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In last several decades, travel and tour sector has practiced sustained expansion as well as branching out, thereby contributing as the major contributor of the developing global economic sectors. Several new destinations in past decades have developed, competing with the old ones at UK, Europe as well as USA. In this Unit 22 Planning PR & Promotion Campaign for Tourism Assignment there will be a detailed discussion on the scope and importance of public relations in travel and tourism industry. Despite seasonal peaks, foreign tourist visits have practically continual development – ranging between 277 and 983 million over last two decades. Owing to the characteristic global nature of flight, the requirement of assistance concerning States in every civil aviation aspect that is related to the to and fro movement of every passenger. In the present day, the tourism policy makers globally discuss very nearly persistently, bilaterally as well as through multilateral groups, in search of agreement on a number of aviation rights, airline proprietorship, landing stage, market rivalry, tax, ecological safeguard, safety as well as security, etc which is very critical for every tourist destination. In this report, the tourist destination in UK and the organization discussed in detail is Thomas cook (Yang, et.al. 2008).
Public relations has seen a trend of change in the type of marketing tools used largely advertising that is used for the communication of marketing messages for the reason that the PR team that has the best ability to of successful brand launch is offered a superior credibility. Furthermore, PR is reasonably economical in comparison to other marketing tool like advertising. Usage of PR has now experienced and increased importance in the field of marketing and has emerged as an effective tool in tourism that refers to the promotion of an enhanced know-how between tour operators as well as its public. Augmented competition in world tourismsectorempowers the tour operators for creatingfurther consciousness of the launch of a product or service for its target audience. The brand as well as product or service images isdeveloped by public relations team through the usage of as number of media like print media, WOM, as well as shaping the approach of the targeted group. In case the PR team is successful in understanding the target audience then it would effectively communicate to the potential visitors and would convey all the benefits, learn as well asdevelop from accessing a particular website or attending an event (Kim, et.al. 2006). As Kim and co-writers highlighted that tourism sector is significantly regarded as autonomy of selection by the tourist relative to the tourism destination selection, mode of transportation used and so on as well as driven by resilient competition between a numbers of segment of the tourism sector along with the destination of choice offering appropriate market supply(Spenceley, 2010).
Organization even till date continue to use a wide varieties of marketing tools like advertise mentor print media like brochures for creating and sustaining the brand image. Routinely, through various display media like television, tour operator windows or websites, potential visitors are open to the pictures of interesting tour destinations with intense scenic beauty (Gonzalez-Herero & Pratt, 1998:83-97). Nevertheless, in the present day, the mediahas initiated several contributions and more seriousness for tourism. This changed approach is brought about by the effective tourism communicators who have thrived to persuade journalists about the importance of tourism and its potentinfluence on local as well as national GDP and economy (Robinson, 1999).
For instance, Travel sector Association in North America, issued in its tourism website that this sector contributes majorly and is third highest in contribution to its economy besides the ranking and contribution of retail and other sectors (TIA, 2007). This is also seen and evident in UK and its tourism. Globally, the United Kingdomis in the top 10, in worldwide tourism incomesgroupin spite of the drop in visitors of about ten per centpostthe event of terrorist attacks. In UKthe tourism industry contributes about seven per cent of the overall employment. Furthermore, tourism sector contributes 8% towards London’s economy that is ranked as 2nd largest (Hearts, 2003).The groups of PRcentresconsideration on reinforcementof the public relations events by increasing a public and tourism rapport through media, besides receiving their modifiedcare in broadcasting the trade. Public relations therefore significantly assists in the projection of a positive appearance of the tourism organizations like Thomas Cook for the reason that the potential visitorsbelieve on the business news broadcasted by the television or other social media. The publicity platform comprises consistent publicity storytelling along withthe visualsin print media, magazines, social media, newspaper etc. While advertising as a tool is, only is a contribution to publicity.
Process carried out to institute all stakeholders’ feedback to ensure parity, even-handedness during any business process that helps in the prominence and notification of any internal or external stakeholders concerns to develop the periodical plan of training and development of staff performance and organisational behaviour. These amendments necessarily should hold on to both local and global norms of society and government legal aspects of gender quotient, fundamental educational or professional qualification, contractual obligation as well as clear tasks etc.(Letting, 2008). It is essential to put forward with respect to Quality assurance that necessitates the undertaking of underlining efficient interactions amongst stakeholders within the organization relative to Tourism information, assessment, regular monitoring activities and duties that the staff encounters every day. In the sector of Tour and Travel, all groups ought to maintain all guidelines for handling the customer, destination and operator data that used and is accessible by staff in language well understood. Care should be taken for avoiding the risk of any crucial information or document leakage concerning tourist while documentation handling.
Target audience may have diversity of cultures, trends, gender, age, income groups etc. Diversity of audience is beneficial as it increases the scope and market value. It is also necessary for a PR company to manage the relations and terms with these diverse kinds of people in an appropriate manner to attain success. A company needs to be active communicator and efficient in marketing to reach the diverse audience. It is also crucial to understand the needs of all type of audience and work accordingly.
It is evident that Thomas Cook at present is keen in creating a brand image. This is a marketing strategy, to start using Windows as well as other media likedirect mail besidesseeing the service quality. Managing director of a major competitor of Thomas Cookexcerpts that anythingoccurringduring the latest perioddriveechoesthat Thomas Cook is communicating price focused message. Therefore, it states that this approach is major trend setter in the travel and tourism for public relations. (Morrison, 1996). The external factor analysis of Politics, economy, social, environmental, legal as well technological are elements that effecttourism businesses, referred as PESTEL analysis owing to the presence of the six factors that are studied. PESTEL analysis of Thomas Cook would assist to understand the external environment that significantly contribute to its decision making pertaining to the understanding the factors critical to the tourism business and the objective of Thomas Cook of price focused marketing. These factors analysed also assist in the internal SWOT analysis of the organization contributing to the potential and underlying threat as well as opportunity. The internal analysis offers and insight through thorough evaluation of the internal factors concerning the positive and negative aspects and resource utilization affecting marketing decisions(Hearts, 2008: 406-408).
Internal and External Environmental Auditing: Internal and external environmental auditing is performed in a business organization to check whether the environmental management system of the organization is working according to the predetermined standards. In internal environmental auditing managers of the organization checks the environment management of the organization to find out scope of improvement or any other new arising environmental risk factors. Many organizations select an external environmental auditing system which also provides certification to the company which certifies that company is following the rules and regulations of environmental safety and environmental management system of organization is working efficiently.
This highlight of the PR skills requirement form would comprise of three sections that would detail about the individual know how, skills and learning, and psychological analysis through hypothetical questions respectively in three sections(Dredge & Jenkins, 003:415-443).
Customer know how
Skills and learning of PR Manager selected
Develop a public relation plan with appropriate promotional objectives from task 2 and develop and review relevant strategies to achieve the PR objectives
The media analysis and effectiveness in public relations can be done regularly based on steps that are detailed below
Moreover, the use of media in PR can be explained by the evaluation of objectives of PR, which are:
PR and advertising often go hand in hand but they are two completely different things with a completely different goal and overall effect. While advertising is exclusively focused on promotion of products or services with an aim to encourage target audience to buy, PR is specialised in communication with the public and media. The relationship between public relationship and media is described below: The PR in the travel and tourism industry requires the following tools and techniques:
The first requirement of public relation is to improve attendance of the people at public events which can be executed with the help of media. Secondly, press release of the industry helps in getting the required attention of the targeted audience in PR. Sending various promotional activities directly to the customers such as fliers, brochures and newsletter helps in influencing consumers too. Blogs over microblogging website design, digital forms of press release and newsletters helps in communicating with the required customer base. Social media is the primary tool of digital marketing; it is utilized in various marketing campaigns throughout the travel and tourism industry (Website, 2012).
The below figure highlights the PR objectives of Thomas cook that is materialized through the PR manager.
Business necessarily has as a feature that offers taking up of QA procedures and undertakings to entrust safety and appropriate health environment for the safety. It advocates standard examination as well as equips the safety doctrine for growth and advancement of business processes moreover smoothing the progress of the stakeholder’s interest. It is apparent, as an integral universal tradition for Quality monitoring and assurance, all the supplier auditing is simultaneously required to entrust successful quality. Data collated with the help of a detailed survey lend a hand in the development of business in the course of monitoring and then implement the feedback in PDC Cycle for increasing efficiency. Based on the successful implementation the website promotions and visuals have revealed to be the most effective. This is due to the accessibility to the very globaltarget audience(Tilson& Stacks, 1997).
The Internet has caused a revolution in communication by giving a voice to those that previously could not have been heard. This has opened a whole new world of opportunities for both businesses and individuals that were unimagined in the era of the traditional media. These still play an important role in shaping the public opinion but with the entire globe moving to the online world to search for information and buy products/services, a PR that does not effectively communicate with the online community can no longer effectively shape and maintain the desired public image. The proposed plan for Thomas cook’s PR plan is as followed:
The PR plan of in the travel and tour industry needs to consider the different PR models such as situation analysis, definition objective, defining the target consumers, selecting appropriate media, allowing a definite budget and finally implementation and controlling the plan. The situation analysis consist of communication audit and image analysis like mirror analysis, current analysis, wish analysis, multiple analysis, optimum analysis and corporate analysis. Other methods of situation analysis considered by Thomas cook can be marketing research, desk research, complaints, financial situation, community relations and many more. The objective of the PR plan must be related to the strategic and operation tactics of the company. Thomas cook require a new PR plan which aims on increasing the client base and revenue of the company in next fiscal quarter. The media for the PR plan for Thomas cook broadcast media which involves television and radio advertising. As the broadcast media connects to a large number of audience Thomas cook will be able to reach to its selected target of achieving required financial goals in next financial quarter. The next part is budget; company needs to provide an appropriate budget for the advertising campaign and PR plan execution. The last part of the PR plan involves execution and controlling of plan. The broadcasting media is used for the PR plan of Thomas cook is due to the mass coverage of the said media among the targeted audience or customers of the travel and tour industry (Potter, 2006).
It is conclusive that Thomas Cook needs to appreciate that tour and PR managers are should under high performance pressure from the new top management in spite of the fast changing business external environment. Therefore, for an effective PR the use of print media would assist Thomas Cook’s effort to going through the transition conveniently through vertical and horizontal integration of its information groups. Their environment friendly initiatives have significantly contributed to its brand imaging.
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