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

Methodology

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 attention  Less 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 police  Miami’s for Me Campaign  “Vice President’s South Florida Task Force  Assistance Center to promote jobs in the African- American community  Training 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