Since the purpose of this blog is to discuss topics that relate to PR and how it evolves, I thought it would be beneficial to share the perspective of the new PR professionals as they enter the field and what they are thinking.
I’ve had the pleasure of connecting with Melanie Dorange through my blog for the past couple of years. Melanie is a young dedicated hospitality professional in Europe, with a strong sense and understanding of the PR process. I hope you will find her blog post informational - feel free to comment and open for discussion:
If I should use only one word to describe my feeling about the hospitality industry outlook, I would say “challenging”. This word has two possible reading: you can translate it as “obstacles, uncertainty, problems”, but you can also hear “evolution, opportunities, stimulating”. I choose the second reading.
Despite having started my career in a difficult economic environment and feeling everyday the pressure of competition on the job market and the growing number of tools to master in order to be a good hotel PR, I am feeling more enthusiastic than ever about this role of representative and determined to build my career on a strong base. Starting now. Learning to work around quality and integrity will serve my whole career.
In my quest to perfect my approach to PR, I have created a check-list with some of the elements I find determinant for me to keep in mind, looking ahead to the next decade. Some of them are based on my experience, others on my readings and other professionals’ sayings. These are the first three points on my list:
- Brush my story-telling and narration skills
Daniel Craig recently reminded me about this topic on his blog, and how much impact a good narrated story can have on the media first when it comes to selection, and secondly on our readers. I like the idea that we should think like creative writers and journalists whenever writing stories for our clients, with the objective that travellers should picture themselves as the heroes of our stories. I am already trying to apply it as a way to “stand out from the crowd”. This is where creativity is key, we need to capture the hotel’s niche and describe this exception in a catchy and personal story. This type of writing implies a more focused communication, but I feel the traditional press release is still very useful for other announcements such as awards and nominations.
- Keep my eyes wide open
Keeping track of innovations in the wide field of communications is critical for me. I read blogs and online news every day in order to be aware of the latest trends. I am not using all of the tricks and tools I read about, but at least I know about them.
Keep an eye on the next generation of hoteliers is also part of this monitoring. In the next years, hoteliers’ strategies will change, and so will ours in turn. Some events already bring together students or graduates from leading hotel schools around the world in order to exchange knowledge and ideas, and they reveal what challenges this new generation foresees in the future. These young graduates are tomorrow’s hospitality leaders, so understanding their drivers help me anticipate the task we will face in some years.
- Pamper the photographer
This one is not new. I know it sounds obvious, but I am already convinced. It’s all about the picture, the one fabulous image that “has it all”. This picture which makes the reader turn back the page, or scroll up to double-check, even after going through hundreds of (web)pages when his eyes are reading one line out of five. I call them “subliminal shots”, because they come back to the mind at unexpected times like unconscious thoughts, and the associated hotel name along! Having quality images will eventually put the hotel forward, whether online or in print. This is one of the first things I have learned in PR, but it proved being right so often already. Investing in quality photographs is a trick I won’t leave aside.
When I think of my future, I know I may have to adapt to the environment and redefine my skills as often as needed, and I am ready for it. (Think about it, I may be around for the next 35-40 years*, what will travel PR be like in 2060?) But there is at least one thing I will never alter in my personal life and in my work: loyalty to my values and authenticity.
[* taking into account the extension of retirement age!]
Per her request, Melanie can be reached via email