Public Relations and Promotion in Travel and Tourism - Analysis

This report provides an in-depth analysis of public relations (PR) and promotional strategies within the travel and tourism industry, specifically focusing on VisitBritain and the destination of Margate. The report evaluates the role of PR as a promotional tool, examining its importance in creating a favorable image and building relationships with various publics, including government, media, and stakeholders. It discusses the application of PR and promotional skills, emphasizing the need for adaptability, creativity, and effective communication. Furthermore, the report analyzes the different media used in PR, including printed, broadcast, and online media, assessing their relationship and appropriateness within the tourism context. The report also includes the development and review of a public relations plan, outlining objectives and key publics to maximize tourism in Margate, and assessing its effectiveness. The report concludes by emphasizing the significance of PR in crisis management and building credibility, essential aspects for the success of any tourism destination.

Public Relations
and
Promotion in Travel and Tourism

Table of Contents
INTRODUCTION...........................................................................................................................1
1.1 Evaluation of role of public relations in travel and tourism sector as a promotional tool.1
1.2 Analysis of publics in travel and tourism context............................................................2
1.3 Discussion on importance of public relations within travel and tourism.........................3
2.1 Apply range of public relations and promotional skills within travel and tourism..........3
3.1 Analysis of media used within public relations................................................................4
3.2 Assess relationship among public relations and media....................................................5
3.3 Evaluation of appropriateness of media with public relation within travel and tourism..6
4.1 Produce public relations plan which recognize objectives as well as key publics...........7
4.2 Review the effectiveness of public relations plan............................................................9
Action Plan...........................................................................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Public relations refer to strategic communication process between organisations and
individual which is used to build mutual beneficial relationship with public (Avraham and
Ketter, 2012). It is a practice which intentionally manages the spread of information among
businesses, government agencies and non profit organisation. This assignment is based on
VisitBritain, British Tourist Authority which is unified under Development of Tourism Act 1969.
In this Margate is taken into consideration which a town in south-east coast in England. People
visit this place as it is known for its seafront art gallery, shell grotto, amusement park and many
sandy beaches. This assignment evaluates the role and importance of public relations within
travel and tourism business. Applications of public relations and promotional skills, analysis of
media used within public relations. Furthermore, relationship among media and PR is analysed
as well as it appropriateness is evaluated. Apart from this, public relation plan is provided and
their effectiveness is reviewed.
1.1 Evaluation of role of public relations in travel and tourism sector as a promotional tool.
The term “Public relations” is defined as a process of creation of affirmative image in
mindset of people. It is basically used for formulating the favourable image of organisation,
individuals, products or detinations which will assist business to accomplish their objectives
(Ciriković, 2014). The destination which is considered in this is Margate. VisitBritain is a tourist
board of Great Britain acts as a public relation tool for promoting tourism services within entire
Margate. VisitBritain makes all possible efforts for establishment of provisions as well as rules
which will enhance the value of tourists who are visiting nation. They are responsible for
formulating value of inbound tourism within Margate. It acts as a strategic body for inbound
tourism as well as national tourism agency. Role of public relation is mentioned below with
respect to Margate:
 Issues management: This comprises of identification of problems, trends and issues
which are significant to VisitBritain in context of Margate. It also comprises of scrutiny
public policy and implements strategies to deal with them.
 PR in marketing management: In this context, role of PR comprises of third party
endorsement, product placement, trade exhibitions, product publicity and causes
associated with marketing (Evans, Stonehouse and Campbell, 2012)..
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 Relationship management: This comprises of role of public relations in identification of
key publics as well as formulates strategies for establishment of strategies for building as
well as maintaining mutual beneficial relationship with publics.
The above mentioned are few roles of PR to maximise the number of visitors in Margate.
1.2 Analysis of publics in travel and tourism context.
For publicising the tourism, there needs to be association between happenings with
potentials to local people and strengthening of relationship which is formulated at base level.
Effective public relations are initialised by establishment of reliability within organisation before
expressing any other method (Fine, 2017). The different types of public relations within travel
and tourism are classified into groups which covers majority of public within tourist destination.
They are: relationship with government, media relations, internal public relation, international
and domestic public relations. Public relations within Margate are taken as media but they are
completely different with respect to their entire effects. Public relations are affirmative ways of
marketing services and products. Within travel and tourism there is wide range of audiences as
well as publics. Set of people who are involved in this creates a major impact on development of
industry. VisitBritain makes sure that public relations are strong so that more number of visitors
can be attracted to Margate.
In 2016 they (Margate) were able to attract around 9,00,000 visitors as compared to
previous years. By making use of recent technologies like social media and alterations in market
will lead to attract more number of visitors. Public relation with respect to Margate is expecting
around 15,00,000 visitors by the end of this year.
Owners & Stakeholders: They are individuals who are directly affected by operations of
VisitBritain. Employees working in the organisation, domestic and foreign travellers, other
tourism bodies of UK are few key stakeholder of VisitBritain. With respect to suppliers, they are
the individuals who provide services to the visitors like hospitality sector which includes Hotels
for the stay of visitors, their travelling and many others. They have strong interest as increase in
number of visitors as this will lead to enhancement in their sales within Margate. Employees
within VisitBritain tries to make use of effective services like public relations, social media,
internet and many others by which they can increase the number of visitors with respect to
previous years (Lahav, Mansfeld and Avraham, 2013).
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With respect to international tourism, there are different audiences. As visitors can be
from any part of the country it makes them different from each other and may come from
assorted cultural backgrounds (Lai and Vinh, 2012). Within Margate visitors are sophisticated
and they are open to pay more for specific service they need.
1.3 Discussion on importance of public relations within travel and tourism.
Travel and tourism business plays essential role within enhancement of economy and it is
mandatory that services provided by this section are excellent as well as public relations
functions well. Public relations act as promotional method within Travel and Tourism business.
It is used in promotion of Margate and attain the attention of visitors. Importance of public
relations within Margate is illustrated below:
Promotional tools: PR is used either individually or with other elements of promotional
mix. The major impact of this is to create affirmative influence on public.
Communication tool: External as well as internal communication is essential area of
existence within business and PR is widely used. Service part is essential part within tourism
industry. External communication occurs with visitors or shareholders or anyone else and they
are informed about changes in their services (Hvass and Munar, 2012). Like change in the
services or package with respect to visit in Margate.
Creating awareness: It is process of attaining credits and attention from public which is
very important for VisitBritish. Awareness can be created by advertisements, by rendering
support to local charities and orientated to organisation (Law and et. al, 2015).
Building credibility: It refers to the successful operations of business. It is essential as
simple advertisements do not create same impact as it is created by press release. The key to
success is first hand experience within Tourism industry like article written by someone else or
reviews related with the same from other.
Crisis management: Handling negative publicity is another essential task for public
relation. Sometimes bad things or rumours can't be controlled, it creates negative impact on
business of tourism. As experience of visitor is essential element in this. Therefore, PR needs to
ensure that they render effective services to their visitors (Lim and Ananzeh, 2012).
2.1 Apply range of public relations and promotional skills within travel and tourism.
Successful public relation activities need certain skills with respect to people who are
engaged with this. In PR quality of information is essential.
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Audit
Positive aspects: Margate is place that provide visitors a wonderful experience of
gorgeous sea, Westbrook way, seabirds swooping through the sky at Sutton's beach and other.
This is the most beautiful place for those who wants to get a tremendous experience of beach and
sea side areas. There are so many entertainment facilities for those who wants to get a adventures
experience through racing track, Dreamland park, historic museum and so on.
Negative aspects:The economy of the country is downturn that poorly impact on the
overall country. There are lack of medical facility as well as the unemployment level is also very
high therefore there are inappropriateness of quality services in travel and tourism perspective.
The government needs to pay their maximum attention towards the effective development of the
areas that can enhance tourism opportunities for economy as well as can capture eyes of tourists.
Goals and objectives:
 To increase tourism within Margate by 11.25%% by the next 1 year.
To attain these goals and objectives, the key skills which are essential for PR are mentioned
below:
 Recognition of good opportunities quickly, as it acts as a window towards success. It is
important to be profitable, creative, good and maximise them before other countries
analyse them with respect to Margate. This skill is formed while gaining experience as
well as education (Medlik, 2012).
 Identify information which seems interesting to their presenters either media or press.
Recognition of potential story acts as valuable for a public relation person within
Margate.
 Ability to present information in external and internal publications. Creativity is essential
in this case as communications materials are important of every industry like magazines,
brochures, newsletters and build impact within market.
 PR within VisitBritain have the capability to build relations with visitors who are visiting
Margate. It is interpersonal skill and is developed by experience which leads to build
effectual as well as affirmative relations with visitors and bring public attention.
 Importance of PR events need not to be underestimated. Opening functions, press
conferences and exhibitions leads to attract and bring attention of essential people to
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formulate relationship and attain affirmative feedback within media (Míguez-González
and Huertas, 2015).
3.1 Analysis of media used within public relations.
Media is associated with electronic, broadcasting, print and on-line media. These media's
are elaborated below:
Printed media: It comprises of journals, magazines, directories, catalogues and
newspapers played essential role within advertisement as well as PR activities within tourism
industry, in this context it is VisitBritain. Press releases cover brochures, new hotels, articles
within magazines or newspapers with venues which are widely used within tourism. Press
reflects experience which is interesting as well as colourful. It is mandatory for travel and
tourism industry as they depend on selling of most of experience (Milohnić, 2012).
Broadcasting media: It is referred to television and radio but now it also comprises of
electronic and social media. Each possess certain strengths as well as limitations which makes
broadcast media to be used mostly. Television is widely used for promotion of services and
products (Morgan and Pritchard, 2012). It covers large number of visitors within real time. Radio
is owned by large number of people within real time and they are up to date. Apart from this,
broadcast can be done 24/7. Websites, social media, e-mails acts as means for communication,
sales and building up visitor relation. Reviews and sales can be made by website. Furthermore,
by use of social media accounts VisitBritain can have an opportunity for live updates and can
carry out communication at lower amount.
Online media is being used with public relations for the campaign of Margate tourism.
Within present context, it is one of the widely used media which is widely used by people. By
the use of social media more number of visitors can be attracted this will have strong affirmative
impact on economy of Margate. For this, organisation can provide their services through social
media platform as well as can create their own website so that they can get connected with the
services users in direct manner. In this process Facebook, twitter, Instagram can be a most
appropriate online tool that assist building direct connection of tour operators with the local,
international and national tourists. Through this tour operators can provide them updated
information in regard new offers and services that they6 supposed to offer them.
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3.2 Assess relationship among public relations and media.
Public relations department within VisitBritain with respect to Margate tourism. Both
public relations and members of media have complementary roles. They have a common goal i.e.
creating story or formulate narrative which can be read by readers, viewers and listeners to keep
them informed. On behalf of public relations they want to have flattering media stories about
Margate related with their clients (Seetanah and Sannassee, 2015). A public relation needs to
consider breaking news as well as trending news associated with Margate. Apart from this they
are tied to organisation to expand their services by making use of media coverage . Like public
relation department of VisitBritain can make use of media to cover the stories of their visitors
which are probably visitors to Margate.
Services like Help A Reporter Out and PR Newswire acts as matchmaker among PR
professionals as well as media as delivering media professional need stories, interviewees PR
practitioners which can identify the experience of clients. Media professionals very rarely resent
PR practitioners who seems non-newsworthy, pitch boring or who have off-topic ideas. For this
VisitBritain need to ensure that they provide the effective story to media so that it acts as
captivating people or visitors to Margate. By making use of online media VisitBritain can create
affirmative impact on minds of people. This will enhance profitability and will they will be able
to highlight the importance of Margate to people.
3.3 Evaluation of appropriateness of media with public relation within travel and tourism.
Public relations comprises of activities which aids them to have strong public image
within market. The activities of PR within VisitBritain assist them to create awareness among
people about services and products rendered by them (Rosendorf, 2014). Effectual PR comprises
of enhanced promotional techniques, successful advertisement and well designed public relation
map. PR map illustrate that which information must be given to whom and what will be the
budget for the same.
The chosen media for travel and tourism within Margate is internet. With the fast growth
and globalisation of tourism, internet plays effective role within travel and tourism sector. The
major benefit of internet is that by its usage large number of people can be reached out. Other
than this operational cost of internet media is very low as compared to other methods (Seetanah
and Sannassee, 2015). By usage of this media queries and information related with Margate can
be shared by VisitBritain immediately as they have the visitor representatives who are always
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active and online to answer the queries raised by their potential visitors. Apart from this,
feedback can be reached out to agencies by which they can have necessary amendments within
related area. Internet has completely changed the face of PR as well as promotions within the
field of travel and tourism industry. Tourism at present context has become very competitive as
they have to illustrate the information so that they can attract visitors but by this competitors can
gain the knowledge about services rendered by the other. Furthermore, feedbacks are visible to
everyone, so they can make changes accordingly.
For PR campaign, the media which has been used by Margate is online media or internet.
At present scenario people are more addicted to online medium rather than going through any
hard documents like advertisement in newspaper, pamphlet or anywhere. By making use of
online media visitors can acknowledge the comments which were made by people with respect
the Margate. This will create a strong impact on minds of people, thereby, leads to increased
number of visitors within Margate.
4.1 Produce public relations plan which recognize objectives as well as key publics.
In order to develop a public relations plan for Margate, there are various stages which must
be taken into consideration by VisitBritain. The public relations need to formulate plan for
attracting more number of visitors from other countries to Margate.
Situation analysis: In this case, real situation is illustrated towards focus of plan. Margate
is a tourist destination and tourists are not dependent on only travel agencies to plan holidays.
They are more dependent on word of mouth rather than advertisements on television or any other
media as by face to face conversation, they can analyse entire destination through words and can
ask queries which arises in their mind (Taylor, 2012). Therefore, they have analysed that there is
need to make alterations in their ways by which they (VisitBritain) can attract more number of
visitors to Margate.
Defining objectives: In order to make sure that the objectives are attained i.e. the main
goal of VisitBritain is to acquire more number of visitors within present situation which is their
major objective and goal. VisitBritain needs to make sure that their objective which is to enhance
awareness as well as knowledge about Margate tourism among people. They are the individuals
who are responsible for endorsing the services and by this they need to acquire entire knowledge
related with services or products (Avraham and Ketter, 2012). The other objective must be to
maximise the usage of media by which they can target more number of audiences or potential
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visitors. Apart from this, VisitBritain must needs to make use of online media so that they can
reach the youth in more number and tell them about Margate & places associated with this,
thereby leads to increment in more number of tourists. Approximate time period to attain these
goals will be near by 5 to 7 months.
Defining publics: At this stage, public relation plan defines the target audiences. It is very
essential for defining the target audiences as marketing tactics will be as per audiences. The
target audiences in this case will be the youth as they are more keen towards adventurous and the
places where they can learn or gain knowledge about different sections of world. Apart from this,
this (youth) section of society appreciates tourist destination as in Margate they can relax, see
glamour, amusement and have fun.
Media selection: It is a stage where public relation decides the medium via which
information as well as entire details of destination which is Margate will be communicated to
target audiences. The initial method which can be used is online media, for this VisitBritain has
developed an interactive site where Margate tourism can interact with youth and answer their
queries related with destination as well as this will serve as an medium where they can directly
communicate and influence the target audience to visit their place (Ciriković, 2014). The other
method which can be used by VisitBritain comprises of celebrities as well as people who can
attract tourists by their charm and create a strong image of Margate in mindset of population.
Apart from this, by making use of online media Visitbritain can also ask tourist to formulate their
travel plans and upload those on sites by which they can enjoy the destination according to their
choices.
The budget: It is one of the most essential step as it will assist VisitBritain to estimate and
control cost as well as decide how much amount must be invested to carry out entire process. In
this mainly two types of approaches are being used, they are mentioned below:
Scientific method: This method is used to carry out calculation of budget by the use of
formulas. Apart from this, while carrying out calculations objectives as well as tactics are taken
into consideration. This includes profit optimization, payback period and many others.
Heuristic method: This method is very subjective; it is a trial as well as error method.
The different factors on which this system of budget is dependent are affordable, arbitrary,
competitive uniformity and turnover percentages (Evans, Stonehouse and Campbell, 2012).
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The primary public relation costs comprise of expenses, material and time. Broad level of
allocation of budget for public relation plan for VisitBritain for Margate is shown below:
Particulars Cost per month
Research 15000
Creative writer’s wages 35000
Design 5000
Printing 2000
Video shooting or editing 20000
Promotions via celebrity 1500000
Website domain cost 22000
Website updation or hourly tracking 25000
Total 1624000
Figure 1 PR Budget
Implementation and control: In this stage the public relations plan has been
implemented. Appropriate implementation of PR plan is key to success. Therefore, it is
mandatory to execute the plan effectively (Fine, 2017). For this it is necessary to implement the
plan in required manner, in this task prioritization and resource allocation are carried out in
enhanced manner. For this different tools like gantt chart can be used in which initial as well as
completion dates are included. This will eliminate problems associated with contingency plan.
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