Archive for August, 2009

Using sharp angles to break through the media clutter

Thursday, August 27th, 2009

Since late last year, and more so this year, we’re noticing a decline in traditional media placements.  They are fewer, much more selective and harder to secure.  As a result, with Facebook and Twitter now completely mainstream, good old magazines and newspapers (at least those surviving) are struggling to adjust to this new wave in publishing.

As a result, I think that the print that survives will become much more valuable in public relations, in terms of branding and editorial.  However, we’re finding that breaking through editors’ mailboxes is insurmountable nowadays.  Persistence is still key, but creating sharp and timely angles is more important than ever.  It doesn’t matter if your product is new.  Why would the editor want to write about it?  Your hotel package might be amazing in luxury and dripping with freebies, but why would a travel writer want to do a story.  These are things that necessary to think through before you get on the phone or start blasting off emails.

My client, the Hotel Heritagein Bruges decided to do a 9.9.09 rate for 99EUR next month for one day.  The purpose of the promo was exposure and momentum, not so much the number of bookings for that rate.  I pitched it creatively, and here is a great placement in the Wall Street Journal’s Travel Watch section.

Finding value in the pitch and aligning it strategically so that it helps not only the client, but also the editor, is key to great media relations.

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 1 Comment »

Never Ending Fires in Athens

Monday, August 24th, 2009

So painful every time I read about another wildfire in Greece, this one so near my hometown.  According to the CNN and New York Times, and native Kathimerini.gr, the fires keep raging and the source and cause of the fire is still unknown.

Traditionally, August is the vacation month for Greeks and Athens is empties out, especially during the last two weeks.  Once again, on a windy and very dry day, just like in 2007, fires blazes through mountains and houses, leaving people homeless and devastated.

Ecologically, this year’s fires have completely wiped out the greenery in the Dionyssos, Grammatikos and other north east neighorhood that are known for their rich greenery.   The impact on the environment for these fires is tremendous, and effect from fires compounds from year to year.

If there’s any PR perspective in all of this, it shows the general unpreparedless and failure to respond quickly and consistently.  It’s necessary to spend the time and money to educate people about the horror of wildfires, the impact they have on society, and the cost the environment has not choice but to absorb.  Some friends tell me these fires are political.  Others think it is the wind that started it. 

Regardless, and while titanic efforts are made now by everyone, the same effort should be made to prevent fires altogether.

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | No Comments »

Hotels: handling crises via social media

Monday, August 17th, 2009

My article on www.hotelexecutive.com on managing crises in the era of social media was published this month, and raises the question not so much about the accuracy of information posted on a property’s official Facebook or Twitter account, but rather on the timeliness of each update.  When handling a crisis, fans and followers expect consistent and timely updates to an issue and what immediate steps are underway to resolve the problem.  Case in point: the Marriott hotels in Jakarta just last month utilized Twitter in a very effective way.

Yet, some hotels - mostly independent hotels at this point - remain skeptical in using social media as proactive communications tool.  At the same time, those hotels that have started up Facebook/Twitter/LinkedIn accounts and have left them idle is like ignoring their existing, and potential guests.

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 3 Comments »

When marketing becomes below the line

Tuesday, August 11th, 2009

Awesome article in last week’s BusinessWeek forwarded to me by a colleague: http://www.businessweek.com/magazine/content/09_33/b4143064876775.htm

As PR people, we can’t help but notice the guerilla marketing, the pop-up boxes in stores, and anything - anything - that will capture attention at the lowest cost possible.   But, this article makes a point about loss of professionalism, and essentially true brand awareness that is built with consistent advertising.

However, these low cost marketing techniques cater to the immediate.  PR is an independent tool that lends itself to help in marketing efforts, and is therefore by no means below the line.  It is a low-cost tool that generates measurable results with long term effects.

Interestingly, this article - just like many others over the years - continue to go about the vicious circle of what is advertising and what is promotion.   Are they the same?  What makes the two separate?  First, we must continue to pursue the universal definition of advertising and PR, knowing that the two should be separate budgets that promote a brand.  “Promotion” has such a loose term, especially in down economic cycles, confusing not only those who pay for marketing budgets, but also those considering buying the product or service!

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Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | No Comments »