Small hotels should consider making public relations a cornerstone of the company’s growth strategy. When a consumer sees third party exposure of a service, it is perceived much differently than a traditional advertisement. When we see an advertisement, we know the company is trying to sell us something. On the other hand, when a third party, such as the media, approves a product or service, the company gains much more credibility. Obviously, customers are much more likely to make a purchase based on third party approval than an advertisement. A consistent public relations program will help build general awareness of your service and will supplement any direct marketing and advertising efforts. This visibility also tends to make your business appear larger and more established than it may be, which may help you secure customers and funding. PR is much less expensive than advertising and the benefits of PR can be much more significant than the benefits of advertising. A fine media placement can show the way to a substantial increase in sales, and because many small hotels have a unique story to tell or a unique service to offer, they are interesting to the media. Get the full story at eHotelier