9.3 Public relations and publicity strategies

Public relations and publicity strategies are vital tools for hotels and travel agencies. They help build positive brand images, manage crises, and shape public perception. These strategies involve identifying key stakeholders, crafting targeted messages, and utilizing various communication channels.

Effective PR in hospitality requires a mix of proactive planning and responsive action. From building relationships with media to managing online reputations, PR professionals must navigate a complex landscape to maintain a strong brand image and mitigate potential risks.

Public Relations for Brand Image

Building a Positive Brand Image

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• Public relations (PR) is the strategic communication process that builds mutually beneficial relationships between organizations and their publics, aiming to shape public perception and maintain a positive reputation
• A strong brand image is the set of beliefs, ideas, and impressions that a person holds regarding a brand
• PR helps establish and reinforce desired brand associations, values, and personality traits
• PR tactics for building a positive brand image include:
  • Proactive storytelling to showcase brand heritage, innovations, and milestones
  • Thought leadership through executive bylines, speaking engagements, and industry reports
  • Corporate social responsibility initiatives that demonstrate commitment to social and environmental causes (sustainable tourism, community outreach)
  • Influencer partnerships with travel bloggers, lifestyle experts, and cultural tastemakers to reach new audiences and gain endorsements
  • Customer advocacy programs that highlight positive guest experiences and turn loyal customers into brand ambassadors

Maintaining a Consistent Brand Image

• Maintaining a positive brand image requires consistent messaging across all touchpoints, including advertising, website copy, social media posts, and customer service interactions
• Timely response to customer feedback and concerns is crucial for addressing issues before they escalate and showing dedication to customer satisfaction
• Adapting to evolving market trends and consumer expectations helps keep the brand relevant and resonant (wellness travel, personalized experiences)
• Regular brand audits can identify inconsistencies, outdated elements, or areas for improvement in brand communication and experience delivery
• Employee training and engagement programs ensure that all staff members understand and embody the brand values and deliver on the brand promise

Public Relations Strategy Development

Stakeholder Identification and Mapping

• A PR strategy outlines the overarching approach and key messages for communicating with target audiences to achieve specific objectives, aligning with overall marketing and business goals
• Key stakeholders in hospitality and tourism may include:
  • Guests: leisure travelers, business travelers, group travelers, loyalty program members
  • Employees: frontline staff, management, corporate executives
  • Investors: shareholders, venture capitalists, financial analysts
  • Suppliers: food and beverage providers, technology vendors, housekeeping services
  • Local communities: residents, neighborhood associations, community leaders
  • Government officials: tourism boards, economic development agencies, regulators
  • Media outlets: travel publications, lifestyle magazines, news channels, travel blogs
  • Industry associations: trade organizations, professional networks, advocacy groups
• Stakeholder mapping involves identifying the interests, influence, and communication preferences of each stakeholder group to tailor messages and tactics accordingly

Multichannel Tactics and Storytelling

• PR channels include earned media (press coverage), owned media (company website, blog, social media), paid media (sponsored content, advertorials), and shared media (user-generated content, influencer partnerships)
• Tactics for earned media include:
  • Press releases announcing new hotel openings, renovations, partnerships, or awards
  • Media pitches offering story ideas, expert interviews, or destination guides
  • Press conferences for major announcements or crisis communications
  • Familiarization trips for travel journalists and influencers to experience the property or destination firsthand
  • Reactive media management to respond to inquiries, mitigate negative coverage, or provide commentary on industry trends
• Owned media tactics focus on creating and distributing valuable content that educates, entertains, or inspires target audiences, such as:
  • Blog posts highlighting local attractions, insider tips, or guest stories
  • Whitepapers on industry trends, sustainability practices, or innovative technologies
  • Videos showcasing property tours, event highlights, or employee spotlights
  • Podcasts featuring interviews with industry experts, celebrity guests, or destination partners
  • Email newsletters with exclusive offers, loyalty program updates, or thought leadership content
• Paid media tactics involve collaborating with media partners to create sponsored content that blends seamlessly with editorial content (native advertising, branded content)
• Shared media tactics tap into the power of user-generated content and influencer partnerships to build credibility and advocacy, such as:
  • Social media contests encouraging guests to share photos, videos, or stories about their experiences
  • Hashtag campaigns rallying around a common theme, cause, or experience (sustainable travel, cultural immersion)
  • Affiliate programs incentivizing influencers or partners to promote the brand to their audiences

Crisis Communications in Hospitality

Proactive Planning and Preparedness

• A crisis is an unexpected event that threatens an organization's reputation, operations, or financial stability, such as natural disasters (hurricanes, wildfires), security threats (terrorism, data breaches), health scares (foodborne illnesses, pandemics), service failures (overbooking, discrimination), or ethical breaches (harassment, fraud)
• Effective crisis management requires a proactive approach that includes:
  • Risk assessment to identify potential vulnerabilities and worst-case scenarios
  • Scenario planning to develop response strategies and communication templates for different crisis types
  • Stakeholder mapping to prioritize key audiences and tailor messaging accordingly
  • Crisis communications plan outlining roles and responsibilities, approval processes, spokesperson training, and contact lists
• The crisis communications plan should be regularly updated to reflect organizational changes and emerging risks, and tested through simulations and tabletop exercises
• Establishing relationships with key media contacts, industry partners, and community leaders before a crisis can facilitate communication and support during an actual event

Responsive Messaging and Reputation Management

• During a crisis, the priority is to protect public safety, provide accurate information, and express empathy and accountability
• The designated spokesperson should be trained to handle media inquiries, stay on message, and convey authenticity and transparency
• Key messages should focus on the facts, the actions being taken to address the situation, and the resources available for those affected (hotlines, websites, relief funds)
• Mitigating negative publicity involves active listening and monitoring of media coverage and online conversations to identify potential issues early on, allowing for swift corrective action and narrative shaping
• Strategies for countering negative publicity include:
  • Issuing timely statements to clarify facts, correct misinformation, or express remorse
  • Offering compensation or apologies to those affected, as appropriate
  • Showcasing positive stories and endorsements from satisfied guests, employees, or partners
  • Implementing corrective actions to prevent future occurrences and communicate progress updates
• Post-crisis evaluation is crucial for identifying lessons learned and areas for improvement, through stakeholder surveys, media analysis, reputation tracking, and after-action reviews

Public Relations Effectiveness Evaluation

Media Monitoring and Measurement

• Measuring the impact of PR efforts is crucial for demonstrating value, optimizing strategies, and securing budget and resources
• Setting clear objectives and key performance indicators (KPIs) aligned with business goals is the foundation of effective measurement
• Media monitoring involves tracking media coverage across various channels, including:
  • Print: newspapers, magazines, trade publications
  • Broadcast: television, radio, podcasts
  • Online: news websites, blogs, forums
  • Social media: Facebook, Twitter, Instagram, LinkedIn
• Key metrics for media monitoring include:
  • Number of placements or mentions
  • Audience reach or impressions
  • Share of voice relative to competitors
  • Message pull-through or alignment with key messages
  • Media quality score based on tone, prominence, and credibility of the outlet
• Media monitoring tools (Cision, Meltwater) and clipping services can automate the tracking and analysis of media coverage

Sentiment Analysis and Stakeholder Insights

• Sentiment analysis involves assessing the emotional tone and opinion expressed in media coverage and online conversations, helping gauge public perception and identify potential issues or opportunities
• Sentiment can be measured on a scale from positive to negative and analyzed at various levels:
  • Keyword level: mentions of specific products, services, or attributes
  • Article level: overall tone and opinion of a news story or blog post
  • Topic level: aggregate sentiment around a particular theme or issue (customer service, sustainability)
• Natural language processing and machine learning tools can automate sentiment analysis, while human coders can provide more nuanced interpretations
• Other PR measurement techniques include:
  • Surveys and focus groups to gather feedback from key stakeholders (guests, employees, partners) on brand perceptions, experiences, and preferences
  • Web analytics to track website traffic, page views, and conversions driven by PR efforts (press releases, media mentions)
  • Social media listening to monitor brand mentions, engagement rates, and influencer partnerships across social platforms
• Reporting on PR effectiveness should focus on outcomes and business impact, rather than just outputs and activities
• Correlating PR efforts with key business metrics such as sales, revenue, brand equity, and customer loyalty can demonstrate the strategic value of public relations in driving organizational success