I think I’ve spend the better part of my specialty arguingthe importance of assigning a seat for PR in the exec roundtable at every hotel, regardless of size, type or chain. In the past two or three years, I’m noticing more and more properties are investing in PR, and some are actually empowering these folks to sit in weekly executive meetings.
With the drop in the economy, PR has been absorbed in a Sales and Marketing role once again, but once the cycle rebounds, public relations will come back bigger and better!
Whether your hotel’s PR rep is an swanky agency, a capable freelancer, a smart-as-a-whip intern, or an in-house manager, seeking the opinion of your media relations liason in hotel matters will pay dividends. Surely you want to know what’s tweeted about your hotel, or what the fans are saying on Facebook? (And tell me that you know what Twitter is by now!) From property issues management planning, and projected renovations to simple updating your crisis communications handbook, PR should have a say in the direction, not just the execution of the promotion or publicity.
PR professionals can provide great and humble feedback from a unique perspective to your executive committee. It’s a shame to have them pass on their notes to the DOSM (Director of Sales and Marketing) and miss out on their valuable direct insight in property matters.