Public Relations and Promotions Assignment

PUBLIC RELATION AND
PROMOTIONS

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
A. Role and importance of public relations and analysis of diversity of audiences including
visitors and other stakeholders...............................................................................................3
B. Application of a range of PR and promotion skills and to produce a public relation plan4
TASK 2............................................................................................................................................7
A. Analysing the key media used in campaign and its relation between the media and PR
department..............................................................................................................................7
B. Evaluation of appropriateness of media selected for PR campaign and justification to
reason why they are suitable for campaign............................................................................8
TASK 3............................................................................................................................................9
A. Effectiveness of Public Relation campaign and strategy used to implement the plan......9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Public relation is a professional practice which is a strategic communication process which
is used by the companies in order to communicate the essential information with the public
which includes all the shareholders of the company (Henker, Sonnentag and Unger, 2015).
Promotion means the activity which ensures that the products and services of the company are
presented in public so that the product is marketed within the market. For the present study the
chosen seaside tourist destination is Southport, Merseyside.
The present study will focus on the role and importance of the public relation in upliftment
of the status of the seaside town. Further the report will focus on applying different PR and
promotional skills and developing a public relation plan for developing the destination. Next the
assignment will focus analysing the key media to use in the PR campaign and the relation
between the public relation department and the media used. After this the report will highlight
the appropriateness of the media selected. In the end the report will outline the appropriateness of
the public relation campaign and some strategies to be used to apply the plan in practice.
MAIN BODY
TASK 1
A. Role and importance of public relations and analysis of diversity of audiences including
visitors and other stakeholders
Role of public relation
Public relation plays a very crucial role within the travel and tourism industry because
there is a great need of maintaining good public relation within the travel and tourism industry.
This is necessary because of the reason that the whole tourism industry majorly deals in public
only. Therefore, it is necessary for travel and tourism industry to maintain good relation with the
public. Another major reason for tourism and travel industry to maintain good public relation is
because of the reason that this industry is totally dependent on the public only. This is the
underlying reason that why this industry needs to maintain good relation with the public and
other stakeholders (Hills, Dengel and Lubans, 2015).
Public relation is becoming the crucial part of marketing and promotion. It is majorly
because of the reason that this helps in increasing the sales of the tourism industry as more and
more consumers will be attracted towards the places because it has good relation with other

people and this increases the popularity of the tourist place. The main role of public relation is to
maintain a good and positive image of the company in the market which ensures increase in the
sales and revenue for the travel and tourism industry (Zakakis, Bantimaroudis and
Zyglidopoulos, 2015).
Analysis of public
For maintenance of good public relation, it is very necessary for the hotel or the
destination to analyse the public or the audience. The analysis includes the needs of the public or
the audience because if the company does not know that what are the requirements of the
consumers and other stakeholders of the company than how they will satisfy the needs of the
consumers.
By analysing the requirements of the public, the company can arrange for satisfying the
needs and wants of different public and stakeholders associated with the destination. Different
people have different types of needs; therefore, it is essential for the destination employees that
they clearly analyse the needs of the different people and to cater the needs in the same way as
intended by the different consumers (Gordon, Becerra and Fressoli, 2017).
Importance of public relation in travel and tourism
The maintenance of public relation is very importance because of the reasons discussed
in the adjoining point below-
Stay visible- this is the most important reason behind maintenance of good public
relation. It is because of the fact that if the destination has good relation with its public and
related stakeholders then it will never let its customers go without satisfaction. If much
importance is given to the satisfaction of the needs of the consumers then they will have more
trust in the company and will prefer going to the same place again and again (Gunasekharan,
Basha and Lakshmanna, 2016).
Social networking- this is another important reason behind importance of public relation
because this helps in increasing the social network of the destination. It is because of the reason
that if one customer is satisfied with the services of the company than it will promote the place
by sharing their experience with others and also by influencing other to go to the place.
B. Application of a range of PR and promotion skills and to produce a public relation plan
Maintaining of good public relation is very important in this competitive world. It is mainly
because of the reason that there are so many competitors in this world. Therefor, the only point

for the consumers to differentiate among different destination places is how these places treat
their consumers (Dahl, Andrews and Clancy, 2014). However, for maintaining a good public
relation it is very essential for the destination to have certain specific PR and promotional skills.
These skills are discussed in the following points below-
Communication- this is the most important skill required for carrying on with public
relation. This is because of the major reason that if the hotel and the workers of the destination
are not in condition of communicating with the consumers then how they are going to maintain
good relation with its stakeholders and clients.
Knowledge of social media- this is yet another skill needed by the employees of
destination. It is majorly because of the fact that in this changing world much importance is
given to social media advertising and because of this it is important for all the employees to have
in depth knowledge of social media. It is mainly due to the fact that this is a good mode of
maintaining good relation with the clients and stakeholders.
Researching- on the market there are many different types of consumers and
stakeholders which all have different types of needs and requirements. Therefore, it is very
important for the PR manager to have good researching skills. This is majorly because of the
reason that environment is dynamic and keeps on changing and with this the needs of the
customers changes as well. Therefore, the manager must be able to research in an effective way
so that all the changes can be applied within the destination place to attract the consumers.
PR campaign plan
The PR campaign plan is a series of steps which are involved in advance that how the
marketing of products and services will be carried on by using different media and tactics of
public relation (Yu, Malik and Hu, 2018). The PR campaign plan for Southport, Merseyside is
discussed in the following points-
Business goal
The goal of Southport, Merseyside is to increase its market share by 20 % till December
2019.
Communication objectives
The communication objectives include the objectives made in order to communicate the
main objectives with the intended public or the audience.
To promote the business among the youth of country by way of social media advertising

To promote the numbers of business events happening in the resorts
Strategies and key message
The major strategy adopted for meeting these objectives is adoption to different
marketing strategies which are helpful in promoting the goods and services provided by hotels
and restaurants of Southport, Merseyside (Top, Akdere and Tarcan, 2015). The key message to
be delivered is that the hotel provides for all the facilities which are required to satisfy the needs
of people differing to all the age group belonging to any field of work.
Target audience
The major target audience for the resorts in Southport, Merseyside is the young mass of
the population. This is majorly because of the reason that most of the youth will get attracted
towards the seaside destination as it is very thrilling and exciting place which will be more
preferred by the young masses of the country as compared with the older population. Also, for
another aim the target audience will be big companies and business houses as they will conduct
business meeting at the resort.
Tactics and ideas
The tactics used by hotels and resorts of Southport, Merseyside is as follows-
The major tactic used is partner with some famous colleges and universities. This will help the
resorts in promoting their areas of working in these universities. This is beneficial because of the
reason that this partnership with the university will promote the resort.
Another tactic which can be used to maintain good relation with public of business class can be
by organizing for different business events and activities to promote the fat that resort or
destination have option for different events as well.
Channels and media
There are many different types of media or channels with help of which the different
destination of Southport, Merseyside can promote its business in the business market.
The major channel is social media advertising. In this modern era this is the most common and
favoured concept where in the company tries to promote the products and services with help of
advertising through use of different social media platforms like Facebook, Twitter and other
social media websites (Lu, De Jong and Chen, 2017). This method is more popular because of
the reason that more of the youth is involved in internet usage and the use of these social media
platforms

Another channel is brochures and catalogues which outlines the details of the services
provided by the resort during different types business events taking place at the resort (Heleneze
- Tiane, de Klerk and Bevan - Dye, 2014). These brochures and catalogues are designed in order
to attract the consumers by providing them all the necessary information to the clients and
consumers.
Execution details
The plan will be executed from 13th October 2019. Further, till 15th of October the social
media marketing plan must be executed along with making of brochures and catalogues till 25th
of October. All the necessary work relating to PR campaign planning must be completed till 25th
of December.
TASK 2
A. Analysing the key media used in campaign and its relation between the media and PR
department
There are many different types of media or channels used in order to promote the hotel business
in Southport, Merseyside. This is because of the reason that these media help in sharing the
information with the intended users of the goods and services provided by the hotel of Southport,
Merseyside. The analysis of the used media is discussed in the following points-
Social media marketing- it is a type of marketing under which the marketing of the products and
services is done with the help of different social media platforms. It is a good and effective
media for using in PR campaign because in recent time all the people are having more time on
internet. The analysis of this media is discussed in the following points-
Advantages
 The major advantage of this channel is that it is mass marketing that is it covers a large
number of users at a single time. Another advantage is that this type of media target all the type of audiences as almost all
the people are involved in use of social media website to a large extent.
Disadvantages
 The major drawback of this media is that it has a fear of negative comments getting on
social media sites (Fernández - Heredia, Monzón and Jara - Díaz, 2014). It is because of
the reason that if any consumer is not satisfied with the services of hotel then they might

share their experience on the social media publicly which is not good for the hotels of
Southport, Merseyside. Another disadvantage is that for optimally using this type of media the user has to give its
time to use this option to its fullest (Haghsetan, Malkami and Farjoo, 2016).
Brochures and catalogues- this is yet another media of PR campaign. It is a technique wherein
all the details of the hotels and resorts of Southport, Merseyside display all the details within the
brochures and catalogues. The analysis of this media is reflected in the following points-
Advantages
 The major advantage of this type of media is that the companies can choose its own
designs and layout of the brochures. This saves a lot of time as all the information are mentioned in the brochures which caves
a lot of time of answering the queries of the consumers.
Disadvantages
 The major disadvantage of this method is that it involves huge cost as it involves high
printing expenses which increases the cost for the companies.
 This type of method is also less suitable for the hotels because of the reason that all the
information cannot be highlighted in one brochure or catalogue.
B. Evaluation of appropriateness of media selected for PR campaign and justification to
reason why they are suitable for campaign
In the above discussion it was outlined that the media selected by PR campaign for hotels and
resorts in Southport, Merseyside were social media marketing and use of brochures and
catalogues. These two methods are more appropriate because of the reason that these methods
are easy to operate and handle in case of emergency or any other problem. These methods are
low cost and in budget for small hotels and resorts of Southport, Merseyside. These methods are
also appropriate because of the reason that these are very easy to operate there is no need of
providing training and development sessions to the employees or the workers within the hotel of
Southport, Merseyside (Asegid, Belachew and Yimam, 2014).
Justification to reason for adapting the media
Social media marketing- the major reason behind the adoption of social media marketing as a
media is that this type of marketing has a direct link with the customers. That is the companies
can directly deal with the consumers without the interference of any other marketing

intermediary. Also, another reason for choosing this media is that this creates brand awareness
among the people to a large extent. Also, these is a benefit if unbiased reviews and brand
positioning. It is majorly because of the reason that every person can share its own views
whether good or bad without any restrictions (Kelley, Sheehan and Jugenheimer, 2015).
Brochures and catalogues- the major reason behind the use of brochures and catalogues
is that it is very easy to distributer these brochures to the target audience in an effective and
efficient way. Another reason is that these catalogues and brochures attract the attention of the
consumers to a great extent because these brochures are very simple and tangible to see.
TASK 3
A. Effectiveness of Public Relation campaign and strategy used to implement the plan
The public relation campaign is a series of steps or activities which are planned in advance to
achieve a certain specific objective. This planning in advance helps the companies in analysing
the fact that what they have to do in order to achieve the objectives. Under the public relation
plan firstly an objective is identified and set and then the ways to achieve these objectives are set
and then the final outcomes are communicated with the target audience (Keim, Bodnar and
Klebanoff, 2014). The PR campaign is very effective because it helps in developing the business
to a great extent as this campaign mainly focuses on the developing some new ideas for the
betterment of the business.
The different strategies used to implement the plan are like using different marketing
strategies. These marketing strategies are used in order to market the goods and services of the
different hotels and resorts in Southport, Merseyside because there is tough competition in the
travel and tourism industry. Therefore, it is very necessary for the companies to provide for the
something new so that it attracts the consumers and the customers choose the hotel over the other
competitor. Therefore, for gaining a competitive edge the different strategies for marketing are
used like social media marketing and use of brochures and catalogues is used to have some
distinct quality over the competitor (Mohd Thas Thaker, Mohd Thas Thaker and Allah Pitchay,
2018). However, these strategies are very effective in improving the market value and goodwill
of the hotels and resorts in Southport, Merseyside. This is majorly because of the reason that
these strategies increase the knowledge and popularity of the hotels in the area.

CONCLUSION
With the help of the study of the report on public relation and promotion of travel and
tourism industry it was interpreted that maintenance of good public relation is very necessary for
different companies and especially for the hotels and resorts because it mainly deals with public
at a large. Therefore, it is of utmost importance that these hotel and resorts of Southport,
Merseyside maintain good relation with public and other stakeholders of the hotels. The report
started by outlining the importance and role of public relation within running of business. This
importance was like maintaining social network and many other different importance. Further it
was discussed that some skills are required for maintaining public relation like communication
skill, researching skills, knowledge of social media and many more related skills.
Next in the report a public relation campaign is made in order to increase the marketing
of resorts in Southport, Merseyside by 20 % till December 2019 by using different media.
Further the analysis of different media used in the plan was done and advantages and
disadvantages of different media like social media advertising, brochures and catalogues was
done. Next the appropriateness of these media was highlighted that is the reason for the
suitability of these media in PR campaign. In the end the effectiveness of the Public Relation
campaign was demonstrated and some action plan to implement the PR plan was outlined.

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