Insider: Maximizing Press that Aligns with Sales and Marketing Objectives
By Didi Lutz, President, Didi Lutz PR
Ms. Didi Lutz
So many times I hear from hotels how their previous pr campaigns totally missed the mark on what the hotel was trying to accomplish: whether 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 are not planned to the last detail. By detail, 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.
A successful hotel public relations campaign will align itself to the outreach efforts of Sales and Marketing, in order to present a united front to all the publics that affect the property. Regardless if the pr effort is as simple as promoting a special package for the holidays, or a monumental project such as a hotel opening, the two departments need to find better ways to communicate and work together in order to accomplish their overall objectives. For instance, independent publicists are a great solution to work with Sales and Marketing management, because they are flexible, experienced, and can work on multiple hotel projects effectively and provide personalized service.
At the end of the day, before you make a hiring decision for a publicist, as a hotelier you want results that increase exposure and revenue. You want your hotel to stand out in the right way and get ahead of your competition. Investing in PR is a fruitful way to obtain these results, but making sure that the campaign is parallel to your property's objectives can be a challenge.
Read my article "Maximizing Press that Aligns with Sales and Marketing Objectives" in this week's Hotel Business Review for advice and suggestions for clues to PR success!
Sincerely,
Didi Lutz
Travel Publicist
561-628-7422
didi.lutz@gmail.com
www.didilutzpr.com
