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 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. 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.” Hilton International defines PR as “the process by which we create a positive image and customer preference through third-party endorsement.”

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

Disadvantages difficult to arrange consistently difficult to arrange consistently lack of control lack of control

Publicity It is a direct function of PR. 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. 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.

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

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. 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. 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.

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

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. 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. Speeches: company executives answer the questions from the media or give talks at trade associations or sales meetings.

Special events: ranging from news conferences, receptions, press tours (fam trips), grand openings… to reach and interest target publics. 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. 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… 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, 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,

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. 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.

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

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

PR Opportunities for the Hospitality Industry Individual properties; stories in the hotel Individual properties; stories in the hotel Build PR around the owner/operator Build PR around the owner/operator Build PR around location 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. 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.

Sources McCabe, S. (2009). Marketing Communications in Tourism and Hospitality: Concepts, Strategies and Cases. Butterworth-Heinemann: Oxford. 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. (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.; 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. Kotler, P. and Armstrong, G. (2010) Principles of Marketing (13th ed.). Prentice Hall: New Jersey.