Public Relations

in the

Tourism Industry and

How The Media Works

Public Relations In The Tourism Industry

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

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

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 ManagementWe do more than just PR!

TYRRELL PUBLICITY AND PROMOTIONSWHO ARE WE?

15 Years of Experience

Ansett Australia

Hilton Hotels

Austereo Radio Network

Oberoi Group of Hotels

TYRRELL PUBLICITY AND PROMOTIONSWHO ARE WE?

Public Relations In The Tourism Industry

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.

SO WHAT ARE SOME OF THECOMMON QUESTIONS ASKED?

Public Relations In The Tourism Industry

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?

SO WHAT ARE SOME OF THECOMMON QUESTIONS ASKED?

Public Relations In The Tourism Industry

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.

TYRRELL PUBLICITY AND PROMOTIONSRESULTS

Public Relations In The Tourism Industry

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.

DOES MY TOURISM OPERATIONNEED PR?

Public Relations In The Tourism Industry

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.

WHAT CAN A PR CONSULTANCYPROVIDE?

Public Relations In The Tourism Industry

Public Relations In The Tourism Industry

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

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

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

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.

HANDY HINTS & TIPS WHEN DEALING WITH THE MEDIA

Public Relations In The Tourism Industry

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

PR MEDIA RESULTS

TV Travel Programs

Ramada International / Bali Media Trip

Clippings

Radio