Chapter 16

Public Relations and Publicity

Hospitality and Tourism Marketing
(372TXT or 372CIN)

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 Competencies for
Public Relations and Publicity
1. Describe the role of public relations in the
promotions mix.
2. Explain what is involved in developing,
managing, and implementing an effective public
relations program.
3. Describe the ways in which public relations is
similar to and different from advertising and other
elements in the promotions mix.
4. Describe the ways in which publicity can be an
effective promotional tool and explain how to
effectively handle negative publicity.
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 Public Relations Tasks
• Executing communication and action programs that
earn public understanding, acceptance, and goodwill
• Designing, maintaining, and improving relationships
with company stakeholders, customers, and those
within the business and related organizations
• Communicating the positive aspects of the business
that generate favorable images and perceptions
• Maintaining positive perceptions and images
• Counteracting negative publicity
• Developing synergistic relationships with other
elements of the promotions mix
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 Public Relations Objectives
• Enthusiastic and cooperative employees
who provide excellent service
• Satisfied and informed shareholders
• Excellent media relations
• Open communication with various
stakeholders
• Harmonious union relations
• Satisfied and loyal customers

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 Public Relations Objectives
(continued)
• Good relations with competitors
• Responsible industry postures
• Strong community support
• Good corporate citizenship
• Good government relationships
• Good relations with financial institutions
• Cooperative and supportive relations with
other H&T agencies

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 Public Relations Development
Process
1. Evaluate public attitudes, opinions, and
perceptions.
2. Assess the H&T provider’s policies, programs,
and procedures in light of the attitudes,
opinions, and perceptions revealed in step one.
3. Develop communications that address the
concerns of various publics while delivering
positive messages on behalf of the H&T
business.
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