Chapter 13

Promoting
Products:
Public
Relations
2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing for Hospitality and Tourism, 4th edition

Kotler, Bowen, and Makens

There are many misconceptions

about public relations. One of the
most widespread is that its easy
-Peter Celliers

2006 Pearson Education, Inc.

Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Chapter Objectives
Understand the different public relations
activities
Understand the public relations process
Know how the different PR tools are
used

2006 Pearson Education, Inc.

Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Chapter Objectives
Implement a crisis management
program in a hospitality business
Discuss the growth and purpose of
sales promotion, setting objectives, and
selecting consumer promotion tools

2006 Pearson Education, Inc.

Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Public Relations
Creating a positive image and customer
preference through third-party endorsement
PR is experiencing explosive growth
Offers a way to distinguish your companys
products from another
Marketing and PR are becoming increasingly
linked
2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Major PR Activates
Press Relations
Product Publicity
Corporate Communications
Lobbying
Counseling
2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Press Relations
The aim of press relations is to place
newsworthy information into the news
media to attract attention to a person,
product, or service

2006 Pearson Education, Inc.

Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Product Publicity
Various efforts to publicize specific products
Assists in new product launch
Assists in product repositioning

Creates interest in a product category

2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Corporate Communications
Involves communications with internal and
external customers
Promotes understanding of the organization

2006 Pearson Education, Inc.

Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Lobbying
Dealing with legislators and government
officials to promote or defeat legislation and
regulation
Large companies employ their own lobbyists

Small companies lobby through local trade

associations
2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Counseling
Advising management about public issues
and company positions and image
Important when involving special interests
Example: Water scarcity and the mirage in
Las Vegas

2006 Pearson Education, Inc.

Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Publicity
Secures editorial space, as opposed to paid
space, in print and broadcast media to
promote a product or a service

Influences specific target groups

Defends products against public problems

Builds the corporate image

2006 Pearson Education, Inc.

Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

The Public Relations Process

1. Research
2. Establishing marketing objectives
Builds awareness
Builds credibility
Stimulates the sales force and channel
intermediaries
Lowers promotional costs
2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

The Public Relations Process

3. Defining the Target Audience
4. Choosing the PR Message and
Vehicles

5. Implementing the Marketing PR Plan

2006 Pearson Education, Inc.

Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

The Public Relations Process

6. Evaluating PR Results

Exposures

Awareness/Comprehension/Attitude
Change

Sales-and-Profit Contribution

2006 Pearson Education, Inc.

Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Major Tools in Marketing PR

Publications

Speeches

Events

Public Service
Activities

News

Identity Media

2006 Pearson Education, Inc.

Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

PR Opportunities for the

Hospitality Industry
Individual Properties
Single hotels, tour operators, B&Bs
They can seldom afford advertising
Build PR around the Owner/Operator
Owner sometimes is the face of the
product
2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

PR Opportunities for the

Hospitality Industry
Build PR around Location
Turn poor locations into advantages
Isolation and obscurity can be a PR
tactic

Build PR around a Product or Service

Emphasize unique services
2006 Pearson Education, Inc.
Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens

Crisis Management

Take all precautions to prevent

negative events from occurring

When a crisis does occur

Appoint a spokesperson
Contact the firms PR agency
Notify the press and keep them updated

2006 Pearson Education, Inc.

Upper Saddle River, NJ 07458

Marketing
Marketing
for Hospitality
for Hospitality
and Tourism,
and Tourism,
4th edition
4th edition
Kotler,
Kotler,Bowen,
Bowen,and
andMakens
Makens