Public Relations and Promotion in Travel and Tourism: Brighton Seaside

This report delves into the critical role of public relations and promotional strategies within the travel and tourism sector, using the Brighton seaside destination as a case study. It explores the multifaceted functions of public relations, including building relationships with stakeholders, managing public perception, and utilizing various promotional tools like media engagement, sponsorships, and electronic media. The report highlights the significance of communication, crisis management, and building credibility within the industry. It examines the importance of promotional skills, including opportunity-grabbing capabilities and customer relationship management. The report also analyses the impact of different media channels, such as traditional and electronic media, and the evaluation of public relations and media interactions. Overall, the report underscores the importance of strategic public relations in creating awareness, fostering positive relationships, and driving success in the dynamic travel and tourism landscape.

Public Relations and
Promotion in Travel and
Tourism

INTRODUCTION
Public relation refers to a selective or fluctuating way that shows that how business or any
organization interacts with the public and their customers and what are the different ways or
strategies that organization used to attract and understand the need and maintain better
relationship with the organization. It is the process for maintaining the organization and making
favorable customers. Public relationship shows the relation between customers and organization.
With the strategic tools of communication which builds the favorable and beneficial relationship
status of customer and between the organization.
Brighton seaside is the British firm. Brighton seaside is developed by the very fashionable
seaside resort which is encouraged by the prince regent. This seaside has the best and very
famous seaside in the east Sussex. In this study we will discuss the roles public relations as a
promotional tools and analyze public in tourism context. Use of media how media impact public
relation. New and different techniques in travel and tourism.
LO1
1.1 Public relations role in tourism
Regulatory bodies work to build relations of public. This increases liking The role of public
relations in an organization is immense and has much wider scope:
 As the seaside destination is developed in the Brighton seaside where public relations
have roles like they must have to make a feedback from the public about their destination
for tourist and local public what are the reaction of the public and made feedback from
them and wherever loop-holes points, find the areas of improvement in the organization.
 The second major role of PR is to make an image of the seaside destination to create
close relationship with the peoples and the goodwill of the company and organization is
must requirement which is required.
 Image and reputation plays a vital role among the organization as the key of market and
among the public.
 As the seaside destination in the Brighton is established then management of the public
relation must evaluate under the guidance and the reputation of the organization which
can be available in the magazines and article and publications in London.
 The main role of public relation is communication without better and skillful
communication seaside destination will not grow at all.

 Reputation maintenance is the consistent feature for the public relation team with
reputation building play a major role.
 Recognize the good opportunity as a PR the basic role is to caught and really opportunity.
 Find information about every and share every detail about the idea, business plan to the
media and us the promotion tools.
 Ability to present every information to the public whichever information require skills
and ability should be correct and present effectively.
 Ability to handle customer relations and handle the information path which directly
provides to them make sure information reaches to the right person at the right time with
the best possible way of communication and effective promotional tools.
1.2 Stakeholders
British tourism decided to make a seaside destination so there must be a targeted
audience which are always marked by relation of public team. travelers that can be involved in
the development of Brighton seaside destination. These includes the following:
Recreational travelers- These kind of traveler can visit the Brighton seaside destination when
they want to explore something new.
Adventure travelers- In order to attract more number of travelers they can conduct any activity
sport over the seaside destination. This will help them in attracting more public.
Health tourism- In this the destination can also conduct activities related to health of individuals
in order to attract more public.
about the public sectors these organisation run by the government and in the best interest of the
public and society organisation run by the government to attract more people and run efficiently
the sector of the tours and travels sector. public sector is essential as they have most amazing
places which is managed by the government the ancient places which is owned by the
government so government can help to promote these destinations and to makes and spread
awareness about the environment with the help of general public.
1.3 public relations and its significance in tourism industry
The most important tool is public relation in the sector of travel and tourism. It has its
own importance as in the form of multiple purposes. It has importance as in promotion tools
which promote events or destination so seaside destination where importance of public relation
will help them which are follows:

1. Promotional tool- it is the tool which is used as the part of the public relation, before and
after of any business there is need of promotion and to advertise and let the others know
about the business for creating strong image. About seaside destination they can promote
whatever changes or addition they add or make any change in the objective of any change
in the destination premises or with the management. Promotion is very important as it is
going through various steps like conference and press interaction to promote their plans
and all the strategies related to the business.
2. Creating awareness- it is very clear that promotion tool creates awareness among the
public and better the public relations as the seaside destination idea will spread between
public with the of public relation it will create awareness among the public, investors and
commercial banks. Awareness is important as it will get attention and every stakeholder
and public will response to it after the promotion and that will work as a base for the
relationship with them.
3. Crises management- Goodwill and positive image among the customer and public will
play a vital role in the seaside destination at Brighton seaside this structure of any
organization can be hurt by the bad image or negative image which cannot be controlled.
4. Communication tool- Every type communication is necessary for the travel and tourism
sector which involves internal and external . Communication is the important area where
everyone has to pay attention because as to gain more customers and improve the public
relation communication is important. If communication is underestimated the it will
become the major problems and all relationship will be crushed by bad communication.
5. Building credibility- credibility means current position in the sector as in the context of
success in the organisation (Aukland 2017).. Building credibility is an important task for
building image in they of public
LO2
2.1 promotion skill in this industry
In public relation there is an importance of quality over quantity and it is specially
required in the tourism business where doing seaside destination it is required specially
Opportunity grapping capability- experience is the main way to get comfortable to understand the merits
and demerits of the public relation where education, studying the public relation is important to know

what the public is really want and that is the key to the success. Experience is the way to resolve the best
and perfect way to get more effective in public relation.
In the media section not every information is necessary to update in reference of public relation
only perfect and precise knowledge is required in the media section if the news on travel and tourism
news and stories are well and written with efficiency then it will get trend so about the seaside destination
ideas if media present it in the right way to the public it will count and give the good score.
If the basic skills which is required in the writing a good blog or writing with good meaning and effective
words with often get the good and effective interaction with the public. In public relation creativity and
the writing skills is very important potential story and subject will get attract and reach to more public
ultimately it will result with good relationship status with the public.
Ability to draw attention is required in PR while building a destination near Brighton seaside a destination
while gives ecstasy to public that function, parties and the media interaction will give more attention to
the important people and this attention will help to get more establish and will give more feedback in the
media.
Promotional skills
Building customer relationship is a skills which lay among the interpersonal and partially which formed
and experienced. The relationship is natural base for any ability which is required for the listing more and
communicate well with the public and this will give them empathy and in the crucial time this will help
them building positive perspective and bring the attention of the public by itself. This promotional tool
will help them in building up the seaside destination like
3.1 use of media
As the British travel tourism are making a seaside travel and tourism destination at
Brighton seaside which is the famous seaside destination so here are the new roles and
responsibility for effective public relation are as follows:
Promotion with the traditional media: traditional mass media is the most used and existing or
which is already available in the market with the basic promotional tools which are presented
through radio, newspapers, and magazines for the better relationship status of the organization
with the customers.
Sponsorship – As by time if the destination will get famous in public this will be attracted by
the major company which is leading in the market. Attracting the main leaders in the market and
if they are interested or like the ideas of the new destination at the seaside of Brighton which is

the best seaside if the London will be appreciated by the sponsorships are used in the travel and
tourism in the wide area. At travel channels it will give the advertisement to connect more.
.
` 2. Electronic media- It is the easiest and best way to have good public relations with the
customers. In the recent time social media is the only platform which is used by most of the
people and this attracts people towards the brand. Social media is the platform which helps an
organization to Have and share their good relationship with the public. , it consumes les cost as
use of social media is not so expensive. it reaches to the most of the audience cause it has that
much of reaching power and this communicate very well as compare to the others. It can be as
low cost, it can be addressed to the different and specific groups of the customers.
Broadcasting is the best solution to reach high volume of customer as the seaside destination at
the Brighton radio can lots of the ears of the people even it can cross the different boundaries of
the different state and country so it is the best and easy way and it is also cost efficient in this
following are the sources like television has always the favorite way and voice to interact more
with the customers with different ways of cinema and showing them different views and effects
with beautiful and art for there attraction to communicate with them. with the help of some
celebrity can bring more weight in the development of Brighton seaside destination where some
public relation team fails then they hire a celebrity for the Interaction to attract so this card is
played by the PR team very wisely as they use this as there key element. It is most used by the
fast moving good sectors most of the peoples are Influenced by this sort of interaction.
Cinema can also be used by Brighton seaside destination is the another attraction in the public
nowadays they go and watch their favorite character and pay money to watch them and people
cannot skip the any of the cinema of them so here they can use public relation to make them
more strong.
3.2 evaluation of relations of public and media
they been both run with each other, as because media is the way to communicate with
other and it is the best and easy way to tell everything about the plan and services to let them
know that what exact is the market required by them As the British travel tourism are making a
seaside travel and tourism destination at Brighton seaside which is the famous seaside
destination so here are the new roles and responsibility for effective public relation are as
follows:

Promotion with the traditional media: traditional mass media is the most used and existing or
which is already available in the market with the basic promotional tools which are presented
through radio, newspapers, and magazines for the better relationship status of the organization
with the customers. Media is used as the best way to connect with the public here different
elements which help and make relationship with media and PR like At travel channels it will
give the advertisement to connect more.. Electronic media can also be used to enhance the
Brighton seaside destination is the most efficient and most used element In between the
relationship of the media and PR as because it is very cheap, easily available, help and
productivity is productive. It gives various platforms like Facebook, snapchat and Instagram
which help the public reaction more stronger and effective.
3.3 public relations techniques
In this tourism media use play impactful role with public relations and they are as follows :
 Editorials are released in the form of news and articles which mentioned such things
about the organization which shows the impact of the over public relations
 Press conferences is the most appropriate way in the context of public relation as this is
used as they are journalists from different media person so here they ask about the
business and other things which is published and shown as the best way of public
relationship.
 Product launch at the time of launch make a special announcement and demonstrate their
product and show the details of the product and this make relationship with them public.
 Sales promotion can also be used as the tool to develop the public relations so that they
can improve the liking of the Brighton seaside destination.
LO4
4.1 public relations plan
first to make plan for public relations are few objectives and key policies are follows:
1. Situational analyze current situation of the market with SWOT and verifying with
external and internal factors. Outside the seaside area strengths is that is the busiest sea
area in Brighton and they have effective external factors because the private player are
well aware of the opportunities.
2. Establishing the objective what should be done and how it will be achieved and how
much time will it take. Strategies and tactics for this plan and procedure to follow.

3. Target the audience on which market the audience is target as the seaside destination is
made is the best seaside area of the Brighton London so there is selection of audience is
made by the PR so they could spread the awareness about the project of the British
tourism.
4. As the destination is made around the seaside of the Brighton so the media selection must
be with social media as there are most of the age groups is lie under 15- 46 so there must
be internet use to awareness very well powerful mean of effective communication
5. Implementation is the last key and objective to be made as they target the adult audience
who would like to see the audience and most of them used the social media and electronic
media so the plan must be implemented and public relation with the grand opening to
attract more customers and made a good relation with public.
4.2 effectiveness of the public relations plan
With this plan and set key and objectives as the public relation is hard task to do specially
for the British tourism as they want seaside destination at bright which is quite typically to
do. Following effectiveness of the PR plan :
Exposure of the media attention is from the area of public is taken by public relation. By use
of radio, tv and social media.
Attitude towards the seaside destination of British tourism is positive and public relation
campaign is the measures to its success .
Contribution in profits will shared in the charity and economic development. Public
relationship is the essential element which aids in generating more sales and getting positive
results in the firm. PM campaigns enhance effectiveness and brand awareness of company.
CONCLUSION
Public relation is hard task to do in the travel and tourism as this used by the seaside
destination in the Brighton. In the recent time use of social media is increasing hence there is
need to use it in appropriate manner so that it can develop strong connection with public.
Public relations with help of media makes its importance and get it well and convey to the
right audience.

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