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

Author: Eli Avraham; Eran Ketter
Publisher: Amsterdam : Butterworth Heinemann, 2008.
Edition/Format:   Print book : English : 1st edView all editions and formats
Database:WorldCat
Summary:

Growing competition between countries and cities over attracting infrastructure, investment, tourists, capital and national and international status mean that, a negative image is more harmful than  Read more...

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Document Type: Book
All Authors / Contributors: Eli Avraham; Eran Ketter
ISBN: 0750684526 9780750684521
OCLC Number: 191848813
Description: xiv, 231 p., [10] p. of plates : col. ill. ; 25 cm.
Contents: Part One: 1. Summary of existing knowledge in place image, the techniques and strategies used for place promotion, and the field of image crisis. 2. Introduction to place marketing and offers definitions, ways to measure the effects of public relations and advertising campaign, and reasons why places try to change their images. 3-6. Discussion on 'place image' (kinds of image, measuring the image, different factors affecting a place's image); the stages of campaign building (factors involved; managing the image; developing the place's vision; branding and positioning; the place's logo, slogan and landmark; SWOT analysis; the various techniques used to deliver messages, including PR, advertising, promoting and marketing); crisis communications and crisis management. This part of the book is based on the strategic approach to public relations, stating that a change of image is ongoing, holistic, interactive and wide scaled, requiring much more than a quick change of logo or slogan. Part Two: 7. Presentation of 20 strategies used by cities, countries, tourist destination all over the world in order to improve their negative image 8-12. The 'Crisis? What Crisis?' approach (ignoring the crisis); employing a counter-message; acknowledging the negative image; geographic isolation strategy; spinning liabilities into assets; changing name, logo or slogan, hosting opinion leaders, hosting spotlight events; ridiculing the stereotype; patriotism and nationalism, changing the campaign's target audience; changing reality in order to solve the crisis; using movies, television shows and magazines; using celebrities; branding the place counter to the stereotype, association with prestigious places/brands; decreasing the crisis's effect. Conclusion: 13. Introduction of a wide scale model, illustrating the proper choice of a strategy in altering an unflattering public image. The model was developed in order to give quick and user-friendly answers to local decision makers faced with dilemmas concerning issues such as image crisis, changing a place's image and media relations. For example, the concluding model answers questions such as whether one should use different media strategies during different phases of the crisis, when is one strategy better than anther, the limitations of media usage, the relations between a change in reality and changes in image, how place stereotypes can be changed, how the social and political environment affects the choice of strategies, how damage to an image can be downsized, and many more.
Responsibility: Eli Avraham and Eran Ketter.
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"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 Read more...

 
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