Media Strategies for Marketing Places in Crisis : Improving the Image of Cities, Countries and Tourist Destinations

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ISBN: 9780750684521 | 0750684526
Cover: Paperback
Copyright: 3/11/2008

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Media Strategies for Marketing Places in Crisis discusses the various dimensions of an image crisis and different strategies to overcome it, both in practice and 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?": Offers a comprehensive introduction to the fields of place images, place marketing and crisis communication management, Presents highly practical solutions for places suffering from sudden crises or prolonged negative images due to chronic problems like high crime rates, economic woes or lack of attractions, Walks the reader through an innovative and user-friendly model to choose the most appropriate media strategy for improving place image and re-attracting tourists, visitors, investors and residents, Provides 24 media strategies and a wide-scale model to draw a positive approach from negative circumstances, Illustrates the issues, problems and solutions with dozens of in-depth case studies from around the world. Book jacket.

Acknowledgments	p. ix
List of figures	p. x
List of advertisements	p. xi
Introduction	p. xii
Marketing Places, Media Campaign and Crisis Management	p. 1
Introduction to place marketing and branding	p. 3
Definitions for place marketing	p. 5
Place marketing as social-public marketing	p. 7
Evaluating campaigns and media results	p. 8
Measuring the outcomes of public relations campaigns	p. 11
Why do places try to change their image?	p. 12
Changes promoting place marketing processes	p. 14
Place branding and place positioning	p. 15
Summary	p. 17
Public images and media images of places	p. 19
A place's public image	p. 20
Methods for evaluating a place's image	p. 21
Types of image: from a rich image to a stereotype	p. 26
Place image in the mass media	p. 28
Place image in TV series and films	p. 29
Place image in the news media	p. 30
Types of place images	p. 30
Measuring images of places in the news media	p. 31
Journalists as "image creators"	p. 32
Countries' and cities' coverage patterns in international and national media	p. 34
Media, stereotypes and places with image crisis	p. 34
Factors affecting places' news media images	p. 35
Summary	p. 43
Image management and campaign	p. 45
Changing images, changing reality	p. 45
Actors in managing a place's image	p. 46
Starting the process of changing the place's image	p. 47
Strategic image management	p. 48
Place vision	p. 49
City vision on the World Wide Web	p. 50
Marketing strategies - from theory to practice	p. 52
Defining the campaign objectives	p. 52
Defining the target audience	p. 53
Recognizing the place's characteristics	p. 54
SWOT and post-SWOT analysis	p. 54
The campaign components	p. 56
Place's Iogo	p. 56
Place's slogan	p. 57
Places' visual symbols	p. 60
Techniques for delivering campaign messages	p. 60
Advertising	p. 60
Direct mailing/marketing	p. 61
Sales promotion	p. 62
Public relations	p. 62
Marketing places on the World Wide Web	p. 63
Choosing a medium and a technique for delivering campaign messages	p. 64
Summary	p. 64
Consumer behavior	p. 66
Introduction to consumer behavior	p. 66
Models of decision-making processes	p. 67
Information sources	p. 68
Consumer involvement in the buying decision	p. 68
Place consumption for immigrants	p. 70
Concrete and non-concrete benefits	p. 71
Place consumption for investment	p. 73
Place consumption for tourism	p. 74
Push and pull factors in tourist motivation	p. 74
Holiday opportunity sets	p. 76
Evaluating a destination	p. 76
Summary	p. 77
Crisis and communication management	p. 78
The nature of crisis	p. 79
What is a crisis?	p. 79
Types of crisis	p. 80
The crisis life cycle	p. 81
Crisis management	p. 83
Crisis communication management	p. 84
Applying crisis management and crisis communication management	p. 85
Precaution	p. 86
Planning-prevention	p. 88
Crisis coping	p. 91
Post-crisis	p. 95
Summary	p. 97
From Theory to Practice	p. 99
Preliminary analysis: crisis, audience and place characteristics (CAP)	p. 101
Crisis characteristics	p. 102
Geographical scale	p. 102
Origin of casualties: local or foreigner?	p. 102
Stage and duration	p. 103
Type of threat and scale of damage	p. 104
Audience characteristics	p. 105
Proximity/distance between the target audience and the place in crisis	p. 105
Audience type and size	p. 106
Audience knowledge and place's former image	p. 107
Sources and kinds of information	p. 109
Social-political environment and essential values	p. 110
Place characteristics	p. 111
Power and status	p. 111
Resource availability	p. 113
Location and closeness to the core of the crisis	p. 115
A place's life cycle	p. 116
What is the type of regime and what is the local leadership quality?	p. 117
The campaign's goals and timing	p. 117
Summary	p. 120
Source strategies	p. 122
Replacing the source of the message	p. 123
Come see for yourself	p. 124
Using celebrities as an alternative source of information	p. 125
Buying news space	p. 126
Influencing the source of the message	p. 129
Establishing rapport with the newspeople	p. 129
Exploiting ethnic, religious or cultural background similarity to gain sympathy	p. 130
Blocking media access	p. 131
Physical/economic threat to newspeople	p. 132
Summary	p. 133
Message-focused strategies	p. 135
Disregard for/partial acknowledgment of the crisis	p. 136
Crisis? What crisis?	p. 136
Acknowledging the negative image	p. 139
Reducing the scale of the crisis	p. 141
Full acknowledgment of the crisis and moderate coping measures	p. 142
Tackling the crisis	p. 142
Hosting spotlight events	p. 144
Hosting opinion leaders	p. 149
Promoting places using films, television series and books	p. 151
Engaging celebrities	p. 155
Full acknowledgment of the crisis and extreme coping measures	p. 158
Delivering a counter-message	p. 158
Spinning liabilities into assets	p. 161
Ridicule the stereotype	p. 167
Disengagement from the place's main characteristics	p. 168
Branding contrary to the stereotype	p. 168
Geographical isolation	p. 170
Changing the place's name	p. 173
Summary	p. 177
Media strategies focused on the target audience	p. 178
Similarity to the target audience	p. 179
Patriotism and nationalism	p. 180
Changing the target audience	p. 184
Summary	p. 185
The multi-step model for altering place image	p. 187
Innovation in the multi-step model for altering place image	p. 189
Choosing the most appropriate strategy	p. 191
Crisis characteristics	p. 192
Audience characteristics	p. 192
Place characteristics	p. 193
Source strategies	p. 194
Audience strategies	p. 194
Message strategies	p. 195
Case studies illustrating the multi-step model for altering place image	p. 196
Summary	p. 202
Final observations and lessons	p. 204
References	p. 211
Index	p. 225
Table of Contents provided by Ingram. All Rights Reserved.

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Media Strategies for Marketing Places in Crisis : Improving the Image of Cities, Countries and Tourist Destinations

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Media Strategies for Marketing Places in Crisis : Improving the Image of Cities, Countries and Tourist Destinations

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Author Biography

Table of Contents

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