News for the Hospitality Executive
When Your Hotel Becomes the News!
Effectively Interacting with the Media
by Dr. John Hogan, April 26, 2010
About six months ago, I authored a column in this publication titled: Recognizing the many ways to reach and influence potential guests. The article generated strong reader interest, which prompted me to follow it with a related topic that continues to grow in significance, as global communication shares information at lightening speeds.
Effectively Interacting with the Media
In the first column, I referenced the late Skip Boyer, a wonderful speech
writer, author and story teller, who used those skills to share a straightforward
and entertaining story explaining the differences between the various forms
of marketing. In the course of less than ten minutes, Skip
would deliver a concise and clear presentation on "publicity", “public
relations”, “advertising”, “promotion”, and “salesmanship”.
A major objective of hotel owners, managers and sales professionals is to profitably provide hospitality services to as many guests as possible. Recognizing the differences in the various components of the sales and marketing efforts will undoubtedly make that service provider more focused on net results, guest satisfaction and profitability, rather than on headlines. As a professional who is involved with service as an expert witness, I can assure readers that advance planning, preparedness and responsiveness of hoteliers can play a role in litigation.
There are many times in this global economy when our hotel or hospitality business might become the news, rather than be featured in it and that realization is the reason behind this column. The following five major points are offered as a primer for positive contact and professional relations with the media.
1. Understand the Media
We have been led to believe that much of the media is like the “paparazzi” , searching for sensational stories and photographs. In reality, most of the media are hard-working, focused professionals completing their assignments on regular every day stories. The stronger the relationships, the more likely that coverage of any and all stories will be fair and reasonable.
Proactive steps for hoteliers to take include:
The range and kind of potential media opportunities depend on the size of the community, the types of competition the media faces and the interests of the overall area. These can include:
3. Building Relationships
Relationships with the media need to be ongoing and two-way in structure.
People literally are born, live and die in hotels. There can be many crises, such as fire, accidental death, food poisoning, criminal activitiy, drowning, physical assaults and more.
Rule #1 Have a Crisis Plan on dealing with “bad news”
What is the state of your crisis plan today?
KEYS TO SUCCESS is the umbrella title for my new 2010 programs, hospitality services and columns. This year’s writings will focus on a wide variety of topics for hotel owners, managers and professionals including both my "HOW TO" articles and HOSPITALITY CONVERSATIONS. My segments Lessons from the Field, Hotel Common Sense and Principles for Success will be featured at appropriate times in the year as well.
Feel free to share an idea for a column at email@example.com anytime or contact me regarding consulting, customized workshops, speaking engagements ………….
And remember – we all need a regular dose of common sense.
Autographed copies of LESSONS FROM THE FIELD – a COMMON SENSE APPROACH TO EFFECTIVE HOTEL SALES are available from THE ROOMS CHRONICLE www.roomschronicle.com, www.smartbizzonline.com and other industry sources.
All rights reserved by John Hogan and this column may be included in an upcoming book on hotel management. The opinions expressed in this article are those of the author and do not necessarily reflect the views of this publication
John Hogan is a successful hospitality executive, educator, author and
consultant and is a frequent keynote speaker and seminar leader at many
hospitality industry events. http://www.linkedin.com/in/drjohnhoganchache.
Dr. John Hogan, CHA MHS CHE
|Also See:||Hotel Common Sense - Recognizing the Many Ways to Reach and Influence Potential Guests / Dr John Hogan / October 2009|
|Where Is Your Desk? - In the Lobby… Where it's Been Since 1991 / John Hogan & Richard Harris / March 2010|
|Keys to Success - A Fresh Look at the 4 Ps of Marketing or An Unlikely Salute to Collin Raye / Dr John Hogan / March 2010|
|Hospitality Conversations: Property Improvement Plans or PIPS / Dr John Hogan / March 2010|
|Managing the Intricate Challenge of Today's Hospitality Leadership / Dr John Hogan / March 2010|
|Hospitality Conversations: Selling Your Hotel In a Sluggish Economy / Dr. John Hogan / February 2010|