Public relations plan of Century Park Sheraton-Manila
Date of Publication
1991
Document Type
Bachelor's Thesis
Degree Name
Bachelor of Science in Commerce Major in Marketing Management
College
Ramon V. Del Rosario College of Business
Department/Unit
Marketing and Advertising
Abstract/Summary
Tourism is a vital industry in the Philippines. The promotion of the Philippines as tourist destination is a must. Hotels are the preferred answers of the tourists to their lodging and accommodation needs. Century Park Sheraton Manila was established in 1976 to cater to the growing logding and accommodation needs of the Filipinos and foreign travelers. The positioning statement of CPSM is to provide TOTAL GUEST SATISFACTION thru its facilities and services thereby increasing repeat business and share of the leisure and business traveller's market. Its direct competitors in the De Luxe Category are: Hotel Nikko Manila Garden, Holiday Inn Manila, Century Park Sheraton, Manila Peninsula, Hotel Intercontinental Manila, Silahis International Hotel, Hyatt Regency Hotel, Manila Pavillon, Mandarin Manila, Manila Hotel, and Philippine Plaza Hotel. There are basically two general objectives. The first general objective is to promote Century Park Sheraton-Manila as a Dynamic De Luxe Hotel. The specific objectives for the first general objective are: a.) to project the hotel's philosophy good value for your money and total guest satisfaction and b.) to position Century Park Sheraton-Manila as a premier leisure and business hotel. The second general objective is to establish stable and long term relationships with its different publics. Its specific objective is to cater to the needs of internal and external publics.
The target publics for the public relations program are the following: External -1.) Current and Prospective Customers 2.) Media 3.) Government 4.) Travel Industry 5.) Foreign Dignitaries 6.) Organizations 7.) General Public Internal-Management and Hotel Personnel.
The PR activities for 1992 are varied and suited to the different internal and external publics. The PR activities embody, fulfill and actualize the aforementioned objectives. They are evenly distributed among the 12 months of the year. Most of the activities are in line with the monthly occasions like Christmas, Anniversary, etc.
The ongoing activities that promote CPSM as a Dynamic De Luxe Hotel are: In house, Radio and Print Ads Informational and Promotional Materials-Sheraton Trends, Banquet Sales Kit, Sales and Marketing Kit, Mailers and Cards Direct Mail Advertising Publicity/News and Photo Releases Hotel Tour of Prospective Clients Sponsorships and Raffles.
The new activities that promote CPSM as a Dynamic De Luxe Hotel are: Television and Radio Guestings Free 1993 Calendar Glass Items as Giveaways to top 1,000 accounts Film/Video Showing about CPSM Executive Planner Pick a New - Special Promo for January Roses and Romance - Special Promo for February and Santa Claus Approach-Special Promo for December.
The ongoing activities that establish stable and long term relationships with its different publics are: Press Conference for every Event/Project Media Relations Donations to Institutions and Disaster Victims Benefit Shows Employee of the Month and Employee of the Year Contests Publication of the Monthly Century Whispers Annual Sports Competition Visits to the Primary and Secondary Markets Departmental Meetings On the Job Training Bulletin Board and Century Night-Employees Program-Special Event for September.
The new activities that establish stable and long term relationships with its different publics are: Marketing, Opinion and Evaluation Research Outreach Programs-Educational Programs Public Affairs For a Scholarship Grants to Deserving HRM, Nutrition and Food Technology Students Art Exhibits Poetry Sessions Tourism Seminars and Workshops Annual Mr. and Ms. CPSM Tree Planting and Cleanliness Campaign and Flower and Ornamental Plants Exhibit-Special Event for May.
The communication vehicles are local and foreign newspapers and magazines for print ads and FM radio stations for radio ads.
The Public Relations Department is composed of Internal and External PR. The PR Plan is conducted and realized through the efforts of the Internal PR for the internal pr activities intended for the internal publics and External PR for the external pr activities intended for the external publics. The revitalized PR Dept. is composed of the PR Manager, PR Assistant Manager, Internal PR staffers, External PR staffers, Media Coordinator and Research Specialists Regular brainstorming sessions are held for idea generation. There are working management committees for every major public relations project or activity. An internal pr staffer and media coordinator are in charge of the Food and Beverage and Art Studio requirements and Print, Radio Ad placements and Television Guesting's respectively. There are (twice a month) regular meetings with the Sales and Marketing Dept. Scientific Researchers are conducted for accuracy and actuality. A timetable is used for easy monitoring of day to day activities. The total PR budget for 1992 is P 12,955,000.
The PR activities are evaluated based on the eight categories namely: 1.) Suggestion Box 2.) Per Column Press Release Basis 3.) Attendance of Media People 4.) Attendance of Participating Guests 5.) Content Analysis 6.) Survey/Research 7.) Financial Basis 8.) Evaluation of the Department of Tourism/Yearly Ranking.
Abstract Format
html
Language
English
Format
Accession Number
TU09859
Shelf Location
Archives, The Learning Commons, 12F, Henry Sy Sr. Hall
Physical Description
72 numb. leaves
Recommended Citation
Maycacayan, J. C., Nuguid, B. B., & Tigas, A. R. (1991). Public relations plan of Century Park Sheraton-Manila. Retrieved from https://animorepository.dlsu.edu.ph/etd_bachelors/16936
