As relações públicas e a gestão das marcas no sector hoteleiro

: o caso do Hotel Ritz Four Seasons Lisboa

Abstract

This internship report is entitled as “Public Relations and Brands Management in Hotel Industry: the case of Four Seasons Hotel Ritz Lisbon” and the guiding question throughout the report is: “How are public relations professionals responsible for managing brands in the hotel industry?”. It is important to note that this study was based on an internship in Communication and Image - Public Relations Department in the Four Seasons Hotel Ritz Lisbon, from the 1st of February to the 28th of June 2013. The main purpose of this study is to explore the role that public relations professionals execute in relationship management between a hotel brand and their clients; emphasizing the characteristics of face-to-face communication where dialogue prevails and, more recently, the utility of 2.0 communication, which brought interactivity and dynamism to this relationship. With this study, it is my purpose to approach and analyze the existing interactivity between journalists, who enjoyed a stay at Four Seasons Hotel Ritz Lisbon during my internship, and the Public Relations Department. The chosen methodology consists on a quantitative method for which the data collection was the survey and for the qualitative method, an individual interview was used as a technique for data collection. The target of the survey were journalists who enjoyed a stay at the Hotel Ritz, and the interviewee was the Director of Public Relations. The data gathered allow concluding that the Public Relations Department is able to create an emotional and trust relationship between a hotel and journalists, creating positive perceptions of the brand, searching for new and different features, which result in journalists joining the brand and intending to disclose it in the print media.

Date of Award	2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Verónica Policarpo (Supervisor)