Front Cover -- Title -- Copyright Page -- Contents -- Foreword -- Chapter 1. The Travel and Tourism Industry and PR's Role in It -- The Industry's Scope -- PR Tools and Special Audiences/Publics -- Sidebar 1-1: Standard PR Tools and Most Common Travel/Tourism PR Tools -- Sidebar 1-2: Travel and Tourism Audiences (Publics) -- Factors Leading to PR's Prominence in the Industry -- Sidebar 1-3: Ten Largest Travel Agencies -- Sidebar 1-4: The International Travel Press: The Rules Are Different -- Sidebar 1-5: 10 Ways to Manage Communications in a Crisis -- What PR Is, and What It Is Not -- PR Is Not Publicity, Propaganda, Marketing, or Advertising -- Sidebar 1-6: In-House PR vs. Outside Agency Support -- PR's Rich Hundred-Year Heritage -- Marketing and PR Synergies -- Additional Sources -- Chapter 2. PR at Hotels and Lodging Establishments -- PR Tools and Audiences or Publics -- Special Hotel PR Publics -- More PR Tools -- Sidebar 2-1: Press-Friendly Web Sites -- Abundant Messages/News Hooks -- Sidebar 2-2: Grande Lakes Orlando-Redefining the Orlando Experience -- Bed-and-Breakfast (B&B) PR -- Sidebar 2-3: How to Use PR to Grow an Award-Winning Bed & Breakfast (B&B) -- Sidebar 2-4: B-Roll: An Essential, Cost-Effective PR Tool in the Travel Biz -- Chapter 3. Restaurant Public Relations -- Fast-Food vs. Individual Restaurants -- Sidebar 3-1: Restaurant Openings and 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 and Media Targets -- Communicating in the Language of Food and Beverage -- Chapter 4. Transportation Public Relations -- Airline PR -- Sidebar 4-1: Airline Media Relations: Buckle Up for 'Round-the-Clock Turbulence -- Cruise Line PR -- Sidebar 4-2: Launching Queen Mary 2: A Public Relations Case Study.

PR at Other Selected Transportation Services -- Chapter 5. Destination and Tourist Attraction PR -- Domestic Travelers and International Visitors -- CVBs and State Tourism Offices -- Sidebar 5-1: How GMCVB Used PR to Promote Miami as a Diverse Destination -- Working with Travel Writers -- The New "Niche Traveler" Market -- Sidebar 5-2: Cooperstown (N.Y.)-More Than a Baseball Town -- The National Park Service -- The Importance of Truth in Crisis Communications -- Tour Operators and Wholesalers -- "Niche Tourism" -- PR for Amusement/Theme Parks and Attractions -- Sidebar 5-3: Customizing "The Mouse"-Or How Disney Found Success with the Business Press -- Chapter 6. What Travel and Tourism Employers Should Understand About PR -- The Value of PR -- Hiring an In-House Practitioner -- Employing Outside PR Firms/Consultants -- What You Should Know About the RFP Process -- Selecting the Best Proposal for Your Organization -- PR Firm Compensation -- A Promising Future -- Appendix A: Selected Travel and Tourism Professional/Trade Associations -- Appendix B: The Travel Industry's PR Response to 9/11 -- Appendix C: Selected Travel and Tourism Print Media (with circulations over 43,000) -- Appendix D: Selected U.S. Universities Offering Hospitality and Tourism Education (and Their Concentrations) -- Appendix E: Selected Industry Research/Statistical Sources -- Appendix F: Planning Press Trips That Pay Off -- Index.