Public Relations and Promotion in Travel and Tourism

Public Relations and Promotion in Travel and Tourism INTRODUCTION 3 TASK 13 1.1 Evaluating the role of public relations within the travel and tourism sector as a promotional tool. 9 3.2 Asses the relationship between PR and media.9 3.3 Explaining the significance of media in order to promote PR in travel and tourism 10 Techniques for effective public Relations 10 TASK 311 4.2 Review the effectiveness of the public relation plan.

Public Relations and Promotion in
Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1.1 Evaluating the role of public relations within the travel and tourism sector as a
promotional tool..........................................................................................................................3
1.2 Analyse the publics within a travel and tourism context......................................................4
1.3 Discussing the importance of public relations to travel and tourism....................................5
2.1 Conduct an audit of the chosen destination environment within the context of setting
relevant goals and objectives for the campaign by applying a range of PR and promotion
skills. ..........................................................................................................................................6
4.1 Producing the public relation plan which identifies objectives and key public....................7
TASK 2............................................................................................................................................9
3.1 Analyse the media used in public relation............................................................................9
3.2 Asses the relationship between PR and media......................................................................9
3.3 Explaining the significance of media in order to promote PR in travel and tourism..........10
Techniques for effective public Relations.................................................................................10
TASK 3..........................................................................................................................................11
4.2 Reviewing the effectiveness of the public relation plan.....................................................11
CONCLUSION ............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Public relations are differs from other marketing tools mainly advertising in
communicating messages directly to the customers. In travel and tourism market PR plays a most
essential role in order to meet the needs of the travellers. Present study has been based on public
relations and promotion in travel and tourism. It has been noticed that in UK the demand of
seaside destinations has been decreased. So preparing some promotional activity plan that helps
to enhance the good relation and having the good ratio of travellers all over the places of seaside
in UK such as Falmouth, Cornwall, Southport, Merseyside etc. the aim of this study is to explore
the travel and tourism of Britain. Present study will be taking tourist destination of UK which is
Falmouth, Cornwall which is the beautiful place or seaside destination of UK.
Further, in this report will be explaining or evaluating the promotional tool to be applied
in the destinations to gain some more travellers. Study also analyses the diversity of public or
audiences including the current and potential visitors and stakeholder within a travel and tourism
sector. Besides, report will also explain the key media that can be utilize in campaign and
applying the ideas of approaching audiences. Overall study aims to explore the travel and
tourism in UK in order to applying the best promotional or public relationship tools.
TASK 1
1.1 Evaluating the role of public relations within the travel and tourism sector as a promotional
tool.
The Role of Public Relation in promotional activity.
Public relation is one of the promotional tool for the organizations to explore the business
routes. In other words, public relations is the process to creating the positive image in front of the
company’s stakeholders (Ashley and Tuten, 2015). PR is also the part of communication
between organizations or public that should be good or based on positive content. Big
organizations used PR as a tool to promote and communicate the company’s message direct to
the customers. That helps to promote the Falmouth, Cornwall destination places and seaside
areas direct to the travellers. It helps to build the good managing relations in the market. Public
relation is also one of the part of promotional mix which denote by the public attributes which is
very necessary or essential for the company to understand. It helps to develop the long lasting
results to beat up the market and attract large number of people towards the company services

(Austin and Pinkleton, 2015). This will help to recontinue the process in other good sense and
growth.
In other words, Public relation is the activity likewise advertisement and sales promotion
to gain the public trust, understanding and acceptance. Like advertising and sales promotion,
public relations is a vital link in a company’s marketing communications mix. In other words,
the main purpose of the companies to use PR as promotional tool is to get the publicity in the
market which is sometimes positive or sometimes negative.
Public relation can be used by the companies in several terms such as press relations,
product publicity, corporate communication, sponsorship, influencing specific groups
(Balatsoukas and et.al., 2015).
1.2 Analyse the publics within a travel and tourism context.
Britain's current and potential tourist
After that, Government of British has taken some initiatives in 2016 in order to engage
the effective and profitable market growth. In other word, UK government has taken some steps
forward to take good initiatives for the sack of company’s growth.
Travel and tourism business directly enhance the growth of country economy and also
give positive impact to the stakeholder (Beeton, 2016). It helps to motivate the developing new
results and bring new opportunity or growth in the better development result growth to promote
the Falmouth, Cornwall destination places. Besides, it would help to discover the long lasting
development and effective result oriented task in order to build up the least range of result and
make the best outcomes and growth. As per the data of 2018, 37.5 million people visited UK and
invested about £23.1 billion (2019 Inbound Tourism Forecast. 2019). This overall results helps
to enhance the global economic growth in different societal manner and growth for the further
development process.
Travellers are belongs to the different culture. Religions or cast. This diversity factor may
also affect the growth of tourist that directly affect the travel and tourism market. Travel and
tourism sector has also consisting some other sector too such as Airline industry, hospitality
sector, tour operators and travel agents (Ferguson, 2018).
In order to promote the travel and tourism industry in order to promote the Falmouth,
Cornwall places and best developing and challenging business opportunity and growth. Such as
making travel easier with a new GREAT tourism rail offer. This would help to recontinue the

process into the best possible manner in order to develop the popularity of the destination
images. Besides the best experience and developing new managing goals (Fu, Cai and Lehto,
2015). In order to develop the travel and tourism market, making travel easier and provides all
the services and goals to make travel tourism market more effective and essential. Also,
government provide several services for the development tourism market.
1.3 Discussing the importance of public relations to travel and tourism.
In travel and tourism industry sector in order to develop the best way of controlling
power and promotional activities for Falmouth, Cornwall. In terms of tourism market and growth
apart from that it discover the new relationship and goals in order to enhance visitors at the
destination. PR plays a most necessary and important role in travel and tourism market to meet
the market challenges and level of competition. The major challenges that company facing is to
explore the public relation in order to contribute the attractive services and task for the travellers.
That can help to attract the number of customers towards the Falmouth, Cornwall betterment and
attained results and target travellers (Garrido-Moreno and Lockett, 2016).
PR are more helpful for tourism industry to make the best outcomes in order to make the
clients happy and satisfied. In other words, tourist products or services approached at global level
regarded like a unitary whole, respectively from an individual perspective due to its intrinsic
features namely unique elements which individualize the products even more.
In travel and tourism sector public relations has different meaning and different purposes
such as to promote the destination places or an event and building the image of the Falmouth,
Cornwall as green and responsible citizen, detracting attention of public from negative events.
This process will have the long lasting results in order to meet out the best range of product and
services in order to meet out the company aims and objectives and growth. Importance of PR
will also help to build up the bad image into good image with the help of some promoting
campaign and development targets (Laws and Prideaux, 2017).
Apart from that, PR also gives a valuable media attention to the company services or
products with good content and results. Besides, With the help of PR media can also gives the
high attention towards the travel and tourism business growth at Falmouth, Cornwall. It will help
to regenerate the long lasting results in order to build-up the high range of goals and objectives
results. PR can also help company to communicate the message of the organization directly to
the public in good positive manner. For Travel and tourism sector, this is the best and effective

tourism development channel to realize the best and developing result goals. Overall, in travel
and tourism business, PR is the kind of promotional tool that bridges the gap between the
company and its employees by maintaining the good internal communication process as well.
2.1 Conduct an audit of the chosen destination environment within the context of setting relevant
goals and objectives for the campaign by applying a range of PR and promotion skills.
In order to engage the travel and tourism market in other words it helps to determine the
managing successful business growth in order to make the best developing results in order to
beat up the market opportunities (Moro and Rita, 2018). In order to perform audit of the
promotional activity plan it will help to recontinue the effective management task and long
lasting business leaders and goals. In order to conduct internal audit it has been taken the help of
SWOT analysis of the British UK market of travel and tourism industry.
SWOT Analysis.
Strength
 Falmouth Cornwall well growing and beautiful place in UK.
 High range of availability of diverse geography.
Weaknesses
 Less attraction of travellers at the place due to lack or promotional activities and public
relation.
Opportunity
 Falmouth Cornwall has opportunity to explore the sheltered Carrick Road by the help of
paddle board, dinghy that directly meet with St. Mawes.
Threats
 It involves high range of competition level.
PESTLE Analysis
Political : Political influences may affect the travellers in many terms in Falmouth
Cornwall. Due to level of democracy, unemployment, poverty or high population of this city
may restrict the entries of travellers (Oliveira and Panyik, 2015). This destination place has
suffered from unprecedented mass tourism. Due to lack of political power and policies Falmouth
Cornwall has facing travellers attention.

Economic : Falmouth Cornwall is one of the poorest place in UK which affect the travel
and tourism businesses. This directly affect the small businesses or zero level of services
available in this city.
Social : Social factors also not very much good in Falmouth Cornwall due to less
development rate. Due to this factor, Falmouth Cornwall is not so much attracted in terms of
travellers.
Technological: Technology factor can give positive impact on the situation of tourism
where with the help of better PR plan government can develop better resources in Falmouth
Cornwall.
Legal : Legal factor are highly influenced travel and tourism in terms of less strictness of
government. Government tale slow decision due to which none of the activity is happened
properly to gain traveller attention (Page, Innes and Cutler, 2015).
Environmental: Travel and tourism sector is highly influenced by this environmental
factor. In order to minimize the negative impact, government needs to take action in order to
maintained sustainability development to gain travellers attention.
PR Promotion skills
 Public relation is the most effective and leading promotional tool that helps to make the
effective development growth for the destination places.
 PR also very helpful to advertise the destination directly to the public.
 Public relation helps to understand customer and their needs to the particular product or
services.
4.1 Producing the public relation plan which identifies objectives and key public.
Public relation is the most concerning part of the management of communication between
a high profile individual, organization, company, business or other entity and the public. In this
process various activities and plans has been including in order to meet out the company
objectives and goals. In order to promote the public campaign it will be includes media,
speaking, at events and conferences, handling reputation management and crisis issues. Here it
makes the plan and objectives for better public relation (Pearson, 2016).
PR plan objectives
 To gain the market of travel and tourism in Britain.

 To explore the awareness of UK destinations in order to enhance the seaside tourism in
the country.
 Arrange the more technical personnel support for the organization bearing the authority
to approve plans at local level and thus development of tourism shall be directed.
 Provisions has to be made as per the great provision for entities and organization bearing
the authority to approve plans at local level.
Strategies
 Tools or techniques has been taken in order to reducing the gap between the development
imbalances throughout the country and treat them with approach that safeguards.
 Increases the sources that increases the participation in social, cultural and artistic values
and heritage and create a community awareness on these assets (Qrunig and Qrunig,
2016).
Public relation plan for Falmouth Cornwall
Step :1 Define the objectives
In order to prepare the public relation plan the first thing which is required to be done is
to identify the objectives or reason for preparing the PR plan. Some objectives are given below.
 Building the good relation with the public, customers, suppliers or the community
members of Falmouth Cornwall in order to attract the more number of travellers.
 Creating the reinforce the brand and professional corporate image in the better
performing manner and growth.
 Generate sales or leads the best developing results in order to generate the more
awareness about the destination (Radwan, 2016).
 Mitigate the impact of negative publicity and corporate crisis.
Step 2: Define the goals in achieving these objectives.
Next process in preparing the PR is to establish the strategies and tactics that helps to
maximizing the set objectives. In this step, travel and tourism industry required to be very
attentive. Besides, goals and objectives of the plan should also be very specific, measurable,
result oriented and time bound.
Steps 3: Determine Target audience
Falmouth Cornwall is the beautiful destination of UK with having dual nature of beauty.
In order to that, travel and tourism should need to target travellers who love side scenes and sea

views in order to explore their travelling experience (Robinson, Fallon, Cameron and Crotts,
eds., 2016). High awareness of the destination may prefer good advantage facilities.
Step 4: Develop a Schedule for Campaign
In order to promote the seaside destination in UK, Travel and tourism company should
need to acquire some potential marketing campaign for the promotional activity. PR campaign
has to be based on the consumer relation or the benefits of the customers in order to make the
good impact on their behaviour. This step would be possible by some more sales or marketing
efforts to enhance the awareness regarding goals and objectives.
Step 5: Develop the plan to attack
The last process in public relation is to take the medium of communication that helps to
direct convey to the public (Semeradova and Vávrová, 2016). Such as in order to promote the
Falmouth Cornwall destination. Travel and tourism sector needs to take help of social media
sites.
TASK 2
3.1 Analyse the media used in public relation.
Print Campaign : Print Campaign is also known as Print advertisement media which is
generally based on newspaper, magazines, articles etc. in which organizations explore their
history or short story about the services or product. The main target of this media is to grab the
attention of reader.
Online Campaign : Online campaign is more reachable and attractive as per the
audience. Online campaign is the best way or strategy to enhance the effective building
performance in order to beat out the strategic goals and objectives.
Radio and Television campaign : Radio and TV has been the most common or old
techniques to promote the new services or products (Smith and Gallicano, 2015). Now at global
level to promote destination this is the best way to enhance the awareness of tourism.
3.2 Asses the relationship between PR and media.
Media and Public relation having a direct relationship in order to gain the tourists
interest. To gain the good media image and public attention in tourism sector. For that, both
organizations or government should organize the best policies and public relation. Public relation
has most affected and attracted by the media stories about the companies. Basically, PR
practitioners want the attention of public and their needs and wants. On the other hand, Media

want the outcomes and response of the plan. In order to generate the best developing and long
lasting image in front of the market (Stoldt, Dittmore and Branvold, 2018).
Basically, the relationship between PR and media is very stubborn and turbulent one.
Another relationship between both the term is to get the public interest. PR and media both are
working to maintained the connectivity of the people with the goals and effective presentative
targets. Both are having the common interest is to explore the information by using different
channels or medium. It will help to recontinue the work into proper effective manner of growth.
In order to develop the new managing successful business growth in order to maintained the best
developing result in order to meet out the best growth.
3.3 Explaining the significance of media in order to promote PR in travel and tourism
Techniques for effective public Relations
Media Relations
This technique is the best way to analyse the effectiveness of Public relation that is
helpful to understand the leading PR plays a most significant role in travel and tourism sector in
order to make the good relation with the customers or other stakeholders. This promotional tool
can help get the good response from the market which is good for the travels and tourism sector.
Pr give stakeholders attention towards the destination and enhance the popularity growth in the
country. It helps to grab the opportunity to build up the new managing successful growth for the
better economic growth for the travel and tourism sector.
By using media with different techniques and goals in order to make the effective
developing goals in order to meet out the best growing results.
Public relation is effective for Falmouth Cornwall in order to develop the more tourists
and travellers. Companies or government must be adopted by the PR in order to explore the best
advantageous growth result (Valentini, 2015). Digital TV, Telecast TV, Daily Papers, Magazines
are the tool of PR that helps to maintained the connectivity with public. UK travel and tourism
has to be taken most significant tools and techniques for maintaining the good PR.
TASK 3
4.2 Reviewing the effectiveness of the public relation plan.
Measurement by objectives : This is the technique which is using for measuring the
effectiveness of outputs. MOB is the best technique to alleviate the measurement or the issues
facing public relations. This is the most common tool to evaluate the individual employees or

individuals. This helps to evaluate the PR campaign implemented by the travel and tourism in
order to promote the Falmouth Cornwall destination in UK.
Impact analysis: Measuring the process the of impact or results of the public relations
effort is always difficult and never totally objective (Ye and et.al., 2018). This tool help to
measure the effectiveness by four dimensions those are Audience Coverage, Audience response,
Campaign Impact, Environmental Mediation. These all factors helps to get the response of public
relation.
CONCLUSION
As per the above discussed report it has been analysed the significance effect of public
relation in travel and tourism sector. Report has been discussed about the public relation and
their relationship with media and other PR campaigns. Study also summarize about the PR
effectiveness in order to understand the importance. Furthermore, report also concluded about
the public relations and promotional skill by presenting the internal or external audit of the
destination. However, study based on the tourism sector of UK and explained the strategies and
public relation plan in order to promote the market of UK in order to enhance the awarenesses of
seaside destinations. By the end of the report it also reviewed the public relations plan in order to
analyse the effectiveness.

REFERENCES
Books & Journals
Ashley, C. and Tuten, T., 2015. Creative strategies in social media marketing: An exploratory
study of branded social content and consumer engagement. Psychology &
Marketing. 32(1). pp.15-27.
Austin, E. W. and Pinkleton, B. E., 2015. Strategic public relations management: Planning and
managing effective communication campaigns. Routledge.
Balatsoukas, P. and et.al., 2015. The role of social network technologies in online health
promotion: a narrative review of theoretical and empirical factors influencing intervention
effectiveness. Journal of medical Internet research. 17(6). p.e141.
Beeton, S., 2016. Film-induced tourism. Channel View Publications.
Ferguson, M. A., 2018. Building theory in public relations: Interorganizational relationships as a
public relations paradigm. Journal of Public Relations Research. 30(4). pp.164-178.
Fu, X., Cai, L. and Lehto, X., 2015. A Confucian analysis of Chinese tourists’
motivations. Journal of Travel & Tourism Marketing. 32(3). pp.180-198.
Garrido-Moreno, A. and Lockett, N., 2016. Social media use in European hotels: benefits and
main challenges. Tourism & Management Studies. 12(1). pp.172-179.
Laws, E. and Prideaux, B. R., 2017. The significance of crisis communication in the aftermath of
9/11: A national investigation of how tourism managers have re-tooled their promotional
campaigns. In Tourism Crises (pp. 89-102). Routledge.
Moro, S. and Rita, P., 2018. Brand strategies in social media in hospitality and
tourism. International Journal of Contemporary Hospitality Management. 30(1). pp.343-
364.
Oliveira, E. and Panyik, E., 2015. Content, context and co-creation: Digital challenges in
destination branding with references to Portugal as a tourist destination. Journal of
Vacation Marketing. 21(1). pp.53-74.
Page, S. J., Innes, A. and Cutler, C., 2015. Developing dementia-friendly tourism destinations:
an exploratory analysis. Journal of Travel Research. 54(4). pp.467-481.
Pearson, R., 2016. Beyond ethical relativism in public relations: Coorientation, rules, and the
idea of communication symmetry. In Public relations research annual (pp. 77-96).
Routledge.
Qrunig, L. A. and Qrunig, J. E., 2016. Toward a theory of the public relations behavior of
organizations: Review of a program of research. In Public relations research annual (pp.
37-74). Routledge.
Radwan, H. R. I., 2016. Evaluating the effectiveness of social media as a marketing tool in the
hotel sector: A case study on four and five star hotels in Makkah, Saudi
Arabia. International Journal of Heritage, Tourism, and Hospitality. 8(1).
Robinson, P., Fallon, P., Cameron, H. and Crotts, J.C. eds., 2016. Operations management in the
travel industry. Cabi.

Semeradova, T. and Vávrová, J. N., 2016. Using a systemic approach to assess Internet
marketing communication within hospitality industry. Tourism Management
Perspectives, 20, pp.276-289.
Smith, B. G. and Gallicano, T. D., 2015. Terms of engagement: Analyzing public engagement
with organizations through social media. Computers in Human Behavior, 53, pp.82-90.
Stoldt, G. C., Dittmore, S. W. and Branvold, S. E., 2018. Sport public relations: Managing
stakeholder communication. Human Kinetics.
Valentini, C., 2015. Is using social media “good” for the public relations profession? A critical
reflection. Public Relations Review. 41(2). pp.170-177.
Ye, Z. and et.al., 2018. Gender differences in Instagram hashtag use. Journal of Hospitality
Marketing & Management. 27(4). pp.386-404.
Online
2019 Inbound Tourism Forecast. 2019. [Online]. Available
thorough :<https://www.visitbritain.org/2019-inbound-tourism-forecast>.