Carla Rinaldi, Associate Director
What does it take to effectively ‘PR’ a hospitality business – whether it’s an historic hotel, a new restaurant, or an entire portfolio?
It goes without saying that the ‘bells and whistles’ often associated with hospitality PR – the fancy events, fam trips, influencer engagement, and stunningly curated social visuals – all have their place. And, having worked on comms and PR in this specific industry for longer than I’d care to admit, I – like many of my Clark colleagues – am the first to jump at the chance to execute these kinds of activities.
But as I’ve gained more experience, I’ve become a firm believer that there are two things you simply cannot beat when it comes to a well-rounded hospitality comms strategy: a forensic knowledge of the industry itself, and contextual understanding of how the industry works within the wider economy and current climate at any given time.
The former really goes without saying, starting with a lot of research and developing naturally over time spend working with a variety of hospitality clients.
The latter comes from stepping outside of the industry echo-chamber, by looking to incorporate knowledge gained working with clients who have complementary specialisms that help us understand the bigger picture. It’s something that’s at the forefront of what we do at Clark to bring real value to clients through broad, strategic thinking.
We use our strong B2B grounding to help ourselves help clients. We take the time to join the dots across sectors, providing clarity around potential challenges, opportunities and pain points that can ultimately help shape hospitality comms strategies that tackle issues head-on and leverage opportunities.
Since joining Clark I’ve regained my B2B focus on industries I’ve worked on over the years – including professional services, legal, trade and marketing bodies and even transport providers. It has opened my mind to alternative topics, talking points and angles that could help hoteliers, restaurateurs and management companies differentiate themselves and stand out from the crowd – with credibility.
Yes, it’s amazing to represent a big-name brand, and to be able to show off stunning spas, restaurants and hotel room facilities. But people are the heart of hospitality – and nothing beats a solid reputation built on the expertise and several safe pairs of hands. And showcasing that expertise in a genuine, authentic way using cross-sector experience is exactly why Clark’s approach delivers fantastic results.
Being armed with the knowledge on exactly how legislative changes (like Skilled Sponsor Licences and the upcoming Employment Rights Bill), for example, could impact hospitality sector businesses really gives an edge when it comes to creating – and curating – our clients’ messaging. And it’s how team Clark applies the knowledge that makes our approach stand out from the crowd.
Because as much as I love ‘selling’ a five-star experience – whether it’s a fantastic meal or an outstanding spa trip – I also value being able to help my clients’ chefs talk about the produce behind their menus; their general managers talk about the skills needed to help the industry survive; and their CEOs and MDs talk industry-wide legislative and policy impact.
Yes, hospitality is all about style (and Clark still has that in spades). But when you strip it back, it’s the substance that makes all the difference when it comes to comms, and it’s something we’re always more than happy to share. So, if you’re in hospitality and want to gain that ‘edge’, check in with us for a chat about it.