The Effective communication techniques with in public relation context at hospitality companies and an application in Muğla region

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 In the highly competitive environment of the sector in recent years, the entity of hospitality companies depends on effective and healthy communication with their environment. This situation requires a communication process between hospitality companies and target populations. Firms need to know characteristics and expectations of internal and external target populations before starting public relations operations. Public relations managers in hospitality companies should use proper communication techniques effectively to give the proper quality image to publics. This study consists of three sections. In the first section, historical development, characteristics, classifications and structuring of hospitality companies are analyzed. In the second section, public relations is analyzed by explaining its historical development and its importance and place in hospitality companies is covered. In the last section, the finding of survey study applied on hospitality companies in Muğla region that has a significant standing in Turkey's tourism are analyzed and with the light of findings suggestions are given. VII