In today’s fast-paced and highly stressful
society, people are looking to escape from the pressures and extreme demands of
their everyday lives. If for just a few days or a week, a vacation is one way
in which people can relax and enjoy time off from their busy schedules. Those who take advantage of their time
off of work tend to be more successful and better workers as a result. However, this type of leisure activity
would not even be remotely possible without the hard work and dedication of
public relations professionals specializing in this line of work.
The main goal of any
PR professional is to keep the public happy and informed about whichever topic
pertains to them. In the travel industry, attracting visitors and keeping them
happy upon arrival is the primary focus. It is also very important in this type
of PR (as well as in others) to
maintain a friendly connection with as many media outlets as possible. Having a good relationship with
editors and writers makes it possible for the clients to get as much
recognition as possible. To make certain these important goals are met, PR
staff must follow three simple, yet utterly important steps:
1.
Increase
the public’s level of desire to visit a place.
2.
Make sure
the traveler can reach the destination.
3.
Make sure
visitors are well treated, comfortable, and entertained during the visit.
In an effort to
ensure step number one is met, the PR team produces newspaper and magazine
articles, flashy and exciting brochures, as well as travel videos and films,
just to name a few. Major companies are targets of many of these tactics, for
these groups are among the leaders in worldwide travel. These companies will
often times schedule meetings and major conferences in remote areas and
resorts. Campaigns and strategic plans are
always in motion because there is always room for improvement and the PR team
can never be satisfied.
Miami’s travel and tourism industry has seen great success due to the city’s
hard work and dedication to its publics.
Reaching one’s
desired destination safely and comfortably can be a very tricky point to
accomplish. The PR teams working for airlines, cruise lines, and transit lines
dedicate their work to making sure patrons enjoy their experiences and continue
to use them as their means of transportation. Of course, planes are sometimes
delayed or sold out, cruises may encounter bad weather causing a rocky voyage,
and a number of other circumstances could always abruptly arise. However, the
job of the PR team is to explicitly train the crews and strategically plan
ahead for possible crises. Handling the media and having a well thought out
plan-of-action are at the utmost importance. Some handle the circumstance well, while others fail to meet expectations.
Careers in this field
range from working for a theme park such as Walt Disney World, cruise lines such
as Royal Caribbean, or even a tourist attracted country. For each of these
different fields, the goal still remains the same. However, what may be
different is the target audience. For example, Walt Disney World Resort may
target families with young children through their magazine articles, movies, and brochures. On the other hand, cruise lines such
as Royal Caribbean or Carnival Cruise will typically target an older
audience, for the 60-plus age group has the
highest percentage of passengers. All the while, PR professionals still focus
on the main goal, which is to attract visitors and to keep them happy on their
trips.
Personally, I have
encountered both types of vacation experiences. I have been to Walt Disney
World Resort in Orlando, Florida and have never experienced a negative trip.
Those who I have spoken to have also had great experiences at this resort.
However, I have heard a number of horror stories from peers about trips taken
on a cruise, a remote island or an overseas country. A group of friends I know
spoke about their disastrous trip to Mexico for Spring Break. They talked about
the hotel being unaccommodating and in bad condition, their “all-inclusive”
package being not what was expected, and feeling in danger while being there. This
example poses a very big issue for the PR staff working for the country and the
different resorts found there. Not everyone will have the same vacation
experiences, and it is impossible to please everyone. However, I still believe
it is the job of the PR professionals to do everything in their power to
accommodate and please travelers.
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