Public Relations Activites in Tourism
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Estonian Business School
Department of Entrepreneurship
PUBLIC RELATIONS ACTIVITIES IN TOURISM: THE EXAMPLES (LOCAL AND INTERNATIONAL) OF PRESS RELATIONS, PRODUCT PUBLICITY, CORPORATE COMMUNICATIONS, LOBBYING AND COUNSELING.
Essay
Kristel Aus BBL II
Lecturer: Elena Pruvli
Tallinn 2008
Public relations (PR) is the managing of internal and external communication of an organization to create and maintain a positive image and customer preference. It has become a very important marketing tool and it is moving into an explosive growth stage. Companies have started to realize that PR holds the promise of a cost-effective promotional tool – the creative use of news events, publications, social events, community relations and other PR techniques offers companies a way to distinguish themselves and their products from their competitors. Effective PR can influence a vast range of different groups of people, encouraging them to buy the specific product or service – every private sector company wants to be the best, so it is important to pay attention on its communication with the public. In the U.S. today, approximately 122 000 people are employed full time in the public relations field. There are five main activities of public relations in tourism; press relations, product publicity, corporate communication, lobbying and counselling; which help institutions to cope successfully with many problems, to build prestige, to promote products, and to win legislative battles.
Firstly, I will concentrate on press relations. The aim of it is to place newsworthy information into the news media to attract attention to a product or service. Press relations has become very popular in the tourism and hospitality industry because of its credibility. A favourable article about a hotel in the newspaper definitely has more impact on the consumers than an advertisement written by the hotel’s management. That is why companies and also consumers have started to pay more...
Department of Entrepreneurship
PUBLIC RELATIONS ACTIVITIES IN TOURISM: THE EXAMPLES (LOCAL AND INTERNATIONAL) OF PRESS RELATIONS, PRODUCT PUBLICITY, CORPORATE COMMUNICATIONS, LOBBYING AND COUNSELING.
Essay
Kristel Aus BBL II
Lecturer: Elena Pruvli
Tallinn 2008
Public relations (PR) is the managing of internal and external communication of an organization to create and maintain a positive image and customer preference. It has become a very important marketing tool and it is moving into an explosive growth stage. Companies have started to realize that PR holds the promise of a cost-effective promotional tool – the creative use of news events, publications, social events, community relations and other PR techniques offers companies a way to distinguish themselves and their products from their competitors. Effective PR can influence a vast range of different groups of people, encouraging them to buy the specific product or service – every private sector company wants to be the best, so it is important to pay attention on its communication with the public. In the U.S. today, approximately 122 000 people are employed full time in the public relations field. There are five main activities of public relations in tourism; press relations, product publicity, corporate communication, lobbying and counselling; which help institutions to cope successfully with many problems, to build prestige, to promote products, and to win legislative battles.
Firstly, I will concentrate on press relations. The aim of it is to place newsworthy information into the news media to attract attention to a product or service. Press relations has become very popular in the tourism and hospitality industry because of its credibility. A favourable article about a hotel in the newspaper definitely has more impact on the consumers than an advertisement written by the hotel’s management. That is why companies and also consumers have started to pay more...