Planning a PR Strategy: Don't shoot from the hip
By Georgi Bohrod Principal, GBG & Associates | January 14, 2010
No matter what your job title, as a hotel executive you are always in the business of hospitality sales and marketing. The core of your success centers on the guest experience. The question is how best to convey the message that you adhere to your vision? How best to let people understand what makes you unique? How best to let people know that you fit their needs? If you say PR, I agree. But exactly what does that mean?
Public Relations (PR) is the practice of conveying messages to the public through the media. The intent of PR is to change the public's action by influencing their opinions. Usually, only certain segments of the public are targeted; these segments are called audiences. Our goal is to target distinct audiences with various messages to direct opinion and influence behavior.
The role of Public Relations in hospitality marketing strategy is to shape perceptions and behaviors to make the climate more favorable to generate guest nights and profits.
Your primary goal is to present your property and/or brand in a positive light in which to continue to build marketing and sales momentum. To be effective, both with budget and results have a plan. Shooting willy-nilly from the hip is wasteful. If you have a plan you may opt to change course from time to time, but never without analytic reflection and measurement.
Brief History of Public Relations
A brief history of public relations provides insights into its strength and deployment. The Public Relations Society of America (PRSA) says that "public relations help an organization and its publics adapt mutually to each other." Many of the first PR professionals got their start with the Committee for Public Information, whose main function was to organize publicity on behalf of The United States and its objectives during the First World War.