From Travel and Tourism Public Relations: An Introductory Guide for Hospitality Managers
Of all the major sectors of travel and tourism, restaurant PR requires some of the most specialized knowledge and language. This, and the fact that nearly half of all new restaurants fail in their first few years and the viability of a restaurant is heavily dependent on the critical reviews it receives, present unique high- risk challenges for the PR practitioner.
In the hotel sector, restaurants are often a necessary amenity but they seldom are big revenue producers. Rarely will you find a hotel restaurant supported by a dedicated restaurant PR practitioner. Instead, an outside PR consultant or agency will most likely be employed. The latter type of PR support is very common for individual, free-standing restaurants especially for the purposes of creating an initial "buzz" or word-of-mouth popularity during a restaurant's first few months of operation.
Different classes of restaurants have different PR audiences, tools, and messages. For example, fast-food chain restaurants have very large, geographically dispersed operations in terms of employees and corporate structure. With greater employee numbers, the chains use the traditional communication tools such as online and printed newsletters, individual recognition programs, and webcasts.
Fast-Food vs. Individual Restaurants
A key audience for chains such as McDonald's is their respective communities. They communicate with their communities through sponsorships of local educational and recreational projects involving neighborhood youths and through participation in other local events. McDonald's "Golden Arches" logo is recognized globally, as is their "spokesclown," Ronald McDonald. One community relations effort that earns them extensive good will is...
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Overview Hotels and lodging establishments such as motels, bed- and-breakfasts (B&Bs), and inns make up one of the most laborintensive sectors of the travel and tourism industry. The primary...
By Vivian A. Deuschl Vice President of Public Relations The Ritz-Carlton Hotel Co. Chevy Chase, Md. A traditional staple of PR practitioners, especially agencies, is the press trip. Properly planned...
