Hotel Public Relations: Rethinking Outdated Media Tactics
By Jennifer Nagy President, jlnpr | October 09, 2011
When most people think about the public relations profession, they think of two things: spin and propaganda. Sometimes, people will even go so far as to think that public relations professionals are nothing more than paid mouthpieces with questionable morality. Being a PR person, I definitely object to this incorrect portrayal of my beloved career choice. With that being said, I definitely understand where people get this misconception.
The first PR people, like the 'Father of Spin' Edward Bernays, used much different tools than the ones that I employ every day in promoting and publicizing my clients. In the early years of PR, propaganda – defined by Edward Bernays as "the conscious and intelligent manipulation of the organized habits and opinions of the masses" - was a commonly used tool. In the past, publicists were viewed as deceptive manipulators, whereas today, PR people are embraced by journalists as a credible, trustworthy source of information.
This change in perception has been greatly influenced by the continual update of the beliefs, actions and strategies used by professionals in the field. As such, it's important for the industry to continue moving forward as the world of media and technology changes, updating yesterday's strategies and tactics to ensure that we, as an industry, are most effective at spreading the word for our clients, our companies or our brands.
So to help you to update your PR strategies, here are three ways that you can rethink your outdated hotel marketing and media strategies and become more effective at generating consumer interest and inspiring action (i.e. bookings!).
Outdated tactic: The press release
I know that you're probably reading this wondering: "What? But the press release is the basic tool in every PR person's arsenal. Without the press release, how am I going to inform media about my property's news?"