Public Relations - The City College Travel Centre

1.1 Role of public relations within the travel and tourism sector as a promotional tool

Public relation has been defined by numerous scholars and narrators in different ways. PR refer to the, ''process of creating a positive recognition of an association or organisation to create positive perception of individuals. Hence, entire PR definition create similar point that is it shapes brand image, perception toward product, individual or enterprise in more favourable manner i.e. to assist the business in achieving the objectives and goals in more better manner in effective and efficient manner. Senior management team of City College Travel Centre is preparing a PR plan to inform travel and tourism segment.

Public relation focus over the recognition to attain the effective 'publicity'. This consist of positive and negative influence depending on the consequences (Cox and Wray, 2011). Good rumours where enhance the benefits and attract attention of public, bad publicity or rumours can ruin image of celeb, reduce profits and revenues amount. But in order to understand the basic concept, control the activities and outcome of PR, this is fundamental to outlines its strengths and weakness which is discussed as below:

Strengths:

• Earned media services is provided by public relations activities.
• Writing news releases are key strength as this help in controlling outcome.
• Can be utilise as marketing communication tools.
• More credible and reliable tools.
• This support communication with facts and data which make its more trustful source of information gathering.
• It allow public to get answers through media gathering.
• This is more influencing methods of communication despite the paid advertising method.
• Outlets and messages of organisation contain wide reach.
• This is supportive medium that can emphasise the outcome in significant manner.
• This provide exposure of communicated message lead to detailed information to target audience i.e. more relevant as well.

Weaknesses:

• Major drawback is it us developing earned media coverage.
• Social media monitoring.
• Influencer marketing that can affect the recognition negatively as well.
• Required proper public relation survey.
• Developing case studies and analyst relations.
• Another major drawback is it lack the content control.
• Right to information right can risk PR campaign.
• There is no direct control over the outcome.
• Less guarantee of positive outcome as this can sometime impact contrasty.
• This require proper evaluation to proceed the PR practice further.

Hence, this can be seen that numerous practices and activities are exposed through public relation as this is considered one effective tool or components of promotion mix (De Moya and Jain, 2013). In order to launch and plan Travel and Networking Show, entire members of team can design effective public relations report reminding the influence of this framework on organisation.

PR plays vital role in the evolution and development of working organisation, event and show which can affect the practices in more significant manner. It helps in creating positive portrayal that aid in launching product, service or event in more significant way. It is controllable, less credible, and more costly etc. lead to enlargement in sales and external outcome of organisation. In travel and tourism activities, it aware and inform people about the made actions and efforts that organisation (Hanusch, 2012). Tourism and travelling sector is largely promoting the diversity and equality through promotion using PR and publicity activities. It deliver and disseminate information associated with numerous culture and accumulate individual or public together to fights and stand together in harmony. Hence, this can affirm that public relation play extensive role in administration and management of information promoting tourism and travelling activities worldwide.

1.2 Public within a travel and tourism context

Public can be referred as the common or certain group of people which encompasses in certain community, country or segment. In the sector of travel and tourism, numerous stakeholders have identified which needed to undertake by Travel and Networking Show for shaping the outcome in more significant manner including external and external public (Hays, Page and Buhalis, 2013). Here are mentioned criteria of Show public designed by The City College Travel Centre which is mentioned as below:

Hence, these stakeholders has vital influence on the practices and operations of travel and tourism sector along with the operation organised in this segment along with Travel and Networking Show as well. Through opting effective communication methods, one can manage their outcome and track the activities (Heath, 2013). Online CSR practices, public relation practices and other methods, proper interaction and communication can be managed that can positively influence the show.

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1.3 Importance of public relations to travel and tourism businesses

It is paramount for a business organisation or travel and tourism industry to use promotion and marketing practices to shape their outcome. Public relation can be termed as one crucial components of promotion mix i.e. opted by tourism agencies or travelling sector for emphasising attention over visitor and communicating culture worldwide. It has both negative and positive influence which vary as per the target group or service user.

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