In this age of global terrorism and most recently, the Zika virus, what’s the best way to handle communication about traveler security?
Here are guidelines from KWE Partners’ President & Chief Strategist Karen Weiner Escalera on public relations do’s and don’ts as reported in an article in Hotel News Now.
The most important thing not to do is send out news releases talking about a hotel’s safety and security measures, said Karen Weiner Escalera, president and chief strategist for KWE Partners. All that serves to do is remind people or alert them to the fact there are issues, she said. “For people who might otherwise not have known, it could serve to alarm them, which is the opposite of what a hotel would want to achieve,” she said.
Instead of creating a news release or email blast, hoteliers should prepare a statement to use if guests or potential guests contact the hotel with questions, she said. “The goal is not to broadcast but be ready with a statement if and when there are inquiries,” she said.
In a recent project for a resort group in Mexico, Escalera said her team prepared a letter to send to tour operators and agents to inform people asking about what the property was doing to eradicate mosquitos on the grounds to prevent spread of the Zika virus. There was also a version of the letter for the sales center and contact centers, she said.
“It’s also extremely important to advise everyone in the sales and marketing team of what the statement is,” she said. “Internal communication is critical. That’s where you’re proactive: internally.” Along with the letter explaining the resort’s efforts, Escalera said, it also explained specifically there were no reported problems at the destination.
Full Article: Hoteliers must be subtle in marketing security (Hotels News Now)
Image courtesy of The Daily Mail, UK