Business & Management (List All) (Fall 2009)

An elective course in the Spa and Hospitality Management Certificate Program.
The hospitality and spa industries provide travelers with such personal and memorable experiences and at the same time are susceptible to intense scrutiny. Do you have the tools and techniques to "sell the story" and stand behind your brand? The field of Public Relations has moved beyond the press release and is fast becoming a powerful means of communication that every business person must utilize. This course addresses this communication evolution and the impact on spa and hospitality PR tactics. Topics include: communications via traditional and social media outlets; partnerships and promotions with like-minded brands; crisis management; and ways to get recognition and drive bottom line results to your campaign. See enrollment confirmation for login information.

Darlene Fiske holds a Bachelor of Journalism degree with a concentration in Public Relations from the University of Texas in Austin and is the owner of The Fiske Group: Public Relations and Marketing Strategies, an award-winning communications firm in Austin, Texas, specializing in attracting affluent consumers to a variety of industries including hotels, resorts, and spas. Prior to starting her own business in 2006, Fiske spent ten years at Lake Austin Spa Resort, one of the top destination spas in the country and in the world. Fiske has represented some of America's most distinguishable brands including Mohonk Mountain House, Whole Foods Market, Hotel Derek, SimplySoles.com, Peter Max, and Lexus. She has co-chaired the marketing task force for the International Spa Association and her writing has been published in Pulse and Skin Inc. magazines.