Archive for the ‘Top Accommodations’ Category
Thursday, January 21st, 2010
Ah, yes, my quest to examine why PR people are generally considered hacks and flacks and trying to shift that perception continues into 2010!
Sometimes I am asked what makes a PR person good. As in, really, really good? The truth is, I’m still trying to figure that out myself. I can, however, spot the difference between PR people who have a sales personality and don’t have a clue about messaging, and those who can write razon sharp pitches that end up fantastic placements. PR is a process that requires true skill.
The guru wears the smile and shakes hands and talks, talks, talks your head off about their client whether or not the reporter cares. Gurus go to nearly every event there is just to make their presence known. They have mastered the art of working a room like you don’t believe and as soon as they are done bombarding guests about their clients of the month, they are out! Don’t get me wrong, there is value in that form of PR and working a room is certainly a skill. Their personality comes out in the writing, overusing those poor exclamation points, and choosing words that offer an unnecessary sense of tremendous urgency in the pitch.
Pros are more reserved and choose carefully which events to attend, and strategically think through the message. If attending events, they are not concerned as much with the message, because they are already strong writers (a skill which many gurus lack). They are preoccupied with how to communicate the message so it has impact. This earns them source credibility because they truly value their relationships with the press. In fact, there’s tremendous psychology involved within PR, and pros understand that. Most importantly, pros’ powerful writing skills create newsworthy stories.
So, where gurus master the art of presence, pros have mastered the art of anticipation.
There’s a lot to argue here, but it boils down to developing the right skill set that will influence trends and subsequently news cycles: Good PR people know when to pitch and how to answer media questions well. Great PR people have already anticipated those questions, so reporters don’t even have to ask.
Gurus fit in somewhere, too, I guess. Actually, I don’t like the word guru at all.
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Tags: ethics in pr, hacks and flacks, pr gurus, pr misconceptions, pr myths, pr professionals, pr skills, pr writing, public relations strategic function, spinning and pr
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | No Comments »
Friday, January 15th, 2010
I seized the opportunity and started working for myself around this time in 2005. Five years later, I’m happy to be practicing in a field I believe in, and specialize in an industry that is dear to my heart. I feel lucky to have supportive colleagues, clients, friends and family, who have stuck by me through the challenging cycles of business. The experience I have gained the past years is invaluable; especially now with the changing media environment, and how it affects the PR process.
Five years later, I find that staying true to yourself in business, and, in life, for that matter, is the most challenging and rewarding process of all.
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Tags: didi lutz pr, hospitality pr, public relations
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 2 Comments »
Wednesday, January 13th, 2010
Hmmm… I somewhat disagree with Joel Stein’s article in TIME, and I generally enjoy reading his columns (TIME remains one of the few pubs I just refuse to read online).
While I agree that we’re not always eager to look at each other when we talk on the phone, I have found that Skype has remarkable call quality and you easily have the option not to video call. You can just IM if you want. Or just talk as you are working. With Skype, you have distinct communication options that allow for much discretion. I use Skype to talk to clients and reporters, but mainly I love to use it when I talk to my friends and family in Europe. For FREE! Hello? And I can see them if I want to.
I don’t think you can beat that by washing dishes when you talk on a regular phone just to save some time. It depends how you use Skype, and how you understand its dynamic. The article also raises the big question: why are we so innovative with communication technology, if in the end all we do is avoid direct communication as much as possible?
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Tags: joel stein, skype, skype and pr, TIME, video calls, videoconferencing
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 2 Comments »
Wednesday, January 13th, 2010
With print in crisis, small online newspapers have become increasingly popular in the past couple of years and the trend keeps growing. Since most small online outlets don’t charge for subscriptions (unlike some large ones… I did shell out $100 for my annual Wall Street Journal access), as a PR professional it makes sense to understand the dynamic of boutique media outlets, follow their content and find a way to work with the editors.
The beauty on online newspapers+radio is that you achieve global reach with very short lead times. I just had the best experience; a good friend of mine and her husband have begun an online newspaper in Greece named ProtiEkdosi, which draws informational content from breaking news to lifestyle and travel. It also has a radio program. Within hours I was able to contact them and let them know of a special hotel package I am working on for Valentine’s Day! Friend them on Facebook at ProtiEkdosi.gr
Online newspapers and radio just like Proti Ekdosi and Enimerosi radio are growing and from a PR perspective it is important to include them in pitches, and press lists.
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Tags: greek online news, online newspapers, PR and online newspapers, web media
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 1 Comment »
Friday, January 8th, 2010
I’ve been on Twitter for about a year now. There are still things I’d love to change about it, but there are some things I like about it, and one of them is its immediacy.
If there’s one thing about Twitter it is an impersonal social network. It’s actually better to share tweets and follow people you don’t know, rather than your friends on Facebook. There’s something about sharing news and tidbits with people who are interested in a conversation or topic.
So when someone follows you on Twitter, do you turn on the auto welcome response or not? I get those “thanks for the follow, we look forward to your tweets” all the time. I generally don’t mind those as much as other DM messages that self-promote garbage links and things I never asked for. But, just because Twitter is impersonal, isn’t it up to us to approach our network and value it from the start?
While I haven’t begun sending personalized thank you DMs to each of my new followers, I think it’s worth it to find the time and do it. If you can’t send a quick and personalized welcome that basically appreciates the follow, then don’t bother with auto responses. I’ve actually read some people automatically unfollow those who send general DMs like that.
Hotels: I would absolutely recommend sending a welcome message to your followers and make it personal. If you want to go the extra step, as we are doing at the Hotel Heritage for a limited time, we’re offering a comp drink at the bar for new followers. Whatever you do as a welcome response, personalize those 140 characters.
And perhaps someday Twitter might become less impersonal.
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Tags: Hotels and Twitter, twitter and dms, twitter auto response, twitter welcome response, unfollow
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 1 Comment »
Saturday, December 26th, 2009
I came across this very interesting article on BusinessWeek, and it brings up a good point about social media’s popularity. Overhype of the importance of Twitter and Facebook accounts, along with the self-proclaimed gurus out there who act like “snake oil salesmen,” to quote the article’s reference.
With so much instantaneous information on Twitter and Facebook, traditional marketing can suffer… promotions within the same company can collide, communication withing a company’s employees breaks down, and I think we’re in the process of bursting the bubble of too much information. There was a cool Duran Duran song years ago about the media exploding with info overload, and with social media, we’re certainly reaching that point.
Social media also affect productivity of traditional 9-5 workers, who log on several times a day. Some companies encourage social media as part of the job, but the lines are blurring as to what is part of a job’s scope, and what isn’t.
While my motto is that all good things are best in moderation, with Twitter and Facebook I have seen probably so many PR/Marketing/Communications/Advertising professionals with their main credential being their ability to Tweet amazingly fast, and their ability to have thousands of followers and several hundreds of fans on FB. However, I hardly find good information through their tweets and their fan pages, plus I can’t find published articles or case studies, so I can’t help but question their “expertise.”
Who benefits from social media, and how are we contributing to a better society in the process? Is the social media hype just breeding conceited wannabe professionals?
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Tags: businessweek, marketing and social media, pr and social media, self-proclaimed experts, social media hype, twitter and facebook friends
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 1 Comment »
Friday, December 18th, 2009
Take your pick: Small Luxury Hotels of the World, Preferred Hotels, Luxury Hotels of the World, Relais & Chateaux, Conde Nast Johansens and more. There are several prestigious collections of properties that are designed to fit your hotel’s needs.
Is the expensive membership worth it from a PR perspective? I vote yes only when you have done your research as to which hotel family will yield the most benefits. It’s easy to fall into a box or category, but important to maintain the unique characteristics that make your hotel stand out. Generally, most hotel collections require a set of standards to be met by your property. Even if you meet them, sometimes down the road you might find that joining it wasn’t the right fit, and your membership did not yield the expected benefits. In other cases, you might choose to spend the time to shop around until you find the right hotel collection.
From a PR standpoint, the branding acquired by joining a hotel collection membership can help with recruting additional press inquiries, tours, and other media initiatives.
Remember, it is also up to you to get the benefits by joining a hotel family, so make sure you do your share of announcements and marketing about your membership to print/web/social media and guests, too. It is important for you to do your share of the work in order to get the word out to the right audience.
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Tags: boutique hotel pr, hotel collections, hotel marketing, hotel pr, luxury hotel pr, relais & chateaux, SLH
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 1 Comment »
Monday, December 14th, 2009
With the new retweet button on Twitter, I’ve noticed more and more messages going viral, and starting even conversations. By just clicking on retweet, an updated is immediately viewed by all your followers.
For PR purposes, this is a helpful tool to share good quality information. However, adding a brief comment to the tweet that helps your communication fit your followers is very effective. Also remember when you retweet, it eats up some additional characters, so you need to adjust as needed to avoid sending a poor tweet.
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Tags: 140 characters, new twitter button, retweet, retweet feature, retweet to your followers, twitter and PR
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | No Comments »
Tuesday, December 8th, 2009
Prevalent in the news is the topic of luxury, how it was defined just two or three years ago, and if it was just a fad of the early/mid 2000’s. As we enter a new decade, with many lessons learned through the downturn, and a hope for a gradual yet steady economic recovery, I wonder how luxury will be redefined.
As a hospitality communications professional, I find that luxury is in the memories we create when traveling, and not so much in the amount of money we spend. In 2004, for instance, hotels were all about comfort and pampering and ridiculous excess packages that left guests with a hefty bill at the end of a long celebrated weekend.
Do guests miss that excess now that they can’t afford it? Should it be redefined as the trend shifts with the economy? How will hotels adapt to the changing dynamic of luxury? Somehow, even in affluence, all things in moderation make sense now.
Somehow, I think in terms of hotel experiences that personalization, genuine service and thoughtfulness will go much further in offering luxury rather than over-the-top excess that can be viewed as fake and impersonal by guests.
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Tags: economic recovery and hotels, hotel pr, hotels and excess, luxury travel, personalization and service in hotels, redefining luxury
Posted in European Destinations, Hospitality, Integrated Marketing Communications, Media Relations, PR, Top Accommodations, social media | 1 Comment »
Wednesday, December 2nd, 2009
Interesting article in the New York Times over the weekend, exploring how hotels are coming up with ways to brand themselves through guest loyalty programs. A clever solution in these times, as hotels are starting to think outside the box to survive 2010.
Is the loyalty program for branding, to build business, or maintain business? Hopefully, it is creative and rewarding enough to do all of these, because hotels who serve the business traveler in particular will need it.
Choosing the right guests to introduce the loyalty program is another story. Questions to ask often include: What do my highest paying guests want? Who is the hotel trying to attract? Who is likely to return and stay? Who is worth earning loyalty from?
Starwood, Intercontinental, Hyatt and Kimpton seem to find that loyalty programs are the way to go as the industry is still in a slump. Slashing rates is a no-no in 2010, so hotels will continue to throw in more amenities, and strive to personalize service in order to earn loyalty and repeat guests, especially with business travelers. As business travelers are overall not very brand loyal, the economic downturn has presented a unique opportunity to explore this market segment, and shift its dynamic when it comes to booking a hotel. This sounds logical as new, exciting loyalty programs sprout.
If you ask me, these loyalty programs must be outstanding to beat out competitors. With business travel, traditionally at least, rate has usually been the deciding factor for a booking. However, as most business travelers miss some luxuries in this economy, using loyalty points for upgrades and free breakfasts when applicable, is certainly a reason to be part of the program.
At the end of 2010, it will be really interesting to see how these programs have worked, and if indeed they have been able to succeed in maintaining a loyal guest base.
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Tags: hospitality pr, hotel branding, hotel points, hyatt loyalty program, kimpton, loyalty points, loyalty programs, new york times travel, starwood preferred
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