Travel and Tourism: Public Relations and Promotional Strategies Report

This report delves into the crucial role of public relations and promotion within the travel and tourism sector, focusing on VisitBritain as a case study. It begins by outlining the role of public relations as a promotional tool, emphasizing its impact on brand image and reputation management. The report then examines the importance of public relations to travel and tourism businesses, highlighting how it develops awareness, manages negative publicity, facilitates sponsorships, and enhances communication. Furthermore, it explores the range of promotional skills and media used in public relations, analyzing the appropriateness of different media techniques. Finally, the report culminates in the creation of a public relations plan, identifying key objectives and publics, and assessing the plan's overall effectiveness in achieving tourism goals. The report underscores the significance of public relations in meeting the challenges of the tourism sector by promoting destinations, developing goodwill, and fostering responsible tourism practices.

Public relations and promotion in
travel and tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 Role of public relations within travel and tourism sector in terms of promotional tool.......1
1.2 Determining public within a travel and tourism...................................................................2
1.3 Importance of public relations to travel and tourism businesses..........................................4
TASK 2............................................................................................................................................5
2.1 Range of promotions skills and public relations to a travel and tourism.............................5
TASK 3............................................................................................................................................7
3.1 Determine media used in public relations.............................................................................7
3.2 Covered in PPT.....................................................................................................................9
3.3 Appropriateness of media used with different public relations techniques .........................9
TASK 4..........................................................................................................................................10
4.1 Produce a public relations plan which identifies objectives and key public.......................10
4.2 Effectiveness of the public relations plan...........................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
.......................................................................................................................................................13

INTRODUCTION
Public relation is very essential tool for the tourism and also travel sector. It has many
objectives like promoting the attraction places, increasing and also maintaining the goodwill of
an organisation as the responsible and green tourism. VisitBritain is the travelling agency of
United Kingdom. Its main responsibility is do the marketing at world wide level and also growth
an economy of Britain. Its main objective is to maintaining and also enhancing the value of
tourism to the Britain. In this given report mentions about the role of public relation in the sector
of travel and tourism as a promotional tool (Amujo and Otubanjo, 2012). An importance of
public relation to travel and tourism industry is discuss in this report. In this present business
report also mentions about the range of promotional skills, capabilities and also public relation in
context to tourism and travel sector.
TASK 1
1.1 Role of public relations within travel and tourism sector in terms of promotional tool
From the last few years, tourism and travelling sectors has been increased. This industry
plays an important role in the field of marketing and also promotions. Public relation is a process
of developing the positive image in the mind of third party or managing the flow of an
information among the public and a business firm. In travel and tourism sector, there is
reputation or image is target and tool is to accomplishing. The publicity of this sector can be
negative as well positive. It is not every time controllable by a business enterprise. Like, an
organisation can not control the natural disasters in terms of managing the travelling resorts.
Public relation is concerned to the marketing related activities of business firms, purposes and
also target of departments that are interrelated with each other. The main motive of marketing is
to manufacture the goods and services to consumers at right time in an exact place to sell that
produced product at the market place (Castelltort and Mäder, 2010). The public relation is an
essential tool to accomplishing the aims and also goals through aware the public to company and
also from its goods and services. VisitBritain always provides good services to its clients and
also people and make the image of its organisation good.
There are many different types of uses of public relation which involves corporate
communication, press relation, product publicity, impact on the particular group etc. The work of
all these are different but their aim is common to maintaining the goodwill of an organisation.
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The marketing department of VisitBritain works on achieving the goals and objectives by
maintaining the good public relation. The main use of public relation is to maintaining the
reputation and also goodwill of a product by making the positive publicity. The main motive of
the public relation is to make the effective and good reputation in front of the people. Public
relation is the main and essential element or component of promotional mix that helps in
determining the public attitudes which is helpful in identify the problems and issues related to
the arouse public concern and also executing the some corporate programmes to gain the interest
of people for acceptance and also understanding. Such as the sales promotion and advertising,
the public relation is the necessary link for an organisation communication mix (Cutlip, 2013).
The marketing managers of VisitBritain make a plan regarding to develop the campaign related
to the public relations to fit the planning related to the marketing and its main focus is on the
audience of people. The marketing department target the people at market place. These kinds of
campaigns works on maintaining the positive impact or reputation of an organisation in the mind
of people.
In travel and tourism sector, the public relation is more necessary. To meet with many
challenges, public relation in travelling sector should be involve in turning to the function of
management, it leads to the responsible approach. In the tourism sector, the main and effective
challenge is to determine the efficient way to promoting the tourism goods and also developing
the good image in the mind of customers through enhancing the visibility of visitors attraction
places. The public relation has many objectives like promoting the destination places, developing
the goodwill of company as the responsible and also green citizen. The public relation is helpful
save funds through increasing the relation with public to meet with the obligations.
In context to the public relation, the responsible tourism shows responsibilization process
to the public along with the tourism agents in context to the needs of tourism responsibly with
implicating the results (De Moya and Jain, 2013). The main motive of responsible tourism is to
the responsible consumption related to the tourists goods, its impact is good on the environment.
1.2 Determining public within a travel and tourism
Public relation: It is the practice of managing the spread information between the
individual or an organisation and the public. Public relation includes the organisation or
individual exposure to the persons using the topics of public interest and news items for which
they don't require payment. So public relation is the idea of creating coverage for their clients for
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free , rather than marketing and advertising. The main aim of the public relation is to provide the
information to public, investors, partners, employees to maintain the positive attitude towards the
organisation.
Role of Public relation in travel and tourism:
 Public relation as promotional tool:The basic definition of the public relation is the
process of creating the positive image in the thirds party mind (Deskins and Seevers,
2011). So ultimately it helps the organisation to build the good image in the eyes of their
customer.
In tourism sector PR is used to tell the tourists about the good places to visit in the area which
helps in increasing the tourism. So, it is used for positive promotion of the places. Ultimately, It
is the duty of the PR is to aware the tourists about the places, facilities given there,
communication and transportation and safety provided in those areas. It helps in increasing the
number of tourists at the tourist destinations.
 It brings valuable media connection in travel industry: Media brings the credibility which
helps in building the positive image. Social media or the electronic media has wide
coverage and most the persons who want to go somewhere searched online so it is the
best platform to promote the tourist destinations. PR teams also use to tie up with other
local departments of the tourist destinations and to provide the whole package to the
tourists which reduces the burden of them and they have to enjoy only because every
thing is managed by the companies. Also they use the tactics of the sponsorships and
providing the discounts to promote the destinations.
 Creating awareness becomes easier: Public relation helps in crating awareness in the
customers whether it is launch of new product, service or any kind of promotion. In
tourism sector it helps in promoting the place which not discovered yet or not so much
famous as tourist place (Erkuş-Öztürk and Eraydın, 2010). Awareness should be bring
through the social media, electronic media, supporting charities and by organising the
special events.
 Better communication: It helps in making the better communication with the other
individuals which are indulged in the same practice. Like, the hotel departments,
transportation departments, safety departments to make the better communication so they
all provide the good services to the tourists simultaneously.
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 Solve internal problems: Every industry got success if they had good internal
communication. So PR helps to bridge the gap between organisation and employees. In
tourism sector they are mostly interdependent on various departments and to make the
whole package successful it is needed to perform by the all departments. So, PR helps in
bridge the gap between such interdependent departments.
1.3 Importance of public relations to travel and tourism businesses
Travel and tourism is the main and also necessary part of an economy of country. It is
very necessary for the products and also services of tourism and travel industry to be good so
that from this the large number of customers will be satisfied. For the the public relation is the
good and also necessary tool (Hall, 2010). The public relation has many different objectives like
for an instance to promoting the different types of destination places, developing and also
maintaining the goodwill or brand image of an organisation. Public relation is one of the most
essential tool for the travelling and also tourism business. Mostly it is used for the purpose of
make promotion of things so that people will be attracted towards it and also increasing the sales
of VisitBritain organisation. It is helpful in developing the positive impact in the mind of visitors
or consumers. The main role of the Public relation in the business of travel and tourism is given
below as above:
It develops the awareness- Public relation is helpful in developing the awareness in the
public regarding the practices of business of tourism industry regarding an organisation and
about various tourism attraction places. It is helpful in collecting an attention of public and also
aware them regarding the business related activities. Awareness refers to the attention and also
take the credit from people. It is very important for the business. Company can develop the
general awareness and also develops with the help of advertisement, by supporting to the local
charities etc. In context to developing the awareness, Activities related to Public relation is very
helpful in getting an attention from the new as well as the current stakeholders and developing
the good and positive relationship.
Management of negative publicity- With the help of good public relation, VisitBritain
also manages the negative impacts or publicity of business (Hanusch, 2010). The travel and
tourism sector sis depend on better goodwill and reputation of an organisation that is impacted
then Public relation is used as an effective tool to deal with the condition. Its results in the
critical condition of negative publicity and also try to cover.
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Sponsorship- It is an effective method through which VisitBritain can gain the
advantage of tourism industry and also other business organisation through which VisitBritain
can gibe its sponsorship. Sponsorship is a kind of an activity through which company can gain its
positive goodwill and also can attract the large number of people towards the business firm. It
gives the mutual advantage to both business organisations.
For an example- VisitBritain can distribute the free passes to people for Cricket event. It
gives the advantage to the tourism business organisation and also an event.
Communication- IN travel and tourism sector, the public relation plays an essential role
sue to the communication, without it company can not operate the business and also can not do
its business related operations and also activities in an effective and also efficient manner
(Hanusch, 2012). Under this, the communication is of two main types and those are internal and
also external. Both types of communication is used in Public relations. When VisitBritain
communicate or interacts with its staff members then it is known as the internal communication
and on the other hand in case VisitBritain interacts with its suppliers, visitors and also
shareholders regarding business, then it is regraded as the external communication.
Credibility- The public relation is helpful in developing the credibility related to the
business. For making the business operations successful, company do many effective things.
Public relation is helpful in garbing an attention of large number of consumers and also increase
the goodwill of VisitBritain. Credibility helps in making the business operations and also
activities successful.
Crisis management- For the purpose of managing the negative or can say bad publicity,
public relation is very necessary. Some of the and things scan not be controlled easily. The
negative rumours develop the bad and also negative impact on the tourism industry. So, in
context to this, public relation is necessary in making the positive impact.
TASK 2
2.1 Range of promotions skills and public relations to a travel and tourism
In context to effective and efficient development of tourism in United Kingdom. Public
relation is helpful in increasing large opportunities (Hays, Page and Buhalis, 2013). In context to
this, it is necessary that the manager should have proper knowledge about the communication of
abilities and also skills because manager is responsible in maintaining a good relation. The
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successful activities related to public relation needs to the particular skills from those people who
are busy in this. An information related to the quality of Public relation is essential for making
the tourism business successful. It is necessary for the business is to determine the good and also
effective opp rapidly. It is the duty of manager is to select the right and also an effective areas so
that people will use an information effectively (Heung, Kucukusta and Song, 2011). There is an
ability to people to draw an attention to the right persons related to the activities of an
organisation. The main importance of the events of public relation that company can not
underestimate. The opening parties, press conferences, exhibitions and also some functions are
very helpful too bring with an attention of some necessary people to developing the good
relationship and also geeing the positive review from the media.
There is an ability to the people for maintaining the good relationship with consumers.
There will be a necessity of the communication as well as the interpersonal skills and it is
partially develops with an experience, it is necessary that the base of relationship should be
natural, ability to listen things and also interact well to gain the sympathy or attraction of
strangers. It is necessary that VisitBritain has an ability to search consumers and also fulfil their
needs and wants. It will helps in developing an positive impact and also maintaining the good or
positive consumer relation. It is essential and important for the manager of public relation is to
have the good skills which is concerned to the monitoring (Higgins-Desbiolles, 2010). It is
helpful in monitoring and also measuring the many different activities related to the public
relation for increasing the efficiency and also effectiveness of travel and tourism sector.
Regarding monitoring many actions, it is necessary that the public relation officer should have
the some influences and also data, so that, manager can evaluate the tourism development of
travelling industry. There are public relation and also promotional skills are given below as
above:
Skills of Public relation
Writing and also communication skills- The travel and tourism industry is dynamic and
there is also a requirement for applying the skills related to the public relation. It will helps in
making the positive impact on business. Company make those services by which an organisation
can communicate to the public with the help of technology. It is necessary that these skills
should be used in developing the websites of an organisation, blogs and the effective social
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networks through which a business firm and also people can be communicate. The public
relation manager is able to give or reach its messages to targeted people.
Creativity- In the VisitBritain increasing the visibility of tourism and travelling in context
to using an innovative and also creative thoughts like for an instance business firm actions will
interrelated with the activities of other business enterprises (Isaac, 2010). This creative idea is
very helpful in enhancing the public relation. The practices related to the green business are
necessary to regulate with the VisitBritain is the other better idea.
Promotional skills
Active listening- In the Travel and tourism business organisation such as VisitBritain, an
active listening is one of the most effective and also efficient promotional skill. It is necessary to
giving the proper attention on what people are saying and that also take some time to determine
the some points which is necessary to ask.
TASK 3
3.1 Determine media used in public relations
Media can be related to the broadcasting, electronic, printing and also the online media.
These all are very helpful in enhancing the popularity of business. United Kingdom country is
the largest tourism country and it has many new opportunities to making the better relation. It is
necessary for an organisation is to maintain the relationship with the public. The different kinds
of media are given below as above:
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Printed media- In this includes magazines, directories, newspapers, catalogues and also
newspapers, these all are plays an important role in the public relation. The press release is very
helpful in covering the new attraction places, brochures and and also covering the new hotels
regarding the services of a business organisation. The magazines, articles and also the printed
directories is helpful for the travellers with making the information of the venues and also
attraction places in the field of travel and tourism. With the help of printed press, the more
number of consumers of people can be attracted in the low or minimum cost (Kimbu, 2011). To
attract the consumers, the VisitBritain use the colour printed media. From this large number of
people will be attracted.
Social media- Under this, VisitBritain tourism business organisation target the people
with the help of social networking sites such as through Facebook and also Twitter. These two
are the most effective and also powerful tools that help in dealing with the public relation
through using the online sites. It is very powerful and also effective because large number of
people are connected to the social media and they all are very active on it.
Broadcasting- It is referred to the television and also radio by which theatre, cinema,
social media also new electronic media from the part of broadcasting (Kiráľová and Pavlíčeka,
2015). Each and every media has their own advantages and also disadvantages. In this includes:
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Illustration 1: Media in Public relation
(Source: Advertising, 2017)

Television- It is effectively used in the public relation for the purpose of promoting the
goods and also services. From this, VisitBritain attract the large number of people in the
particular period of time. This method is very interactive and also popular, that can be helpful in
viewing the comfort of customers or visitors.
Radio- The large number of people are listened radio. Now a days people listen the radio
with the help of the mobile phones. It is very helpful for people is to keep update and also
provide the news or information for 24/7. its main disadvantage is that it does not show the real
time pictures and for the purpose of advertisement, it is less effective. Because from this people
can only heard about the destination places but they can not see.
Cinema and theatre- These two are very important and also necessary media for giving
the advertisement of travel and tourism to the consumers. With the help of these advertisement
can be colourful. Generally people are not skip or forgot to skip the advertisement in cinemas
and also be loyal towards an organisation and this kind of advertisement is less annoyed.
An electronic media is appeared not for long term but it is helpful in enhancing the
popularity of business in front of the youth media. Its main advertisement is that it is low cost
media and also popular (Kunczik, 2016). It can cover the large number of audience for the
purpose of real rim operation. E- mails, websites and also the social media is an effective and
good tool of communication, selling and also the public relation. The selling and also feedback
related to the new goods and services which VisitBritain do with the help of the websites by the
some website partners. On the social media, the online accounts are very helpful for providing
the great opportunities to update and also interact with its loyal consumers at the minimum cost.
A sponsorship is very helpful for the purpose of attracting the large number of people
towards the services of VisitBritain by developing the goodwill company in front of the
community. In context to the travel and tourism, competition sponsorship, channels of travelling,
celebrities are using the organisation services, these all are very helpful in developing the good
public relation.
3.2 Covered in PPT
3.3 Appropriateness of media used with different public relations techniques
Various kinds of media has many advantages and disadvantages. The selection of the
proper and also suitable medium refers to the works and it also depends on the promoting goods
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and also an event. In context to this, it is the duty of public relation manager is to select the
appropriate media among the educational visits, press conferences, printed media etc.
An editorials can be presents or shown in the way of articles and also news, it plays an
indirect function of the advertising. But VisitBritain travel and tourism business organisation do
the paid advertisement (Lahav, Mansfeld and Avraham, 2013). This media is more likely through
the business of tourism to the credibility factor and from the the presentation makes very
effective and attractive.
Some times, for the special announcement, the tourism industry uses the press
conferences. These are generally attended through the various kinds of media. Under this
methods, the people of media asks some questions and people of an organisation give the
answers of these questions in an effective and also an appropriate manner. On the other hand,
product launch is one of the formal and big occasion which is generally helps in the open parties.
Its main motive of this media is to bring an attention of people and get some reaction in the
media. It can be like the dinner, seminar, cocktail reception etc. with an invitation of any
celebrities, partners, journalists and some of the potential investors (Law, Qi and Buhalis, 2010).
The presence of a TV event or activities is generally live. In the busies of tourism, an educational
visits plays an important role. In the travelling includes inviting the journalists,staff and agencies
of travel in order to the experience of goods and services. Its major objective is to bring some
popularity and enhance the sales to show product to sellers.
Sales promotion is the separate and a different part of the promotional mix but it is very
close to the public relation and also used as a tool of public relation. In minimum cost, incentive
is an effective tool to enhancing the sales of business and also making the more and more money.
TASK 4
4.1 Produce a public relations plan which identifies objectives and key public
In this, VisitBritains develops the 6 main points in the plan related to the public relation.
An effective and efficient public relation does not happen through an accident, it is require to
make the plan effectively (Morrison, 2013). The public relation has many strategies, objectives
and also actions. An objective of an organisation will change with the changing in time. But the
process of public relation is constant. In context to this there are some of the popular models are
discussed below as above:
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Situation analysis examine the present condition- These are examined through the SWOT
(Strengths, Weaknesses, opportunities and also Threats), value of company, mission and also
some external factors as the competition and group tasks and activities. The plan related to the
public relation should be fir in the planning of the over all marketing and it never go against
mission and goals of an organisation.
Establishing market objectives- In this involves strategies, goals and also the tactics. In
travel and tourism sector, main objective of Public relation plan is to developing an awareness
and also formulating the credibility (Pastras and Bramwell, 2013). It is helpful in enhancing the
sales and also building the reputation of an organisation.
Defining target audience- It is necessary to defining the relevant and also effective
audience ad also conduct the research on the issues and problems. These both are more important
to attracting the audience. It is very helpful in building the exact message for right people and it
is very crucial in the success of the public relation plan.
Selection of media- It is necessary for VisitBritain is choose an appropriate media for the
purpose of communicating with the people or targeted audience. Media brings a message to
targeted audience by selecting an appropriate media. For the specialist of Public relation, there
are some media are available in which involves TV, conferences, printed press, broadcasting and
also events. Among ll these, internet is a powerful medium of communication.
Prepare budget- For any kind of business activities, there will be the need of finance. So,
it is necessary for VisitBritain is to develop an effective budget and assign the amount of all
activities of an organisation (Rozier-Rich and Santos, 2011). Some of the activities are free but
some are most expensive. In the cost involves media fees, Public relation staff, agents and also
the cost of sponsorships.
Execution and Control- An execution is about formulating a plan. All making all the
steps it is the last stage in the plan and in this, these will be a need to manager to implement the
public relation plan, and then control all the irrelevant activities and additional costs.
4.2 Effectiveness of the public relations plan
The public relation is the main part of the promotion mix and it comes with the another
elements. An exposure is the main media to see the effectiveness of public relation from public.
The press and online media are the most effective measure to see the effectiveness of Public
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relation (Shaffer, 2013). It is hard to measure the exposure and its quantity which does not shows
the effectiveness of Public relation.
For an example- Presentation related to an aircraft brings an exposure from public in the
form of online media.
The another tool for measuring an effectiveness of Public relation plan is awareness. It
helps in changing in the attention of public because of the event of PR. It can be evaluated
through the checking and also research (Shani and et. al., 2010). Awareness is an efficient and
effective way to checking a Public Relation activities. But instead of these all effective way,
Contribution to profit is more helpful to determining the success of of Public relation. It is
helpful in increasing the profit level and also the sales. The Public relation plan is the main part
of an organisation by which sales will be increased.
CONCLUSION
It has been concluded that the VisitBritain deals in the tourism sector and it provides all
the services to its customers as well as people. In this given business report studied about the
main role of public relation as the promotional tool. There was also a discussion about an
importance of the public relation in context to the travel and tourism sector. The VisitBritain
apply the wide range of skills related to the public relation as well as the promotion in the
industry of travel and tourism. An appropriateness of media which is used in various public
relations techniques also discussed under this business report.
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