Leconte  Lee  

     

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Leconte  Lee    COM  3950  –  Communication  Practicum    

Final  Paper         Outrigger   Enterprises   Group   is   one   of   the   largest   and   fastest   growing  

privately-­‐held   leisure   lodging  and  hospitality  companies   in   the  Asia  Pacific  and  

Oceania   regions   and   continues   to   expand   its   presence   throughout   the   area.   A  

family-­‐owned   company   with   more   than   60   years   of   hospitality   experience;  

Outrigger   runs  a  highly-­‐successful,  multi-­‐branded   line  of  hotels,   condominiums  

and  vacation  resort  properties.   I  was   lucky  enough  to  do  an   internship   in   their  

Public  Relations  Department  under  the  supervision  of  Nancy  Daniels  and  Kathy  

Hansberry  this  Fall  2011.    

  This  internship  has  exceeded  my  expectations  and  I  thought  it  went  really  

smoothly  and  successfully.   I   feel   so  blessed  with   the  experiences   I  have  gained  

and  the  people  I  have  gotten  to  know.  I  will  now  go  forth  into  the  real  world  with  

the  professionalism  and  work  ethics  that  Outrigger  has  instilled  in  me.  Also,  I  will  

use   everything   I   have   learned   and   forge   my   way   through   the   concrete   jungle  

where   dreams   are   made   of   –   which   is   the   advertising   and   public   relations  

industry.  I  am  so  lucky  to  have  Outrigger  on  my  resumé  as  it  is  a  company  that  is  

highly  reputable.  I  couldn’t  have  had  a  better  internship  or  a  better  group  of  co-­‐

workers  who  are  passionate  about  their  jobs.    

  This   internship   was   focused   mainly   on   public   relations.   Outrigger   has  

more  than  44  properties  and  the  public  relations  department  handles  the  PR  of  

every  hotel,   especially   in  Hawaii.  Mainly,  we   are   responsible   for   drafting  news  

releases   to  be  distributed   internally  and  externally.  Because   there  are  so  many  

properties,  we  usually  handle  all  the  news  releases  whether  it’s  an  event  that  is  

happening   in   the   property   or   even   just   to   highlight   the   great   work   that   a  

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property  has  done  or   is  doing.  We  handle  all  aspects  of   the  news  release,   from  

drafting  it,  to  sending  it  out  for  reviewing,  to  posting  it  online,  and  to  circulating  

it   to   the  media.   Besides   news   releases,   we   also   do   calendar   alerts,   which   is   a  

shorter   form   of   news   release   just   to   remind   people   that   an   event   is   going   to  

happen.  The  purpose  of   this   is  so   that  people  will  mark   their  calendars;  hence,  

calendar  alert.    

  Of  course  to  draft  these  news  releases  and  calendar  alerts,  I  need  to  know  

who  the  audience  is  and  what  information  needs  to  be  included  in  the  copy.  That  

is   where   research   comes   in.   I   have   done   research   on   so   many   topics   such   as  

research  another  organization’s  green  efforts,  search  for  media  contacts  all  over  

the   island,   events   that  are  happening  around   the   island  and  even   fun  stuff   like  

researching  Halloween  games  for  the  department’s  Halloween  party.  Not  only  do  

I  have  to  research,  but  also  I  need  to  compile  and  filter  what  is  deemed  important  

and  what  is  junk  because  my  supervisor  wouldn’t  read  something  that  is  not  of  

substance.   One   thing   I   learnt   to   is   editing,   there   are   bountiful   information   out  

there,  and  it  is  my  job  to  know  what  is  important  and  what  is  not.    

Since  Outrigger  Enterprises  Group  has  so  many  properties  to  deal  with,  it  

is  almost   impossible   for   the  public  relations  department  to  handle  every  single  

news   release;   therefore,   they   seek   the   help   of   an   agency,   BennetGroup.  

BennetGroup   is   a   full-­‐service   public   relations   and   strategic   communications  

company   serving   clients   throughout  Hawaii   as  well   as   on   the  mainland  United  

States.  BennetGroup  essentially  contributes  ideas  and  lighten  the  load  of  the  PR  

department  at  Outrigger  Enterprises  Group.  It’s  always  good  to  get  a  set  of  eyes  

from  the  outside  and  also  to  get  fresh  opinions  and  ideas.    I  am  fortunate  enough  

to   sit   in   in   these   meetings   to   see   the   great   minds   at   work.   It   was   truly   a  

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wonderful   learning   experience   because   I   got   to   see   ideas   formulate,   creativity  

burgeon,  and  things  getting  done.  Ultimately,  in  these  PR  meetings,  the  main  goal  

is  to  come  up  with  ideas  that  will  help  boost  sales  of  room  nights  for  the  hotels.  

And  this  is  done  by  news  releases  and  various  promotional  ideas  that  formulate  

in  these  meetings.  Besides  these  PR  meetings,  I  also  got  to  attend  a  UH  basketball  

game   meeting   where   Outrigger   is   one   of   the   main   sponsors.   I   am   especially  

amazed  at  the  work  Outrigger’s  marketing  department  does.  Every  two  weeks  or  

so,  I  get  to  sit  in  in  the  ‘catch-­‐up’  meetings  where  each  department  goes  through  

every   single  work   they  are  working  on   to  make   sure   everyone   is   on   track  and  

that   the  work  done   is   in   line  with   the  marketing  budget.   I   think   this   is   a   great  

idea   and   should   be   implemented   in   every   company.   This   helps   to   see   the  

progress   of   the   department,   keep   each   other   accountable   and   also   see   if   any  

particular  coworker  needs  something  taken  off  their  plate.  

   I   spent   a   lot   of   time  working   on   a   software   called   Sitecore.   Sitecore   is  

basically   the   back   end   of   Outrigger’s  webpage.   Everything   that   you   see   on   the  

website,   it   is   because   of   the   software   called   Sitecore.   I   spent   a   lot   of   time  

uploading   news   releases   and   calendar   events   (events   that   happen   all   around  

Oahu  and  Kauai)  onto  this  software.  Each  news  release  takes  about  4  minutes  to  

be  uploaded   into   ‘real-­‐time’  as   there  are  so  many  different  components;  plus,   I  

have   to   pay   close   attention   because   a   mistake   will   shed   a   bad   light   on   the  

organization.  When  uploading  an  event,  I  have  to  insert  eh  locations,  price,  date,  

time,   description   of   the   event,   a   summary   as   well   as   the   type   of   event.  When  

uploading  a  news  release,  I  have  to  upload  a  summary,  check  the  release  number,  

the   archive   date,   inserting   a   picture,   as   well   as   making   sure   the   links   are   all  

working.    

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  After  all  the  news  releases  and  calendar  alerts  are  circulated,  we  have  to  

make  sure   that   the  press  picks  up   the  stories.  Outrigger  has  a  certain  software  

that   they  use  called  Vocus,  where   they   filter   the  web   to   see  whether  any  news  

releases  got  picked  up  by  an  individual  website.  After,  I  would  print  and  file  them  

according  to  the  respective  property.  This  is  important  to  see  which  website  or  

news  organization   is  particularly   fond  of  Outrigger.  Also,  at   the  end  of   the  year  

and  each  quarter,  a  report  will  be  drafted  to  show  whether  the  news  releases  we  

are  drafting  are  effective  or  not.    

Public   relations   is   not   only   about   drafting   news   releases   and   calendar  

alerts,   it   also   means   networking,   going   out   there   and   participating   in   event  

openings.  That   is  exactly  what  I  did  at   this   internship  too.   I  attended  the  grand  

opening   of   a   massage   parlor   down   at   Waikiki   where   I   had   to   network   with  

people  as  well  as  take  some  pictures  to  be  used  in  future  news  releases.  Being  a  

PR  practitioner  is  not  all  that  bad,  once  in  a  while  there  are  perks  and  incentives,  

like  in  this  case,  I  got  a  free  massage  out  of  it.  It  was  definitely  much  needed.  

Public   relations   is   all   about   promoting   goodwill   between   itself   and   the  

public,  and  it  is  nonpaid,  unlike  advertisements  where  you  can  pay  for  space  on  a  

media   vehicle   and   they   will   make   sure   you   will   be   on   the   magazine   or  

newspaper.  In  the  hospitality  industry,  we  rely  on  travel  writers  to  write  about  

the   organization.   That   is   exactly   what   we   did;   we   invited   5   renowned   travel  

writers   from   all   over   the   country   to   experience   Hawaii   with   Outrigger’s  

hospitality   and  properties.   All   expenses  were   paid   by   the  Visitor’s   Bureau   and  

Outrigger.  This  is  in  the  hopes  that  the  travel  writers  will  shed  some  good  light  

on   Outrigger   and   write   about   their   wonderful   time   spent   here   in   Hawaii.   To  

make   this   happen,   a   lot   of   preparations   had   to   be   taken,   including   coming   up  

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with   the   itinerary,   welcome   letter   and   the   welcome   gift   basket;   all   of   which   I  

worked   on,   I   had   to   research  what  was   fun   to   do   on   the   island   and   create   an  

itinerary  for  each  of  the  travel  writers  as  their  itineraries  are  different.  One  of  the  

activities   included   a   scavenger   hunt   around   Outrigger’s   properties   in  Waikiki.  

This   scavenger   hunt   was   for   the   travel   writers   to   experience   each   property’s  

uniqueness.  I  had  to  go  to  each  property  to  research  and  come  up  with  questions  

for  the  scavenger  hunt.  I  had  to  make  sure  it’s  easy  and  fun  for  all  to  enjoy.  Lastly,  

I  had  to  wrap  gift  baskets  and  let  me  tell  you,  I  am  not  very  handy  with  ribbons.    

Then  came  Halloween  where  the  marketing  department  is  always  known  

as   the   ‘fun’   department.   I   was   exploited   of   my   height   to   help   out   with   the  

Halloween   decorations,   which   I   didn’t   mind   because   I   had   some   ideas   to  

implement,  which  turned  out  really  great.  My  job  is  not  all  serious;  another  fun  

thing  I  did  was  regulating  social  media.  The  person  who  was  in  charge  of  social  

media  was  away  on  vacation;  so,  we  the  interns  took  over  this  job  for  two  weeks.  

We  had  to   log  on  to  Facebook  and  Twitter  (this  was  the   fun  part),  regulate  the  

comments,  update  the  hotel’s  status,  and  post  relevant  materials.  It  is  nice  to  see  

that   the   organization   is   keeping   up   with   the   Joneses   by   fully   utilizing   social  

media   in   their   day-­‐to-­‐day   job.   As   the   industry   evolves,   so   should   a   company’s  

methods  of  dealing  with  the  public.  Public  relations  is  about  reaching  the  masses  

with  quality,  people  are   looking  at  people  practitioners   to   craft   their  messages  

and   brand   because   consumers   are   skipping   a   lot   of   the   traditional  media   and  

going  directly  to  the  brand.    I  had  to  regulate  the  hotel’s  fans’  comments,  either  to  

reply  their  query  or  just  ‘like’  their  comments.  Also,  I  had  to  update  Twitter  and  

tackle   different   questions   that   are   raised   in   each   social   media   site.   This   was  

interesting   because   this   is   what   I’m   good   at;   our   generation   is   good   at  multi-­‐

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tasking  and  the  web.  So  I  must  say  that  this  was  my  forte  and  wished  I  had  more  

time  to  work  on  it  instead  of  just  two  weeks.  It  was  interesting  to  note  that  if  a  

fan  on  Facebook  posts  on  the  wall  of  a  hotel  saying  that  they  are  arriving;  those  

in  charge  of  social  media  will  notify  the  concierge  of  the  hotel  to  make  sure  that  

they  get  an  amenity  package.  I   think  this   is  a  brilliant   idea  to   leave  a  great  first  

impression  for  the  guests.  

Another  interesting  project  I  worked  on  was  the  Green  Project.  Outrigger  

wants   to   position   itself   as   a   company   that   supports   ‘green’   and   one  who   tries  

their   best   to   implement   various   green   efforts   such   as   recycling   materials,  

donating   towels,   using   light   sensors,   low-­‐flow   showers,   energy-­‐efficient   light  

bulbs   and   many   others.   What   I   had   to   do   was   email   and   contact   all   the  

properties’   managers   to   find   out   what   they   are   doing   at   each   property   to  

promote   the  green  effort.  After,   I   compiled  all   the   results,  made  a   spreadsheet,  

and  drafted  a  news  release.    

Of  course  being  an  intern,  I  have  mundane  intern  tasks  I  have  to  tackle  on  

a  daily  basis  such  as  keeping  the  department  tidy  by  organizing  and  filing.  Things  

I   did   include   labeling   all   the   employees   folders   and   got   rid   of   old   employees’  

folders,   updating  Outrigger’s   awards   list,   sorting  media  pictures   and  CDs   since  

1999,   organizing   press   kits,   creating   spreadsheets,   creating   labels   using   a  

typewriter,  running  errands  for  my  supervisor,  printing  documents,  cleaning  up  

outdated   magazines,   typing   minutes   of   meetings,   and   making   copies.   This   list  

does  not  even  cover  half  of  the  stuff  I  do  as  an  intern  but  I  highlighted  the  major  

tasks  I  worked  on.    

  As  you  can  tell  by  the  several  paragraphs  above,  the  projects  and  tasks  I  

worked   on   were   very   different.   I   literally   do   everything,   and   almost   like   my  

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supervisor’s  job.  I  was  not  bored  at  all  during  this  internship  and  wished  I  would  

have  been  given  more  tasks  to  work  on.  Everyday,  there  is  something  to  do  and  a  

new  task  to  tackle,  which  I  enjoyed  a  lot.  My  supervisor  did  a  great  job  delegating  

workload  to  me  and  the  other  intern.  I  am  amazed  how  she  does  it  alone  without  

interns.   I   believe   this   internship   has   helped   molded   me   into   a   better   PR  

practitioner,  it  has  given  skills  I  wouldn’t  have  learned  in  a  classroom  setting  as  

well  as  the  experience  I  got  from  interacting  with  people.  So  yes,  I  would  say  that  

this  internship  has  indeed  helped  prepare  me  for  my  future  career  in  advertising  

and   public   relations.   Everything   that   is   taught   in   class   is   mere   theory   of   the  

industry,  having  this  knowledge  alone  will  not  prepare  one  for  the  real  world.  I  

believe  an   internship   is   the  perfect  vehicle  to  drive  one   into  the   industry.   I’m  a  

strong  believer  in  learning  outside  the  classroom,  as  no  class  will  teach  what  is  

exactly  expected  from  a  job.  

  The   one   thing   I   enjoyed   most   about   this   internship   was   the   variety   of  

projects.  It  kept  me  on  my  feet  and  there  was  always  something  new  to  learn  and  

tackle.   I   also   enjoyed   meeting   new   people,   going   out   and   representing   the  

company,   and   attending   meetings.   Just   because   this   was   a   public   relations  

internship,   doesn’t   mean   I   have   to   enjoy   drafting   news   releases,   because   it  

wasn’t  my  favorite,  to  be  honest.  My  writing  style  is  more  creative  compared  to  a  

normal  news  release  but  this  is  what  an  internship  is  for,  to  hone  your  skills,  to  

realize  your  strengths  and  to  determine  whether  you  are  in  the  right  area  in  the  

industry.   I   find   that   I   could   excel   more   in   other   areas   but   I   appreciate   the  

experience   I   got   from   this   internship   as   I   can   apply   the   skills   I   learned  

everywhere.    

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  At   the   end  of  my   internship,   I   had   to   fill   out   an   evaluation   form   for  my  

supervisor  and  I  listed  several  recommendations  as  well  as  suggestions  that  they  

could   maybe   implement,   such   as:   a   property   tour   at   the   beginning   of   the  

internship  to  get  a  feel  of  the  properties  (we  were  supposed  to,  but  it  got  really  

hectic),  shadowing  the  other  departments  because  this  industry  is  so  integrated  

that   a   PR   practitioner   should   know   a   little   advertising   and   marketing,   a   sit-­‐

down/shadow   with   the   top   executives   for   them   to   impart   wisdom   into   our  

minds  and  also  to  have  more  involvement  when  meeting  clients  or  lunches.    

  I   believe   a   student   has   to   have   a   certain   level   of  maturity   and   sense   of  

determination  to  succeed  in  an  internship.  If  you  walk  into  the  job  with  an  open  

mind  and  a  willingness  to  learn,  you  will  succeed.  I  would  definitely  recommend  

this  internship  to  my  peers,  as  it  will  give  them  the  insight  of  a  PR  practitioner  in  

the  hospitality  industry.      

  In   conclusion,   I   am   proud   to   say   that   I   have   done   an   internship   at   a  

reputable   organization   such   as  Outrigger   Enterprises  Group.   I   have   learned   so  

much   from  drafting  news   releases   to  maintaining   order   in   the  public   relations  

department.   I   have   gained   valuable   writing,   social,   personal,   organizing   and  

critical  thinking  skills  through  this  once-­‐in-­‐a-­‐lifetime  experience.  I  am  especially  

glad  to  have  known  a  bunch  of  great  people  with  such  big  hearts.  Now  that  I  have  

made   connections,   who   knows,   they  might   offer  me   a   job  when   I   graduate   or  

might  know  someone  who  is  looking  to  hire.  Isn’t  that  what  internships  are  for?