To Know Us Is To Love Us

The Public Relations Campaign to Sell a ‘Business-Tourist-Friendly’ Miami

Amy Thomas

La Donna White

MKT 642

October 1, 2003

Outline

Methodology of the public relations

Image of Florida

Public Relations and VISIT FLORIDA

MethodologyMethodology

The VISIT FLORIDA communications plan has no budget allocated for public relations; therefore, the Public Relations Department should focus on working hand in hand with the advertising group.

The Public Relations Department does however operate with it’s own budget at VISIT FLORIDA.

MethodologyMethodology

Public Relations Campaign in Summer of 1997 - To know us is to love us

Primary goal was to sell a “business-tourist-friendly’ Miami

Florida’s overall image as a vacation spot

MethodologyMethodology

Need to ensure that the proper message is being sent out to the public.

The three audiences which need to be addressed in a public relations campaign are:

• External Audience – potential travelers• Internal Audience – travel agents & media

representatives• The general public that lives and works in

the area under promotion

MethodologyMethodology

Grunig and Hunt’s four models of public relations

1. Press/Agentry – Publicity Model

2. Public Information Model

3. Two-Way Asymmetrical Model

4. Two-Way Symmetrical Model

All four models can be modified to suit the needs of the travel/tourism industry.

MethodologyMethodology

Press/Agentry – Publicity Model

Propaganda

Manipulating and persuading public to believe something that may not be true

No research performed

One-Way communication

MethodologyPublic Information Model

More objectiveNo Research performedOne-way flow of informationBoth positive and negative aspects are

conveyed to the publicWant to change the behavior of the public

without changing the behavior of the organization

MethodologyTwo-Way Asymmetrical Model

Scientifically persuades the public

Does not change the behavior of the organization

Research is performed to determine what the best method is to change the public’s behavior.

Two-Way flow of information

MethodologyTwo-Way Symmetrical Model

Allows participation by all audiences involved

All audiences influence the behavior of one another

Research is performed

Two-way flow of information

Methodology

All four models discussed operate independently of one another.

Each can be utilized to improve public relations in regards to the VISIT FLORIDA Communications Plan

Image of Florida

Trouble In Paradise– Race Riots – Boycotts– Miami Vice– Crime– Natural Disasters

Tourists– Poor service– Murders– Robbery

The Affect on Tourism

Tourism Industry– 40 million visitors– Employing 675,00– $32 billion in revenues

VISIT FLORIDA and Die– Reaction by international market

Increase in media attentionLess Tourist

– Safety is primary concern– Florida is “very dangerous…like a third world city… (citizens) are among

the best-armed people in the world.”

Florida’s Response

Increase in security and policeMiami’s for Me Campaign “Vice President’s South Florida Task ForceAssistance Center to promote jobs in the African-

American communityTraining for service workers (Miami Nice)Representatives sent to international countries

Methodologies and Florida

Initial Phase of Campaign– Use one-way model

Problem Attracting Visitors– Two-way symmetric model

Interrupted Vacations– Two-way symmetric model– Image saving

Public Information– Billboards, sending reps to other countries

Press Agency– Inviting dignitaries– Travel Ads

Recommendations For VISIT FLORIDA

Increase Media Attention– Less Crime– Friendly Service (politeness seminars)– Tourist Police– Talk Shows– Cable Programs– CSI Miami

Recommendations For VISIT FLORIDA

Partnerships with Tourism Industry– Promotional Videos

Focus on International Component– Diversity– Best Place for Business

Recommendations For VISIT FLORIDA

Press Agency-Publicity Model– Use the media to influence potential tourists and

repeat visitors

– Can be used until improvements are made in Florida

Two-Way Asymmetrical Model– Can be used to persuade the public to visit Florida

– Information will be obtained from the public

– VISIT FLORIDA is already capable of using this type of model

Conclusion

“(Florida) must continue their efforts to pro-actively present a more balanced view of

the area by creating healthy, safe communities that serve the best interests of

all.”

Questions