This week, you will create your Project Risk Management Plan and submit it to the Dropbox. See the Course Project content item under Course Home for details. Below is the paper.

EFFECTIVENESS OF PUBLIC RELATIONS AS A MARKETING TOOL ON SALES IN THREE STAR HOTELS, AFRICA THIS RESEARCH PAPER IS SUBMITTED IN PARTIAL FULFILLMENT FOR THE AWARD OF (MAY 2016) Table of contents ABSTRACTvii CHAPTER ONE1 1.1Introduction1 1.2 Background of the study2 1 .3 Statement of the problem2 1.4 Purpose of the study3 1.5 Objectives of the study3 1.6 Research questions3 1.7 Significance of the study3 1.8 Conceptual framework4 1.9 Study limitation4 1.10 Assumptions of study5 1.11 Definitions of terms5 CHAPTER TWO6 2.0 Literature review6 2.1 Introduction6 2.2 Chapter summary7 2.3 Review past studies7 2.4 Summary and gaps to be filled8 CHAPTER THREE9 3.0 Research design and methodology9 3.1 Introductions9 3.2 Research design9 3.3 Target population9 3.4 Sample size10 3.5 Data collection10 3.6 Data analysis10 4.0 Findings...........................................................................................................................................................10 References11 ABSTRACT This research gives an insight into the importance of the use of the public relations as marketing tool in three star hotels. The aim of this research is to find out the disadvantaged if any. The research focus is on three star hotels, Africa. The main choice of the topic was to find out how these hotels use public relations as a marketing tool and how it helps them. For the findings, qualitative research approaches were used. Questionnaires were used to gather information. After the end of the research, the results show that few three star hotels use public relations as a marketing tool. Most of their clients are from within and come most relations as marketing tool hence do not know it works. CHAPTER ONE 1.1Introduction Public relation as a marketing tool Public relation is media marketing and one of the most powerful, if not the most powerful, marketing tool at the disposal of any Company. Properly cultured public relations as a market tool on sales in a three star hotel most ahead to the following. It has the power to bring validity to your products and services while assisting in overall growth of a hotel; it also has a more subtle approach to marketing. While advertisements and commercial are more intrusive and direct, provides exposure in a manner that does not seem so direct. Public relations allow your hotel to clearly express the hotels goals. And direction, while directly engaging the community in a non-intrusive manner. A hotel that places itself in a positive might with the public will position itself for growth and connect or identify with certain things. Despite the fact that public relations being a component of managers of hotels that have not really grown. This could be possible because many don't understand what public reasons is, how met works, or how to get it work for their businesses. Public relation is one of the most communication models in a hotel with the main purpose of creating recognizable public image especially in a good way. Cut lip et al (1985) define public relations as the management function in that identifies establishes and maintains mutually beneficial relationships between an organization and the various publics on whom its success or its failure depends. This would simply: a)The selection of the target publics b)The design of appropriate messages communications c)The choice of appropriate media vehicles to deliver the message. 1.2 Background of the study Public relation as a marketing tool on sales can be used by three star hotels to improve on their performance. In this project we bring out the wider view on how public relation can be used according to its role and benefits for effective performance of the hospitality industry. Most of the managers and employees have not put in to consideration of public relation as a tool for long term survival of the hotel. They usually prefer use of promotions and marketing which are for short term and expensive to the hotel despite publicizing the hotel for a short period of time. 1 .3 Statement of the problem A three star hotel that would like to remain competitive and stay miles ahead of their competitors have to be in a position to employ their uniqueness and tackled. In strategy formulation and implementation as this is a great determinates, to its success and continued existence. To effectively, direct and control the use of hotels resources, mechanisms such as the hotels structure, information systems, leadership styles, assignment of key manager budgeting rewards, and control systems, are essential strategy implementation ingredients. The synergy between an among functions and achieved in a strategy implementation. A hotel should concentrate on its core competences to get a distinctive competitive advantage over its competitors. Hotels .perceive public relations as expensive in the short term preferring to use advertisements and commercials, which are cheap in the short run, which leads to the failure of the hotels ineffectively marketing their seller in the public. 1.4 Purpose of the study Three star hotels establishment wants to have the greatest share from the target market and thus high relevance generation. Due to this, many of them have strategized on how to attain the long term objectives through use of PR as a marketing tool. This study will be of great importance to three star hotels because it will be used as basis to show how competitiveness and success in hotel industry can be formulate and implement strategies that promote high performance and success. 1.5 Objectives of the study i.To establish the role of public relations as a marketing tool strategy ii.To determine the effectiveness of public relations as a marketing tool iii.To amine the competitive advantage of using public relations over other forms of marketing. 1.6 Research questions i.What is the role of public relations as a marketing tool? ii.What is the effectiveness of public relations as a marketing tool? iii.Are there other competitive forms of marketing? 1.7 Significance of the study A proper executed PR helps in bringing the image of the hotel industry in question and also helping it at winning the customers loyalty. In various countries in Africa the governments plays key roles in three star hotels. They regulate the star hotels. It regulates the hospitality industries and the hospitality industry as it's across continents, which determines the support of that different nations give a greater impact. This study would be important to the nations, since it would be help shed light on the effectiveness of PR marketing tools, in strategy implementation, which is key to continued competitiveness and success in the hospitality industry, which is a major revenue contributor to the continent. 1.8 Conceptual framework 1.9 Study limitation Lack of means of transport Incorporative staff in giving more information about the hotel Hostile managers Ignorance from country officials and some hotel managers 1.10 Assumptions of study The information that has been given by the despondences is true and valid. ; Public relations is the best marketing tool on soles compared to, other marketing strategies that are being used by hotels. 1.11 Definitions of terms Marketing tool- A way in which performance can be improved and mostly to create a certain image of a company or brand Public- able to seen or known by everyone PR- public relations CHAPTER TWO 2.0 Literature review 2.1 Introduction This chapter highlights the review of literature in the field of hospitality industry. For three star hotels. Public relations both as a term and as a job are mentioned on a daily basis and are widely applied in all segments of life and work in the society. Public relation is a specific form of communication with special application, in hospitality industry. It is a communication, model and one of its main purposes is to create a recognizable public image, which is very important in the hotel industry. Despite the fact that public relations as a marketing tool plays a prominent role in the hospitality industry, its important part of promotional marketing has not been sufficiently researched. Very comprehensive and abundant literature on public relations, include only a very small number, of articles and manuals on public relations and no scientific publications or text on this subject. On other hand, public relations focusing on marketing in three start hotels clear with public relations as part of marketing and promotion. It is a communicating tool that aids in delivering a message to gain alias, advocates, supported etc. in the community and the institution. It improves the reputations of an individual department it also serves the greatest .physics community by convincing the public that; quacks quantum dots, and non-structures are cool, "it leads to strong community and industrial partners and even financial support. Through this, it's evident that PR is all about building relationships to advance promote and benefit the reputation of 'you' yourself, your department and the hotel at large. 2.2 Chapter summary Public relations as a marketing tool on sales in three star hotels if used effectively. It leads to increase as part of .promotion and communication mix. May of the hospitality ,industry have been using public relations in the short run which is somehow expensive and leads to increase sales in the short run, while in the long run the sales are reduced. However, on the basis of a survey, the author found that public relations has not been sufficiently recognized as a category and that a single PR model should be created and adopted for use as a marketing tool on sales. 2.3 Review past studies Marketing, in hospitality differ from the marketing of a traditional product. This important difference lies in the characteristics of supply and demand; whereby hotel industry, is a service to customers. Mill and Morrison state "what is sold is a non-material experience and not material goods, which may be tested before use. " (Moutihno, 2005). According to senesces and vulonic (1997) in the context of applying marketing, through use of public relations where are two specific forms of this application. It is a base for establishing and implementing a business policy of individual companies making profit, in the hospitality industry. It is a base for establishing and implementing a business policy that is as a basic concept for organizing placements through public relations. In brief, we of PR as a marketing tool on sales are a modern business philosophy and a business activity linking the service with the market. 2.4 Summary and gaps to be filled In most three star hotels, there are gaps which are emerging and need to be not consideration when marketing these gaps includes: i.The markets do not know how to identify the target public. ii.The management does not know how to design appropriate messages for communication hence they should find qualified personnel. iii.During high seasons, tourists and other visitors flocking into country end up going to star and two star hotels,. Due to lack of information of the existing services in three star hotels. CHAPTER THREE 3.0 Research design and methodology 3.1 Introductions This chapter describes the methodology that was used in this study and the reasons for their selection. It also describes the research design, data collection and data analysis. The research methodology used was questionnaires. 3.2 Research design The research was about informing the managers, the staff and other stakeholders in the three star hotels; the effectiveness of adopting public relations as a marketing tool on sales, compared to other methods of mobilization. The study was conducted to example how effective PR is to the three star hotels, when used as a marketing tool. For the few hotels where PR has been implemented, it has put them on a lime light and so far they are doing well. Different methods were used for gathering the, information; which include use of questionnaires and observation. 3.3 Target population The researcher collected information from different workers in the hotel and also the customers. To get the view of the, public, the author also gave some questionnaires to the passer by, whereby, of all the questionnaires given out, a good number of them fully. 3.4 Sample size From the visitation made to the different hotels in the county, we were able to select a number of employees and a few customers from which the different about conditions on hotels and they thought should be done, which was part of the data collected. 3.5 Data collection The primary data was collected using questions, which were issued to the simple population and were answered according to their level of understanding, since the questions were simple and easily comprehendible. The researcher also used observation, through comparing the hotels with the others that use public relations as a marketing tool and those that do not. 3.6 Data analysis The data collected was qualitative content analysis was used to identify repetitive issues that were mentioned repetitive issues that were mentioned from all questionnaires; answered by the sample population. This is a research technique for the objective, systematic and description of the manifest content of communication. Conclusions and recommendations were meant according to the collected information. 4.0 Findings According to this study it was found out that most three star hotels had ignored the effectiveness of PR tool in marketing but it was found out that most of those hotels that are putting into consideration this tool are really making tremendous profits and are performing greatly this is because the tool has the power to bring validity to your products and services while assisting in overall growth of a hotel; it also has a more subtle approach to marketing.PR tool is an efficient marketing tool that every hotel in Africa has to apply in order to make good profits and be able to expand. References Black S (2003) the Essential of Public Relations Kogan Page Limited Cutlip, J.M, A.H Centre, M.G Broom. (2003) Odnosi S. Jornoscu, 8th Edition Zagreb. Mate Kotler, Ph., J Bowen, J Makens (1999). Marketing for Hospitality and Tourism, New Myork; Prentice Hall Moutinho, L (2005) Strat ski Menadzmentu Turizmu. Zagreb; Mass Media