MINISTRY OF FOREIGN AFFAIRS

DIPLOMATIC ACADEMY OF VIETNAM

ENGLISH FACULTY
-----🙞🙜🕮🙞🙜-----

FINAL PROJECT

Subject: Public Relations

Lecturer: Miss Tran Thi Quynh Anh (Anna)

Topic: 5-Star Hotel

Vũ Bùi Thu Hà NNA49B10935

Tô Thị Duyền NNA49B10929

Trần Anh Thư NNA49B11050
Vũ Thị Mai Trinh NNA49B11068
Phạm Mạnh Hoàng Tuấn NNA49B11071
 TABLE OF CONTENTS
I. Introduction………………………………………………………….03
1.The place…………………………………………………………..03
2. The location……………………………………………………….03
3. The look…………………………………………………………...03
4. The room…………………………………………………………..04
5. The service………………………………………………………...04
6. The experience…………………………………………………….05
7. The vision and mission statement…………………………………05
II. CSR/CSA…………………………………………………………….06
1.CSR………………………………………………………………...06
2. CSA………………………………………………………………..09
III. PR campaign…………………………………………………………10
1. Campaign title……………………………………………………..10
2. Campaign goal…………………………………………………….10
3. Target audience……………………………………………………10
4. Campaign objectives………………………………………………11
5. Campaign strategies……………………………………………….11
IV. Crisis management…………………………………………………..14
1. Proactive…………………………………………………………...14
2. Reactive……………………………………………………………18
3. Recovery…………………………………………………………...23
V. Press release…………………………………………………………..23
VI. Reference …………………………………………………………….26

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 I. Introduction:
1. The place:

The total area of Cascadia Palace takes up about 86 hectares of land.We use all
that space to make the hotel feel like it's part of the rainforest.Cascadia Palace is
indeed a grand and sizable retreat within the Daintree Rainforest. The hotel
complex features multiple wings and pavilions, seamlessly integrated into the
natural landscape. The main building, serving as the focal point, houses the
reception area, restaurants, and conference facilities, while surrounding
pavilions host the luxurious suites and rooms.

Regarding the number of rooms, Cascadia Palace accommodates around 100

rooms and suites. Each room is carefully designed to offer guests a unique blend
of modern comfort and a genuine connection to the rainforest surroundings. The
variety of accommodations caters to different preferences, from intimate
rainforest retreats to spacious suites with panoramic views.

For parking, to ensure the serene ambiance within the hotel premises, the
parking lot is discreetly located on the outskirts of the property. Guests can
access the main building and accommodations through well-maintained
pathways, surrounded by lush vegetation. Shuttle services or electric carts are
available to transport guests and their luggage to and from the parking area.

2. The location:

Cascadia Palace is situated on the Daintree Rainforest in northern Australia,

above the gently flowing Mossman River, approximately 60 minutes’ drive
from Cairns and 20 minutes from Port Douglas, the gateway to the Great Barrier
Reef.

3. The look:

Cascadia Palace's architecture is inspired by the shapes in the rainforest. The

architecture incorporates organic shapes and materials that echo the forms found
in nature. From curved structures resembling tree branches to the use of natural
stone and timber, every detail is chosen to evoke the serenity and beauty of the
rainforest. Moreover, the design pays homage to the rich cultural heritage of the
indigenous communities in the Daintree region. Traditional craftsmanship,
artwork, and design motifs are incorporated into the architecture, creating
spaces that respect and celebrate the cultural history of the area.

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Concerning the materials, Cascadia Palace focuses on being sustainable in its
construction. It uses local, renewable materials to reduce the impact on the
environment and to bring an authentic touch to the architecture..

4. The room:

4.1. Accommodation categories:

Cascadia offers six accommodation categories across its 100 villas, making a
stay here accessible to more people than you might expect.

Daintree Treehouse (15) 44m2; Garden Treehouse (22) 47m2; Deluxe

Treehouse (20) 49m2; River Treehouse (18) 47m2; Lodge Suite (10) 88m2;
Billabong Suite (15) 75m2

4.2. Modern amenities:

Cascadia Palace ensures that guests enjoy the height of modern luxury. Rooms
are equipped with state-of-the-art amenities, including plush bedding, smart
climate control, high-speed Wi-Fi, and smart entertainment systems. Every
detail is curated to enhance comfort and convenience.

4.3. Indigenous art and decoration:

Indigenous influences are woven into the room's decoration. Artwork and
craftsmanship from local communities adorn the walls, telling stories of the rich
cultural heritage of the Daintree region. This not only adds a unique touch but
also serves as a tribute to the area's history.

5. The service:

5.1. Expert Guided Excursions:

The hotel offers expert-guided excursions into the Daintree Rainforest.

Experienced guides lead guests on hikes, wildlife tours, and river cruises,
sharing insights about the region's unique plants and animals. Each trip is
customised for different interests and fitness levels.

5.2. Spa and Wellness Services:

Nestled in rainforest gardens, the Healing Waters Spa is a peaceful retreat,

providing a break from daily life. Pampering treatments for the body and mind

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invite guests to enjoy the natural beauty, connect with their breath, and spend
mindful time in nature.

5.3. Culinary Delights:

Eating at Cascadia Palace is a tribute to the many fresh ingredients from

Tropical North Queensland. The dining mixes local items with the best national
produce in a modern Australian menu. The Treehouse Restaurant is open for
lunch. Cascadia Palace also has drinks covered: Jungle Perch, Silky Bar, Sunset
drinks

6. The experience:

A range of signature experiences allows guests to relax and discover Cascadia

Palace, the surrounding rainforest and Mossman River at their own pace.
Complimentary activities include guided walks, river swimming and
snorkelling, access to mountain bikes and river kayaks.

7. Vision and mission statement:

7.1. Vision Statement:

Cascadia Palace’s vision is to be a globally recognized destination that sets the

standard for luxury and sustainability. The hotel aspires to be a haven where
guests not only find opulence and relaxation but also forge a profound
connection with the environment and local culture. Through continuous
innovation and a commitment to responsible tourism, Cascadia aims to be a
beacon of excellence in the hospitality industry, inspiring others to embrace the
beauty of nature while indulging in the pinnacle of refined living.

7.2. Mission Statement:

At Cascadia Palace, the mission is to provide an unrivalled sanctuary of luxury

and tranquillity, offering a gateway for guests to connect with the extraordinary
beauty of the Daintree Rainforest. Cascadia are committed to delivering
impeccable service, promoting environmental stewardship, and creating
unforgettable experiences that celebrate the harmony between modern elegance
and the natural wonders that surround tourists.

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II. CSR (Corporate Social Responsibility) and CSA (Corporate
Social Advocacy)
1. CSR Initiatives: is a concept that has been influencing the core strategies of
hotel brands around the world. CSR goes beyond the traditional business
model of profit maximisation and involves taking responsibility for the impact
of the hotel’s operations on the environment, society, and the economy. (Miss
Anna, 2023)

Definition: A recognition of the continuing commitment by business to

behaving ethically and contributing to economic development while improving
the quality of life of the workforce and their family as well as the community
and society at large. The business of business is business to maximise profits
independent structure. (Miss Anna, 2023)

a. Environmental responsibility is the belief that organisations should

behave in as environmentally friendly a way as possible. (Miss Anna,
2023)

Cascadia Palace uses green energy, researches and invests in a waste

management system to control them safely and effectively with the
environment. For example, Cascadia Palace not only uses biogas plants to
recycle leftovers but our hotel also transforms them into compost for our herbal
and vegetable gardens. Some fruits, meats, crabs, and fishbones,...are fermented
as well and used as fertiliser in their own organic garden. Some of the leftovers
are given to a pig farm and a rescue station for cats and dogs. Moreover,
Cascadia Palace instals smart-energy sensors which automatically turn off the
lights, for example, or turn off the heating or air conditioning when the windows
are open. These technologies can also automate turning the lights on and off in
common-use spaces, like gardens or outdoor promenades, that only require the
lights to be on after dark.

Cascadia Palace could consider working with bioclimatic architecture with a

new smart window that can absorb heat in winter and reflect it in summer, as an
energy-saving alternative to central heating and air conditioning. If marketed,
the 'smart window' technology could reduce the energy usage of an average
room in the hotel.

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In a further attempt to reduce the use of single-use plastics, Cascadia Palace
instals water refill stations throughout your hotel, get rid of bottled water and
provide guests with reusable water bottles in their bedrooms. We point them in
the direction of free water refill stations for when they run out. This will
dramatically reduce plastic bottle waste and will give guests an awesome
keepsake to remember their time at your environmentally-conscious hotel.

In addition, to make up for harmful environmental impacts, Cascadia Palace

organised a campaign called “Planting green trees, leading a healthy life” which
takes place once a week. Cascadia for tourists, staff and local residents. We are
going to apply this campaign once a week and welcome everybody to real
forests which we planned before with purposes such as planting young trees or
nurturing life. According to this campaign, our hotel conveys the message:
“Love nature, protect the green of the Earth”

* Ethical responsibility

Ethical responsibility is concerned with ensuring an organisation is operating in

a fair and ethical manner. Organisations that embrace ethical responsibility aim
to practise ethical behaviour through fair treatment of all stakeholders, including
leadership, investors, employees, suppliers, and customers. (Tim Stobierski,
08/04/2021)

Cascadia Palace said to set its own, higher minimum wage for staff if the one
mandated by the state or federal government doesn’t constitute a livable wage.
Cascadia Palace raised wages to $9.90 per hour in July 2020, which was above
the federal minimum wage at that time. The hotel later noted that turnover rates
were down and customer survey scores saw a boost. This initiative not only
helps the staff but can also positively impact our hotel in the long run.

Cascadia Palace might require that products, ingredients, materials, or

components be sourced according to free trade standards. In this regard, many
firms have processes to ensure we’re not purchasing products resulting from
slavery or child labour. To be more detailed, Cascadia Palace is committed to
ensuring our products and services are provided in a way that respects human
rights, and combating forced and child labour in global supply chains is an
important part of that pledge. In this International Year for the Elimination of
Child Labour, Cascadia Palace are proud to reinforce our commitment by
joining the Joint Action Pledge and look forward to working collaboratively

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with the Centre for Child Rights and Business, peer companies, and other
stakeholders to strengthen protections for children's rights and eliminate child
labour.

Cascadia Palace organised an activity named The Australian Forest Ecotourism

Festival which is a great opportunity for visitors to explore the wild natural
beauty and learn about the unique culture of local communities. In this festival,
visitors can participate in activities such as learning to cook with local cuisine,
participating in traditional ceremonies of the aboriginal people,... to learn about
the culture of local communities in Australia.

* Philanthropic responsibility is the pillar of corporate social responsibility that

challenges how a company acts and how it contributes to society. In its simplest
form, philanthropic responsibility refers to how a company spends its resources
to make the world a better place. (Jason Fernado, 18/07/2023)

Cascadia Palace provided direct relief to local cyclo drivers impacted by the
drop in tourist arrivals due to the pandemic. Our hotel, a luxury hotel and resort,
has taken several initiatives to support the local community during the
pandemic. Cascadia Palace provided direct relief to local cyclo drivers who
have been impacted by the steep drop in tourist arrivals to the city. We also
donated 2,500 facemasks, a variety of beverages, and relief food packs for
individuals suffering from the pandemic. Providing accommodations to medical
staff during the pandemic, influence market value of hotel firms and prospective
customer booking behaviour in the context of COVID-19 pandemic.

Cascadia Palace made our values by contributing to charitable organisations and

non-profit entities. During recent October, Cascadia Palace deducted about 20%
of the whole of our revenue to support and help children and refugees in the war
between Israel and Palestine including providing temporary support for living
expenses and temporary employment. Furthermore, Cascadia Palace allocates
5% of the whole of our revenue to be in conjunction with UNICEF to save
children's lives, to defend their rights, and to help them fulfil their potential,
from early childhood through adolescence.

* Economic responsibility is the pillar of corporate social responsibility that ties

together the three areas above. A company must back the plan above through

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financial investments of programs, donations, or product research. (Jason
Fernado, 18/07/2023)

Cascadia Palace is looking for new systems and upgraded green technologies to
reduce their energy expenditure. For example, single effect absorption chiller of
105 kW is driven by relatively low temperatures (70–75◦C). This is an
important advantage that allows solar collectors to operate with high-efficiency
rates. This installation uses 448m2 of flat plate collectors for the central air
conditioner and 152m2 polypropylene collectors providing hot water for the
heating of the swimming pool. Flat plate solar collectors’ plant also feeds a
5000 L sanitary hot water boiler.For the coverage of the peak load has been
installed an 80 kW conventional electrical chiller. Also, a gas boiler of600 kW
substitutes the collectors’ field when it is cloudy or whenever there is a need for
AC during nights. During winters the hot water is directed to the local AC units.
The total cost of investment was 264,000 whenever 50% was subsidised by the
National Operational Program for Energy (Australian Ministry of
Development). The primary energy savings: 576 MWh/year and the
Environmental Savings: Emission 1070 tons/year.

According to UNESCO recommendations, Cascadia Palace used pumps to

transfer heat between the interior and exterior of the hotel as needed. This type
of system can make a hotel room warmer or cooler depending on guests’ needs
while cutting down on HVAC - Heating, Ventilation and Air conditioning.

2. CSA Initiative:

Nestled amidst the embrace of ancient trees and whispering winds, your 5-star
forest hotel invites guests to awaken their senses and discover the magic of
nature's sanctuary. A Creative Storytelling Approach for Cascadia Palace:
Sensory Exploration and Wellbeing.

Partner with wellness experts to guide guests through customised forest bathing
experiences, incorporating essential oils, mindfulness exercises, and
connections with nature to promote relaxation and rejuvenation.

The hotel ensures storytelling aligns with the values of the hotel and the
surrounding environment. Avoid romanticising or exploiting nature and focus
on fostering respect and appreciation for its delicate balance. Cascadia Palace
monitors the effectiveness of your CSA efforts through website traffic, social

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media engagement, media coverage, and guest feedback. Adapt the hotel's
approach based on data to continuously refine your storytelling and optimise the
hotel's PR campaign.

By implementing these creative storytelling approaches, Cascadia Palace can

establish the brand as a champion of the environment, a haven for well-being,
and a platform for artistic expression, leaving a lasting impact on both visitors
and the surrounding natural world.

III. PR Campaign
A PR campaign can take on different shapes and forms - as a result of the
different objectives that brands have. A campaign is the action of keeping that
reputation, and maintaining a good relation and understanding between the
brand and its public. It is not just content that is released to the press.
Campaigns have many aspects, including content, public speeches, engagement
with the audience, feedback, communication of values, etc.
Essentially, the definition for a PR campaign is a combination or
collection of practices that have specific objectives and share the same goals for
a business. (PRLab, March 25, 2022)

1. Campaign title: Indulge in Luxury

2. Campaign Goal: Setting clear goals is crucial for any PR campaign, and
below are some potential PR campaign goals the hotel wants to achieve:
First, enhance brand image and reputation: Reinforce the Cascadia's
image as a symbol of ultimate luxury, elegance, and exclusivity. Highlight what
sets the Cascadia Palace apart from competitors in terms of services, amenities,
or experiences.
Second, increase brand awareness and reach: Reach new potential guests
beyond existing segments, like corporate travellers or families. Strengthen
presence in the local luxury market and attract residents for staycations or
special occasions.

3. Target Audience: High-net-worth individuals, affluent travellers,

business executives, and luxury travel enthusiasts.

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 4. Campaign Objectives: Increase brand awareness and visibility among
target audience, generate positive media coverage and social media
engagement, highlight the hotel's unique offerings and exceptional guest
experiences and drive bookings and increase occupancy rates.

5. Campaign Strategies
5.1. Team up with Hey Ciara
Ciara is one of the world's most famous solo travellers. She is an amazing
writer, she writes about her journey and posts pictures of her experiences to
inspire hundreds of thousands of travellers on her blog, Hey Ciara, and social
media channels. Packed with insightful travel and lifestyle tips, as well as
inspirational and uplifting content, Ciara will remind you how beautiful our
world truly is.
The collaboration with Hey Ciara will establish a strong social media like
Instagram, Facebook, and Twitter. She will share captivating content that allows
for compelling storytelling opportunities, creating impactful visuals and
narratives that resonate with audiences and stay memorable; engaging with
followers to promote the Cascadia's luxurious amenities, personalised service,
and exceptional guest experiences, fans of Hey Ciara are more likely to like,
share, and comment on content, increasing online visibility and Cascadia Palace
awareness. With her existing reputation in the tourism segment, it will be easy
for her to bring Cascadia promotional content to target customers who come and
experience it.
In this PR campaign, the media that can be leveraged to promote Cascadia
Palace: Owned media. Any media channel that Cascadia Palace owns and
controls includes: website, blog, social media channels, email list and
fanpage…will share information about the collaboration, images, advertising
and the Hey Ciara experience at the hotel. Partner with Hey Ciara to create blog
posts highlighting the vibrant surroundings and enriching guests' understanding
of the destination. Hey Ciara involvement can significantly increase
engagement on Cascadia’s social media platforms.

5.2. Hosting exclusive culinary or wine tastings

Every two quarters, the hotel's exclusive wine and food tasting sessions
will be open to the public for free.

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 Example Cascadia’s special food: Saffron risotto with forest mushrooms.
At the base of the dish pour the risotto, complete with forest mushrooms, basil
leaves and olive oil.
Or Cascadia’s special event: Wine in the wood. Nature is in the flavour of
every wine, the soil and its minerals, within which the roots of the grapevine
grow, are present in the flavour. For the “Wine in the Woods tasting experience”
Cascadia Palace has chosen five wines connected with nature in different ways,
and for each wine a special place in the woods. The taste and smell can take
customers into the middle of the forest, to particular spots: under the shade of
spruce branches, onto the warmth of the rocks, or amongst the lush foliage of
the birch.
This will attract the media to write articles as well as reviewers to
participate, and share authentic guest experiences through testimonials, social
media posts, and user-generated content. Showcase the hotel's ability to deliver
exceptional service, create memorable moments, this will be like advertising for
the hotel.
In this advertising campaign, two main media will be used: Earned
media, shared media and owned media.
Firstly, earned media includes: media coverage, reviews and social media
shares. This marketing strategy generated earned media mentions in news
articles, blog posts, and social media platforms, significantly increasing brand
recognition and drive booking.
Secondly, shared media includes: user-generated content, shares,
comments and reposts. Example, a picture taken by Cascadia’s customer joined
the special day and uploaded to Cascadia’s customers media outlet or using their
media outlet - they can post an image of them going to the hotel on their
Instagram and tag Cascadia Palace in it.
Thirdly, owned media includes: social media channels. Cascadia Palace
will curate compelling stories to share guest testimonials and behind-the-scenes
glimpses into hotel operations, weaving narratives that capture the essence of an
unforgettable event.

5.3. Sponsor for Miss Universe 2024

Miss Universe has always attracted viewers from past to present, the hotel
will sponsor travel, accommodation, and food services at the hotel during the
competition.

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 As a sponsor, Cascadia palace would receive both in terms of brand
exposure and potential business gains. Miss Universe is a massive event
broadcasted to millions of viewers worldwide. Cascadia will be seen by a vast
and diverse audience, significantly increasing brand awareness and recognition.
Aligning Cascadia Palace with Miss Universe, an event celebrating beauty,
empowerment, and diversity, can enhance the hotel's image and create positive
associations with these values. In addition, Cascadia will connect with potential
clients, partners, and influencers within the Miss Universe ecosystem,
expanding the hotel's network and fostering valuable business relationships. Our
sponsorship involvement will be featured in press releases, media articles, and
online coverage, creating valuable publicity for our hotel. Besides the benefits
brought to the Cascadia Palace, Miss Universe events can attract additional
tourists to the city, potentially benefiting local businesses.
All four media (Paid media, earned media, shared media and ơned media)
will be used to promote the PR campaign:
Firstly, paid media. Run targeted ads on search engines like Google for
relevant keywords like "Miss Universe 2024," "New Beauty Queen of Miss
Universe 2024" or "Miss Universe’s Crown". This ensures Cascadia Palace
appears at the top of search results when potential guests are actively looking
for options.
Secondly, earned media. Miss Universe - Themed Food & Drink,
introduce limited-edition cocktails, spa treatments, or room service menus with
names inspired by contestants or pageant themes, creating social media-worthy
experiences and media interest. Provide behind-the-scenes access through live
tweets and Instagram stories from the Cascadia Palace throughout the pageant
day, offering glimpses into VIP areas, contestant preparations, and exclusive
moments.
Thirdly, shared media. Work with Miss Universe organisers to secure
featured placements on their official website and social media channels. This
could include showcasing Cascadia hotel as a recommended accommodation
option, highlighting events hosted at the hotel’s venue, or featuring guest
testimonials. Partner with Miss Universe organisers to sponsor or co-host
segments of the official live stream, showcasing Cascadia hotel and offering
exclusive behind-the-scenes glimpses to viewers.
Fourthly, owned media. Miss Universe hashtag challenge, create a
dedicated hashtag for Cascadia hotel and the Miss Universe event. Encourage
guests and followers to share their pictures, videos, and stories using the

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hashtag, fostering social media buzz and user-generated content. Host a live
Q&A session on Instagram or Facebook with Cascadia hotel staff who were
involved in hosting Miss Universe events. This offers insights into the
experience and showcases Cascadia team's dedication. Offer a
behind-the-scenes blog post or vlog following a Miss Universe contestant
during their stay at Cascadia hotel, providing exclusive insights and capturing
the excitement of the experience.

IV. Crisis management

1. Proactive

1.1. Wildlife Encounters: Dangerous Animals

Wild animals start appearing within the hotel premises. This includes sightings
of monkeys, deer, and even occasional kangaroo, trăn, rắn, nhện khổng lồ
sightings. Initially, guests and staff find these encounters intriguing and even
exciting. However, as these sightings become more frequent and the animals
start coming closer to human areas, it becomes a crisis situation.

Analysis:

The hotel is located in the forest which is the primary cause of wild animals
entering the hotel campus. This can have far-reaching consequences for the
business and its various divisions.

Financial: Animal-related incidents can lead to lawsuits, medical expenses,

property damage, and business loss for hotels. Guests injured by animals may
file lawsuits for negligence, which can be costly and damage the hotel's
reputation. The hotel may also be responsible for medical expenses, property
damage, and lost revenue.

Reputational: The hotel's reputation may be damaged due to a dangerous

animal encounter, potentially affecting future bookings and guest loyalty.
Negative online reviews may further discourage bookings, and guests may lose
trust in the hotel's safety measures, resulting in decreased bookings.

Operational: The hotel may need to close certain areas for investigation and
cleaning, potentially reducing guest capacity and revenue. Additional security

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measures, such as hiring wildlife guides or installing fences, may be costly.
Staff training on handling wildlife encounters may also be required, adding
time and cost.

Strategy/Decisions:

To prevent this incident from happening, the hotel should educate guests about
local wildlife, manage habitats properly, install physical barriers, train staff on
wildlife encounters, collaborate with wildlife authorities, and establish clear
emergency protocols for wildlife encounters. These measures include
educating guests about local wildlife, minimizing food sources and attractions,
installing fences, training staff on wildlife identification and handling,
collaborating with wildlife authorities to monitor animal activity, and
establishing clear communication channels for emergency situations. These
measures aim to prevent potential dangers and ensure a safe environment for
guests. In addition, we should develop evacuation plans, educate staff and
guests about how to coexist with wildlife and conduct drills to ensure everyone
knows how to respond in the event of a dangerous encounter.

If this incident happened, the hotel should immediately inform guests, staff,
and local authorities about the situation. Collaborate with Wildlife Experts and
local authorities to understand animal behaviour and develop strategies to
prevent animals from entering the hotel property. This may include installing
barriers and signage to deter wildlife and increasing surveillance in vulnerable
areas.

1.2. Guests suffered food poisoning in the hotel restaurant

Shortly after a group of guests dines at the restaurant, several of them report
symptoms including nausea, vomiting, and diarrhoea.

Analysis: Food poisoning in hotel restaurants can have severe consequences

for the hotel and its various divisions.

Financial: Food poisoning outbreaks can lead to significant financial burdens,

including medical expenses, lost revenue, legal costs, fines and penalties, and
operational disruption. Guests may seek refunds or cancel future bookings,
leading to potential legal fees and damages. Compliance with food safety
regulations can result in fines and penalties, further affecting productivity and
revenue.

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Reputational: Negative online reviews, media coverage, loss of brand trust,
and decreased bookings can all negatively impact a hotel's online reputation,
impacting booking decisions and affecting occupancy rates and revenue. The
hotel's reputation can be further eroded by these incidents.

Customer: Food poisoning can lead to customer dissatisfaction, negative

word-of-mouth, increased customer acquisition costs, and loss of loyalty.
Affected guests may share their experience, deter bookings, and increase
marketing expenses. Additionally, concerns about hygiene and food safety
practices may cause existing customers to choose other options.

Strategy/Decisions:

To prevent this incident from happening, the hotel should adhere to strict food
safety protocols, including sanitation, temperature control, storage, handling,
and allergen awareness. Moreover, regular staff training on food safety
procedures is crucial. The hotel should install a food tracking system to help
identify contamination sources. Regular inspections of kitchens, food storage
areas, and supplier audits can ensure food quality. If suspected, the hotel also
should isolate potentially contaminated food and contact health authorities.

When this incident happened, the hotel should close the restaurant temporarily
to prevent further exposure and ensure guest safety. Guests are provided with
medical attention and assistance. The hotel should collaborate with the local
health department to identify the cause of the food poisoning. A public
statement should be issued, and provide guests with reimbursement and
complimentary stays. Food safety protocols should be improved, and staff
should be urged to adhere to guidelines.

1.3. Leaking customer’s information

The hotel is hosting a high-profile celebrity for an upcoming event. One of the
hotel staff members accidentally leaks the celebrity's detailed schedule,
including their activities, timings, and locations, to an unauthorised group.
Therefore, some crazy fans came and caused trouble. This incident was
published by the media, causing the hotel to be criticised for its lack of
customer information security.

Analysis:

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A data breach involving customer information can have a cascading effect on a
hotel and its various divisions, causing significant damage across multiple
areas:

Financial: Data protection regulations can impose hefty fines for data
breaches, depending on the severity and jurisdiction. Litigation from affected
customers and investigations by regulatory bodies can incur significant legal
expenses. Reputational damage due to the breach can lead to customers
choosing competing hotels, resulting in lost bookings and revenue. After a
breach, the hotel may face higher premiums for cyber insurance due to their
increased risk profile.

Operational: Investigations and remediation efforts can disrupt daily

operations, impacting staff productivity and guest service. A data breach can
tarnish the hotel's brand image, leading to long-term reputational damage and
difficulty. Employees may lose trust in the hotel's ability to protect their data,
impacting morale and potentially leading to staff turnover.

Customer: Customers may feel violated and embarrassed if their personal

information is leaked, damaging their relationship with the hotel. Customers
may be hesitant to share their information with the hotel again after a breach,
impacting future bookings and loyalty programs.

Strategy/Decisions:

To prevent this incident, the hotel should invest in cybersecurity software such
as firewalls, intrusion detection systems, and vulnerability scanners. Regular
updates are crucial to prevent vulnerabilities. Implement multi-factor
authentication and restrict access to sensitive data on a need-to-know basis.
Develop a data security policy outlining procedures for handling sensitive data,
including incident response plans and employee training. Train employees on
data security and regularly review and update these practices to keep them
up-to-date with evolving threats.

If this event happened, the hotel should conduct an internal investigation to

identify the staff member responsible for the leak. A public statement should
be issued, acknowledging the incident and expressing regret, and apologising
to the celebrity, their management, and the public. Additional security
measures should be implemented to protect the customers. Employee training

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 sessions should be conducted to emphasise guest privacy and the consequences
of misconduct, and existing policies should be reviewed and enhanced to
prevent future incidents.

2. Reactive

Scenario: There's a rumour about Cascadia Palace that a murder happened in

the hotel and a dead body was found in 1 of the rooms.

Before this incident spread all over the media, we took these following actions.

PHASE 1: PREEMPTIVE ACTION STRATEGY (REBUTTAL)

(Definition: In the context of Public Relations, a Preemptive Action Strategy or

Preemptive Rebuttal is a proactive approach to managing potential crises or
negative publicity. It involves anticipating potential issues, criticisms, or
negative reactions that could arise and addressing them in advance.)

In response to the recent rumours circulating, we believe it is crucial to confront

the situation head-on and provide clear, transparent communication to all our
stakeholders. We understand that rumours can cause unnecessary panic and
confusion, and we want to ensure that accurate information is disseminated.

We are indeed dealing with a crisis at our hotel. To handle this crisis, we will
publish a statement to confirm that it is true that a dead body was discovered in
our hotel. We understand the gravity of this situation and the distress it may
cause to our guests and the public.

We want to assure everyone that we have taken swift and immediate action to
ensure the safety and well-being of all our guests and staff. Our top priority has
always been, and will continue to be, the safety of those who trust us with their
stay.

In our commitment to transparency, we are fully cooperating with the local

authorities in their investigation to understand the circumstances surrounding
this unfortunate event. We are providing them with all the necessary assistance
and information to aid their investigation.

We want to emphasise that we are committed to maintaining the highest

standards of safety and security at our hotel. We have stringent safety measures

18
in place and we continually review and update these measures to ensure they are
in line with best practices.

This incident, while deeply unfortunate, is an isolated one. We will not let it
define us or detract from the safe, welcoming environment we strive to provide
for our guests. We are taking all necessary steps to address this situation and
prevent such incidents in the future.

PHASE 2: RECTIFYING BEHAVIOR STRATEGY (INVESTIGATE)

(Definition: A Rectifying Behavior Strategy with an Investigative approach is a

Public Relations strategy used when an organisation faces a crisis or negative
publicity. This involves investigating the issue, understanding its causes, and
taking appropriate actions to rectify the situation. This could involve internal
investigations, third-party audits, or public inquiries, aiming to understand the
origins, impact, and contributing factors.)

Furthermore, we want to reiterate our commitment to addressing this situation

with the utmost seriousness. We understand the gravity of the incident and the
potential implications it may have. We are fully prepared to cooperate with the
police investigation in every possible way and we will not hesitate to accept full
legal responsibility if it is determined that our hotel has any involvement in this
unfortunate incident.

In order to facilitate a comprehensive and thorough investigation, we have made

the decision to temporarily close our hotel. This closure will last for a period of
approximately 3 to 4 days. We believe this step is necessary to ensure that every
aspect of the incident is properly investigated without any interference. This
will also allow us to take any necessary steps to ensure the safety and security of
our premises.

We understand that this decision may cause inconvenience to our guests, and we
deeply appreciate your understanding and patience during this time. We believe
that this is the best course of action to ensure the integrity of the investigation
and the safety of all involved.

Recognizing the inconvenience this may cause, we have decided to offer a

refund of 50% of the room fee for guests who are currently staying at the hotel.
For those who have booked rooms at our hotel in the near future, we will be
providing a full refund of 100%. We believe this is the least we can do to show

19
our appreciation for your understanding and patience during this challenging
time.

We are committed to keeping you updated on the progress of the investigation

and the steps we are taking to address this situation. We thank you for your trust
in us and assure you that we are doing everything in our power to resolve this
situation as quickly and efficiently as possible. Your safety and satisfaction
remain our top priority. Thank you for your continued support.

PHASE 3: VOCAL COMMISERATION STRATEGY (CONDOLENCE)

(Definition: A condolence is an expression of sympathy and sorrow to someone

who has suffered a loss, like the letter of condolence you send to a faraway friend
who has lost a loved one. )

Following our investigation, our hotel published a press release to address

everyone's concerns regarding the incident at Cascadia Palace.

20
Press Release
For Immediate Release

Cascadia Palace Hotel Concludes Investigation Of Tragic Incident

(QUEENSLAND, AUSTRALIA, Dec. 5, 2023) - Cascadia Palace, a

leading 5-star luxury hotel, is relieved to announce the successful conclusion of
a thorough investigation into the tragic incident that recently took place at our
hotel. Cascadia Palace hotel would like to express condolences to the affected
individual and their family during this challenging time.

On 1st of december, an unfortunate incident involving an act of violence

occurred in one of the rooms of Cascadia Palace. Cascadia palace's highest
priorities have always been the safety, security, and comfort of valued guests
and staff. Casadia Palace wishes to assure the public that this incident does not
reflect the commitment to maintaining a peaceful and secure environment.

Since the incident happened, Cascadia Palace has been working

extensively with police and private investigators to gather all necessary
information and evidence. Cascadia Palace expresses the deepest gratitude to
these dedicated professionals for their relentless efforts in resolving the matter
swiftly and efficiently.

After a thorough investigation, it has been determined that the murderer

has been arrested, ensuring that no further threat to our guests or staff remains.
Cascadia Palace is grateful for the support and patience of guests, and Cascadia
Palace extends sincere appreciation to the local community for their
understanding during this period. Guest safety is of paramount importance at
Cascadia Palace. After this incident, Cascadia Palace committed to reassess our
security system to identify any areas for improvement.

Cascadia Palace recognizes this incident has deeply affected guests, and
Cascadia Palace hotel assure that entire staff is actively working to support and
assist those who have been impacted. Professionals with expertise in trauma
care are available onsite, offering support and counselling services to anyone
who requires assistance during this difficult time.

(More)

21
 On behalf of Cascadia Palace and their entire team, Cascadia Palace hotel
extended heartfelt sympathies to those affected by this incident. Cascadia Palace
stands united and committed to providing a safe and unparalleled experience for
each and all of our guests.

Cascadia Palace is a luxurious hotel in the heart of the Daintree

Rainforest. Since 2020, the hotel has been a preferred haven for those seeking a
blend of luxury and nature. Designed with eco-conscious architecture, the
five-star retreat seamlessly blends with its natural surroundings. Guests can
unwind and reconnect with nature through opulent accommodations, delightful
cuisine, and guided rainforest excursions. Cascadia Palace offers a timeless
experience, combining modern comfort, cultural richness, and deep respect for
the delicate Daintree ecosystem.

For further information or support, please contact our designated

representatives:

Media Contact

Arthur

Cascadia Palace

Cascadia.888@gmail.com

###

22
 3. Recovery

Conduct comprehensive training programs to prepare employees for future

crises and improve quality control measures to prevent future incidents and
provide customers with the best services.

Engage with guests and the public through various channels, addressing any
concerns or questions. Encourage satisfied guests to leave positive reviews,
sharing them on social media and the hotel's website. Continuously monitor
online reviews and comments to identify any issues or negative feedback.

Launch more PR campaigns or advertisements and collaborate with influencers

and industry partners to help promote the hotel positively. This can help rebuild
trust and reach a wider audience.

Foster community activities: Connect with the local community through

partnerships, sponsorships, or charitable activities.

V. Press release

23
 PRESS RELEASE
For Immediate Release

Cascadia Palace Hotel Concludes investigation of Tragic Incident

(QUEENSLAND, AUSTRALIA, Dec. 5, 2023) - Cascadia Palace, a

leading 5-star luxury hotel, is relieved to announce the successful conclusion of
a thorough investigation into the tragic incident that recently took place at our
hotel. Cascadia Palace hotel would like to express condolences to the affected
individual and their family during this challenging time.

On 1st of december, an unfortunate incident involving an act of violence

occurred in one of the rooms of Cascadia Palace. Cascadia palace's highest
priorities have always been the safety, security, and comfort of valued guests
and staff. Casadia Palace wishes to assure the public that this incident does not
reflect the commitment to maintaining a peaceful and secure environment.

Since the incident happened, Cascadia Palace has been working

extensively with police and private investigators to gather all necessary
information and evidence. Cascadia Palace expresses the deepest gratitude to
these dedicated professionals for their relentless efforts in resolving the matter
swiftly and efficiently.

After a thorough investigation, it has been determined that the murderer

has been arrested, ensuring that no further threat to our guests or staff remains.
Cascadia Palace is grateful for the support and patience of guests, and Cascadia
Palace extends sincere appreciation to the local community for their
understanding during this period. Guest safety is of paramount importance at
Cascadia Palace. After this incident, Cascadia Palace committed to reassess our
security system to identify any areas for improvement.

Cascadia Palace recognizes this incident has deeply affected guests, and
Cascadia Palace hotel assure that entire staff is actively working to support and
assist those who have been impacted. Professionals with expertise in trauma
care are available onsite, offering support and counselling services to anyone
who requires assistance during this difficult time.

(More)

24
 On behalf of Cascadia Palace and their entire team, Cascadia Palace hotel
extended heartfelt sympathies to those affected by this incident. Cascadia Palace
stands united and committed to providing a safe and unparalleled experience for
each and all of our guests.

Cascadia Palace is a luxurious hotel in the heart of the Daintree

Rainforest. Since 2020, the hotel has been a preferred haven for those seeking a
blend of luxury and nature. Designed with eco-conscious architecture, the
five-star retreat seamlessly blends with its natural surroundings. Guests can
unwind and reconnect with nature through opulent accommodations, delightful
cuisine, and guided rainforest excursions. Cascadia Palace offers a timeless
experience, combining modern comfort, cultural richness, and deep respect for
the delicate Daintree ecosystem.

For further information or support, please contact our designated

representatives:

Media Contact

Arthur

Cascadia Palace

Cascadia.888@gmail.com

###

25
 REFERENCE

[1] Drew Conte, Cornell SC Johnson College of Business, “Sustainability in the

Hospitality Industry: Challenges and Opportunities”, [06/10/2021].
[Online].https://business.cornell.edu/hub/2021/10/06/sustainability-in-the-ho
spitality-industry-challenges-and-opportunities/.

[2] Han Seung Shin, Abhinav Sharma, Juan Luis Nicolau, Juhyun Kang, “The
impact of hotel CSR for strategic philanthropy on booking behaviour and
hotel performance during the COVID-19 pandemic”, Science Direct, vol.
85, no. Compilation of Covid-19 and Tourism papers, p. Tourism
Management, 2021.

[3] Tim Wenger, Matador Network, “These 6 Non-Profit Hotels Give Back To
Their Communities”, [17/05/2018]. [Online].
https://matadornetwork.com/read/6-non-profit-hotels-give-back-communitie
s/.

[4] UNICEF, “Children in Gaza need life-saving support”, [19/09/2023].

[Online].https://www.unicef.org/emergencies/children-gaza-need-lifesaving-
support.

[5] Ravneet Wadhwa, Pressreader, “Sustainability in luxury hotels: future of the

hospitality industry”, [15/02/2023]. [Online].
https://blog.pressreader.com/hotels/sustainability-in-luxury-hotels.

[6] Jason Fernando, Investopedia, “Corporate Social Responsibility (CSR)

Explained With Examples”, [18/07/2023]. [Online].
https://www.investopedia.com/terms/c/corp-social-responsibility.asp.

[7] Tim Stobierski, Harvard Business School Online, “What Is Corporate Social
Responsibility? 4 Types'', [08/06/2021]. [Online].
https://online.hbs.edu/blog/post/types-of-corporate-social-responsibility?fbcl
id=IwAR128ELtZfyfqEAP5N1ZMeW9m3JwqqweWC6PGYRc_xAt9eZrit
UwbgYDQWg.

26
[8] Preemptive Rebuttal: A Persuasive Discussion Tip - Medium.
https://medium.com/@jjbartholomew/preemptive-rebuttal-a-persuasive-discussi
on-tip-68a8ea1cea98.

[9] REACTIVE PUBLIC RELATIONS STRATEGIES.

http://www.ocw.upj.ac.id/files/Slide-COM309-COM309-Slide-10.pdf.

[10] PR Strategy: 13 Effective Public Relations Strategies (Examples &

Tactics).
https://ninjapromo.io/most-effective-public-relations-strategies.

[11] Data Leak at Hotel Booking Companies Affected Millions of Guests.

https://www.cpomagazine.com/cyber-security/data-leak-at-hotel-booking-comp
anies-affected-millions-of-guests/.

[12] 6 ways hotels can prevent, prepare for crisis situations.

https://www.hotelmanagement.net/security/six-ways-hotels-can-prevent-and-pre
pare-for-crisis-situations.

[13] Ethics of Wildlife Management and Conservation: What Should We ... -

Nature.
https://www.nature.com/scitable/knowledge/library/ethics-of-wildlife-managem
ent-and-conservation-what-80060473/.

[14] VOCAL COMMISERATION STRATEGY (CONDOLENCE)

27
https://www.vocabulary.com/dictionary/condolence ,
https://www.dictionary.com/browse/condolence

[15] Press Release:

https://blog.hubspot.com/marketing/press-release-template-ht,https://writing.col
ostate.edu/guides/guide.cfm?guideid=75#:~:text=Structure%20of%20a%20Pres
s%20Release,-All%20press%20releases&text=The%20headline%20is%20follo
wed%20by,followed%20by%20underlying%20background%20information.

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