To say things have changed over the last year would be such an understatement. The way people shop, work, go to school, travel, and go about their everyday life has evolved dramatically. While we’re navigating the travel and hospitality industry’s ‘new normal’, it’s important to reflect on what we’ve learned and better understand what changes are here to stay when it comes to consumer behavior. As we focus on reopening and improving how we do things, now is the perfect time to review and revise your PR strategy! Here’s why…
- You need to have a Plan B (and a Plan C). Best-case scenarios are great, but as we’ve learned through 2020 and even into 2021, backup plans and knowing what to do when things don’t go as planned is imperative. Now is the time to update and improve your PR plan, including your communication plan and crisis management template, based on all that you’ve learned lately. Too many hotels and hospitality businesses were caught off guard when lockdowns were put in place or recommendations changed. You’ll want to be prepared to go into a business continuity plan or have contingency options ready and waiting.
- Rediscover your target audiences. As noted, consumer behavior has changed dramatically over the last year and a half, you can’t market to your target audiences the same way you were before COVID hit. Define who it is you want to attract, and learn more about how their marketing preferences and buying journey have changed so you can map out the best ways to reach them.
- You should tap into the collective emotions. We’ve been missing travel and the connections that come along with it for so long. Your PR plan should reflect the emotions your target audiences are going through, and speak to them. Some travelers are still nervous about getting out and about, how will your communication strategy help them overcome their stress? Some travelers have had their bags packed for months and can’t wait to visit you again. An updated PR plan can help you reach them and let them know you’re just as excited to see them!
- Embrace the positive changes. From your new cleaning protocols to grab-and-go dining to well-stocked sanitation stations, keep the positive changes happening at your place of business. Take a hard look at what’s working well, and embrace those changes. You’ll want to communicate to your guests that you are continuing to do what’s right when it comes to keeping them and your staff healthy, so these message points should be included in your updated PR plan.
- Let your brand image evolve. We’ve learned so much since the start of the COVID-19 pandemic, now is the time to let those lessons guide your branding and PR plan. Take the chance now to freshen things up, invest in your brand and come up with the next best steps for reaching your audiences and welcoming them to your business. People are looking to connect now more than ever before, make sure you’ve got an updated PR plan in place so you’re giving them all the best reasons to book with you!
Overall, it’s important that you are addressing the concerns and questions that people have as travel opens back up. Now is the time to really invest in what’s next by boosting the reputation of your brand and helping establish stronger connections and better brand awareness.
If you need help crafting the right PR plan for your business, contact us so that we can help you to set up a plan that will help you to move forward!