{468x60.media}
Mr. Luciani

Social Media & Relationship Marketing

The Benefits of Public Relations

By Doug Luciani, Chief Associate, PRofit from PR - Public Relations & Marketing

Public relations takes time and commitment. Sending out one release won't get you on the cover of Southern Living or the front page of the NY Times. However, handle a crisis poorly and it will. Understanding public relations is important to any business. Effective PR can help you gain exposure and increase revenues.

Sure, PR can be maddening. It's hard to measure the ROI sometimes, but it can be done. It's time consuming, but the results are very gratifying.

Take a look at my most recent article in the Hotel Business Review "Hotel Communications: Working With Journalists" and get a better understanding of how you can harness the power of public relations and put it to work for your hotel.

Through the years, I have tried to help clients and those I have worked with gain a better understanding of public relations and how it works. I have also heard the reasons from others who do not take advantage of public relations and why they choose to dismiss this useful tool. At the end of the day, whatever their reasons for not using PR, it comes down to one underlying factor, a lack of understanding and appreciation for the benefits or public relations.

If you haven't considered PR before, or wrote it off a long time ago, now is an ideal time to learn more about it. Marketing budgets are tight. But, PR can help you extend that marketing dollar. If you tried PR in the past and didn't feel you got the results you wanted, I suggest you give it a try again. This time, ask yourself why it didn't work the first time? Was it your PR team? Did you not give them the tools they needed? Or were expectations unreasonable based on a lack of fully understanding PR?

Public Relations can deliver results with creative, strategic and proactive plans. Take advantage of this resource in your marketing tool box and hammer home your message.

Sincerely,

Doug Luciani leads PRofit from PR, focusing on media relations, marketing communications, e-marketing strategies and media training. PRofit from PR's clients span the U.S. and feature technology, healthcare, security, real estate and corporate training. Mr.Luciani also serves as VP of PR for Dickinson & Associates, and Chief Communications Officer for Florida Vacation Auction. A graduate of the University of Florida, he is a member of the Florida Public Relations Association, the Public Relations Society of America and several regional business development organizations. Mr. Luciani can be contacted at 407-719-6102 or doug@profitfrompr.com Extended Bio...

HotelExecutive.com retains the copyright to the articles published in the Hotel Business Review. Articles cannot be republished without prior written consent by HotelExecutive.com.

Receive our daily newsletter with the latest breaking news and hotel management best practices.
Hotel Business Review on Facebook
RESOURCE CENTER - SEARCH ARCHIVES
General Search:

OCTOBER: Revenue Management: Technology and Big Data

Gary Isenberg

Hotel room night inventory is the hotel industry’s most precious commodity. Hotel revenue management has evolved into a complex and fragmented process. Today’s onsite revenue manager is influenced greatly by four competing forces, each armed with their own set of revenue goals and objectives -- as if there are virtually four individual revenue managers, each with its own distinct interests. So many divergent purposes oftentimes leading to conflicts that, if left unchecked, can significantly damper hotel revenues and profits. READ MORE

Jon Higbie

For years, hotels have housed their Revenue Management systems on their premises. This was possible because data sets were huge but manageable, and required large but not overwhelming amounts of computing power. However, these on-premise systems are a thing of the past. In the era of Big Data, the cost of building and maintaining an extensive computing infrastructure is incredibly expensive. The solution – cloud computing. The cloud allows hotels to create innovative Revenue Management applications that deliver revenue uplift and customized guest experiences. Without the cloud, hotels risk remaining handcuffed to their current Revenue Management solutions – and falling behind competitors. READ MORE

Jenna Smith

You do not have to be a hospitality professional to recognize the influx and impact of new technologies in the hotel industry. Guests are becoming familiar with using virtual room keys on their smartphones to check in, and online resources like review sites and online travel agencies (OTAs) continue to shape the way consumers make decisions and book rooms. Behind the scenes, sales and marketing professionals are using new tools to communicate with guests, enhance operational efficiencies, and improve service by addressing guests’ needs and solving problems quickly and with a minimum of disruption. READ MORE

Yatish Nathraj

Technology is becoming an ever more growing part of the hospitality industry and it has helped us increase efficiency for guest check-inn, simplified the night audit process and now has the opportunity to increase our revenue production. These systems need hands on calibration to ensure they are optimized for your operations. As a manager you need to understand how these systems work and what kind of return on investment your business is getting. Although some of these systems maybe mistaken as a “set it and forget it” product, these highly sophisticated tools need local expert like you and your team to analysis the data it gives you and input new data requirements. READ MORE

Coming Up In The November Online Hotel Business Review




{300x250.media}
Feature Focus
Architecture & Design: Authentic, Interactive and Immersive
If there is one dominant trend in the field of hotel architecture and design, it’s that travelers are demanding authentic, immersive and interactive experiences. This is especially true for Millennials but Baby Boomers are seeking out meaningful experiences as well. As a result, the development of immersive travel experiences - winery resorts, culinary resorts, resorts geared toward specific sports enthusiasts - will continue to expand. Another kind of immersive experience is an urban resort – one that provides all the elements you'd expect in a luxury resort, but urbanized. The urban resort hotel is designed as a staging area where the city itself provides all the amenities, and the hotel functions as a kind of sophisticated concierge service. Another trend is a re-thinking of the hotel lobby, which has evolved into an active social hub with flexible spaces for work and play, featuring cafe?s, bars, libraries, computer stations, game rooms, and more. The goal is to make this area as interactive as possible and to bring people together, making the space less of a traditional hotel lobby and more of a contemporary gathering place. This emphasis on the lobby has also had an associated effect on the size of hotel rooms – they are getting smaller. Since most activities are designed to take place in the lobby, there is less time spent in rooms which justifies their smaller design. Finally, the wellness and ecology movements are also having a major impact on design. The industry is actively adopting standards so that new structures are not only environmentally sustainable, but also promote optimum health and well- being for the travelers who will inhabit them. These are a few of the current trends in the fields of hotel architecture and design that will be examined in the November issue of the Hotel Business Review.