In our today’s society, seeking the competitive edge has become one of the main tasks of an organization in order to differentiate themselves from its competitors. Examples range from establishing brands, a good image or a corporate identity. These, so-called unique abilities of an organization have to be communicated to the public, otherwise the organization runs the risk of a lower level of recognition or absolute anonymity. The tourism industry can be characterized based on its size and intangibility of services and products offered. Besides, this particular industry faces tough competition. As a result, PR implemented effectively in an organization’s communication concept enhances the level of credibility and thereof the image of an organization in the long run and attains the organizations goals successfully.

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