C & C - Tourism Public Relations

Public Relations in general mean strategic management of communication in order to establish and secure awareness and public opinions. Public Relations Tourism is a distinctively different discipline from publicity, propaganda, advertising, and marketing.

Tourism Public Relations specialize in the communication of travel and hospitality brands and aims at promoting a positive image of their facilities. The industry's major sectors are hotels and lodging establishments, restaurants, tourist attractions and destinations, tour operators as well as transportation services. Each of these sectors have their own special messages, PR tools, and audiences. Tourism PR employs a defined set of instruments to create and position a brand, starting with an analysis of the product, followed by a conceptual and strategic approach, definition of the correct target groups, implementation of integrated, high impact, high energy and cost-effective campaigns, controlling budget and timing, carrying out promotional activities and finally evaluating their impact. Another aspect of public relations tourism PR is professional crisis communication.

Classical tools for tourism public relations include press releases, press conferences and briefings, interviews, media and industry co-operations and press trips. More recent tools are guerilla PR, online PR, blogs, podcasts and vodcasts.

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