Patronage is a big issue for any business because it directly influences overall performance of any company, whereby, the higher the patronage the higher the performance. However, patronage is shaped by a number of factors and this study seeks to assess the influence of media relations strategies on patronage of hotels in South East Nigeria. To attain this aim, quantitative research was designed with 510 responses gathered. Media relations strategies were measured with editorial writing, social media engagement and social media advertisement. Finding from the study reveal that these variables yield positive and significant influence on patronage of hotels. Therefore, there is a strong positive relationship between media relations strategies and the performance of hotels in South East Nigeria. It was concluded that hotel seeking to improve patronage should consider integrating editorial writing, social media engagement and social media advertisement in their promotional strategies.

Advertisement, Engagement, Editorial Writing, Hotel, Patronage, Social Media