Hilton Hotels CorporationHilton Hotels Corporation“Be Hospitable & Culturally “Be Hospitable & Culturally

Diverse”Diverse”

Presented byMAYO Communications™

Award-Winning Award-Winning Public RelationsPublic Relations

““We don’t guarantee media, We don’t guarantee media, we just get it!”we just get it!”

www.MayoPR.com www.MayoPR.com

Los Angeles – NY – San DiegoLos Angeles – NY – San Diego

100 % WMBE Registered with LA County – Since 1995 2003-2005 Best media placement-print,” said PRSA Award-winning employee communications Crisis communications, image rebuilding, outreach proactive minority media relations

About MAYO About MAYO CommunicationsCommunications

Los Angeles

San Diego New York

Aida MayoAida Mayo President

• 10 yrs. managing public relations and public affairs campaigns.

• Strong multimedia, minority media relations and legal communications skills.

Dan LaiDan LaiSenior Account Exec.

• 10 years award-winning writing and social cause and issues PR.

• Outstanding diversity issues, life sciences, corporate and governmental affairs experience.

Campaign Project Campaign Project ManagementManagement

George S. Mc Quade IIIGeorge S. Mc Quade III Exec. Vice President

• Former print/radio/TV newsman (15 years)

• Extensive PR, Gov. and Corp. Comm. experience (10 years)

MAYO produces award-winning programs:

•Wal-Mart - Superstores

•MTA

•Alameda Corridor East

•Hosp. Assn. of SoCal

•Gas Co. Supplier Diversity

•LAEDC & WTCA LA/LB

•California Chamber of Commerce

•Counterterrorism Expert

Elsa Lee (WMBE DVBE)

Award Winning Creative Award Winning Creative Team…Team…

When the stakes are high, clients call upon The MAYO…

There is noalternative to a

successful campaign.

There is noalternative to a

successful campaign.

The 10-day LA and Long Beach Ports Lockout

Wal-Mart SuperstoresImpact

Overview

33TACTICS

11RESEARCH 22STRATEGY

Campaign BuilderCampaign Builder sets up a two-way, custom-tailored

communications between the MAYO’s client and the target audiences

Tactics: Theme Builder

Tactics: Campaign Builder

A Franchise Dev. Diversity Outreach & Mentoring program –Career Fair Day

MAYO’s programs are designed to fit each client’s specific needs

A program that captures the minds and hearts of minority suppliers, employees & media

Potential target audiences include:

Campaign Builder can identify them and build a communications bridge

Hilton and Family of Hotels

•Minority Media•Suppliers/Vendors•Minority Organizations•Top Managers•Employees

Tactics: Campaign Builder

Tactics: Proactive Media Relations Branding Hilton Hospitality With Diversity:

Message Development

• Media Kit:

• Create media kits for main stream and minority media outlets in Hilton and family of hotels area

• Media Relations:• Developing stories: Focus on how Hilton helps in

quality of life and diversity workplace issues

• Survey Media• Survey the media’s knowledge of your

industry issues

•Launch “Media Tours”• Media Event: Create a high-impact media

event - a One Day Diversity Fair, good speakers and secure diversity initiatives coverage

• Corporate Partners: Develop partnerships with sponsor or supporters like ADL, SoCalGas Co. and SCMBOD, Hispanic and Asian organizations (chambers) for franchise buzz

•Education Kit: Inspire local schools - poster contests -select nonprofit for tours that lead to powerful mentoring programs – invite minority media

Tactics: Pilot Program

Post-Launch:• Monthly Newsletter

• Create and distribute a monthly newsletter with stories about the success of the diversity initiatives programs

• Media Hotline• Media Hotline / Employee Grapevine – phone line

used for promoting diversity media eventsand ongoing programs

• Industry Experts• Register industry experts online with media

• Check editorial calendars and radio/TV talk shows

• Awards• Submit your work for diversity industry awards

• Announce awards and ceremonies

• Employee diversity awards luncheon (quarterly)

• Media diversity awards (annually)

Tactics: Pilot Program

Promoting Hilton Diversity Success: Corporate Minority Media Relations:

• Bimonthly news releases on thesuccess of client’s Program

• Target minority editors/writers, publications and industry trades

• Target industry publications in the Hilton and family of hotels area (also send releases on employees to hometown papers)

Tactics: Pilot Program

Tactics: Minority Media Relations Campaign

• Editorial Board Meetings: Schedule meetings with client representatives and editors at key publications.

• Opinion-Editorials: Work with business partners to place op-eds in key publications

• Letters-to-the-Editor: Work with partners in the writing and placement of letters-to-the-editor

• Hilton Hotels Corp. Diversity News Tipsheet: General feature stories - upcoming events

Hilton Hotels CorporationHilton Hotels Corporation“Be Hospitable & Culturally “Be Hospitable & Culturally

Diverse”Diverse”

Presented byMAYO Communications™