The effects of communication techniques on public relation activities: A sample of hospitality business

Abstract

Nowadays, firms who give importance to public relations have been increasing rapidly in numbers. All modern firms either found public relations department in their body to deal with public relations operations or outsource this activity to consultants in order to communicate with target populations. Among the firms in tourism sector, hospitality companies are the ones that use public relations the most. The purpose of this study is to investigate the communication techniques in public relation and effects of these techniques on public relation activities. A literature review was conducted for research model and then questionnaire was developed from the studies in the literature. Data were collected by researchers in face-to-face interviews with 145 supervisors who are responsible for public relation activities of the hotel and were analyzed with SPSS statistical programs. Structural and convergent validity of the data have revealed with the explanatory factor analysis. It was tested using a regression analysis to determine the effects of independent variables on dependent variables. As a result, independent variables have positive effects on the dependent variables.