PR Darling! The art of Public Relations and Promotion

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PR Darling! The art of Public Relations and Promotion

  1. 1. Public Relations in the Tourism Industry and How The Media Works
  2. 2. Public Relations is crucial in supporting your organisations - no matter how big or small. It can truly position you streets ahead of your competitors and contribute to bottom line sales. No matter how excellent your products and services are - in order to achieve success, you must have effective targeted communications. Public Relations In The Tourism Industry
  3. 3. How can PR contribute to the bottom line...yes…that wonderful thing called “revenue”. It is no coincidence that companies increase their public relations efforts in tough economic times and when business is not booming. Public Relations In The Tourism Industry
  4. 4. TYRRELL PUBLICITY AND PROMOTIONS WHO ARE WE? Tyrrell Publicity & Promotions are public relations specialists in the travel and hospitality fields. We Provide: Media Relations Publicity and Promotional Strategy and Execution Corporate Image Re-Branding Company/Management Profiles Management and Promotion of Events and Product Launches Writing, Editing and Dissemination of all Media Releases/Information Crisis Management We do more than just PR! Public Relations In The Tourism Industry
  5. 5. TYRRELL PUBLICITY AND PROMOTIONS WHO ARE WE? 15 Years of Experience Ansett Australia Hilton Hotels Austereo Radio Network Oberoi Group of Hotels Public Relations In The Tourism Industry
  6. 6. SO WHAT ARE SOME OF THE COMMON QUESTIONS ASKED? PR Vs Advertising PR offers Third Party Credibility, something advertising never can. Editorial features are Priceless, a tactic that PR offers. Advertising is paid and PR is not, the skill of a PR practitioner is the ability to pitch a story to a journalist or newsroom. Public Relations In The Tourism Industry
  7. 7. SO WHAT ARE SOME OF THE COMMON QUESTIONS ASKED? Is PR Accountable and Can it Contribute to My Bottom Line? Are they proactive? Are they getting the job done efficiently? Am I getting return for my investment? Public Relations In The Tourism Industry
  8. 8. TYRRELL PUBLICITY AND PROMOTIONS RESULTS Tyrrell Publicity and Promotions have achieved amazing results both within Victoria and interstate on travel TV programs such as: Getaway Postcards Coxy on Tour Great Outdoors Editorial features on these programs have generated sales between $10,000 and up to $50,000. Public Relations In The Tourism Industry
  9. 9. DOES MY TOURISM OPERATION NEED PR? In order to determine whether your organisation needs PR, you must ask yourself these questions? Is your company about to launch a new product/service/attraction? Do you have value-for-money packages/events that need to be communicated to national TV audience or to key travel pages and lifestyle magazines? Are you about to complete a major refurbishment of your property? Would appearing in a nationally syndicated newspaper column/TV network help bring credibility/exposure to your company’s products/services? If you answered yes to any of these questions…you need PR to position you against your competitors. Public Relations In The Tourism Industry
  10. 10. WHAT CAN A PR CONSULTANCY PROVIDE? Tyrrell Publicity and Promotions has an enviable association with all major Australian media. PR Professionals “live and die” by their media contacts, these contacts bring invaluable resources to your organisation. Tyrrell Publicity and Promotions vast experience, over 15 years, allows us to determine “what the media want”. The following is a checklist of how you can better be prepared when handling the media in terms of your products and services. Public Relations In The Tourism Industry
  11. 11. REAL LIFE FACTS OF THE MEDIA 80% of what you read in newspapers, hear on radio or see on television news and current affairs programs, comes from public relations or a media release. Editorial is far more believable than an advertisement. Journalists are human Public Relations In The Tourism Industry
  12. 12. HANDY HINTS & TIPS WHEN DEALING WITH THE MEDIA Know your specialist media and nurture your contacts. Know your media’s deadlines. Know how to create and maximise publicity for an event. Know what the media want for a story and deliver only that. Know the facts and be accurate when providing direct quotes. Public Relations In The Tourism Industry
  13. 13. HANDY HINTS & TIPS WHEN DEALING WITH THE MEDIA Strike a balance - following through with journalists Vs. nagging the hell out of them. Keep abreast of specialist rounds people. Target “the written word”. Be a gatekeeper - a go between. Be a reliable source of information and create an air of “industry authority”. Public Relations In The Tourism Industry
  14. 14. HANDY HINTS & TIPS WHEN DEALING WITH THE MEDIA Be prompt and available. When conducting interviews or journalist briefings, always re-emphasise key points. Know the facts and be abreast of all industry developments. Don’t think your refusal to respond to a journalist’s enquiries will kill a negative industry story. Remember, there will be times when your aims and the media’s are incompatible. Public Relations In The Tourism Industry
  15. 15. KEY STRATEGIES WE USE TO LAUNCH NEW BRANDS Distribute regular informative media releases to key travel writers, columnists and radio announcers. Media Drops. Invite and encourage key media to visit the property. Implement sales promotions and consumer competitions in key print/electronic media. Facilitate media interviews with key personnel. Create events/stunts at the property that may attract media attention. Public Relations In The Tourism Industry
  16. 16. PR MEDIA RESULTS TV Travel Programs Ramada International / Bali Media Trip Clippings Radio Public Relations In The Tourism Industry

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