Public Relation and Promotion of Travel and Tourism Strategies

This report delves into the critical role of public relations in the travel and tourism sector, using Skegness as a case study. It explores the multifaceted responsibilities of a PR trainee, including managing communications, building relationships with the public and media, and developing promotional strategies. The report outlines the importance of PR in attracting tourists, managing crises, and shaping the image of a destination. It examines the internal and external publics of the tourism sector, emphasizing the need for effective communication and coordination. Furthermore, it details the various tools and skills employed by PR professionals, such as media relations, press releases, and social media engagement. The report highlights the significance of media in PR, discussing the use of print, electronic, and social media platforms. Finally, it presents a public relation plan, identifying objectives, target publics, and evaluating the effectiveness of PR strategies in the tourism industry.

Public Relation and
Promotion of Travel
and Tourism

Table of Contents
INTRODUCTION....................................................................................................................................................3
TASK 1.....................................................................................................................................................................3
1.1 Role of PR within the Travel and Tourism...................................................................................................3
1.2 Publics of Travel and Tourism Sector..........................................................................................................4
1.3 Importance of PR to Travel and Tourism Businesses...................................................................................5
M1.......................................................................................................................................................................5
TASK 2.....................................................................................................................................................................6
2.1 Public Relation and Promotional Skills for Travel and Tourism Industry...................................................6
D1........................................................................................................................................................................6
TASK 3.....................................................................................................................................................................6
3.1 Use of Media in Public Relation...................................................................................................................6
3.2 Relation between Public Relation and Media...............................................................................................7
3.3 Usefulness of Media with different Public Relation Techniques in Travel and Tourism............................8
M2.......................................................................................................................................................................9
M3.......................................................................................................................................................................9
D3. ......................................................................................................................................................................9
TASK 4.....................................................................................................................................................................9
4.1 Public Relation Plan Identifying Objectives and Publics.............................................................................9
4.2 Effectiveness of the Public Relation Plan...................................................................................................10
D2......................................................................................................................................................................10
CONCLUSION......................................................................................................................................................11
REFERENCES.......................................................................................................................................................12
INTRODUCTION
Public relation is defined as the way how a company or any individual person
communicate with the public and media. Public relation is the image making activity

of an organization through the use of certain tools of media. This should not be
mistaken from the advertising as it is different from it. 'Visit Britain', is a national
tourism agency of England which has role of promoting the travel and tourism in the
town of Skegness which is a sea side tourism spot. As a public relation trainee of
the company the work will be to manage and carry out certain programs and
promotional schemes in progressing the town. PR officer work for the purpose of the
developing a strong bound with the audience and media (Daymon and Holloway,
2010). They make sure that there should be no communication gap between the firm
and its internal and external public. PRO creates a positive viewpoint in the minds of
the people about the organization.
TASK 1
1.1 Role of PR within the Travel and Tourism.
In the 21st century where media has become so advanced and almost
everybody has reach to it. Communication in comparison with the past time have
become more easier, so by this the travel and tourism industry has seen a rise. In
order to attract people to the tourist destination companies or organization uses their
public relation officer. Public relation can be a marketing tool to make tourist know
that certain place can be visited. Skegness is a town in the East lindsey district of
Lincolnshire, England. This town is facing crisis in its tourism related sector. So the
role of the PR is to work in this crisis and use effective strategies to lift up the sector
(Botan and Hazleton, 2010). He can use public image strategy by working with the
government officials and ask them to come up with certain plans to develop the
infrastructure near tourist spots like cafes, pubs, shopping centres and gaming
zones. Asking them to build a official website of the town and putting materials
related to it like what tourist spots are available there, how someone can reach there,
mentioning about the hotels and the facilities they provide, safety of the tourists and
the warning which they need to remember while coming to the town (Kim and Park,
2011). This will make a image on the minds of tourists that how well the government
is managing that spot and they are really concerned about the tourists safety and
requirements. Organising a event or campaign to promote the destination. Events

can be anything from a music concert of local singers, games, carnival, heritage
walk, health camps or charity events. Making media constantly engaging to the town
affairs is the most important role of the public relation professional. Writing press
releases about the Skegness various activities are the way of attracting tourists.
Using social media to mark the achievements of the town and its people, analysing
and handling the crisis and protecting the image of the town or tourist sport is one
role.
1.2 Publics of Travel and Tourism Sector.
Public is a group of people with different or common interests. In public
relation public can be categorized into internal and external. Travel and tourism
sector internal public are the people who are the residents of that area and running
some kind of activity there or the common people living there (Doorley and Garcia,
2011). Internal public of the Skegness can be owners of any business which include
cafe, hotels, guest houses, shopping or retail shops, beach owners and etc. Other
than this the government officials like the Mayor, police, bureaucrats and the minister
are also clubbed into this. Some illegal people who are indulge in some or other
illegal work are also the public. Talking about the external public, tourists, investors
and stakeholders are the one of them. Both the publics are important for developing
and growing this sector, so public relation officers has a role to act as mediator
between these two and attract them to one another. He is the communication bride
through which communicative takes place and builds the relation between them.
Making internal public know the importance of travel and tourism through campaigns
by using various communication tools of media. If the internal publics is not happy
with the government policies or have a bad image of the governing body than they
will not take any interest in the promotion. Making them realize about the scopes like
the employment opportunities created through the tourist activities (Cho, Schweickart
and Haase, 2014). Coordination with the police and any non profit organization is
must as they make sure that no illegal or certain violation of laws don't take place.
This will also ensures the safety of the tourists. Communicating with the external
public is a crucial role which is played by the profession public relation. Building a

image of hospitality among the tourists and asking investors to invest in the town
through media is a work also done by him.
1.3 Importance of PR to Travel and Tourism Businesses.
The aim of this sector is to develop the desire to travel and public relation
plays an important role in this activity. The aim of this is not only to attract the tourists
but also make them happy when they arrive or visit. In this industry public relation is
a necessary process. He should have a unique approach of managing the things. He
is involved in the promotion of the business. Businesses which are part of this
industry have to build a image in order to attract the customers because visiting
tourists are the outsiders so they hardly know about the destination, products,
services available there (Kent, and Saffer, 2014). A tourism plan or strategy is built
by looking at the potential of the site this include mountains, beaches or the
monuments available there. Pr professional has various tasks which he need to
carried out in this like promoting any destination, event or image building of the
company. There might be lots of places with good food, drinks and for fun purpose
but if they don't have a good background or they don't have promotional strategies
than people will hardly come. Developing a potential in the area like building
infrastructure, providing transportation, food and other sources of entertainment are
the work of the business company but how they will promote it and what changes
they need will be decide by the public relation men. He knows the market trends and
the environment and also better aware about the needs of the tourists so he will ask
the firms or the companies to work on that particular factors to expand there
business.
M1.
While carrying out the public relation activity they should apply certain
strategies like analysing who their target audience is, what is their profile and their
requirements in reference to the area of tourist spot (Pamment, 2014). Skegness as
a sea side town has tourists which are interested in enjoying beach life. So the public
relation activity should include making awareness about the importance of sun bath,
asking companies to open wine shops and water sports activities.

TASK 2
2.1 Public Relation and Promotional Skills for Travel and Tourism Industry.
A PR professional and organizations uses a lots of tools and skills to make a
healthy image of their clients. And assist them in developing a relation with their
customers. In all activity the use of media is crucial part as through media he comes
out with press releases and the dialogue of the company or its authority for the
media (Zerfass and Schramm, 2014). Organizing press conferences, involvement of
him in public programs like events and conferences. They also use internet or the
new media for this, use of social networking sites like Facebook, Twitter or Blogspot
are one of them. Through these tools he gives all the related information about the
organization like what all programs, events or the conferences they will be coming in
future. Telling people about the success of that venture or clients would grow
company's image and will develop a new relationship will the customers. During the
visit of the tourists he make sure that the visitors are well treated and are
comfortable. They can put forward a presentation of the clients services through help
of magazines and newspapers. Various videos and clips of the Skegness can be
made for the promotion.
D1.
All aim of the PR campaign was to promote and develop the tourism activities
in Skegness through different ways like highlighting the strengths of the town and the
scopes for the internal and external publics. Using social and traditional media,
releasing press articles of the town for them for the purpose of launching that place
in a new perspective.
TASK 3
3.1 Use of Media in Public Relation.
Over the ancient years people founded communication difficult as there was
not that much advancement of technology has taken place. But as the media came
with technology part of it, the communication became easy. Print media which
consists of newspapers and magazines than became a mode of expressing ideas
and innovation which include promotion of the place or company. But the true

revolution came when electronic media like TV and radio became the prominent
source of reaching to the people at faster time. At the present time where social
media or the new media has taken over all the media a firm or any individual can
reach to the global level through it. So we can say that public relation activity totally
depend upon the media (Toth, 2013). A PR professional can use tools of media to
promote an develop the travel and tourism sector of Skegness town. Some of the
tools are as follows:-
 Print Media:- Almost all the public relation activity is carried out
through newspapers and magazine.
 Press Release:- This is the detailed information of the event or
campaign held in the town or which will be scheduled to be conducted
at that place.
 Photographs:- PR specialist can exhibit a gallery where lots of
photographs related to the tourist destination are shown. Such types of
events should be held at prominent palaces where lots of people visits.
 Brochure:- A booklet of the two or three papers can be distributed
which will be containing details of the place and its pictures.
 Press Conferences:- Organizing press conferences and addressing
media about the scope and the development taking in the town
(Gandy, 2013).
 Emails:- Mails related to the upcoming events and the place
information can be send through it.
 Social networking Sites:- Every bit of happening in the town and any
other information can be shared through it.
3.2 Relation between Public Relation and Media.
Public relation professional and the media person have almost the same job.
Both have the goal of developing a story and and information about it through
various modes of communication. There can be conflicts between them which could
result into ups and down of their relation. Media relation and public relation are two
different things as in media relation the relationship with the journalists and reporters
are concerned in public relation the relationship goes to a wider approach and built

bound with the normal public. PR is the mediator between the firm and the media.
He uses various ways to represent firms view so that they could gain public attention
(Kent, 2013). Media only focuses on the relationship between media and company
but PR covers all the stories and directly contact with the publics of the company. To
really promote and engage people in the firm a strong media and public relation are
required altogether. They have a common goal of providing information to improve
the relation. Whenever there is a crisis in the firm or at individual level the media will
be highlighting the issue but PR will make sure that his clients reputation and image
is made in the market or in the media during that time. Public relation professional
build publics of the client and make create credibility of the firm in the minds of
people and shareholders. Media will try to dig out something scandalous which
would increase their Television Rating Points(TRP) but PR will try to put veil on the
scandal of this client.
3.3 Usefulness of Media with different Public Relation Techniques in Travel and
Tourism.
There are several technique which can be used for promoting the travel and
tourism in Skegness town but which media is to be used in those techniques is a
crucial question. As discussed about the techniques like using print media for press
releases which is considered as a official news or information of the place event.
Skegness celebrate a particular festival or carnival every year this time they will also
be doing the same (Saffer, Sommerfeldt and Taylor, 2013). So to make local and
regional people aware about several information related to it like the timings and the
entire schedule they can use newspapers and for the global information they can use
reputed magazines. Photographs of previous years carnival can be posted or shared
on the social media so it could be seen to every person who are attached or
engaged with the town. To instruct the internal public about the Dos and Don't in the
carnival and making them understand their role certain mails and special events can
be organized. In order to make more appealing effort or promotion they can use
posters which will be highlighting the certain catchy lines for it. Brochure are used to
give all the detail about the town like the information about the climate, population,

culture, food, local tourist spots and the hotels nearby. The official announcement
can be made from press conferences.
M2.
Media is the best way someone could reach and make impact on the society.
PR use this tool because he knows making relationship with the media is most
important because they are key players which will highlight your image or success in
the public domain. Through media that place can reach to thousands of people in
few minutes and people can get to know about the tourist destination.
M3.
Public Relation specialist can use media in sequence for the promotion
purpose. They should develop or built an image at local level so they should focus
on the regional newspapers and the magazines (Utz, Schultz and Glocka, 2013).
Than after they should move at upper level like communicating or promoting the
destination at national and global level through electronic media and social media.
D3.
Using any media can be also be a wasteful attempt as the level of business or
the activity should be researched out. So only those with proper tools and reach
should be used, what could be the matter way to make tourists understand the
innovative idea or the surrounding of the town.
TASK 4
4.1 Public Relation Plan Identifying Objectives and Publics.
A plan is prepared by the PR professional to set targets and goals which will
assist the town to achieve results in the media. While preparing plan it is decided for
how much time it will be prepared because they know that time will change and
certain situation may arise (Theunissen and Noordin, 2012. He should conduct
research and find out about the previous years PR activities in the town. Look at the
coverage which media has given to the town and analyse the type of reporting it
involved, In the inspect about the media organization which gave this town positive
and negative coverage. Check out the reviews and opinion of the people during that
coverage or reporting. Consider certain scopes in the town which could make a key

difference, find something unique. Review your plan with the experts or the travel
agents and the agencies. What could be the things which needs the improvement
and making it popular in the media. Developing contacts with the media person like
journalists, reports or editors and frequently inviting them to the events.
4.2 Effectiveness of the Public Relation Plan.
Certain public relation plans are failed because they had no value. PR
professional have duty that his plans are effective in every aspects and PR
department that cannot influence any media or its public would not be existing for
much time (Khang, Ki, and Ye, 2012). Number of points can be taken in reference
while evaluating the effectiveness of the public relation plan and that are as follows:-
Measurement through the Strategies:- What strategies was adopted to
influence or to develop the town's tourism and travel sector. The strategies taken in
plan does they has some value or not. Compare those strategies with the strategies
of a successful plan.
Measurement through Objectives:- This is used to know that does the
objective decided has completed or not. It should be make sure that the plan has not
been deviated from its objective.
Analysis of Results:- Measuring the outcomes and the impact of the public
relation activity is the best way to evaluate the effectiveness of the plan. Results can
be analysed through analysing the audience coverage, media coverage, response of
the audiences, and outcome of the events (Edwards, 2012).
Evaluation of the public relation should be done frequently so that the errors in the
plans can be spotted. This provides the new goals and objectives. Evaluation of the
plan will prevent future mistakes and error. Things executed through a plan will
results into more effectiveness and will help the town to improve its travel and
tourism sector.
D2.
The objective of the plan is to develop a ground level scheme for the growth
of tourism sector in Skegness (DiStaso, McCorkindale and Wright, 2011). Proper
implementation of the plan required the use and the contribution of the different

modes of media. Plan can only be taken in action when there is no errors and there
is no complication in the strategy.
CONCLUSION
In the whole file discussion about the importance of public relation, how it
uses various promotional tools and its importance in travel and tourism business.
How the media is used and what are the relation between the media and public
relation. A town named Skegness which is a sea side town in UK was in crisis and its
development of the travel and tourism sector need to taken place. So a public
relation plan was made to grow and develop this sector and attracting tourists to it.
Further the evaluation of the plan on different basis was done. Understanding the
publics of the industry and knowing their profile and requirement was some points
discussed.

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