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    Hospitality Brand PR Strategies for Crisis Management

    Four public relations (PR) experts explain what hospitality brands should do to in times of crisis, with Abode PR founder Jessica Gillingham saying one strategy is to use the crisis to positively grow the brand's reputation, assuming "the brand handles the issue well and with humility" through application of "swift, consistent, and clear communication." NewDog PR co-founder Emily Newman advises brands to plan for crisis scenarios, which involves preparing statements in a calm and rational manner; developing a simple communication plan covering all channels; agreeing on the key contact points within the organization and their responsibilities; and drafting a comprehensive Q&A, including responses to the most embarrassing questions. Bond Agency co-founder Eva Fayemi recommends against overreacting during a crisis, noting "there needs to be crucial planning and assertion of the situation about the impact of the crisis on the overall performance and reputation of your company." She also advises brands to practice honesty. Belvera Partners Managing Director Roman Townsend says brands can avoid PR mistakes by including the PR director in key decision making in times of crisis.

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