To know us is to love us: The public relations campaign to sell a ‘Business-tourist-friendly’ Miami

Abstract

The corporate public relations campaign of the Miami, Florida, business community and tourism industry to counter negative perceptions of key publics and pro-actively promote a positive image of Miami is explored. The study reviews data from a period of about 10 years from the travel industry, crime statistics, and other public data regarding perceptions of Miami, as well as the public relations campaigns conducted to counter its image. In particular, the study explores and critiques past, present, and planned organizational strategies and responses. Donn Tilson (Ph.D., University of Stirling, Scotland, 1994) is assistant professor and Don W. Stacks (Ph.D., University of Florida, 1978) is professor and director of the advertising and public relations program, School of Communication, University of Miami, Coral Gables, FL 33124.