After a short period working in Hilton@ Kuching, here come with my second post.
The thing I would like to share is as a PR person, you have to be aware that it is important to maintain a good relationship with local media. The healthy relationship between media allows corporate to enjoy free publicity and always appear in the excellence space in the newspaper.
Hilton has put a lot effort in improving and achieving the superior relationship with local media. For instance, Hilton has invited the reporter from different media to join the Chinese New Year Reunion Dinner food tasting and sending the Chinese New Year goodies as gift before the Chinese New Year.
By doing so, Hilton has gained the free publicity in the next day papers successfully.
The next thing I would like to share is, CSR project is another job that must be handled by PR person in serious. The CSR not only help the organization to achieve the good image and corporate reputation but also it is the kind of return back to the society. Hilton holds the concept of, what we have now is all from our society. Therefore, Hilton has the responsibility to give a hand for those people who need help.
Hilton has organized a lot internal function to raise charity fund.
For example, Hilton starts selling the CNY goodies in the office one week before the CNY.RM2 will be donated to the charity fund once a pack of drinks sold.
The second function held by Hilton is the stair case competition. Hilton has donated all the participation fees to the orphan house. The staircase communications not only offer the help to disadvantage groups in the society but also improve the intercommunication among different departments in the company.
Before end of the post, I am here to greet everyone Happy Chinese New Year!
1 comment:
Hi Vincent,
I am strongly agree with the importance of enhancing the relationship with the media as I experienced the power of media as well during my internship.
The part you mentioned about the efforts made by Hilton Hotel reminds me the hot topic that we used to discuss in class, the ethical dilemmas of a public relations pratitioner. Dinner and goodies sound like a 'bribe' to me. However, considering back the differences of the cultures between countries, it is undeniable that Hilton's method is an effective way to enhance the relationship with the media. Moreover, your pictures of news release explained everything as it has proven that the method does help in generating media coverages. Anyway, thanks for sharing!
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