Media strategies for marketing places in crisis : improving the image of cities, countries, and tourist destinations

Growing competition between countries and cities over attracting infrastructure, investment, tourists, capital and national and international status mean that today, a negative image is more harmful than ever. Whatever the cause of the negative image, places perceived as dangerous, frightening, or boring are at a distinct disadvantage. Many decision makers and marketers stand by helplessly, frustrated by their knowledge that in most cases, their city's negative image is not based on well-grounded facts. Given that stereotypes are not easily changed or dismissed, the challenge facing these decision makers is great. Analyses of many case studies show interesting examples of places that tried to change a negative image into a positive one, in order to bringing back tourists, investors and residents. Although a great deal of knowledge about crisis communications has accumulated in recent years, very little has been written about strategies to improve places' negative images. The aim of "Media Strategies for Marketing Places in Crisis" is to discuss the various dimensions of an image crisis and different strategies to overcome it, both in practice and theory. "Media Strategies for Marketing Places in Crisis" is based on the careful analysis of dozens of case studies, advertisements, public relations campaigns, press releases, academic articles, news articles, and the websites of cities, countries and tourist destinations. * Takes a communications approach to crisis management and recovery* Provides 20 strategies and a wide-scale model to draw a positive approach from negative circumstances * Illustrates the issues, problems and solutions with in-depth case studies This book discusses the various dimensions of an image crisis and different strategies to overcome it, both in practice and in theory. Based on the careful analysis of international case studies, advertisements, public relations campaigns, press releases, academic articles, and places' web sites, it answers the question asked by local and national decision makers the world over: "Which marketing and PR strategies should be employed to alter the image of a place undergoing an image crisis?" This book gives a wealth of practical, well-researched communications advice to cities and countries in times of crisis A unique, in-depth investigation into 'image crisis' and the strategies to overcome it.