Hotel Public Relations - Leslie Moica Garcia
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Hotel Public Relations - Leslie Moica Garcia
- 1. HOTEL PUBLIC RELATIONS BY LESLIE GARCIA-MOICA DIRECTOR OF PUBLIC RELATIONS THE ST. REGIS DOHA
- 2. AGENDA Introduction What is public relations The power of public relations Steps to developing a successful PR plan 2 For Internal Use Only. ©2009 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved.
- 3. INTRODUCTION Leslie Garcia-Moica Director of Public Relations The St. Regis Doha 3 For Internal Use Only. ©2009 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved.
- 4. WHAT IS PUBLIC RELATIONS? ◊ Definition: Public re latio ns is the discipline which lo o ks afte r re putatio n, with the aim o f e arning unde rstanding and suppo rt and influe ncing o pinio n and be havio r. I t is the planne d and sustaine d e ffo rt to e stablish and maintain g o o dwill and mutual unde rstanding be twe e n an o rg anizatio n and its publics. ” ◊ Hotelpublic relations includes activities such as press relations, special events planning, targeted outreach for focused editorial coverage, organization of press familiarization trips and community relations. 4 For Internal Use Only. ©2009 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved.
- 5. THE POWER OF PUBLIC RELATIONS Public relations is a highly effective tool for generating awareness and visibility for an individual property, hotel chain or brand. Public relations versus Advertising? More cost effective More credible Reaches a wider audience 5 For Internal Use Only. ©2009 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved.
- 6. STEPS TO DEVELOPING A SUCCESSFUL PR PLAN 1. Write your positioning statement – What are your unique selling points? – What differentiate you from your competitor? 2. List your objectives – What do you hope to achieve for your company through the publicity plan you put into action? 6 For Internal Use Only. ©2009 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved.
- 7. STEPS TO DEVELOPING A SUCCESSFUL PR PLAN 3. Identify your target audience –Who are your guests? Who are you trying to attract? –Be aware of cultural differences 4. Identify your Target media -What are your guests most likely to read? Watch? Listen? 7 For Internal Use Only. ©2009 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved.
- 8. STEPS TO DEVELOPING A SUCCESSFUL PR PLAN 5. Develop Story Angles - The importance of story telling - TedX Vancouver – Greg Power - the power of story - Create an emotional connection with the brand / hotel - The St. Regis brand story - TedX – Simon Sinek – the golden circle 8 For Internal Use Only. ©2009 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved.
- 9. STEPS TO DEVELOPING A SUCCESSFUL PR PLAN 6. Make the Pitch - Public relations is more than just press release - Be specific build your value driven message - Be Newsworthy - Make your story relevant to the journalist 7. Last but not least: Follow-up 9 For Internal Use Only. ©2009 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved.
- 10. THE KEY TO SUCCESSFUL HOTEL PR Be knowledgeable about your hotel Be aware of who is your target audience Create a compelling, newsworthy story Network and follow-up! 10 For Internal Use Only. ©2009 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved.
- 11. THANK YOU 11 For Internal Use Only. ©2009 Starwood Hotels & Resorts Worldwide, Inc. All Rights Reserved.
Notas do Editor
- For many hotels public relations is treated as an afterthought. Hotels have a sales department; they have marketing team and for more ambitious hotels, a social media program. So why bring in PR? There is often a misunderstanding of what public relations actually is, and some of it stems from the blurring line between PR and marketing. Hoteliers often maintain the assumption that PR and marketing are effectively the same. The ultimate goal, after all, is to increase revenue for the property, and both PR and marketing are tools to achieve that end. But hoteliers tend to view marketing efforts as direct and measurable, and PR initiatives as soft and nebulous. Nothing, however, could be further from the truth.
- The power of public relations is well proven. It’s the most cost-effective method for promoting a travel product, establishing third-party credibility, and getting your name in front of the trade industry and publications, and of course, the public. Placing stories with press releases, articles, and columns is your link to countless national and local newsrooms, editors, and journalists. And the media provide significantly more credibility than expensive traditional display advertising