Travel and Tourism Public Relations: An Introductory Guide for Hospitality Managers by Dennis E. Deuschl

Synopsis

The opening chapter explains the recent growth of industry PR, and travel & tourism news coverage which today focuses on the considerable economic benefits of the industry. Additionally, it reviews the leading news media that covers the industry, the primary PR tools and audiences, and details the factors leading to PR's new prominence across the industry. It also provides informative sidebars with lists of key industry print media, top travel agencies, plus a Travel Industry Association of America case study of a post-9/11/2001 campaign to restore American confidence in travelling. It also includes a composite definition of PR, and tells how PR is a discipline distinctively different from publicity, propaganda, advertising, and marketing. The author notes how, over the past decade due to economic conditions, PR in many cases has been integrated with marketing communications and played an important role in both strategic and tactical marketing activities.
Following this overview, the ensuing five chapters examine communications model specifics that are of special importance to the industry's major sectors: hotels/lodging establishments; restaurants; tourist attractions/destinations; and transportation services. Each of these sectors have their own
special messages, PR tools, and audiences. For example, meeting planners and travel agents are of most importance to hotels, while travel agents are of little importance to airlines and restaurants. Also included is a chapter about what travel employers should understand about PR

The chapters will be followed by appendices that will include:
The top 30 U.S. Travel & Tourism Professional/Trade Associations; and theLeading U.S. Travel & Tourism Universities.

* Provides a comprehensive how-to guide for travel & tourism PR practitioners to increase profits and enhance the visibility and image of their company or client
* Introduces the key domestic/international media and audiences that PR pros in travel & tourism need to target, plus what the best PR tools are to use -- including crisis communication -- along with case studies
* Addresses the unique communication challenges in each major industry sector as faced by travel & tourism PR professionals through perspectives from industry experts
* Features a dozen sidebar contributions by some of the industry's top PR experts and media stars
* Advises industry employers about the value of PR, what it is and is not, and suggests ways to identify PR talent

Biography

Dennis is a 40-year professional communicator with over 25 years' experience in the transportation field and five years as a consultant to a major luxury hotel chain. He has been an adjunct professor in the University of Virginia PR Certificate Program for five years, and taught undergraduate and graduate PR courses at the American University School of Public Communication for two years. He has written numerous articles on PR and transportation for various professional and trade publications including "Public Relations Journal," "Public Relations Tactics," and "Communications World."
Deuschl holds a B.A. degree in journalism from Rutgers University, and a M. S. degree in public relations from American University. He has been a fully accredited member (APR) of the Public Relations Society of America since 1976.
From 1963-91, he served as a public affairs officer with the U.S. Air Force Reserve. His first seven years were spent on active duty in Laredo Texas; San Bernardino, Calif.; and Taipei, Taiwan. When he retired in 1991, he was a Lieutenant Colonel. His military decorations included two AF Commendation Medals, and the Meritorious Service Medal.
Following seven years as a PR executive with two large U.S. financial firms, Deuschl served from 1976-2001 as Communications Director of the U.S. Department of Transportation's Saint Lawrence Seaway Development Corp. While there, he promoted increased international trade, cruise line sailing, and tourism for the Great Lakes Seaway waterway system.
He and his wife, Vivian -- vice president of corporate public relations for the Ritz-Carlton Hotel Co. -- reside in Northern Virginia, and have two adult daughters.