There is already so much to think about in terms of marketing – building a website and email list, social media, SEO, content marketing, advertising, print materials… and the list goes on.
But PR is worth every bit of effort you put into it, because when it’s effective, it’s essentially free advertising for your hotel.
PR can also help you establish your brand and its message. Shaping perception is a powerful way to manage your online reputation and public image.
Understanding how PR fits into your overall marketing plan can help you achieve better marketing results overall.
The hospitality industry is competitive. Every marketing channel available is saturated and overflowing. The question then becomes how to stand out from the crowd.
PR isn’t a silver bullet, but it has become an essential part of every hotel’s marketing plan. How you are perceived has a lot to do with the customers you attract and how much they trust you to deliver the service they want and expect.
Your PR strategy needs to be more than just sending out press releases and talking to media people. You need to be involved in the community, talking to employees and customers, creating connections with suppliers and vendors. This fosters a more effective working relationship between all involved.
PR professionals also craft your image to highlight standout features and unique offerings on your property.
One press release isn’t enough. To uphold your reputation, ongoing communication will be necessary. In the hospitality industry, it’s easy to lose your good standing with the public. One complaint can quickly balloon into a wave of unfavorable press and online reviews.
You may pride yourself in offering the best quality of service. You may even have a luxury hotel. But as public sentiment shifts, you could start losing your reputation, and as result, business.
Effective PR can help you mitigate the negative and sway public opinion.
Traditionally, PR campaigns were directed at getting the attention of notable journalists, publications, magazines, TV shows, and so on. But today, the sheer number of opportunities may astound you.
Every blogger or social media personality in your industry is a potential influencer. Every online reviewer can boost your credibility or harm your reputation. A single mention from an industry expert could help you gain considerable visibility online.
There are also sites like Help A Reporter that connect journalists to sources. If you fit the criteria of what the reporter is looking for, you might be able to contribute to their news piece and be credited for it. Sometimes, you’ll also be connected to podcasters, bloggers, and new media creators through a site like HARO.
PR isn’t just what newspapers say about you anymore – it’s about what virtually anybody says about you.
Traditionally, PR campaigns were directed at getting the attention of notable journalists, publications, magazines, TV shows, and so on. But today, the sheer number of opportunities may astound you.
Every blogger or social media personality in your industry is a potential influencer. Every online reviewer can boost your credibility or harm your reputation. A single mention from an industry expert could help you gain considerable visibility online.
There are also sites like Help A Reporter that connect journalists to sources. If you fit the criteria of what the reporter is looking for, you might be able to contribute to their news piece and be credited for it. Sometimes, you’ll also be connected to podcasters, bloggers, and new media creators through a site like HARO.
PR isn’t just what newspapers say about you anymore – it’s about what virtually anybody says about you.
No hotel will succeed in their PR marketing efforts if they don’t commit to consistent, ongoing work. Managing your reputation is not a one-time activity. As each month passes, you’ll have new events and promotions to market. And as you add new amenities and services to your location, you’ll want to raise public awareness for them.
If you want to be successful with PR – and you should, because your survival as a business may depend on it – you must have a long-term vision for it.
Does your hotel have a marketing strategy that encompasses PR? Do you have a plan in place to oversee ongoing PR efforts?
Public perception can make or break your business. You can’t afford to ignore reviews or any feedback coming from customers.
This is the new age for PR, and one thing is for certain – you must understand how it works to get it working for you.