customer service trained and that
your website is kept up to date.”
In the current economic climate
when many businesses will be
looking to shave costs, remember
that when times are tough,
customers turn to companies they
www.travelweekly.co.uk
trust and with which they have had
good relations in the past. A well
thought-out PR strategy will reap
rewards. “It gives you a competitive
edge in the marketplace and will
ultimately boost your bottom line,”
said Mealor. TW
TOP TIPS FOR
AN EFFECTIVE
PR STRATEGY
● When hiring a PR consultant,
use a reputable company that is a
member of the Chartered Institute
of Public Relations – they must
adhere to a professional code of
conduct and standards.
● Another good way to hire a
PR consultant is by personal
recommendation.
● Give the consultant a clear brief
and make sure they know about
your business and its competitors.
● Depending on the size of your
business, when the time is right you
could bring someone in house and
make them a member of your team.
● Remember the travel industry is
people-focused and, with the web,
the news that a customer has been
treated badly can quickly spread
around the globe via the internet.
● Be aware and respond quickly if
you want to avoid bad PR.
November 7 2008 | Travel Weekly | 73
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