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Publicity and Public Relations

Publicity and Public Relations. Objective: Introducing publicity and public relations. In the end of this week, students will understand the importance of publicity in marketing tourism and hospitality products. Public Relations.

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Publicity and Public Relations

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  1. Publicity and Public Relations Objective:Introducing publicity and public relations. In the end of this week, students will understand the importance of publicity in marketing tourism and hospitality products.

  2. Public Relations • Building good relations with the company’s various public’s by obtaining favourable publicity, building up a good “corporate image” and handling or heading off unfavourable rumors, stories and events. • Hilton International defines PR as “the process by which we create a positive image and customer preference through third-party endorsement.”

  3. Advantages • low cost • effective because they are not seen as commercial messages • credibility • prestige and impressiveness of mass-media coverage • added excitement and dramatization • maintenance of “public” presence

  4. Disadvantages • difficult to arrange consistently • lack of control

  5. Publicity • It is a direct function of PR. • It is the task of getting editorial and news space as opposed to paid space in print and broadcast media to promote a product, service or a company.

  6. Key Characteristics of PR and Publicity • Message credibility • No direct media costs • Loss of control over publication • Loss of control of content • Loss of control of timing

  7. Major Activities of PR Departments • Press relations: The aim is to place newsworthy information into the news media to attract attention. It is credible since most consumers view it as third-party information. E.g. A positive write-up of a resturant in the newspaper. • Product publicity: It involves various efforts to publisize specfic or new products such as a food festival, a newly renovated hotel or a nonfat desserts have potential for publicity.

  8. Lobbying: It involves dealing with legislators and government officials to promote or defeat legislation and regulation. • Counseling: It involves advising management about public issues and company positions and image.

  9. Major Public Relations Tools • News: PR people find or create favourable news about the company and its products or people. Sometimes news stories occur naturally, and sometimes the PR person suggests events or activities (e.g. X conference, Miss World…) that would create news. • Speeches: company executives answer the questions from the media or give talks at trade associations or sales meetings.

  10. Special events: ranging from news conferences, receptions, press tours (fam trips), grand openings… to reach and interest target publics. • Written materials: include press release, annual reports, brochures, articles, company newsletters, magazines… to reach and influence the target markets. • Audiovisual materials: such as films, video- and audiocassettes… • Corporate-identity materials: help to create a corporate identity that the public immediately recognizes such as logos, stationery, brochures, signs, business forms, business cards, buildings,

  11. uniforms, company cars and trucks become marketing tools when they are attractive, distinctive, and memorable. • Public-service activities: companies can also improve their goodwill by contributing money and time to public-service activities. E.g. giving donations to street children.

  12. Publics • The organizations publics can be broken down into two as; • External; • Media: TV, radio and press • Public: local communities, general public • Government: local, regional, national authorities • Internal • Internal stakeholders: shareholders, banks, boards of trustees • Internal representatives: staff, trade union reps • Internal commercial: suppliers, intermediaries, customers

  13. The Role of PR • The role of PR and publicity is larger than advertising. • There are two types of reasons to engage in PR; • Reactive – crises management • Proactive • In tourism and hospitality, the use of “press kits” are increasing to pull travel writers. In case of internal stakeholders, newsletters are often used.

  14. PR Opportunities for the Hospitality Industry • Individual properties; stories in the hotel • Build PR around the owner/operator • Build PR around location • Build PR around a product or service; a drink, a dessert, a bar and grill, a special entree, fireplace in the guest rooms, even ducks in the pond, etc.

  15. Sources • McCabe, S. (2009). Marketing Communications in Tourism and Hospitality: Concepts, Strategies and Cases. Butterworth-Heinemann: Oxford. • Kotler, P.; Bowen, J. and Makens, J. (1999). Marketing for Hospitality and Tourism (2nd ed.). Prentice Hall: New Jersey. • Kotler, P.; Bowen, J. and Makens, J. (2010). Marketing for Hospitality and Tourism (5th ed.). Prentice Hall: New Jersey. • Kotler, P. and Armstrong, G. (2010) Principles of Marketing (13th ed.). Prentice Hall: New Jersey.

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