Public Relations and Marketing Communication

BRIEF DESCRIPTION 

This subject provides students with a comprehensive understanding of the principles and practices of communication and public relations, essential for the success and competitiveness of hotel organizations. In today's dynamic environment, effective communication and public relations strategies are crucial for building brand reputation, engaging stakeholders, and driving business growth.
Students will explore various topics, from communication planning and the use of different communication channels to developing effective public relations strategies.

The course is divided into two main parts. 
Part I: Communication covers the fundamentals of creating a communication plan. It includes understanding the differences between internal and external communication, crafting appropriate messages for each, and using both offline and online communication channels. Students will learn to develop a comprehensive action plan, allocate budgets, and measure expected outcomes. 

Part II: Public Relations focuses on the concept of public relations as a strategic communication process to build mutually beneficial relationships with the organization's publics. It includes understanding the importance of strategic public relations activities within an overall marketing strategy. Students will learn how the public relations function is managed within hotels and in collaboration with external agencies, including media relations and reputation management. This section highlights the critical functions of public relations in maintaining a positive public image and effectively communicating with diverse audiences.
 

By the end of this course, students will be equipped with the skills to develop and implement effective marketing communication and public relations strategies tailored to the dynamic and global nature of the hotel industry.