Sample Report on Public Relations By Global Assignment Help

Sample Report
On
Public Relations

TABLE OF CONTENTS
INTRODUCTION .......................................................................................................................... 1
ASSIGNMENT 1............................................................................................................................ 1
Role of PR to travel and tourism................................................................................................. 1
Range of publics within a travel and tourism context................................................................. 3
Importance of public relation to travel and tourism to tourist organization ............................... 4
Range of public relation and promotional skills......................................................................... 4
Public relation plan with objectives............................................................................................ 6
Evolution of public relation plan ................................................................................................ 7
ASSIGNMENT 2............................................................................................................................ 9
Range of use of media in public relation .................................................................................... 9
Relationship between public relation and media ........................................................................ 9
Media used with different PR techniques in tourism and travel context .................................. 10
CONCLUSION............................................................................................................................. 12
REFERENCES ............................................................................................................................. 13

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INTRODUCTION
Travel and tourism is continuously serving to public, which is hard to manage. This is the
reason tourism organizations are hiring PR persons and using PR and promotion. It provides
better opportunity to business and help in building brand image. In this researcher will focus on
PR activities of Thomas Cook Group Plc while working in Australia. It is British Global travel
and tourism firm that provide wide range of services. Company control its business from
England. Organization was shaped on 19 June 2007 with combination of Thomas Cook AG and
My Travel Group Plc (Laskin, 2012). The holder of Thomas Cook Ag has purchased 52%
distribute of new group. Firm offers services in travel and tourism sector with services of travels,
hospitality, etc. It has some divisions that serve in tourism industry like, vacation division, trade,
airlines, etc.
Australia is island of Tasmania with holding of various small islands. Tourism is a key
part of Australia and plays a important role in nation economy. Australian government is also
targeting international market by using PR and promotions. There are some popular destinations
in Australia like, coastal cities of Sydney and Melbourne. It also includes some high profile
regional tourist destinations like, Queensland, gold coast, ski ranges and Great Barrier Reef
(Meng, 2014).
This paper will also spot on use of media in public relations that can be applied to travel
and tourism. Furthermore, it also consist public relation plan for Thomas Cook Group Plc.
ASSIGNMENT 1
Role of PR to travel and tourism
Public relation is part of promotional mix and closely related to advertising. It makes
people aware about products, business. It is kind of attraction activity that help organizations in
enhance of business. Public relation plays a key role in tourism and travel industry by providing
supportive marketing activities for better integrated marketing communication. Tourism industry
is divided in several sectors like, travel, tourist destinations, hotels and restaurants (Kruckeberg,
2005). These all sectors have their specific audience and they can use different PR strategies for
growth in business. The most important role of public relation is to build positive perception

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about destination between customers. Thomas Cook Group Plc can use PR to target audience and
attract them to visit Australia. The success of business is depends on how company is conveying
their message to public.
Other than this, public relation another role is to attract customers and make them feel
entertained or comfortable after visiting the Australia. The primary role of PR in Thomas Cook
Group Plc is to provide effective support to marketing activities and expect increase in sales. It
will reduce cost of firm and motivate to have better relation with public for improvement or
growth in business. Public relation will also motivate company to meet the expectation of
Australia tourism by having a boost in number of visitors. It is a different marketing tool and
technique that will help Thomas Cook in better promotion of its services while working in
Australia (Kruckeberg, 2005). This will also create a better opportunity for company to launch
new services and have increase in visitors to destination. It has also been identified that
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competition is increasing day by day and it became essential for firm to use public relation tools.
It also creates awareness about current products and service between customers. The aim of
public relation is to build good reputation of brand and destination with having a more attention.
It improves control and reduces the cost of advertising.
Range of publics within a travel and tourism context
Public relation is also known as complementary method to media advertising that helps
travel and tourism industry in promotion of business. It has been identified that public relation
tools is viewed as positive and essential element for sector. The efficient public relation tool
work for establishing reliability within firm before taking an action for media and other methods.
Thomas Cook is motivated to exploit wide range of innovative subjects.
Other explanation might be that Public relation is all about changing opinion and
behaviour of customers towards brand and destination. It is necessary for Thomas Cook Group
Plc to maintain goodwill and have mutual understanding between company and its public or
customers. Public relation is a two way communication activity that helps in development of idea
and transforms it into business. The range of public in travel and tourism industry is depending
on targeted audiences (Hill, 2013). It is because company can target customers of different
segments according to needs of destinations. For example, Thomas cook is targeting leisure
travellers to have visit in Australia. While on other side, company is also targeting business
travellers who are visiting Australia for business purpose. In this situation company is having
range of public that is divided in two segments. It is also important for organization to develop
mutual understanding between public with having a consideration of local residents, policy
makers, other industry and business.
The range of public can also boost the business of tourism industry in Australia by having
an alignment of activities with meeting the needs of local authorities. It is necessary for Thomas
Cook Group Plc to have strong relationship with local public. Company can focus on local travel
operators and businesses for better services in car rentals, hotel services, etc (Khodarahmi,
2009). Other than this, the green business practice will also help firm in building relation with
local public of Australia and that will boost the business of Thomas Cook Group Plc.

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Importance of public relation to travel and tourism to tourist organization
Public relation is one of important promotional tool that can boost business of Thomas
Cook Group Plc while working in Australia. It works for multiple purposes like, promotion of
event, promotion of destination, enhancing reputation, make business responsible. Other than
this, it will also detract attention of public from different negative activities. This is essential for
company because it can be used as alternative promotional tool. It aim is to promote business
and destination with creating a positive impact on public. This will also help business in
promotion of new activities with having change in objectives, management, etc (Bernays, 2013).
Thomas Cook Group Plc can give promotion through use of press in different manner like, press
release, conference, sponsorships, etc. Public relation is important for company because it helps
in gaining competitive edge with new innovation in business.
While on other hand public relation tool also improve communication system of firm. It
is necessary for every business to have better internal and external communication. This tool can
be used in both communications. It will improve morale of employees and improvement in
morale lead to increase in quality of services. Thomas Cook Group Plc can use public relation
tool for having a better communication with customers and shareholders. This can be done
through use of media releases, conferences and special invitation to holders at sponsored events.
Other than this, public relation is also essential for company because it will create awareness
between public about Australia as well as company working (Bernays, 2013). This also builds
trust between all shareholders and customers. It also protects organization from any crisis that
can affect business. For example, company was promoting his service in Australia in wrong way
and that is affecting the business, in this case effective PR of Thomas cook will identify the
reason behind failure and motivate to have promotion in correct way without any occurs of
cultural or other issue. This will also improve the satisfaction level of customer and local
authorities.
Range of public relation and promotional skills
It has been identified that success of effective public relation activity need some skills
that is engaged with people. It is important for business to have better quality of information. The

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better quality of information will motivate firm to have better understanding of needs and helps
in promotion of services. Other than this, it has also determined that PR person must have ability
of recognizing opportunities. The important part to study is person creativity and result of
activity. The better creativity will decrease the business of competitors (Henslowe, 2003).
Improvement in these skills occurs from education, experience, study and practice in travel and
tourism industry.
It has also been spotted that effective PR and promotion skills include use of technology
in effective manner before use having an approach of competitors. It is because technology will
allow Thomas Cook to target customers of world. It includes company website, social networks
and blogs to have better relation with public. This skill can be applied by firm in practice of
public relation. Company can have traditional press release and media kits to have flow of
information and attract more customers to Australia.
The most critical skill is finding information to have better understanding of needs.
Media and press is only interested in colourful and well written information or stories. This
shows that company PR has to find correct information that is useful for media as well as
customers. The information must present to PR person in right way and data must be valuable
otherwise, this will affect operation of firm and its promotion activity (Smith, 2004). Effective

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public relation also requires correct ability to present information. For example, The PR person is
not well skilled in presentation and he is presenting information to media. In this case media or
public can get confused due to less writing skills, grammar problems, etc. It is essential for
Thomas Cook Group Plc to ensure that person is having an ability to write grammatically
correct, and present information in innovative manner.
Public relation plan with objectives
PR plan for cultural tourism
It has been identified that the Australia visit is incomplete without visiting top
destinations which consist history, culture and heritage of nation. The history, culture and
heritage are major consideration in terms of policy that these also help in attracting more
customers. The tourist destinations are those places where person decide to stay and have better
experience of different features (Bowen, 2014.). Australia is island and consist number of
beaches that can attract more visitors to nation. Thomas Cook Group Plc can have campaign for
promotion for tourism in Australia with consideration of cultural aspects.
General objective of cultural tourism
The major aim of campaign is to improve domestic tourism in Australia through
exclusive promotion of cultural activities. Other than this, the general objective of this plan and
campaign are:
 To boost cultural tourism as a form of tourism to have increase in nation identity and
individuality.
 To establish a tourism activity that can represent the cultural aspects of Australia.
 To encourage people towards cultural visits and activities and improve the portfolio of
travel and tourism sector.
 To express cultural strength of nation to world with having contribution in economy.
Target market
The campaign can be classified in three categories like, high street, cosmopolitans and
discoverers. It has been identified that high street and cosmopolitans are more attracted towards

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art and culture of different nations. While on other side, discoverers will visit Australia for new
experiences (John Foster, 2005).
Types of media to be used
There are number of promotional channels that can be used by Thomas Cook Group Plc
for campaign such as, electronic media. Electronic media is consisting of social media, blogs,
media outreach, social sites, etc. It has been determined that high streets mostly follow tourism
trends, so company can promote its service over corporate blogs and social media. While on
other hand, to attract discoverers company can organize events, concerts to attract more
customers (Kent, 2008).
Budget
Resource Amount £
Campaign materials 81, 389.58
Promotional activities 24, 116.88
PR activities 16, 277.92
Other activities 40, 694.79
TOTAL 162, 479.17
Evolution of public relation plan
It is necessary for every firm to have evolution of different activities. It can be done
through monitoring. Other than this, evaluation of campaign is classified in formative, process
and outcome. This is to identify that whether the key public has understood the message of
campaign. Thomas Cook Group Plc can develop semi-structured questionnaire to understand the
level of success. This process is conducted after outcome of campaign (Green, 2007). It will also
make understand company about behaviour of public that is beneficial can be helpful for
company.
Company has promoted the campaign and also conducted evaluation process of activity.
In evaluation process it has been identified that company has used various communication
channels for promotion. Campaign has allowed company to find an economical way to target
audience and have increase in business. The evaluation of plan has also spotted that there is
increase in number of customers or visitors to Australia. Thomas Cook Group Plc has achieved

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its goal and had an increase in business. High streets and discoverers became more trustworthy
towards company and they are using their services to have visit in Australia (Green, 2007).
It has also increased the awareness between customers about local destinations. This has
positively affected the economy of nation. Company has also gained competitive edge in hard
market, it also provides an ability to manage various activities for better success of business.
Other than this, public relation will also improve communication system of firm and motivate
firm to meet the expectations of customers. Improvement in communication system has also
improved relation between company and public. It has also spotted that campaign has also
improved relation between stakeholder and employees. The individual benefit of activity is that
employees are now more experienced and well skilled. Media has become more interested in
press releases and conference that are related to tourism and travel industry (Henslowe, 2003).
This has also improved the skills of public relation person, he became well skilled in writing
press release.

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ASSIGNMENT 2
Range of use of media in public relation
It is necessary for every firm PR to have proper use of communication channel for better
success of business. Public relation characteristics have changed, it is not about meeting people
face to face. It is about use of internet and other tools to have better relation with public. There
are some channels of communication such as, printed media, broadcasting, electronic media and
sponsorship. Firstly, printed media means Thomas Cook Group Plc can target its customers with
having a proper use of news papers, magazines, journals and catalogues. These mediums play a
key role in advertising. For example, company has acquired new hotel in Australia then firm can
have press release in news papers (Henslowe, 2003). Other than this, company can also give
advertisement in magazines and other print media. Printed press have an ability to cover large
amount of public at very low cost or low investment.
Secondly, come to broadcasting, it includes radio, television, cinema, etc. In this,
communication medium company can broadcast information or service on these channels.
Television has ability to cover large number of public in less time. It is interactive in nature and
boosts the sale of firm. Radio is listened by number of audience, public can hear news and other
information at anywhere with having a use of radio over phone (Green, 2007). Thomas Cook can
also advertise its service and information over television and in middle of movie intervals.
Other than this, the most effective medium is electronic medium. In this medium
company can promote its products and service at very low cost with having a use of website,
social media, direct e-mail, etc. This will provide live customers on real time operation for
having a boost in business. At last, organization can also use sponsorship as one of promotion
medium. In this Thomas Cook will invest money in some events, concerts, social activities, etc.
Relationship between public relation and media
The relationship between media and public relation industry is very crucial and complex.
But it can also be said that this relationship is necessary for both industry for better operation.
The media is believes to be support system of public relation industry because it flows
information between customers. Media industry is one of medium to flow a information in

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audience. The public relation department of every organization need help of media industry for
publish of information. This assists the organizations to create the most significant path for
communication with the community (Henslowe, 2003). The media provides return, so the supply
of public relation and organization is depend on media. Other explanation might be that public
relation provides material to circulate and air information. The principal aim is to build contact
between organizations, the media and PR departments can organize the information which the
media want.
Media and public relation both are support system for each other that help organizations
in boosting their business. The absence of any factor can affect the business of organization. In
other words, it can be said that the changes in one industry will affect the working of another
one. One of the generally vital tools for bringing comfortable condition to medium is the press
release. The principal provider of information and content is the UK and Australia Press
association. The Press union supplies information about all the trade organizations and
customers can promise to its information and reports (Smith, 2004). Most of the Press society
information is shaped by its system of staff counting journalists and photographers. This
possesses objectivity that assists to create its reputation. The independence of the Press union is
negotiated by its connection with the PR industry.
Media used with different PR techniques in tourism and travel context
It is suitable for the community relative officers to outline the best medium to operate in
order to come up with finest grades. For example, a number of stories are superiorly suitable for
newspapers as different to the television when they approach to public. This time PR person
needs to establish which one is more opportune. Thomas cook can choose electronic media for
promotion of business. It includes various electronic mediums to have advertisement of service
and products. It includes social media, networking, mobile, direct mail. It will improve
communication system of organization for better convenience and flow of information (Smith,
2004).
In other words, it can be said that use of social media will help company in compilation
of information. Organization can garb more attention of potential customers and increase the

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image brand. This will also allow firm to respond to public in more effective and efficient
manner. The use of internet and social media will also reduce the cost of traditional
advertisement. In this medium company can boost the business by promoting its business over
various websites, blogs, etc (Theaker, 2004). This will improve customer service and customers
can have direct contact with organization. Customers can have information about tour plans and
other information about Australia tour thorough video chat, etc. In this, company can hire
customer representative for better experience of guests. It will also improve the loyalty of
company and motivate customers for retention.
For example, Thomas Cook Group Plc has launched new service for attraction in
Australia and company is promoting its service over social networking sites other internet
mediums. This will allow customers to have direct contact with firm and reduce the investment
as well as increase the loyalty of business (Theaker, 2004). This shows that electronic media is
best medium to have success in business.

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CONCLUSION
As per above study it can be concluded that public relation plays an important role in
every business and helps in business expansion as well as growth. This will also allow Thomas
Cook Group Plc to have quick profit with having a consideration of changes in circumstances.
There are several communication mediums that organization can use for have success and
effective public relation such as, print media, social media, broadcasting, etc. It has also been
identified that it is necessary for every firm to have great relationship with media industry and
PR industry. It is because both plays a role of supportive system and boost the business of travel
and tourism industry.

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REFERENCES
Journals
Rovert, C., Publicity and advertising: what matter most for sales?. European Journal of
Marketing. 48(11/12). pp. 1986–2008.
Carneiro, E., 2011. Petrobras' study of publics: a step towards achieving the company's strategic
vision for 2020. Corporate Communications: An International Journal. 16(3). pp. 192–203.
Gürel, E., 2010. A conceptual model for public relations in museums. European Journal of
Marketing. 44(1/2). pp. 42–65.
Hill, B., 2013. Public Relations. Journal of Communication Management. 17(1). pp. 92–93.
Khodarahmi, E., 2009. Strategic public relations. Disaster Prevention and Management: An
International Journal. 18(5). pp. 529–534.
Kruckeberg, D., 2005. Public relations, not propaganda, for US public diplomacy. Journal of
Communication Management. 9(4). pp. 296–304.
Laskin, A., 2012. Public relations scales: advancing the excellence theory. Journal of
Communication Management. 16(4). pp. 355–370.
Meng, J., 2014. Unpacking the relationship between organizational culture and excellent
leadership in public relations: An empirical investigation. Journal of Communication
Management. 18(4). pp. 363–385.
Books
Bernays, E., 2013. Public Relations. University of Oklahoma Press.
Bowen, S., 2014. An Overview of the Public Relations Function. Business Expert Press.
Green, A., 2007. Creativity in Public Relations. Kogan Page Publishers.
Henslowe, P., 2003. Public Relations. Kogan Page Publishers.
John Foster, J., 2005. Effective Writing Skills for Public Relations. Business Expert Press.
Smith, R., 2004. Strategic Planning for Public Relations. Taylor & Francis.
Smith, R., 2013. Becoming a Public Relations Writer. Routledge.
Theaker, A., 2004. The Public Relations Handbook. Psychology Press.

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Online
Carter, J., 2012. Public relation understanding. [Online]. <Available through:
http://publicaffairsjobs.blogspot.in/ >. [Accesed on: January 16th
, 2015].
Kent, M., 2008. Critical analysis of blogging in public relations. [Online]. <Available through:
http://www.sciencedirect.com/science/article/pii/S0363811107001610 >. [Accesed on:
January 16th
, 2015].

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