Public relations for hospitality managers : communicating for greater profits
著者
書誌事項
Public relations for hospitality managers : communicating for greater profits
Wiley, c1995
大学図書館所蔵 全8件
注記
Includes bibliographical references (p. 231-233) and index
内容説明・目次
内容説明
Building good public relations is, by definition, an essential part of the hospitality business--and it's also a golden opportunity for attracting new customers. Yet, important as it is, public relations is often neglected by small and medium-sized businesses that cannot afford to employ full-time PR help. In Public Relations for Hospitality Managers, busy restaurant and hotel operators will find the ideal guide for planning and implementing their own public relations programs. With the guidance of this concise book, you'll learn how to develop public relations/communications programs aimed at winning valuable media exposure and communicating effectively--all without the expense of professional consultants. You'll find yourself looking at your business in a whole new way--the way professional PR people do.
The only book of its kind written specifically for the hospitality industry, this guide shows you proven, professional techniques for: Building a positive image of your business Communicating effectively with media people Using public relations as a marketing tool Turning problem situations into opportunities Public Relations for Hospitality Managers offers real-life examples and case studies drawn from businesses like your own, facing problems you'll recognize immediately. This book will help you to identify your actual "publics" (you'll be surprised who they are) and determine what kind of image you want to project. You'll learn which media to use and how to use them--everything from a simple bulletin board to the evening news. You'll see opportunities for attracting new customers in areas you overlooked in the past. In addition, this book offers a wealth of award-winning public relations ideas, special material on legal issues, lists of resource organizations, and a useful bibliography.
Managers of lodging establishments, restaurants, clubs, resorts, and conference centers will find Public Relations for Hospitality Managers an indispensable guide to a whole new way of expanding their businesses and increasing profits. This practical, eye-opening book will show you how to use numerous opportunities you have every day to build a positive image for your business--even if you don't have full-time public relations help. Using the proven, professional techniques described in Public Relations for Hospitality Managers, you'll develop the winning public relations strategies that draw more customers and increase profits.
You'll get professional advice on how to: Attract favorable, widespread attention that builds your customer base Identify and target the various groups you want to influence--including customers, community residents, opinionleaders, employees, suppliers, and the public at large Coordinate public relations with marketing and advertising to achieve the greatest impact Win valuable media exposure by learning what the media needs and how to supply it with favorable stories about your establishment Stage special events for maximum positive exposure Create positive guest relations through improved management-employee communications Effectively control the public relations aspects of crises and emergencies And much more, including examples of successful public relations ideas, real-life case studies, legal advice, detailed lists of resource organizations, and a reference bibliography.
目次
What Public Relations Is and What It Can Do for You. PR as a Strategy in the Marketing Plan. Establishing and Maintaining Effective Media Relations. What News Is and How PR Differs from Advertising. Organizing to Launch a PR Campaign. Special Events in Public Relations. Getting Your Message Across to Guests. Employee Relations and Its Role in Public Relations. Communicating More Effectively with Your Community. Planning to Meet Emergencies. Learning from the Experts: Ideas You Can Use. Appendices. Suggested References. Index.
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