Public Relations and Promotions Assignment

Added on - 07 Jan 2020

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PUBLIC RELATION ANDPROMOTION
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................3A. ROLE OF PUBLIC PROMOTION:......................................................................................3B. AUDIT OF DESTINATION'S ENVIRONMENT:....................................................................5TASK 2............................................................................................................................................8A. ANALYSING THE KEY MEDIA:.......................................................................................8B.APPROPRIATENESS OF THE MEDIA:..............................................................................8TASK 3............................................................................................................................................9A.EFFECTIVENESS OF PUBLIC RELATION CAMPAIGN:................................................9CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONThe report indicates a framework for highlighting the concept of Public Relations withrespect to VisitBritain which is a travel agency of UK. The agency has been using the concept ofpublic relations as a promotional tool for attracting maximum number of visitors all around theglobe. The company has thus been observed to to efficiently promoting various seaside touristdestinations by effectively applying the promotional techniques so as to maintain the uniquebrand image of services provided by the agency. The report focuses specially on underlining thefactors behind declining interest of tourists to enjoy their vacations in Southwold seaside beachon account of weaker promotional techniques and lack of understanding the importance ofPublic relations. The importance of developing a Public Relations plan that provides guidelinesto the agency to enable the destination mentioned to be viewed as a unique one for tourist'sselection for their vacation. Public Relation campaign is carried out in the report by applyingvarious strategies in accordance with the plan designed (Botan and Hazleton, 2010).TASK 1A. ROLE OF PUBLIC PROMOTION:Public relation department of the company works efficiently by making sincere efforts forbuilding the brand image of company's services. The department of public relation is oftremendous importance for the company as this is the department which obtains review from itscustomers on the services given. The department welcomes the suggestions and brings inrequired modifications for ensuring more satisfaction to the customers by delivering qualityservices. Public relation department provides the company with a clear picture of customersperception with respect to company's services. As the company is undertaking a complex task ofpromoting tourism, it has to constantly review various activities that are a part of servicesprovided by the company. It not has to promote tourism but also build a stronger image of itsservices globally to expand its area of operations and functions (Smith, 2012). The agency hasbeen providing a list of services such as accommodation facilities, food facilities and etc. to awide group of customers and therefore the department has to provide guidelines to the topexecutives to frame strategies that will enable the company to make the selection preference ofthe seaside area mentioned to the centre of customer's mindset by designing efficient plans thatwill monitor and control the activities to be performed to promote the destination which
presently is facing the issue of lack of customer's preference. Public department plays a majorrole in not only building special relationship with investors, customers and other stakeholders butalso designs to improve upon same to ensure tremendous achievements in future too. Moreoverpublic relation concept focuses mainly upon understanding the nature and behavioural pattern ofits customers to design the services to be provided accordingly for meeting their preferencescriteria (Dozier, Grunig and Grunig, 2013).IMPORTANCE OF PUBLIC RELATION:As mentioned above one of the tourist destination that is Southwold is facing the issue ofdecreasing number of customer's preferences for choosing the same as their destination place, theissue has been seriously considered by the management department. Upon analysing thesituation, the company has vested Public Relation department with the responsibility toovercome the drawbacks and weaknesses. It has been observed that the company's overallperformance has been affected to some extent on account of negative performance of thedestination mentioned in serving its visitors as compared to other destinations. Customers,employees and other stakeholders have been focused here by the public relations department topromote the image of company by bringing up the performance of destination targeted. Thefollowing points reflect the importance of public relations with respect to the issue in concern:The public department concentrates on understanding the mindset of customer to drawconclusions upon improving customer's level of satisfaction.As customers are the people who directly feel the level of accuracy of services offered,public relation department is assigned with the responsibility of measuring the same andbringing in required modifications and improvements(Newsom, Turk and Kruckeberg,2012).Through the means of communication built by public relations to stay in constant contactwith stakeholders including employees and customers, the agency can get hold of eventhe smallest issue that might be faced by majority of people and might be a factorunnoticed by top executives, thereby affecting company's overall performance.If required modifications are made by the public department to improve the appearancestructure of the area as per the requirement of visitors, the agency will be able to build alonger term relationship with its customers and thereby attract people from differentcorners of the world to visit the place for spending quality movements of their life.
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