Crisis Communications Handbook for Regional ... - Tourism Victoria

Key Audiences
Several audiences need to be considered when formulating a communications response to a crisis or incident
affecting regional and local tourism.They include:
• Current visitors (and potentially their families elsewhere)
• Potential visitors
• Media – both local and further afield
• Local tourism operators
• Local tourism employees
• Local community
• Local MPs
• Local business community
• Intrastate travel industry
• Interstate travel industry
• International tour operators/wholesalers
• Federal, State and local Governments – Tourism Ministers
• Commonwealth Department of Industry,Tourism and Resources
• Diplomats – if foreign nationals are involved
• Tourism Victoria
• Tourism Australia
Each may require specifically targeted messages but all will gain reassurance and confidence from a region’s
well-planned and authoritative response.
Communications Tools
While the media can be a fast and efficient means of disseminating information and messages, it is not a
substitute for communicating directly with key audiences.
Tools of communications that should be considered include:
• Media releases
• Holding statement
• Media conferences
• Media interviews
• Central contact point for media
• Fact sheets
• Advisory notices / Update Bulletins
• Visitor Information Centres
• Local Visitor Radio
• Telephone calls
• Switchboard scripts
• Victorian Tourism Information Service (VTIS)
• Emails Fax/mail outs
CRISIS COMMUNICATIONS HANDBOOK FOR REGIONAL AND LOCAL TOURISM 6