Managing YOTEL’s Global PR: Constant Communication, Consistency, Flexibility and Travel

[Editor's Note: You think your job's difficult? Olivia Donnan leads communication and social media for a hotel company with 22 global properties and–Recession be Damned!–wants that figure to reach 50 within three years.

We asked Donnan, YOTEL's VP of brand & communications, about how her modest HQ team of six communicators creates PR strategy for 22 hotels in dozens of markets in several countries. Donnan tells us it's constant communication, a lot of travel and flexibility.

Her remarks were lightly edited.]

PRNEWS: What are your top communication goals in your new position?

Olivia Donnan, VP, Brand & Communications, YOTEL

Olivia Donnan: Education and relevancy.

We are at a really interesting point in our lifecycle at YOTEL. We have had explosive growth over the last five years and entered new markets and created quick awareness.

So, now we are focusing on our communications to educate consumers on exactly what makes YOTEL different.

We want to build an understanding of the brand, which results in guests choosing us for the experience we create.