In today's marketing tool box, public relations continues to grow in importance. The reason for this is simple. The strategy of talking at consumers through advertising alone is no longer a successful one. Now, consumers respond to dialogue, relationships, interactions, and honest communications. The strategies and tactics to best accomplish this fall under the public relations umbrella. After all, PR has always been about building and maintaining relationships with multiple audiences.

With many tactics falling under the PR umbrella, many hotels find their PR budgets growing. However, those budgets are not limitless. How can you accomplish it all? One strategy is to take advantage of the opportunities available by partnering with your local convention and visitors bureau, tourism development council, chamber of commerce, or state tourism office. By partnering with these organizations, a hotel can pursue opportunities they may not be able budget for on their own, such as reaching international markets.

The first step is to identify effective and important PR tactics. Media relations, or publicity, is usually the first that comes to mind, followed by special events. However, the list doesn't end there. Newsletters, consumer promotions, and crisis communications should also be included. New technologies and mediums include blogs and ...