Interview with Travel PR Pro Lou Hammond

Lou Hammond, founder of Lou Hammond Group travel PR specialist in New York City, discusses what got her into the biz, the changes she's seen over 40 years and her advice for those seeking to enter PR.

What got you started in PR?

Having returned with my husband after a five-year residence in Beirut, I learned Pan American World Airways was seeking a candidate to work in the public relations department. I applied and to my amazement, the woman who interviewed me was someone I had worked with on a fashion show in Lebanon while volunteering for the American Women's Club. I got the job and began my career. Lesson learned: you never know what opportunities a chance encounter will bring.

Lou Hammond

Why did you gravitate towards travel PR?

At the time, I had just returned to the States after living abroad. While in Beirut, we traveled internationally extensively, and I took up learning Arabic. Travel felt like the perfect way for me to put my unusual knowledge of language and culture to use.

What have been some of your biggest obstacles in running your own firm?

After 40 years, I believe I have seen it all. For me, being a woman was never an obstacle. Perhaps the biggest challenges have been shifting with the times, understanding younger generations, and accepting change. From typewriters to the arrival of the famous fax and now the onset of social media, I have had to accept and learn new concepts. This extends too to client challenges, for which I still hold to my beacon of truthful reporting, integrity, and "doing it right," a Pan Am holdover.

How are you handling the onslaught of social media and influencers?

With great pride and success! We were early believers in social and positioned LHG in that direction. Influencers are another facet, it is a business endeavor with contracts, payments, and results. With the 50+ agency accounts we do, it's important to know the best producers and best practices for setting up a campaign.

What most excites you about your work?

The opportunity to support brand building, provide young people with a road map, lead day-to-day media activities, and ensure ongoing client relationships. It is rewarding to make a difference with public relations tools. Also, the building of staff, keeping them motivated and appreciating what they offer brings me joy. We are so fortunate as many clients have been with us over a decade and several employees over 25 years. LHG has a strong record of results, earning us one of the highest client and staff retention rates in the industry. What is more exciting than making people happy - and that is what travel is all about!

How does working for an agency differ from PR/comms for a company?

Having done both, I find little difference. Perhaps there is more freedom in agency life but the need for efficient business remains. With corporate communications, there is the brand, the board and in some cases, shareholders. For PR shops there are the clients, service value for money, and agency growth/reputation.

Are there basic tenets of PR that are still the same today compared to when you started?

Yes, many! Good old fashioned hard work, honesty, enthusiasm, creativity, curiosity, organizational and relationship skills are essential. Generation AI will never trump the success of personal interaction. At the end of the day, the principles are the same, but the delivery is different.

What is a typical day like for you?

In our business, no two days are alike. One day might bring a client crisis while another will center around including media relations. But in my role, perhaps leadership is my most important daily contribution. From our inception I have believed in regular hours. We learned at Pan Am, the plane will leave the gate so on time performance is essential. Depart at the appointed hour and enjoy a great life beyond business.

What skills do you think are key?

I have a saying; I can teach you anything but enthusiasm and style! Those two elements are essential and key to our business. For a career in public relations, skilled writing, good verbal skills, relationship building, worldly overview and patience lead to success. Finally, look the part: always appear professional in dress and manner.

Advice for young people entering PR?

Think about what you really want to do, be excited about the prospects and study the field. While in college make internships part of your summer life. You will learn how the job operates and if you are a fit. Go for leadership roles and participation throughout your education as these activities say you are a doer, ensuring you will be a needed asset in the business. Further, think global, understand the world, be inquisitive and demonstrate you have the skills to go anywhere.

Is part-time or freelance more realistic at this point?

Being employed full-time is most advantageous for a career. Certainly, circumstances can make part-time and freelancing a necessary function but when starting out, I urge full-time, perhaps one can move to less hours.

Where do you see things going for your specialty and PR in general?

The sky is the limit. Travel public relations in particular has seen great growth from cities to counties to states and beyond. Today, we represent over 30 destinations. Taking a vacation is an American right, not a privilege and there is no shortage of exciting experiences offered. In general, PR as an industry has witnessed a real renaissance. It is now recognized as an important business tool and has earned a place at the table.