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How a stupid mistake makes great Public Relations

venice crowne plaza hotel
©IHG
I have never been to Venice (at least, not yet...) and I'd never heard of the Crowne Plaza hotel there. Not until now that is. And the fact that I am now aware of it is a good example of how online communication has a profound effect on Public Relations. Somebody in their organisation made a silly mistake. A mistake that has huge (financial) consequences for the hotel, very negative on the first impression, but possibly great consequences in the long run. Read on to see how and what:

Public Relations 101 - customer service

call centreWhen you want to buy a new product or service, you usually do some research first. The more expensive the product, or the longer term the service, the more research you are likely to do. This "research" is of course influenced by various factors, many of which are of a psychological nature. And not all are rational. But it does usually involve one thing: you consult people you trust that have either first-hand experience with the product, service and the company or are considered an "authority" on the subject. The main element however is that you trust these people.