The effect of public relations on the growth of companies in the

The effect of public relations on the growth of companies in the

Name 6

Theeffect of public relations on the growth of companies in thehospitality industry

Approachesthat companies use to share information with the media and the publicinfluence their overall image in a direct way. The significance ofinformation sharing has forced organizations to adopt more effectivepublic relations strategies that can help them maintain a good imagein the eyes of the public. Public relation is defined as the practicethrough which organizations manage the spread of information betweenthem and the public (IPR Organization 1). For example, manyorganizations, especially those that operate in the hospitalityindustry employ specialists in public relations to manage their flowof information as well as their relationships with the media, targetaudience, and other leaders of opinion. This proposal will provide adiscussion on how public relations can affect organizations in thehospitality industry, either positively or negatively.

Historyand trends in public relations in the hospitality industry

Publicinvention is an old invention that was used in the antiquity tomaintain a positive public image. However, the development of themodern public relation started in the eighteenth century and gainedmore significance in 1900 following the establishment of the firstPublicity Bureau (IPR Organization 1). Although it is not known whenfirms in the hospitality industry adopted the concept publicrelations, trends indicate that many organizations started valuingpublicity in the twentieth century (IPR Organization 1). Thehospitality industry has become more practical than ever following arapid technological advancement. The scrutiny of business bycustomers and experts has become extraordinarily intense and easywhere these reviews can be accessed online by consumers from gradingwebsites such as Yelp and Google. Any company can become a victim tothe taboo of having too many negative reviews online. Because ofthis, maintaining positive public relations have become extraimportant.

Whythe topic is interesting

Iam interested in studying the impact of public relations on thegrowth of hospitality organizations because my career goal is to workwith a consulting firm that focus on solving problems related topublic relations with an emphasis on the hospitality industry. It ismy belief that good public relation strategies can help organizationsin the hospitality sector enhances their profitability as well astheir reputation.

Significanceof the topic to the general readers

Theissue of public relations is critical, not only to investors in thehospitality sector, but also to customers and other stakeholders. Forexample, customers follow reviews from other customers and experts todetermine organizations that offer quality services to their clients.In addition, customers are increasingly becoming interested in thetopic of public relations following the communications made byorganizations given the rapid increase in technological advances,which allows them to access reviews of their preferred organizationsfrom their comfort using electronic gadgets.

Analyticaltreatment of sources


Thearticle “A hospitality and leisure public relations primer” waswritten by Jon Boroshok and published in the Journal of Hospitalityand Leisure Marketing in 2005. The purpose of the article was tooffer the stakeholders in the hospitality sector with a primer thatcan help them maximize their return on investment through publicrelations. Boroshok holds that organizations in the hospitalitysector have been facing significant economic problems as a result ofstiff competition and global economic challenges. Public relation isamong the most significant strategies that can help individualorganizations in standing up above the rest of the players in thesector and help it grow amidst the market wide constraints.

Strengthsof the article include the use of the survey, which is a significantqualitative strategy that allowed the author to collect data from atotal of 50 journalists from business, trade, and consumerpublications (Boroshok 177). This implies that the article is basedon empirical evidence, which enhances its reliability andcredibility. In addition, the sample size of 50 experts isreasonable. The qualitative approach allowed the author toinvestigate the issue of public relations in-depth.

Thearticle has two major weaknesses. First, similar to other qualitativestudies, the data cannot be generalized to other organizations, whichreduces the usefulness of the article. Secondly, the data wascollected through interviews, which created chances for researcher’sidiosyncrasies and bias. In addition, the chances for the researcherto influence the results through personal bias reduced thecredibility of the article.


Thearticle “Public relations in tourism: A research on the perceptionof the Romania Public upon responsible tourism” was authored byAmalia Petrpvici and published in Procedia Social and BehaviorSciences in 2014. The purpose of the author was to evaluate the roleof public relations in the tourism sector, which is part of thehospitality sector, in Romania. Petrovici holds that public relationsserves as a special strategy for promoting organization’s servicesand products, which is accomplished by increasing the visibility ofthese services and products in the public space. The author of thearticle defines public relations as a strategic type of communicationthat helps the organization in gaining the acceptance and theunderstanding of the audience. The author accomplished the purpose ofthe study by a mixed method study that recruited a total of 60participants from Romania. The researcher identified that publicrelations can make a given region a suitable tourism destinationwhile increasing the visibility of the hospitality organizationsoperating in the region.

Thearticle was based on empirical evidence that was collected from 60participants, which enhanced the credibility of the findings. Inaddition, the use of the mixed method approach allowed the researchto harness the strengths of both the qualitative and quantitativeapproaches, which include the in-depth exploration of the underlyingissue.

However,generalizability of the findings may be difficult given that theresearchers focused on the role of public relations in the tourismsector, but the hospitality industry is wider.


Thearticle “Public relations” was written by Prathmesh Parab andpublished in 2013 in slide share. Although the article highlightsseveral methods that organizations, especially those that operate inthe hospitality sector can utilize public relations, the authoridentified several limitations. For example, Parab identified thatorganizations have no means to quantify public relations, which makesit difficult to determine whether the growth achieved by the companycan be attributed to public relations or other factors (Parab 8). Inaddition, Parab held that deft management is required byorganizations that seek to implement public relations, but there isno guarantee that these organizations will achieve any benefits fromthe use of public relationship techniques.

Oneof the key strengths of the article is that it contains the opinionof an experienced person, Prathamesh Parab, who is an executiveofficer at Elico Marketing Ltd. Therefore, the content of the articlecan be relied on. However, the article is not based on any empiricalevidence besides the experience of the author, which reduces itscredibility. This is because the opinion of the authors, Parab, couldbe biased.


Theproposed research will seek to answer the question “How do publicrelations affect company growth within the hospitality industry?”

Inconclusion, the role of public relations in the hospitality sector isa significant topic that is worth studying. Public relation can beconsidered to be a strategic method of controlling communicationbetween the organization and the public in order to ensure that theorganization’s image is reflected in a positive way. In addition,public relations contribute towards the growth of the organization byenhancing its visibility.


Boroshok,J. A hospitality and leisure public relations primer. Journalof Hospitality and Leisure Marketing,12.2 (2005): 177-184. Print.&lt

IPROrganization. Public relations through time. IPROrganization.2015. Web. 13 September 2015.&lt

Parab.Public relations. Slide Share. 24 November 2015. Web. 15 September2015.

Petrovici,A. Public relations in tourism: A research on the perception of theRomania public upon responsible tourism. Procedia-Socialand Behavior Science,163, 67-72.&lt