Public Relations and Promotion in Travel and Tourism

Public Relations and
Promotion in Travel
and Tourism

INTRODUCTION.....................................................................................................................................2
1.1 Role of public relations in travelling sector.................................................................................3
1.2 Analyse publics within a travel and tourism................................................................................4
1.3 Importance of public relations.....................................................................................................5
2.1 Public relations and promotional skills........................................................................................6
4.1 Develop a public relation plan.....................................................................................................7
TASK 2....................................................................................................................................................8
3.1 Media used in public relationship................................................................................................8
3.2 Relationship between public relations and media........................................................................9
3.3 Appropriateness public relation techniques...............................................................................10
4.2 Effectiveness of public relation plan..........................................................................................10
CONCLUSION.......................................................................................................................................11
REFERENCES........................................................................................................................................11
INTRODUCTION

Healthy and positive public relations play a vital role in growth and success of travel
and tourism sector. It also helps in promoting business activities and operations at
international level because if a firm has good relationship with customers then it can easily
attain high competitive advantage (De Moya and Jain, 2013). The basic aim of travelling
companies is to manage and sell their service that’s why PR and promotion are effectively
used there. Visit Britain is the chosen organisation in this present assignment; it is a national
agency of UK which is famous for its marketing of tourists destinations. Its main objective is
to create the value of tourism in Britain’s economy. Apart from this, the report will be
described the significance of public relations in travelling industries. There will be a
discussion upon the roles of PR in order to promote working practices of business
organisations. Readers will also come to know the appropriateness of media which is used in
public relations.
1.1 Role of public relations in travelling sector
Effective public relations have a significant role in managing firm’s image and
reputation in target market. The core concept of PR is to maintain relationship by using
certain promotional tools and techniques which renders benefits through enhancing
company’s sales and profitability. Along with this, PR is also known as practice which helps
managers to cope the flow of information among public and organisation. Therefore, it can be
said that PR aids a company to accomplish its goals and objectives in an effective manner.
Now these days, several travelling companies are emphasised on managing healthy and
positive public relations. In this context, provides attractive discounts and offers on holiday
packages (Hanusch, 2012). It also hire gives importance to visitors interest, choices, values
and beliefs. Apart from this, publicity can be negative or positive and sometimes it is not in
controlled by the business organisation. The travelling agency, i.e. Visit Britain has selected
Wey Mouth Desert for its overall discussion. It is one of the seaside town in Dorset, England.
The town is the third largest settlement and its overall population is 52323. Weymouth is
famous tourist place; its economy is rely upon visitor attractions and its harbour. The most
attractive location of this town is its marvellous landscapes.
Public relations are considered with marketing activities, i.e. promotional and
advertisement. The targets and objectives of both units are mostly interdependent with each
other. For example- the objective of marketing department is to sell products in market
whereas PR aids in achieving this objectives through making people can aware about this
specific product of the company.

Below describe the some major roles of public relations: -
 It covers and broadcast positive news in digital as well as print media about the
company; so as large number of customers can aware about it.
 Communication with media personal on daily basis is also generate wide network of
the company with its clients and staff members.
 PR also helps in monitoring the various media channels, such as- magazines, TV and
radio advertisements, newspaper, social media etc.
 It also provides updates on regular basis regarding management of Visit Britain to its
clients.
 Research and find out the content which will going to be published.
 Managing and creating teams towards research activities.
1.2 Analyse publics within a travel and tourism
In travel and tourism sectors, there are various stakeholders involved who play an
important role in growth and market expansion of companies. So that, it is necessary for
managers to determine these publics and fulfil their needs in proper way. In this context,
stakeholder analysis is conducted so as to gain maximum level of output. Managing healthy
and positive relationships is also important for companies to perform effectively in target
market. In travelling sector these publics are classified into two categories, i.e. internal and
external. The brief description is stated as under: -
Internal stakeholders
Employees – Staff members are the most valuable part of a business organisation. A
firm’s working activities are depended upon skills and abilities of employees. Therefore, it is
must for travelling companies to involve such people in its decision making process
(Morrison, 2013). Employee participation is very much essential as they can work as the
representative of the company.
Top management – Top management is liable to implement any kind of rules and
regulations at workplace. They manage as well as directs overall business operations and set
business goals and objectives.
Shareholders- Such publics also have to power, they can easily influence the
decisions of the firm. Shareholders invest their money via debenture and shares into