Public Relations

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Public Relations in the Tourism Industry
and How The Media Works
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• Public Relations is crucial in supporting your
  organisations - no matter how big or small.
• It can truly position you streets ahead of your
  competitors and contribute to bottom line sales.
• No matter how excellent your products and
  services are - in order to achieve success, you
  must have effective targeted communications.

Public Relations In The Tourism Industry
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• How can PR contribute to the bottom
  line...yesthat wonderful thing called revenue.
• It is no coincidence that companies increase
  their public relations efforts in tough economic
  times and when business is not booming.

Public Relations In The Tourism Industry
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TYRRELL PUBLICITY AND PROMOTIONS WHO ARE WE?

• Tyrrell Publicity Promotions are public
  relations specialists in the travel and
  hospitality fields.
• We Provide
• Media Relations
• Publicity and Promotional Strategy and Execution
• Corporate Image Re-Branding
• Company/Management Profiles
• Management and Promotion of Events and Product
  Launches
• Writing, Editing and Dissemination of all Media
  Releases/Information
• Crisis Management
• We do more than just PR!

Public Relations In The Tourism Industry
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TYRRELL PUBLICITY AND PROMOTIONS WHO ARE WE?

• 15 Years of Experience
• Ansett Australia
• Hilton Hotels
• Austereo Radio Network
• Oberoi Group of Hotels

Public Relations In The Tourism Industry
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SO WHAT ARE SOME OF THE COMMON QUESTIONS ASKED?

• PR Vs Advertising
• PR offers Third Party Credibility, something
  advertising never can.
• Editorial features are Priceless, a tactic that
  PR offers.
• Advertising is paid and PR is not, the skill of a
  PR practitioner is the ability to pitch a story
  to a journalist or newsroom.

Public Relations In The Tourism Industry
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SO WHAT ARE SOME OF THE COMMON QUESTIONS ASKED?

• Is PR Accountable and Can it Contribute to My
  Bottom Line?
• Are they proactive?
• Are they getting the job done efficiently?
• Am I getting return for my investment?

Public Relations In The Tourism Industry
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TYRRELL PUBLICITY AND PROMOTIONS RESULTS

• Tyrrell Publicity and Promotions have achieved
  amazing results both within Victoria and
  interstate on travel TV programs such as
• Getaway
• Postcards
• Coxy on Tour
• Great Outdoors
• Editorial features on these programs have
  generated sales between 10,000 and up to 50,000.

Public Relations In The Tourism Industry
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DOES MY TOURISM OPERATION NEED PR?

• In order to determine whether your organisation
  needs PR, you must ask yourself these questions?
• Is your company about to launch a new
  product/service/attraction?
• Do you have value-for-money packages/events that
  need to be communicated to national TV audience
  or to key travel pages and lifestyle magazines?
• Are you about to complete a major refurbishment
  of your property?
• Would appearing in a nationally syndicated
  newspaper column/TV network help bring
  credibility/exposure to your companys
  products/services?
• If you answered yes to any of these questionsyou
  need PR to position you against your competitors.

Public Relations In The Tourism Industry
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WHAT CAN A PR CONSULTANCY PROVIDE?

• Tyrrell Publicity and Promotions has an enviable
  association with all major Australian media.
• PR Professionals live and die by their media
  contacts, these contacts bring invaluable
  resources to your organisation.
• Tyrrell Publicity and Promotions vast experience,
  over 15 years, allows us to determine what the
  media want.
• The following is a checklist of how you can
  better be prepared when handling the media in
  terms of your products and services.

Public Relations In The Tourism Industry
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REAL LIFE FACTS OF THE MEDIA

• 80 of what you read in newspapers, hear on
  radio or see on television news and current
  affairs programs, comes from public relations or
  a media release.
• Editorial is far more believable than an
  advertisement.
• Journalists are human

Public Relations In The Tourism Industry
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HANDY HINTS TIPS WHEN DEALING WITH THE MEDIA

• Know your specialist media and nurture your
  contacts.
• Know your medias deadlines.
• Know how to create and maximise publicity for an
  event.
• Know what the media want for a story and deliver
  only that.
• Know the facts and be accurate when providing
  direct quotes.

Public Relations In The Tourism Industry
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HANDY HINTS TIPS WHEN DEALING WITH THE MEDIA

• Strike a balance - following through with
  journalists Vs. nagging the hell out of them.
• Keep abreast of specialist rounds people.
• Target the written word.
• Be a gatekeeper - a go between.
• Be a reliable source of information and create an
  air of industry authority.

Public Relations In The Tourism Industry
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HANDY HINTS TIPS WHEN DEALING WITH THE MEDIA

• Be prompt and available.
• When conducting interviews or journalist
  briefings, always re-emphasise key points.
• Know the facts and be abreast of all industry
  developments.
• Dont think your refusal to respond to a
  journalists enquiries will kill a negative
  industry story.
• Remember, there will be times when your aims and
  the medias are incompatible.

Public Relations In The Tourism Industry
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KEY STRATEGIES WE USE TO LAUNCH NEW BRANDS

• Distribute regular informative media releases to
  key travel writers, columnists and radio
  announcers.
• Media Drops.
• Invite and encourage key media to visit the
  property.
• Implement sales promotions and consumer
  competitions in key print/electronic media.
• Facilitate media interviews with key personnel.
• Create events/stunts at the property that may
  attract media attention.

Public Relations In The Tourism Industry
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PR MEDIA RESULTS

• TV Travel Programs
• Ramada International / Bali Media Trip
• Clippings
• Radio

Public Relations In The Tourism Industry