TABLE OF CONTENTS One PR tool that is fundamental today for all practitioners at hotels and even the smallest lodging establishments is the Web site. Most establishments' sites primarily feature sales and marketing information aimed at online reservations by customers. But PR practitioners also have the responsibility of making sure these sites are "press-friendly."
For example, every site home page should have a "press center" option that at the minimum includes PR press contacts and information similar to the contents of a press kit, such as a company profile or fact sheet, biographies of key executives and staff, a brief historical synopsis, copies of the most recent news releases issued, and a file of available photos, with captions, that can be easily downloaded. Web sites today are also vital during crisis communication situations. (See Sidebar 2-1, "Press-Friendly Web Sites.")
"B-roll" is another essential tool that all hotel practitioners should be prepared to furnish to visual media outlets on short notice. This is basically raw, unedited videotape footage of different aspects of your property. It must be professionally shot to ensure usage. You can accompany the footage with a suggested script but TV stations must be allowed to do their own "voice-over." Local TV camera crews will sometimes agree to "trade out" B-roll for rooms. (See Sidebar 2-4, "B-Roll: An Essential, Cost-Effective PR Tool in the Travel Biz.")
