Assignment 1…….We need: Introduction to Turkey, PR-definition,
PR-function/user, PR advantages and disadvantages, PR Turkey, Turkey tourism
board (give name).
Advertising should
not be writing about. This assignment is
about public relations
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A)
Role and scope of public relation as a promotional tool
Turkey is a transcontinental country situated in Western Asia
and Southeastern Europe. Turkey have a strategic position scheming the Turkish
Straits that connect Aegeon Sea and Black. Turkey’s geography consists of
constricted coastal plains on the west that become more and more rugged as it
progress eastward. The government scheme is a republican parliamentary
democracy.
Public relation:
Public relation is the condition of the connection between a
corporation or other association or a famous individual and the public.
Functions of the public relations
are:
Ø Community Relations
Ø Employee Relations
Ø Government
Relations
Ø Financial Relations
Ø Media Relations
Ø Public Affairs
Public relation’s advantages and
disadvantages:
There are a range of advantages of PR and the overriding
lone is its authority appeal to a large viewers. If it is a newspaper or a
magazine, millions of reader will notice the information of your industry and
appreciate it. Other advantage of PR is a great responses. Etc.
There are some disadvantages also: -
PR is a very hard discipline to realize conduct
productively. A strategy supported by the expert information of the media will
be required if you desire to get into the media wherever you can obtain high
response to your promotions.
Functions of Turkey public relations:
Public relations functions of Turkey are the same as
mentioned above.
Name of Turkish Tourism board:
The name of the Turkish tourism board is “Turkish Culture
and Tourism Office”.
(Anna, Rachel, Marion & Brian, 2003)
In Turkey a lot of people little entrepreneurs choose to
handle the advertising exercises for their own particular organizations, while
others decide to contract an advertising master. Supervisors of to a degree
bigger firms, then again, often contract with outside advertising or promoting
organizations to upgrade their corporate picture. Anyway whatever alternative
is picked, the leader of an organization is at last in charge of its advertising.
Tools and key activities for public
relations in Turkey
In the last few years, it has been progressively more
paramount to strike up advertising through a mixture of diverse online media
and informal organizations. It is a decent method for contacting a vast group
of onlookers with least venture. It permits you to extend a positive picture,
pick up adherents, keep up contact with your customers, organize and advance
your items and/ or benefits in an immediate manner easily. (Steven, 2005)
An essential arrangement or procedure for public relations
ought to contain the accompanying components:
· Goals.
· Meaning of the
intended interest group.
· Message (what
would you like to say to the intended interest group).
· Method.
· Strategies.
· Arranging.
· Plan.
· Key execution
markers.
· Assessment
component.
The following are situated out a portion of the fundamental
undertakings that can be utilized to help you create your advertising method
for your tourism organization. These can be partitioned into inward advertising
(went for the specialists) and outside advertising (went for customers,
speculators, open organizations, and so on.):NEXT Picture with example with
Internal Public Relations and External Public Relations need to be on Task 2
B) Diversity of publics and
audience, including the current and potential visitors and other stakeholders
within tourism and travel context….. All this Task B is wrong. Be about:
Turkey--Tourist current and potential, airline industry, hospitality industry,
tour operators, travel agent, and government.
Turkey’s current and potential
tourist:
In 2013, Turkey’s tourism and travel saw higher existing
value increase compared with the evaluation period average. It was owed to
improved economic situation in the country, competitive prices for flights and
promotions on packaged holidays. Despite of the continuing economic recession
in some European countries, political tension in the Middle East and the, the
number of arrivals also registered growth. Following are the numbers about the current
tourists from the various countries: -
Country
No. of visitors
Germany
5.0 million
Russia
3.5 million
United Kingdom
2.4 million
Bulgaria
1.5 million
Georgia
1.4 million
Netherlands
1.2 million
Iran
1.1 million
France
1.0 million
United States
0.8 Million
Syria
0.7 Million
1. Over the predicted period travel and tourism is
anticipated to demonstrate well worth growth at steady. Enhanced economic
situation and a more steady political position are anticipated to drive sales. Tourists
form all over the world are expected to visit Turkey. The Turkish Ministry of
Culture and Tourism has strategy to greatly spend in advertising and promotional
actions abroad in order to add to inbound tourism to Turkey. Also, growing
investment in entertainment centers, hotels, health and wellness centers are
anticipated to fuel growth in the predicted period.
Airline Industry:
There are various airlines are in operation in Turkey, the
main airline is “Turkish Airlines”. Turkish Airlines accounted for the chief
share of value sales in tourism and travel in 2013. The company is accompany
world’s fourth largest flight network, fleet of 231 aircraft at the ending of
the review period. Turkish Airlines recorded a resounding achievement at the
Skytrax World Airline Awards, 2013 with air travelers voting the airline for
the third consecutive year as the “Best Airline in Europe”.
Hospitality Industry:
Analysis gives a positive picture of the hospitality sector
with great future opportunities. Average prices are lower than the neighboring
countries, and there is inflexible price competition among the many competitors
in the Turkish hospitality market. There are some issues in the industry like increasing
input costs, unrecorded transactions, less organized businesses in the sector
and tax avoidance among smaller. It some
other strengths like a wide range of natural attractions, availability of an
excellent coastline, unique historical and archaeological sites and a suitable
climate, Well-trained workforce, Strong government support behind the industry.
There is unutilized potential not only in coastal tourism but also in various
other types of tourism including health & thermal resources, golfing,
winter sports, yachting. Steven, 2005)
Tour Operators & Travel Agents:
A good quality travel agent in Turkey help travelers
resembling you plan trips similar to yours every day, is in touch with current conditions, knows
all the good (and bad) travel services and can advise accordingly.
A Turkish travel agent is particularly helpful if you desire
to get married in Turkey. Good travel agent who knows everything about the
bureaucracy and paperwork also best florists, photographers and caterers.
Some of the famous Turkish Travel operators and agents are
given below: -
Efendi Travel:
It is highly-recommendable travel agency for those with
deluxe to moderate travel styles, based in Istanbul. Efendi Travel have the
facility to pick you up at the cruise
ship dock or airport , arrange for private guides, transfer you to your
Istanbul hotel, rental cars and tours, and onward flights, all with personal
service and 24-hour availability. They
also arrange innovative walking tours in Istanbul and have several good
value-for-money hotels in Istanbul. Their Backpackers Travel division is
particularly good for travelers looking for moderately-budget- priced travel
arrangements.
Argeus Tourism & Travel:
An all-around fine agency accessible to make any planning
for you anywhere in Turkey: reservations, hotel, car rental, airport pick-up,
with good guided tours.
Travel Atelier:
Extremely pleasant and upbeat to work with, this
husband-and-wife- agency. It is an experienced travel team who can assist plan
any sort of outing, anywhere in Turkey. If you're scheduling a wedding /
honeymoon in Turkey, these are the people to contact.
Rock Valley Tourism & Travel:
Aptly-named Rock Valley's strong point is tour of AladaÄŸlar
National Park and Cappadocia, but they too arrange tours to eastern Turkey,
Şanlıurfa and Nemrut Dağı as well as all other travel agency services all
through Turkey.
Turkish government role in tourism:
More contributing to Turkey’s strong socio-economic growth,
the Turkish Ministry of Tourism and non-governmental actors of the tourism
industry are functioning towards growing tourism receipts by utilizing the full
potential of different opportunities in this key industry. Turkish government
offers program and pursue policies that propose reduced utility prices and
lower tax rates, while positively eliminating any bureaucratic barrier that may
hinder sectorial increase. The combined hard work of the industry organizations
and government have already enabled the increase of investment in new areas,
such as building of large convention and expo centers which increase convention
tourism, mainly in the country’s largest city, Istanbul. With its exclusive
location that bridges Asia and Europe and with state-of-the-art facilities,
over a hundred five-star hotels and, the historic metropolis is the perfect
destination for large-scale international fairs, gatherings, and exhibitions.
2 Audit of internal and external environment
within the context of setting relevant goals and objectives for the campaign
using a range of PR and promotional skills…..ALL TASK 2 IS WRONG. BE ABOUT: TURKEY PESTLE analysis and SWOT analysis
Turkish Travel and Tourism
SWOT ANLAYSIS:
Ø
Strengths:
· Strong
commitment towards sustainable tourism.
· Government
support of new developments in line with national strategy
· Clear
long-term strategy
· Availability
of diverse geography
· Well
established brand
Ø
Weaknesses:
· Average prices
lower than neighboring countries completions with Turkey
· Increasing
input costs
· Lack of
regulations in the less organized businesses sectors
Ø
Opportunities:
· Promote
regional coordination
· Elimination of
capital into under developed regions
· Increased attractiveness
of FDI
Ø
Threats:
· Already
established tourism market may fight change
· Strengthening
of Turkish currency
· Regional
unrest-neighboring conflicts
PESTL analysis:
Ø
Political:
· Syrian
refugees-over population will result in over population of refugee camps, implement,
social and civil unrest, illegal activities.
· Deterioration
of relations with Iran will produce difficulty to construct a unified silk road
Ø
Economic:
· Large
privatization, economic and judicial reforms, strong and stable growth,
structural changes in banking; foreigners will be more interested in investing
into an economically stable country.
· Prospective EU
membership; stability boosts Turkey attractiveness.
Ø
Social:
· Faster type of
growing household’s couples, without children will result in great segment
opportunity to focus on for a potential segmentation.
· Rinsing
urbanization trend; better jobs, education and entertainment for rural towns’
citizens will result new jobs opportunities in rural towns.
Ø
Technological:
· The solar
energy potential of Turkey is higher than the potential of several EU countries
together; attractive investment opportunities for renewable energy
· Lower
efficiency in energy utilization compared to other EU countries; high initial
investment but greater returns.
· Lack of
financial resources of local entrepreneurs; jobs for engineers and specialist.
Ø
Legal:
· Easy to obtain
construction permits.
· Turkey
construction industry; words’ 2nd largest behind china provides a lot of employment.
Fast growing of the construction industry’s active participation of the private
sector result in more benefits that the public sector. It will result in
driving force in the economic uplift of the country and good opportunities for
the Silk Road project.
Assignment 2 …..PLEASE READ ON Assignment 2 title SCENARIO
AND ASSIGNMENT CONTEXT... NEED TO CHOOSE A MEDIUM TO LARGE UK TOUR OPERATOR. In assignment 2 you have not selected a tour
operator.
a)
Range of media suitable for public relation campaign
I have selected Cosmos Holiday. Cosmos Holidays is the UK's
largest independent tour operator and one of the oldest and well established
holiday brands in UK. Working for last 60 years. Cosmos at all times aim's to
provide their customers with everything that make the ideal holiday - from
putting the good package together to their service in resort. In spite of being
the biggest autonomous operator in the UK, they are smaller than the chiefly
publicly owned tour operators, which gives them the flexibility to react to
customer wants as and when they occur, that's the Cosmos family.
Cosmas intend to start its operations in Turkey also. Range
of suitable media for public relation complain are given below:
Print Campaigns
Print advertising fights commonly are embodied a procedure
in which an advertising delegate conveys press discharges to different media
outlets. These discharges advance an organization change, another item or
another administration. Parts of the media might then utilize the discharge to
compose a story, or they may contact the organization for an all the more
inside and out meeting. Excellent PR specialists will have a rundown of media
contacts that can be depended upon to expose the story. New specialists might
not have developed their individual contacts in the media yet and might not
have as much fortunes setting stories.
Radio and Television Campaigns
Radio and TV battles are comparable generally to print
crusades. Discharges and warnings are conveyed to projects that are identified
with what is constantly advanced. Radio hosts are regularly in need of visitors
and will be interested in booking a speaker for a meeting, especially on the
off chance that they are a built master or have a superb track record in
business. National TV meetings are harder to land, however neighborhood media
may be intrigued by doing a meeting.
Online Campaigns
Online advertising fights are getting to be progressively
famous and work in an assortment of distinctive ways. The primary is extremely
aloof. A discharge is composed and upgraded with watchwords that are identified
with the item or business. This discharge is then posted on an assortment of
distinctive sites that are, thusly, creeped via web crawlers. The organization's
discharge is then pulled up when clients search for those catchphrases. Social
networking and podcast battles are likewise getting to be more regular in this
enclosure. PR operators search out podcasters in a related field and attempt to
timetable telephone meetings for their customers.
Notoriety Management Campaigns
Notoriety administration crusades are regular, yet are never
advanced well - an immediate dichotomy in advertising. These battles are
utilized to shape or reshape popular notion and work off camera. They may
depend on posting positive remarks on destinations where an organization has
been censured, or they may be more forceful and really assault an alternate
organization that has freely defamed them
Relationship between public relation
in travel and tourism sector and the media
Advertising contrasts from other showcasing instruments
–mainly publicizing in imparting messages in light of the fact that it is the
advertising that best makes the dispatch of a brand, as it has a more prominent
believability. Besides, advertising is very economical contrasted with
publicizing. (Graham, 2004)
Advertising is turning into the standout amongst the most
imperative parts of promoting and deals capacities of tourism as its definition
incorporates "to advance enhanced seeing in the middle of administrators
and their open". Expanded rivalry in the business compels the
administrators to make familiarity with another item or office for the clients.
Pictures are manufactured and made by advertising through print media,
informal, and the mentality of the focused on crowd. In the event that done
legitimately, potential visitors will know how they will advantage, take in and
develop from going to a specific site or occasion. Notice, tourism business is
portrayed by flexibility of decision from the single person regarding choice of
end of the line, transport mode thus on and by solid rivalry among the
different portions of industry (counting the goals) that supply the business
sector
Case in point, Travel Industry Association of America,
distributed in their site that travel and tourism positions as America's third
biggest retail deals industry and it is the country's biggest administration
send out industry, and is one of America's biggest superintendents. The case is
not diverse in United Kingdom. Around the world, the UK positions the seventh
in the universal tourism profit class notwithstanding the fall in landings
(roughly 9.4%) after the terrorist assaults. What's more the tourism business
speaks to 7.1% of aggregate job. In addition, tourism produces 8% of London's
GDP which is in the meantime, the city's second biggest industry
b)
PR and promotional skill
Shared view Public Relations helps our customers get the
most out of their associations with key groups of onlookers. We accept
intensive, captivating and important interchanges can upgrade shopper and
representative dedication, inspire venture, enhance comprehension and reception
of new advances, and effect your main concern.
Our generally little size gifts us the chance to work in a
purposefully synergistic, profoundly captivating path inside our group and with
our customers. We put resources into the databases and exploration engineering
to level the playing field with "huge organizations" yet accept our
energy and agility bring far more prominent results. (Steven, 2005)
Effectiveness of chosen media
Open air promoting/bulletins: These achieve a larger number
of individuals for a dollar than whatever other media, yet are constrained to a
picture and close to eight words.
Radio: Reaches the second most individuals for a dollar,
however can't be focused on geologically and must be inexactly demographically
focused on. Yet in the event that individuals will drive huge separations to
purchase your item, or in case you're offering a "we come to you"
benefit, this is likely your most logical option.
Digital TV: Offers the effect of moving pictures and
additionally talked words. Can undoubtedly be geologically focused on. Be that
as it may your notice will probably look custom made.
Telecast TV: Big esteem. Gobs of cash. Yet ready to target
psychographic profiles. Purchase particular shows; never purchase a rotator.
Daily papers: Reach clients who are in the business to
purchase today. Shockingly, individuals not at present in the business sector
for your item or administration are more averse to perceive your commercial
than if it had showed up in an alternate media.
Magazines: Expensive, however high-affect with tight
focusing on. Minimal waste. Shortcoming is rarity of reiteration.
Standard mail: Highly focused on, the distance down to the
level of the single person. At the same time shockingly costly to do right.
Business index: Essentially an administration catalog for
the client who has not yet made up his or her brain. Exceptionally silly for
retail organizations. (Graham, 2004)
Conclusion
More than 90% of tourism using is thought to release far
from groups close most nature tourism locales. In spite of the fact that the
abnormal state of spillage ought to be considered and ought to be decreased
where conceivable, one ought to recollect that this spillage not just comes
about because of the way of the tourism business, which requires considerable
use before entry on location, additionally from the way of the remote groups
where ecotourism happens. Other monetary exercises in these groups presumably
likewise will display large amounts of spillage essentially in light of the
fact that the nearby economies are little and not extremely differing. Besides,
however the quantity of occupations made will be low, in provincial economies
even a couple of employments can have a huge effect. Still, ecotourism
advantages ought not to be oversold, or there may be a backfire as reality
neglects to satisfy desires.
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http://globaledge.msu.edu/countries/turkey
http://www.mediamiser.com/resources/pr-glossary/public-relations-specialized-functions/
http://www.tourismturkeysite.com/default.asp?Col=1&bg1=home&bg2=home
http://www.euromonitor.com/travel-and-tourism-in-turkey/report
http://turkeytravelplanner.com/tourop/index.html
http://www.invest.gov.tr/en-US/sectors/Pages/WellnessAndTourism.aspx
http://dtxtq4w60xqpw.cloudfront.net/sites/all/files/pdf/group_8_turkey_strategy_report_0.pdf
http://www.cosmos.co.uk/news/holidays/2012-news/the-uks-largest-independent-tour-operator
http://www.kulturturizm.gov.tr/genel/text/eng/TST2023.pdf