Challenges for (Online) PR          in Sustainable Tourism          ... or how can we communicate sustainably and         ...
Content                       Introduction                       Definition sustainable tourism                       sust...
www.oldyoungsea.com   www.nomadearth.com/eatsurfliveDonnerstag, 29. November 12
Definition                              Sustainable Tourism                                            Feluke am Nil, 1906...
Travels (touristic activities)         directly benefiting the         people in the destination                          ...
Travels saving resources –        slow mobility, small        accommodation, fewer        artificial touristic attractions...
Traveling for activities:             Surfing, Trekking, Kajaking             und everything being             great fun a...
Challenges for PR in      Sustainable TourismDonnerstag, 29. November 12
Open DialogueDonnerstag, 29. November 12
TransparencyDonnerstag, 29. November 12
Problem:                       GreenwashingDonnerstag, 29. November 12
normative Ethics         vs.   systemic Ethics               „You don‘t have to!“                        vs.              ...
Sustainability =           loose concept / elastic termDonnerstag, 29. November 12
Sustainability = term in       desperate need of explanationDonnerstag, 29. November 12
Sustainability is facing critical         public opinion as well as easy         to convince publicDonnerstag, 29. Novembe...
How can these challenges    be mastered with (Online)    Public Relations?Donnerstag, 29. November 12                     ...
first things first     Public Relations is...Donnerstag, 29. November 12
PR is the practice of                   managing information                   between an individual                   or ...
some characteristics of    Online Public Relations                       can be „cheap“                       personal ins...
Sustainable   Public Relations     trust and longterm     relationships                                  ?    Public Relat...
Sustainable Public Relations                                for Sustainable Tourism                               has to b...
Stakeholder Management                                                     Organizations                                 A...
5 Strategies for    Successful Online PR in    Sustainable Tourism                     1. combine forces                  ...
combine forcesDonnerstag, 29. November 12
combine forcesDonnerstag, 29. November 12
participate & engageDonnerstag, 29. November 12
participate & engageDonnerstag, 29. November 12
be transparentDonnerstag, 29. November 12
define & discuss   sustainabilityDonnerstag, 29. November 12
embrace sustainability   it‘s a process                                                   Interpretation   I&A   I&A      ...
Challenges for (Online) PR          in Sustainable Tourism          ... or how can we communicate sustainably and         ...
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Challenges for Online PR & Marketing in Sustainable Tourism

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Gastvortrag an der FH Gleichenberg über die Herausforderungen für Public Relations und Marketing im Nachhaltigen Tourismus, Ökotourismus, Fair Trade Tourismus. Der Fokus lag auf Online bzw. Social Media Aktivitäten.

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Challenges for Online PR & Marketing in Sustainable Tourism

  1. 1. Challenges for (Online) PR in Sustainable Tourism ... or how can we communicate sustainably and successfully in tourism? Mag. Andreas Jaritz Nomad Earth Media www.nomadearth.com 27. November 2012Donnerstag, 29. November 12
  2. 2. Content Introduction Definition sustainable tourism sustainable communication vs. communication in sustainable tourism What is (online) public relations? Cornerstones for successful (online) communications in tourism Use-cases successful online communicationDonnerstag, 29. November 12
  3. 3. www.oldyoungsea.com www.nomadearth.com/eatsurfliveDonnerstag, 29. November 12
  4. 4. Definition Sustainable Tourism Feluke am Nil, 1906 Burton Holmes, ReiseberichteDonnerstag, 29. November 12
  5. 5. Travels (touristic activities) directly benefiting the people in the destination Alltagsdefinition bei Nomad Earth Foto: WeltweitwandernDonnerstag, 29. November 12
  6. 6. Travels saving resources – slow mobility, small accommodation, fewer artificial touristic attractions, experiencing natural environments Alltagsdefinition bei Nomad EarthDonnerstag, 29. November 12
  7. 7. Traveling for activities: Surfing, Trekking, Kajaking und everything being great fun and good for you Alltagsdefinition bei Nomad EarthDonnerstag, 29. November 12
  8. 8. Challenges for PR in Sustainable TourismDonnerstag, 29. November 12
  9. 9. Open DialogueDonnerstag, 29. November 12
  10. 10. TransparencyDonnerstag, 29. November 12
  11. 11. Problem: GreenwashingDonnerstag, 29. November 12
  12. 12. normative Ethics vs. systemic Ethics „You don‘t have to!“ vs. „It depends on“Donnerstag, 29. November 12
  13. 13. Sustainability = loose concept / elastic termDonnerstag, 29. November 12
  14. 14. Sustainability = term in desperate need of explanationDonnerstag, 29. November 12
  15. 15. Sustainability is facing critical public opinion as well as easy to convince publicDonnerstag, 29. November 12
  16. 16. How can these challenges be mastered with (Online) Public Relations?Donnerstag, 29. November 12 ?
  17. 17. first things first Public Relations is...Donnerstag, 29. November 12
  18. 18. PR is the practice of managing information between an individual or an organization and the public.WikipediaDonnerstag, 29. November 12
  19. 19. some characteristics of Online Public Relations can be „cheap“ personal instead of anonymous dialogue centric communication peer communication everybody can participate what‘s out there, remains out thereDonnerstag, 29. November 12
  20. 20. Sustainable Public Relations trust and longterm relationships ? Public Relations in Sustainable Tourism address to specific needs and challenges of industry reject the 15 mins of fame use tools of PR to communicate and connect with the public public relations = relations with the public use resources in a smart wayDonnerstag, 29. November 12
  21. 21. Sustainable Public Relations for Sustainable Tourism has to be understood as an Ongoing Stakeholder ManagementDonnerstag, 29. November 12
  22. 22. Stakeholder Management Organizations Activists Financiers/Owners Landlords Employees Touristic Entity Destination/Origin educates | informs | justifies | Community Government advertises | delegates Suppliers „The Media“ Customers Prospects TouristsDonnerstag, 29. November 12
  23. 23. 5 Strategies for Successful Online PR in Sustainable Tourism 1. combine forces 2. participate and engage in the dialogue 3. be transparent 4. define & discuss sustainability 5. embrace the process start now - never stop applies especially for „smaller“ touristic entitiesDonnerstag, 29. November 12
  24. 24. combine forcesDonnerstag, 29. November 12
  25. 25. combine forcesDonnerstag, 29. November 12
  26. 26. participate & engageDonnerstag, 29. November 12
  27. 27. participate & engageDonnerstag, 29. November 12
  28. 28. be transparentDonnerstag, 29. November 12
  29. 29. define & discuss sustainabilityDonnerstag, 29. November 12
  30. 30. embrace sustainability it‘s a process Interpretation I&A I&A P2 P1 Preconception & Action 1 2 Hey, it‘s a Hermeneutic Circle!Donnerstag, 29. November 12
  31. 31. Challenges for (Online) PR in Sustainable Tourism ... or how can we communicate sustainably and successfully in tourism? Mag. Andreas Jaritz Nomad Earth Media www.nomadearth.com 27. November 2012Donnerstag, 29. November 12
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