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