Public Relations and Tourism Marketing

This assignment delves into the crucial role of public relations in the travel and tourism industry. It requires an analysis of various academic sources, including journal articles and books, to understand how public relations shapes tourism marketing strategies. The focus is on examining case studies that illustrate the application of public relations principles in promoting destinations and managing tourism-related issues. Students are expected to demonstrate a comprehensive understanding of the relationship between public relations and tourism success.

PUBLIC RELATION AND
PROMOTION

Table of Contents
INTRODUCTION...........................................................................................................................1
LO 1.................................................................................................................................................1
1.1 Description on role of public relation within travel and tourism as promotional tool.....1
1.2 Define analyse public within travel and tourism context.................................................2
1.3 Discussion on significance of public relations to travel and tourism businesses.............3
LO 2.................................................................................................................................................4
2.1 Description on range of public relation and promotional skill to travel and tourism
context....................................................................................................................................4
LO 3.................................................................................................................................................4
3.1 Analyses media use in public relation. ............................................................................4
3.2. Assessing the relationship between public relation and the media.................................5
3.3. Evaluating the appropriateness of media used with PR techniques in Visit-Britain.......6
LO 4.................................................................................................................................................6
4.1. Producing a PR plan which identifies objectives and key public....................................7
4.2. Reviewing the effectiveness of the public relation plan..................................................7
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
The term public relation plays crucial role in terms to maintaining image of enterprise in
eyes of general public (Fullerton, Kendrick and Broyles, 2017). It is about maintaining better and
effective relationship along with promotional activity of the enterprise and it creates positive
impact on public as well this is crucial tool for promoting Travel and Tourism. Thus, it processes
used to promote an event, building brand image and attracting customers.
The present report is based on business activities of Visit-Britain it is one of the national
tourism’s agencies and responsible for marketing Britain and developing the Britain visitor
economy. Moreover, assignment will look over the activities as significance of public relations,
analyse public within travel and tourism context, range of public relation and analyse the use of
public relations and promotional skills. Lastly, public relation plan will be drawn in order to
review the effectiveness among public.
LO 1
1.1 Description on role of public relation within travel and tourism as promotional tool.
Public relation plays crucial role in terms to maintaining in the eyes of public. It is about
maintaining relation along with promotional activity of firm and it will provide huge benefit
along with promotional activity of firm and it is very beneficial in terms to enhance reputation of
entity in public eyes (Page and et.al., 2017). On the other hand, visit Britain will focus on public
relation for Weymouth which is seaside tourism destination. Thus, the role of public relation will
be defined in below presented manner as are-
 To take initiatives in terms to generate positive news coverage and broadcast in print and
digital media, communication will be an effective tool by which company will able to
promote services of seaside tourism destination.
 To make communication on the daily basis with media personal press release is a tool
which promote services on every search engine of the internet.
 Role of PR is to build network relationship with customers and organisational staff by
influencing specific groups of customers and staff’s organisation. Employees are the one
which creates effective promotional strategies and customers are the one who adopt it for
their enjoyment. Therefore, it is necessary for managers to influence them in context of
promoting seaside tourism of Weymouth
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 Role of PR is to take step in regularly monitoring print and digital media with use of
terms as newspaper, magazine, social media and TV advertisement (Frantál and
Urbánková, 2017).
 By preparing the regular PR updates to management of Visit-Britain is able to understand
response of public to company’s seaside tourism and its promotion
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Thus, it can be said that the public relation plays essential role in order to build and maintaining
better terms with customers with the use of promotional tool.
1.2 Define analyse public within travel and tourism context.
The stakeholder analysis of visit Britain is crucial to determine needs and requirement of
tourist (Pike, 2018). In order to generate maximum output with tourism, it is essential to maintain
better and healthy relation with stakeholders. Thus, this approach can be dividing into dynamic
that is internal and external method. Thus, following points are to be considered towards public
within travel and tourism context. These as are-
Shareholder- The stakeholders of Visit-Britain are responsible for taking better decision-
making power and they invest money into share and debenture of firm. This is very crucial for
firm to include it in decision making process (Gössling, 2017). The investors are aware of
changing needs of pubic and therefore aids to provide diverse feedbacks and works as to promote
promotion activity in manner as they have idea about latest market trends.
Employees- Employees of Visit Britain are diverse and also trained to deal with diverse
needs of travellers. The focus of staff members is on ensuring environmental impact from
tourism and increase in customer satisfaction. However, the diverse staff of company which
helps in promoting public relation plan of marketing PR trainee with regard to promotion of
seaside side tourism destination. They are people who are not having any power in making
decision. They are paid individual and works in terms to have monetary benefit and do not seek
any advantage in firm. Thus, they perform with customers and other members to generate
revenue for Britain.
External stakeholder as are-
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Customers- To gain maximum support of customers, it is crucial to examine the
requirements of tourist. Thus, brochure guides the tourist about the various information and they
bring revenue to enterprise. The consumer has diverse needs in market as they get attracts
towards number of offers available in market. To promote sea side tourism destination, it is
crucial to identify the diverse needs of customers for to seaside destination like entertainment,
accommodation, basic amenities at beaches, etc.
The diverse needs of travellers are identified on the basis of segmentation that is leisure,
family, adventurous travellers, etc. Further the destination will be specifically focus on diverse
needs of travellers who travel for education purpose but are interested in exploring seas side
destination. In order to create new promotional tools for PR the entity has to understand base of
customer and tourist traffic.
Government- The legal authority plays crucial role in terms to formulation of policies
and rules and firm has to adhere with rules and regulations so that business can run its activities
successfully (Farajat, Liu and Pennington-Gray, 2017). Government of country ma age diversity
of audience by incorporating regulation like Human rights Act and environmental act which
helps in manging stability in tourism plans and safety of travellers. Tourisms contributes equality
and diversity which promotes economic growth of country. Visit Britain focus on cones rand
regulation of government which are promoted in keeping in mind diversity and will helps the
business in managing success PR for Weymouth.
Thus, current tourist comes to Weymouth has diversified honour in terms to tourism.
There are many tourists but they prefer to travel selected sea side tourism to explore its natural
beauty and cultural heritage. Thus, the tourist visiting the tourism destination will be categorised
in following terms as-
 The domestic tourist who stays at London or near place prefers overnight stay in
Weymouth for their holiday or short trips.
 The student from Australia and any other countries choose Weymouth due to popularity
of its tourist destination and rising development in research and training institution.
 These are place which are near to tourist destination and it will be easy to travel to
Weymouth business work.
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1.3 Discussion on significance of public relations to travel and tourism businesses.
The travel and tourism enterprise have boomed in past few year and stiff competition
among the tourism agencies is presence and to make it effective public relation play major role
for promoting the industry. Thus, significance of travel and tourism will be discussed in
following presented manner as are-
 Public relation trainee will bring activities of organization in eyes of public. It is activity
of Weymouth that there can be building of destination image in minds of target people.
 The better relation between public will be useful in order to improve positioning of brand
in market. This kind of promotional tool aids Weymouth to highlight its tourist
destination and famous point with regard to tourism activities (Kim and Fesenmaier,
2017).
 Public relations aids to influencing people to visit the certain destination by creating
awareness. This is term that assist in gaining attention of people over one specific
promotional activity of business. In this focus of PR trainee of Visit Britain will be
gaining attention of travelers over Weymouth as seaside tourist destination.
 The PR and promotional activities are to be done to build credit ability of business among
tourist. This helps in influencing tourist behavior to achieve the tourist agencies target.
Hence, it can be said that roles and importance of public relation is one of effective term
in building the brand image of tourist destination. It is one of significant tool that create desire
among people to travel, persuade to take action and to provide a pleasant experience during the
visit. Therefore, it can be said that the PR is activity that used as a promotional tool.
LO 2
2.1 Description on range of public relation and promotional skill to travel and tourism context.
Promotional and public relation is crucial tool in order to enhance the brand image of
travel and tourism. Thus, public relation and promotional skill as are-
Creativity- In Visit-Britain takes initiatives in order to boosting the tourism visibility
innovative ideas can be used such as action and it is need to be interconnected with other
business activities. Thus, innovative ideas will enhance the range of public relation.
Communication skills and writing skill- This is industry that works in extremely
dynamic and works as to apply proper PR skill to position themselves and make their services
observable to public thorough media (ROLE OF PUBLIC RELATIONS IN TRAVEL AND
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TOURISM INDUSTRY, 2016). Thus, visit-Britain will select the candidates having good
communication skill. These are skills will be used in making company website, social networks
and blogs in PR.
Promotional skills as-
Active listening- It is required to gain attention of tourist towards promotion pitch of
marketer. Further interpersonal skills are also important because it helps in developing positive
relation with customers. This denotes individual ability to communicate, gain empathy and listen
to consumers. In travel company like visit-Britain active listening is one of promotional skill.
With help of it, full attention will be given to what people are saying, taking time and asking
questions and these are the appropriate skill to do the things in corrective manner. This kind of
skill helps to develop the health relationship about the public.
LO 3
3.1 Analyses media use in public relation.
The approach of media plays crucial role in terms to public relations of Visit-Britain in
following elaborated below-
 Social media- They has to mainly target on social networking sites especially Twitter and
Facebook. It is one of powerful tool that come in hand at time of dealing with PR using
online passage for promoting tourism. of Weymouth sea side tourism plan by Visit
Britain will be done on social networking sites because it owns huge consumer traffic.
 Customary media- With help of using the customary media it aids to build
acknowledgment and goodwill (Page and et.al., 2017). Thus, planning of PR will be done
on the basis of advertisement on television, event and trade shows, seminars and other
social campaigns, direct mails etc. Thus, Visit Britain will use this approach to attract the
customers and to create awareness about sea tide tourism destination for managing public
relation and response. Thus, this will be helpful in order to gain competitive advantage.
 Local media- The PR trainee of Visit-Britain will make use of street marketing for
promoting and developing public relation for seaside tourism in Weymouth. This will
help the trained in gaining attention of local travelers and will support positive response
of domestic people towards tourism plan of Visit Britain. The uses of mostly common
way of PR research such as local cables TV will be used to air commercials and it also
works as to consider celebrity endorsement.
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 Classified- In this, it can be said that the classified newspapers, print media and yellow
pages will also be used to attract the desired public in Weymouth and this are considered
ongoing yet with the minimal investment.
Hence, it can be said that Visit-Britain will be consider as one-page newsletter and it
must be mailed to every quarter to choose the client on database. Thus, media plays the crucial
role in terms so build the competitive advantage in travel and tourism.
3.2. Assessing the relationship between public relation and the media.
Public relation can be defined as the strategic communicating between an organisation
and the public, it is process which helps in maintaining a strong relation with the public. Public
relation team engaged in using creative ideas to interact with public or the stakeholders in order
to gain their attention and public exposure. Media plays an important role as it helps in providing
various tactical which can be utilised by Visit Britain of promoting Weymouth through social
media, press conferences, and websites. It can be said that Public relation and Media has strongly
interconnected and related to each other (McCombs, 2018). Media relation is an important aspect
of public relation. Where, media relation only focuses on the relationship between company and
media, where public relation directly engages with the public and the stakeholder of Visit-Britain
to attract towards Weymouth promotional campaign.
Despite of having some differentiation, media and public relation are strongly
interconnected with the media. Media is an effective way for the organisation which will help to
the PR team to get more media stories about their clients. Media wants to get new storylines for
the coverage of organisation, where company wants to be in media coverage in order to
highlighted which help spreading certain messages or upcoming events of Visit-Britain to the
public or stakeholders. Media is a strong medium for an organisation through which public and
stakeholder will make their image and perception about the company. Media wants have
appropriate PR news about company that needs to be told and pitched through them. PR team
will always want to be in news in order to gain attraction and media wants to get latest update
about company's activity which can help them in making news.
3.3. Evaluating the appropriateness of media used with PR techniques in Visit-Britain.
Public relation team of Visit-Britain is strategic communication process that helps in
building effective communication between organisation to its stakeholders and general public.
There are various tools and techniques which Visit-Britain can used in order to communicate
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about their Weymouth resort in UK. These techniques will assist the company in efficiently
promote their resorts by gaining attraction of public stakeholders (Couldry, Livingstone and
Markham, 2016). Media plays an important role in assisting the PR team in spreading and
building communication between organisation and public. The tools of PR that are available for
Visit-Britain and importance and the way media is suitable are as follows:
Press release: It is most common tool that are available for PR team is the press release.
In this technique, PR team will make statement that includes, message which company wants
public and stakeholders to know. The statemented of PR will than sent to various news media
which they publish in newspaper and in articles. Press release techniques will be useful for in
releasing news oriented. PR marketing trainee of Visit Britain have chosen this tool because it
will help in broadcasting new tourism destination plan of company.
Press Meetings: It is a technique in which company invites several local media to
members to be interviewed by them. It is an effective technique used use by Visit Britain to
promote inbound tourism for its seas side tourism destination. These techniques are being used in
order to spread important news and big announcement of company to the invitee news media
members. The media than publish or show the coverage on TV and news which helps in
promoting and communicating the news of Visit-Britain to the public.
Social Media: it is one of most effective strategies of PR team now a days (Curran,
2011). This technique is some or other ways quite different from personal interaction. In this
technique, PR team use social media to write about company, new locations, resorts through
informal still in appropriate manner. Using multimedia by corporate videos, and promotional
videos with layout of Weymouth resorts will help the company in attracting tourist.
M3. Appropriate structure and approach to evaluate appropriateness of media
covered in ppt
D3. Identification of key media and its relationship with public relations departments
covered in ppt
LO 4
4.1. Producing a PR plan which identifies objectives and key public.
It is very important to have a proper PR plan which help in identifying the target
customers and key objectives of a company. It is the role of a marketing experts which will help
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Visit-Britain in order to plan a PR campaign for Weymouth which will assist in promoting and
identifying the main objectives and target tourists.
The plan is made after audit of sea side tourism destination f rom which it is determined
that pollical instability is the major influential actor which hinder public relation plan like events
are open location. Further, economic concerns of Weymouth will be increase wage rate and tax
rate for managing PR plan. Social concerns will be targeting needs to travellers of inbound and
outbound tourism with diverse needs. However, environmental concerns of Weymouth seaside
tourism destination will be waste and safety of beach location in order to prevent hygiene, health
and safety environment
Step I- identifying object: It is foremost important for company to identify and set its measurable
goals and objectives for the communication through PR activities is vital for the long run success
(The Relationship Between Public Relations Practitioners & the Media, 2018). The main
objectives of the PR plan of Visit-Britain is to attract tourist for their seaside destination so that
growth will get achieved.
Step 2- Target audience: Identifying target audience is very essential in planning a PR
campaign. Marketing team will analyse the tourist which were interested in staying near beach or
seaside locations. In this step, it needs to identify group of customers so that communication will
get developed. For Weymouth , the target audience would be the young tourist who wanted to
explore the sea side adventures and stay at seaside destination which is Weymouth.
Step3- Give audience objectives: while communicating with customers, it is essential to provide
clear understanding of objectives so that goals will get achieved. Clear objectives help in
developing loyal customer base for Weymouth destination.
Step 4- Strategies for every objective: with this step of planning, managers of Weymouth will
identify approaches and PR plan to create awareness among audience. This is Visit Britain will
aim at strategizing use of social media local media and press release about Weymouth.
Step 5- Tactic for every strategy: in this step, managers will identify use of resources to carry out
effective business operations towards achievement of work and to attract customers for
Weymouth destination.
Step 6- Plan activities: by developing specific activities, managers with specific tactics will able
to carry out effective strategies so that customers get attracted. Communication will be
considered as effective activity for carry out operations of Weymouth.
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Step 7- Inform yourself through evaluation: by measuring carefully all the objectives of
Weymouth destination, managers will able to effectively planned and carry feedbacks and
activities which needs to develop for the improvement of sales volume of Weymouth.
Step 8- Materials matter: to develop effective tactics, managers will able to implement tactics
which outline plan of Weymouth destination.
Step 9- Create budget: for ensuring that public relations plan does not break it is essential to
develop proper budget. It is to be included that pocket costs, staff time, transportation, images
and materials.
Step 10- stay on task with a timetable and task list: by creating timetable and tasks, managers
will able to complete specific projects of destinations and will also able to influence customers to
try the services of Weymouth destination.
By following these steps Weymouth will able to meet business goals by creating effective
public relation plan. For getting growth of business, it is necessary to develop relations with
public. Therefore, these steps will easily help Weymouth destination to developed public
relations.
4.2. Reviewing the effectiveness of the public relation plan.
After making and implementing the PR plan into action. The PR team needs to review the
success of their plan in achieving the objectives. The company can use different performance
measurement tool like KPI and benchmarking which will help in measuring the effectiveness and
success of the PR plan. Visit-Britain will outline effective of PR plan via response and queries of
tourist (Stephenson and et.al., 2018). This technique includes, Press clippings, media impression
of the PR Campaign plan, market survey, mentioning in social media. Further, visit Britain will
evaluate effectiveness form reviews of travellers to new sea tourism plan of Visit Britain. This is
an effective tool which will help in identifying whether the company has achieved its goals and
objective for which PR campaign plan has been prepared. It will help in reviewing the whole
plan and assist in making changes if required.
CONCLUSION
By summing up the above report, it can be concluded that public relation and promotion
plays a vital role in travel and tourism sector. Public Relation is an effective strategy that helps in
communicating the business activities and ideas to general and to stakeholders that are
influenced by company activity. The present report has concluded different roles and
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effectiveness of PR that helps in promoting travel and tourism. It is also be analysed that there
are different PR and promotional skills which will help in promoting Weymouth resort of Visit-
Britain in UK. It can also be concluded from the report that, media is very essential in public
relation of Visit-Britain company. Report has been included the PR campaign plan with the
justification of its effectiveness.
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REFERENCES
Books and Journals
Couldry, N., Livingstone, S. and Markham, T., 2016. Media consumption and public
engagement: Beyond the presumption of attention. Springer.
Curran, J., 2011. Media and democracy. Routledge.
Anthony, S., 2018. Public relations and the making of modern Britain: Stephen Tallents
and the birth of a progressive media profession. Oxford University Press.
Farajat, S.A., Liu, B. and Pennington-Gray, L., 2017. Addressing travel writers’ role as risk
brokers: the case of Jordan. Journal of Policy Research in Tourism, Leisure and Events.
9(1). pp.23-39.
Frantál, B. and Urbánková, R., 2017. Energy tourism: An emerging field of study. Current
Issues in Tourism. 20(13). pp.1395-1412.
Fullerton, J.A., Kendrick, A. and Broyles, S.J., 2017. Diplomatic relations and tourism
advertising effectiveness: US travel interest to Cuba. Journal of Marketing
Communications. pp.1-15.
Gössling, S., 2017. Tourism, information technologies and sustainability: an exploratory
review. Journal of Sustainable Tourism. 25(7). pp.1024-1041.
Kim, J. and Fesenmaier, D.R., 2017. Sharing tourism experiences: The posttrip
experience. Journal of travel research. 56(1). pp.28-40.
McCombs, M., 2018. Setting the agenda: Mass media and public opinion. John Wiley & Sons.
Page, S.J and et.al., 2017. Case study: Wellness, tourism and small business development in a
UK coastal resort: Public engagement in practice. Tourism Management. 60. pp.466-477.
Papasolomou, I. and Melanthiou, Y., 2012. Social media: Marketing public relations’ new best
friend. Journal of Promotion Management. 18(3). pp.319-328.
Pike, S.D., 2018. Tourism Marketing for Small Businesses. Goodfellow Publishers.
Stephenson, J. and et.al., 2018. The role of Facebook and Twitter as organisational
communication platforms in relation to flood events in Northern Ireland. Journal of Flood
Risk Management. 11(3). pp.339-350.
Online
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ROLE OF PUBLIC RELATIONS IN TRAVEL AND TOURISM INDUSTRY. 2016. [Online]
Available through:<https://whitewaterpruae.wordpress.com/2016/02/23/role-of-public-
relations-in-travel-and-tourism-industry/>.
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The Relationship Between Public Relations Practitioners & the Media . 2018 [Online] Available
through:<https://smallbusiness.chron.com/relationship-between-public-relations-
practitioners-media-67778.html>.
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