Webinars is a fast and easy way to update your knowledge in key topics. PATA is organising a webinar on how to effective host media from tourism generating source markets as a major recovery strategy after a crisis.
Now that crises are becoming part of everyday managerial life, the need to be prepared is becoming a duty for each hospitality organisation. The good old times of being able to think “it won’t happen to me“ are long gone.
PATA has now established a Rapid Recovery Task Force to address post-crisis recovery strategies in the face of natural, economic, or political upheavals across countries.
The Task Force is comprised of PATA members who will work on these issues and consequently devise rapid response strategies that will provide the industry with a pro-active action plan, and resources to speed its recovery after a crisis.
The Task Force will be conducting a series of monthly webinars, directed at owners and senior executives of all tourism operators which accept the responsibility for the safety and security of their customers, staff and assets, as well as recognize the shared liability towards the branding of the destination.
The next webinar in the crisis management series will focus on Tourism Recovery from Security Related Issues with a Focus on Media Relations.
Any recovery campaign after natural or man-made crises must be focussed on restoring confidence, trust and security in a destination or business which has been violated. PATA’s Project Phoenix in 2003 which was the post SARS recovery campaign is the ideal template for a media orientated recovery campaign because it successfully involved the media.
The most effective way to work with the media in a recovery campaign is to give invited journalists, TV Crews and radio journalists as much freedom of possible with one important rider. The journalists the destination hosts are responsible, have a high degree of credibility with their audience and have a high level of empathy with tourism.
But it is important to realize that “sanitised “ media trips never work in restoring tourism reputation or confidence, because they engender mistrust from professionally sceptical journalists like “ what are you trying to hide ? “
This Webinar offers key guidelines to effective hosting of media from tourism generating source markets as a major recovery strategy.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
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