Media Strategies for Marketing Places in Crisis: Improving by Eli Avraham, Eran Ketter

By Eli Avraham, Eran Ketter

Starting to be festival among international locations and towns over attracting infrastructure, funding, travelers, capital and nationwide and foreign prestige suggest that at the present time, a damaging photograph is extra destructive than ever. regardless of the explanation for the unfavorable snapshot, locations perceived as risky, scary, or dull are at a special drawback. Many determination makers and dealers stand via helplessly, pissed off by way of their wisdom that during such a lot instances, their city's unfavourable photo isn't in line with well-grounded proof. on condition that stereotypes are usually not simply replaced or brushed off, the problem dealing with those selection makers is superb. Analyses of many case reports convey fascinating examples of locations that attempted to alter a unfavorable picture right into a optimistic one, with a view to bringing again travelers, traders and citizens. even though loads of wisdom approximately trouble communications has amassed lately, little or no has been written approximately suggestions to enhance areas' unfavourable photos. the purpose of "Media suggestions for advertising and marketing areas in quandary" is to debate a number of the dimensions of a picture situation and assorted concepts to beat it, either in perform and conception. "Media techniques for advertising and marketing areas in challenge" relies at the cautious research of dozens of case reports, ads, public relatives campaigns, press releases, educational articles, information articles, and the internet sites of towns, nations and vacationer locations. * Takes a communications method of challenge administration and restoration* presents 20 recommendations and a wide-scale version to attract a favorable strategy from unfavorable conditions * Illustrates the problems, difficulties and options with in-depth case experiences

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Extra info for Media Strategies for Marketing Places in Crisis: Improving the image of cities, countries and tourist destinations

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Evaluating the place’s characteristics Another method for assessing a place’s positive and negative characteristics is by asking the respondent to grade each trait on a 1–7 Likert scale. ” By such means, pairs such as safe vs. unsafe, boring vs. interesting, ugly vs. pretty and clean vs. , 1999a). A similar method for evaluating the place’s characteristics can be found in travel magazines such as the Conde Nest Traveller, in which readers are asked to evaluate a list of characteristics at places they visited in the last 3 years: environment/ambience, people/friendliness, culture/entertainment, restaurants, fun/energy and so on.

Most places conduct a study assessing the quantity dimension, the nature dimension, or both, but some places choose to employ the techniques of iconography and culture studies. These techniques focus on the visual aspect in the place’s media representation or on other visual material such us advertisements and analyze their content in various ways (Gold, 1994). Journalists as “image creators” Over the years, many researchers have studied the power and the effect of the media on the social, political, economic and cultural spheres.

The Media-Dependency Hypothesis predicts that the media’s influence on perceptions of social reality decreases when a person has personal experience related to the covered phenomenon (Perry, 1987). That is, we know more about places we are close to (whatever the form of “closeness”), and this knowledge increases the importance of these places in our eyes, compared with other places about which we know little (Gould and White, 1986). An individual learns through the media what significance he/she should ascribe to different places, people and issues with which he/she has no contact.

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