Public relations imply a special form of two-way communication between the organization and its internal and external publics. This branch of science is still quite young and has only planted its modern roots in the 1960s. All organizations primarily sell their image, and public relations has proven to be an ideal in building the reputation and positive perceptions of consumers about the organization. With the rise of technology, the importance of a two-way communication system between the organization and its public has grown and it has become one of the central focuses of organizational strategies. It is an indisputable fact that today information is spreading faster and faster due to the Internet, and a wide range of information sources are available to the public, from both the organizations themselves and from other participants in the public. It is important to emphasize that when we talk about the term "communication" in this paper, the term is placed in the context of public relations only. Corporations, tourism, hospitality and healthcare have different approaches to public relations, and although they use similar strategies and tools from the profession, they apply them differently. At the same time, the level of application of the two-way model of public relations varies greatly, meaning that this model is more often present in corporations, then in tourism and more luxurious hotels, and least present in the health system. The results showed that selected hotels - Valamar Holiday Hotels & Resorts and Maistra Hospitality Group can implement their communication strategies on social networks more successfully in order to increase the visibility of their business and encourage a higher level of two-way communication.