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Gini Dietrich

Have you ever been in a situation where you're talking to a reporter and you don't know what to say? Or you keep talking to fill the silence because they're not asking you questions? Maybe you've never talked to a reporter and you don't know how to handle yourself. I'm here to tell you it's a piece of cake. Reporters are people too. They put on their pants one leg at a time. And they can help your business grow because of the credibility they lend to a story or trend about you. But there are 13 very important tips you should consider before picking up the phone or talking to a reporter in person. READ MORE

Dee Dee Dochen

To market you go. In the "old" days, that might have meant hiring a great sales person, an ad agency and a PR firm, and turning each of them out to do what they do best. But how much did they talk with each other? How often did they put their heads together to plan or consolidate initiatives? With time, technology and "touch," many smart companies have evolved to the strategic, integrated marketing communication approach, defined as "a management concept designed to bring all elements of marketing communication - such as advertising, sales promotion, public relations and direct marketing - together as a unified force, rather than permitting each to work in isolation." Read how... READ MORE

Georgi Bohrod

A key factor in the expanding niche of vacation options is a coherent and targeted public relations strategy designed to strengthen the identity and position a Private Residence Club (PRC) or Fractional Vacation Real Estate Property. Fractional Properties and Private Residence Clubs differ from resorts and hotels in that the challenge is not to get some one to spend a couple of nights at a hotel, but to purchase a membership or real estate. With that in mind, let us consider the primary aim in a sales supporting PR effort. READ MORE

Gini Dietrich

Building a reputable hotel brand goes beyond the everyday service and hotel atmosphere. The real success comes when your brand also grabs the attention of the media. Having a media kit available for inquiries is crucial. Fresh publicity materials ensure relevant information is readily available - on hand and online. READ MORE

Gini Dietrich

Raising awareness of and gaining additional exposure for your property is one thing. Being able to prove the efforts behind such an increase in market visibility and occupancy is a direct result of a public relations campaign is quite another. The difference lies in identifying and tracking the effect of a public relations campaign on your business, and the biggest factor is measurement. Public relations is a powerful tool in the hospitality industry. From establishing or repositioning a brand to drawing attention to a hotel opening or the addition of a new amenity, public relations can be one of the most value and credible communications tools around. Not only can a well-executed public relations program raise awareness, but it also can be a highly influential force with current and potential guests. READ MORE

Gini Dietrich

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? READ MORE

Lanny Grossman

As resources become scarcer for marketing departments across various industries, marketers need to start finding more creative ways to reach target customers. Businesses need to now drive sales by building brand awareness with the constraints of markedly decreased budgets. This can be achieved through strategic promotional partnerships with non-competing, complementary brands looking to reach a similar audience. The "Power of We," as Jonathan Tisch, Chairman of Loews Hotels, describes the practice, is essential to growing a business and maximizing marketing reach. READ MORE

Gini Dietrich

For most people, even top executives, media interviews can be a stressful thing. Unexpected media interviews can be even scarier. I'm going to give you the tools you need in order to create an efficient plan-of-action for you staff to handle the unexpected media interviews. I'm also going to share with you techniques you can practice and master, so when you're asked to be a spokesperson without warning, you come across as calm, collected, and you get your messages out there. Crises happen and events come up, but I'm going to help you be prepared for the unexpected media interview. READ MORE

Didi Lutz

There is one thing every hotel has in common: to satisfy the guest's request no matter how odd, peculiar or demanding. If you're a luxury hotel, the number of requests increase and their nature becomes even more complex. And they need to be fulfilled at the speed of light. In the midst of daily operations - preparation for arrivals, room inspections, hosting private events, and countless other details - there is a small department that devotes its efforts solely in establishing and maintaining mutually beneficial relationships between the hotel and all its publics. The term "publics" generally refers to any group attempting to influence an organization, and within hospitality, examples of publics include of course guests, VIPs, unions, activists, government, community leaders, and employees only to name a few. The public relations team leverages the hotel's mission and goals to reflect its interests to these publics and acts as a communications liaison. But the public that occupies a communication manager's time the most are the all-powerful, the invincible, the almighty Media. READ MORE

Didi Lutz

Choosing a successful publicist in hospitality can be difficult because there are not that many agencies or independent consultants who specialize in the hotel industry and know its media environment well. To begin with, when recognizing the need to outsource, hoteliers must establish a budget for public relations that will not only include service fees, but also the traditional "wining and dining", complimentary room nights for media, subsidizing press trips, and the cost of article reprints and permissions for their use on websites and press kits. READ MORE

Didi Lutz

Press fam trips typically take a lot of time to be properly organized and planned. Consider them as an investment for the future, since the stories generated from this effort will help your property's positive word of mouth. And as most carefully researched investments, the efforts from the fam trip will grow over time into an invaluable return: your organization's success! Here are some tips to ensure you provide the most effective fam trip for your property... READ MORE

Didi Lutz

With the exception of popular metro cities that lure travelers around the clock, there are thousands of destinations that operate by the season, with some alive only for weeks out of the year. The nature of your destination affects hotel occupancy and the way you manage your business daily. Without presenting a specific town/city/island example, I would like to examine what it is like to factor into your public relations strategy the idea of destination public relations and marketing. While this is no easy task, there are ways to link the two and provide your location with the exposure it needs to become appealing to travelers. For you the goal is simple: when travelers and potential guests read about your destination they should automatically think of your hotel as the perfect place to stay. In order to do this, consider the following strategy and tweak it to fit your property's profile... READ MORE

Didi Lutz

Blogs (traditionally called Web Logs): A fairly recent type of medium, created at will for sharing news, opinions and information. Hotels are slowly beginning to realize the importance of these authoritarian online outlets that are taking the Internet by storm with postings of accurate and sometimes very inaccurate information. The worst of it is, blogs are most times not objective and heavily biased sources of news, but since they are so widespread they become an alarming concern. It is no surprise why PR professionals should keep this emerging type of media on their radar screens to protect the branding and image of their clients. READ MORE

Didi Lutz

So many times I have heard from clients that previous pr campaigns have totally missed the mark on what the hotel was trying to accomplish, whether it was showcasing a renovation, introducing a new image, expanding audiences or recovering from a crisis. Public relations campaigns can be damaging as much as they can be successful if they aren't planned to the last detail. By details, I don't necessarily mean holding countless of fruitless meetings that last for hours with the hotel management, but rather using time productively by taking what was said in a meeting to produce pure public relations results that will align with the overall objectives of the hotel. I have put together some pointers and suggestions about creating a public relations plan that will prove to be successful! READ MORE

Didi Lutz

From my experience, the saying "any publicity is great publicity" does not hold true. Unless you want your hotel to be at the mercy of the media, investing in strategic public relations is the best way to go. We have elaborated on the subject of public relations quite extensively over the last three years, and discussed the best ways to tailor a plan that fits your property, how to protect against potential crises, how to host events, and of course we have talked about ways to choose the best professional to represent your hotel and company. But what about broadcast PR? While I think that for long term branding purposes print placements may work better, depending on your property, there is quite a lot that can be accomplished with a television spot. READ MORE

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