Effective Public Relations in the Travel and Tourism Industry

This report delves into the crucial role of public relations (PR) within the travel and tourism sector, analyzing its function as a promotional tool and its significance for businesses like VisitBritain. It examines various PR definitions and highlights how effective PR shapes a positive image, influences consumer behavior, and supports marketing objectives. The report explores the importance of PR in disseminating awareness, fostering communication, managing negative publicity, and building credibility. Furthermore, it identifies key promotional skills for PR professionals, including creativity, active listening, and communication proficiency. The report also outlines a PR plan, including data analysis, program planning, communication strategies, and assessment, using the example of a seaside visit to Broadstairs Kent. Finally, it discusses the different media channels used in public relations, such as print, broadcast, and electronic media, to manage and maintain positive relationships with the public.

Public Relations

Table of Contents
INTRODUCTION..............................................................................................................1
TASK 1.............................................................................................................................1
1.1 Role of public relations within the travel and tourism sector as a promotional tool 1
1.3 Importance of public relations to travel and tourism businesses............................2
1.2 Public within a travel and tourism context..............................................................3
TASK 2.............................................................................................................................6
3.1 Media used in public relationship...........................................................................6
3.3 Appropriateness public relation techniques...........................................................8
TASK 3.............................................................................................................................9
4.2 Effectiveness of public relation plan.......................................................................9
CONCLUSION................................................................................................................. 9
REFERENCES ...........................................................................................................................11

INTRODUCTION
Travel and tourism need to organise selling products and services for proper
management and services can be consider as hard to manage Thus, the enterprise or
nation utilise the tools of marketing and promotion. Public relations refer to the
managing practices of information dissemination between the organisation and
individual or public (Avraham, 2015). VisitBritain is one of largest national tourism
agency which is working or gaining visitors or Britain and create value for the country.
The report will analyse the value and role of effective PR activities in travel and tourism
sector along with the required skills. It will also evaluate the utilisation of Media of PR
purpose and create a plan of PR campaign.
TASK 1
1.1 Role of public relations within the travel and tourism sector as a promotional tool
There are various PR definition like, “process of building the positive recognition
in minds of people”. Entire definition create a common point which is Public relations
shapes the image of product, enterprise or individual in favourable way i.e. to aid the
business in attaining the goals and objectives in more successful, efficient and effective
way.
Illustration 1: BEST PUBLIC RELATIONS OR PR AGENCY, 2017
Public relation aims to image and the rolls is utilise to meet which is known as
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“publicity” (The Importance of PR, 2016). He word Publicity can be negative and
positive which is not depend on organisation such as natural disaster are not controlled
by VisitBritain which are able to seek attention of people ad reduce revenues and profits
amount. Bad rumours and scandals can create a celeb Face in worse situation. Some
believes that tool of PR, Publicity is better but some argues over its negative impact on
the business and recognition of public. The Public relations are closely linked with the
organisational marketing activities, attaining of objectives, activities which are interlinked
for their effective outcome. The marketing objectives are to form a unique image of
products through informing people traits of the products on rights time to increase the
amount of 'Sell' and meet he objectives. Public relations avail them to meet the aims
through creating market aware VisitBritain and their services, building better image of
organisation.
Public Relations is a part of promotional mix that is interlinked closely with
advertising avail to create awareness of business, seeking information of sales and
benefits (Cox and Wray, 2011). There are several types of public which includes
shareholders, community, common public, consumer etc. However, adverting and PR is
distinct in which PR is less costly, more credible and less controlled and on the other
hand, advertising is more costly, less credible and controllable.
There are various types of PR which is used for different purposes such as Press
relations, corporate communication, influencing specific unions or group, product
publicity, sponsorship etc. These all entities work in different styles which aims over
building better goodwill of enterprise, seeking and grabbing attention of consumer and
increasing sales of consumer from outside and inside of the company. PR is
indispensable for an tourism agency like VisitBritain for defending their reputation of
products through large publicity amount covering scandals and negative image linked
with company or products.
1.3 Importance of public relations to travel and tourism businesses
This is very crucial for an economy to use the PR for their promotion and
marketing activities so as VisistBritain. Public relations is a method of promotion that is
used by various travel and tourism agencies organization, and nations for increasing
their clients, amount of visitors etc. This has a positive impact on consumer despite the
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negative aspects that impact large service users number to organisation. Here are
explained why this is valuable for business of travel and tourism or VisitBritain:
 Disseminate Awareness: PR's major role is to disseminate essential news,
unique packages and information about the products and services of travel and
tourism and its different destination that create awareness among people about
the specific place or organisation (De Moya and Jain, 2013).
 Communication: Communication is the major elements of marketing and
promotional activities which can effectively be accomplished through help of PR
activities. Communication has two types i.e. external and internal which can
attained through PR activities only. Through communicating with worker, PR can
accomplish internal communication among VisitBritain where on the other hand,
through managing flow of interaction among suppliers, shareholder, consumer
etc. business maintain communication flow among external factors.
 Control Negative Publicity: The business of VisitBritain and other tourism
organisation rely on better and effective image in which PR helps in managing
goodwill of organisation. This avail in overcoming process of negative publicity to
reconfigure recognition of enterprise among consumer.
 Sponsorship: Sponsors are significant part in sector of travel and tourism as the
expenses are higher. Through building good image PR helps in gaining attention
of investors as well as make unique recognition of enterprise through educing
negative rumours and aspects. For e.g. Free passes distribution by VisitBritain
that is promoting both the event and VisitBritain itself.
 Credibility: PR avail in creating business credibility. Consumer trust is very
aimlessness along with successful operations which is major functions of Public
relation practices that is the only reason of wide expansion of VisitBritain.
1.2 Public within a travel and tourism context
In the sector of travel and tourism, there are various stakeholder which should be
understood and identified by VisitBritain for successful PR activities to increase amount
of visitor as well as create an effective goodwill of company (Hanusch, 2012). To plan a
destination at seaside of Broadstairs Kent, company first need to analyse various public
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and their value for making proper plan. There are major two types of Public i.e. Internal
and external which is mentioned below:
Internal Public Workers: Members of staff is major part of an organization so as VisistBritain's.
The activities or operations as well as their outcome rely on worker performance
who are the main key to meet business objectives. This is required for create
employee relation and their engagement in decision making process while
planning to Broadstairs Kent to accomplish it effectively. Higher Management: These entities or public are liable for execution and
decision making including perms, condition and policies of enterprise. These are
responsible for allocation of budget, making plan judgements and determining
operations for Broadstairs Kent Seaside. Shareholder: These public contain power of changing decision making as they
invest huge amount of funds to share and debentures of organisation like
VisitBritain. Thus, this is required for VisistBriain to engage them and manage
their profits as well.
External Public Consumer: This is one of essential public with whom Visisbritain their services
through persuading them using various promotional and marketing tools. The
demands and supply is set by these individual according which product is
determined.
 Government: As the company need to meet proper terms and regulations, this is
essential to undertake the policies and terms of state to function market in
smooth way (Hays, Page and Buhalis, 2013). It determines financial and
economical growth. Broadstairs Kent governments laws need to be documented
while planning.
2.1 Public relations and promotional skills
Successful and effective activities of public relation is indispensable for
enhancing certain skilled criteria of individual or organization who are included in this
process. To manage a positive and healthy relation, this is essential to manage service
quality. This is also called triumph of business of travelling. The professional of public
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relation is able to identify or attract the better opportunities. Such knowledge and skills
can be operated by development and training guidance for worker that can boost their
confidence level as well. Reviewing and practising activities in regular way is one of
effective enhancing potentiality manner for professional of PR. They should work on
gathering facts and make sure that the disseminated new or information is accurate and
concrete. Beside these are some Promotional and PR activities are briefed under: Creativity: The VisitBritain work on tourism of United Kingdom for which they
develop various operations by generating innovative and creative ideas such as
Business activities interconnection(Car rental and Hotel services) etc. This can
be gained through people those are constantly focusing over the research
activities. Such activities of plans can be enhanced through PR effectiveness. In
Britain, Activities of Green Business regulation can prove as an effective follow-
up. Active Listening: In travel and tourism organisation, the active listening is major
party of imperative promotional skills (Heath ed., 2013). Expert of PR require to
render entire attention to consumer as well as analyse their time, interest and
point of view as well. This is very important to manage effective PR relations as
well.
 Writing & Communication Skills: The tourism and Travel in extremely active
and VisitBritain have to comply effective public relation skills to make better
market positioning. This can be gained through observable operations among
consumer by media. The respected agency of travelling can hire those applier
which have better skills of writing and communication for persuading and creating
an effect on target audiences.
4.1 Develop a public relation plan
The success and growth of Plan of PR depend on planning of effective
assessment of entire designed action which is involved in the plan of seaside visit at
Broadstairs Kent. Hence, this is essential to analyse various elements of it to meet the
objectives of VisitBritain Agency. Before planning, this is essential to create objectives
which have been mentioned below:
 To develop cultural tourism area for enhancing country's individuality and identity.
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 To form activities of tourism that can relief through managing Seaside plan as
well as represent British culture and beauty.
Public Relations Plan Catachreses & Data Analysis: While developing plan of PR, initial manager
need to research and collect the data of destination i.e. Broadstairs Kent seaside
(Lahav, Mansfeld and Avraham, 2013). For this, they will organise or conduct
market analysis, research: undertaking newspaper, consumer, articles and other
elements to study. This can helps in strengthening entire objectives and
operation to accomplish this. Consumer requirements and wants is the
preference of and organisation. Programming and Planning: Design and coordinate analysis of data, programs
planning is done which should be linked with public relations. This helps in
reducing issues and conflicts in future. Hence, this can argue that public relation
plan should be able to disseminate accurate message to consumer or service
users to boost the opportunities or sales. Communication of Action: This is essential for PR departments to make use of
proper media tool for conveying message or actions of public relations activities
in order to meet the target audience in effective manner. This helps in
disseminating awareness of featsure of programs as well as persuading at the
same time for making purchase decision for the Broadstairs Kent seaside
packages offered by VisitBriatin.
 Assess and Execution: In the last phase of planning, suitable strategies of
business to meet business PR plans is identified. After which entire plan is being
implemented to get desired outcome.
TASK 2
3.1 Media used in public relationship
For managing the positive and healthy public relation, companies of travel and
tourism are utilising various channel of media (Morrison, 2013). This aid them in
meeting and persuading specific consumer for a longer time period along with creating
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an effective impact There are major media which is broadcasting, electronic and print
etc. Here are mentioned some of them: Print Media: This consist of newspaper, magazines, journals, directories etc.
that is most credible media source which play a huge role in travelling agencies.
With Press release assistance, it can cover new detestation, attractions along
with brochure which is required for travel companies. Apart from it, organisation
also deliver directories to visitors to provide data and information of venues and
attraction places of Broadstairs Kent. The company can use tis as a medium of
meeting to the target audience. Electronic Media: In the competitive industry of media, travel and tourism
sector is rapidly using channels of electronic media as the source of persuading
consumer for longer period (Rozier-Rich and Santos, 2011). This techniques has
its own advantages but is expensive than print. This is able to cover and
convenience mass number of audience within short span of time. This involve
television, radio etc. which is also one of credible medium of communication.
Through broadcasting the information using electronic media channel, impact of
organisation can easily attract people. This cover wide range of people as well as
broadcast news to 24*7. Also through theatre, and cinema, company can also
create better publicity and relations with consumer.
 New Media: In the present era, new media is popular term among people
including adults, teenagers and other group people cause if it's convenience,
portability and cheap promotional activities. This involve social media,
applications, web pages which can be used by VisitBritain to promote service or
packages of Broadstairs Kent among buyers.
3.2 Relationship between public relations and media
In the industry of travel and tourism this is indispensable to have proper and
effective relations with public which is attained through help of media. Organisation's PR
Dept. is prepared or managed for creating a bridge of communication among people
which is dependant and tangled. Several media channels render support to solve most
issues and matter of subject in the industry of Public Relations. In VisitBritain, manager
require to situate their information and data to publication and broadcast media. This,
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this can be argue that PR department and media is able to manage entire data that
journalists needs.
For public relation tool, this is really assisting to deliver better service quality in
Britain to visitors (Sheldon and Park, 2011). For e.g. holidays packages and travelling
destinations such as seaside of Broadstairs Kent for maximising consumer or traveller.
The place of ads can be magazines and newspaper for package. The merits f this
medium is easy to access by consumer or public as well as increase authenticity.
Besides this, there are various media channels which can help organisation to promote
their tourism in more effective way that can enlarge the reach area and communication
activities. Organisation can update authentic annual information on social media and
web that is less time and efforts consuming.
Therefore, this can be state after analysing that public relation is part of media
which is curious for enjoyment as well as help in creating unbreakable bond. Experts of
PR and members of media have common objectives of narrating a story for readers and
listeners. But sometime, both groups are facing the conflicts or issues situation that can
ruin the image of nation or organisation completely in order to manage effective
recognition and relationship. VisitBritain need to remember these elements of public
relations experiences before making any execution of plan for Broadstairs Kent seaside
visit.
3.3 Appropriateness public relation techniques
This is required for VisitBritain to adopt effective media channel for purpose of
public relations in order to to meet target market in adequate way. But this is
fundamental to use proper or specific media tool for specific purpose in order to to reach
rights target audience along with different impact. Such channels of media are chosen
on grounds of marketing budgets and requirements of VisitBritain as well as aim of
traveller for seaside of Broadstairs Kent. There are many scholars which focus over
newspapers as a better tools then electronic channels of media as it have great range
and consumption amount among consumer as well as it has large credibility level rather
than other mediums. On the other side, many researcher came up with the outcome
that electronic media is more effective and impressive channels with longer persuasion
capacity. For e.g. newspapers cover wide range of people all over world through
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dissemination of information but television is more entertaining and attractive channel of
media.
Press conferences are also useful for media source, organisation can use this
while building the announcement in regard of launching a new service or product.
Beside this, educational visits are also popular in the sector of tourism and travelling.
Thus, company can change the business traveller into fun at Broadstairs Kent banks
through offering them exotic offers (Tsetsura, 2011). Organisation are invited in certain
activities of journalism for increasing profitability, gaining sales amount and popularity.
Thus, this is entirely up to the department of public relations of an organisation,
nation like VisitBritain to make consumer for seaside visit of Broadstairs Kent through
using appropriate media channel suitable according to consumer. Before optimising any
channel of media, this is required to examine merits and demerits of each sources used
for building plan.
TASK 3
4.2 Effectiveness of public relation plan
Public relation's major objectives is to accomplish the objectives and attract
numerous number of traveller toward the travelling. For managing effectiveness and
appropriateness of plan of PR, this is required for manager to recognise some few
elements that will reduce the activities or action hamper. Through this, they will be able
to analyse ration and conduct sales. This can deliver better understanding among public
about the campaign. Whereas VisitBritain can utilise the reviewing of response system
for undertaking various suggestion from sales executive or manager. Also travelling
agencies like refereed one can allow their services user to fulfil the feedback after
service experience. System of online review can be endorsed for demonstrating failure
or success public relation plan. This can avail in grabbing consumer attention in
adequate manner and for longer time. VisitBritain is organising a campaign i.e. Join the
World - Discover the UK in which if one update five exotic and adventures shorts films
of their visits of UK, they can get involved in this campaign. This have been organised
for increasing the traveller to many different unvisited and undiscovered place at United
Kingdom such as Broadstairs Kent banks etc.
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CONCLUSION
Above report concluded that travel and tourism is important for development and
growth of a nation and its economy. For performing the target market in more significant
way as well as managing proper positive and healthy relations, organisation or country
use promotion and marketing tools. Consumer, worker, government and many public
affect decision making according which the tool of media for promotion is optimised. In
order to prepare a plan of PR, A company need to determine objective, design plan and
implement that with using more appropriate tool and techniques.
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