Research On Public Relations Strategy Of Hotel K

Under the grimmer macro-economic situation and the pressure of economic downturn, the competition grows severe among hotels in China. More and more hotels realize that public relations is an important approach to enhance their competence and makes it possible for them to bring good economic and social benefits. Since entering China, Public Relations has been developed to some extent, but some questions still remain. For instance, the work of public relations from concept to image has been misunderstood and vulgarized by many people, and the low quality of part of the hotel public relations staff has hindered hotels from the effective implementation of public relations.With the development of Guangxi Beibu Gulf Economic Zone, the speeding up of the construction of the ASEAN Free Trade Area and the expanding of High-Speed Rail Network, Nanning will become an important tourism hub in the regional tourism system. Therefore, K Hotel is facing unprecedented opportunities and challenges in public relations. First, this thesis analyzes the current situations and problems of K Hotel in Nanning through questionnaires and interviews, and summarizes the main reasons for the problems in the public relations of K Hotels, i.e., the lack of public relations training, the low salary of hotel staff, the lack of strategic public relations management and the lack of crisis management awareness. Second, by the use of SWOT analysis, this paper analyzes the public relations of the internal and external environment in K Hotel, exploring the strengths and weaknesses and studying the opportunities and challenges which the external environment brings to K Hotel. Finally, the paper provides the targeted strategic solutions. The results show that K Hotel should foster a decent internal and external public relations atmosphere. The employees should be trained vocationally and strengthened the awareness of public relations and their etiquette. The salary system should be reformed to trigger employee's enthusiasm. Internal communication should be strengthened. A good internal public relations environment should be created. The hotel CIS System should be introduced, and the hotel culture should be constructed. The close communication with the external public should be emphasized. And the public relations in crisis should be well prepared.