• Author / Uploaded
• Ravindu Jayasekara

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• Relaciones públicas
• Marca
• Redes sociales y digitales
• Redes sociales
• Medios de comunicación en masa

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Communication and Public Relations

Table of Contents 1. Introduction ............................................................................................................................ 3 2. Corporate communication and public relations strategy ....................................................... 4 2.1 Importance of corporate communication and public relations ........................................ 4 2.2 Corporate Communications ............................................................................................. 4 2.3 Media Relations ............................................................................................................... 5 2.4. Community Relations ..................................................................................................... 6 2.5. Crisis Management ......................................................................................................... 6 2.6. Events Management ........................................................................................................ 6 3. Roles and functions of corporate communication and public relations ................................. 7 4. Discussion .............................................................................................................................. 8 5. Conclusion ............................................................................................................................. 8

1. Introduction Jumeirah Hotels and Resorts can be identified as a worldwide luxury hotel company which is a well-established multinational company. Over the past two decades, Jumeirah has greatly affected global hospitality market. Today this company has started their services in many countries which are having a high tourist attraction. Jumeirah Hotels and Resorts has done some major changes in the hospitality market by setting a new definition to luxury hotels. In present Jumeirah is operating over 24 properties in eight countries. In Maldives also they have their hotels and resorts. Their chain of companies has grown rapidly over the past decades. Now Jumeirah has offered job opportunities to 13500 employees from over 140 nationalities. When studying about the development that Jumeirah had over the past years it is clearly noticeable that their Human Resource Management has played a vital role in this voyage. As the hospitality market is dealing with the needs of people human resource management should be excellent. Public relations and corporate communication is a major topic that influences the effectiveness of human resource management immensely. Corporate communication and public relations have many similarities but there is a difference between the audiences that have being addressed in these two fields. In corporate communication the company uses various functions to inform, educate and engage their employees and customers of the company. Jumeirah has their own strategies to maintain the corporate communication very healthy. Public relations are also about a method of communication. It consists of employee massaging, government relations, marketing & investor relations and media relations. To achieve their goals Jumeirah is using various strategies in public relations as their market is influence by various sectors in the society. In this report, the strategies used by Jumeirah Hotel & Resorts in the field of corporate communication and public relations. As Jumeirah is a leading multinational company who is handling a big crowd of customers who have various differences this analysis is much important. This can give a better idea of using corporate communication and public relations strategies in an effective manner.

2. Corporate communication and public relations strategy 2.1 Importance of corporate communication and public relations Why a company like Jumeirah need a public relations strategy? It is the first questing arising when analyzing their public relations strategy. Jumeirah has paid their attention on how public see their brand. The view of public towards their name, service and products. Based on these three main sectors public relations strategy has being developed. Public relations strategy is used to raise their authority by Jumeirah. They have built the relationships with their clients, relevant authorities, government through their PR strategy. So the importance of marinating a healthy PR strategy is very high. Jumeirah has achieved a greater reputation in their hospitality market with the help of the strategy for public relations that they are following. Mainly the significance of Jumeirah’s PR strategy can be listed in several fields. I. Becoming a brand II. Controlling the damage III. Social networking IV. Staying visible V. Building partnerships There is no doubt that Jumeirah has become a well know popular brand in hospitality market. First goal of their strategy is already achieved. Jumeirah is using their strategies to control if there is any damage happens to the brand of the company. They are maintaining a health social network which can be used to promote their name. One of their targets is building up healthy partnerships with the individuals in their field. In the PR strategy that Jumeirah is practicing, they have concerned five major aspects. 1. Corporate communications 2. Media relations 3. Community relations 4. Crisis Management 5. Events management

2.2 Corporate Communications This the backbone of the public relations of Jumeirah Hotels and Resorts. They have paid much more attention on this section. Their strategies are continuously updating according to the changes in the system. Main steps of their strategy in corporate communication can be identified as followings.

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Interviewing the executive and identifying their goals - Here the directors of the company gets the ideas from executives that what are changes to be happened in Jumeirah in order to achieve their goals. In the same way the company is conveying the goals and the targets they are expecting from those executives

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Conducting employees surveys -

This system is used by Jumeirah to get the ideas of employees. As there are employees belong to various nationalities around the world, Jumeirah considered these ideas can be effectively used for their goals

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Reviewing customers -

Jumeirah is using a very effective mechanism in taking the feed backs from their customers. They are using digital feedback systems in their premises. And through online tools also they are receiving the feedbacks and reviews of their customers.

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Effective Communication methods -

Jumeirah is currently using a communication system that addresses the employees at every level and all of their customers. They are effectively using large scale TV screens to convey their messages to the customers. In their hotels there are small decorative ornaments which carries a message to their message. They are having press conferences, meetings, seminars for their employees. They messaged are passed very effectively from bottom level to the top level.

2.3 Media Relations Jumeirah has maintained a healthy relationship with the press. In their strategic plan they are following several which have being used to achieve the success. They are continuously collecting their news and news related to them. They have developed separate media kits for them. It consists of their videos, achievements etc. Jumeirah has a separate time table allocated for their media relations. They kept informed media in advance about their media releases The management level of the Jumeirah keep continuous media conferences and inform about their new changes.

2.4. Community Relations Jumeirah consider their business as a member in the community as community relationships can establish the business presence. They are using a research based analysis to study about the community needs. After identifying the needs they develop their programs to address those problems effectively. Jumeirah is currently involved in various community programs. They are focusing economic growth, education, health and safety, environment. They have done several projects like water supply schemes, donations for education, organizing health camps, sponsoring sportsmen who are economically down, and campaigns for cleaning beaches.

2.5. Crisis Management As a leading hotel company Jumeirah has several plans to be executed if there is any unexpected situation which affects the business. They have built a strong internal and external communication system that can be used in this type of situations. And they have set the plans to take care of the security of their employees in every aspects if such situation happened, When designing their infrastructures also they have planned to go through the unexpected situations successfully. 2.6. Events Management Events organized by Jumeirah has become a great marketing tool for them. Annually they are having a well-planned events calendar which can enhance their reputation and image within the society. They are sponsoring and organizing numerous kind of conferences in their hotels. Most of these conferences are on the trending topics in the world at that time. As examples, global warming, leading innovations, World’s peace can be identified. In the annual event calendar Jumeirah has allocated more time for events that improve and develop the tourism in countries where their hotels and resorts are located. These series of events has considered as one of the major attraction for hotels and resorts in Jumeirah group.

3. Roles and functions of corporate communication and public relations Several roles and functions that the corporate communication and public relations strategy of Jumeirah plays can be identified in the study. Some of them are listed below. 1) Creating and enhancing the brand name of Jumeirah. As tourism has become a leading aspect in worldwide the brand name of Jumeirah has the responsibility of attracting more customers to their hotels and resorts. In this case PR strategy has helped the company immensely. As their brand name is very much popular many customers tend to get their service. The healthy PR strategy that Jumeirah having offers a well rated service to the customers. It has increase the reliability authority of the company helping to enhance the brand name. 2) Controlling the damage happened at unexpected situations. Apart from developing and enhancing the brand name of the company PR strategy plays an important role at the crisis times. As an example we can consider a false news which makes a bad and unpleasant image about the company, spread in the field. So if the public relations are strong the situation can be controlled successfully without having any harm to the brand name. A one media conference would be enough to make the rumors and the bad news are false. As the company has already built a healthy relationship with their clients, investors the damage won’t be severe and can be controlled easily. 3) Enhancing the social media network around the company As Jumeirah is related to tourism social media can play a vital role in attracting customers to the hotels and resorts. Because in present there is a huge rise in use of social media and more people are tending to use social media such as Facebook, Instagram to meet their requirements, especially in tourism. As a strategy in PR planning Jumeirah is using social media effectively to communicate their messages. Especially the offers they have for customers and their new facilities. It attracts more customers to the hotels and resorts. The company has identified that if social media networking is not included in their PR strategy they will lose at least 25% of their sales in present days. 4) Visibility to the customers Jumeirah is effectively using their public relations to communicate the customers that they exist. Using the system they have developed, the company always keep their customers in the track. They continuously inform the customers about their updates, current activities, future plans. It has become a major reasons that customers keep their trust on Jumeirah.

5) Building relationships As tourism is a field where numerous kind of sectors have to deal together, hotels and resorts have to build a healthy relationship among the other sector. These sectors are actually interdependent. Because of the healthy PR strategy that Jumeirah has, the company has been able to build up strong partnerships between the other sectors which have the direct impact on hotel industry. They ate always increasing the number of connections they have around, and maintaining and enhancing the strength of those partnerships.

4. Discussion As a leading hotel company Jumeirah has used their corporate communication and public relations planning for their development. There are several precious steps that the company has taken in order to make their strategy a success. Especially the use of PR to enhance their brand name can be identified. Today Jumeirah has become a leading brand name in tourism industry. One of other special steps is the use of communication media effectively to convey the messages from top level to the bottom level. They have a strong communication system with their customers. At their premises Jumeirah has used the best outcome of the digital communication media. Their activities and updates are conveyed through social media to the customers. They have effectively used the public relations to control the damages happening to the company in unexpected situations.

5. Conclusion From the analysis done regarding Jumeirah Hotels & Resorts it is clearly concluded that use of corporate communication and public relations strategy is very much effective. They have achieved their targets by the successful use of their public relations. Effective use of public relations strategy has assisted to maintain the brand name of Jumeirah. By playing a vital role in the company structure it has maintained the company image in a higher level.