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August 27, 2007

Comments

Nathan

I think the resource issue is really interesting.

Theoretically monitoring consumer reviews should be up to your PR department or agency, just like it monitors coverage in the traditional media.

But PRs aren't always best placed to respond to situation-specific complaints. Unless you're a very small or uncommonly well integrated operation, PRs aren't going to know why room seven wasn't ready when Mr. Smith arrived to check in. Which is the sort of thing 99% of consumer reviews discuss.

And if PRs have to go back to front-of-house staff to formulate a response to every complaint, it slows down a process that should be happening very fast, especially if the PR dept/agency is dealing with a large portfolio of properties.

I think you'll see small, independent companies getting to grips with this far quicker than the big multinational brands.

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