Challenges for Online PR & Marketing in Sustainable Tourism
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Transcript of Challenges for Online PR & Marketing in Sustainable Tourism
Challenges for (Online) PR in Sustainable Tourism... or how can we communicate sustainably and successfully in tourism?
Mag. Andreas JaritzNomad Earth Media www.nomadearth.com 27. November 2012
Donnerstag, 29. November 12
ContentIntroduction
Definition sustainable tourism
sustainable communication vs.communication in sustainable tourism
What is (online) public relations?
Cornerstones for successful (online) communications in tourism
Use-cases successful online communication Donnerstag, 29. November 12
www.oldyoungsea.com www.nomadearth.com/eatsurflive
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Definition Sustainable Tourism
Feluke am Nil, 1906Burton Holmes, Reiseberichte
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Travels (touristic activities) directly benefiting the people in the destination
Alltagsdefinition bei Nomad EarthFoto: Weltweitwandern
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Alltagsdefinition bei Nomad Earth
Travels saving resources – slow mobility, small accommodation, fewer artificial touristic attractions, experiencing natural environments
Alltagsdefinition bei Nomad Earth
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Traveling for activities: Surfing, Trekking, Kajaking und everything being great fun and good for you
Alltagsdefinition bei Nomad Earth
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Challenges for PR in Sustainable Tourism
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Open Dialogue
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Transparency
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Problem: Greenwashing
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normative Ethicsvs.
systemic Ethics
„You don‘t have to!“vs.
„It depends on“Donnerstag, 29. November 12
Sustainability = loose concept / elastic term
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Sustainability = term in desperate need of explanation
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Sustainability is facing critical public opinion as well as easy to convince public
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How can these challenges be mastered with (Online) Public Relations? ?
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Public Relations is...first things first
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PR is the practice of managing information between an individual or an organization and the public. Wikipedia
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some characteristics ofOnline Public Relations
can be „cheap“
personal instead of anonymous
dialogue centric communicationpeer communication
everybody can participate
what‘s out there, remains out there
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Sustainable Public Relations
trust and longtermrelationships
reject the 15 mins of fame
public relations = relations with the public
use resources in a smart way
Public Relations in Sustainable Tourism?
address to specific needsand challenges of industry
use tools of PR to communicate and connect with the public
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Sustainable Public Relations for Sustainable Tourism
has to be understood as an
OngoingStakeholder
ManagementDonnerstag, 29. November 12
Stakeholder Management
TouristicEntity
ActivistsOrganizations
Financiers/Owners
Employees
Community
Suppliers
Landlords
Destination/Origin Government
„The Media“
CustomersTourists
Prospects
educates | informs | justifies | advertises | delegates
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5 Strategies for Successful Online PR in Sustainable Tourism
1. combine forces
2. participate and engage in the dialogue
3. be transparent
4. define & discuss sustainability
5. embrace the process start now - never stop applies especially for
„smaller“ touristic entitiesDonnerstag, 29. November 12
combine forces
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combine forces
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participate & engage
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participate & engage
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be transparent
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define & discuss sustainability
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embrace sustainability it‘s a process
Preconception Interpretation& ActionP1P2 I & A
1I & A
2
Hey, it‘s a Hermeneutic Circle!Donnerstag, 29. November 12
Challenges for (Online) PR in Sustainable Tourism... or how can we communicate sustainably and successfully in tourism?
Mag. Andreas JaritzNomad Earth Media www.nomadearth.com 27. November 2012
Donnerstag, 29. November 12