Hotel PR - Building a Web of Public Relations

To analogise the concept of hotel PR with a spider forming a web may be crude, but it is nevertheless prudent. It does, of course, suggest that the hotel is attempting to ensnare the potential customer, but the concept of hotel PR need not be seen as all that dissimilar (albeit less malevolent sounding).

Hotel PR is a method of marketing that, through the use of advertising, media relations and creating an appealing self-image, furthers the success and reputation of the establishment. How does it do this?



Advertising

Well, firstly successful advertising is crucial to the success of any business, whether it is in the tourism industry or not. Even the most seemingly reclusive and obscure hotel establishment can reap the benefits of a hotel PR strategy, that utilises all the advertising resources around them e.g. local newspapers, fliers and small scale advertising in tourism guides.



Media relations

Creating media relations is also a great method for establishing and extending the awareness of a hotel. Modern day technology has served to augment the viability of this PR method, with the growth of social media websites (of all variations), search engines and tourism websites that review and discuss hotels in set areas. The best aspect of this, however, is the low demand on the budget. This type of advertising will cost nothing more than the time it takes to create the necessary pages, backlinks and information pages pertaining to the hotel. The longevity of this method, in that it accumulates more and more business overtime and does not require updating or intervention, is also of huge use to a hotel.

With the internet now providing a global platform through which any businesses, regardless of size, can establish and promote themselves, there is no reason why a hotel should not equally utilise its potential. It is cost-efficient and stands to yield incredible results. It must, however, be done right to maximise its effectiveness.



Image

Lastly, hotel PR can help you form a productive image for a hotel. Image is crucial to how any hotel is received. It can help define a modern hotel or celebrate a quaint, archaic establishment that sells itself through its antiquity. Whatever the nature of the hotel, creating the right image will allow you to know what type of customer market you will be attracting, and what type of pricing strategy falls under such a market. The key to this, then, is understanding the market and knowing the type of individual you wish to attract. This is an important aspect of hotel PR strategy; the right research must be carried out before hand so that you know on which basis to form your PR campaign. It will allow you to hone in onto the exact needs, expectations and wishes of your customer and, through this, further the success and reputation of the hotel.


Natalie Egerton works at Clear Cut PR, a leading travel public relations agency specialising in travel PR, travel marketing, media relations, social media and hotel PR campaigns. Clear Cut PR is proud to deliver consistent good value for clients, whether in building brand reputation, building media relationships, or identifying and reaching the most valuable target audiences.