Hotel Public Relations Types and Annual Budget

**[Types and Procedures of Public Relations in Hotels]**

**I. Types of Hotel Public Relations**

Hotel public relations can be broadly categorized into the following types based on their objectives:

(a) Public relations campaign

Public relations promotion refers to public relations activities primarily aimed at promoting the hotel itself, shaping public opinion, and expanding its internal and external influence and reputation. This type of public relations is characterized by its strong leadership and timeliness, effectively utilizing media to communicate with the general public or specific groups, and achieving good publicity results. Examples include press conferences, press briefings, public relations advertisements, product and service advertisements, hotel publications, and promotional brochures.

Public relations serves two main purposes. Externally, it expands a company's influence, builds its image, and promotes its products or services. Internally, it facilitates communication between superiors and subordinates, relays external information, and boosts employee morale.

(ii) Interpersonal Public Relations

Interpersonal public relations refers to public relations activities aimed at expanding networks, enhancing friendships, fostering relationships, and pursuing potential benefits. This type of public relations is characterized by interpersonal communication with virtually no intermediaries, high directness and flexibility, and a strong personal touch, making it an effective way to build positive relationships and make friends. Examples include receptions, buffets, general manager's parties, cocktail parties held by hotels for various reasons, and "entrepreneur clubs" organized by the hotel's public relations department. Interpersonal public relations often requires considerable costs but does not generate direct, tangible revenue. Therefore, its underlying objectives and potential benefits should be carefully considered.

(III) Service-oriented public relations

Service-oriented public relations refers to using the provision of various affordable services as a means to communicate with a specific public, foster friendship, and pave the way for the promotion of hotel products. The characteristic of this type of public relations activity is that it uses high-quality service as a special medium, allowing the specific public to experience it firsthand, thereby expanding the company's influence and reputation. Examples include complimentary food tastings at the opening ceremony of a hotel's food festival or other themed event; movie screenings held on weekends or holidays; unannounced visits by industry experts for 2-3 days or more to assess hotel quality; and special services for VIP guests. Service-oriented public relations does not include the hotel's routine reception services; it primarily manifests as free services.

(iv) Public relations for public benefit

Public relations for social good, also known as social PR or sponsorship PR, refers to various public relations activities that benefit society through charity and sponsorship. Examples include sponsoring activities for people with disabilities, sponsoring Hope Primary Schools, sponsoring activities in response to natural disasters, and various public welfare undertakings. This type of PR involves the company sponsoring a certain amount of cash or goods, holding specific forms of public relations sponsorship activities, and using media publicity to improve the hotel's public image; therefore, it is a type of PR activity that should be encouraged.

(v) Consultative Public Relations

Consultative public relations refers to a type of public relations activity whose main purpose is information gathering, public opinion supervision, and opinion polls. Examples include customer hotlines set up to meet customer needs, opinion polls conducted on important issues within the hotel, certain "quiz with prizes," a petition system established for a certain period, and a "general manager's mailbox" set up in the hotel.

**II. Annual Budget for Hotel Public Relations**

The annual public relations budget is a preliminary estimate and allocation of public relations activity expenses based on the hotel's operating policy and annual public relations activity plan. The hotel's annual public relations budget mainly consists of three parts:

(a) Public Relations and Advertising Expenses

Public relations and advertising expenses mainly include two parts: First, the cost of advertising on media such as television, newspapers, magazines, and radio. This part of the cost is generally determined based on advertising contracts, actual consumption in the previous year, and business development needs for the budget year. Second, the cost of public service advertising and promotional materials. This mainly includes the cost of printing promotional photos, pictures, posters, and distributing brochures and hotel introductions to guests. This is generally roughly estimated based on the actual expenditures of the previous year.

(ii) Public Relations Activity Expenses

This section refers to the expenses required for major public relations activities within the budget year. These activities should be planned annually in advance. Generally, 2-3 major public relations activities are sufficient per year. The budget for each activity can be roughly determined by referring to the average cost of similar major activities in the previous two years.

(III) Regular Public Relations Expenses

Public relations expenses refer to the daily operating costs of the hotel's public relations department. The largest portion of these expenses consists of personnel costs for public relations staff and entertainment expenses. The remaining costs are mainly for daily office expenses, graphic design fees, and public relations supplies and materials. These costs are generally determined based on the previous year's actual expenditures.

By summarizing and analyzing the expenses from the three aspects mentioned above, and making appropriate adjustments in conjunction with the hotel's overall business plan, the hotel's annual public relations budget can be determined. Since hotel public relations activities often involve uncertainty, a reasonable margin should be left when budgeting specific expenses, while adhering to the principle of cost-saving. The public relations budget, once approved by the general manager and incorporated into the hotel's overall budget, will serve as a control standard for public relations expenses, ensuring the smooth implementation of public relations activities.