The Role Of Hotel Public Relations In Crisis Management During The Covid-19 Pandemic

Abstract

The hotel industry has felt the impact of the COVID-19 pandemic. The social restriction policy implemented by the government to prevent the transmission of the virus has made mobility levels decline, and hotel occupancy rates have drastically decreased. This pandemic has created severe crisis management. This research was conducted at two five-star hotels in Yogyakarta to determine how public relations practices deal with crisis management. One hotel is a local brand, and the other is included in an international hotel chain. The novelty of this research is in the nature of the crisis, which does not have a pre-crisis stage. The research was conducted with qualitative research methods and using a subjective approach. The data was dug in depth from hotel management, employees, and customers. When the research was conducted, the crisis had not yet ended, so the researcher focused on efforts to overcome the crisis and had not yet arrived at the post-crisis condition. The results showed that there was a shock from the management over the impact of the pandemic. Therefore, these two hotels need time to overcome the crisis in different timescales. Further, the leadership began to take the necessary strategic steps: forming a crisis management team, working with professional consultants (for international chain hotels), preparing crisis management plans, identifying laws or government regulations regarding Covid-19, and taking action. At the same time, marketing and public relations are spearheading in improving marketing and maintaining the brand during times of crisis. However, the hotel is still faced with the aspect of occupancy amid low supply. Meanwhile, public relations maintain a brand image as a form of investment that can be reaped when the crisis is over.

Marketing Crisis Management and Hotel Performance: Evidence from Hotels in Mombasa County, Kenya

“…The positive effect of communication and public relations as a marketing crisis management practice and hotel performance holds significant implications for the hotel industry in Mombasa County and Kenya. This alignment with previous research (Leta & Chan, 2021;Susilo & Prayudi, 2022) underscores effective communication's pivotal role in enhancing hotels' resilience and prosperity through marketing practices, especially in crises.…”

“…The study's findings suggest a connection between public relations and customer-related outcomes. Susilo and Prayudi (2022) delved into the role of hotel public relations in crisis management during the COVID-19 pandemic. They used qualitative research methods to explore how public relations practices were employed by two five-star hotels in Yogyakarta, Indonesia, to manage the crisis.…”

Crisis Management and Communication in Public Relations

“…According to the findings of the research, it is advised that management should make an effort to combat significant challenges influencing crisis management and devise strategies that may enhance and safeguard organizational interests during a time of crisis. The aspect of crisis management and public relations has to be strengthened in media companies, and there is a need for the management to do so (Susilo & Prayudi, 2022). The findings of the study indicated that the concept of crisis management and public relations is one that must always be included in ongoing management concerns.…”

Strategi Komunikasi Krisis Kebijakan Pembelajaran Jarak Jauh melalui Media Sosial

“…Krisis yang dihadapi oleh Kemendikbud merupakan krisis yang menjadi dampak dari Covid-19. Kondisi Covid-19 menyebabkan krisis yang dialami cukup "spesial" karena krisis Covid-19 tidak memiliki tahap pra-krisis, yang umumnya digunakan sebagai tahapan untuk mempersiapkan mitigasi krisis (Susilo & Prayudi, 2022). Berdasarkan Situational Crisis Comunication Theroy, krisis yang disebabkan oleh bencana alam atau wabah penyakit dikategorikan sebagai victim crisis, dimana lembaga tidak memiliki keterlibatan atas terjadinya krisis, sehingga tuntutan publik bagi organisasi untuk melakukan krisis sangat kecil.…”