Unit 3 PR Programme 2

8/7/2019 Unit 3 PR Programme 2

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Unit 3Unit 3

Public Relations ProgrammePublic Relations Programme



1. Defining the situation1. Defining the situation

Hotel shows rapid growth (S)Hotel shows rapid growth (S)

Growth in labour market (S)Growth in labour market (S)

Provides both accomodation & specialityProvides both accomodation & specialityservice (S)service (S)

WellWell--established PR Dept. (S)established PR Dept. (S)

Accomodates larger groups of people (S) Accomodates larger groups of people (S) Only focus on corporate groups (W)Only focus on corporate groups (W)

5 Star accomodation is seldom sought5 Star accomodation is seldom sought

after (W)after (W)



Only 5 years in the industry (W)Only 5 years in the industry (W)

2010 FIFA World Cup (O)2010 FIFA World Cup (O)

Enter Tourism Market (O)Enter Tourism Market (O)

Further growth opportunities (O)Further growth opportunities (O)

Expanding through new target markets (O)Expanding through new target markets (O)

WellWell--established competitors (T)established competitors (T)

Recession (T)Recession (T)

Competitors with favourable promotions (T)Competitors with favourable promotions (T)



2. Objectives2. Objectives

To inform local sports management teamsTo inform local sports management teams

of Imperial Blue & their serviceof Imperial Blue & their service

To create awareness for Imperial Blue onTo create awareness for Imperial Blue on

national levelnational level

To create awareness for Imperial Blue inTo create awareness for Imperial Blue in

the tourism sector the tourism sector



3. Target Audience3. Target Audience

Internal audienceInternal audience

PR Dept.PR Dept.

Top managementTop management

Supervisory managementSupervisory management

Staff Staff



3. Target audience3. Target audience

External audienceExternal audience

National sports teamsNational sports teams

Provincial sports teamsProvincial sports teams Local mediaLocal media

National mediaNational media

National tourism journals/publicationsNational tourism journals/publications Western Cape Tourism BoardWestern Cape Tourism Board

Dept. of TourismDept. of Tourism

Online Directories (Yellow Pages, Google)Online Directories (Yellow Pages, Google)



4. Messages4. Messages

Imperial Blue would like to reach newImperial Blue would like to reach new

platforms by attracting national marketsplatforms by attracting national markets

in the sports & tourism industryin the sports & tourism industry



4. Activities4. Activities

What: Strategic meetingsWhat: Strategic meetings

Who: Top managementWho: Top management

When: Jan 2009When: Jan 2009 ± ± Dec 2009Dec 2009

Where: Imperial Blue/designated venuesWhere: Imperial Blue/designated venues

Why: Discuss on how the PR programmeWhy: Discuss on how the PR programme

will benefit the longwill benefit the long--term focusterm focus How: Facilitator leads the meeting.How: Facilitator leads the meeting.

Minutes are takenMinutes are taken



What: Operational meetingsWhat: Operational meetings

Who: PR Dept./staff Who: PR Dept./staff

When: Jan 2009When: Jan 2009 ± ± Dec 2009Dec 2009

Where: Imperial Blue/designated venuesWhere: Imperial Blue/designated venues

Why: Discuss PR programme &Why: Discuss PR programme &

activities that will be implementedactivities that will be implemented How: Facilitator leads the meeting.How: Facilitator leads the meeting.

Minutes or taken.Minutes or taken.



What: Media ConferenceWhat: Media Conference

Who: Local/National media & TourismWho: Local/National media & Tourism

journals/publications journals/publications When: Jan 2009When: Jan 2009

Where: Imperial Blue Conference CentreWhere: Imperial Blue Conference Centre

Why: Inform media with the aim to gainWhy: Inform media with the aim to gainpublicitypublicity

How: Presentations/press kits/dinner How: Presentations/press kits/dinner vouchers. Visits & tours on requestvouchers. Visits & tours on request



What: Welcoming ConferenceWhat: Welcoming Conference

Who: National & Provincial Tourism BoardWho: National & Provincial Tourism Board

When: Feb 2009When: Feb 2009


Why: Seek approval of Tourism BoardWhy: Seek approval of Tourism Board

How: Presentations/pressHow: Presentations/press

kits/luncheon/site tour of hotel in groupskits/luncheon/site tour of hotel in groups



What: Welcoming ConferenceWhat: Welcoming Conference

Who: Sports management teamWho: Sports management team

When: March 2009When: March 2009


Why: Inform sports teams of the hotel¶sWhy: Inform sports teams of the hotel¶s

facilitiesfacilities

How: Presentations/luncheon/site tour of How: Presentations/luncheon/site tour of

hotel in groupshotel in groups



What: Online marketing strategiesWhat: Online marketing strategies

Who: Online DirectoriesWho: Online Directories

When: April 2009When: April 2009

Where: World wide webWhere: World wide web

Why: Create online presenceWhy: Create online presence

How: Contracts set up betweenHow: Contracts set up between

managers & directories¶ managementmanagers & directories¶ management



6. Budget6. Budget

See budget in MS Word DocSee budget in MS Word Doc



7. Evaluation7. Evaluation

PublicityPublicity

General feedbackGeneral feedback

Online evaluationOnline evaluation

Online surveyOnline survey

Unit 3 PR Programme 2

Documents

Transcript of Unit 3 PR Programme 2