Importance of Public Relations in Business Growth

The provided study highlights the importance of public relation campaigns in attracting people towards a company, leading to its expansion. It emphasizes that public relation is an effective tool for promoting the brand in the marketplace, enhancing good relationships between customers and businesses, and driving business growth. The assignment draws references from various books, journals, and online sources to support its arguments.

Public Relations & promotion in
travel & tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
A. Role, importance and diversity of audience of public relations.............................................1
B. Public relations skills and public relation plan.......................................................................3
TASK 2............................................................................................................................................4
A. Key media for use in campaign..............................................................................................4
B.Appropriateness of the media..................................................................................................5
TASK 3............................................................................................................................................6
Effectiveness of public relation campaign and the strategy used for its implementation............6
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Public relation refers to the relationship between customer and the business that will lead
to the growth of company. The aim of public relation is for creating awareness among people
about particular business operations. It helps in building the trust among employees in the
organization.
Present study will be based on the Visit Britain. It is a British Tourist Authority that is
incorporated under the Development of Tourism Act 1969. It hosts the information to various
territories on its website. It was created in April 2003.It was formed by the merger between the
British Tourist Authority and the English Tourism Council.
Report will include the importance of public relation as a promotional tool to be applied
by the Visit Britain company. It will include the key media that are being used in the public
relation campaign. Furthermore, it will include the appropriateness of the choosing media
technique and effectiveness of PR campaign and the various strategies used for implementation
of campaign.
TASK1
A. Role, importance and diversity of audience of public relations.
Public relation is an important aspect in travel and tourism sector as it covers fall mouth
Cornwall seaside for reaching visitors. That helps in improve business of Visit Britain and also
helps in achieve organizational goal of organization. Organization makes public relation through
advertisement.
Public relation is a tool that increase marketing of Visit Britain because if public relation
is well established with organization that helps in increase their revenue as well as promote its
business. Through this it can do effective and efficient work. Because public spread positive
image about services with other public so these things increase business and profitability
(Pearson, 2017).
Making Brand images of Visit Britain is also a very major role of organization and
through public relation image of brand also increase because they use services and if they
satisfied through it so that they suggest to other people for use travel and tourism of Visit Britain
that increase brand image and build strong relationship. That helps in boost profitability.
Public relation has role that increase investors in organization because through these
investors gain trust with Visit Britain and base on organizations profits and performance
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stakeholders invest their capital in large amount and it helps in increase their business because
travel and tourism has need of large amount of capital.
PR has role of increase communication between members and public so employees
provide good services to customers and understand their needs and wants. So, if Visit Britain's
employees provide well services and communicate in great way so customers attract and
establish good relationship with organization (Botan and Hazleton, 2017).
Importance of public relation: -
Public relation is very important in promote business of Visit Britain because through this
business is promoted in market and also make good image of brand in mind of third party that it
increase profitability and productivity. PR attract to customers and customers want to good
services with reasonable cost for travel and tourism to various destination. Following importance
of public relation: -
Event marketing: - Public relation is important in increase Visit Britain company profile
through arrange of event and promote business. Event helps in make image of organization and
change philosophy in customers mind. PR is important for organization that influence it
profitability.
Establish relation: - Public relation has importance in establish relationship between
employees and customers through provide customer satisfaction according to their need related
to travel and tourism so employees of Visit Britain is responsible for communicate to public in
good way understand their need in that helps in increase profit and sales.
Corporate social relationship: - Public relation is important for apply CSR in
organization because for make relation with public, employees and investors they have to follow
this framework because through this it responsible for decrease pollution and also fulfil social
needs. So for make relation with public Visit Britain follows this framework and increase their
investors and engage more employees through provide safety (Prior-Miller, 2017).
Increase goodwill: - Goodwill is very important for organisation it means that image and
reputation in society and market of Visit Britain. In Public relation employees of organization
provide good services during travel and tourism according to their needs so it boosts credibility.
It also advertises through media of their brand in positive way and share positive information
with public that helps in attract customers.
Analyse the diversity of public: -
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Visit Britain cover Falmouth, Cornwall seaside of United Kingdom and it is a national
tourism agency that it covers worldwide so digital presence is make strong business at global
level and cover 21 countries. In Falmouth seaside large numbers of public and audience visit.
Many types of visitors visit in this area like politicians, entrepreneurs, outlaws, families. This
seaside makes more money and profit in summer because it is a beautiful country side and also
glorious so people prefer for enjoy and spend time on this seaside. Many types of historical
buildings and museums are located at seaside.
Politicians and entrepreneurs are visit for meeting and for business purpose. They held
their meetings at Falmouth because many hotels and restaurants are available in this area. So,
people feel calm and piece that helps to people for do their work in efficient and effective
manner. Students are also visitor of this seaside because many historical places are located so
they visit for get information for research and all information use by them for study. So, they are
also visitors on that place.
Families is type of visitors that visit on this place because in summer they spend their time and
attend summer camp so through these children and adults enjoy that movement for fresh their
mood (Allagui and Breslow, 2016).
B. Public relations skills and public relation plan.
Organization make plan for establish public relationship and Visit Britain uses this plan and use
strategy for attract customers and make goodwill of organization. Because its market is gone
downward so it tries to improve in six months through public relation plan. Following points are
covers public elation plan:-
Research and situation analysis :- in this step organization research all situation because Visit
Britain is a tourism agency and do work at global level. It searches customers needs and wants
during travelling and tour and also search that other same organization facilities that provide to
customers so it evaluates strategy of other company. Research do by company through collect
primary, secondary and formal, informal. That helps in collect information and analyse
loopholes.
Objectives :- Visit Britain make objective for increase their profitability and business. So it
follows SMART objective for set overall goal of organization. SMART stands for S- specific,
M- measurable, A – attainable, R – results and T- timely.
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Specific - through this element of objective use by organization if it not earns sufficient profit so
it makes specific objective for achieve and earn profit. Its main motive is increase turnover of
organization.
Measurable :- these elements is helps in measure goal that prepared goal work or not in fulfil of
situation so it uses by Visit Britain in measure activities and goal that it increase profit and
customer quantity.
Acceptable :- smart goal helps in organization and Visit Britain use for this objective and
evaluate that objective is accepted or not by employees of organization.
Realistic :- through this element organization use in practical situation so it is not possible that
everyone focus on same objective. So objective is make by organization in real according to
situation (Schofield, 2017.).
Time bound :- Visit Britain is travel organization that aim is boost their business in six months
so objective is make only for six months that helps in achieve organizational goal and meet
objective.
Implementation :- it is an element that Visit Britain use for implement and apply in their day to
day activity so it a process of implement and in this process plan make by organization for
improve business. Like time to time provide vehicles according to types of cutomers etc. so
Every employee and members of organization work through this plan that helps in establish
public relation and make goodwill.
Evaluation :- after implementation of public relation plan organization evaluate and analyse that
plan work in proper way or not because it is important step of plan. And time to time evaluation
is very important. So this organization check that visitors satisfy or not through service and also
get feedback from them.
Investment :- it is important for organization because without investment organization cannot
do work. So according to plan it invests money in work for accomplish objectives. Because in
public relation plan management also make plan about budget that helps in complete objective of
Visit Britain.
TASK 2
A. Key media for use in campaign.
Social media :- it is a very best way for establish relation and improve business. So Visit Britain
use social media for promote and share information about campaign that helps in advertise and
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about their services peoples attract. Mostly peoples use social media and get news about all fields
related. So it is the best way and helps in effective advertisement about organization (Jefkins,
2018).
Local and national television advertisement:- it is most popular way of advertise about
services for make public relation. So it helps in sells of services at high level. Visit Britain uses
this source because it consumes low cost and all peoples of all countries use television.
Organization give advertisement more and more near of summer season because in this season
people come for enjoy in seaside and organization promote their services because it targets is six
months.
Online ads :- it is the popular way of advertisement and it possible through Facebook that helps
in attract customers through effective manner. Through this Visit Britain establish relationship
between public and media. So this type of ad see by people during use of Facebook that share
information of services and increase profitability.
B.Appropriateness of the media
The media that is chosen for the PR campaign is social media. The internet and social
media plays a vital role in the travel and tourism. There are many sources through which
campaign is to be advertise through YouTube, Facebook, twitter etc. This media technique
provides a range of benefits and opportunities for the company. As most of the people are using
social media so this is the appropriate mode for public relation campaign. Social networking
services help in providing the wide range of news and knowledge about what is going in the
surrounding. As it improves the connectivity of people. It made easy for the people to connect
with business people, family and friends. It enhances the activity between different people.
Through social media public relations campaign are promoted by the companies that help them
in increasing their sales.
Social media is the cheaper source for doing the public relation as compared to the
traditional way of advertising (Carlerby, Svanholm and Viitasara, 2018).Through social media
more people are come to participate in the public relation campaigns. As these campaigns are
nowadays organized in the malls so that more people are attracted towards it. Through this all
ages and demographics are get connected with each other. Two way communication is
promoting as people heard from the others about the campaigns as those who are not using social
media. People are becoming more interactive through the social media. It also helps in search
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engine and increase the ranking of company's website. As it helps in promoting the videos,
blogs and articles. Many information regarding the latest news is gathered from it and convey it
to the people so that more people are attracting towards it.
As this is the appropriate way of media to promote the public relation campaign. Today
all the companies use this technique for promoting its product in the marketplace. The entire
market is becoming more advanced through the social media (Hackley and Hackley, 2018)
Today the importance of social media is increasing in the manner that it has been now used in the
schools in the international market. As there is no geographical boundaries of using the social
media every person sitting in any country can have access on the social media. Many companies
through social media advertise its products.
Social media is the appropriate medium for promoting the public relation campaign. As
this helps in increasing the customers towards the campaign. As it helps in increasing the social
interaction between the people. This is the suitable media as through it many people gets the
information and involving in the campaign. It increases the brand awareness among the people
through which more customers are attracted towards the campaign.It helps companies in
boosting their sales in the market. As it is the valuable aid for solving any crime in the company.
TASK 3
Effectiveness of public relation campaign and the strategy used for its implementation
Public relation campaign helps in raising the awareness of the company's brand in the
market. Organizing the public relation campaign helps in building the relationship with the
different people in the market. As it helps in increasing the sales for the company. It promotes
the understanding between the business and its stakeholders. It builds trust and confidence
among the employees that enhances the easy working for them. Due to public relation campaign
the behavior, attitude and perception of the people are changed. As people are seeing the market
in different way as they see it in as earlier. The way of thinking is changed as communication
increases with the outside people (Henker, Sonnentag and Unger, 2015).Through it goodwill of
the company is increasing with the clients. Having good relations with the public helps in
attracting the new business with it. This enhances in improving the relations with the employees
as by organizing the events, meetings and programmes.
It helps in better engagement with the community through which relations of the
company with the outside is improving and that helps in attracting the clients. Some public
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relation campaign are organized in the malls through which people get attracted towards it. This
technique is more effective for the business to build the public relation with the employees as
well as outside agencies. Public relation campaign helps in meeting the challenges in the tourism
sector. As direct advertising and public relation campaign enhances the highly marketing
strategies for the business. As it is the cheapest way of introducing the product in the
marketplace. PR campaigns helps in improving the attitude of the people. PR campaigns are
used for increasing the ranking of the business in the market (Narita and et. al., 2017).As
sometimes consumers are not interested in seeing the ads but when the product is show in their
favorite books or magazines then the perception regarding the product is different as it was
earlier when shown as an advertisement.
PR campaign helps in building the opportunities for the business. As it is the simplest
way of advertising the product in the market. It enhances the sales of the business as increased
exposure in the market. It helps in increasing the public relation by building the reputation of the
company in front of the clients. Through public relation the visibility of the people is increasing
towards the company and its product. Getting review from the clients also helps in the growth of
the business through PR campaigns. It increases the worth of the company. As public relation
campaign help in growth as well as bring new opportunities for the company. Through public
relations the power of reaching the large audience. It builds the good relation with the customers.
It also improves the financial relation between the employees. As employees are going outside
for promoting its brand they are more involved in the different activities of the company. As
public relation is the popular word in the marketing. Public relation helps in achieving the goals
and objectives as it enhances the growth of the company (Wood and et. al., 2015).Proper
marketing is the essence for the business. It builds the positive image in the minds of the clients.
As they are helpful in building the relations with different companies. Public relations plays a
crucial role in the advertising of the product. It reaches the target of the company easily as more
people are involved in the activities of the business.
Strategy used to implement the public relation is communication tool that plays an
important role. As internal and external communication is very important areas for enhancing the
public relation campaign (Theaker, 2016).As internal communication means communicating
with the employees of the company and external communication includes the customers,
shareholders etc. If communication is not good it will affect the quality of product and the
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services provided by the travel and tourism. Another strategy used is to build the credibility of
the business. The audience are targeted in the group or individually has influence the decision
making process of the company. Promotional tools helps in implementing the public relation
campaign in the tourism industry. Promotional tools helps in creating the positive impact on
public. As promotional tools are very important for every business to implement the PR
campaign in the company. As PR is different from the other marketing tools that enhances the
more growth in the business. It provides the brand greater credibility in the market. As the
objective of organizing campaign is to introduce the product into the market. This helps in
increasing brand awareness among people in the market that the product is having existing in the
market.(What is public relations, 2019).
CONCLUSION
From the above study it can be concluded that public relation is the effective tool for
promoting the brand in the marketplace. Public relation enhances the good relationship between
the customers and the business. As a marketing tool there different techniques for promoting the
brand but public relation campaigns lead in the growth of the business. As promotion is the most
important part of doing business. Public relation enhances the growth in the business. Organizing
campaign in the public place helps in attracting the more people towards it. As through this there
will be opportunity for the company to expand its market. From the above study it can be
observed that public relation campaign helps company to attract people towards it.
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REFERENCES
Books and Journals
Allagui, I. and Breslow, H. 2016. Social media for public relations: Lessons from four effective
cases. Public Relations Review. 42(1). pp.20-30.
Botan, C.H. and Hazleton, V. 2017. The role of theory in public relations. In Public relations
theory (pp. 3-15). Routledge.
Carlerby, H., Svanholm, S. and Viitasara, E., 2018. 1.10-P10 Authority officials’ views on
health promotion and power relations among new arrivals in northern Sweden. The
European Journal of Public Health, 28(suppl_1), pp.cky048-010.
Hackley, C. and Hackley, A.R., 2018. Advertising at the threshold: Paratextual promotion in the
era of media convergence. Marketing Theory, p.1470593118787581.
Henker, N., Sonnentag, S. and Unger, D., 2015. Transformational leadership and employee
creativity: the mediating role of promotion focus and creative process engagement. Journal
of Business and Psychology.30(2). pp.235-247.
Jefkins, F. 2018. Public relations for management success. Routledge.
Narita, N and et. al., 2017. THE EVALUATION OF PROMOTION STRATEGY OF MUSEUM
BALI. Journal of Business on Hospitality and Tourism.2(1). pp.55-64.
Pearson, R. 2017. Business ethics as communication ethics: Public relations practice and the idea
of dialogue. In Public relations theory (pp. 111-131). Routledge.
Prior-Miller, M. 2017. Four major social scientific theories and their value to the public relations
researcher. In Public relations theory (pp. 67-81). Routledge.
Schofield, E.G. 2017. The effects of life design career counseling on public relations students'
self-efficacy and career indecision (Doctoral dissertation, Ohio Dominican University).
Theaker, A., 2016. The public relations handbook. Routledge.
Wood, J.D and et. al., 2015. Aligning policing and public health promotion: Insights from the
world of foot patrol. Police practice and research.16(3).pp.211-223.
Online
What is public relations.2019.[Online].Available through<https://www.feedough.com/what-is-
public-relations-pr-functions-types-examples/>
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