Public Agent Hotel
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Public Agent Hotel
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While the public only sees the front desk and service personnel in a hotel, entire public relations and marketing teams work behind the scenes to make sure the hotel is presented in its best light at all times. The person who organizes and carries out many of the details is the public relations coordinator. Working both internally with other departments, and externally through the media, the coordinator helps the PR director highlight the hotel's positive news.
The public relations coordinator keeps photos, releases and other materials on file for publicity. He maintains the PR calendar and keeps everyone in the department advised of meetings and activities. At the request of the PR director, the coordinator schedules internal meetings and invites attendees -- such as planning meetings between the public relations and marketing departments. He also attends and contributes to the meetings with creative ideas for planning an event.
Distributing press releases, event invitations or requested photos, brochures or other materials is a responsibility of the public relations coordinator. As he gains experience, he may be asked to update, edit and even write these materials. He keeps a file of all press releases, tracks invitation RSVPs and follows up with people to make sure their materials were received. It's the coordinator's job to make it easy for the media, meeting planners and others to communicate with the hotel.
It's essential to have an active list of media representatives who need to be informed of the hotel's news and events, whether they've refurbished guest rooms, hired a new chef or are hosting a national convention. The coordinator makes sure the media list is up-to-date, as people move around quickly in such jobs. In addition, the coordinator regularly pitches story ideas to them to keep the hotel in the news, arranges press interviews and responds to requests from the press. He must be adept at using Facebook, Twitter and any and all of the newest social media used by the hotel's target audience.
Perhaps the hotel is hosting meeting planners for a weekend to encourage them to book conferences at the hotel. The coordinator may be asked to help with arrangements, inviting guests and announcing it to the media through press releases. He's often on-site for the event, which sometimes requires working evenings and weekends, even outdoors. Events held at the hotel, but sponsored by an outside organization, may also warrant press coverage if it's prestigious, ground-breaking or noteworthy -- if a group of senators is meeting at the hotel, for example, or an ethnic group is hosting a festival -- and the coordinator will assist the PR director with that coverage.
Hotels expect their PR coordinators to have a bachelor's degree in public relations, communications, journalism or another business field. Preferred candidates have some experience -- even as little as six months as an intern -- in the hospitality field. Fluency in a second language, especially Spanish, can be a plus in some areas. Public relations coordinators need to be outgoing, with good interpersonal skills, for working with both internal staff and the media. They should enjoy a fast-paced environment and thrive under what can be stressful situations. Successful PR coordinators work well independently but are good team players, too.
Barbara Bean-Mellinger is an award-winning writer in the Washington, DC area. She writes nationally for newspapers, magazines and websites on topics including careers, education, women, marketing, advertising and more. She holds a Bachelor of Science from the University of Pittsburgh.
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