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全媒体时代对我国酒店的公关工作提出了新的要求。我国酒店的公关存在的问题有:人员缺位、地位不高;专业水平低、承担技工角色;对传统媒体和新媒体认识不足、策略不当;与媒体的关系维护不够等。公关要在全媒体的传播环境中,做好媒体的应对策略。即明确全媒体对传播内容和形式的新要求;准确甄别、选择不同的媒体,做好媒体公关;做好新媒体的运营和信息传播中的议程设置。全媒体的媒介环境也为酒店的形象公关提供了新策略,如投放公关广告、策划公关活动、利用可靠信源、借助关键事件等。
The era of all-media put forward new requirements for the public relations work of our country’s hotels. The public relations in our country have some problems: lack of personnel, low status; low professional level, assume the role of mechanic; lack of understanding of traditional media and new media, improper strategy; inadequate maintenance of media relations. Public relations in all media communication environment, do a good job in the media response strategy. That is, the new requirements of the whole media on content and form of communication should be clarified; the media should be accurately screened, different media should be selected, the media should be well publicized, and the agenda should be set for the operation of new media and the dissemination of information. All media media environment for the hotel’s image PR also provides new strategies, such as running PR advertising, planning public relations activities, the use of reliable sources, with key events and so on.