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酒店形象公关关系的重要作用有哪些?

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来源:【人和时代·中国】酒店vi设计公司 发布时间:2012-06-13 11:07:33 查看次数:

酒店形象公关关系的重要作用有哪些?
    酒店公关关系是酒店为了自身的发展创造良好的社会关系环境,运用信息传播手段,与公众建立起相互理解和信赖的关系,树立良好的企业形象和信誉,以促进酒店发展所采取的一系列决策和行为。
    酒店公共关系的主要对象是公众,公众包括内部公众和外部公众两方面。内部公众是指员工和股东;外部公众包括顾客、社区公众、媒介、政府机构、协助者和同行等。
    酒店公共关系工作的主要内容就是加强沟通协调,在公众心中树立酒店良好形象,建立相互了解和信赖的内部关系和外部关系,为酒店经营创造良好的社会关系环境。酒店公关的主要手段是信息沟通,充分利用大众传播媒体,建立酒店与外部的双向信息沟通网络:一方面对外宣传,使公众认识、了解自己,另一方面听取舆论意见,以改进完善自身的管理,使酒店及产品符合公众利益。
1.酒店公共关系的作用
   (1)提高酒店知名度
    酒店的知名度是酒店被公众知道的、了解的程度,是评价名气大小的客观尺度。充分发挥公共关系的作用,能提高酒店的知名度,让公众了解酒店,知道酒店,扩大酒店的影响。
   (2)树立和发展酒店良好形象
    酒店的企业形象设计是社会公众包括酒店员工心目中对酒店整体的评价。酒店良好的形象设计是吸引客人的重要因素。公共关系的根本目的就是通过细致、系统的工作,树立与发展酒店的良好形象,以取得公众的信任和支持。为此,酒店应组织人员经常进行市场调查,了解酒店形象在公众心目中的变化,分析公众的心理及其变化趋势,及时调整公关策略,使酒店的发展趋势与公众意向相吻合,让酒店良好的形象在公众的心目中经久不衰。
   (3)为决策提供信息,确保决策实施
    酒店决策是一个系统工程,公共关系在决策中发挥着重要作用,为决策的准确制定提供各种信息,公共关系影响着酒店决策的实施。酒店每一项决策的实施并不是酒店组织孤立的行为,它需要得到内外部公众广泛的理解和支持,需要引导他们在不同层次上以不同形式参与到实施决策的行动中来。因此,酒店公共关系活动是酒店能否有效实施决策的关键因素。
   (4)增强酒店凝聚力,以培养员工的归属感
    通过举办各种活动,在酒店内营造家庭的氛围:
    经常召开员工会议,通报近期工作情况,让员工能参与酒店重大决策;
    设立意见箱,让员工畅所欲言,并对员工的意见及时答复;
    节日尤其是酒店周年庆典时,举办员工聚会;
    邀请员工家属来酒店参观,联欢;
    举办郊游、体育比赛、娱乐活动;
    举办员工生日晚会;
    出版内部刊物。
What are the important role of the image of the hotel public relations?
    Hotel public relations hotel to create a good social relations for their own development, the use of means of information dissemination to establish a relationship of mutual understanding and trust with the public, establish a good corporate image and credibility in order to promote a series of decisions taken by the hotel development and behavior.
    The main target of the hotel public relations public, the public, including both internal public and external public. The internal public employees and shareholders; external public, including customers, community public, media, government agencies, facilitators and peers, etc..
    Hotel public relations work is to strengthen communication and coordination in the public mind to establish a good image of the hotel, the establishment of mutual understanding and trust of internal relations and external relations for the hotel business to create a good social relations. Hotel PR primary means of communication of information, make full use of the mass media, the establishment of the hotel with an external two-way information communication networks: on the one hand the outreach, public awareness and understanding of their other hand to listen to the views of public opinion, to improve to improve their own management , making the hotel and in the public interest.
A. Hotel public relations role
   (1) improve the visibility of the hotel
    The popularity of the hotel the hotel was known to the public, to understand the extent of the objective measures for evaluation of known size. Give full play to the role of public relations, to improve the visibility of the hotel, and the public about the hotel, to know the hotel, and to expand the impact of the hotel.
   (2) to establish and develop a good image of hotel
    The hotel's corporate image design is by society, including the eyes of the hotel staff on hotel overall. Hotel good image design is an important factor in attracting guests. The fundamental purpose of public relations is through meticulous system of work, establish and develop a good image of the hotel in order to obtain the public's trust and support. To this end, the hotel should be organized staff often conduct market research to understand the changes in the public mind, the image of the hotel analysis of psychological and trends of the public, timely adjustment of the public relations strategy, the hotel development trend is consistent with the public intention, good hotel the image of enduring in the public mind.
   (3) provide information for decision-making to ensure that decision-making implementation
    The hotel decision-making is a systematic project, in decision-making, public relations play an important role in all kinds of information for the accurate formulation of the decision-making, public relations impact the implementation of the decision-making of the hotel. Hotel each of the implementation of the decision-making is not a hotel organizes an isolated act, it needs to get inside and outside the broad public understanding and support, you need to guide them in different forms at different levels to participate in the implementation of the decision-making action. Therefore, the hotel's public relations activities of the hotel whether the effective implementation of the decision-making factors.
   (4) to enhance the hotel cohesion in order to cultivate their sense of belonging
    Organize various activities, to create a family atmosphere in the hotel:
    Often held a staff meeting, informed of the recent work, so that employees can participate in the hotel a major decision;
    Set up a suggestion box for employees to speak their minds, and the views of staff in a timely manner reply;
    The festival is especially hotel anniversary celebration, organize staff meetings;
    Invite family members of staff to the hotel to visit, get-together;
    Organized outings, sports competitions and recreational activities;
    Organize staff birthday party;
    Published in internal publications.
 

 

(版权所有:转载请注明来源于【人和时代·中国】 http://www.hotelcis.com 作者:先锋)


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