently. Oftentimes, the news media can provide balanced, impartial analysis of your organization or the issues in which it is involved.

Making sure your viewpoint is represented in high-profile reporting is central to your responsibility as a steward of a hotel property, investment group or management team. So how do you ensure that coverage about you or your organization is balanced and, even better, favorable?

Know the Basics:

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Coming up in June 2019...

Sales & Marketing: Selling Experiences

There are innumerable strategies that Hotel Sales and Marketing Directors employ to find, engage and entice guests to their property, and those strategies are constantly evolving. A breakthrough technology, pioneering platform, or even a simple algorithm update can cause new trends to emerge and upend the best laid plans. Sales and marketing departments must remain agile so they can adapt to the ever changing digital landscape. As an example, the popularity of virtual reality is on the rise, as 360 interactive technologies become more mainstream. Chatbots and artificial intelligence are also poised to become the next big things, as they take guest personalization to a whole new level. But one sales and marketing trend that is currently resulting in major benefits for hotels is experiential marketing - the effort to deliver an experience to potential guests. Mainly this is accomplished through the creative use of video and images, and by utilizing what has become known as User Generated Content. By sharing actual personal content (videos and pictures) from satisfied guests who have experienced the delights of a property, prospective guests can more easily imagine themselves having the same experience. Similarly, Hotel Generated Content is equally important. Hotels are more than beds and effective video presentations can tell a compelling story - a story about what makes the hotel appealing and unique. A video walk-through of rooms is essential, as are video tours in different areas of a hotel. The goal is to highlight what makes the property exceptional, but also to show real people having real fun - an experience that prospective guests can have too. The June Hotel Business Review will report on some of these issues and strategies, and examine how some sales and marketing professionals are integrating them into their operations.