DEFINITIONS

PUBLIC RELATIONS The management staff function that uses truthful two way communication and operates in the public interest to influence public opinion in order to earn goodwill and mutual understanding for your organization. As a process, PR entails these four steps collectively called RACE: 1. Research (i.e, amassing baseline data from Web search, surveying, etc.) 2. Action or Strategizing (i.e, setting objectives and time schedules, identifying target audiences, themes and messages, targeting primary media targets, and budgeting.) 3. Communication (i.e, choosing the most appropriate PR tools and using them.) 4. Evaluation (i.e, measuring how well you researched your objectives through analysis of press coverage, follow-up survey results, etc) As opposed to advertising, PR provides the highest public credibility for your product or services through the third party endorsement the media provides when it uses your messages. As opposed to journalist, PR people are always advocated, compared to journalist, who are supposed to be objectives reporters. In the corporate environment, the PR function is often called upon to supplement or support advertising & marketing efforts. The latter, however, are distinctively different functions as following definitions make clear.

ADVERTISING- It represent paid space or broadcast time for a commercial message. The primary advantage over PR is that you are guaranteed your message will be used without editing and that it will run in the precise place or timeslot that you specify. Advertisings main function is to sell goods and to appeal primarily to customers. PRs function is to create the best possible environment in which to do business by appealing to many diverse audiences, main functions: demographic and market research; advertising; and pricing.

What does it take to do the job? Knowing what actually is and is not a story. For example, many establishments serve Thanksgiving Dinner. Your menu and times of seatings in your restaurant, although of interest to your guests, may not be unique enough information to be of interest to the media. If, perhaps, you decide to create an event, such as serving these dinner to 250 homeless people in your restaurant, and outfitting them with warm coats as they leave, may make this media worthy. And by the way, in the body of that article, its likely you will manage to have your regular Thanksgiving Dinner noted. A win-win. Know what the press is looking for, year in and year out. Example, having international recipes from the kitchen staff for Thanksgiving leftover will no doubt get press. This is the type of information the media prints almost every year. Creativity. Twist the ordinary into the extraordinary. Mothers day dinner, menu and times of seatings, once again, although delicious, are not unique. Mothers day dinner with heirloom recipes created by the chefs mothers is something different and interesting, and may

garner you media coverage. Thought. Know what to say and how to say it to convey the correct perception, remember, everything you say to a member of the media is a potential quote. There is no such thing as off the record. This is an important message to convey to executives who may be interviewed. Familiarity Knowledge of trends both in the general public and in the industry is vital in knowing what will be of interest to the media and in creating the next event, promotion, etc. Being a resource about the industry, the particular area, region or city, etc. makes for an invaluable source. The writers will keep coming back for information. It is also important to be current on what is no longer a trend or new. Be ready and willing to revisit what may be old and dated promotions and look for newer alternatives that will be more timely and press worthy, sometimes its as easy as tweaking an already established idea with a new twist. What does PR need from their hotel to be successful? Communication, communication, communication. Please include PR in the creation of your yearly calendar or planning events and promotions. Not only will this for timely promotion to the media, but also the flow of ideas. PR can aid in creating ideas that will be media worthy and/or gain knowledge of products or techniques you may be utilizing that are media stories as well. Conversely, if we are all aware of an event and/or promotion that is planned and it is canceled, please be sure to make everyone aware so that the information given to the media is correct.

 Timeliness This is an industry driven by deadlines, some of which can be six month out. The sooner PR has information the faster it can be disseminated to the media. Plan ahead as far as possible, and wherever possible, and please distribute that information accordingly. Realistic Expectations Certainly PR will always strive to get the best possible media placement. But sometimes, even if it is fantastic and exciting promotion and event, major media may not cover it. They are often looking for specific criteria. Please understand that it is not always possible to obtain major national coverage. Cooperation Please be responsive to request for meetings, information, and supplies or set ups needed for media, etc. Whether it is for a photo shoot, video, or write up. This will help both PR and your department obtain the best possible result. Complimentary rooms. PR can pre-qualify journalist seeking a 1-3 night room and tax only complimentary visit. Even if they do not have a confirmed assignment, some are worth the critical investment in a comp. Usually, a future opportunity will arise for a well experienced member of the media to include they stay in a story. Reality shows We do not sanction participation/sponsorships of TV reality shows. This is a long-standing corporate policy. If you have doubts on whether a proposed show is, a reality show, contact Vivian Deuschl for a discussion.

36 WAYS TO CREATE NEWS FOR YOUR ORGANIZATION

1. Tie in with news events of the day. 2. Cooperate with another organization on a joint project. 3. Tie in with a newspaper of broadcast station on a mutual project. 4. Conduct a poll or survey. 5. Issue a report. 6. Arrange an interview with a celebrity. 7. Take part in a controversy. 8. Arrange for a testimonial. 9. Arrange for a speech. 10. Make an analysis or prediction. 11. Form and announce names for committees. 12. Announce an appointment. 13. Celebrate an anniversary. 14. Issue a summary of facts. 15. Tie in with a holiday. 16. Make a trip. 17. Make an award. 18. Hold a contest. 19. Pass a resolution. 20. Appear before public bodies. 21. Stage a special event. 22. Write a letter. 23. Release a letter you received (with permission) 24. Adapt national reports and survey for local use. 25. Stage a debate.

26. 27. 28. 29. 30. 31. 32. 33. 34. 35. 36.

Tie in to a well-known week or day. Honor an institution. Organized a tour. Inspect a project. Issue a commendation. Issue a protest. Firsts Biggest, Smallest, etc. Telethons, walkathons, etc. Contests. Celebrities and headliners.

The Many Different Hats of PR

The goal is to create overall PR value for the hotel, and always keep the name and image in the mind of the customer. Remember, perception is reality. Promoter-creating promotions and events and executing projects Publicist-creating overall hotel news, press tour and meals, photography, film shoots, etc. Photographer and Keeper of Photo archives-recording special events, guest events both internal and external, keeping photos for collateral, media, newsletters, etc. Write-research and writing all press releases, media advisories, byline stories, and the occasional ad copy, collateral, etc. Proofreader-Reviewing all materials distributed from the hotel for accuracy, grammar and spelling.

 Ambassador-Aligning the hotel with philanthropic /goodwill / community events in and around the city

What does the PR Director to do? o Work with media, both print (newspapers, magazines, etc.) and electronic (websites, television, radio) from pitching story idea to talking a notion or non-event, and working it into a real story. o In the hospitality industry, we work closely with several department (i.e. F&B for restaurant, lounge, general food and beverage promotions; DOS to create and publicize creative and innovation room packages and amenities, and for meetings and business/ group or travel; catering for weddings and events; rooms for new and interesting amenities, gust services, etc). o We do a lot of reading and research. We watch for trends and for ways we can align our product and services with whats happening in the world at large and within popular culture. o We travel to meet media in select markets or to do a media blitz. Not only does this create and strengthen relationships, but it gives us a chance to pitch stories face to face and correlate these and more with their respective editorial calendar.

PR Tools
One-on-one pitch letters and/or calls to sell a specific part of hotel and/or restaurant according to editorial needs. Press Kits (electronic and hard copy) Interesting collateral, publications Press Release Photography Fact Sheet B-roll Web sites/ press friendly Special Events Frequently Asked Questions (FAQs) Letters to Editors Speakers Bureau Op-eds Tours 800 telephone numbers Public Service Announcements (PSAs) Editorial Board Exhibits Audio-Visuals Photo Releases, Model Release Speeches Radio Actualities

Ten Things You Should Know About Journalist and How They Work
1. A journalists thought process and agenda are different from yours 2. You need them more than they need you 3. Just because you did it or are going to do, it does not mean its news 4. A history of honesty and accessibility is invaluable 5. No. you cannot read it, or hear it before it runs. Dont even ask 6. PR is NOT unpaid advertising 7. Timing is everything 8. Every little hit counts 9. You cannot have time and news week, too 10.Journalist want front page newslike you

Tips For Better Interviews

Never enter an interview without staying on message - a list of a few points you need and want to make during a session. Dont hold back until the right question is asked, as you could miss an opportunity to get your point across. Work it into an answer or related idea. Avoid making statements off the record, keep in mind that a reporter can write anything about you. Saying something is off the record may invalidate everything you have previously said.

 Never talk down to a reporter. Talk as long as you can for each answer. It is a non-threatening way of controlling the interaction. Never repeat the question in your answer. If you have them, bring supporting materials to the session especially visuals like photos, a product, etc. which can aid in supporting your point and may be utilized for a visual in a story. Do you wear a uniform with a logo on it? Make sure to wear it on camera. Make sure it is clean and pressed. And, be sure that logo is visible. If you are demonstrating something, make sure its visible on camera to the home viewer. Speak slowly, yet conversationally. Be sure youre understood. Especially if its a feature, dont be afraid to have a personality or sense of humor. item For cooking segments-have your items prepped and a finished plate (plates) on hand. Have examples of the items that you are demonstrating at different stages in the cooking process. TV spots cannot always be done in real time. And, dont forget to explain to the viewers and to the reporter, what you are doing. Be sure you have recipes for each item. Most cooking segments usually run a recipe either from the TV, their website or send them out. They usually want them in advance. Practice, Practice, Practice.

Job Descriptions
It is often helpful to have an outlined job description for the Public Relations position. It is, however, difficult to create a generic outline for the job as the duties vary at each hotel and may include various marketing functions or providing writing expertise for other departments. If these duties are keeping you from your primary media relation role, speak with your DOSM to review expectations. In this chapter you will find descriptions for Public Relations position in the field: area director of Public Relations, director of Public relations, and Public Relations coordinator. We have included the qualifications for the position as well as job functions that always fall into the realm of the public relations professional. There is an additional section for areas that may be asked of the PR director. You should go over this list with your general manager and director of sales and marketing to determine exactly what is expected of you. While it is important to provide lateral service to other departments, be mindful of your primary job duties, and the need to make hotel media relations a priority.

DIRECTOR OF PUBLIC RELATION

Department: Reports to : Sales & Marketing Director of Sales & Marketing

Job Summary: As an integral part of marketing discipline, Public Relations is a strategic function, and encompasses the actions we take to influence our external guests, internal guests, owners, company and community-atlarge. Publicity, promotion and civic involvement are all means to accomplish the goal of enhanced brand and business perception when aligned with marketing objectives, enhanced business. Public relations activities and budget must be integrated into the hotels overall marketing plan and must parallel the primary revenue objectives of the hotel/resort. While usually qualitative as opposed to quantitative, every Public relations action should strive to impact hotels revenue objectives and be directed towards a specific goal. The communications of the Ritz-Carlton Company, LLC philosophy and gold standards must be paramount in all activities and showcase the strength of our brand and enhanced mystique. The Public Relations Directors are the keepers of mystique. To guarantee success in this function, the ideal candidate must have an understanding and familiarity with operating department; an understanding of how to develop and execute strategic media pitches; proven media relationships; strong writing skills and speaking ability; ability to handle multiple priorities and project effectively. The Public Relations Directors should be aware of and actively support corporate campaign and proactively guide and direct efforts that enhance

the companys special promotions and packages, company philosophy/management style-perspectives, and profit-building for the Guidance Team. While not a catch-all of loose ends, this Public Relations practitioner should be a source of ideas management, and must be consulted in decisions relating to the hotels image. In order for this position to function effectively, the execution of advertising, website update and maintenance, collateral development/marketing support materials and direct email should be controlled and driven by each property s Director of Sales and Marketing/General Manager, but Public Relations should be supportive of all projects and always available to offer opinions, creative ideas and insights.

Scope/Business Context/Candidate Profile: Number of Rooms Classification of Units Number of Direct Report; Number of FTEs Annual Project Revenue, Controllable Expenses and Profit Control or Influence of Budget; Budget Size Geography Type of Hotel (resort/city) Other Complexities due to;

Achieving Business Goals: Develop and execute an annual Public Relations plan as an integral part of the hotels marketing plan, based on guidelines presented by the corporate marketing office. Prepare and obtain approval of a Public Relations budget and manage in pursuance of Public Relations campaign. Create and executive innovative Public Relations and publicity programs that will increase revenue and awareness, creating a positive perception of the hotel, its restaurant, services, ladies and gentlemen. Program should address specific needs as outlined in the marketing plan and capitalize on unexpected opportunities as they arise. Ensure that all hotel promotions are in keeping with The RitzCarlton brand image and reflect the highest level of professionalism in content and presentation.

AREA DIRECTOR OF PUBLIC RELATIONS

Department: Reports to : Sales & Marketing Area Director, Sales & Marketing (or DOSM in same Office) with dotted lines to DOSMs & GMs Job Summary: As an integral part of marketing discipline, Public Relations is a strategic function, and encompasses the actions we take to influence our external guests, internal guests, owners, company and community-atlarge. Publicity, promotion and civic involvement are all means to accomplish the goal of enhanced brand and business perception when aligned with marketing objectives, enhanced business.

Public relations activities and budget must be integrated into the hotels overall marketing plan and must parallel the primary revenue objectives of the hotel/resort. While usually qualitative as opposed to quantitative, every Public relations action should strive to impact hotels revenue objectives and be directed towards a specific goal. The communications of the Ritz-Carlton Company, LLC philosophy and gold standards must be paramount in all activities and showcase the strength of our brand and enhanced mystique. The Public Relations Directors are the keepers of mystique. To guarantee success in this function, the ideal candidate must have a solid understanding of the travel industry and hotel operations; strong media relation skills, international and domestic, plus well-established press relationships; excellent written and spoke abilities; budgeting abilities; and outstanding planning skills; crisis communication experience and the ability to successfully multi-task duties while prioritizing property personalities, marketing challenges and management issues at numerous properties simultaneously. The Area Public Relations Director must be able to leverage successes to positively influence clients, owners and associates. In order for this position to function effectively, the Area Public Relations Director needs to be an integral part of planning and guiding advertising campaigns, website enhancements, collateral development and direct mail. The Area Public Relations Director must work in tandem with the Corporate Office and Area Managers to develop and support internal communications and launch Corporate and property campaigns. The Individual must be able to support, balance and direct their properties Director of Sales and Marketing, General Manager and Public Relations Managers/ Coordinators. They must have the ability to mentor and develop all players on their teams.

Scope/ Business Context/Candidate Profile: Number of Rooms Classification of Unit Number of Direct Reports; Number of FTEs Annual Projected Revenue, Controllable Expenses and Profit Control or Influence of Budget; Budget Size Geography Type of hotel (resort/city) Other complexities due to

Achieving Business Goals: Develop and execute an annual Public Relations plan for each property which supports and enhances activities and initiatives outlined in each hotel marketing plan. Ensure synergies are outlined and identified which complement and support Public Relations plans in ones area; all plans must be based on guidelines presented by the corporate marketing office. Prepare and obtain approval of Public Relations budgets and manage in pursuance of Public relations campaigns. In tandem with on-site team, develop and executive innovative Public Relations and publicity programs that will increase revenue and awareness, creating a positive perception of the hotels, restaurants, services, ladies and gentlemen. Program should address specific needs as outlined in the marketing plans and

capitalize on unexpected opportunities as they arise.

 Ensure that all hotel promotions are in keeping with The RitzCarlton brand image and reflect the highest level of professionalism in content and presentation. Embrace projects with a sense of urgency with the utmost attention paid to enhancing and respecting the image of the company.

MANAGER OF PUBLIC RELATIONS

Department: Reports : Sales & Marketing Director, Sales & Marketing

Job Summary: As an integral part of marketing discipline, Public Relations is a strategic function, and encompasses the actions we take to influence our external guests, internal guests, owners, company and community-atlarge. Publicity, promotion and civic involvement are all means to accomplish the goal of enhanced brand and business perception when aligned with marketing objectives, enhanced business. Public relations activities and budget must be integrated into the hotels overall marketing plan and must parallel the primary revenue objectives of the hotel/resort. While usually qualitative as opposed to quantitative, every Public relations action should strive to impact hotels revenue objectives and be directed towards a specific goal. The communications of the Ritz-Carlton Company, LLC philosophy and gold standards must be paramount in all activities and showcase the strength of our brand and

enhanced mystique. The Public Relations Directors are the keepers of mystique. To guarantee success in this function, the ideal candidate must have an understanding of how to develop and execute strategic media pitches; proven media relationships; strong writing skills and speaking ability; ability to handle multiple priorities and project effectively. The Public Relations Directors should be aware of and actively support corporate campaign and proactively guide and direct efforts that enhance the companys special promotions and packages, company philosophy/management style-perspectives, and profit-building for the Guidance Team. While not a catch-all of loose ends, this Public Relations practitioner should be a source of ideas management, and must be consulted in decisions relating to the hotels image. In order for this position to function effectively, the execution of advertising, website update and maintenance, collateral development/marketing support materials and direct email should be controlled and driven by each property s Director of Sales and Marketing/General Manager, but Public Relations should be supportive of all projects and always available to offer opinions, creative ideas and insights.

Scope/Business Context/Candidate Profile: Number of Rooms Classification of Units Number of Direct Report; Number of FTEs Annual Project Revenue, Controllable Expenses and Profit

Control or Influence of Budget; Budget Size Geography Type of Hotel (resort/city) Other Complexities due to;

Achieving Business Goals: Develop annual Public relations plan in tandem with director, sales and marketing which is to serve as an integral part of the hotels marketing plan. Prepare Public Relations budget with director, sales and marketing and manage in pursuance of Public Relation campaign.

Create and executive innovative Public Relations and publicity program that will increase revenue and awareness, creating a positive perception of the hotel, its restaurant, services, ladies and gentlemen. Program should address specific needs as outlined in the marketing plan and capitalize on unexpected opportunities as they arise. Ensure that all hotel promotions are in keeping with The RitzCarlton brand image and reflect the highest level of professionalism in content and presentation.

COORDINATOR OF PUBLIC RELATIONS

Department: Report to : Sales & Marketing PR Director

Job Summary: This role is a support position for the Public Relations department with direct responsibility for the Director of Public Relations. To guarantee success in this function, the ideal candidate must have an understanding and familiarity with operating departments: media relations: internet communications and possess strong writing skills and speaking ability. The person must be unflappable with the ability to handle multiple priorities and projects effectively and on a timely basis. They should be a source of ideas and proactives when it comes to supporting and enhancing the brand.

Scope/Business Context/Candidate Profile: Number of Rooms Classification of Units Number of Direct Report; Number of FTEs Annual Project Revenue, Controllable Expenses and Profit Control or Influence of Budget; Budget Size Geography Type of Hotel (resort/city) Other Complexities due to;

Achieving Business Goals: Support the execution of the annual Public Relations plan and initiate actions to launch initiatives. Track Public Relations budget and understand the impact of revenue in relation to execution of Public Relations campaign. Assist in the development of and execution of Public Relations and publicity program that will increase revenue and awareness, creating a positive perception of the hotel, its restaurant, services, ladies and gentlemen. Program should address specific needs as outlined in the marketing plan and capitalize on unexpected opportunities as they rise. Ensure that all promotion s in the field are in keeping with The Ritz-Carlton brand image and reflect the highest level of professionalism in content and presentation.

Leaderships applies broad business knowledge and balance both a short and long term perspective to generate strategies while leading the organization to achieve them. Make decisions, including employee/team and commits to a course of action with available information. Address conflict in a timely manner. Support hotel team and PR director during all crisis periods. Forwards all media leads to PR Director. Stay abreast of news and share information as appropriate. Maintain professionalism relationships with media and gain cooperation and respect to earn a reputation as a source of reliable, newsworthy information.

 Act as an advisory to management by tracking internal and external attitudes and making Public Relation Director aware of the possible consequences of prospective decisions.

Building Relationships eliminates insular thinking by fostering a positive climate for work relationships and teams committed to achieving organizational goals and initiatives. o Recognize and celebrates team success. o Balance the interest of ones own group with the interests of the organization. o Facilitate a beneficial resolution of team conflict o Use team member diversity to its fullest extent to achieve business success. o Encourage others to share their points of view even if different from his/her own.