Enhancing Blackpool Tourism: A Public Relations and Promotion Strategy

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Running head: PR
Public Relations and Promotion in Travel
and Tourism
Student
Institute
Date
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Running head: PR
Table of Contents
Scenario 3
Introduction 3
Task 1 4
Role of Public Relations as a Promotional Tool 4
The Importance of Public Relations 5
Objectives of the Plan 6
The Importance for creating an effective Public Relations campaign 6
Audit 7
Task 2 9
Introduction 9
Functions of Public Relations 10
Objectives of Public Relations 10
Types of Public Relations and Key Mediums for Promotion 11
Assessment of the role of media 13
Appropriate Medium for the Promotion of the Service 15
Task 3 17
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Action Plan and its Implementation 17
The effectiveness of Public Relations campaign 19
References 21
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Running head: PR
Promotion and Public Relations in Travel and Tourism
Scenario
Visit Britain is a National Tourism agency taking the task of marketing various tourist
destinations of Britain worldwide and is also responsible to develop the visitor economy of
Britain. The mission is to build the value of Tourism in Britain. Promotion and public relations
play a very important role in the Travel and Tourism sector. The Public Relations Officer is
required to build a strategy in order to boost the travel value of Blackpool which is in decline. In
this article, we will discuss the role and importance of Public Relations, how media plays an
essential role in order to increase the effectiveness of the promotions and also review the
effectiveness of the Public Relations Campaign.
Introduction
Blackpool is a seaside resort on the Lancashire coast in North West England. Blackpool has
always been heavily dependent on Tourism but in the last few years, there has been a
considerable drop in the number of visitors. It has lost, almost a million tourists over the past
years. Tourism in Blackpool is heavily dealing hence it is the responsibility of the Public
Relations Officer to prepare a proper plan in order to save Blackpool from becoming extinct and
restore to a number of tourists.
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Task 1
Role of Public Relations as a Promotional Tool
Public Relations is used to build a convincing image of the business or organization. The job of
Public Relations Officer is to help the business meet its objectives effectively, efficiently and
successfully. Public Relation is used to grab the focus of its audience. The tool is mostly used to
promote the positive aspects of the business and increase the company's reputation in the eyes of
the public. The role of the Public Relations Officer is to manage the company's relationships
along with its promotional activities in order to uplift the company and attract the public.
Defending the company even during its times and bringing it out of danger is another important
role of Public Relations. Role of Public Relations in Visit Britain are as follows:
● To create positive news coverage and transmit it in print and digital media.
● Prepare daily updates about the meetings and reports of clients and provide it to the
management of Great Britain.
● Observing the print and digital media regularly for any positive or negative news.
● Communicating with the media personal whenever necessary.
● Building a strong relationship between the clients and the official staff.
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● Attending any public meeting regarding the promotion of the company and also
researching the content which needs to be published in the newspaper.
The Importance of Public Relations
The importance of Public Relations in Travel and Tourism are as follows:
● Public Relations is used as a promotional tool and is used to create a positive impact on
the audience. The Public Relations manager will influence the audience to visit Blackpool which
will enhance the importance of Blackpool as a popular seaside destination.
● It is also used as a communication tool, which will improve the position of the company
among the targeted audience. This will highlight Blackpool as a popular tourist destination and
will manipulate the number of tourists.
● The Public Relations tool is used to create awareness among the stakeholders and the
public. Awareness is important as this will attract public attention and will build Blackpool as an
important tourist destination.
● Public Relations is also used to build credibility. This is done by a well-done press
release, which will empower the company’s image and will also affect the tourist value of
Blackpool.
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● Crisis management and sponsorship is another importance of Public Relations. This will
attract investors and will increase tourism activity in Blackpool which will, in turn, reduce the
risk of extinction of this town.
A campaign of public relations is a sequence of activities that are prepared in advance and
related to a specific goal. It works well with other areas of Public Relations, such as the general
tactic of ongoing publicity, paid to advertise and reacting to events.
Role of Public Relations plan
It is a type of procedure and policy which is used to handle the perception of the public or any
organization.
Objectives of the Plan
1. The main objective of public relations is to keep positive goodwill of the brand and maintain a
policy relationship with the public, customers, employees, investors, and other stakeholders who
provide a positive image of the brand and establish it honest, important and successful.
2. It is a better way to improve the image of the business. Even the business is well-settled; there
is no time like now for a fresh start. Establishing a plan for the strategies of public relations will
keep you on track for leveraging the position of brand and attaining your goals.
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Running head: PR
The Importance for creating an effective Public Relations campaign
1. Be clear about your goals: In the campaign of Public Relations, one of the first steps
should be to clearly figure the media goals of the company and then make a policy which has a
better chance of fulfilling them.
2. Choose your weapon: The goals of media in any campaign of Public Relations will define
the kind of content which we want to publicize.
3. Select the channel.
4. Know the target of the audience.
5. Coming up with objective-specific strategies.
6. Make tactics for every strategy like how the resources will be used to achieve the
objective.
7. Plan some activities that attract customers.
8. Matters should be framed in the objective.
9. Make a budget.
10. Make a list of the task with a timetable.
Audit
Blackpool is already one of the most loved destinations in Britain that customers prefer to spend
their holidays. With a wide range of attractions well maintained, the places are available for
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Running head: PR
world-class events and other light shows. Since this is a well-known holiday destination, the PR
campaign emphasizes the activities and new improvements by the government. The campaign
also focuses on the offers the customers might get if they opt for these activities. It emphasizes
on how affordable travel experience is provided in this particular place as compared to the rest of
the travel destinations. The adventures can help the calm side of Blackpool and the contemporary
artwork by Britain artists is something to be focused upon. Such unexplored areas of Blackpool
travel and tourism have been emphasized in the public relations campaign created recently. The
campaign also includes some unmissable events and the wonderful climate changes that might
attract the Travellers to visit the place (Working, 2018).
Whether you are the age of nine or ninety, there are so many things which you can do in
Blackpool and with a variety of accommodation from hotels to self-catering; there is something
for every pocket.
The functions of a public manager and public agencies include these:
1. Analyzing the opinion of the public and attitudes of the public towards the brand and
establishing strategies which use free media to influence them.
2. Establishing policies to help every brand campaign and new move through the content of
the editorial.
3. Writing and allocating press releases to improve tourism.
4. Writing speech.
5. Preparing and executing special reach to the public and events with relations of media.
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Running head: PR
6. Writing material for internal as well as external websites.
7. Develop a crisis strategy of public relations.
8. Managing the presence of social media of the brand and responding to public reviews on
the websites of social media.
9. To give counseling to employees of the organization related to policies, the course of
action, and responsibility of the organization.
10. Dealing with the agencies of legislative and government on behalf of the organization.
11. Handling the relation of investors.
Task 2
Introduction
Public Relation is one of the biggest promotion tools which a company can use to increase its
revenue as the public relation department directly or indirectly spreads the word about the
product or service the company is offering and it becomes easy to get the response of the public
so that the response can be recorded and evaluated.
The public relation department not only try to link the public, but it also links with the press
news reporters, government employees, and so on. This is to make sure that the company is able
to cover all aspects of the public. It is easy to implement the plan efficiently and effectively when
all aspects are under the view and in partial control of the company.
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The sources for promotion are not directly connected with the company and works as a third-
party firm, so the public doesn’t see it as a skepticism.
Functions of Public Relations
1. Analyzing and evaluating the opinions of the public and determining the attitude of the
public towards the company.
2. Dealing and making connections with government employees and agencies to interpret
the policy changes and acting accordingly.
3. Collaborating with the media to form a positive opinion in the public’s eyes.
4. Handle investor relations.
5. Counseling and advising the firm’s employees regarding the changes in policies or
trends.
6. Managing and handling events organized to improve public relations.
7. Publishing press releases.
8. Meeting with various organizations regarding social causes and acting upon it, which
may improve the firm’s image in front of the public.
9. Handling social media responses and reverting to the same.
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Running head: PR
Objectives of Public Relations
● Enhances brand awareness: public relations' department helps in placing the
advertisements and advertising the product in the media so that more people get to know about
the brand and wish to try its products. So, it helps in creating a favorable impression on the target
audience.
● Helps in building brand credibility: When the product or service appears in the media
whether it is electronic or print media, people get easily convinced about the credibility of the
company and genuineness of the product.
● It stimulates sales force: It becomes easier for the sales department to deal with the agents
which are the mediators for the product between the company and the customers as the agents
strive willingly to sell the product of the credible and reputed company.
● Helps on decreasing promotion cost: When relations are good with the various aspects of
the society, the users of the product also become promoters of the product because they
recommend the same product in their circle, so it helps on lowering promotion cost.
Types of Public Relations and Key Mediums for Promotion
There are seven types of public relation which are as follows:-
1. Internal relations.
2. Community
3. Government
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