If you are a city hotel, asking for more paid media ad budget/another PR interaction may get rejected.
On the other hand, if you yourself create content the audience is love seeing, that is marketing paid in effort. Not in actual money. The finance department cannot reject because you never went for approval.
An extra influencer meet because of the efforts you’ve put in to maintain a great relationship with your PR partners. Photographs shared from the balcony of your rooms going viral on social media, these are all paid in efforts.
Question is are you willing to put in the effort?
Whenever you need to create any type of content, you can always look at others helping you out creating content. Or, you can yourself with the help of multitudes of tools create the content yourself.
This effort may not give you benefit in the short term, but in the long run, absolutely it is going to give you tremendous positive results.