Both. You need a firm strategy around goals with multiple channels and pathways to customers considered, tested, tactically operated, monitored, and improved over time in order to remain competitive. The better you do this process, the better your brand will stand out and compete against many others in the travel space. At some point, you'll want to pick out the gems that are working in both PR and Marketing, push resources into them, and thus maximize your brand strengths. Give me a call if you want to break through the noise.