The document discusses the challenges of public relations for sustainable tourism. It defines sustainable tourism as travel that directly benefits local people, saves resources, and allows tourists to experience natural environments. Some challenges include addressing greenwashing, transparency, and explaining the vague concept of sustainability. The document recommends managing stakeholders, combining forces with others, engaging in dialogue, being transparent, clearly defining sustainability, and embracing it as an ongoing process to overcome these challenges.

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 2012
Donnerstag, 29. November 12

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
communication
Donnerstag, 29. November 12

3. www.oldyoungsea.com www.nomadearth.com/eatsurflive
Donnerstag, 29. November 12

4. Definition
Sustainable Tourism
Feluke am Nil, 1906
Burton Holmes, Reiseberichte
Donnerstag, 29. November 12

5. Travels (touristic activities)
directly benefiting the
people in the destination
Alltagsdefinition bei Nomad Earth
Foto: Weltweitwandern
Donnerstag, 29. November 12

6. Travels saving resources –
slow mobility, small
accommodation, fewer
artificial touristic attractions,
experiencing natural
environments Alltagsdefinition bei Nomad Earth
Donnerstag, 29. November 12

7. Traveling for activities:
Surfing, Trekking, Kajaking
und everything being
great fun and good for you
Alltagsdefinition bei Nomad Earth
Donnerstag, 29. November 12

8. Challenges for PR in
Sustainable Tourism
Donnerstag, 29. November 12

9. Open Dialogue
Donnerstag, 29. November 12

10. Transparency
Donnerstag, 29. November 12

11. Problem:
Greenwashing
Donnerstag, 29. November 12

12. normative Ethics
vs.
systemic Ethics
„You don‘t have to!“
vs.
„It depends on“
Donnerstag, 29. November 12

13. Sustainability =
loose concept / elastic term
Donnerstag, 29. November 12

14. Sustainability = term in
desperate need of explanation
Donnerstag, 29. November 12

15. Sustainability is facing critical
public opinion as well as easy
to convince public
Donnerstag, 29. November 12

16. How can these challenges
be mastered with (Online)
Public Relations?
Donnerstag, 29. November 12
?

17. first things first
Public Relations is...
Donnerstag, 29. November 12

18. PR is the practice of
managing information
between an individual
or an organization and
the public.Wikipedia
Donnerstag, 29. November 12

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 there
Donnerstag, 29. November 12

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 way
Donnerstag, 29. November 12

21. Sustainable Public Relations
for Sustainable Tourism
has to be understood as an
Ongoing
Stakeholder
Management
Donnerstag, 29. November 12

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
Tourists
Donnerstag, 29. November 12

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 entities
Donnerstag, 29. November 12

24. combine forces
Donnerstag, 29. November 12

25. combine forces
Donnerstag, 29. November 12

26. participate & engage
Donnerstag, 29. November 12

27. participate & engage
Donnerstag, 29. November 12

28. be transparent
Donnerstag, 29. November 12

29. define & discuss
sustainability
Donnerstag, 29. November 12

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. 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 2012
Donnerstag, 29. November 12