1、Public Relations ManualPAGE 1 Contents PAGEINTRODUCTION What is Public Relations? 2SUMMARY OF PR ELEMENTS 3THE MEDIA Understanding the media 5 Identifying the media 6 Who to contact 7 Media deadlines 8 Getting the most from the media 9PR TOOLS How to write a press release 10 Format 12 Press release
2、templates 13 Press kit 14 Photography 15 Photo captioning 16PR PLANNING Developing your PR programme 17NOTES 20PAGE 2 WHAT IS PUBLIC RELATIONS?Public Relations is anything and everything done to createa positive environment to get your message through to the public. It is one of the most inexpensive
3、, yet effective,communications tools to create and maintain a positivepublic image for your hotel. Strong Public Relations programmes can assist in: Generating media coverage Creating community goodwill Driving sales Improving a hotels visibility Decreasing unfavourable publicity Improving employee
4、moraleIt is very effective to combine Marketing and Public Relations into what we call integrated marketing communications. When integrated within your marketing mix, PR will: Enhance the credibility of the marketing message by the use of editorial, third party endorsement. Allow communications with
5、 special audiences e.g. culture, lifestyle, geographic location or demographics. Provide multiple and unique communication channels/media vehicles. Add depth of information concerning the company products/services for the target audience. Foster goodwill with the hotel/companys target audience. Exte
6、nd the reach of the hotels marketing communication in the most cost efficient manner.The Institute of Public Relations defines PR as: “The planned and sustained effort to establish andmaintain goodwill andmutual understanding between an organisationand its publics.”IntroductionPAGE 3MEDIA RELATIONS
7、- Media relations involves workingwith the gatekeepers individuals who control print and broadcast information channels. Publicity, or mediacoverage, is often a result of media relations efforts that are designed to build a favourable image and understanding of the Company. In its most simplistic fo
8、rm, media relations is sending out a press release to local media about a special promotion, new service, or personnel announcement.INTERNAL RELATIONS - Employee or internal relations involves informing and motivating your employees and their families and responding to their concerns. Internal publi
9、c relations can help strengthen both morale and loyalty and,in turn, promotes better customer service.ISSUES MANAGEMENT - Issues management involvesfollowing trends and using proactive communications to address public concerns or interests. By following thenews you will be in a position to provide k
10、ey counsel to topmanagement at your property about consumer trends that your property can benefit from, or highlight, a potential crisis.INDUSTRY RELATIONS - Industry relations is anotherfunction of public relations that involves communicatingwith other organisations or competitors in your business
11、about issues, consumer trends, legislative actions, economic changes, new products or services, that effect the industryas a whole. Summary of Public Relations ElementsPAGE 4LOCAL GOVERNMENT - Public affairs impactsupon, and often shapes, public policy. Public affairs can help you inform local offic
12、ials about how legisla-tive or administrative actions impact your property. For example, you may work with your local council to shape ordinances favourable to your propertysinterest and its services, or you might join with your industry peers to discourage unfavourable laws.Politicians and councill
13、ors are extremely influential in the local business community, therefore maintaining positive relations with them is essential. Regular and clear communication is the best way to developrelationships at this level. CUSTOMER RELATIONS - Customers are unableto try a hotel product before making a reser
14、vation or eating a meal. They therefore listen to the opinionsof friends, business associates and knowledgeable professionals, such as travel agents and journalistsin newspaper articles, radio, television programmes and websites.COMMUNITY RELATIONS - Successful community relations fosters an attitud
15、e with all residents that the hotel is a good corporate citizen and builds goodwill for the properties in its neighbourhood. It is therefore extremely important to take an active role in the local community to maintain, enhance and generate local business. PAGE 5The media is the most effective way o
16、f reaching all of your audiences in masses through mediums such as newspapers,magazines, television, radio, Internet etc.IDENTIFY YOUR LOCAL MEDIA - It is essential to get to know the editors and reporters of your local newspapers,television and radio stations, travel writers, lifestylemagazines, we
17、bsite managers etc. A good relationship can enhance media coverage of your hotel and therefore drive business. These relationships must be developed andmaintained on a regular basis to be effective.BECOME FAMILIAR wITH wHAT THE MEDIA COVERS - Subscribe to as many of your target publications as you c
18、an and review them regularly. This way, you will understand what is news to each of them. There are many columnsand special sections that may be perfect for your news.DEVELOP A MEDIA LIST - A media list is an evolving andever-changing list of journalists and producers who havecovered or are likely t
19、o cover news about your hotel. Keep your list current and up-to-date as you learn about new media outlets, changes in staff at newspapers, new formats at radio stations etc. INDIVIDUALLY INVITE THE LOCAL MEDIA TO YOUR HOTEL - Do not try to hard-sell them on a particular story idea at this time, inst
20、ead, make the occasion relaxed yet informative. It is likely that you will receive the occasional enquiry once initial contact has been made. It is vital thatany enquiries are dealt with promptly and honestly in orderto meet their deadlines. Maintaining successful relations with journalists requires
21、 careful nurturing based on trust, integrity, enthusiasm and respect for their work. The Media UNDERSTANDING THE MEDIAPAGE 6CONSUMER PRESS - Daily, weekly and monthlynewspapers and magazines that report news to the general public are referred to as consumer media. Readership of consumer press is div
22、erse, offering a variety of editorial content. TRADE PRESS - Trade publications specialise in newsconcerning one specific industry, and are written forexecutives within that industry. In the hotel business, there are four main categories of trade publications: lodging, travel, restaurant and meeting
23、 trades. Special packages, property renovations, personnel announcements, and awards are all examples of newsworthy story ideas for the trade press. BROADCAST MEDIA - Broadcast media consists oftelevision, cable television, satellite television, and radiostations that have local or national outlets.
24、 ONLINE MEDIA - As the Internet grows, so do the number of online media outlets. As with the traditional press, online media encompasses both consumer and trade websites. Most consumer and trade publications now have their own websites. In addition, many consumers regularly search online travel site
25、s to find exciting vacation destinations,or to hunt for travel bargains and special packages.The Media IDENTIFYING THE MEDIAPAGE 7 WHO TO CONTACTPUBLISHER - Organises the financial and organisational side of a newspaper/magazine etc. Generally, they have no direct involvement in the news content of
26、the publication. EDITOR (OR PRODUCER IN TV/RADIO) - Makes all the decisions about editorial style and oversees the content.They are also in charge of where the advertising appearsand the whole appearance of the newspaper.FEATURES EDITOR - In charge of all the different editorial features within a pu
27、blication. Very useful if you are consider-ing writing an article rather than broadcasting hard news.NEwS DESk - A journalist on the news desk is a keycontact to talk to about real news items, which are timesensitive. If your story relates to travel, food and wine, staff appointments etc, you will n
28、eed to contact the relevantspecialist journalist who very often might write a weeklyfeature on one of these topics. PICTURE DESk - The picture editor will decide which events are photographed. The picture desk is responsible for all the photography taken for the paper.FORwARD PLANNING DESk - The key
29、 contact to talk to about news, events, filming opportunities etc for local TV news programmes.The MediaPAGE 8 MEDIA DEADLINESRemember that most news outlets want breaking newsstories. Give them your information when its fresh and your chances of coverage will be increased substantially.As you build
30、 your media list, ask about deadlines. Generally, deadlines for news follow this pattern.MORNING NEwSPAPERS - 2 or 3pm the afternoon before.EVENING NEwSPAPERS - Early morning on day of issue.wEEkLY NEwSPAPERS - 3 days before the issue date.MAGAzINES (MONTHLY) - 6 / 8 months before publication.RADIO
31、STATIONS - Depends on the story, but day of is usually acceptable for breakfast news, several days in advance for notice of public events.TELEVISION STATIONS - Day of for breaking news,several days in advance for public announcements, usually by 10am to make 6pm news.The MediaPAGE 9DOS AND DONTS IN
32、DEALING wITH REPORTERSMost of the time when an organisation fails to generatepublicity it is because the company has failed to give reporters what they want.DO NOT: Offer them stale news or hackneyed story ideas. Call them when they are on deadline. Persist if a story is rejected. Pressure them to c
33、over a story by going over their head. Mention how much advertising your have placed with them.ON THE OTHER HAND BE SURE TO: Contact the right reporter or writer at an appropriate publication or broadcast programme. Respond quickly to their requests for additional information or interviews; and Be p
34、repared to answer questions and discuss issues in depth once you have piqued their interest. HOW TO WRITE A PRESS RELEASEPresent the media with angles for stories that are newsworthy, fresh and, when appropri-ate, fun. Turn a rou-tine story into a fea-ture story. Humanise and personalise a local sto
35、ry. Localise a national trend story, announce a special service awardsprogramme or sponsor an educational session for the community.The Media GETTING THE MOST FROM THE MEDIAPAGE 10Journalists are inundated with press releases every day, so to ensure standout, it must be newsworthy and well written.
36、Keep in mind that you have only got a fewseconds to capture an editors attention, while they quickly scan your release to determine its news value. Press releases should look and read as they would appearin a newspaper or magazine. It must follow a certain format and contain no errors of fact, gramm
37、ar or spelling. A mistake can ruin your hotels and the companys credibility.Below are some general guidelines to help you with the style and format of your press releases. REMEMBER THE FIVE ws The basis of every news story is always: Who, What, When, Where, and Why. These are the heart of your press
38、 release, and they should be spelled out as soon as possible, either in the lead (first paragraph),or soon after.DETAILS, DETAILS - While your lead paragraph shouldoutline the facts, succeeding paragraphs should provideadditional details in descending order of importance. MAkE IT EASY - Include as m
39、any facts relevant to the story as possible. Editors are constantly facing deadlines, so your job is to make their job easy. They shouldnt have to hunt down all the facts in your release, or call you becauseimportant, basic information is missing. FIND THE ANGLE - Every story has more than one appro
40、ach or angle. Your job is to determine the mostappropriate, newsworthy angle that will generate interest. PR ToolsPAGE 11kEEP IT SIMPLE - Your press release should be wellwritten, but short, no longer than two pages. Sentences should be short. Paragraphs should also be kept short,usually no longer t
41、han four sentences.DONT ExAGGERATE - Nothing turns an editor off more quickly than the use of lots of adjectives such as wonderful and marvellous. Overuse of adjectives is the first things that will be cut. Editors just want the facts, so relate them simply without overstating them. PROOF-READ AND P
42、ROOF-READ AGAIN Alwaysproof-read your release more than once for spelling, correct titles etc. If possible, have someone else proof-read the release as well it is easy to overlook small mistakes. QUOTES quoting hotel employees can add weight and interest to your release - but only if the quotes real
43、ly say something. CITE YOUR SOURCES - Dont make absolute claimswithout citing the source of the information that you planto include in the release. Attribution can be given in thesentence where the fact or claim appears, or as a footnoteat the bottom of the page.SPECTACULAR NEw LUxURY SUITESAT INTER
44、CONTINENTAL CARLTON CANNESInterContinental Carlton Cannes in the south of France is adding sevenprestigious new suites, scheduled to be unveiled this summer. The suiteswill be built on the top floor of the hotel and feature superb terraces,giving stunning panoramic views across the Bay of Cannes.Eac
45、h suite will be lavished with materials of the highest quality, beautyand refinement. Iroko hardwood floor, wood-panelling and soft silk fabricswill accompany classic furnishings with suede and leather trim. Thebathrooms will exude pure luxury using a stunning combination of glass andmosaic marble.
46、All rooms will have state of the art technology including aplasma screen, home cinema, cable and satellite TV, DVD-player andhigh-speed internet access.Designed by renowned French interior designer, Nicolas Papamiltiades, thespirit of the decoration echoes the famous style of the French Riviera inth
47、e fifties. This design was prompted by the hotels heritage, playing hostto many of Hollywoods greatest names such as Orson Welles, Rita Hayworthand Elizabeth Taylor.A spectacular renovation programme for the hotel building and itsguest-rooms commenced in June 2000 including the restoration of the fa
48、adeunder the Btiments de France, (the French equivalent to UK body, EnglishHeritage). InterContinental Carlton Cannes has benefited from a share of the$1 billion spend committed over five years to bring flagshipInterContinental properties around the world back to their former glory.InterContinental
49、Carlton Cannes has 337 rooms, including 34 suites. In theheart of the Cannes, it is arguably the towns most prestigious hotel,hosting dignitaries since it opened in 1912. With visits from worldrenowned music artists to award winning movie stars, InterContinentalCarlton Cannes is the only place to be
50、 and be seen. THE PLACE TO BE IN THE CITY THE NEw CROwNE PLAzAThe newly opened Crowne Plaza London - The City is situated seconds from the Thames opposite Blackfriars Station, making it ideally placed for both the City and the West End.The seven-storey building offers 203 bedrooms, including 44 of t
