ABSTRACT
Above all, travel and tourism employers should recognize that PR by itself is not an immediate panacea for solving all of your image problems. It has a much better chance of succeeding if you give it time to build solid long-term relationships with your firm’s key audiences. You can help your practitioners be successful by insuring that they are constantly “kept in the loop”—keep them fully apprised of company developments and grant them direct access to your top executives. Lastly, always remember that no amount of PR can overcome a flawed or unsafe product or service. As the old adage goes: “You can’ t make a silk purse out of a sow’s ear!” If you try to use PR to cover up serious deficiencies, your efforts are doomed to fail, because PR becomes impotent once it loses its credibility.
