Travel and Tourism Public Relations
An Introductory Guide for Hospitality Managers
- 1st Edition - October 13, 2005
- Latest edition
- Author: Dennis E. Deuschl
- Language: English
The opening chapter explains the recent growth of industry PR, and travel & tourism news coverage which today focuses on the considerable economic benefits of the indust… Read more
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Description
Description
The opening chapter explains the recent growth of industry PR, and travel & tourism news coverage which today focuses on the considerable economic benefits of the industry. Additionally, it reviews the leading news media that covers the industry, the primary PR tools and audiences, and details the factors leading to PR's new prominence across the industry. It also provides informative sidebars with lists of key industry print media, top travel agencies, plus a Travel Industry Association of America case study of a post-9/11/2001 campaign to restore American confidence in travelling. It also includes a composite definition of PR, and tells how PR is a discipline distinctively different from publicity, propaganda, advertising, and marketing. The author notes how, over the past decade due to economic conditions, PR in many cases has been integrated with marketing communications and played an important role in both strategic and tactical marketing activities.
Following this overview, the ensuing five chapters examine communications model specifics that are of special importance to the industry's major sectors: hotels/lodging establishments; restaurants; tourist attractions/destinations; and transportation services. Each of these sectors have their own
special messages, PR tools, and audiences. For example, meeting planners and travel agents are of most importance to hotels, while travel agents are of little importance to airlines and restaurants. Also included is a chapter about what travel employers should understand about PR
The chapters will be followed by appendices that will include:
The top 30 U.S. Travel & Tourism Professional/Trade Associations; and the Leading U.S. Travel & Tourism Universities.
Following this overview, the ensuing five chapters examine communications model specifics that are of special importance to the industry's major sectors: hotels/lodging establishments; restaurants; tourist attractions/destinations; and transportation services. Each of these sectors have their own
special messages, PR tools, and audiences. For example, meeting planners and travel agents are of most importance to hotels, while travel agents are of little importance to airlines and restaurants. Also included is a chapter about what travel employers should understand about PR
The chapters will be followed by appendices that will include:
The top 30 U.S. Travel & Tourism Professional/Trade Associations; and the Leading U.S. Travel & Tourism Universities.
Key features
Key features
* Provides a comprehensive how-to guide for travel & tourism PR practitioners to increase profits and enhance the visibility and image of their company or client
* Introduces the key domestic/international media and audiences that PR pros in travel & tourism need to target, plus what the best PR tools are to use -- including crisis communication -- along with case studies
* Addresses the unique communication challenges in each major industry sector as faced by travel & tourism PR professionals through perspectives from industry experts
* Features a dozen sidebar contributions by some of the industry's top PR experts and media stars
* Advises industry employers about the value of PR, what it is and is not, and suggests ways to identify PR talent
* Introduces the key domestic/international media and audiences that PR pros in travel & tourism need to target, plus what the best PR tools are to use -- including crisis communication -- along with case studies
* Addresses the unique communication challenges in each major industry sector as faced by travel & tourism PR professionals through perspectives from industry experts
* Features a dozen sidebar contributions by some of the industry's top PR experts and media stars
* Advises industry employers about the value of PR, what it is and is not, and suggests ways to identify PR talent
Readership
Readership
Professionals in travel and tourism public relations, upper-level undergraduates in tourism and public relations
Table of contents
Table of contents
FOREWORD: by Keith Bellows, executive editor, National Geographic Traveler, who will comment on the importance of PR to the travel & tourism industry.
CHAPTER 1: The Industry and PR's Role in It __
--The Industry's Scope __
--Economic Impacts Now Shape Industry News __
--PR Tools & Special Audiences/Publics __
SIDEBAR 1-1: PR, and Travel & Tourism PR Tools __
SIDEBAR 1-2: Travel & Tourism PR Audiences __
SIDEBAR 1-3: Top 10 Travel Agencies __
SIDEBAR 1-4: International Travel Press: The Rules Are Different __
SIDEBAR 1-5: 10 Ways To Manage Communication in a Crisis __
--What PR Is, And Is Not __
SIDEBAR 1-6: In-House PR Vs. Outside Agency/Consultant Support __
--PR Is Not Publicity, Propaganda, Marketing, or Advertising __
--PR's Rich Hundred-Year Heritage __
--Marketing & PR Synergies __
ADDITIONAL PR SOURCES __
CHAPTER 2: PR At Hotels & Lodging Establishments __
SIDEBAR 2-1: How to Use PR to Grow an Award-Winning B&B __
PR TOOLS & AUDIENCES __
--Employees __
--Guests __
--Community Groups __
SPECIAL HOTEL PUBLICS __
--Travel Writers __
--Convention & Visitors Bureaus (CVBs) __
--Meeting Planners __
--Stockholders __
MORE PR TOOLS __
SIDEBAR 2-2: Press-Friendly Web Sites __
SIDEBAR 2-3: B-roll: An Essential, Cost-Effective PR Tool
In the Travel Biz __
--Trade Shows __
ABUNDANT MESSAGES/NEWS HOOKS __
SIDEBAR 2-4: Grande Lakes, Orlando--Redefining the Orlando
Experience __
--Stars and Diamonds __
--Trade Media Targets __
--Hotel Crisis Communication __
-more-
CHAPTER 3: Restaurant Public Relations __
--Fast-Food vs. Individual Restaurants __
SIDEBAR 3-1: Restaurant Openings & Beyond: Tips for
Creating and Continuing the Strong Buzz __
--Long-Term PR Efforts Are Key to Success __
--Critical Reviews __
SIDEBAR 3-2 : Communicating with a Food Reviewer __
--Typical Messages & Media Targets __
--Communicating in the Language of Food & Beverage __
CHAPTER 4: Transportation Public Relations __
AIRLINE PR __
--Internal PR Staffing & Organization __
SIDEBAR 4-1: Airline Media Relations: Buckle Up
For 'Round-the-Clock Turbulence ___
--Extensive Communications With Employees & Customers __
--Multi-Layered Media Targets __
CRUISE LINE PR __
--Cruise Industry Professional Associations __
--Soaring Industry Growth Benefits U. S. Economy __
--Multiple New Cruise Line Experiences __
--Similarities to the Practice at Hotels __
SIDEBAR 4-2: Launching of Queen Mary 2 __
--Cruise Line Media, Staffing & Crisis Planning __
CHAPTER 5: Destination/Tourist Attraction PR __
--Domestic Travelers & International Visitors__
--CVBs and State Tourism Offices __
SIDEBAR 5-1: How GMCVB Used PR to Promote Miami as a
Diverse Destination __
--The New "Niche Traveler" Market __
SIDEBAR 5-2: Cooperstown (N. Y.) -- More Than a Baseball Town __
SIDEBAR 5.3: Customizing "the Mouse"--- Or How Disney Found
Success With the Business Press __
--The National Park Service __
--The Importance of Truth in Crisis Communication __
CHAPTER 6:What Travel & Tourism Employers Should Understand About
PR __
-- The Value of PR __
--Hiring an In-House Practitioner __
--What You Should Know About the RFP Process __
--Selecting the Best Proposal for Your Organization __
--PR Firm Compensation __
--A Promising Future __
-more-
APPENDIX A: Selected Travel & Tourism Professional/Trade Associations__
APPENDIX B: The Industry's Response to 9/11. __
APPENDIX C: Key Travel & Tourism Print Media __
APPENDIX D: Selected U.S. Universities Offering Hospitality & Tourism & Tourism
Education (and Their Concentrations) __
APPENDIX E: Selected Industry Research/Statistical Sources __
CHAPTER 1: The Industry and PR's Role in It __
--The Industry's Scope __
--Economic Impacts Now Shape Industry News __
--PR Tools & Special Audiences/Publics __
SIDEBAR 1-1: PR, and Travel & Tourism PR Tools __
SIDEBAR 1-2: Travel & Tourism PR Audiences __
SIDEBAR 1-3: Top 10 Travel Agencies __
SIDEBAR 1-4: International Travel Press: The Rules Are Different __
SIDEBAR 1-5: 10 Ways To Manage Communication in a Crisis __
--What PR Is, And Is Not __
SIDEBAR 1-6: In-House PR Vs. Outside Agency/Consultant Support __
--PR Is Not Publicity, Propaganda, Marketing, or Advertising __
--PR's Rich Hundred-Year Heritage __
--Marketing & PR Synergies __
ADDITIONAL PR SOURCES __
CHAPTER 2: PR At Hotels & Lodging Establishments __
SIDEBAR 2-1: How to Use PR to Grow an Award-Winning B&B __
PR TOOLS & AUDIENCES __
--Employees __
--Guests __
--Community Groups __
SPECIAL HOTEL PUBLICS __
--Travel Writers __
--Convention & Visitors Bureaus (CVBs) __
--Meeting Planners __
--Stockholders __
MORE PR TOOLS __
SIDEBAR 2-2: Press-Friendly Web Sites __
SIDEBAR 2-3: B-roll: An Essential, Cost-Effective PR Tool
In the Travel Biz __
--Trade Shows __
ABUNDANT MESSAGES/NEWS HOOKS __
SIDEBAR 2-4: Grande Lakes, Orlando--Redefining the Orlando
Experience __
--Stars and Diamonds __
--Trade Media Targets __
--Hotel Crisis Communication __
-more-
CHAPTER 3: Restaurant Public Relations __
--Fast-Food vs. Individual Restaurants __
SIDEBAR 3-1: Restaurant Openings & Beyond: Tips for
Creating and Continuing the Strong Buzz __
--Long-Term PR Efforts Are Key to Success __
--Critical Reviews __
SIDEBAR 3-2 : Communicating with a Food Reviewer __
--Typical Messages & Media Targets __
--Communicating in the Language of Food & Beverage __
CHAPTER 4: Transportation Public Relations __
AIRLINE PR __
--Internal PR Staffing & Organization __
SIDEBAR 4-1: Airline Media Relations: Buckle Up
For 'Round-the-Clock Turbulence ___
--Extensive Communications With Employees & Customers __
--Multi-Layered Media Targets __
CRUISE LINE PR __
--Cruise Industry Professional Associations __
--Soaring Industry Growth Benefits U. S. Economy __
--Multiple New Cruise Line Experiences __
--Similarities to the Practice at Hotels __
SIDEBAR 4-2: Launching of Queen Mary 2 __
--Cruise Line Media, Staffing & Crisis Planning __
CHAPTER 5: Destination/Tourist Attraction PR __
--Domestic Travelers & International Visitors__
--CVBs and State Tourism Offices __
SIDEBAR 5-1: How GMCVB Used PR to Promote Miami as a
Diverse Destination __
--The New "Niche Traveler" Market __
SIDEBAR 5-2: Cooperstown (N. Y.) -- More Than a Baseball Town __
SIDEBAR 5.3: Customizing "the Mouse"--- Or How Disney Found
Success With the Business Press __
--The National Park Service __
--The Importance of Truth in Crisis Communication __
CHAPTER 6:What Travel & Tourism Employers Should Understand About
PR __
-- The Value of PR __
--Hiring an In-House Practitioner __
--What You Should Know About the RFP Process __
--Selecting the Best Proposal for Your Organization __
--PR Firm Compensation __
--A Promising Future __
-more-
APPENDIX A: Selected Travel & Tourism Professional/Trade Associations__
APPENDIX B: The Industry's Response to 9/11. __
APPENDIX C: Key Travel & Tourism Print Media __
APPENDIX D: Selected U.S. Universities Offering Hospitality & Tourism & Tourism
Education (and Their Concentrations) __
APPENDIX E: Selected Industry Research/Statistical Sources __
Product details
Product details
- Edition: 1
- Latest edition
- Published: October 13, 2005
- Language: English
About the author
About the author
DD
Dennis E. Deuschl
Dennis is a 40-year professional communicator with over 25 years' experience in the transportation field and five years as a consultant to a major luxury hotel chain. He has been an adjunct professor in the University of Virginia PR Certificate Program for five years, and taught undergraduate and graduate PR courses at the American University School of Public Communication for two years. He has written numerous articles on PR and transportation for various professional and trade publications including "Public Relations Journal," "Public Relations Tactics," and "Communications World."
Deuschl holds a B.A. degree in journalism from Rutgers University, and a M. S. degree in public relations from American University. He has been a fully accredited member (APR) of the Public Relations Society of America since 1976.
From 1963-91, he served as a public affairs officer with the U.S. Air Force Reserve. His first seven years were spent on active duty in Laredo Texas; San Bernardino, Calif.; and Taipei, Taiwan. When he retired in 1991, he was a Lieutenant Colonel. His military decorations included two AF Commendation Medals, and the Meritorious Service Medal.
Following seven years as a PR executive with two large U.S. financial firms, Deuschl served from 1976-2001 as Communications Director of the U.S. Department of Transportation's Saint Lawrence Seaway Development Corp. While there, he promoted increased international trade, cruise line sailing, and tourism for the Great Lakes Seaway waterway system.
He and his wife, Vivian -- vice president of corporate public relations for the Ritz-Carlton Hotel Co. -- reside in Northern Virginia, and have two adult daughters.
Affiliations and expertise
Public Relations Certificate Program, University of VirginiaView book on ScienceDirect
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