Spotlight on Carrie Pavlick: A 12 Year Journey in Hospitality PR at DEVENEY

Carrie Pavlick, a Partner at DEVENEY, is celebrating 12 years with the agency this year. With a career that began in TV news and transitioned into PR in 2008, Carrie has spent over a decade shaping DEVENEY’s approach to public relations, particularly in the hospitality industry. Her insights reflect a deep understanding of how the field has evolved and the challenges and opportunities that come with it.

Adapting to Change in PR and Hospitality

Carrie’s career began in a newsroom in Baton Rouge, but it wasn’t long before she found her way into the world of PR. Since then, she’s seen the role of public relations change dramatically, especially in hospitality. “The role of PR in the hospitality industry has evolved significantly over the years, adapting to technological advancements, changing consumer behavior, and global trends,” she says.

Gone are the days when traditional media—print, television, and radio—dominated the landscape. Now, digital platforms and influencers play pivotal roles in shaping public perception and engagement. Carrie notes, “Digital platforms dominate, and influencers play a pivotal role,” highlighting the shift from traditional PR to more dynamic, online strategies.

Challenges and Opportunities in Hospitality PR

Navigating the hospitality industry’s fast-paced environment has its unique set of challenges. Carrie emphasizes that hospitality never sleeps: “PR professionals must be prepared for crises, emergencies, and media inquiries at any time.” From managing online reviews and social media responses to dealing with crises like natural disasters, the stakes are high.

Yet, these challenges come with unique opportunities. “The hospitality industry thrives on stories—unique experiences, cultural immersion, and personalized service,” Carrie explains. She sees storytelling as a powerful tool that can create emotional connections with guests. Additionally, she views event marketing and collaborations with local businesses and influencers as key strategies for driving media coverage and enhancing brand visibility.

The Rise of Digital Media and Influencers

In today’s digital age, the speed at which information travels has transformed PR strategies. “Digital media accelerates communication,” Carrie says. The ability to reach a global audience instantly and engage with them in real time is a powerful tool for PR practitioners.

Online reviews also play a significant role in shaping consumer behavior, making reputation management more critical than ever. Carrie explains that influencer marketing is another game changer for the industry, offering a sense of authenticity and relatability that resonates with consumers. “Their endorsements often carry more weight than traditional media and offer exposure to a broader audience,” she notes, highlighting the mutually beneficial relationships between influencers and hospitality brands.

Shaping the Future of Hospitality Through PR

As the hospitality industry continues to evolve in the age of digitalization and globalization, Carrie believes PR plays a crucial role in shaping this new landscape. “PR acts as a bridge between digitalization, globalization, and the evolving hospitality landscape,” she says, emphasizing the need for compelling narratives and reputation management as key components of modern PR.

Advice for New PR Professionals

For those just starting in PR, Carrie offers a wealth of advice. She encourages new professionals to understand the fundamentals of the industry, stay curious, and continually hone their skills, especially writing. “Clear, concise communication is fundamental in PR,” she says. Building relationships, staying flexible, and learning from mistakes are also essential for success.

She also stresses the importance of networking, which she calls “the lifeblood” of PR. “Networking isn’t about collecting business cards,” she says. “It’s about cultivating meaningful connections.” For those looking to stand out in a competitive industry, Carrie recommends focusing on personal branding, continuous learning, and creativity.

Keys to Success in PR

Throughout her career, Carrie has adhered to several guiding principles, including authenticity, transparency, and ethical practices. “Authenticity builds trust,” she says, emphasizing the importance of being transparent with clients, the media, and the public. Understanding your audience, weaving compelling stories, and building strong relationships are also central to her approach.

As she looks to the future, Carrie remains dedicated to fostering the next generation of PR professionals. Her 12 years at DEVENEY have been marked by growth, both for the agency and her own career, and she continues to push the boundaries of what’s possible in hospitality PR.

Carrie’s Final Thoughts: Navigating Stress and Maintaining Balance

In a demanding industry like PR, maintaining work-life balance can be a challenge, but Carrie has learned how to manage stress effectively. She recommends prioritizing self-care, setting boundaries, and practicing good time management. “Connect with other PR professionals and share experiences,” she advises, noting the importance of community in navigating the ups and downs of the profession.

Carrie Pavlick’s story is one of adaptability, creativity, and dedication to her craft. As she celebrates her 12th year with DEVENEY, she continues to shape the future of hospitality PR, offering wisdom and guidance to those following in her footsteps.