Donna Freydkin Summary
Celebs try to refurbish their reps
Donna Freydkin
According to Donna Freydkin, "For Celebrities, image isn't everything. It's the only thing (Freydkin, 2004, p. 1)." The author of this article takes a look at certain celebrities who have been through rough times of late. She suggests ways in which these celebrities can repair their image. The celebrities mentioned were Janet Jackson, Michael Jackson, Ben Affleck, and Jennifer Lopez. Janet Jackson disappeared from the public eye after her breast flashing incident during the Super Bowl halftime show but she did make an appearance on the David Letterman show. At late night show Janet Jackson said that it was not planned and the incident was simply a wardrobe malfunction. Publicist Maureen wishes she would make light of the situation instead of just saying the same line over and over about the incident. She suggests that if she makes an attempt to laugh about it then the public could see that she …show more content…
wants to move on with her career. Then she talks about Michael Jackson, who was previously mentioned in my last article review. She believes that Michael Jackson played the political card when he met with Congress and received praise for helping in the fight against AIDS in Africa. Everyone knows about the nasty breakup between Affleck and Lopez, but how did it affect their career? Well it did not help when they released a movie together, (Gigli) which was a huge flop and was attacked constantly by the media. Since then both of them have been attempting to refurbish their images. The author believes out of the two Ben Affleck has done the better job, going back to his "down home, denim-wearing guy next door" look that made him first appeal to the public. Plus, he is willing to laugh and joke about his busted relationship. On the other side Lopez is trying to downplay her diva status and make as many appearances as possible. Maureen Orth believes that Jennifer Lopez, "should pull a Madonna and have a family to soften her image and be more normal (Freydkin & Orth, 2004, p. 2)."
This article discusses many aspects discussed in the chapter including repair of a bad image, damage control, and certain examples of conducting a personality campaign. In reference to Michael Jackson, it seems that repairing his image consists of giving money to charities, which publicists agree this tactic works. As Howard Rubenstein says, "Help rescue some kid that is in a dire situation, or do something nice for a family. But don't publicize it at first, just do it, and let the publicity follow (Freydkin & Rubenstein, 2004, p. 2)." Ben Affleck, instead of Jennifer Lopez, seemed to heed the advice of Maureen Orth, and started his own family by marring Jennifer Garner. Jennifer Lopez is the perfect celebrity to conduct a personality campaign with. It seems that every week she is having her publicist conduct the five steps to conducting a campaign. She always has a media release, public appearance, or photographs in numerous media publications. Not to mention making trips down the read carpet of every award show, J. Lo (Nickname) is always present in the media eye. Moss rivals vie for catwalk crown
Murdo Macleod
"Kate Moss should no get out of bed at all for at least six months. (Macleod, 2005, p. 1)." PR experts all agree that if Kate Moss keeps her nose clean, "literally and metaphorically," then maybe she can repair a heavily tarnished image. Since the release of the pictures Moss has been dumped from several of contracts, including H&M, Chanel, and Burberry. She is still under contract with Rimmel and Christian Dior but both companies are currently reviewing her contract meaning that those to could be stripped before the beginning of the 2006. Plus, the police are investigating the incident, which could lead to her being in charged and social service taking custody of her child. Public relation practitioners all agree that Kate Moss's reputation can be saved including Max Clifford who said, "Moss could be rehabilitated in public life in as little as six months by lying low, undergoing professional therapy, going on television to say she had put her habit behind her and helping anti-drug charities (Macleod & Clifford, 2004, p. 2)." If this can not be done successfully her career could be over because there are plenty of young models waiting for the chance to take her job on the modeling runway. This is a perfect example of the chapter's description of damage control. The publicist for Kate Moss has a long road in an effort to repair the image of the once popular model. This can be performed through a precise personality campaign, consisting of news releases, and public appearances. The news releases should be positive, making it appear that she is working to over-come her drug habit. Also, it would not hurt to distribute pictures that show her helping in anti-drug charities. The public appearances should be positive depicting that her life is headed in the right direction. Of course, all this depends on her willingness to perform the necessary steps to shake this set back. Other celebrities brought back from drug related damage control include Nicole Richie, Charlie Sheen, and Matthew Perry.
The Price of Publicity
Daniel Grant
In this article Daniel Grant discusses the job of a publicist in promoting an artist. According to Grant, "the tasks of promotion are extensive: framing and photographing the artwork; developing and maintaining a Web site; publishing and distributing materials such as brochures, postcards, and prints; and researching and following up on contacts (Grant, 2003, p.1)." Plus, the article looks at how Brooklyn painter Robert Zakanitch hired publicist Pat Hamilton to promote his work. The first job for Hamilton was to produce a brochure containing work produced by Zakanitch and distribute the brochure to 200 museum directors. The result was a series of exhibitions in five museums throughout the year. This move by Hamilton helped Zakanitch's career by getting his art exposure and publicity. "A publicist's job is not only to tout some person or object but also to position the client in the market, establishing that individual's or thing's uniqueness (Grant, 2003, p. 1)." The key is to find that characteristic in the person's work and exploit it. Dick Phillips, president of the publicity firm Phillips & Partners, helped promote the work of artist Curt Walters. The Phillips firm focused on the fact that Walters donates a majority of his profits from his Grand Canyon paintings to a nonprofit Trust. "You can find more newspapers, magazines, and television stations willing to report on a successful artist who raises funds and is an expert on conservation (Grant & Phillips, 2003, p. 2)." The goal of publicity is to obtain results and this may take long term commitment including following certain steps in the allocation of the product. The first step is distributing a press release, which should contain images of the work. The easiest way is to develop a press package containing the press release, illustrations, photos, resume, and a biography of the artist. It is important to get these materials out to magazines and newspapers six months before the event takes place. "When preparing a media campaign, there are two critical points: to whom the press release or package should be sent and how to write the release (Grant, 2003, p. 2)." The press release should be set up like a news article, placing the most important information first, including when, where, and a description of the event. Plus, the headline should be well written, containing something that will catch the attention of the audience.
This article was chosen as an example of performing a personality campaign and to some extent, promoting an entertainment event. The first step mentioned was interviewing the artist to see what marketing strategy should be taken. The author gave detailed steps to follow in how to prepare and distribute a press release. Furthermore, the article reviews how to promote an event, in this instance the event is an art exhibition. If the press release is distributed effectively it could lead to ticket sales and publicity for the artist. The last aspect this article hits on, in reference to the chapter, is the drip-drip-drip technique. The publicist for the artist has to consistently release information about the event to newspapers and magazines, in an effort to have people participate. Releasing the first press release six months before the event and then gradually releasing further information leading up to the exhibit. Breath of fresh air
Ron LeMasters
This article talks about sponsorships in NASCAR and the emergence of special paint schemes sponsoring certain products. "Sometimes it's to promote specialty products of the teams sponsor, and at others it's to bridge the gap between primary and associate. The author mentions the car Bobby Labonte ran at California race in the spring (above left), promoting the Asthma Control Test. The point of having a product on the car is to call attention to that product in an effort to increase sales. "Medical conditions like asthma are sponsorship equivalents to public service announcements, at least in NASCAR (LeMasters, 2005, p. 1)." Plus, it's an effective way of promoting awareness to a large and diverse audience. In addition to the car, the sponsors set up tents and mobile exhibits outside the track were fans can learn more about the condition. Other cars that run paint schemes to promote certain health issues include Casey Mears (Breast Cancer and Nicorette), Kyle Petty (Victory Junction Camp), and Mark Martin (Viagra, top right). There is no sport that deals more with sports publicity than NASCAR. The whole sport is set up to promote products, driver, car manufacture, and the races themselves. Public Relations and Advertising are a huge aspect of the sport. Practitioners represent the sponsors, the drivers, and the tracks. The sponsors are represented on the cars in an effort to gain recognition from the fans, and in return the teams receive money to compete in the races. Without sponsorship race teams are unlikely to succeed due to the amount of money it takes to run a team. Drivers, like other athletes and celebrities, need someone to handle their day to day routines, including appearances, and meetings. Also, the practitioner could have to administer damage control in the instance that an athlete makes a mistake in the media. For example, today Kurt Bush, who drives for Roush Racing, was released from his contract for being arrested for various violations. Sponsors want a driver who is going to represent their company in a negative manner, and sponsors require the driver to agree to act in an appropriate manner. The races are also publicized in an effort to get fans to attend. An example would be the Daytona 500, the Super Bowl of NASCAR racing, known as the "Great American Race." The public relations practitioner working for a race track has to handle event planning, driver relations, operations, sales, and sponsor issues. The chapter discusses the M.U.S.T.S.ystem to evaluate sponsorship and it can be easily applied to NASCAR. For example, the sport has to be successful to generate media appeal and sales appeal. If there is a large enough fan base then the media will cover the events in an effort to make a profit. I have been to a NASCAR event and can tell you from experience that every race is sold out, meaning that sales appeal is obviously there. The tracks do an excellent job at developing user friendly atmospheres consisting of shops, tours, and driver appearances. Furthermore, the special event potential takes place at each race when 150,000 fans show up to cheer on their favorite driver.
The Report on the Montana Tourism Industry
To represent Travel Promotion it was easier to take a report on tourism from the state of Montana and break it down into how it relates to the chapter.
First, I will attempt to give a description of what is discussed and offered in the report. The first two pages of the report consist of messages from the Montana Department of Commerce Director (Mark Simonich) and Montana Promotion Administrator (Betsy Baumgart). They both point out that over the past few years the tourism across the state has increased. "The annual report provides a summary of the activities and accomplishments of Travel Montana Program and the Marketing goals planned for the coming year (Baumgart, 2005, p. 2)." Tourism in Montana has amassed $1.8 billion dollars and last year alone the state welcomed 9 million visitors. This success has been associated with solid planning, funding, and strong partnerships with local businesses. In an effort for you to gain a better understanding of each section of the report I will briefly describe each
heading.
Montana's Tourism Funding In 1987 the Montana Legislature created a 4% lodging tax, known as the "bed tax." Since its creation the tax has been successful in creating one of the fastest growing tourism markets in the country. The bed tax is responsible for all the funding of tourism products and industries that take place within the state. For example, it supports buildings used for tourism, and state parks.
Tourism Organization The Tourism Advisory Council has five specific duties including; advising the governor on matters related to travel and tourism in Montana, making recommendations to the Montana Promotion Division, they maintain distribution of funds and regulates Montana's nonprofit tourism regions and Conventions and Visitor Bureaus (CVB's), determine expenses from bed tax funds for each tourism region, and handle projects related to the university travel research program. Montana is slit up into six tourism regions, each containing their own marketing plan, and within the six regions there are ten CVB"s.
Research Results
According to the report, "To track the growth of Montana's tourism industry and to help the state make informed marketing decisions, research is an invaluable tool (2005, p. 6)." The research has found results in what vacationers prefer. It was found that visitors spend a majority of their money on gas, bars, and restaurants, not on lodging. Furthermore, the top activities were shopping, wildlife watching, day hiking, camping, visiting historical sites and picnicking. The top destinations include Glacier and Yellowstone National Parks, Fort Peck Lake, Little Big Horn, Lewis & Clark Center, and the National Bison Range.
Marketing the Montana Mystique "Travel Montana creates a marketing mix which strives to provide specific messages aimed at varied interests (2005, p. 7)." Of coarse they are still marketing to their mature travelers and outdoor lovers but are trying to reach a larger population including revealing to local Montanan's that their state is vast and that they should travel through out the state. Currently Travel Montana has six publications available to people interested in visiting the state, including a Winter Guide (above left), Vacation Guide, Travel Planner, and Calendar of Events. According to the report, "Montana produces and distributes more than 1.5 million pieces pf travel literature each year (2005, p. 8)."
Instant Information For Visitors
The best way to obtain information about taking a vacation in the Montana area is through the internet. They also have a call center that takes requests at 1-800-VISIT-MT.
International
Travel Montana is in the process of trying to develop and cater to a global market. The countries of interest include the UK, Germany, France, Belgium, the Netherlands, Italy, Japan, and Taiwan. The goals for obtaining this will be international FAM tours, and extended media coverage in overseas markets.
The Future: Tourism Development The Montana tourism department is continually working to provide new destinations through unique packaging plans. They are presently developing numerous projects across the state, including the Montana Dinosaur Trail, Montana Birding Trail pilot project, and the Montana Scenic-Heritage Byways Program.
Spreading the Word
"Publicity is one of the most believable and effective types of exposure a travel destination can get (2005, p. 15)." They hope to gain recognition through organized publicity campaigns, media press tips, media assistance, and other services. Untold Story Leads and Montana Update are two publications produced by the Montana Tourism Department. The first is a newsletter sent to travel writers, editors, and producers, and it highlights the attractions of the six regions. The second publication is produced to provide information to tourism suppliers, legislators, and out of state media. They also produce landscape films to distribute to people hoping to visit the state of Montana. This can be easily compared to the section on travel promotion in the chapter. Plus, it covers the three steps in public relations for travel. In the chapter these are stimulating the public's desire to visit Montana, arranging were travelers are capable of reaching it, and making sure that visitors are comfortable, treated respectably, and well entertained. I believe I covered each aspect of the three steps in my review of the report, except the means to which travels can reach this destination. In the report they mention various means of public travel including bus, Amtrak, and by air. The Director of Tourism makes the statement in the report that they are currently in the process of expanding air travel. The report covers travel promotion mentioned in the chapter perfectly. The report mentions various ways they attempt to stimulate people to want to visit their state, this is done through distribution of information about what the state has to offer a visitor. The chapter and report both cover FAM trips as an important tool in getting travel writers and other media producers to distribute information through out the nation. That is, if the people on the FAM trip enjoy themselves. In the chapter, it is suggested that FAM trips should go against the ethics of travel promoters but of coarse travel writers still take them. Other topics covered in the report mentioned in the chapter included target audiences, and packaging. Personally, I was impressed with the level of information the state provides on any topic of interest. It makes me want to take a vacation to the state of Montana. The chapter mentions the use of Internet to promote travel and I recommend that you take a look at their Web site because it is impressive.
On Conquering the Fear of Terrorism
Bill Maxwell This article talks about the potential threat of terrorism hitting the United States, and why we should not let this take us away from traveling abroad. The author mentions two friends that were having second thoughts about taking their vacations because of the chances of a terrorist attack. Unlike his friends, Mr. Maxwell is determined to make his trip to South Africa. He says, "Americans should not live in fear. The current terrorist warnings may be real and may be based on the best intelligence, but I refuse to let fear drive my plans (Maxwell, 2004, p. 1)." He does admit, that every once and a while he thinks about the possibility but forces himself to remember his responsibilities. If we let fear overcome us and refuse to travel, then the terrorists have won. They have been able to distill fear in our society. This should not, and will not happen.
This article compares with the paragraph in the chapter that relates to the fear of terrorism. The chapter discusses the effect the Sept. 11th attacks had on travel. In the article the author reiterates the reason why we should not let the terrorists take away or joy to travel, whether on business or vacation. I agree with the author, in that, we must overcome this fear and continue to travel abroad, to show terrorists that we are moving on with our lives. Plus, the chapter discusses the resent upgrade in security and technologies in the travel profession. All Expenses Paid- the ethical swamp of travel writing
Elizabeth Austin
The last article I reviewed is about the ethics in travel writing, whether to except free trips offered by companies promoting tourism in specific areas. In her case, she was offered an all expense paid trip to a resort in Bali. At first her thoughts told her that excepting the trip was wrong and against her ethical code but after 15 years of flying straight, it was time to enjoy herself. "The trip was organized by the Los Angeles-based public relations firm, employed by a deluxe hotel chain to introduce the traveling public to its fancy new properties (Austin, 2004, p.2)." The majority of the people with her were journalists or publicists, most of who were used to theses FAM trips. Occasionally one of the guests would get upset over something simple, like not being able to see the elephants. These people are the spoiled type that take every trip possible and lack any bit of ethics. To Ms. Austin the trip was heaven, even though she understood that if this was real vacation things would not be as perfect. When a resort invites the press everything must be perfect, so they will go back and write excellent stories of what was seen and done. "Travel Publications celebrate travel, especially in its pricier permutations. A travel magazine that advises its readers to just stay home isn't likely to win subscribers or advertisers (Austin, 2004, p. 3)."
This article points out the ethical dilemmas in travel promotion, which is covered in the chapter. Whether to except free trips or not? That is the question that publicists and journalists deal with. Some companies look down on people of the media taking FAM trips but this practice is done throughout. It is an easy was to obtain exposure for your resort, or state.
Associated Press. (2005, September). Jackson speaks out for first time since trial. MSNBC. Retrieved October 25, 2005, from http://msnbc.msn.com/id/9346369/
Austin, Elizabeth. (2004). All Expense Paid- the ethical swamp of travel writing. Look Smart. Retrieved October 20, 2005, from http://looksmart.com/
Freydkin, Donna. (2004, April 8). Celebs try to refurbish their reps. EBSCOhost: USA Today. Retrieved October 20, 2005, from http://EBSCOhost.com/ Grant, Daniel. (2003, April). The Price of Publicity. EBSCOhost: American Artist. Retrieved November 9, 2005, from http://EBSCOhost.com/
LeMasters, Ron. (2005, September 7). Breath of Fresh Air. NASCAR.com. Retrieved October 26, 2005, from http://nascar.com/2005/news/business/09/07/act_labonte/
Macleod, Murdo. (2005, September 25). Moss rivals vie for catwalk crown. Scotland on Sunday. Retrieved October 26, 2005, from http://news.scotsman.com/
Mann, Denise. (2005, July 1). The BTK Killer: Portrait of a Psychopath. Fox News. Retrieved November 8, 2005, from http://foxnews.com/
Maxwell, Bill. (2004, June 1). On conquering the fear of terrorism. St Petersburg Times. Retrieved October 26, 2005, from http://shns.com/
Neimark, Jill. (2004). The culture of celebrity- creation of celebrities, dissemination of information about celebrities. Look Smart. Retrieved October 20, 2005, from http://looksmart.com/
The Report on the Montana Tourism Industry. Retrieved October 20, 2005, from http://travel.state.mt.us/
Donna Freydkin
According to Donna Freydkin, "For Celebrities, image isn't everything. It's the only thing (Freydkin, 2004, p. 1)." The author of this article takes a look at certain celebrities who have been through rough times of late. She suggests ways in which these celebrities can repair their image. The celebrities mentioned were Janet Jackson, Michael Jackson, Ben Affleck, and Jennifer Lopez. Janet Jackson disappeared from the public eye after her breast flashing incident during the Super Bowl halftime show but she did make an appearance on the David Letterman show. At late night show Janet Jackson said that it was not planned and the incident was simply a wardrobe malfunction. Publicist Maureen wishes she would make light of the situation instead of just saying the same line over and over about the incident. She suggests that if she makes an attempt to laugh about it then the public could see that she …show more content…
wants to move on with her career. Then she talks about Michael Jackson, who was previously mentioned in my last article review. She believes that Michael Jackson played the political card when he met with Congress and received praise for helping in the fight against AIDS in Africa. Everyone knows about the nasty breakup between Affleck and Lopez, but how did it affect their career? Well it did not help when they released a movie together, (Gigli) which was a huge flop and was attacked constantly by the media. Since then both of them have been attempting to refurbish their images. The author believes out of the two Ben Affleck has done the better job, going back to his "down home, denim-wearing guy next door" look that made him first appeal to the public. Plus, he is willing to laugh and joke about his busted relationship. On the other side Lopez is trying to downplay her diva status and make as many appearances as possible. Maureen Orth believes that Jennifer Lopez, "should pull a Madonna and have a family to soften her image and be more normal (Freydkin & Orth, 2004, p. 2)."
This article discusses many aspects discussed in the chapter including repair of a bad image, damage control, and certain examples of conducting a personality campaign. In reference to Michael Jackson, it seems that repairing his image consists of giving money to charities, which publicists agree this tactic works. As Howard Rubenstein says, "Help rescue some kid that is in a dire situation, or do something nice for a family. But don't publicize it at first, just do it, and let the publicity follow (Freydkin & Rubenstein, 2004, p. 2)." Ben Affleck, instead of Jennifer Lopez, seemed to heed the advice of Maureen Orth, and started his own family by marring Jennifer Garner. Jennifer Lopez is the perfect celebrity to conduct a personality campaign with. It seems that every week she is having her publicist conduct the five steps to conducting a campaign. She always has a media release, public appearance, or photographs in numerous media publications. Not to mention making trips down the read carpet of every award show, J. Lo (Nickname) is always present in the media eye. Moss rivals vie for catwalk crown
Murdo Macleod
"Kate Moss should no get out of bed at all for at least six months. (Macleod, 2005, p. 1)." PR experts all agree that if Kate Moss keeps her nose clean, "literally and metaphorically," then maybe she can repair a heavily tarnished image. Since the release of the pictures Moss has been dumped from several of contracts, including H&M, Chanel, and Burberry. She is still under contract with Rimmel and Christian Dior but both companies are currently reviewing her contract meaning that those to could be stripped before the beginning of the 2006. Plus, the police are investigating the incident, which could lead to her being in charged and social service taking custody of her child. Public relation practitioners all agree that Kate Moss's reputation can be saved including Max Clifford who said, "Moss could be rehabilitated in public life in as little as six months by lying low, undergoing professional therapy, going on television to say she had put her habit behind her and helping anti-drug charities (Macleod & Clifford, 2004, p. 2)." If this can not be done successfully her career could be over because there are plenty of young models waiting for the chance to take her job on the modeling runway. This is a perfect example of the chapter's description of damage control. The publicist for Kate Moss has a long road in an effort to repair the image of the once popular model. This can be performed through a precise personality campaign, consisting of news releases, and public appearances. The news releases should be positive, making it appear that she is working to over-come her drug habit. Also, it would not hurt to distribute pictures that show her helping in anti-drug charities. The public appearances should be positive depicting that her life is headed in the right direction. Of course, all this depends on her willingness to perform the necessary steps to shake this set back. Other celebrities brought back from drug related damage control include Nicole Richie, Charlie Sheen, and Matthew Perry.
The Price of Publicity
Daniel Grant
In this article Daniel Grant discusses the job of a publicist in promoting an artist. According to Grant, "the tasks of promotion are extensive: framing and photographing the artwork; developing and maintaining a Web site; publishing and distributing materials such as brochures, postcards, and prints; and researching and following up on contacts (Grant, 2003, p.1)." Plus, the article looks at how Brooklyn painter Robert Zakanitch hired publicist Pat Hamilton to promote his work. The first job for Hamilton was to produce a brochure containing work produced by Zakanitch and distribute the brochure to 200 museum directors. The result was a series of exhibitions in five museums throughout the year. This move by Hamilton helped Zakanitch's career by getting his art exposure and publicity. "A publicist's job is not only to tout some person or object but also to position the client in the market, establishing that individual's or thing's uniqueness (Grant, 2003, p. 1)." The key is to find that characteristic in the person's work and exploit it. Dick Phillips, president of the publicity firm Phillips & Partners, helped promote the work of artist Curt Walters. The Phillips firm focused on the fact that Walters donates a majority of his profits from his Grand Canyon paintings to a nonprofit Trust. "You can find more newspapers, magazines, and television stations willing to report on a successful artist who raises funds and is an expert on conservation (Grant & Phillips, 2003, p. 2)." The goal of publicity is to obtain results and this may take long term commitment including following certain steps in the allocation of the product. The first step is distributing a press release, which should contain images of the work. The easiest way is to develop a press package containing the press release, illustrations, photos, resume, and a biography of the artist. It is important to get these materials out to magazines and newspapers six months before the event takes place. "When preparing a media campaign, there are two critical points: to whom the press release or package should be sent and how to write the release (Grant, 2003, p. 2)." The press release should be set up like a news article, placing the most important information first, including when, where, and a description of the event. Plus, the headline should be well written, containing something that will catch the attention of the audience.
This article was chosen as an example of performing a personality campaign and to some extent, promoting an entertainment event. The first step mentioned was interviewing the artist to see what marketing strategy should be taken. The author gave detailed steps to follow in how to prepare and distribute a press release. Furthermore, the article reviews how to promote an event, in this instance the event is an art exhibition. If the press release is distributed effectively it could lead to ticket sales and publicity for the artist. The last aspect this article hits on, in reference to the chapter, is the drip-drip-drip technique. The publicist for the artist has to consistently release information about the event to newspapers and magazines, in an effort to have people participate. Releasing the first press release six months before the event and then gradually releasing further information leading up to the exhibit. Breath of fresh air
Ron LeMasters
This article talks about sponsorships in NASCAR and the emergence of special paint schemes sponsoring certain products. "Sometimes it's to promote specialty products of the teams sponsor, and at others it's to bridge the gap between primary and associate. The author mentions the car Bobby Labonte ran at California race in the spring (above left), promoting the Asthma Control Test. The point of having a product on the car is to call attention to that product in an effort to increase sales. "Medical conditions like asthma are sponsorship equivalents to public service announcements, at least in NASCAR (LeMasters, 2005, p. 1)." Plus, it's an effective way of promoting awareness to a large and diverse audience. In addition to the car, the sponsors set up tents and mobile exhibits outside the track were fans can learn more about the condition. Other cars that run paint schemes to promote certain health issues include Casey Mears (Breast Cancer and Nicorette), Kyle Petty (Victory Junction Camp), and Mark Martin (Viagra, top right). There is no sport that deals more with sports publicity than NASCAR. The whole sport is set up to promote products, driver, car manufacture, and the races themselves. Public Relations and Advertising are a huge aspect of the sport. Practitioners represent the sponsors, the drivers, and the tracks. The sponsors are represented on the cars in an effort to gain recognition from the fans, and in return the teams receive money to compete in the races. Without sponsorship race teams are unlikely to succeed due to the amount of money it takes to run a team. Drivers, like other athletes and celebrities, need someone to handle their day to day routines, including appearances, and meetings. Also, the practitioner could have to administer damage control in the instance that an athlete makes a mistake in the media. For example, today Kurt Bush, who drives for Roush Racing, was released from his contract for being arrested for various violations. Sponsors want a driver who is going to represent their company in a negative manner, and sponsors require the driver to agree to act in an appropriate manner. The races are also publicized in an effort to get fans to attend. An example would be the Daytona 500, the Super Bowl of NASCAR racing, known as the "Great American Race." The public relations practitioner working for a race track has to handle event planning, driver relations, operations, sales, and sponsor issues. The chapter discusses the M.U.S.T.S.ystem to evaluate sponsorship and it can be easily applied to NASCAR. For example, the sport has to be successful to generate media appeal and sales appeal. If there is a large enough fan base then the media will cover the events in an effort to make a profit. I have been to a NASCAR event and can tell you from experience that every race is sold out, meaning that sales appeal is obviously there. The tracks do an excellent job at developing user friendly atmospheres consisting of shops, tours, and driver appearances. Furthermore, the special event potential takes place at each race when 150,000 fans show up to cheer on their favorite driver.
The Report on the Montana Tourism Industry
To represent Travel Promotion it was easier to take a report on tourism from the state of Montana and break it down into how it relates to the chapter.
First, I will attempt to give a description of what is discussed and offered in the report. The first two pages of the report consist of messages from the Montana Department of Commerce Director (Mark Simonich) and Montana Promotion Administrator (Betsy Baumgart). They both point out that over the past few years the tourism across the state has increased. "The annual report provides a summary of the activities and accomplishments of Travel Montana Program and the Marketing goals planned for the coming year (Baumgart, 2005, p. 2)." Tourism in Montana has amassed $1.8 billion dollars and last year alone the state welcomed 9 million visitors. This success has been associated with solid planning, funding, and strong partnerships with local businesses. In an effort for you to gain a better understanding of each section of the report I will briefly describe each
heading.
Montana's Tourism Funding In 1987 the Montana Legislature created a 4% lodging tax, known as the "bed tax." Since its creation the tax has been successful in creating one of the fastest growing tourism markets in the country. The bed tax is responsible for all the funding of tourism products and industries that take place within the state. For example, it supports buildings used for tourism, and state parks.
Tourism Organization The Tourism Advisory Council has five specific duties including; advising the governor on matters related to travel and tourism in Montana, making recommendations to the Montana Promotion Division, they maintain distribution of funds and regulates Montana's nonprofit tourism regions and Conventions and Visitor Bureaus (CVB's), determine expenses from bed tax funds for each tourism region, and handle projects related to the university travel research program. Montana is slit up into six tourism regions, each containing their own marketing plan, and within the six regions there are ten CVB"s.
Research Results
According to the report, "To track the growth of Montana's tourism industry and to help the state make informed marketing decisions, research is an invaluable tool (2005, p. 6)." The research has found results in what vacationers prefer. It was found that visitors spend a majority of their money on gas, bars, and restaurants, not on lodging. Furthermore, the top activities were shopping, wildlife watching, day hiking, camping, visiting historical sites and picnicking. The top destinations include Glacier and Yellowstone National Parks, Fort Peck Lake, Little Big Horn, Lewis & Clark Center, and the National Bison Range.
Marketing the Montana Mystique "Travel Montana creates a marketing mix which strives to provide specific messages aimed at varied interests (2005, p. 7)." Of coarse they are still marketing to their mature travelers and outdoor lovers but are trying to reach a larger population including revealing to local Montanan's that their state is vast and that they should travel through out the state. Currently Travel Montana has six publications available to people interested in visiting the state, including a Winter Guide (above left), Vacation Guide, Travel Planner, and Calendar of Events. According to the report, "Montana produces and distributes more than 1.5 million pieces pf travel literature each year (2005, p. 8)."
Instant Information For Visitors
The best way to obtain information about taking a vacation in the Montana area is through the internet. They also have a call center that takes requests at 1-800-VISIT-MT.
International
Travel Montana is in the process of trying to develop and cater to a global market. The countries of interest include the UK, Germany, France, Belgium, the Netherlands, Italy, Japan, and Taiwan. The goals for obtaining this will be international FAM tours, and extended media coverage in overseas markets.
The Future: Tourism Development The Montana tourism department is continually working to provide new destinations through unique packaging plans. They are presently developing numerous projects across the state, including the Montana Dinosaur Trail, Montana Birding Trail pilot project, and the Montana Scenic-Heritage Byways Program.
Spreading the Word
"Publicity is one of the most believable and effective types of exposure a travel destination can get (2005, p. 15)." They hope to gain recognition through organized publicity campaigns, media press tips, media assistance, and other services. Untold Story Leads and Montana Update are two publications produced by the Montana Tourism Department. The first is a newsletter sent to travel writers, editors, and producers, and it highlights the attractions of the six regions. The second publication is produced to provide information to tourism suppliers, legislators, and out of state media. They also produce landscape films to distribute to people hoping to visit the state of Montana. This can be easily compared to the section on travel promotion in the chapter. Plus, it covers the three steps in public relations for travel. In the chapter these are stimulating the public's desire to visit Montana, arranging were travelers are capable of reaching it, and making sure that visitors are comfortable, treated respectably, and well entertained. I believe I covered each aspect of the three steps in my review of the report, except the means to which travels can reach this destination. In the report they mention various means of public travel including bus, Amtrak, and by air. The Director of Tourism makes the statement in the report that they are currently in the process of expanding air travel. The report covers travel promotion mentioned in the chapter perfectly. The report mentions various ways they attempt to stimulate people to want to visit their state, this is done through distribution of information about what the state has to offer a visitor. The chapter and report both cover FAM trips as an important tool in getting travel writers and other media producers to distribute information through out the nation. That is, if the people on the FAM trip enjoy themselves. In the chapter, it is suggested that FAM trips should go against the ethics of travel promoters but of coarse travel writers still take them. Other topics covered in the report mentioned in the chapter included target audiences, and packaging. Personally, I was impressed with the level of information the state provides on any topic of interest. It makes me want to take a vacation to the state of Montana. The chapter mentions the use of Internet to promote travel and I recommend that you take a look at their Web site because it is impressive.
On Conquering the Fear of Terrorism
Bill Maxwell This article talks about the potential threat of terrorism hitting the United States, and why we should not let this take us away from traveling abroad. The author mentions two friends that were having second thoughts about taking their vacations because of the chances of a terrorist attack. Unlike his friends, Mr. Maxwell is determined to make his trip to South Africa. He says, "Americans should not live in fear. The current terrorist warnings may be real and may be based on the best intelligence, but I refuse to let fear drive my plans (Maxwell, 2004, p. 1)." He does admit, that every once and a while he thinks about the possibility but forces himself to remember his responsibilities. If we let fear overcome us and refuse to travel, then the terrorists have won. They have been able to distill fear in our society. This should not, and will not happen.
This article compares with the paragraph in the chapter that relates to the fear of terrorism. The chapter discusses the effect the Sept. 11th attacks had on travel. In the article the author reiterates the reason why we should not let the terrorists take away or joy to travel, whether on business or vacation. I agree with the author, in that, we must overcome this fear and continue to travel abroad, to show terrorists that we are moving on with our lives. Plus, the chapter discusses the resent upgrade in security and technologies in the travel profession. All Expenses Paid- the ethical swamp of travel writing
Elizabeth Austin
The last article I reviewed is about the ethics in travel writing, whether to except free trips offered by companies promoting tourism in specific areas. In her case, she was offered an all expense paid trip to a resort in Bali. At first her thoughts told her that excepting the trip was wrong and against her ethical code but after 15 years of flying straight, it was time to enjoy herself. "The trip was organized by the Los Angeles-based public relations firm, employed by a deluxe hotel chain to introduce the traveling public to its fancy new properties (Austin, 2004, p.2)." The majority of the people with her were journalists or publicists, most of who were used to theses FAM trips. Occasionally one of the guests would get upset over something simple, like not being able to see the elephants. These people are the spoiled type that take every trip possible and lack any bit of ethics. To Ms. Austin the trip was heaven, even though she understood that if this was real vacation things would not be as perfect. When a resort invites the press everything must be perfect, so they will go back and write excellent stories of what was seen and done. "Travel Publications celebrate travel, especially in its pricier permutations. A travel magazine that advises its readers to just stay home isn't likely to win subscribers or advertisers (Austin, 2004, p. 3)."
This article points out the ethical dilemmas in travel promotion, which is covered in the chapter. Whether to except free trips or not? That is the question that publicists and journalists deal with. Some companies look down on people of the media taking FAM trips but this practice is done throughout. It is an easy was to obtain exposure for your resort, or state.
Associated Press. (2005, September). Jackson speaks out for first time since trial. MSNBC. Retrieved October 25, 2005, from http://msnbc.msn.com/id/9346369/
Austin, Elizabeth. (2004). All Expense Paid- the ethical swamp of travel writing. Look Smart. Retrieved October 20, 2005, from http://looksmart.com/
Freydkin, Donna. (2004, April 8). Celebs try to refurbish their reps. EBSCOhost: USA Today. Retrieved October 20, 2005, from http://EBSCOhost.com/ Grant, Daniel. (2003, April). The Price of Publicity. EBSCOhost: American Artist. Retrieved November 9, 2005, from http://EBSCOhost.com/
LeMasters, Ron. (2005, September 7). Breath of Fresh Air. NASCAR.com. Retrieved October 26, 2005, from http://nascar.com/2005/news/business/09/07/act_labonte/
Macleod, Murdo. (2005, September 25). Moss rivals vie for catwalk crown. Scotland on Sunday. Retrieved October 26, 2005, from http://news.scotsman.com/
Mann, Denise. (2005, July 1). The BTK Killer: Portrait of a Psychopath. Fox News. Retrieved November 8, 2005, from http://foxnews.com/
Maxwell, Bill. (2004, June 1). On conquering the fear of terrorism. St Petersburg Times. Retrieved October 26, 2005, from http://shns.com/
Neimark, Jill. (2004). The culture of celebrity- creation of celebrities, dissemination of information about celebrities. Look Smart. Retrieved October 20, 2005, from http://looksmart.com/
The Report on the Montana Tourism Industry. Retrieved October 20, 2005, from http://travel.state.mt.us/