9.3 Public relations and publicity strategies
6 min read•july 30, 2024
Public relations and publicity strategies are vital tools for hotels and travel agencies. They help build positive brand images, manage crises, and shape . 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 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)
- 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- Regular brand audits can identify inconsistencies, outdated elements, or areas for improvement in brand communication and experience delivery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:
- 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
- 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
Key Terms to Review (18)
Brand reputation: Brand reputation refers to the perception and opinion that consumers and stakeholders have about a brand based on their experiences, marketing, and public interactions. This reputation is shaped by factors like product quality, customer service, and public relations efforts, making it a critical asset for businesses in attracting and retaining customers. A strong brand reputation can lead to increased customer loyalty, trust, and a competitive edge in the market.
Crisis Communication: Crisis communication refers to the strategic approach to conveying information and managing communications during a crisis to minimize damage to an organization's reputation and ensure public safety. This involves being transparent, timely, and consistent in messages while addressing the concerns of stakeholders. Effective crisis communication is essential for rebuilding trust and facilitating recovery after any disruptive event.
Digital Transformation: Digital transformation is the process of integrating digital technology into all areas of a business, fundamentally changing how it operates and delivers value to customers. This shift not only enhances efficiency and innovation but also redefines customer engagement and experiences, making it essential for businesses in hospitality and travel to adapt to the changing landscape.
Edward Bernays: Edward Bernays was a pioneering figure in public relations, often referred to as the 'father of public relations'. He utilized psychological and sociological principles to shape public opinion and create effective communication strategies for brands and organizations. His innovative techniques established many foundational practices in public relations and publicity strategies that are still used today.
Influencer partnerships: Influencer partnerships refer to collaborations between brands and individuals who have a significant following on social media or other platforms, leveraging their influence to promote products or services. These partnerships help brands connect with target audiences authentically and can enhance brand visibility, engagement, and trust.
Ivy Lee: Ivy Lee was an early public relations pioneer known for his innovative practices in managing public perception and communication strategies. He is often regarded as the father of modern public relations for emphasizing transparency, honesty, and direct communication between organizations and their audiences. His approach laid the groundwork for many public relations strategies used today, focusing on building trust and establishing a positive public image.
Media coverage analysis: Media coverage analysis is the process of evaluating how a particular event, organization, or topic is represented in various media outlets. This involves assessing the tone, frequency, and context of the coverage to understand public perception and media influence. By examining media coverage, organizations can better shape their public relations strategies and address any issues that arise from negative portrayals.
Media events: Media events are planned occasions designed to attract significant public attention and media coverage, typically orchestrated by organizations or individuals to convey specific messages or influence public perception. These events can take various forms, including press conferences, product launches, celebrity appearances, and charity events, all aimed at generating publicity and engaging the audience effectively.
Media relations: Media relations is the strategic practice of managing communication and fostering positive relationships between an organization and the media. This involves crafting compelling stories, providing timely information, and responding effectively to inquiries to influence public perception. Effective media relations are crucial in both regular operations and during crises, ensuring that messages are clear and consistent.
Press kits: Press kits are informational packages prepared for journalists and media professionals, designed to provide essential details about a company, product, event, or service. They typically include press releases, background information, high-resolution images, and other relevant materials that help the media create accurate and informative stories. Press kits play a vital role in public relations by facilitating communication between organizations and the media, helping to shape public perception and generate publicity.
Press Releases: A press release is a written statement provided to the media to announce something newsworthy, such as events, product launches, or significant changes within an organization. These documents are crucial for public relations strategies as they help shape public perception and media coverage, allowing organizations to communicate effectively with their target audience. A well-crafted press release can generate publicity, attract media attention, and enhance brand visibility.
Public perception: Public perception refers to the collective opinions and attitudes that individuals or groups hold about an organization, brand, or individual. This perception is shaped by various factors, including media coverage, personal experiences, and public relations efforts. The way a company manages its public relations can significantly influence public perception, as it helps to create narratives and build trust with consumers.
Sentiment analysis: Sentiment analysis is the process of using natural language processing and machine learning techniques to determine the emotional tone behind a body of text. It helps businesses gauge public perception and consumer attitudes towards brands, products, or services by analyzing social media posts, reviews, and other online content. This technique is essential for evaluating marketing effectiveness and shaping public relations strategies.
Social media platforms: Social media platforms are digital tools that allow users to create, share, and engage with content and connect with others online. These platforms play a crucial role in facilitating communication and interaction, making them essential for businesses to manage their public image and handle crises effectively. Their real-time nature enables organizations to quickly disseminate information, respond to customer inquiries, and engage with audiences on a personal level.
Stakeholder engagement: Stakeholder engagement is the process of involving individuals, groups, or organizations that have an interest or investment in a particular project or initiative. It emphasizes the importance of communication, collaboration, and feedback between stakeholders and organizations to build trust and ensure that diverse perspectives are considered. This process is crucial in fostering partnerships that support sustainable practices and enhance public relations strategies.
Storytelling: Storytelling is the art of using narratives to communicate ideas, emotions, and experiences in a compelling way. It plays a crucial role in creating connections with audiences by engaging their imagination and emotions, making the experience more memorable and impactful. In the context of travel and hospitality, storytelling can enhance the design of experiences, shape customer journeys, build relationships through public relations efforts, and contribute to effective content marketing strategies that highlight destinations.
Sustainability communication: Sustainability communication refers to the strategic sharing of information and messages that promote environmental, social, and economic sustainability. This type of communication aims to engage stakeholders, raise awareness, and influence behaviors towards more sustainable practices. It plays a crucial role in public relations by fostering transparent relationships between organizations and their audiences, ultimately shaping perceptions and driving positive change.
Target audience: A target audience is a specific group of consumers that a business aims to reach with its marketing efforts, tailored messages, and products. Identifying the target audience is essential for effective communication and ensures that marketing strategies resonate with the right people, leading to better engagement and higher conversion rates. Understanding the target audience helps in optimizing promotional activities, customizing products or services, and establishing stronger connections with potential customers.