Public Relations and Promotion in Travel and Tourism: HND Report

This report explores the critical role of public relations (PR) and promotion in the travel and tourism sector, focusing on Visit Britain as a case study. It examines the significance of healthy public relations in fostering business growth and competitive advantage, highlighting the use of promotional tools and techniques to manage a firm's image and reputation. The report analyzes various stakeholders, including internal (employees, top management, shareholders) and external (customers, government), emphasizing the importance of stakeholder analysis and relationship management. It further discusses the importance of PR as a promotional and communication tool, emphasizing its role in creating awareness, building credibility, and managing communication channels. The report also identifies essential PR and promotional skills, such as creativity, communication, writing, and active listening. Finally, it outlines the development of a public relations plan, including data collection, planning, action related to communication, and evaluation, with specific objectives for Visit Britain, such as improving cultural tourism and enhancing national identity.

Public Relations and
Promotion in Travel
and Tourism

INTRODUCTION.....................................................................................................................................2
1.1 Role of public relations in travelling sector.................................................................................3
1.2 Analyse publics within a travel and tourism................................................................................4
1.3 Importance of public relations.....................................................................................................5
2.1 Public relations and promotional skills........................................................................................6
4.1 Develop a public relation plan.....................................................................................................7
TASK 2....................................................................................................................................................8
3.1 Media used in public relationship................................................................................................8
3.2 Relationship between public relations and media........................................................................9
3.3 Appropriateness public relation techniques...............................................................................10
4.2 Effectiveness of public relation plan..........................................................................................10
CONCLUSION.......................................................................................................................................11
REFERENCES........................................................................................................................................11
INTRODUCTION

Healthy and positive public relations play a vital role in growth and success of travel
and tourism sector. It also helps 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 (De Moya and Jain, 2013). The basic aim of travelling
companies is to manage and sell their service that’s why PR and promotion are effectively
used there. Visit Britain is the chosen organisation in this present assignment; it is a national
agency of UK which is famous for its marketing of tourists destinations. Its main objective is
to create the value of tourism in Britain’s economy. Apart from this, the report will be
described the significance of public relations in travelling industries. There will be a
discussion upon the roles of PR in order to promote working practices of business
organisations. Readers will also come to know the appropriateness of media which is used in
public relations.
1.1 Role of public relations in travelling sector
Effective public relations have a significant role in managing firm’s image and
reputation in target market. The core concept of PR is to maintain relationship by using
certain promotional tools and techniques which renders benefits through enhancing
company’s sales and profitability. Along with this, PR is also known as practice which helps
managers to cope the flow of information among public and organisation. Therefore, it can be
said that PR aids a company to accomplish its goals and objectives in an effective manner.
Now these days, several travelling companies are emphasised on managing healthy and
positive public relations. In this context, provides attractive discounts and offers on holiday
packages (Hanusch, 2012). It also hire 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. The travelling agency, i.e. Visit Britain has selected
Wey Mouth Desert for its overall discussion. It is one of the seaside town in Dorset, England.
The town is the third largest settlement and its overall population is 52323. Weymouth is
famous tourist place; its economy is rely upon visitor attractions and its harbour. The most
attractive location of this town is its marvellous landscapes.
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 marketing department is to sell products in market
whereas PR aids in achieving this objectives through making people can aware about this
specific product of the company.

Below describe the some major roles of public relations: -
 It covers and broadcast positive news in digital as well as print media about the
company; so as large number of customers can aware about it.
 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 Visit Britain to its
clients.
 Research and find out the content which will going to be published.
 Managing and creating teams towards research activities.
1.2 Analyse publics within a travel and tourism
In travel and tourism sectors, there are various stakeholders involved who play an
important role in growth and market expansion of companies. So that, it is necessary for
managers to determine these publics and fulfil their needs in proper way. In this context,
stakeholder analysis is conducted so as to gain maximum level of output. Managing healthy
and positive relationships is also important for companies to perform effectively in target
market. In travelling sector these publics are classified into two categories, i.e. internal and
external. The brief description is stated as under: -
Internal stakeholders
Employees – Staff members are the most valuable part of a business organisation. A
firm’s working activities are depended upon skills and abilities of employees. Therefore, it is
must for travelling 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.
Top management – Top management is liable to implement any kind of rules and
regulations at workplace. They manage as well as directs overall business operations and set
business goals and objectives.
Shareholders- Such publics also have to power, they can easily influence the
decisions of the firm. Shareholders invest their money via debenture and shares into

company. Therefore, it is necessary for Visit Britain to keep involve these people in every
business activity.
External shareholders
Customers – 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 rules and regulations can hamper business activities of
travelling companies. So that they need to adhere all laws and legislations for smoothly
running in target market. UK government also provides support, i.e. financial and non-
financial for growth and development of tourism sector.
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 Visit
Britain, PR activity can builds customers’ trust and loyalty towards its services. Along with
this, it can boost up the brand image of Wey Mouth 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)

 Promotional tool – Public relations and promotional activities are done in equal
manner in order to manipulate the behaviour of tourists towards travelling (Heath,
2013). 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. Travelling agencies 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 – Internal and external communication 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.
 Create awareness – It contains get attention from public 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
(Sheldon and Park, 2011). 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.
 Build credibility – Credibility refers with efficacious implementation of business
activities. Public relations are also necessary there because press releases and
advertisements put a huge impact on customers’ choices and interest.
2.1 Public relations and promotional skills
Effective and successful PR activities are 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,
managers 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
generating 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 – In Visit Britain 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). The refereed travel
agency, i.e. Visit Britain 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.
4.1 Develop a public relation plan
The growth and success of public relations plan is rely upon effective assessment of al
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. But while producing a
PR plan, managers need to identify certain objectives which they want to attain from it.
Below mentioned the objectives of Visit Britain: -
 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 Visit Britain

 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 gives 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 Visit Britain 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.
TASK 2
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. In Visit Britain, 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 Visit Britain 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 Visit Britain to adopt different media channels in order to perform
effectively in target market. But employers are required to emphasis on one media tool which
is more appropriate for them and gives best benefits to the company. Such media channels 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, researchers
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.
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.
TASK 3
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, Visit Britain 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.
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
Books and Journal
De Moya, M. and Jain, R., 2013. When tourists are your “friends”: Exploring the brand
personality of Mexico and Brazil on Facebook. Public Relations Review, 39(1),
pp.23-29.
Hanusch, F., 2012. Travel journalists’ attitudes toward public relations: Findings from a
representative survey. Public Relations Review, 38(1), pp.69-75.
Morrison, A. M., 2013. Marketing and managing tourism destinations. Routledge.
Heath, R. L. ed., 2013. Encyclopedia of public relations. Sage Publications.

Sheldon, P.J. and Park, S.Y., 2011. An exploratory study of corporate social responsibility in
the US travel industry. Journal of Travel Research, 50(4), pp.392-407.
Rozier-Rich, S. and Santos, C. A., 2011. Processing promotional travel narratives. Tourism
Management, 32(2), pp.394-405.
Lahav, T., Mansfeld, Y. and Avraham, E., 2013. Factors inducing national media coverage
for tourism in rural versus urban areas: The role of public relations. Journal of
Travel & Tourism Marketing, 30(4), pp.291-307.
Avraham, E., 2015. Destination image repair during crisis: Attracting tourism during the
Arab Spring uprisings. Tourism Management, 47, pp.224-232.
Hays, S., Page, S.J. and Buhalis, D., 2013. Social media as a destination marketing tool: its
use by national tourism organisations. Current issues in Tourism, 16(3), pp.211-239.
Tsetsura, K., 2011. How understanding multidimensional diversity can benefit global public
relations education. Public Relations Review, 37(5), pp.530-535.
Cox, C. and Wray, M., 2011. Best practice marketing for regional tourism
destinations. Journal of travel & tourism marketing, 28(5), pp.524-540.
Online
The Importance of PR, 2016. [Online]. Available through: < http://prprofessionals.in/the-
importance-of-pr/>. [Accessed on 8th November 2017].