Media Strategies for Marketing Places in Crisis

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. It 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, and illustrates the issues, problems and solutions with in-depth case studies.

ISBN 0750684526   Pages 248 ISBN13 9780750684521 (What's this?)   Volumes 1 Publisher Taylor & Francis Ltd   Weight (grammes) 521 Imprint Butterworth-Heinemann Ltd   Published in Oxford Format Paperback   Height (mm) 260 Publication date 19 Dec 2007   Width (mm) 184 Library of Congress HD59   Spine width (mm) 15 DEWEY 910.688   Academic level Tertiary education DEWEY edition DC22

		List of figures
		List of advertisements
Pt. 1		Marketing Places, Media Campaign and Crisis Management		1
1		Introduction to place marketing and branding		3
2		Public images and media images of places		19
3		Image management and campaign		45
4		Consumer behavior		66
5		Crisis and communication management		78
Pt. 2		From Theory to Practice		99
6		Preliminary analysis: crisis, audience and place characteristics (CAP)		101
7		Source strategies		122
8		Message-focused strategies		135
9		Media strategies focused on the target audience		178
10		The multi-step model for altering place image		187
		Final observations and lessons		204
		References		211
		Index		225

"In the last decade place image has become one of the most talked about concepts amongst politicians, economists and destination management professionals but it still needs greater exploration and analysis. Eli Avraham and Eran Ketter make a major contribution to that task in this timely book. Media Strategies for Places in Crisis is scholarly yet hugely readable and readily communicates the authors' command of their subject. This book is set to become a must have for anyone involved in place marketing, whilst likely to become a popular text on the burgeoning range of university courses in this field." Professor Nigel Morgan, The Welsh Centre for Tourism Research, University of Wales Institute, Cardiff, Co-Editor of the best-selling book, Destination Branding: Creating the unique destination proposition "This is an important book which gives a wealth of practical, well-researched communications advice to cities and countries in times of crisis. The authors' exploration of the impact of critical events on place image is sound, sensible and makes an important contribution to the field. Highly recommended reading for national, regional and city administrators." Simon Anholt, Government Advisor and Author "In summary, Media Strategies for Marketing Places in Crisis is a well-planned and meticulously structured book. It is clearly written and its logic is easy to follow. Avarham and Ketter succinctly and successfully synthesise various destination crisis management literature and publications into an informative model and propose 24 media strategies. The book uses hundreds of case studies and/or examples to explain its analysis and illustrate media strategies. Even though some local cases are not readily familiar to international readers or students, instructors can easily adapt these examples to their local settings or simply replace them with local ones to help students better grasp the ideas. With its extensive references and citations, instructors can also prepare multimedia teaching materials easily. Overall, Media Strategies for Marketing Places in Crisis is a practical guide and useful reference book for both destination-marketing practitioners and university instructors who teach tourism and media." Steve Pan, Current Issues in Tourism

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