Public Relation - Hilton Hotels
Public Relations and Society | Assignment 1 | PR strategy of Hilton Hotels and Resorts | | | |
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Module: BUSM 3071
Student no: 10010616
Module Leader: Christian Schnee
Date: 19/11/2012
Hilton Worldwide is one of the world’s largest hotel companies, which operate more than 3,700 hotels around the globe. The company’s flagship brand, Hilton Hotels and Resorts, has more than 540 properties in 78 countries across six continents. The Company stands as the stylish, innovative leader in the full service segment. As a part of the company’s vision, to stay the leader in the hospitality industry, Hilton Hotels and Resorts is seeking to establish better communication between the company and its publics. Hotel public relations include activities such as press relations, special events planning, newsletters, community relations and many more. Being a global company their main PR function is to focus on “media relations and brand reputation” says John Forrest Ales, Senior Director for global brand PR at Hilton Hotels and Resorts (Ciarallo, 2009).
In order to this, with the help of Covalent logic which is an integrated communications firm which providing design, programming and strategy for business and government, Hilton Global Brand Public Relations created the Hilton Global Media Center (HGMC), the hotel industry’s first-ever online media center, and the company’s premier comprehensive online resource for media (Bucci, 2011).
The best way to describe this process is gatekeeping theory. In human communication, gatekeeping is the progress through which ideas and information are filtered for publication. The internal decision making progress of relaying or withholding information from the media to the masses (Cassidy, 2006).
According to John Forrest Ales, HGMC is one central collection point for reporters to find everything they need, including: access to company releases, photographs and videos, brand fact sheet and history of Hilton Hotels and Resorts, media
|
Module: BUSM 3071
Student no: 10010616
Module Leader: Christian Schnee
Date: 19/11/2012
Hilton Worldwide is one of the world’s largest hotel companies, which operate more than 3,700 hotels around the globe. The company’s flagship brand, Hilton Hotels and Resorts, has more than 540 properties in 78 countries across six continents. The Company stands as the stylish, innovative leader in the full service segment. As a part of the company’s vision, to stay the leader in the hospitality industry, Hilton Hotels and Resorts is seeking to establish better communication between the company and its publics. Hotel public relations include activities such as press relations, special events planning, newsletters, community relations and many more. Being a global company their main PR function is to focus on “media relations and brand reputation” says John Forrest Ales, Senior Director for global brand PR at Hilton Hotels and Resorts (Ciarallo, 2009).
In order to this, with the help of Covalent logic which is an integrated communications firm which providing design, programming and strategy for business and government, Hilton Global Brand Public Relations created the Hilton Global Media Center (HGMC), the hotel industry’s first-ever online media center, and the company’s premier comprehensive online resource for media (Bucci, 2011).
The best way to describe this process is gatekeeping theory. In human communication, gatekeeping is the progress through which ideas and information are filtered for publication. The internal decision making progress of relaying or withholding information from the media to the masses (Cassidy, 2006).
According to John Forrest Ales, HGMC is one central collection point for reporters to find everything they need, including: access to company releases, photographs and videos, brand fact sheet and history of Hilton Hotels and Resorts, media
References: Cassidy, W.P. (2006) Gatekeeping Similar For Online, Print Journalists. Newspaper Research Journal. 27 (2), 6-18. Ciarallo, J. (2009) Hilton Hotels PR Up for Review. PRNewser [Online]Available from: https://www.mediabistro.com/prnewser/hilton-hotels-pr-up-for-review_b2654 [Accessed 15th November 2012]. Doorley, J. & Garcia, H.F. (2010) Reputation Management. Reputation Management: The Key to Successful Public Relations and Corporate Communication. 2nd Edition. Routledge. Ledingham, J.A & Bruning S.D. (2000) Public Relations as Relationship management: A Relational Approach to the Study and Practice of Public Relations. United States of America, Lawrence Erlbaum Associates. Phillips, D. (2006) Towards relationship management: Public relations at the core of organisational development. Journal of Communication Management, 10 (2), 211-226. Ruth-McSwain, A. (2011) Gatekeeper or Peacekeeper: The Decision-Making Authority of Public Relations Prectitioners. Public Relations Journal, 5 (1). University of Washington (2009) Customers Really Matter. [Online] Available from: http://faculty.washington.edu/rfish/is300/present/is300f_hilton.pdf [Accessed 17th November 2012].