The increasing role of public relations as a crisis management function: An empirical examination of communication restrategising efforts among destination organisation managers in the wake of 11th September, 2001

Abstract

The 11th September terrorist attacks on the USA have greatly impacted on the tourism industry, causing managers to restrategise their communication programmes. This national investigation illustrates the increasing role of public relations as a crisis management function. The study sought to determine if public relations activities are increasing and advertising activities are decreasing among tourism managers in the wake of 9/11. Examined within a crisis communication framework, the situational theory developed by Grunig served as the theoretical underpinning for the study. In particular, the study examines how messages are being restructured, primary publics are being refocused and communication tactics (channels) are being retooled among convention and visitors’ bureau (CVB) managers (destination organisation managers). Employing a web-based survey to randomly selected CVB communication managers throughout the USA, findings indicate that since the attacks use of public relations tactics for promotional purposes has increased while use of advertising tactics has decreased. Additionally, more than one-quarter of the tourism managers have redirected their primary public focus and nearly half have redesigned their promotional messages to support revamped organisational objectives.

Impacts of the Global Economic Crisis on Cyprus Tourism and Policy Responses

“…Fall (2004) argues that public relations are an important marketing tool for the revitalisation of the tourism industry. The author states that in contrast to 'hard-sell' advertisements, public relations is a medium that can offer to potential travellers a sense of connectedness with the destination after the crisis.…”

A Chaos Theory Perspective of Destination Crisis and Sustainable Tourism Development in Islands: The Case of Cyprus

“…However, the stakeholders of small island states need to be open-minded and willing to change. For doing so, a strong communication plan (Fall, 2004;McKercher, 1999) is needed in order to assist in bringing order out of chaos and therefore, become a 'strange attractor' (Speakman and Sharpley, 2012).…”

“…Indeed, public relations could act as a 'strange attractor'. According to Fall (2004), public relations is a powerful tool for the revival of the tourism sector, that as opposed to 'hard-sell' advertisements, can give to future travellers a feeling of connectedness with a destination in the post-crisis period. Fall, suggests that the integration of softer overtones of individual values for the important publics in targeted messages, and the observation and understanding of travellers' behaviours/tendencies can lead to effective communication.…”

Strategi Public Relations Pariwisata Bali

“…Tragedi 11/9 atau World Trade Centre Amerika Serikat adalah salah satu peristiwa maha penting yang sangat berpengaruh terhadap dunia peristiwa global karena menimbulkan rasa cemas dan trauma yang hebat bagi masyarakat untuk bepergian terutama dengan menggunakan pesawat terbang. Fall (2004) bahkan menganggap peristiwa tersebut sebagai peristiwa terhebat dalam sejarah yang mempengaruhi dunia perjalanan pariwisata global. Pariwisata adalah industri yang selalu 'dihantui' oleh krisis (Henderson, 2005) dan bahkan bisa dikatakan sangat sensitif dan rapuh karena sangat mudah untuk dipengaruhi oleh perubahan-perubahan maupun kejadiankejadian global (Henderson, 1999).…”

“…Varey (1997:112) menyatakan bahwa Public Relations berfungsi untuk mengidentifikasi dan mengantisipasi isu-isu yang berpotensi merusak hubungan suatu organisasi atau daerah tujuan wisata untuk selanjutnya mengambil langkah-langkah dalam rangka pemulihan hubungan tersebut. Fall (2004) membuktikan bahwa, setelah peristiwa 9/11, banyak organisasi mengubah strategi komunikasi mereka dengan lebih banyak menggunakan taktik Public Relations sebagai alat komunikasi pada umumnya dan alat promosi pada khususnya dibandingkan dengan taktik-taktik lainnya seperi Iklan (advertising), Promosi Penjualan (Sales Promotion), Penjualan Langsung (Direct Selling) dan lain-lain.…”