JAMAICAN SMALL HOTELIERS URGE TO ESTABLISH A PUBLIC RELATIONS GAME PLAN

Kingston, Jamaica, July 9, 2002 - If only most of Jamaicas small hoteliers knew, or accept the fact that one of the most effective tactics in their marketing arsenal is a public relations game plan, then they wouldnt have to be complaining so often that their larger counterparts, especially the all-inclusives, were employing unfair tactics to deprive them of business.

Kingston, Jamaica, July 9, 2002 - If only most of Jamaicas small hoteliers knew, or accept the fact that one of the most effective tactics in their marketing arsenal is a public relations game plan, then they wouldnt have to be complaining so often that their larger counterparts, especially the all-inclusives, were employing unfair tactics to deprive them of business.
That is the view of leading local tourism/travel industry public relations practitioner, Delroy A. Whyte-Hall, head of WHYTE-HALL COMMUNICATIONS NETWORK (W-HCN), whytehalld@yahoo.co.uk, a highly competitive tourism/travel industry public relations firm, which has a network of strategic alliances, specializes in tourism and entertainment public relations and media relations, news-and-special-event photography, and is dedicated to its mission of providing stellar results, without fluff. He was responding to a recent report in the local media from small hoteliers, particularly in Negril - the 'capital of casual - who were complaining that they were loosing business to the larger hoteliers, and have so accused them of employing unfair business practices, namely the reduction of prices to attract clients, namely Spring Breakers -- the small hoteliers bread-and-butter clientele.
Why they are hesitant to utilize public relations as a marketing tool," said Whyte-Hall, seems a mystery; as in terms of efficiency and affordability, public relations is one of the best communications weapons available to any business."
In dealing with their perceived problems, Mr. Whyte-Hall recommends that these industry players get together and form a public relations steering committee of small hoteliers, and as many other stakeholders as feasible. Such a group, he says, must possess the resources it needs to educate itself about the public relations function, form public relations goals and objectives, plan strategies, and be accountable to its leadership. However, before such a committee implements any public relations strategies, the PR specialist suggests that it should do some homework:
·   Review the literature. (An excellent resource is the Public Relations Society of Jamaica (PRSJ), which has books, periodicals, case studies, etc.)
·   Read about what other hoteliers - local, national or international - are doing. (A global search on the Internet or at sites www.prweb.com, www.prnewswire.com, http://www.internetnewsbureau.com, http://www.twcrossroads.com, etc. would help)
·   Visit hotels known to have a good public relations programme. (Larger hotels often have a dedicated public relations professional with a title like "Director of Communications, Public Relations Director or "Community Relations Manager." Ask your industry association -- Jamaica Hotel & Tourist Association (JHTA), Caribbean Hotel Association (CHA), or Jamaica Tourist Board (JTB) media relations department to point you toward successful hotels you can visit and learn from).
Failing that, these small hoteliers should are urged to consider contracting the services of a professional public relations professional or agency that best serves their interests.
Good PR is strong and focused, and an effective method of communication. Good PR is a state of mind - an attitude. You must believe in it, and apply it with discipline and determination. PR is a marketing weapon that expands over time. One-shot efforts are a waste of time and money, Mr. Whyte-Hall concluded.
WHYTE-HALL COMMUNICATIONS NETWORK is a highly competitive tourism/travel industry public relations firm, which has a network of strategic alliances, specializes in tourism and entertainment public relations and media relations, news-and-special-event photography, and is dedicated to its mission of providing stellar results, without fluff. WHYTE-HALL COMMUNICATIONS NETWORK mailing address is P.O. Box 8215, C.S.O., Kingston, Jamaica, W.I.. Email can be sent whytehalld@yahoo.co.uk The telephone numbers are (876) 382-9512 and (876) 997-2024.

For further information, contact:
Delroy A. Whyte-Hall
Phones: (876) 382-9512 and (876) 997-2024
E-mail: whytehalld@yahoo.co.uk

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