Assignment 1…….We need : Introduction to Turkey, PR-definition,
PR-function/user, PR advantages and
disavantages , PR Turkey, Turkey tourism board
(give name). Advertising should not be
writing about. This assignment is about
public relations
A)
Role and scope of
public relation as a promotional tool
Turkey is a
transcontinental country situated in Western Asis 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 realtion’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 realtions:
Public
relations functions of Turkey are the same as mentioned above.
Name
of Turkish ourism board:
The
name of the Turkish tourism board is “Turkish Culture and Tourisim 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, 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
|
Over the predict period
travel and tourism is anticipated to demonstrate good worth growth at steady. Enhanced
economic situation and a more steady political position are anticipated to
drive sales. Toristes form all over the world are expected to visti 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 centres, hotels, health and wellness centres 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 Arilines”. Turkish
Airlines accounted for the chief share of value sales in tourism and travel in
2013. The company is accopmany 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
travellers 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 every
thing 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 Istambul. 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:
A 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 Aladağlar
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 P.E.S.T.L.E.analysis and S.W.O.T.analysis
Turkish Travel and Torism
SWOT ANLAYSIS:
Ø Strenghts:
· Strong
commitment towards sustainable tourism.
· Govenemtn
support of new developments in line with national strategy
· Clear
long-term strategy
· Availabiltiy
of diverse geography
· Well
established brand
Ø Weaknesses:
· Average prices
lower than neighbouring countries comptetions with Turkey
· Increasing
input costs
· Lack
of regulations in the less organized businesses sectors
Ø Oppourtunities:
· Promote
regional coordination
· Elimination
of capital into under developed regions
· Increased
attractivenesss of FDI
Ø Threats:
· Already
established torusim market may fight change
· Strengthening
of Turkish currency
· Reional
unrest-neghbouring conflicts
PESTL
analysis:
Ø Political:
· Syerian
refugees-over population will result in over population of refugee camps,
umplement, social and civil unres, illegal activities.
· Deterionation
of realtions with Iran will procuce difficulty to construct a unified silk road
Ø Economic:
· large
privatization, ecomoic and judicial reforms, strong and stable growth,
structural changes in banking; foreigners will be more interested in investing
into an economically stabe country.
· Prospective
EU membership; stability boosts Turkey attractiveness.
Ø Social:
· Faster
type of growing households couples, without children will result in great
segment opportunity to focus on for a potential segmentation.
· Rinsing
urbanization trend; better jobs, education and entertainement for rural towns’
citizens will result new jobs opportunities in rural towns.
Ø Technological:
· The
solar energy potential of Turkey is hgier than the potential of several EU
countries together; attractive investment opportunites 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’s 2nd largest behind chnia provides a
lot of employement. Fast growing of the construction industry’s active
participation of the private sector result in more benefits thatn the public
sector. It will result in driving force in the economic uplift of the country
and good opportunities for the silk road project.
3
Public promotion plan with appropriate promotional objectivesFor
POINT 3 is about Public Relation Plan with press conference and use exemple 2
–PRBudgeting
Plan and objectives:
·
The current lack of a physical planning
practice will ber overcome by means of various regulatory arrangements to set
out and implement coordination.
·
An integrated approach shall be adopted
and maintained for planning efforts in areas with high local tourism potential,
instead of a problem-focused conception of planning.
·
The fragmented and plot based planning
practice should be discountiuned and tourism cities with remarkable global
competitive power should be established.
·
Technical personnel support will be
provided for entities and organizations bearing the authority to approve plans
at local level and thus the development of tourism shall be diredted.
·
Provisons shall be made for established of
particpative mechanisms such as Local Agenda with local council’s becoming functional
in a given neighborhood. Promising areas where organized tourism activities can
easily be developed shall be of preference when selecting toruism development
areas in any given locally, while in the mean time a systematic structuring is
assured through solution proposals for tenancy, infrastructure and enviormnetal
concerns.
Strategies:
· Reroute
all tourism investments toward reducing the imbalances of welfare and
development imbalances throughtout the country and treat them with an approach
that safeguards, conserves and improves the natural, historical, cultural and
social environment.
· Broadent
he base of participation in social, cultural and artistic events and propagate
the notion of development.
· Reveal
and expose, primarily with scientific studies, the cultural and artistic values
and heritage and crate a community awareness on these assets.
· Realting
the tourism industry’s development with market facts in orde to help a healthy
structuring and increased productivity.
· Respond
to both the rehabilitation needs of theinvestment environment and the ever
changing global trends and contemporary demands.
· Conserve
and use natural resources in the most economically and ecologically sustainable
way.
According
to example different promotional tools will be used like printed invitation,
tv, email, envelops, print media etc.
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
Holidyay. 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 indend 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 more hard 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 a 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
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://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