This document discusses public relations in the hotel industry. It begins with introducing theories related to communication and PR, including the communication process model, communication accommodation theory, and excellence theory. It then provides examples of PR campaigns in hotels, such as the Trolls on the Loose campaign by Park Inn and the Anti-aGin campaign by Warner Leisure Hotels. These campaigns used convergence strategies and partnerships. The document concludes by critiquing the theories and models discussed in relation to the case studies.
Training and development in hospitality sector(hotel industry)Yutika Sonawane
The document discusses the hotel industry in India. It notes that the history of hotels in India dates back many years. The first western-style hotel was opened in 1840 in Mumbai. In the 20th century, many star-rated hotel chains were established. Recently, the hotel industry has boomed due to reduced airfares and increased tourism. However, a lack of trained staff is a key limitation for growth. The document then outlines different training methods used by hotels, both on-the-job and off-the-job, and provides some examples of specific hotel training programs.
Customer Satisfaction in Hospitality IndustrySoteris Kefalas
Abstract
Satisfying the customer is a never--ending process. The aim of satisfying customers is to retain them, as customer retention directly reflects on the hospitality industry’s profit. Though most businesses have a good coordination between customer satisfaction and customer retention, the rate of retention may be influenced by high market competition, lack of differentiation among services/products, lack of interest among customers about that service-/-product and lack of involvement among customers about that service/product. Thus, going beyond customer satisfaction leads to high customer retention, otherwise called customer loyalty.
The success of every organization is underscored by the satisfaction of its customers. This is especially true in the hospitality sector where the success of a company is dependent on its ability to meet its customers’ needs and expectations. This entails that all staff, to avoid trouble-causing potentials, must be well trained in areas where performance has a possibility of falling below expectations. To sustain progress in the hospitality sector, satisfying the customer in all respects must be the prime and essential focus of management. Based on a review of the literature on customer satisfaction, study discusses and examines its benefits in the hospitality industry, factors that influence customer satisfaction, major considerations for improving customer satisfaction and strategies for improved customer satisfaction. Moreover, using Kano’s model of customer satisfaction, the study examines in detail how attributes of customer satisfaction can be divided into three categories: threshold, performance and excitement attributes. These attributes play an important role in encouraging customer satisfaction and loyalty, thereby ensuring the long-term success of a business in the hospitality sector.
Key Words: customers, customer satisfaction, customer loyalty, quality service, Kano’s model, threshold, performance and excitement attributes
AIHT offers best education in the field of Hospitality. The presentation on "Guest Service in Hotel Industry" includes topics such as communicating effectively with customers and maintaining customer service standards.
Marketing in Travel & Tourism: Using the Promotional MixKaren Houston
Integrated marketing communications (IMC) strategies aim to deliver clear, consistent messaging across all communication channels. IMC involves carefully coordinating advertising, public relations, websites, and other promotional tools. The goal is to ensure customers receive the same brand messages whenever they interact with the organization. While advertising remains important, the internet is now central to most tourism business's marketing. IMC requires integrating objectives, messages, and branding across all promotional activities to present a unified marketing strategy.
This document provides an analysis of the hospitality industry in India. It begins with an overview of the history and growth of the hospitality industry in India. It then categorizes players in the industry based on location, size, level of service, length of stay, theme, target market, and room types. Specific Indian companies like ITC, EIH, IHCL, and OYO are analyzed. Tools like PESTAL, SWOT, Porter's Five Forces, and value chain analyses are applied to the hotel industry. Challenges faced by hotels and frameworks like BCG matrix and McKinsey matrix are discussed. The document concludes with references.
INTRODUCTION TO FRONT OFFICE:
the basics, such as the personnel under the front office department, their duties and responsibilities. and etc. SEE FOR YOURSELF.
Role of Social Media in Tourism in the most easy Language possible in basic English.
Hope Everyone gets to know the content meaning and can understand the roles well.
Training and development in hospitality sector(hotel industry)Yutika Sonawane
The document discusses the hotel industry in India. It notes that the history of hotels in India dates back many years. The first western-style hotel was opened in 1840 in Mumbai. In the 20th century, many star-rated hotel chains were established. Recently, the hotel industry has boomed due to reduced airfares and increased tourism. However, a lack of trained staff is a key limitation for growth. The document then outlines different training methods used by hotels, both on-the-job and off-the-job, and provides some examples of specific hotel training programs.
Customer Satisfaction in Hospitality IndustrySoteris Kefalas
Abstract
Satisfying the customer is a never--ending process. The aim of satisfying customers is to retain them, as customer retention directly reflects on the hospitality industry’s profit. Though most businesses have a good coordination between customer satisfaction and customer retention, the rate of retention may be influenced by high market competition, lack of differentiation among services/products, lack of interest among customers about that service-/-product and lack of involvement among customers about that service/product. Thus, going beyond customer satisfaction leads to high customer retention, otherwise called customer loyalty.
The success of every organization is underscored by the satisfaction of its customers. This is especially true in the hospitality sector where the success of a company is dependent on its ability to meet its customers’ needs and expectations. This entails that all staff, to avoid trouble-causing potentials, must be well trained in areas where performance has a possibility of falling below expectations. To sustain progress in the hospitality sector, satisfying the customer in all respects must be the prime and essential focus of management. Based on a review of the literature on customer satisfaction, study discusses and examines its benefits in the hospitality industry, factors that influence customer satisfaction, major considerations for improving customer satisfaction and strategies for improved customer satisfaction. Moreover, using Kano’s model of customer satisfaction, the study examines in detail how attributes of customer satisfaction can be divided into three categories: threshold, performance and excitement attributes. These attributes play an important role in encouraging customer satisfaction and loyalty, thereby ensuring the long-term success of a business in the hospitality sector.
Key Words: customers, customer satisfaction, customer loyalty, quality service, Kano’s model, threshold, performance and excitement attributes
AIHT offers best education in the field of Hospitality. The presentation on "Guest Service in Hotel Industry" includes topics such as communicating effectively with customers and maintaining customer service standards.
Marketing in Travel & Tourism: Using the Promotional MixKaren Houston
Integrated marketing communications (IMC) strategies aim to deliver clear, consistent messaging across all communication channels. IMC involves carefully coordinating advertising, public relations, websites, and other promotional tools. The goal is to ensure customers receive the same brand messages whenever they interact with the organization. While advertising remains important, the internet is now central to most tourism business's marketing. IMC requires integrating objectives, messages, and branding across all promotional activities to present a unified marketing strategy.
This document provides an analysis of the hospitality industry in India. It begins with an overview of the history and growth of the hospitality industry in India. It then categorizes players in the industry based on location, size, level of service, length of stay, theme, target market, and room types. Specific Indian companies like ITC, EIH, IHCL, and OYO are analyzed. Tools like PESTAL, SWOT, Porter's Five Forces, and value chain analyses are applied to the hotel industry. Challenges faced by hotels and frameworks like BCG matrix and McKinsey matrix are discussed. The document concludes with references.
INTRODUCTION TO FRONT OFFICE:
the basics, such as the personnel under the front office department, their duties and responsibilities. and etc. SEE FOR YOURSELF.
Role of Social Media in Tourism in the most easy Language possible in basic English.
Hope Everyone gets to know the content meaning and can understand the roles well.
The document discusses the roles and responsibilities of sales and marketing staff in a hotel. It outlines key tasks like identifying clients, managing marketing efforts, negotiating contracts, and coordinating with other hotel departments. It also describes how the sales and marketing department can be segmented by products sold, target markets, and distribution channels. Various sales, marketing, advertising, and promotional activities are explained.
The document outlines a marketing plan for a company, including an analysis of the market needs, trends, competitors and the company's strengths and weaknesses. It proposes strategies around messaging, branding and the marketing mix of product, price, promotion and website development. Financial and marketing objectives are set to guide implementation of the plan over the coming periods.
The document discusses service management and describes Village Volvo, an auto repair shop. It analyzes Village Volvo's service package, which includes supporting facilities, facilitating goods, information provided to customers, explicit services like experienced mechanics, and implicit services like encouraging customers to inspect replaced parts. It also examines Village Volvo's service characteristics, such as how customers participate in the service process by bringing their cars for scheduled repairs and interacting with mechanics, and how Village Volvo addresses the perishability of services by scheduling appointments and drop-in times.
This document discusses social media and tourism 2.0. It defines social media as content and media created by communities on the read/write web. It outlines various social media services and tools like blogs, social networks, photo sharing, and microblogging. It provides examples of tourism 2.0 projects on social networks, user-generated reviews, and trip planning/sharing sites. It offers tips for getting started with social media for tourism organizations, including blogging, listing events, sharing photos/videos, using Google Maps, and maintaining a diverse online presence.
The document discusses various strategies for hotel sales and marketing. It begins by outlining key trends to understand such as guest expectations and purchasing behaviors. It also emphasizes the importance of tracking marketing program results and using appropriate distribution channels. The document further stresses having the right management team to provide excellent customer service. It provides examples of low-cost marketing tactics like flyers, brochures, and partnerships. Overall it offers guidance on comprehensively understanding customers and implementing an effective marketing strategy.
The document discusses factors that influence customer satisfaction in hotels. It begins by introducing the hotel industry and its importance in India. It then discusses various marketing strategies hotels use, including digital presence on platforms like Facebook and TripAdvisor, as well as the use of offers and vouchers. The marketing mix of product, price, place, promotion, people and physical evidence is also examined. Top hotel brands in India and challenges faced by the industry are outlined before the document concludes on the growth prospects of the hotel sector in India.
The document discusses the hospitality service industry with a key focus on the hotel sector. It provides an overview of the industry, current market dynamics and growth trends. It also outlines a proposed 2-day conference on "Changing Demographics & the Impact on Travel Trends" to be held at the Taj Hotel in Mumbai. The conference aims to discuss topics such as the emergence of secondary/tertiary cities, changing consumer preferences, and strategies for hotels to attract different demographic groups. Various industry leaders are scheduled to speak at the event.
Market segmentation is the process of dividing a tourism market into subgroups with similar needs and characteristics in order to develop targeted marketing strategies. Key reasons for segmentation include that the tourism market is too large and diverse otherwise. Common criteria for segmentation include geographic location, demographics, psychographics, and product benefits sought. Benefits of segmentation are understanding customer needs, efficient marketing spending, and precise strategy development.
This document discusses hospitality marketing. It begins by defining marketing and hospitality marketing, noting that hospitality marketing deals with both tangible products and intangible experiences in industries like hotels, restaurants, and tourism. It then covers the key concepts of integrated marketing and the three main categories of the hospitality industry. The bulk of the document discusses the 7Ps of marketing as they relate to tourism, including product, price, place, promotion, people, process, and physical evidence. It also discusses the service marketing triangle and the SERVQUAL dimensions of assurance, responsiveness, reliability, empathy, and tangibles that are important in tourism.
This document discusses market segmentation in the hotel and tourism industry. It defines a market segment as a sub-set of a market with similar demands based on characteristics like gender, price, interests, etc. It describes four primary bases for segmentation: geographic, demographic, behavioral, and psychographic. The document outlines steps in market segmentation, targeting, and positioning including identifying segment bases, developing profiles, measuring attractiveness, selecting targets, and developing marketing mixes for each segment. It provides examples of how hotels segment markets based on factors like business type, leisure, airport, extended stay, and more.
Md. Shaifullar Rabbi gave a seminar on the challenges and opportunities in tour guiding. The seminar covered topics such as the history and components of tourism and hospitality industries, types of tour operators, responsibilities and requirements of tour guides, challenges and opportunities in tour guiding careers, current trends in tourism, and the contributions of travel and tourism to the world and Bangladeshi economies. The seminar provided an overview of the tourism and hospitality fields and insight into pursuing a career as a tour guide.
This document discusses the hospitality and catering industry. It begins by outlining the objectives of understanding the industry and career opportunities. Some key points made include that the industry employs over 2 million people in the UK, with half a million working in restaurants. The industry can be split into the commercial sector including hotels and restaurants, and the catering sector providing food services to other businesses. National chains operate standardized services while local businesses offer variety. The document also defines hospitality, catering, and different types of catering services.
The document discusses convention and conference management. It provides details on the responsibilities of meeting planners, which include developing themes, arranging speakers, coordinating logistics like facilities, décor, security, and more. It also discusses the different levels of professionals (facilitator, technician, professional) and their roles in planning events. Finally, it outlines important considerations and steps for planning events, like developing budgets, selecting venues, catering, registration, lighting, transportation, and emergency management.
The document provides an introduction to the hospitality industry. It describes the industry as one of the fastest growing sectors of the economy today, worth billions of dollars, and diverse with opportunities in areas like lodging, food and beverage, travel, and entertainment. The industry employs shift work and operates 365 days a year. Products are intangible and perishable. Formal education and experience are important for career opportunities, and employers consider skills, communication abilities, and character when making assessments.
The document discusses staffing in the hotel industry. It begins by explaining that hotels rely heavily on human employees to provide services to guests. It then defines staffing as acquiring, employing, and retaining a sufficient workforce. Historically, owners or general managers handled hiring, but today personnel departments perform those functions. Personnel departments are responsible for recruitment, interviewing, training, benefits administration, and other human resource functions. Some challenges in staffing hotels include hiring the right candidates, engaging long-tenured employees, effective onboarding, retention, and succession planning.
The document discusses travel promotion and public relations. It notes that PR plays a key role in stimulating travel desire, facilitating travel arrangements, and ensuring visitor satisfaction. PR tools to stimulate interest include articles, brochures, videos and websites promoting locations. Crisis management is also important, as seen in cases like the Natalee Holloway disappearance in Aruba and an engine fire on a cruise ship, and requires centralizing information, reassuring travelers of safety, and providing refunds when necessary. Targeting specific audiences like retirees and packaging niche trips are also discussed.
The document discusses the characteristics of the tourism industry in the UK. It covers:
1) The tourism industry consists mostly of small businesses, though a few large companies dominate certain sectors like hotels, airlines, and tour operators.
2) Most tourism organizations are privately owned, ranging from sole proprietorships to public limited companies, and aim to make a profit.
3) New technologies like computer reservation systems, global distribution systems, and the internet have increased efficiency and accessibility in the tourism industry.
This document discusses factors that influence tourism consumer behavior and decision making. It covers motivation theories, roles and psychographics of tourists, and models of the consumer decision process. Key elements discussed include attitudes, perceptions, images, and motivators that differ between individuals and affect travel decisions.
The document provides a case study comparing two CoverGirl marketing campaigns - one from 1968 promoting their Clean makeup line through magazine advertisements, and one from 2014 partnering with YouTube beauty vlogger Ingrid Nilsen. It finds that the digital environment significantly changed how CoverGirl designed the campaigns and how consumers responded. Key influencers included institutions around beauty and gender, social identity and communities, and how information is acquired and shared through social networks and new technologies. The rise of YouTube allowed CoverGirl to leverage influencers like Nilsen to promote products in a way that was not possible through traditional print media alone.
This document provides an overview of a corporate responsibility module that covers: (1) an introduction to CR including a brief history; (2) making the business case; and (3) engaging stakeholders. It summarizes the key topics to be covered in the introductory lecture including definitions of CR, why it exists, how it is evolving, and important theorists. The lecture concludes with a brief historical overview of CR presented through images from 1720 to recent events.
The document discusses the roles and responsibilities of sales and marketing staff in a hotel. It outlines key tasks like identifying clients, managing marketing efforts, negotiating contracts, and coordinating with other hotel departments. It also describes how the sales and marketing department can be segmented by products sold, target markets, and distribution channels. Various sales, marketing, advertising, and promotional activities are explained.
The document outlines a marketing plan for a company, including an analysis of the market needs, trends, competitors and the company's strengths and weaknesses. It proposes strategies around messaging, branding and the marketing mix of product, price, promotion and website development. Financial and marketing objectives are set to guide implementation of the plan over the coming periods.
The document discusses service management and describes Village Volvo, an auto repair shop. It analyzes Village Volvo's service package, which includes supporting facilities, facilitating goods, information provided to customers, explicit services like experienced mechanics, and implicit services like encouraging customers to inspect replaced parts. It also examines Village Volvo's service characteristics, such as how customers participate in the service process by bringing their cars for scheduled repairs and interacting with mechanics, and how Village Volvo addresses the perishability of services by scheduling appointments and drop-in times.
This document discusses social media and tourism 2.0. It defines social media as content and media created by communities on the read/write web. It outlines various social media services and tools like blogs, social networks, photo sharing, and microblogging. It provides examples of tourism 2.0 projects on social networks, user-generated reviews, and trip planning/sharing sites. It offers tips for getting started with social media for tourism organizations, including blogging, listing events, sharing photos/videos, using Google Maps, and maintaining a diverse online presence.
The document discusses various strategies for hotel sales and marketing. It begins by outlining key trends to understand such as guest expectations and purchasing behaviors. It also emphasizes the importance of tracking marketing program results and using appropriate distribution channels. The document further stresses having the right management team to provide excellent customer service. It provides examples of low-cost marketing tactics like flyers, brochures, and partnerships. Overall it offers guidance on comprehensively understanding customers and implementing an effective marketing strategy.
The document discusses factors that influence customer satisfaction in hotels. It begins by introducing the hotel industry and its importance in India. It then discusses various marketing strategies hotels use, including digital presence on platforms like Facebook and TripAdvisor, as well as the use of offers and vouchers. The marketing mix of product, price, place, promotion, people and physical evidence is also examined. Top hotel brands in India and challenges faced by the industry are outlined before the document concludes on the growth prospects of the hotel sector in India.
The document discusses the hospitality service industry with a key focus on the hotel sector. It provides an overview of the industry, current market dynamics and growth trends. It also outlines a proposed 2-day conference on "Changing Demographics & the Impact on Travel Trends" to be held at the Taj Hotel in Mumbai. The conference aims to discuss topics such as the emergence of secondary/tertiary cities, changing consumer preferences, and strategies for hotels to attract different demographic groups. Various industry leaders are scheduled to speak at the event.
Market segmentation is the process of dividing a tourism market into subgroups with similar needs and characteristics in order to develop targeted marketing strategies. Key reasons for segmentation include that the tourism market is too large and diverse otherwise. Common criteria for segmentation include geographic location, demographics, psychographics, and product benefits sought. Benefits of segmentation are understanding customer needs, efficient marketing spending, and precise strategy development.
This document discusses hospitality marketing. It begins by defining marketing and hospitality marketing, noting that hospitality marketing deals with both tangible products and intangible experiences in industries like hotels, restaurants, and tourism. It then covers the key concepts of integrated marketing and the three main categories of the hospitality industry. The bulk of the document discusses the 7Ps of marketing as they relate to tourism, including product, price, place, promotion, people, process, and physical evidence. It also discusses the service marketing triangle and the SERVQUAL dimensions of assurance, responsiveness, reliability, empathy, and tangibles that are important in tourism.
This document discusses market segmentation in the hotel and tourism industry. It defines a market segment as a sub-set of a market with similar demands based on characteristics like gender, price, interests, etc. It describes four primary bases for segmentation: geographic, demographic, behavioral, and psychographic. The document outlines steps in market segmentation, targeting, and positioning including identifying segment bases, developing profiles, measuring attractiveness, selecting targets, and developing marketing mixes for each segment. It provides examples of how hotels segment markets based on factors like business type, leisure, airport, extended stay, and more.
Md. Shaifullar Rabbi gave a seminar on the challenges and opportunities in tour guiding. The seminar covered topics such as the history and components of tourism and hospitality industries, types of tour operators, responsibilities and requirements of tour guides, challenges and opportunities in tour guiding careers, current trends in tourism, and the contributions of travel and tourism to the world and Bangladeshi economies. The seminar provided an overview of the tourism and hospitality fields and insight into pursuing a career as a tour guide.
This document discusses the hospitality and catering industry. It begins by outlining the objectives of understanding the industry and career opportunities. Some key points made include that the industry employs over 2 million people in the UK, with half a million working in restaurants. The industry can be split into the commercial sector including hotels and restaurants, and the catering sector providing food services to other businesses. National chains operate standardized services while local businesses offer variety. The document also defines hospitality, catering, and different types of catering services.
The document discusses convention and conference management. It provides details on the responsibilities of meeting planners, which include developing themes, arranging speakers, coordinating logistics like facilities, décor, security, and more. It also discusses the different levels of professionals (facilitator, technician, professional) and their roles in planning events. Finally, it outlines important considerations and steps for planning events, like developing budgets, selecting venues, catering, registration, lighting, transportation, and emergency management.
The document provides an introduction to the hospitality industry. It describes the industry as one of the fastest growing sectors of the economy today, worth billions of dollars, and diverse with opportunities in areas like lodging, food and beverage, travel, and entertainment. The industry employs shift work and operates 365 days a year. Products are intangible and perishable. Formal education and experience are important for career opportunities, and employers consider skills, communication abilities, and character when making assessments.
The document discusses staffing in the hotel industry. It begins by explaining that hotels rely heavily on human employees to provide services to guests. It then defines staffing as acquiring, employing, and retaining a sufficient workforce. Historically, owners or general managers handled hiring, but today personnel departments perform those functions. Personnel departments are responsible for recruitment, interviewing, training, benefits administration, and other human resource functions. Some challenges in staffing hotels include hiring the right candidates, engaging long-tenured employees, effective onboarding, retention, and succession planning.
The document discusses travel promotion and public relations. It notes that PR plays a key role in stimulating travel desire, facilitating travel arrangements, and ensuring visitor satisfaction. PR tools to stimulate interest include articles, brochures, videos and websites promoting locations. Crisis management is also important, as seen in cases like the Natalee Holloway disappearance in Aruba and an engine fire on a cruise ship, and requires centralizing information, reassuring travelers of safety, and providing refunds when necessary. Targeting specific audiences like retirees and packaging niche trips are also discussed.
The document discusses the characteristics of the tourism industry in the UK. It covers:
1) The tourism industry consists mostly of small businesses, though a few large companies dominate certain sectors like hotels, airlines, and tour operators.
2) Most tourism organizations are privately owned, ranging from sole proprietorships to public limited companies, and aim to make a profit.
3) New technologies like computer reservation systems, global distribution systems, and the internet have increased efficiency and accessibility in the tourism industry.
This document discusses factors that influence tourism consumer behavior and decision making. It covers motivation theories, roles and psychographics of tourists, and models of the consumer decision process. Key elements discussed include attitudes, perceptions, images, and motivators that differ between individuals and affect travel decisions.
The document provides a case study comparing two CoverGirl marketing campaigns - one from 1968 promoting their Clean makeup line through magazine advertisements, and one from 2014 partnering with YouTube beauty vlogger Ingrid Nilsen. It finds that the digital environment significantly changed how CoverGirl designed the campaigns and how consumers responded. Key influencers included institutions around beauty and gender, social identity and communities, and how information is acquired and shared through social networks and new technologies. The rise of YouTube allowed CoverGirl to leverage influencers like Nilsen to promote products in a way that was not possible through traditional print media alone.
This document provides an overview of a corporate responsibility module that covers: (1) an introduction to CR including a brief history; (2) making the business case; and (3) engaging stakeholders. It summarizes the key topics to be covered in the introductory lecture including definitions of CR, why it exists, how it is evolving, and important theorists. The lecture concludes with a brief historical overview of CR presented through images from 1720 to recent events.
The document announces the 2nd PR International conference to be held in Nairobi, Kenya from July 7-11, 2009. The conference is organized by the International Public Relations Association along with African public relations associations and will bring together public relations practitioners from around the world. The theme of the conference is "Public Relations in Action: Using Public Relations to Leverage Organisational Development in a Recession." It will include presentations from top global PR firms and consultants on using PR in areas like corporate communications, issues management, financial PR, and more.
This document summarizes a PhD candidate's research on using humor in customer engagement on Chinese social media from a rhetorical perspective. The research aims to develop a taxonomy of humor co-construction by identifying firm-initiated humor strategies and customer responses. The study analyzes conversations between five destination marketing organizations and their customers on Weibo over one month. A coding scheme is developed and applied to the conversations to identify humor types, speech acts, rhetorical appeals, and customer sentiments. The results will help understand how humor is co-constructed between firms and customers on social media to facilitate engagement.
Curating Demand: Marketing in a 24/7 worldJoanne Jacobs
Curating demand: Marketing in a 24/7 world
1) Marketing is moving from a traditional sales model focused on driving sales as an end goal, to a context-specific model where demand is generated through ongoing conversations with audiences.
2) Curation of high-quality content that reflects both company objectives and audience interests can generate trust and provide context for conversations.
3) To be effective, marketing must focus on understanding audience value and driving demand through maintaining relevance and conversations over time, rather than short-term volume or brand messaging. The goal should be evaluating success based on delivered value rather than sales volume.
This document discusses various public relations, publicity, and corporate advertising techniques. It begins by explaining guerrilla marketing and how a failed guerrilla marketing campaign by Turner Broadcasting for Aqua Teen Hunger Force backfired. It then provides definitions and discussions of public relations, publicity, corporate advertising, and measuring the effectiveness of PR programs and campaigns. Specific topics covered include determining target audiences, developing PR plans and programs, and using various communication channels and tools.
This is a presentation of The Triple Bottom Line by Alexis Dogwe, Camille Eusebio, Maurice Gonzales, Leslee May Tandoc and Al Marie Tating as part of the requirements in the subject: Marketing and Commercialization of High Technology Products.
University of the Philippines, Technology Management Center
This document discusses the use of new media and social media in public relations. It defines public relations and outlines its traditional tasks and phases. It then explains how PR has adapted to utilize new media tools like social networking sites, blogs, and videos. Social media provides opportunities for two-way communication, feedback, and engagement but also poses problems like lack of control and potential for misunderstandings. The document provides examples of social media related PR disasters and advises monitoring online reputation and having guidelines to avoid such issues.
Understanding the world of social mediaRichard Stacy
The document discusses the difference between traditional marketing focused on mass messaging versus social media which enables engagement with individuals. It argues that brands think social media is about maximizing reach and engagement, but consumers want brands that listen to them and answer their questions. True engagement comes from understanding audiences as individuals rather than mass messaging. The document provides examples and outlines what a social media strategy should look like focused on processes, specific objectives, and prioritizing people over platforms.
A look at how people think, feel and react to digital campaigns. How do people experience digital as architecture? How does emotion affect a medium that is both still and moving? And how can we utilise people's feelings and turn them into action?
I'm standing for President of the CIPR in 2014. If I'm elected I will bring leadership, continuity and energy to the CIPR, ensuring that it represents both its members and the broader public relations and communication industry. To achieve this goal I commit to focusing on the following ten words and ten pledges.
The document provides information about PR360, a multi-day conference taking place from 27-30 April 2015 in London. It will include workshops, a two-day PR summit, and an internal communications focus day. The PR summit will feature keynote speakers and breakout sessions on topics like social media, branding, measurement, and crisis communications. It will also include the PRWeek Global Awards ceremony. Attendees can choose to attend individual days or multiple days for additional savings. The event aims to bring together PR and communications professionals from around the world to share best practices and insights.
This document provides an abstract for a dissertation on brand journalism and reputation management through online corporate publishing. It outlines the research questions, significance of the topic, and research methodology. The abstract also provides a brief literature review on related topics like public relations, reputation, corporate image, the decline of traditional media, and definitions of brand journalism. It indicates the dissertation will include secondary research on brand journalism case studies, qualitative interviews with industry experts, and a quantitative survey. The goal is to analyze how and why businesses are increasingly using brand journalism in their PR strategies and directly communicating with stakeholders through online content.
This chapter discusses selecting communication tactics for public relations. It explains that tactics vary based on media channel, events, audiences, and organizations. The chapter outlines conventional tactics like organizational control, ties, audience size and type, interaction levels, and media ownership and production. It provides examples like brochures, newsletters, and websites for organizational control and one-way vs two-way communication. Finally, it analyzes Volkswagen's response to its emissions scandal using social media to measure audience reaction.
This document discusses the growth of social media and web 2.0 technologies and their implications for marketing. It provides examples of how various organizations are utilizing social media and outlines the business benefits these tools can provide, including improved customer insights, interactions and experience. It also evaluates the adoption of social media by top European football clubs and shares the results of a survey of Celtic fans that showed strong demand for more social features on the club's website.
This document discusses the growth of social media and web 2.0 technologies and their implications for marketing. It provides examples of how various organizations are using social media, outlines the business benefits, and evaluates the progress major European football clubs have made in adopting social media strategies. It also summarizes the results of a survey of Celtic FC fans that found a strong demand for more web 2.0 features on the club's official website.
Proactive and Reactive Approaches – Public Relations Process – Behavioural Public Relations Model – Persuasion Model – Two-way symmetrical Communications Model –
When communications are not enough – 20 great truths about Public Relations.
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2. LEARNING OUTCOMES
• To understand how PR agencies and organisation leverage
PR in the hotel industry
• To understand the complexity of communication
2
3. 3
Introduction
CLASS ACTIVITY
Part 1: Theories
Part 2: Practice
CLASS ACTIVITY
Part 3: Critique
Conclusion
6. 6
INTRODUCTION
Role of PR in the hotel industry
Relationship
Awareness
Synergy
Reputation
Strategy
Marketing
7. 7
INTRODUCTION
Definitions of PR
Public Relations is the discipline which builds and maintains reputation, with the aim of
earning understanding and support and influencing opinion and behaviour. It is the
planned and sustained effort to establish and maintain goodwill and mutual understanding
between an organization and its publics. "
the UK’s Chartered Institute of Public Relations (CIPR)
"Public Relations is the attempt, by information, persuasion and adjustment, to engineer
public support for an activity, cause, movement or institution."
(Edward,1955)
8. INTRODUCTION
Definition of PR Campaign
"a planned set of communication activities, each with a specific defined purpose, continued
over a set period of time and intended to meet communication goals and objectives relating
to a nominated issue: for example, a campaign to increase industrial safety."
Harrison (2011:324)
8
9. INTRODUCTION
Definitions of Communication
"Communication is an exchange of facts, ideas, opinions or emotions by two or more
persons."
(Newman & Summer, 1977)
"Communication is the process of passing information and understanding – from one
person to another."
(Davis, 1981)
"Communication is the process by which information is transmitted between individuals
or organizations so that an understanding response results."
(Little, 1977)
9
12. What problems did you encounter during the game?
Any noise?
How well did you communicate?
12
13. PART 1: THEORIES
Communication Process Model
• It is a process of transmitting and receiving messages, both verbal and non-verbal.
• It refers the exchange of information (a message) between two or more people.
13
14. PART 1: THEORIES
Communication Process Model
14
https://www.youtube.com/watch?v=q6u0AVn-
NUM&fbclid=IwAR2BfAH7lEtgUt3_ohLoKFrF8oqnXQyhFLzASajIgBbAvTVoZhZc09FXyUk
15. PART 1: THEORIES
Communication Process Model
Five Steps in Communication Process Model
1. Set the objectives
2. Identify the receivers
3. Choose the communication method
4. Consider the receivers
5. Feedback
15
16. PART 1: THEORIES
Communication Process Model
NOISE?
(refers the anything that gets in the way of communication)
• Physical: external interference such as loud party at the neighbors.
• Psychological: feelings and personality affects such as defensive feelings.
• Physiological: barriers within the sender or receiver such as talking too fast or slow.
• Semantic: different meaning systems of the speaker and listener.
16
17. PART 1: THEORIES
Communication Accommodation Theory
Howard Giles
17
Accommodation
“constant movement toward and
away from others, by changing one’s
communicative behavior”
(Giles et al, 2007:295)
https://www.youtube.com/watch?v=FY-jqjWjEC8
19. PART 1: THEORIES
Communication Accommodation Theory
What influences communication?
19
Immediate
context
Social-
historical
context
Initial
orientations
20. PART 1: THEORIES
Communication Accommodation Theory
Why is it relevant?
Effective communication
is essential in the hotel
industry
20
Briefing the staff
Talking to customers
21. PART 1: THEORIES
Contingency Theory of Accommodation
21
Pure
accommodation
Pure
advocacy
Adapted from Cameron (2008)
Litigation
Competition Negociation
CollaboratingCompromising
Capitulation
Compromise
Cooperation
22. PART 1: THEORIES
Excellence Theory
• It specifies how PR make organizations more effective, how it is organized and managed
their organizational effectiveness and their environments.
• The two-way symmetrical model of PR as also described in Grunig's Excellence Theory.
• Organizations must behave in ways that solve the problems and satisfy the goals of
stakeholders and the management.
• To behave in socially acceptable way, organizations have to scan their environment to
identify
22
25. PART 2: PRACTICE
Trolls on the Loose Campaign
• Partnered with Trolls Movie
• One month Campaign
• Meet with the World of Trolls while check-in process
• Staffs were wearing Trolls wigs and children received welcome packaging
25
26. PART 2: PRACTICE
Trolls on the Loose Campaign
The Communicator: Park Inn by Radisson
Encoding: Communicate by using entertaining unforgettable characters
Message Medium: Park Inn Hotels around UK and Web page
Decoding: The thought of adults and children was the campaign was very enjoyable
Receiver: Customers of Park Inn by Radisson, especially children
Feedback: Amazing engagement with children. Best partnership marketing campaign
2016 in the Hotels marketing awards in London.
26
31. PART 2: PRACTICE
Anti-aGin Campaign
Results:
• + 70% page engagement on Facebook
• Caught the attention of celebrities
such as Scott Disick or Philipp Schofield
• + 276% SOV
31
32. PART 2: PRACTICE
How WLH used PR to change perceptions
Before
2011 TV ad
After
2018 Great British Massage PR-led campaign
32 https://www.youtube.com/watch?v=YSWzbUb1flY
33. PART 2: PRACTICE
Trolls on the Loose & Anti- Agin
Excellence Theory
• Effectiveness of the Campaigns
• Park Inn by Radisson partnered with Troll Movie (DreamWorks)
• Warner Leisure Hotels partnered with Bompass & Parr
• Results for Park Inn: Best Partnership Marketing Campaign 2016 in the Hotel Marketing
Awards in London.
• Results for Warner Leisure Hotels: High engagement on Facebook, Gin sold out in 24 hours,
Share of voice for Warner increased 276%.
33
34. PART 2: PRACTICE
TrollsontheLoose Anti-aGin
Two-step flow communication model
34Katz & Lazarsfeld (1955)
Early mass communication model
Comparative analysis
35. PART 2: PRACTICE
• Convergence strategy
Accommodation to children’s speech style
• Partnership
Troll Movie (DreamWorks)
35
Trolls on the Loose Anti-aGin
• Convergence strategy
Accommodation to affluent elderly
people’s speech style
• Partnership
Bompas & Parr
Comparative analysis
37.
ROUND 2
37
3 minutes
You can’t:
use related
words or
say what
the item is
You can:
give
direction like
shapes and
forms
38. What did you learn from this game?
How did you act differently in the 2nd round?
38
39. WHAT CAN WE TAKE AWAY
FROM THIS GAME?
• Easy to misunderstand or misinterpret
• Everyone has a different interpretation
• Importance of accommodation
39
40. PART 3: CRITIQUE
40
Two-Way
Symmetrical
Model
Contingency
Theory of
Accommodation
Theory of
Excellence
Communication
Accommodation
Theory
Early mass
communication model?
OR
Two-step flow
communication model?
The transactional model of communication as a
critique of the classic communication model
https://www.youtube.com/watch?v=gCfze
ONu3Mo
44. REFERENCES
44
Barbaria, R. (2018) What role does public relations play in the hospitality industry? Available online: http://reputationtoday.in/little-joys/role-public-relations-
hospitality-industry/ [Accessed 10/03/2019].
Bompas & Parr (2014) Anti-aGin - London, 2014. Available online: http://bompasandparr.com/projects/view/anti-agin/ [Accessed 30/03/2019].
Bottle (n.d.) Anti-Agin | Warner Leisure Hotels. Available online: https://www.wearebottle.com/portfolio_page/anti-agin-case-study/?fbclid=IwAR25OA-
RT9DpdcN82wScTPAozhPnH9hWWKCv621A6l6Yi91fwN121NblSqQ [Accessed 30/03/2019].
Buller, D.B. & Aune, R.K. (1992) The effects of speech rate similarity on compliance: application of communication accommodation theory. Western Journal of
Communication, 56, 37-53.
Cameron, G.T., Wilcox, D.L., Reber, B.H. (2007) Public Relations Today: Managing Competition and Conflict. Boston: Pearson
Cancel, A.E., Mitrook, M.A., Cameron, G.T. (1999) Testing the contingency theory of accommodation in public relations. Public Relations Review, 25(2), 171-
197.
Cloudbeds (2018) Why your hotel marketing strategy should include PR and how to use it effectively. Available online:
https://www.cloudbeds.com/articles/why-your-hotel-marketing-strategy-should-include-pr/ [Accessed 10/03/2019].
Daryon Hotels International DHI (2018) Public Relations by Nicole Evans Daryon Hotels International [Video]. Available online:
https://www.youtube.com/watch?v=2RF_ML1Zv7g [Accessed 30/03/2019].
Giles, H. & Ogay, T. (2007) Communication accommodation theory. Available online: https://core.ac.uk/download/pdf/147103741.pdf [Accessed
29/03/2019].
45. REFERENCES
45
Giles, H., Coupland, J., Coupland, N. (1991) Contexts of accommodation: developments in applied sociolinguistics [eBook]. New York: Cambridge University
Press.
James grunig: excellence theory (2013) The two-way symmetrical model of communication. Available online:
https://excellencetheory.wordpress.com/2013/09/27/the-two-way-symmetrical-model-of-communication/ [Accessed 01/03/2019].
Jaszay, C (2002) Ethical behavior in the hospitality industry. Hospitality Review, 20(2), 104-116.
Katz, E. & Lazarsfeld, P. (1955) Personal influence, New York: The Free Press.
Rice, R.E. & Atkin, C.K. (2001) Public communication campaigns [eBook]. Sage Publications.
Rodrigues, J. (2010) Five strategies for PR success. Available online: https://www.4hoteliers.com/features/article/5043 [Accessed 10/03/2019].
Sigala, M., Christou, E., Gretzel, U. (2012) Social media in travel, tourism and hospitality: theory, practice and cases [eBook]. Ashgate Publishing Limited.
Statista (2018) Hotel industry - Statistics & Facts. Available online: https://www.statista.com/topics/1102/hotels/ [Accessed 30/03/2019].
University of Twente (n.d.) Two step flow theory. Available online: https://www.utwente.nl/en/bms/communication-theories/sorted-by-cluster/Mass-
Media/Two_Step_Flow_Theory-1/ [Accessed 01/03/2019].
Wolvin, A.D. (1994) Communication in the hospitality industry. International Journal of Hospitality Management, 13(3), 195-199.
PR professionals in the hotel industry constantly have to accommodate their speech when communicating with their audiences (because it is a multi-cultural sector, and they deal with people from many different backgrounds) otherwise the message they want to convey may not come across correctly.