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.
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 __
Biography
Dennis E. Deuschl
