Hotel Pro Offers Five Considerations For Hiring PR Agency

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In today’s tight and highly competitive market, cutting – or eliminating – public relations expenses are exactly the wrong approach for hotelier to take, suggests Charlotte Novom, a veteran public relations and marketing consultant in a column now appearing online in Hotel News Now.

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First, and foremost, she advises senior managers to take stock of their internal situation. This requires doing some “internal soul-searching” and being “willing to do a realistic SWOT appraisal of your organization.

In today’s tight and highly competitive market, cutting – or eliminating – public relations expenses are exactly the wrong approach for hotelier to take, suggests Charlotte Novom, a veteran public relations and marketing consultant in a column now appearing online in Hotel News Now.

Novom, who is principal of Novom Marketing, Inc. (http://www.novom.com), a hospitality marketing and public relations consultancy established in 1993, presents five key considerations for hoteliers to consider when seeking the services of a PR agency. First, and foremost, she advises senior managers to take stock of their internal situation. This requires doing some “internal soul-searching” and being “willing to do a realistic SWOT appraisal of your organization.”

She adds that hoteliers need to fully articulate the PR services they need. For instance, she asks: “Is it straight-forward media relations that is needed? Or is it a hybrid of services – a more strategic and integrated approach – that includes media relations, cross-brand promotions, events and event management, crisis management, etc.?”

Other considerations include how an external PR agency can become a valuable partner; suggestions for evaluating an agency, ways to measure results beyond pure statistics, and thinking strategically about budgeting for PR services.

Novom has a strong international background and has held key sales and marketing positions at the Westin Century Plaza Hotel; The Plaza Hotel, New York; and The Peninsula Hotel, Beverly Hills. Among her firm’s current public relations clients are the Four Seasons Resort Maui at Wailea, L’Auberge de Sedona, Pueblo Bonito Oceanfront Resorts of Mexico and the Egyptian Tourist Authority.

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