In the midst of daily operations - preparation for arrivals, room inspections, hosting private events, and countless other details - there is a small department that devotes its efforts solely in establishing and maintaining mutually beneficial relationships between the hotel and all its publics. The term "publics" generally refers to any group attempting to influence an organization, and within hospitality, examples of publics include of course guests, VIPs, unions, activists, government, community leaders, and employees only to name a few. The public relations team leverages the hotel's mission and goals to reflect its interests to these publics and acts as a communications liaison. But the public that occupies a communication manager's time the most are the all-powerful, the invincible, the almighty Media.

Choosing the right people to tackle the mood changes of the press is crucial. Many hotels are torn between spending the extra thousands to hire agencies which outsource their professional services. Outside public relations agencies have an enormous advantage: for the most part they have experience within the industry and know influential people in it. They have established relationships and have worked with many editors in the past and therefore are more confident to leave voicemails knowing that they ...