HND Report: Public Relations and Promotion in Travel and Tourism

This report delves into the critical role of public relations and promotion in the travel and tourism sector, using Whitstable Kent as a case study. It begins by emphasizing the significance of PR in fostering growth and maintaining a competitive advantage, especially for destinations facing declining tourism. The report then examines the specific role of a PR trainee at TUI in revitalizing Whitstable Kent's tourism, including planning and establishing effective public relations strategies. A detailed analysis of the tourist destination is conducted to identify stakeholders, their needs, and the importance of maintaining positive relationships with them. The report also outlines the importance of various promotional tools and techniques, including discounts, offers, and media communication. It further explores the skills needed by PR professionals, such as creativity, communication, and active listening, and proposes a comprehensive public relations plan tailored for Whitstable Kent to increase its tourism and revenue. The report concludes with a reflection on the evaluation of the PR plan and its potential impact.

Public Relations and
Promotion in Travel
and Tourism

INTRODUCTION.....................................................................................................................................3
TASK 1....................................................................................................................................................3
CONCLUSION.......................................................................................................................................13
REFERENCES ........................................................................................................................................14

INTRODUCTION
Close and positive public relations play a vital role in growth and success of travel
and tourism sector. It also assist 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 (Dce Moya and Jain, 2013). In order to raise tourism of a
particular place it is required that effective public relations are maintaed which will be
disscused in the folowing report. Whitstable Kent is a sea side destination in UK whose
tourism is decline continiously. The given study will talk about role and importance of PR
trainee of TUI who will help in improving the total tourism by performing dfferent activites
like doing planning and establishng effective public relations. Auditing of the given tourist
destination will be done which will help in establishng goals and objectives for the same.
TASK 1
1.1 Role of public relations in travelling sector
Effective public relations have a significant role in managing toal tourism and raiseing
same. From past many years it is observed that Whitstable Kent is experencing downfall in
total toursism for which it needs to take corrective actions. It is one of the seaside town in
South-east England. The town is the third largest settlement and its overall population is
35000. Whitstable, Kent is famous tourist place; its economy rely upon visitor attractions and
its harbour. The most attractive feature of this town is that it has marvellous landscapes. For
same it is required that personal realations are mainained with the visitors so that better
costomer satisfaction is provided which will help in raising the state of tourisnm in UK. The
core concept of PR is to maintain good connections with visitors by using certain promotional
tools and techniques which renders benefits to organisations in developing connections with
segment coustomers. Along with this, PR is also known as practice which helps managers to
cope the flow of information within teh destianation selected.
Roles and reasponsiblity of PR in Whitstable Kent
 PR aids selecetd destination to accomplish its goals and objectives in an effective
manner.
 It emphasised on managing healthy and positive public relations. In this context,
provides attractive discounts and offers on holiday packages (Hanusch, 2012).
 It also 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.
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 Whitstable Kent is to increse its revenues through
attracting moe coustomers. Role of maianting public relations with the coustmers are:
 Helps in promoting places in which distinct toursist show tehir interest.
 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 public relations
and marketing firms to its clients.
 Research and find out the content which will going to be published.
 Managing and creating teams towards research activities.
The above disscussion shows that how PR helps Whitstable Kent in developing better
servises and with its potenail visitors. There is diversity in population and therfore in order to
develop connection with them distint tools and techniques are utilised whcih are as follows:
1.2 Analyse publics within Tourist destination
In travel and tourism sectors, there are various stakeholders involved who play an
important role in growth and market expansion of same. So that, it is necessary for managers
to determine these publics and fulfil their needs in proper way. Whitstable Kent needs to
fullfill demand of various individuals that has direct or indirect interste in the operations of
same. Managing healthy and positive relationships is also important for the managers of
marketing and public relation companies to perform effectively in target market. Vriety of
stakeholders of the cited destination are disscussed below:
Tourism employees – Staff members are the most valuable part for mainating growth
in visitors of a particular destination. A firm’s working activities are depended upon skills

and abilities of employees. Therefore, it is must for marketing and public relation 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.
Local government – Top management is liable to implement any kind of rules and
regulations at differnt tourist destinations. They manage as well as directs overall business
operations and set business goals and objectives accomplished.
Institution engaed in financing tousrinsm projects- there are different institutions
which provdide monitory assisstance to difefrent places so that tourism of same can eb
developed. That is the major reason why connections with them neds to be mainatined and
kept satisfied.
Visitors – It is essential for companies to fulfil customers’ needs and wants in a
pervasive manner. Broachers and posters can guide and provide proper information to tourists
regarding upcoming holiday packages of the company.
Government – Government also has major interest in the destinations of a particular
counrtry as the economic developemnt depends so much on the same.
1.3 Importance of public relations
In travelling industry, public relation is known as an effective promotional tool; here
it can be used for multiple purpose, i.e. promoting a destination or an event programme.
However, PR can built positive reputation of a company in external environment. In
marketing firms, PR activity can builds customers’ trust and loyalty towards its services
(Rozier-Rich and Santos, 2011). Along with this, it can boost up the brand image of
Whitstable, Kent by highlights in different tourists places and other famous points through
print as well as digital media. There is described significance of PR in travel and tourism
sector, which is stated as under: -

Figure 1 Significance of PR
(Source: The Importance of PR, 2016)
Accrding to Heath, (2013) Public relations and promotional activities are done in equal
manner in order to manipulate the behaviour of tourists towards travelling . Apart from this,
PR could be used individual or with further aspects of promotional mix. The main motive of
promotional channels is to create positive brand image in customers’ mind. Business
organisations wants to promote their new operations and activities, modifications in
management process and objectives; in this context they conduct press releases, sponsorships,
press conferences which spread their business in across the market. Communication tool also
has a crucial role in travelling companies in order to enhance their business; PR also used
there very widely. Furthermore, internal communication is required to communicate with
staff members. Sometimes this can be ignored which results poor morale and reduce the
quality of products. Whereas external communication, refers to keep informed external
parties, i.e. shareholders and customers regarding certain changes in business. This can be
done through different conferences or by the face to face interaction. Sheldon and Park,
(2011) says that createing awareness is very eminent for any kind of business. General
awareness regarding products and services of the company can be generate through various
advertisements as well as supporting local charities. However, attentiveness is the essential
part of public relations, as the firm always need to give some attention to its stakeholders in
order to maintain their interest in business from long time of span. Thefarter in the words of
Rozier-Rich and Santos, (2011) building credibility which refers with efficacious
implementation of business activities is also of great importnace. Public relations are also
necessary there because press releases and advertisements put a huge impact on customers’
choices and interest.

M1 Various publics and target audiences of travel and tourism sector
There are various publics as well as target audiences plays an important role in growth
and success of travelling companies. These publics are stated as under: - customer,
government, employees, shareholders, top management etc. It is essential for
managers to fulfil all needs and wants of stakeholders in order to grow and diversify
in target market. If British government has passed any law for marketing and public
relations then managers must follow all rules and regulations for getting better
outcoms. Apart from this, if customers' needs and demands also hamper business
activities.
2.1 Public relations and promotional skills
Effective and successful PR activities required certain skills from people who are
involved in the process. In order to maintain healthy and positive public relation; quality is
the most important factor. It is known as the triumph of a travelling business. Therefore, in
order to raise the total tourism in Whitstable Kent there is a need to focused upon quality of
their services rather than quantity. The PR expert is capable to recognise or capture good
opportunities quickly. Such skills and knowledge can be generated through training and
development assistance of employees which can boost up their confidence (Rozier-Rich and
Santos, 2011). Regular studying, practicing as well as refining the experience are the
effective methods of enhancing potentiality of a PR expert. He should have emphasised on
finding facts that are based upon reality and also interesting for the media and press. Apart
from this, there is described following PR and promotional skills that are stated as under: -
 Creativity – Marketing and public relations firms can improves the tourism operations
through generating new and innovative ideas, such as- interlinked business activities
with other organisations (hotel services and car rental). It can be done through people
those who are continuously focused on research activities. Such ideas can also
maximise the effectiveness of public relations. In Britain, regulation of Green
business practices can be good concept to follow up.
 Communication and writing skills – The travel and tourism is extremely active and
organisations have to apply strong PR skills in order to give position themselves in
target market. It can also help in making their operations more observable among
customers through media (Lahav, Mansfeld and Avraham, 2013). Marketing and
public relations companies can hire those candidates who have strong communication

and writing skills. These are assistive in developing firm’s websites, writing blogs and
social networks in order to manage customer relation. With this assistance, companies
can relay its messages to target audiences.
 Active listening – In travelling organisations, active listening is the most imperative
promotional skill. PR expert needs to give proper attention to customers’ saying and
then take full time to understand their view points.
D1 Critical reflection to evaluate own work
There are various types of skills in PR specialist so as to maintain healthy and public
relations with customers. The person should be creative and innovative as he or she can
generate new products and services of the company. PR expert is also able to acommunicate
with customers in an effective manner; it is assistive for company to recognise their needs
and wants. Active listening is also a best quality which helps managers to manage healthy
and poistive relation with public.
4.1 Public relation plan for Whitstable Kent
Whitstable is a famous travelling destination which has various attractions in its near
by areas. It is well known in the tourist indutry for its oysters which has been collected there
since a very long time. There are difficulties which are being faced by this place due to
culture difference and other related to same. The growth and success of public relations plan
rely upon effective assessment of all actions which are involved in it. Therefore, it is
important for PR manager of the company to evaluate all those key aspects order to achieve
its goals and objectives which is to raise the demand of selected tourit destination in country.
But while producing a PR plan, managers need to identify certain objectives which they want
to attain from it. Below mentioned are the objectives of designed plan:
 To improve the area of cultural tourism in order to enhance nation’s identity and
individuality.
 To establish tourism activity which can represents cultural aspects of Britain
PR plan for Whitstable Kent
 Data collection – While developing public relation plan, firstly managers have to
gather data from various sources. In this context, they can conduct market research or
analysis; customers, articles, magazines and newspapers etc. are other ways for data

collection. This can strengthen to all activities and define business objectives.
Moreover, it is also assistive in recognising the needs and wants of consumers.
 Planning and programming – Prepare the plan and organise it through data analysis.
This planning must be related with PR activities or actions so as to have effective
accomplishment of public relation programmes. Apart from this, if working activities
will be not planned it creates several issues and problems (Cox. and Wray, 2011).
Therefore, it can said that PR plan must be able to convey the right message to buyers
so as to boost up future opportunities.
 Action related to communication – Afterwards, the action must be prepared in that
way in which messages able to show its effectiveness or appropriateness. It is also
essential for PR department of business organisations to have adequate selection of
communication process so as to meet goals and objectives.
 Evaluation and execution – At last, suitable business strategies are identified in order
to achieve aims and targets of public relation plan. And then the overall plan is
implemented within organisation.
Challenges
 The demand in market keeps on changing and it is necesary that proper analysis of
same is done so that accordingly services are provided to them.
 It is difficult to analye and study the differnt type of visitors when treds do not remain
same.
 People from difefrent caste creed and culture travel with variety of objectives behind
travelling which makes it difficult to reach at common sollutions.
Sollution
 In order to understand different visitors in more detail personal interaction with each
one of them can be of great help.
 Different mode to provide information should be used so that more awareness among
public can be created and therefore tourism can be promoted.
Methods to calculate results

In order to evaluate results the final outcomes need to be compared with that of the
previous one. If it is found taht tourism at Whitstable Kent has increased than it can be said
that through establishing PR desired goals and objectives are acheived.
M2 Methods to analyse key media and assess the relationship between PR and media
There are different types of media that is used in public relations so as to attain and
retain customers for long term period. These tools and techniques are – print media,
electronic media, broadcasting media, digital etc. For example- by using different social
media channels tour operaters can easily reach towards their customers and recognise their
needs and wants. Beside this, prinit media involves newspaper, directories, journal etc.
Through which customers can gain more knowledge about tour desitations. Visit Britian is
using almost all channels so as to effectively perform in target market.
D2 Managing and organising activities of PR plan
Below described are certain activities which are involved in PR plan: -
 Firstly, managers have to gather appropirate data and information regrading changes
in business environment. It can improve the effectiveness of all activities and
operation of public relation plan.
 Afterwards, the strategic plan is prepared through the data and information. The plan
must be related with PR activities; if certian issues are occurred in this process then
managers have to recreate their activitie or tasks.
 In this stage, the overall plan is communited in all over the organisation. It should be
adaptable by all employees.
 At last, the plan is implemented and it is regulary monitored by managers.
3.1 Media used in public relationship
In order to manage healthy and positive public relation, travelling companies are used
different media channels. It helps them to attain and retain form long term period and also
achieve firm’s goals and objectives in an effective manner. The term media is concern with
print, electronic and broadcasting etc. Below described the brief description of all these
media channels : -

Printed media - It involves magazines, newspapers, journals, directories and further
catalogues that always play an eminent role in PR activities of travelling agencies (Avraham,
2015). With the assistance of press release, Print Media can cover up new attractions of
tourist destinations, whereas, brouches are all about existing services of the company. Apart
from this, companies also provides printed directories to their travellers as they can get
relevant information regarding famous tourist attraction and venues.
Electronic Media – In this competitive era, business companies are rapidly using
electronic media channels in order to attain and retain customers for long term period. The
method gives a good number of advantages at very low cost. Electronic media can cover up
and reach large number of customers in a minimum time span. It involves websites, emails,
social media which are good ways of communication. By creating web pages on social
media, travelling agencies can easily determine needs and wants of their target audiences.
Therefore, it can be said that, this gives an opportunity regarding live updates and also
provide real time communication with customers at low cost.
Broadcasting media - It is often involves radio, television, even cinema and other
related new electronic tools which part of broadcasting. Along with this, television also plays
a vital role in public relation in order to promote products and services of the company. It
enables to cover a wide range of people in a certain time of period. Beside, people also prefer
to listen radio which can provide them any kind of information 24 x 7. Cinema is also an
effective tool of media, as several people goes to watch movies where they get knowledge
about different locations.
3.2 Relationship between public relations and media
In travel and tourism industry, it is essential to have good and strong public relations
with media. The PR department of the company is built an effective bond with media which
is tangled and dependent. Various media channels support most of the issues and subject
matters in the PR industry. Marketing and public relation managers need to place their data
and any changes among public through publications channels. PR also provides attractive
material or content to media for publishing and air data collected. Hence, it can said that
media and PR department is capable to control the overall information what journalists wants
(Hays, Page and Buhalis, 2013).

The tool of public relation is really helpful in order to provide to quality services to its
visitors. For instance- travelling destinations and holiday packages of companies are must
appropriate for magazines or newspapers. Its advantage, customers can easily look out such
ads and find out any emergency for them. Beside this, media channels also involve social
media, in which companies can promote themselves on a very cost effective manner.
Through which they can also reach a wide range people and interact with them. Companies
can also update their annual data on social media accounts which takes less time as well as
efforts.
Therefore, it can be said that public relations and media always enjoy a curious and
unbreakable bond. PR experts and media members have common goals of prepare a story or a
narrative that keep informed readers or listeners. But sometimes, both parties are faced the
situation of conflicts or disputes which can ruins firm’s reputation or goodwill so that it is
essential for people to manage healthy relationship with everyone in external market.
3.3 Appropriateness public relation techniques
It is essential for tourism industry to adopt different media channels in order to
perform effectively in target market. It should be ensured that through public relation better
connection with visitors are established and tehy are influenced to be part of the selected
destination. Such media channels should be used through which more and more visitors can
be reached. Techniques are selected on the basis of needs and marketing budget of the
organisation. Many scholars are believed in that newspaper is much better rather than
electronic media because it has been assumed that print media can cover large share of
population. On the other hand, tourism industry reserchers also identifies that television is
more popular media channels and it makes information’s more attractive. For instance-
newspaper covers big ratio of people by providing proper information whereas television able
to deliver news with full of emotions (Avraham, 2015). Press conferences are also an
important source of media, companies can used it while making an announcement regarding
launching of a new product. It is only attended by journalists in order spread messages across
the world so that more customers can know it. Apart from this, educational visits are popular
in travelling business. In which, companies are invited certain journalists in gain popularity,
maximising sales and profitability. By using all these technique development of Whitstable
Kent markteing can eb done and total toursem can eb improved.

Hence, it is totally up to the public relation department of the company which kind of
media channels are used is most suitable for them. Before choosing nay media tools they
need to examine advantages and disadvantages of every source.
4.2 Effectiveness of public relation plan
The main objective of public relation is to attain numerous people towards travelling.
In order to monitor the appropriateness of PR plan, managers are required to identify certain
factors which will be hamper working actions or activities. Along with this, management can
conduct sales and ratio analysis. It can provides better understanding of about the success of
marketing campaign (Tsetsura, 2011). On the other hand, PR and marketing firms can use
feedback or review system in which it can take suggestion from sales managers or executives;
travelling agencies can also allow their customers to ask any question and give feedbacks
regarding existing services of the company. Online review system can be endorsed in order to
demonstrate the success of failure of PR plan. It can also capture customers’ needs in an
adequate manner.
M3 & D3 is covered in PPT
CONCLUSION
From the above mentioned report it has been concluded that travel and tourism plays a
vital role in growth and success of an economy. In order to perform effectively in target
market it is essential for managers to manage healthy and positive relation with public and
media. The report states that strong public relations can build up market image of the
company. Employees, customers, government are the main stakeholders of the company. In
order to achieve business goals and objectives, travelling companies have to make a public
relation plan. Various types of media channels and their roles are also discussed in this
assignment.

REFERENCES
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Online
The Importance of PR, 2016. [Online]. Available through: < http://prprofessionals.in/the-
importance-of-pr/>.