This chapter completes Part I11 by examining the management of public awareness programmes. It starts by describing their role in relation to the tourism development policies and strategies. It then explains that a public awareness programme answers four fundamental questions for the local community. The chapter goes on to examine local community involvement and the role of a local community tourism action group. It continues by explaining relations with the press, press releases and press conferences, advertising, tourist newspapers, television and radio, competitions, schools, a host programme, workshops and seminars and public awareness campaigns. The chapter then describes approaches to making tourists aware of the local culture. It concludes with the objectives, results and activities, representing the public awareness part of the overall management and planning process.