GROUP 1

PUBLIC RELATIONS (PR)

Tourism Marketing

www.publicrelations.com @publicrelations
 WHAT IS PUBLIC RELATIONS (PR)?
Public Relations
Public Relations (PR) is the process of creating a
positive image and customer preference through third
party endorsement.

Public relations covers traditional media relations,

content creation, and social media initiatives. It’s a
long-term strategy – a consistent, ongoing
presence generates awareness and exposure and
helps companies reach revenue goals.

Marketing Strategy Public Relations

 The role of Public Relations in
Travel and Tourism Industry
The tourism industry relies heavily on public relations to
communicate with the public, gain promotion, and
attract visitors.

Public relations is crucial to the success of a tourism

business because it creates awareness of a specific
destination, attraction, or event.

The main purpose of public relations is to build positive

relationships that will generate interest in tourism related
businesses.

Marketing Strategy
 WHAT ARE PUBLIC RELATIONS
(PR) ACTIVITIES?
PR activities are various tools and task
professionals that a company can use to support
and promote a positive image in public
particularly towards their clients and prospective
clients.

Marketing Strategy www.reallygreatsite.com

 THE PUBLIC RELATION (PR) PROCESS
Research Establishing Market Objectives
Use research to analyze the situation Build awareness, credibility, stimulate the
facing the organization and to accurately sales force and channel intermediaries, and
define the problem or opportunity in a way lower promotional costs.
that the public relations efforts can
successfully address the cause of the issue
and not just its symptoms.

PUBLIC RELATIONS www.publicrelations.com

 THE PUBLIC RELATION (PR) PROCESS
Defining the Target Audience
Specific group of consumers most likely to
want your product or service.
PUBLIC RELATIONS
Choosing the PR Message and Vehicles
Message themes should be guided by the
organization's overall marketing and
communications strategics. PR is an important
part of the organization's overall integrated
marketing communications program, hence the
public relations messages should be carefully
integrated with the organization's advertising,
personal selling, direct marketing and other
communications.
www.publicrelations.com
 THE PUBLIC RELATION (PR) PROCESS
Implementing the PR Plan Evaluating the results
defined as an approach used to manage measuring the effectiveness of a PR
the public’s opinion of a person or campaign in terms of its impacts on the
organization. It involves being aware of target audience, business goals, and
your target audience, learning how to objectives. It is used to assess the success of
communicate with your target audience. a PR campaign, measure the impact of the
strategy, and identify the areas for
improvement.

PUBLIC RELATIONS www.publicrelations.com

 Major Public Relations Activities Opening Remarks

1. Press/Media Relations – The use of third-party endorsement

through mass media channels to generate publicity and
awareness for huge audiences.

2. Product Publicity – Involves efforts to introduce or publicize

specific products, special events, new developments within the
business.

3. Corporate Communications – It covers internal and external

communications and promotes understanding of the
organization.

Public Relations
Major Public Relations Activities
4. Lobbying – It involves dealing with legislators and government officials who may
Product Differentiation
pass bills that have an impact – whether positive-negative on one’s business.

5. Counselling – It is involves advising management about public issues and

company’s positions and image
B. Pricing Strategy
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Pricing Methods
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Competitive Pricing Analysis

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Promotion Strategy
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aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequa.

Marketing Strategy www.reallygreatsite.com

 Contribution of PR to Marketing Opening Remarks

1. Assist in the launch of new product

2. Assist in repositioning a mature product
3. Build up interest in a product category
4. Influence specific target groups
5. Defend products that have encountered
public problems

Public Relations
PR Tools and Audiences
Audience: Employees
Tools:
Regularly produced printed or
online newsletters
Emails
Webcasts
Bulletin boards
Audience: Guests
Tools:
In room printed collateral
Personal letters from the
General Manager
Newsletters
In-room tv programming
PR Tools and Audiences
Audience: Community Groups Audience: Media/Press People
Tools: Tools:
Participation in local civic areas and
charitable endeavors Press conferences and events
Sponsorship of educational and
recreation activities for the community
members
Employee contributions to local charity
fund drives
PR Tools and Audiences
Audience: Travel Writers
Tools:
Detailed press releases
Creative email pitches to
encourage writers to visit and
write about the property
Good selection of photos in CD
Audience: Convention and
Visitor Bureaus
Tools:
Sponsorship of trade fairs
Detailed sales kit
PR Tools and Audiences
Audience: Trade Shows
Tools:
PR manager to personally meet
media representatives
Media coverage during the
trade show