Katie Heaton, Radisson Blu and Park Inn Abu Dhabi, Yas Island’s new marketing and PR manager talks to Hotelier about new challenges, the importance of the internet and the best thing about being a hotel PR

How did you begin your career in PR?
I graduated with a degree in Journalism from John Moores University in Liverpool UK in 2009. During my time in education I worked for a number of PR agencies in the North West of England gaining valuable experience, which meant that when I graduated I was able to start work straightaway for a full service marketing communications agency as PR executive.

Most of my clients were consumer based — including a number of hotels, bars and restaurants — and this really inspired me to pursue a career in the hospitality industry. After one year I was promoted to a senior executive and worked in that role until moving to the UAE three months ago.

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What is the most important part of a hotel PR’s job?
The most important part of my role at Radisson Blu and Park Inn is making sure that both brands are constantly present in the minds of our customers, and that they trust us and feel positive about both brands.

What are the key issues in hotel-based PR today?
In recent years online PR has become really important, many consumers are now getting a lot of their travel and hotel information from the internet, and therefore it is important that as a brand we are working hard to increase our online presence without forgetting about the more traditional PR methods.

In the travel industry it is particularly important to be present online, because customer service is right at the top of our list of priorities so we need to be where our consumers are.

What are your immediate and long term plans in your new role?
I am really excited about starting out in the Middle East, working for such a respected brand and I expect that I will learn a lot during my stay here — as I already have in only a short time.

As Park Inn Abu Dhabi, Yas Island is the first of its kind in the UAE, I feel very proud to be a part of a team that has the opportunity to really establish a brand presence in the region. I hope I can play a part in moving the hotels forward and helping the brand grow and become even more recognised across the world.

How does working for an international hotel chain differ from other types of PR?
One of the greatest things about working for an international hotel chain is the variety of people you meet and speak to every day, and the cultural education that brings. It is a challenge to adapt to working with people from different backgrounds, often in different time zones, but it is something that I really embrace.

How important are brand standards to hotel PRs?
In PR you’re often on the front line as much as you would be at the front desk, so you really do need to embody the brand standards in everything you write, everything you do and everyone you meet. Our brand standards are what Rezidor Hotel Group prides itself on.

When you walk into a Radisson Blu Hotel anywhere in the world you know you can expect five-star service. Similarly, we have implemented our 100% guest satisfaction guarantee, super breakfast and free wireless internet in all our Radisson Blu hotels across the world.

Both brands embody the famous ‘Yes I Can!’ spirit — it is infectious and something that sets us apart from everyone else.

What are the key attributes a hotel PR must have?
It is important to really know the brand and the hotel inside-out, to make sure that you are able to spot the best opportunities and give the company the right information at the right time. Obviously networking is incredibly important, as establishing and maintaining good relationships with the hotel, customers and media is a key part of the job.