Aim of Unit 22 Public Relations and Promotions in Travel and Tourism
This unit aims to provide information regarding the importance of public relation and the mediums of promotional activities within the industry. In this, the learners would acquire an idea of the role of public relations in tourism and also its role as a promotional tool. Moreover, this unit would help the learners to develop skills to enhance public relations thereby gain an idea of providing quality customer service. This unit also enlightens on different media that could be used for promotional activities and also would provide an idea regarding the most appropriate media that could be used for promotion.
1 Understand the role and importance of effective public relations for travel and tourism businesses
2 Be able to apply public relations and promotions skills within a travel and tourism context
3 Understand the use of media in public relations applied to travel and tourism
4 Be able to create a public relations plan in a travel and tourism context
LO1 Understand the role and importance of effective public relations for travel and tourism businesses
In this section, the learners would acquire an idea of the role of public relations in the travel and tourism industry. To be more specific, their role includes relationships to advertising and marketing, maintain relationships with the public such as suppliers, distributors, employees, stakeholders, investors and leaders. This also discusses the importance of public relations as a promotional tool. This also enlightens the awareness and identification of customers’ needs and maintaining effective external and internal communication.
LO2 Be able to apply public relations and promotions skills within a travel and tourism context
This section would provide the learners with an idea of public relations and promotional skills within the tourism industry. The learners would be able to acquire knowledge regarding the methods of promotion such as feature article, brochures, leaflets, news releases, events, exhibition and networking. This also provides an insight into maintaining proper customer relations by conflict handling, contingency planning, crisis communication, executing emergency plans and creating innovative communication strategies.
LO3 Understand the use of media in public relations applied to travel and tourism
This section enlightens on the application of media in public relations within tourism industry. The learners would acquire an understanding of the types of media used for promotion such as broadcasting, print, electronic. Further, they would also attain knowledge of the application of these different types of media such as editorial promotions, product launching, press junkets, press conferences, photo calls and press events and so on.
LO4 Be able to create a public relations plan in a travel and tourism context
This section would help the learners in understanding the planning of public relation in the tourism industry. The plan could be made with the application of Jefkins model and appreciating the situation such as initiating research, transforming negative into positive, planning short-term and long-term goals. This could further be progressed by defining the aims and objectives and defining the means of reaching the public audience. This plan would also include selection of media and technique for promotional activities. Further, estimation of budget, assessment of results would be done at the end of the plan.
Learning outcomes and assessment criteria
|Learning outcomes On successful completion of this unit a learner will:||Assessment criteria for pass The learner can:|
|LO1 Understand the role and importance of effective public relations for travel and tourism businesses||evaluate the role of public relations within the travel and tourism sector as a promotional toolanalyse publics within a travel and tourism contextdiscuss the importance of public relations to travel and tourism businesses|
|LO2 Be able to apply public relations and promotions skills within a travel and tourism context||2.1 apply a range of public relations and promotions skills to a travel and tourism context|
|LO3 Understand the use of media in public relations applied to travel and tourism||analyse media used in public relationsassess the relationship between public relations and the mediaevaluate the appropriateness of media used with different public relations techniques in travel and tourism contexts|
|LO4 Be able to create a public relations plan in a travel and tourism context||produce a public relations plan which identifies objectives and key publicsreview the effectiveness of the public relations plan|
This unit links with:
- Unit 5: Marketing in Travel and Tourism
- Unit 6: Contemporary Issues in Travel and Tourism
- Unit 8: Legislation and Ethics in the Travel and Tourism Sector
- Unit 10: Business Health Check
- Unit 11: Travel and Tourism Entrepreneurs.
This unit maps to the following Management NVQ units:
- A2: Manage your own resources and professional development
- A3: Develop your personal networks
- F6: Monitor and solve customer service problems
- F8: Work with others to improve customer service.