One bad review that goes viral can undo months of hotel marketing in a single day — which is exactly why public relations has become a survival skill in hospitality, not a nice-to-have. The Training Course in Reputation and Media Relations for Hotels and Tourism Brands, delivered by the Arab British Fellowship Training Academy, prepares participants to build and defend a hotel or tourism brand's reputation on purpose, not by accident.

Sessions cover the full cycle: building relationships with media and guests, running PR campaigns and events, and — critically — handling a crisis before it spirals, using both traditional tools and today's digital and social channels.

Who Should Attend?

• Public relations managers in hotels and tourism establishments.
• Marketing, sales, media, and communications staff in hospitality.
• Anyone building a career in public relations for tourism and hospitality.

Knowledge and Benefits:

After completing the program, participants will be able to master the following:

• Build and manage relationships with media, guests, and the public.
• Design PR campaigns that strengthen brand reputation and visibility.
• Use traditional and digital communication tools together effectively.
• Identify a crisis early and communicate through it without losing trust.
• Measure PR and campaign performance using real indicators, not guesswork.

• Module 1: Public Relations as a Hospitality Discipline

  • Defining PR's role and importance in hotels and tourism.
  • The difference between public relations, marketing, and advertising.
  • PR objectives: reputation, media relationships, and crisis readiness.

• Module 2: Knowing the Audience Before You Speak to Them

  • Understanding different guest and customer segments.
  • Crafting targeted messages for local and international audiences.
  • Techniques for interacting with different types of clients.

• Module 3: Building Relationships with Media and Guests

  • Working with journalists and media specializing in tourism.
  • Press conferences, media events, and press releases that get attention.
  • Using PR to strengthen loyalty with existing and potential guests.

• Module 4: Traditional and Digital Communication Together

  • Comparing traditional media tools with digital channels.
  • Managing social media platforms and online reputation.
  • Using visual content effectively in PR campaigns.

• Module 5: Designing and Measuring PR Campaigns

  • Building innovative PR campaigns around real guest stories.
  • Organizing events and conferences that support the brand.
  • Measuring campaign impact with KPIs, analytics, and audience feedback.

• Module 6: Crisis Communication in Hospitality

  • Identifying the types of crises hotels commonly face.
  • Building clear, transparent crisis communication strategies.
  • Preparing press statements and messaging in advance.

• Module 7: Rebuilding Trust After a Crisis

  • Strategies to restore an organization's image post-crisis.
  • Media campaigns designed to rebuild customer trust.
  • Managing ongoing media relations to improve public perception.

• Module 8: Listening and Adjusting — Polls and Continuous Improvement

  • Using surveys and opinion polling to understand guest feedback.
  • The role of online reviews in shaping reputation.
  • Adjusting PR strategy based on results and market changes.