Andes
Thank you so much
Introduction
Aim
This unit enables learners to gain understanding of public relations in travel and tourism, the use of media, apply public relations skills and create a public relations plan.
Unit abstract
The unit explores the role of public relations (PR) in the travel and tourism sector, considering its importance as a promotional tool. Learners will be given the opportunity to develop the skills that enable them to effectively undertake PR activities in a travel and tourism context. Skills include written and oral as well as customer service. Learners will explore the different types of media that are used as part of a PR plan and will learn which media are most appropriate in different situations. The ability to construct a PR plan will also be developed through the delivery and assessment of this unit.
Learning outcomes
1 Understand the role and importance of effective public relations for travel and tourism businesses
Role: relationship to marketing and advertising; publics eg community, distributors, suppliers, stakeholders, employees and potential employees, investors, consumers and users, the media, opinion leaders, unions, regulators; purpose eg internal/external functions, in-house and consultancy PR, communication channels; the interaction of PR with other management functions eg the role of PR in support of the organisation’s strategy/vision
Importance: promotional tool; effective internal and external communication; awareness eg charity work, explaining objectives, public consultation, communicating change; identifying, establishing and maintaining publics/customers, credibility, perception, relationship building, planned communication, managing crisis, obtaining and maintaining sponsors, corporate identity, reputation, ethics
2 Be able to apply public relations and promotions skills within a travel and tourism context
Public relations and promotions skills: written eg writing brochures, leaflets, newsletters, letters, news releases, feature articles, interviews, puffery; selling and persuasion eg presentations, product launches, events, exhibitions, awareness raising, lobbying, influencing, networking; using electronic media eg website management, emails, mobile phones; customer relations eg conflict handling, crisis communication, contingency planning, formulating responses, reviewing and implementing emergency plans, creative communication strategies
3 Understand the use of media in public relations applied to travel and tourism
Types of media: types eg print, broadcasting, electronic
Use: editorials, editorial promotions eg competitions, feature opportunities, photo-calls, press conferences, infotainment; educational visits eg product launches, press junkets, ‘jollies’; press events eg the press conference, press reception; news manipulation, image manipulation, bias, authenticity
4 Be able to create a public relations plan in a travel and tourism context
Public relations plan: plan eg Jefkins model; appreciation of the situation eg initial research, turning a negative into a positive, short-term plan and longer-term planning linked to corporate plan; definition of objectives eg identify issues and key messages, clarify objectives; definition of publics eg means of reaching key audiences, realistic and achievable, selection of media and techniques; planning of a budget; assessment of results
Resources
Manage your own resources and professional development
Develop your personal networks
Monitor and solve customer service problems
Work with others to improve customer service.
