Public Relation Assignment Report

Running head: PUBLIC RELATION
PUBLIC RELATION
Name of the Student
Name of the University
Author Note

PUBLIC RELATION1
Introduction
Public relations (PR) is considered to be practice or method of managing and spreading
information deliberately between a person or a company and public. According to scholars,
public relations is mainly about managing the reputation of a person or a company (Ki, Pasadeos
& Ertem-Eray, 2019). Public relations generally involve gaining support and understanding from
clients and also help in influencing behaviors and opinions. PR professionals often use all sorts
of communication and media in order to maintain, build and also manage positive reputation of
clients. It has been seen that mostly celebrities and organisations hire PR professionals and come
up with various PR campaigns that helps in managing a positive reputation and offer acts as a
promotional tool as well however, in recent times, it can be seen that many countries have been
hiring PR professional and coming up with various PR campaigns and strategic communication
method in order to maintain a positive reputation. Szwajca, (2017) states the reputation of a
country is considered to be a valuable asset and it acts as a source which helps a country gain
competitive advantage. PR officials and practitioners help people to communicate about the
country to news media and international publics and is stated to be one of the most effective and
useful platform. This paper will be focusing on the campaign introduced by Australia tourism,
“There’s Still Nothing Like Australia” and discuss about how it reflects on the culture of
Australia.

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Discussion
“There’s Still Nothing Like Australia”, the campaign
There’s Still Nothing Like Australia is an international recovery campaign which was
introduced and launched by Simon Birmingham, the Tourism Minister of Australia in February
2020. According to reports, the campaign is being supported with $25 million which has been
allocated to the Tourism of Australia though Australian Government’s National Bushfire
Recovery Fund (Tourism.australia.com., 2020). Tourism Australia highly depended on the
successful and long-standing global campaign which was the “There’s Nothing like Australia”
and by the new campaign they want to remind people all across the globe that there is still
nothing like Australia which they have successfully turned into a campaign.
Tourism Australia has been working on this campaign closely with their partners in order
to execute and pan out the campaign successfully all across the globe. Initially the campaign was
launched for a different reason however with the new situation and the fear about the
repercussions due to the Covid-19 in the long run has led various tourism and airlines operators
including Malaysia Airlines, Qantas Airlines, Flight Centre and Singapore Airlines contribute
around $20 million to the campaign (Australian Financial Review., 2020). This campaign will
also be launched in various key markets of Malaysia, Singapore, India, United Kingdom and
Indonesia.
History behind the launch of the campaign
The campaign, “There’s Nothing Like Australia” was basically designed in order to
support the heroes of the tourism and industry. This PR campaign was also launched in order to

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market the activities that had been undertaken by the tourism bodies of the individual states so
that they could successfully recover from the Australia bushfires.
In the year, 2019 due to draught Australia experienced massive bushfires which has had
negative impacts on the country. It did not only have a huge impact on the forests but it had
destroyed more than 2000 houses in New South Wales only and has destroyed several properties,
forests and many animals and people had to lose their lives because of this dangerous bushfire.
This bushfire was massive and not only affected the people but also several industries and the
economy of the country (Wittwer, 2020). Tourism was restricted during that time and many
tourists or travelers even after the bushfires were scared to visit the country which had led to the
lack in tourism.
It has been seen that since the campaign, There’s Nothing Like Australia was launched in
the year, 2010, the expenditure or spend of international tourism had risen by around $19 billion
(Tourism.australia.com., 2020). Thus, the aim of this new campaign was to ensure that people
come and visit Australia even after the bushfires as nothing has changed in the country and the
country is still going to present what the tourism use to present to the tourists before which aims
on rebuilding the tourism industry in the country.
Reflection of the campaign on the culture
“There’s Still Nothing Like Australia, the campaign, aims on attracting tourists and
visitors to the country and it has been seen that this campaign does so by reflecting the culture of
Australia all across the globe. This campaign highlights the best experiences and attractions that
the country needs to offer to their visitors and given an insight about the culture which one needs
to experience to fall in love with the country and consider visiting Australia repeatedly.