Managing Reputation During the Pandemic: Maintaining Communication Continuity During the Pandemic
PRINDONESIA.CO | Monday, June 01, 2020
Managing Reputation During the Pandemic: Maintaining Communication Continuity During the Pandemic
The influence of the Covid-19 outbreak on the business performance of the hotel and restaurant markets is far worse than the influence of a similar pandemic that has previously taken place in the world.
Doc. The Ministry of Tourism and Creative Economy

JAKARTA, PRINDONESIA.CO – The data of the Indonesian Hotel and Restaurant Association (PHRI) recorded the occupancy rate of hotels nationally on March 1 - 14, 2020 during the pandemic dropped drastically to just under 50 percent. This condition caused to flow and losses to the hotel industry. 

It was even direr after the ministries and agencies issued the Office Note to not hold meetings and activities that gather a lot of people in line with the direction of the central government regarding maintaining physical distance and calls for more activities at home. Although, so far, the hotel occupancy rate throughout Indonesia is dominated by government market segments.

The survey also mentioned the influence of the Covid-19 outbreak on the business performance of the hotel and restaurant markets is far worse than the influence of a similar pandemic that had previously occurred in the world. Namely, SARS and bird flu. The impact of the Covid-19 pandemic in each country is fairly long, averaging from four to six months on average.

The hotel management began to discuss the worst possibilities for their employees. Starting from arranging work shifts, laying off some employees, reducing working hours, stopping daily workers, or the possibility of payment of holiday benefits (THR) that are not full.

All divisions must rack their brains to find ways for hotels to continue to survive in the midst of a pandemic, including public relations (PR). Not wanting to continue to suffer, the Jakarta Intercontinental Marketing and Communication division collaborated with another division, launching the "Let Us Come to You" program. A program that provides a home delivery experience for customers who want to experience restaurant dishes. "We pack this program into a story form," said Marlene Danusutedjo, Director of Marketing & Communications Intercontinental Jakarta on Friday (1/5/2020).

According to Marlene, whatever the conditions, there are always opportunities for PR practitioners by utilizing online devices. Especially, the way PR reach customers, even though they can't say hello directly from the hotel. "When we are always connected and communicating, we hope that after the pandemic ends, hotel brands will remain the top of mind," she said.

Affected by the Covid-19 pandemic, it did not dampen RedDoorz's enthusiasm to help others. They provide 102 free rooms for medical personnel who handle Covid-19. In addition, through the Red Heroes initiative, a company led by Amit Saberwal as CEO and founder launched the RedDoorz hotel management and booking platform. This program is a strategic collaboration between RedDoorz and the Ministry of Tourism and Creative Economy to facilitate medical personnel to access lodging provided by RedDoorz during the pandemic.

More observant

The crisis is also experienced by the clothing retail industry. One of them is PT Ramayana Lestari Sentosa Tbk. They were forced to close some outlets and lay off employees. Based on research from Omnilytics, the expenses for marketing and PR activities are the first to be sacrificed when there is an urgent need. The two divisions were stuck between two choices: maintaining relationships with customers or sales.

In this pandemic, public relations must smart in observing the shifting of customers in the way they shop and how they consume content. Omnilytics advised PR to carry out several communication strategies such as evaluating marketing budgets and media spending, activating social media strategies, maintaining communication sustainability, determining the right tone on-line, transparent, and actively making inroads to find methods that can support this strategy. (rvh)

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