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Summary
Summary
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.
Author Notes
Dennis E. Deuschl is an adjunct professor in the University of Virginia's Public Relations Certificate Program
Table of Contents
| Foreword | p. xix |
| Chapter 1 The Travel and Tourism Industry and PR's Role in It | |
| The Industry's Scope | p. 1 |
| PR Tools and Special Audiences/Publics | p. 4 |
| Sidebar 1-1 Standard PR Tools and Most Common Travel/Tourism PR Tools | p. 5 |
| Sidebar 1-2 Travel and Tourism Audiences (Publics) | p. 6 |
| Factors Leading to PR's Prominence in the Industry | p. 7 |
| Sidebar 1-3 Ten Largest Travel Agencies | p. 8 |
| Sidebar 1-4 The International Travel Press: The Rules Are Different | p. 10 |
| Sidebar 1-5 10 Ways to Manage Communications in a Crisis | p. 13 |
| What PR Is, and What It Is Not | p. 15 |
| PR Is Not Publicity, Propaganda, Marketing, or Advertising | p. 16 |
| Sidebar 1-6 In-House PR vs. Outside Agency Support | p. 17 |
| PR's Rich Hundred-Year Heritage | p. 18 |
| Marketing and PR Synergies | p. 19 |
| Additional Sources | p. 20 |
| Chapter 2 PR at Hotels and Lodging Establishments | |
| PR Tools and Audiences or Publics | p. 24 |
| Special Hotel PR Publics | p. 26 |
| More PR Tools | p. 30 |
| Sidebar 2-1 Press-Friendly Web Sites | p. 31 |
| Abundant Messages/News Hooks | p. 36 |
| Sidebar 2-2 Grande Lakes Orlando-Redefining the Orlando Experience | p. 38 |
| Bed-and-Breakfast (B&B) PR | p. 42 |
| Sidebar 2-3 How to Use PR to Grow an Award-Winning Bed & Breakfast (B&B) | p. 44 |
| Sidebar 2-4 B-Roll: An Essential, Cost-Effective PR Tool in the Travel Biz | p. 47 |
| Chapter 3 Restaurant Public Relations | |
| Fast-Food vs. Individual Restaurants | p. 56 |
| Sidebar 3-1 Restaurant Openings and Beyond: Tips for Creating and Continuing the Strong Buzz | p. 57 |
| Long-Term PR Efforts Are Key to Success | p. 65 |
| Critical Reviews | p. 65 |
| Sidebar 3-2 Communicating with a Food Reviewer | p. 67 |
| Typical Messages and Media Targets | p. 71 |
| Communicating in the Language of Food and Beverage | p. 72 |
| Chapter 4 Transportation Public Relations | |
| Airline PR | p. 75 |
| Sidebar 4-1 Airline Media Relations: Buckle Up for 'Round-the-Clock Turbulence | p. 78 |
| Cruise Line PR | p. 88 |
| Sidebar 4-2 Launching Queen Mary 2: A Public Relations Case Study | p. 93 |
| PR at Other Selected Transportation Services | p. 100 |
| Chapter 5 Destination and Tourist Attraction PR | |
| Domestic Travelers and International Visitors | p. 106 |
| CVBs and State Tourism Offices | p. 107 |
| Sidebar 5-1 How GMCVB Used PR to Promote Miami as a Diverse Destination | p. 109 |
| Working with Travel Writers | p. 113 |
| The New "Niche Traveler" Market | p. 115 |
| Sidebar 5-2 Cooperstown (N.Y.)-More Than a Baseball Town | p. 116 |
| The National Park Service | p. 120 |
| The Importance of Truth in Crisis Communications | p. 120 |
| Tour Operators and Wholesalers | p. 121 |
| "Niche Tourism" | p. 122 |
| PR for Amusement/Theme Parks and Attractions | p. 124 |
| Sidebar 5-3 Customizing "The Mouse"-Or How Disney Found Success with the Business Press | p. 127 |
| Chapter 6 What Travel and Tourism Employers Should Understand About PR | |
| The Value of PR | p. 132 |
| Hiring an In-House Practitioner | p. 133 |
| Employing Outside PR Firms/Consultants | p. 134 |
| What You Should Know About the RFP Process | p. 135 |
| Selecting the Best Proposal for Your Organization | p. 136 |
| PR Firm Compensation | p. 138 |
| A Promising Future | p. 138 |
| Appendix A Selected Travel and Tourism Professional/Trade Associations | p. 141 |
| Appendix B The Travel Industry's PR Response to 9/11 | p. 147 |
| Appendix C Selected Travel and Tourism Print Media (with circulations over 43,000) | p. 155 |
| Appendix D Selected U.S. Universities Offering Hospitality and Tourism Education (and Their Concentrations) | p. 159 |
| Appendix E Selected Industry Research/Statistical Sources | p. 161 |
| Appendix F Planning Press Trips That Pay Off | p. 163 |
| Index | p. 169 |