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Coordinate marketing activities

Coordinate marketing activities. UNDERTAKE A GENERAL PUBLIC RELATIONS ROLE. PUBLIC RELATIONS IS STIMULATION OF DEMAND FOR A PRODUCT OR SERVICE BY PROVIDING COMMERCIALLY SIGNIFICANT NEWS ABOUT THE PRODUCT OR SERVICE IN A PUBLISHED MEDIUM (E.G. NEWSPAPER).

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Coordinate marketing activities

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  1. Coordinate marketing activities

  2. UNDERTAKE A GENERAL PUBLIC RELATIONS ROLE

  3. PUBLIC RELATIONS IS STIMULATION OF DEMAND FOR A PRODUCT OR SERVICE BY PROVIDING COMMERCIALLY SIGNIFICANT NEWS ABOUT THE PRODUCT OR SERVICE IN A PUBLISHED MEDIUM (E.G. NEWSPAPER).

  4. THE MOST COMMONLY USED FORM FOR PUBLIC RELATIONS IS THE PRESS RELEASE.

  5. THERE IS SIGNIFICANT TIME COST INVOLVED IN PREPARING AND ISSUING PRESS RELEASES, FOLLOWING UP JOURNALISTS AND PRODUCERS BY TELEPHONE, PLANNING LAUNCHES AND SO ON.

  6. THERE ARE DIFFERENT TYPES OF MEDIA RELEASE: • BACKGROUNDER – PROVIDING GENERAL INFORMATION ABOUT THE EVENT, ITS HISTORY, PREVIOUS SUCCESS, ETC. • PRESS RELEASE – STORY, NEWSWORTHY INFORMATION • MEDIA ALERT – INVITATION STYLE ALERT TO THE FACT THAT THE EVENT IS IMMINENT.

  7. PRINT MEDIA • EDITOR • THE FEATURE WRITERS • EDITORS RESPONSIBLE FOR INDIVIDUAL SECTIONS OF THE NEWSPAPER OR MAGAZINE

  8. BROADCAST MEDIA • STATION MANAGER • PRODUCER OR NEWS DIRECTOR • NEWS ANNOUNCER AND RADIO PERSONALITIES

  9. IN EACH CASE, THE FIRST QUESTION ASKED WILL BE ‘WHAT MAKES THIS NEWSWORTHY? AND THE ANSWER TO THIS MUST BE CLEAR.

  10. THE FOLLOWING GUIDELINES FOR PREPARING PRESS RELEASE: • THERE MUST BE SOMETHING NEWSWORTHY TO APPEAL TO THE READER IN THE FIRST TWO SENTENCES HE OR SHE MUST BE MOTIVATED TO READ THE WHOLE PRESS RELEASE.

  11. ALL FACTS MUST BE COVERED: WHAT, WHEN, WHY AND HOW • THE PRESS RELEASE SHOULD BE SHORT AND TO THE POINT • THE STYLE OF WRITING SHOULD BE APPROPRIATE FOR THE TARGETED PUBLICATION

  12. THERE SHOULD BE NO ERRORS IN GRAMMAR OR SPELLING • LAYOUT SHOULD BE GIVEN CAREFUL ATTENTION AS THIS IS EXTREMELY IMPORTANT • CONTACT DETAILS SHOULD BE PROVIDED

  13. PHOTOGRAPH SHOULD BE CAPTIONED • QUOTES FROM SENIOR STAFF AND STAKEHOLDERS (INCLUDING SPONSORS) MUST BE INCLUDED

  14. IF THE PRESS RELEASE IS PROMOTING AN EVENT, IT SHOULD DESCRIBE ALL POTENTIAL BENEFITS FOR THE AUDIENCE • AN ACTION ENDING FOR BOOKING, INCLUDING ALL NECESSARY INFORMATION, SHOULD BE INCLUDED

  15. APART FROM MEDIA ATTENTION, IT IS ALSO POSSIBLE TO OBTAIN EXPOSURE THROUGH A NUMBER OF OFFICIAL TOURISM ORGANISATIONS.

  16. THEY PROVIDE TOURIST INFORMATION TO VISITORS THROUGH TOURIST INFORMATION OFFICES OR THEIR WEBSITES AT STATE OR NATIONAL LEVEL.

  17. Review and report on promotional activities SOME PROMOTIONAL ACTIVITY WILL PRODUCE BETTER RESULTS THAN OTHERS.

  18. FOR EXAMPLE WHILE MANY PEOPLE MIGHT VISIT A TRAVEL’S STAND AT AN EXHIBITION, FEW ARE LIKELY TO MAKE IMMEDIATE BOOKINGS.

  19. IN OTHER CASES, A PROMOTIONAL STRATEGY, SUCH AS A SPECIAL OFFER ON A TRAVEL’S WEBSITE, CAN LEAD TO MANY ONLINE BOOKING. CLEARLY THE RESULTS OF THIS PROMOTIONAL STRATEGY CAN BE MEASURED EASILY.

  20. IT CAN BE MONITORED: • NUMBER OF HITS • NUMBER OF ENQUIRIES VIA ‘CONTACT US’ • NUMBER OF RESERVATIONS GUARANTEED BY CREDIT CARD • PERCENTAGE OF OVERALL SALES ATTRIBUTED TO ONLINE BOOKINGS ON ORGANISATION’S OWN WEBSITES OR VIA PARTNER WEBSITES

  21. PROMOTION IS A CRUCIAL ELEMENT OF BUSINESS SUCCESS IN THIS VERY COMPETITIVE MARKET. ALL TOURISM ORGANISATION NEED TO CONNECT WITH THEIR MARKETS AND MONITOR AND REPORT ON THE OUTCOMES OF PROMOTIONAL ACTIVITIES.

  22. AS CONSUMERS RELY MORE AND MORE ON THE INTERNET, INCLUDING SOCIAL MEDIA, FOR ADVICE, ANALYSIS OF THESE TRENDS IS ESSENTIAL TO STAY ON TOP OF THE GAME.

  23. REFERENCE: VAN DER WAGEN, L & GOONETILLEKE, A (2012) HOSPITALITY MANAGEMENT – STRATEGY AND OPERATIONS, 3RD EDN, PEARSON AUSTRALIA, FRENCHS FOREST, NSW.

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