Social Media is Not PR: How Hotels are Getting it Right and Wrong
By Sherry Heyl Founder & Consultant, Amplified Concepts | February 08, 2015
Where Social Media and PR Meet
PRSA defines public relations as: "Public relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics."
This includes listening to the conversations that are happening online and analyzing public opinion about the brand, the industry, and the competition. Public relations is on the front lines to manage a crisis–and in the wild west of social media, a crisis can creep up at any moment.
Public relations professionals are also typically great communicators and can create content that captures the attention of influencers and media outlets and can spark a movement that can spread throughout various communities.
If your social media goal is to increase awareness of your brand, a social media effort that is aligned with PR objectives will help you increase your reach and manage the tone of the
Sensei Project worked with Pullman Hotels this past year where we identified and recruited a handful travelers that regularly documented their journeys on social media and had built up a large and engaged following. We coordinated trips to Paris so they could see the newly renovated Pullman hotels for themselves as well as experience the local attractions. We coordinated 6 trips which resulted in coverage that reached over 57 million people throughout the various social media channels including; Facebook, Pinterest, Instagram, Tumblr, Twitter, and blogs.
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