Disputes between owners and operators of hotel properties are nothing new. However, a recent wave of owner-operator clashes, such as the highly publicized feud over the Waikiki Edition, is attracting a flurry of media attention. In these kinds of disagreements, it often becomes a race between the two parties as they rush to secure high-profile placements in various media outlets to highlight “their side.”
So the question becomes, does it really matter who is first? Do you have to rush to get your information out there before the other side, or are their other factors at work that matter even more?
The right formula results from a strategic release of the right information, at the right time, and to the right people. Here are the top things you need to know when releasing important information to the media:
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1. Direct the news. When you are in control of the information released, you help direct the news. Do not wait for reporters to come to you for comments—be proactive in your release of information so you are more in control of the coverage.
2. Prepare your statements carefully. Select a few core message points that you want to convey and make sure you craft any news release or news alert to drive home those key points. Don’t stray from these or clutter a release with superfluous information that waters down your message.
3. Quotes are key. When you release a written quote that is well-thought-out and hits your key points, you are again helping to direct the story. A reporter might not have time to call for a quote, and your spokesperson might not be available right when a reporter does call. Therefore, it is vital to include a quote or quotes from your designated spokesperson upfront to ensure your point of view is conveyed.
4. Just the facts. If you’re speaking with a reporter on the record, remember you’re on the record. Anything you say is fair game. Your designated spokesperson should not stray from the approved message points or add in an opinion that is subject to interpretation or could portray your organization in a negative light.
5. Release the information at the right time. This does not necessarily mean first; it means timing the release of information at the moment when it will make the biggest impact. Look at your message and consider the timing that makes the most sense based on that information. Then consider any outside factors that could have an impact as well. You don’t always have to be first to the finish line. In this case, a more thoughtful approach typically wins the race.
6. Know your contacts. Ask yourself this question: Who cares? Who are the editors, the reporters and the bloggers who are covering the hotel sector, the location or the issues involved? Strategically targeting the distribution of information goes much farther than blasting it out to media contacts who will ultimately not cover your news.
7. Follow the news and follow up. If you want to steer the coverage, you have to know what is being covered. That means staying on top of coverage throughout all forms of media and conducting exhaustive follow up. You must always know what the other side is saying and be ready to put your message out there when necessary.
While no one can fully control the media, careful preparation goes a long way toward making sure your message is heard loud and clear.
Elizabeth Lampert is the president of Elizabeth Lampert PR, a crisis communication and media strategist. She can be reached at 925-932-4420 and lampert@elizabethlampertpr.com.
Lara Cupit is a crisis communications and media specialist in the social and traditional areas of public relations. She can be reached at LaraCupit@gmail.com
The opinions expressed in this column do not necessarily reflect the opinions of HotelNewsNow.com or its parent company, Smith Travel Research and its affiliated companies. Columnists published on this site are given the freedom to express views that may be controversial, but our goal is to provoke thought and constructive discussion within our reader community. Please feel free to comment or contact an editor with any questions or concerns.
