PR and Crisis Management in the Tourism and Hospitality Industry

Learning outcomes addressed:

LO1: Assess the importance of a strategic approach to planning PR and crisis management activities in tourism and hospitality organisations

LO2: Critically discuss how key theory concepts and frameworks relating to Public Relations and crisis management are applicable in the context of tourism and hospitality organisations

LO3: Critically evaluate the complexity and resulting challenges involved in managing operations and communications at times of crisis Assessment topic (first attempt):

Drawing on relevant theory concepts and frameworks, and actual examples from the tourism and hospitality industry, critically discuss the opportunities and challenges involved in the organization of a public relations campaign when responding to crisis situations. (LOs 1, 2, 3)

Advice on approaching topic:

The answer should employ actual examples of documented crisis situations in the wider tourism and hospitality industry in referring to the challenges associated with crisis management (e.g. time-pressure, negative press, poor image for the organization, potential operational requirements, cost etc.) as well as the opportunities (e.g. if a crisis situation is handled effectively, it can actually result in positive associations and attitudes). The answer may be based on individual examples from various companies in order to support different parts of the discussion, but it may also be based on a particular company or organisation, provided that sufficient evidence is available to support a case-study approach. In both instances, the discussion should aim not to merely reproduce information on the chosen cases/examples, but to employ references to specific theory frameworks (e.g. communications, employee motivation, consumer psychology, change management, etc.) that can explain how these examples work, i.e. the ‘science’ behind practices reviewed.