Public relations objectives and strategies used in a range of planned business situations
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Tourism Australia implemented a public relations campaign to promote tourism to Australia. The campaign involved 5 stages: 1) Establishing objectives to increase tourism using a SMART framework, 2) Identifying target publics of international travelers and Australians, 3) Developing strategies and tactics using various media outlets, 4) Implementing an action plan to schedule activities, and 5) Evaluating results by measuring if attitudes and travel intentions changed compared to before the campaign. Specifically, Tourism Australia sought to increase the number of travelers intending to visit Australia in the next 12 months.
Public relations objectives and strategies used in a range of planned business situations
- 1. Public relations objectives and strategies used in a range of planned business situations Case Study: Tourism Australia
- 2. KEY CONCEPT • Public relations is about creating a favorable image. Sometimes that happens by accident, but in most cases it must be planned.
- 3. HOW TO SELL Australia TO THE WORLD!
- 4. public relations campaign • A public relations campaign is a series of public relations activities undertaken to achieve a specific objective
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- 7. Stage 1 — establish public relations objectives • Objectives outline what the campaign is trying to achieve. They should be developed using the SMARRT principle. That is, objectives should be: • Specific • Measurable • Attainable • Results-centred • Realistic • Time-bound.
- 8. Stage 2 — identify the intended publics • The public relations campaign ‘target’ group is the publics towards whom the public relations strategies and tactics are directed. Tourism Australia identified two main publics: • people living outside Australia • the Australian public. • Other publics could include the local media, tourist operators, tourism employees and their families, the government and businesses.
- 9. Stage 3 — develop specific public relations strategies and tactics • There is a wide range of media from which a business can select. It is important to select the most appropriate and effective media for the chosen publics. For example, Tourism Australia can choose from the following media; • displays and exhibition, competition, guest speakers, letterbox drops, brochures, pamphlets, information videos, direct mail, advertising, email messages, media releases, news conferences, community involvement programs, noticeboards and posters, notices on its website, speeches, staged events and stunts. • Creativity is essential. Tourism Australia will examine the costs and benefits of each of these media to select the most suitable media mix.
- 10. Stage 4 — implement the public relations campaign • An action plan is devised to make sure the implementation runs smoothly. • For Tourism Australia, the public relations manager would devise an action plan detailing the schedule of public relations activities, areas of individual responsibility, media contact details and a calendar of event dates. • It is during the implementation stage that many public relations campaigns fail. This is often because the public relations manager lacks the necessary administrative skills.
- 11. Stage 5 — evaluate the results • A public relations campaign's success should be measured in terms of its original objectives, before, during and/or after the campaign ends. • A public relations manager should at least be able to estimate whether any change occurred in the attitudes or behavior of the publics • Tourism Australia would need to record the number of travellers intending to visit Australia in the next 12 months, and then compare the number in 2013 to the number in 2010..