hilton hotels corporation internal communications© project by george s. mcquade iii
DESCRIPTION
An Employees Comunications© Project presented to the Hilton Hotels Corporation in Beverly Hills to help launch a national “Be Hospitable & Diverse” campaign.TRANSCRIPT
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™