Sample Report On PUBLIC RELATIONS AND PROMOTION IN TRAVEL AND TOURISM
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TABLE OF CONTENTS Introduction ..................................................................................................................................... 3 Assignment 1- Part A ...................................................................................................................... 4 1- Role and Scope of public relation as a promotional tool in India .......................................... 4 2- Analysis and discussion of the diversity of publics, tourists and other stakeholder with in travel and tourism ....................................................................................................................... 5 3- Audit of the internal and external environments goals of public relation and objectives for the campaign using Range of public relation and promotions skill to Travel and Tourism ....... 7 4- Public Relation Plan With appropriate objectives and strategies to achieve the PR objective ..................................................................................................................................................... 9 Public Relation Plan.................................................................................................................... 9 Part B ............................................................................................................................................ 10 1- Range of media suitable for the public relations campaign relationship between public relations in the travel and tourism sector and the media. .......................................................... 10 2- PR and Promotional Skills and the evaluation of the chosen media .................................... 12 Conclusion .................................................................................................................................... 14 References ..................................................................................................................................... 15
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INTRODUCTION Public relation can be defined as a process that manages the flow of information between company and the public. In this globalized and competitive world it has become very important for the companies to understand all the needs and wants of the customer so that company can transform all their services according to them and can gain a competitive edge (Sriramesh, 2000). Public relation is also becoming very popular for the government of different countries to attract the tourist in order to earn huge revenues because tourism is one of the fastest growing industries in the world and it is providing huge benefits to countries and its people. In this particular report, importance of the public relation has been explained by taking one of the best tourist destinations in the world and that is India. The report covers all the public relation tools and how it helps the country to increase the tourism.
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ASSIGNMENT 1- PART A 1- Role and Scope of public relation as a promotional tool in India Public relation plays a very important role in increasing the tourism in different countries and it has become very popular in India. It is the duty of company to create the fruitful relationship between customers and them so that they can understand and evaluated the public attitudes regarding the firm’s products and the services (Jefkins, 2007). Government of the different countries tries to create different policies, procedures and actions that are completely related to the public interest and are socially responsible. The role of travel and tourism is to focus on the development of rapport, goodwill, understanding and acceptance as the chief end result sought by the public relation activities. Firm creates the relationships with the public through social networking websites like Facebook, twitter, Skype, etc. However, many of the times create negative public relations that are called as the dark public relations. It destroys the reputation of the company, country in front of the society. PR uses campaigns as a medium for the promotion tools and it helps companies as well as the countries to maximize their image in the mindset of the customers (Beaver, 2005). It also acts as a medium to inform about the new services and the policies that helps to create the wide publicity. PR is very much closely related to the advertising and helps the people to aware about the country, business so that they can get the attention of the tourists and make sales and profits (Härtel, 2002). The main goal of the tourism industry is to stimulate the public desires to travel and then this particular desire into the purchase of the services. It not only attracts the visitors towards the destination but it also keeps them happy so that they can visit again. It also provides safety to the public from the terrorism by making them comfortable. It identifies the target audiences and helps the companies of the country or government to create special appeals related trips for them. It also helps in getting to know the special needs, interest and preferences of the customers (Butterick, 2011). It creates the public image with the help of blogs about the company and Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Public Relations Assignment Help to the students of UK at pocket friendly price.
photography of the business like site seeing, hotels images, beaches, exotic places, etc. It tries to build the good relationship from the public by describing the different services in written or the photographs also in the various newspapers, TV, etc. It is also very much helpful in segmenting the market, which provides a path for the company to plan and creates different tour packages as per the income level of the public. India is a very big country and they use PR in order to make all their guests comfortable so that they can enjoy the royal treatment without any worries. Country also uses PR to build the credibility because simple advertisement does not attract the people it just annoy the people. Tourist industry is known for selling the experience so country regularly tries to create the best possible experience for the people in order to encourage them to come back. It also acts a communication tools for the country to communicate all their ideas and policies that how they can help the tourists in the country. PR is also very helpful when the particular travel and tourism sector is in the crises from the political issues terrorism, etc. It provides the sound information in front of the public. 2- Analysis and discussion of the diversity of publics, tourists and other stakeholder with in travel and tourism Government Departments- Different companies tries to create relationship with the government departments and describes the policies and structure of the firm in front of the government. PR is very essential with the government because it provides all the guidelines and rules for the enterprise. It is essential for the companies to follow the different instructions of the government and develop the services according to different norms (Dale, 2005). Media- Firms can easily get connected with the media for the different promotional activities to fulfill all the objectives of the company. Media also provides help to both the companies and the company in the promotional activities of the company and also provides information to the public about the corporate offers and the services.
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Public- Society is one and the most important part of the travel and tourism industry because ultimately public is the final user of the services. The main aim of the companies is to create the positive image in front of the public by participating and sponsoring the social activities. Companies always try different ways to develop the better and the good relation with the customers from all over the world because tourists comes from all around the globe. Companies try to do the proper market research so that they can understand the needs and preference of the customers on the global level. Communication is one of the important pillars that help the travel companies to stand in front of their clients. They appoint all the skilled and knowledgeable people to present al their services in the market (DuhĂŠ, 2007). If the firm will maintain the good relation with the public then it will act as a word of mouth and more and more people will get to know about the company as well as the company which ultimately helps in increasing the profits for the company and revenues for the country. It is very important for the companies to promote all their plans according to their income status and the living standards. Other related Bodies- Many of the different departments and the agencies like the tourism board of country, etc are deeply involved in the travel and tourism sector and all these bodies also affects the business of the companies by creating the healthy relations with these institutions for regular growth of the business.
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3- Audit of the internal and external environments goals of public relation and objectives for the campaign using Range of public relation and promotions skill to Travel and Tourism Internal goals of the Public Relation arePR helps to create a strategic tool to estimate that how much the company will be willing to spend on the PR initiatives. It also sets different strategies for the company so that they can run for the long time in the market. It helps the companies to coordinate with the internal department or members regarding the problems that they are facing and queries that they have (Kumar, 2012). It also defines and measures the different results of the firm It also allows the companies to manage their budget and use it efficiently. It also focuses on the social programs for the entertainment. External goals of the Public Relation areIt helps to proactively responds to the editorial inquiries and different requests as appropriate and try to manage the process accordingly. It also aims to provide better information in the market that is completely related with the companies (DeSanto, 2011). It also thinks about the safety and security for the tourists It also helps in evaluation of the different plans which are required for the market maximization by providing the better services. Public Relation tries to discuss the various methods that a company uses to disseminate messages about all their products, services, overall images to its customers, employees, stakeholders, suppliers, etc. The main point of the public relation is to influence the public so that they can develop positive attitude about the company and its offerings.
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Although the advertising is very closely related to the public relations because it is also concerned with the promoting and gaining the public acceptance from all the services and products of the company but still PR is little bit different as its main goal is to create the good will with the people. Public communication tries to offer the two way communication between the corporate and the public (DeSanto, 2011). It requires the listening to the constituencies on which the firm is totally dependent so that they can analyze the behaviors of the public.
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Kindly Contact us at: help@assignmentdesk.com Public relation can be easily taken as wither proactive or the reactive to find all the relevant factors as per the situation. In the first step for the PR activity, travel and Tourism sector tries to gain the factors that influence the perceptions of travel and tourism (Parsons, 2008). In the second step, travel and tourism sector introduces overall policies with respect to the campaign. In this all the goals and objectives are defined under which the company will operate. Different guidelines are also established so that firm can work accordingly. In the third step, all the strategies and tactics are outlined and specific programs are also established to achieve the desired outcomes. In the fourth step, actual communication with the public is made by using the Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Public Relations Assignment Help to the students of UK at pocket friendly price.
different techniques like press conferences, etc. In the fifth step, travel and tourism tries to receive the feedback from the public and the customers and in the final step, companies tries to make the changes as per the feedbacks (Härtel, 2002). 4- Public Relation Plan With appropriate objectives and strategies to achieve the PR objective Public Relation Plan
Fact Finding and data gathering Research
Clearly define the problem or opportunity
Planning and Programming
Devise and package the strategy
Action builds relations Communication
Implement the strategy
Evaluation
Determine results and impacts on future activities
Public Relation plan is very helpful in developing the new products and the services in the market so that proper strategies can be created to develop a positive image in the mindset of the public. Different steps that involved in the planning are as follows. Fact Finding, data gathering and research- In this particular step, all the facts about the particular tourism destination like India are found (Hill, 2013). PR tries to focus on developing the good reputation of the travel and tourism industry of India in the market by analyzing the different improvements that are needed in the services of the company. Different facts are identified because they are very important for the development process. All the problems and the opportunities which are present in the particular country’s travel industry are defined and the information is also collected for the related Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Public Relations Assignment Help to the students of UK at pocket friendly price.
criteria. After the proper collection of information on the particular industry all the problems are identified. Planning and Programming- In this particular step, different strategies are developed to solve all the problems by find out the different ways (Khodarahmi, 2009). PR helps to provide the path to solve the problem and develop the strategies for the particular market of India. Action, Build Relation, Communication- In this particular step, PR creates the good relation between the company and the public. Great focus is made on the communication so that public can be contacted from time to time with the help of different media’s. Reviews from the social networking websites about the country and the company’s strategies are taken so that all the strategies could be developed as per the people. Evaluation- This particular step entails the evaluation of the results regarding the different strategies so that proper prediction about the future strategies can be done. Through this particular step, the proper impact on the society form the different services can be assessed (Laskin, 2012).
PART B 1- Range of media suitable for the public relations campaign relationship between public relations in the travel and tourism sector and the media. Different types of media’s that can be used by Thomas Cook and their range arePrint Media- It contains the newspapers, magazines, journals, directories, etc and this particular media plays a very big role in advertising the PR activities of the tours and Travel Company. Press release can easily cover all the aims, targets and objectives of the company and the reach of this media is very large. It is the type of media that reaches even the remote parts of the country (Pieczka, 2011). It can easily cover the large amount of the customers at a time in very low cost which will be beneficial for the company.
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However the role of this media is diminishing day by day because of the developments of the new type of media’s. Television- Television has always been used from the long time in PR for promoting the products and services of the different companies. It will help the company to cover large amount of people at one time and it also provides the best and most interactive way to communicate with the people. However, this medium is every costly but its effect is very large.
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Kindly Contact us at: help@assignmentdesk.com Radio- This media is owned and listened by the large number of people and it also very mobile. Radio is available with each and every persona and they can hear it wherever they are and also at any time. The reach of this media is very wide but still its scope is decreasing day by day. Thomas Cook can use this to tell their messages in the remote areas otherwise this media is not much effective. Public Relations and the media have many roles and they all are complementary. Both of them have common goals of creating a story or developing a narrator that keeps the readers, Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Public Relations Assignment Help to the students of UK at pocket friendly price.
listeners and the viewers informed. In the tourism industry, PR practitioners want to see the most amazing stories about the different tourist destinations and also about their company. They observe the media in order to know the views of the people so that they can develop their campaigns on the basis of that (Scott, 2006). Media on the other hand continuously try to capture new and different things that can help the people. Because of this PR practitioners try to use the different media channels s that they can communicate with the people directly and explain what they are offering to the people. Relationship between them is made up of the mutual respect as they both wants to reach the public with good stories that can cat their attention and increase their revenues. 2- PR and Promotional Skills and the evaluation of the chosen media Thomas Cook is one of the best travel and tourism organization in UK which provides the complete tourism packages for almost all the countries. They have different services and plans according to different users and their perceptions. There is a great range for the PR and promotional skills which is very important to understand. Successful PR strategy requires the certain skills from all the people those who are engaged in it. It is a fact that in the PR used in Thomas Cook and other companies, quality of the information is very important than its quantity and the quality acts as success for the Company’s business. PR campaign will help the company inRecognizing the good opportunities- Opportunity is defined as the window to success. It is important for the company to see the good, creative, profitable opportunity so that they can maximize it (Steyn, 2007). Different skills form with the education and experience and different practice will help the company to maximize the PR potential. Related Information- There is lots of information available to the company in the market but company will require only the information that they can use to present themselves in the media. Information should be good, creative and should contain all the aims of the organization. Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Public Relations Assignment Help to the students of UK at pocket friendly price.
Attention- All the media that company is using should be in such a manner that it attracts the attention of the public and the press directly so that they can be influenced towards the company. As per the nature of today’s globalized world, Thomas Cook should use the media of Internet advertising in order to connect with the public and to launch all their PR strategies. Internet has become the most important medium and it is growing regularly. Millions of people spend their half time on the different social media websites, etc. If company will use this medium to connect with the public then they will be able to reach millions of people in seconds. They will able to promote themselves in the most interactive way and very cost effectively also. They will be able to contact the people on the live time which will help them to clear the doubts of the people and influence them towards the company instantly (Hill, 2013). Company can check the effectiveness of their chosen media by seeing their sales as if the sales of the company increase then it mean their strategy was successful. They can also fill out the questionnaires from the public to see their perception about the company. Further if the enquiries of the people increase with the company then it will also represent that the PR campaign used by the company was very much successful.
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CONCLUSION In this report, the tourist destination was selected as India because the country has many historical places and great culture. All the internal and the external goals of the PR have been discussed with the proper PR plan that can be applied for India. Also it has been seen that PR is very much helpful in creating the awareness in the public. There are different mediums that can be used by the Thomas Cook and it will surely help them to increase their profit and public image.
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REFERENCES Books Beaver, A., 2005. A Dictionary of Travel and Tourism Terminology.CABI. Butterick, K., 2011. Introducing Public Relations: Theory and Practice. SAGE. Dale, G., 2005. BTEC National Travel and Tourism. Heinemann. DeSanto, B., 2011.Public Relations: A Managerial Perspective. SAGE. Duhé, C. S., 2007.New Media and Public Relations. Peter Lang. Jefkins, F., 2007. Public Relations. Routledge. Kumar, P., 2012. Public Relations Cases. Cengage Learning. Parsons, P., 2008. Ethics in Public Relations: A Guide to Best Practice.edi. 2nd . Kogan Page Publishers. Journals Härtel, C., 2002. Public relations orientation: Development, empirical testing and implications for managers. Journal of Communication Management. 7(2). pp.117 – 128. Hill, B., 2013. Public Relations. Journal of Communication Management. 17(1). pp.92 – 93. Khodarahmi, E., 2009. Strategic public relations. Disaster Prevention and Management: An International Journal. 18(5). pp.529 – 534. Laskin, A., 2012. Public relations scales: advancing the excellence theory. Journal of Communication Management. 16(4). pp.355 – 370. Pieczka, M., 2011. Public relations as dialogic expertise. Journal of Communication Management. 15(2). pp.108 – 124. Sriramesh, K., 2000. The models of public relations in India. Journal of Communication Management. 4(3). pp.225 – 239. Online Toll Free No: +44 203 8681 670 Mail Us: help@assignmentdesk.com Assignment Desk expert writer offers top notch Public Relations Assignment Help to the students of UK at pocket friendly price.
Scott, D., 2006. The new rules for PR. [Pdf]. Available Through: <http://www.davidmeermanscott.com/documents/New_Rules_of_PR.pdf>. [Accessed On 12 December 2014]. Steyn, B. 2007. Contribution of Public Relations to Organizational Strategy Formulation. [Pdf]. Available Through: <http://www.prconversations.com/wpcontent/uploads/2007/08/excerpt-excellence-book.pdf>. [Accessed On 12 December 2014].
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