Public relations form part of your company’s promotional and communications strategy.
The following will be discussed in this article:
Companies can use public relations (PR) exercises to send messages to the public, aiming to convey a positive image. It can help to create interest from a variety of groups including customers and investors.
Public relations uses negotiation, marketing, advertising and communication techniques. Together, these could help you to better position yourself in the market.
Public relations can be an effective way of promoting tourism businesses of all sizes, including SMEs. It does not always require a high investment, which can make it accessible to a range of budgets.
With public relations you can:
The better your image is, the more likely you are to increase sales and enjoy other benefits to your business.
To achieve results, you will need to develop a public relations strategy.
Before starting, you should have a clear idea of what you want to achieve – this could include introducing yourself, improving your image or launching a new product.
You should then consider what your company does and how you are perceived. You will need to analyse your target market and think about how you want them to perceive you. Finally, plan how you will communicate with them.
Your strategy should have:
Events can help your company to:
You could take part in the following types of events:
A wide variety of tourism events take place in Europe and worldwide, including:
Regardless of size, your company could organise an event, business seminar or conference. A well-organised and well-promoted event could enable you to improve your image and increase your visibility in the market.
Strong media relationships are an essential part of your public relations strategy. You could hold a meeting or a press conference to introduce a new product/service, or to introduce yourself.
When reaching out to the media, bear the following in mind:
A press release can help you to announce your news to internet and print media. If your press release is ‘newsworthy’, it could generate publicity.
It should talk exclusively about the topic at hand and should quickly answer the questions: who, what, where, when and why? Ensure that any information is factually correct and adapted to your target audience.
To write a good press release, start by knowing what you want to get out of it. For example, do you want to obtain new clients or open up to new markets?
Press releases for internet media are the same as those for traditional media, but they should be short with a strong headline.
Blogs provide you with a place to share company news and information to keep the public up-to-date and well-informed. They are useful for sharing key messages that have been approved by the marketing department, the community manager or the person in charge of managing the blog.
If your business blog is well looked-after, has attractive content, is frequently updated and promotes participation, it can be a powerful marketing tool.
Readers have the chance to comment and add their opinions on your blog, so you should monitor the blog’s evolution and any note potential criticism. Successfully and sensitively responding to this criticism could improve your company’s online reputation. In this way, you can track results, actions and conclusions.
Participating on social networks could help your news to reach large numbers of people.