What an organization says and does in the first hours of a crisis can make all the difference. Southwest defused the situation while United fumbled and added fuel to the fire.[Click on image for the full size infographic]

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To attract and motivate the best professionals, hospitality employers should craft internal messaging to be inclusive and considerate of all ethnicities.

Celebrate diversity

Having formal written materials that clearly state the importance the company places on a culturally inclusive work environment can establish the organization as one that values all employees’ backgrounds. But this communication should not be limited to written materials provided to employees. Top leadership and managers at all levels should also speak and act in ways that ensure that everyone feels like an integral part of the organization.

During the 2012 Great Place to Work® Conference, Clarence Otis Jr., the CEO of Darden Restaurants, parent of LongHorn Steakhouse and Olive Garden, said, “We strongly believe that understanding and embracing our differences enables us to be stronger individuals and a better team. Our spirit of inclusiveness is woven into our strong culture and we believe that gives us a competitive advantage.” He then explained the importance not just of fostering a diverse team but also creating an inclusive work environment where all employees feel valued.

Understand cultural nuances

While it might seem easier to lump together groups that seem similar (e.g., Asian, Latino) when developing communications plans, it is more helpful to acknowledge the values of distinct ethnicities. For example, while Mexican employees might wish to observe the Day of the Dead, it is not a holiday for their Honduran or Guatemalan colleagues. Being considerate of each group’s traditions and the days they might wish to spend with loved ones helps companies promote goodwill.

Align philanthropic efforts with employees’ interests

Companies should demonstrate their commitment to the community by getting involved with local nonprofit organizations or implementing their own community initiatives – for example a scholarship program for employees’ dependents.

At Kimpton Hotels and Restaurants employees can apply for $1,500 in tuition reimbursement. They can also participate in Kimpton University, whose courses include English as a second language and diversity and inclusion training, both of which help foster a more diverse workforce. The company has also designated November as Kimpton Cares Month, during which each hotel or restaurant chooses a local charity to which donate or volunteer. Allowing employees to have a say on which organizations the company partners with in the community can go a long way in showing employees that their input matters.

Keep lines of communication open

To create an inclusive work environment it’s crucial that managers see internal communications as a two-way street. At Wyndham Worldwide, 74 percent of employees felt there was clear and transparent communication in the company, and 80 percent said their managers are approachable and easy to talk with. The hotel incorporates employee enrichment programs which include extensive training sessions for newly promoted employees as well as classroom and online learning for members of their teams.

As language barriers may make some service industry employees of color hesitant to speak out about concerns, it’s important for companies to ask employees which methods of communication work best for them and adopt the most requested ones. Employers should also consider preparing communications materials in other languages to ensure that all workers understand them.

In more general terms, a proactive communications program will not only provide a return on day-to-day operations but will also become an asset of the organization in times of crisis. Labor disputes, for example, can often affect employee morale, losses in business and damage the company’s reputation. To avoid these potential challenges, management teams can take an active role in communicating with their employees and create long term positive relationships.

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In public relations, it is our job – or perhaps calling – to be observant arbiters of emerging processes, especially in the way consumers interact with and discover new brands or products. So when it comes to a new service meant to enhance, enrich and accelerate the shopping experience, the PR and Marketing world watches with bated breath.

Enter Google Shopping Express – a new service now in beta test in San Francisco which offers same day delivery from local retailers. The current king of rapid, non-emergency transfer of goods-to-human delivery is Amazon Prime’s two day service, which is not to be undercut by Google’s recent attempt. Nor is any other unique delivery vehicle that has enlivened product awareness in cluttered markets: what the monthly subscription of Birchbox did for beauty brands has been so successful, spin-offs are multiplying like rabbits in spring time [while there is no Birchbox counterpart tailored to rabbits (yet), there is Barkbox, a monthly delivery of goods for your pooch].

As we continue to bask in the whimsical trend of pop-up services and offerings, it’s hard to imagine things slowing down anytime soon. You want it? Now it can be there in a matter of hours, hand-delivered by a gentleman or woman sporting a Google-green polo shirt and a smile. It’s evocative of a 1950’s era Milk Man. Technology has moved us forward to get us back to that level of customer service.

The quickening of the consumer lifecycle inevitably leads to trend forecasting and social media campaigns meant to rise to the occasion; to be as quick-witted and accommodating as the delivery service itself.  And what better way to learn a language than to be immersed in the culture?

Fineman PR decided to play house with Google Shopping Express as beta users. The infographic is a snapshot into our first beta-test experience, and we’ve since continued to shop up a storm.

While it may be too soon to make any major leaps and projections for PR implications, what perhaps is most notable about this service is the inclusion of smaller, local, artisan brands like Blue Bottle Coffee into the mix, and what it means for awareness building. But for now, we’re shopping from our desks with abandon, enjoying the immediacy of our deliveries and becoming more fluent in consumer processes – and all for the sake of research.

Calendar note: For San Franciscan’s interested in Google’s continued global/digital domination, Eric Schmidt and Jared Cohen will be speaking June 4^th here in the city, brought to you by the Commonwealth Club.

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Plus, there is no denying that it’s just a wonderful tradition from this great organization that the girls – as well as cookie lovers – look forward to year after year.

This year, we helped Girl Scouts of Northern California celebrate National Cookie Day with a fun infographic that shows how these tasty treats do good in the community. So when you purchase a box, you can feel good knowing that not only are you enjoying a tasty treat, you are helping your community.  

We are having an inner office debate on which is the best cookie out of the eight flavors. Which is your favorite?  

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