HLT6045: You are a PR Consultant and have been Engaging by a Tourism: Public and Media Relations for Tourism, Hospitality & Events Assignment, CMU, Singapore

Learning outcomes:

On successful completion of this module students should be able to:

1. Evaluate the importance of public relations to the tourism, hospitality and events industries, with particular consideration to the concept of “Reputations”.

2. Critically assess the opportunities and threats that the Internet and social media presence to the effective management of public relations for the tourism hospitality and events industries.

3. Research and evaluate a range of issues affecting public relations and sponsorship most relevant to THE industries, including technological, business, political, geographical, cultural, social, and ethical.

4. Research and evaluate cases that reflect good practice and effective strategies in public relations and sponsorship management in THE industries.

Indicative content

• Definitions of Public Relations and Sponsorship in the broader marketing context.
• Understandings of the concept of “Reputations” in tourism, hospitality, and events.
• The impact of social media and web 2.0 on traditional public relations and sponsorship practices.
• Best practice models in public relations and sponsorship.
• Technological, business, political, geographical, cultural, social and ethical issues of public relations and sponsorship management

Assessment — Individual portfolio

Assignment/Coursework Brief

Scenario: You are a PR consultant and have been engaging by a tourism, hospitality, or event organization to produce a portfolio of work comprising of specific tasks.

Select a real-life organization/company that you are particularly interested in as your client. This can be a large or small organization, that must be currently in operation. You can select a large government organization, a charity, or a commercial business for example. You may consider selecting an organization that has featured in the media recently as this can provide you with context and evidence to support aspects of your work.

Additional Guidelines

Section 1: Write an introductory statement that provides a critical analysis of that company’s public relations and overall reputation. Include references to the academic theory to support your arguments.

Include a recommendation evaluating the types of PR and/or sponsorship activities that are most appropriate to the organization’s current situation. This will include a rationale for your choice of tools from the ones listed below.

Sections 2, 3, and 4: Select 3 out of the 5 options below and write the following documents for your client:

• A press release
• A social media staff training manual
• A PR crisis communication staff briefing note
• A media event checklist
• A familiarisation visit toolkit