A year ago, Hilton Hotels was receiving a few consumer queries a week through its press site. Following the launch of its new global media site in January, PR director John Forrest Ales says he's getting close to 50 a week through the site alone.

"The growth was dramatic and it was immediate," he says.

The change has provided Hilton with an opportunity to share news with consumers in a real-time fashion. It also gives the PR team a better avenue ...