FOREWORD: by Keith Bellows, executive editor, National Geographic Traveler, who will comment on the importance of PR to the travel & tourism industry.
CHAPTER 1: The Industry and PR's Role in It __
--The Industry's Scope __
--Economic Impacts Now Shape Industry News __
--PR Tools & Special Audiences/Publics __
SIDEBAR 1-1: PR, and Travel & Tourism PR Tools __
SIDEBAR 1-2: Travel & Tourism PR Audiences __
SIDEBAR 1-3: Top 10 Travel Agencies __
SIDEBAR 1-4: International Travel Press: The Rules Are Different __
SIDEBAR 1-5: 10 Ways To Manage Communication in a Crisis __
--What PR Is, And Is Not __
SIDEBAR 1-6: In-House PR Vs. Outside Agency/Consultant Support __
--PR Is Not Publicity, Propaganda, Marketing, or Advertising __
--PR's Rich Hundred-Year Heritage __
--Marketing & PR Synergies __
ADDITIONAL PR SOURCES __
CHAPTER 2: PR At Hotels & Lodging Establishments __
SIDEBAR 2-1: How to Use PR to Grow an Award-Winning B&B __
PR TOOLS & AUDIENCES __
--Community Groups __
SPECIAL HOTEL PUBLICS __
--Travel Writers __
--Convention & Visitors Bureaus (CVBs) __
--Meeting Planners __
MORE PR TOOLS __
SIDEBAR 2-2: Press-Friendly Web Sites __
SIDEBAR 2-3: B-roll: An Essential, Cost-Effective PR Tool
In the Travel Biz __
--Trade Shows __
ABUNDANT MESSAGES/NEWS HOOKS __
SIDEBAR 2-4: Grande Lakes, Orlando--Redefining the Orlando
- No. of pages:
- © 2006
13th October 2005
- Print ISBN:
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.
"Hats off to Dennis Deuschl for writing the comprehensive 'bible' for tourism PR professionals. Success in today's competitive marketplace requires commitment and dedication to the complete traveler experience -- visitors' perceptions and feelings about a destination must be positive to ensure their continuing loyalty and affection. Deuschl's book helps teach this important principle."
-- Michael D. Gehrisch, President & CEO, Destination Marketing Association International, Washington, D.C.
"A primer for any art museum—or other cultural institution for that matter—interested in audience development. Travel and Tourism Public Relations is a practical guide featuring best practices that any Museum communication staff can translate into coverage in regional and national travel publications."
-- Lawrence J. Wheeler, Director, North Carolina Museum of Art
"While Dennis Deuschl's guide makes an excellent primer on travel-related public relations for hospitality managers, it should be required reading for anyone entering travel and tourism PR. In fact, given how current it is, the book can serve as an outstanding refresher course for any veteran practicioner. Plus, it will serve any corporate PR pro in the industry with great insights and tips on how to seek out the best fit among public relations firms."
-- Steve Loucks, CTC, Senior Vice President, Tourism & Lifestyle, Edelman
"Third party endorsement, through strategic and effective public relations, is critical to the success of hotels, attractions, destinations, transportation modes, and restaurants. Dennis Deuschl's book offers a clear and concise blueprint for how to work with the media, and gives every hospitality manager an insider's understanding of the unique workings of the travel and tourism industry. It is an indispensable desk reference on PR, with solid, practical advice from some of the m