Destination Marketing Tips in a Time of Crisis – Part 2

6. Have a crisis communications plan. Effective crisis management can help to limit the damage caused by intense, negative media coverage. To be prepared, an organization must create a detailed crisis communication plan with a crisis communication team assigned to execute the plan that spells out the official spokesperson, key audiences, and internal and external communication chains of command. Practice crisis scenarios and recommended action, and have prepared fact sheets, statements and news release templates on hand. Sometimes, the best course of action might be to “wait and see” rather than risk fanning the fire.

7. Perform media training. Identifying the right spokesperson for traditional and new media is an important task. It’s not just the messages that are delivered, but how they’re delivered. A dedicated spokesperson should be versed on the do’s and don’ts of effective communication, skillful handling of key message points and tough questions, and even how to dress for the camera. Social media approach to online conversations must be integrated with existing communications channels, messages and goals. A spokesperson should represent the image and persona of the company at all times.

8. Celebrate your celebrations. Normalcy is marked by parties and celebrations. New Orleans tourism’s first priority after hurricane Katrina was to stage and promote its annual Mardi Gras, letting the world know that New Orleans was open for business. Use every opportunity to tie into these events with hotel packages, discounted fares, etc. that will encourage travel and generate news.

9. Promote a destination within a destination. Cities and other cultural centers within a country can promote themselves as a stand alone destination. An excellent example: During a period of violence in Colombia, the city of Cartagena emphasized its historic appeal and why it was uniquely different – the culture and good food, its many squares, cathedrals and fortresses within this walled city.

10. When the time is right, make a big splash. Make big announcements at the right place and the right time by leveraging other location-based news and opportunities to garner the most attention. For instance, one of our first initiatives for luring tourists back was to orchestrate a press conference with a cruise line at the White House, announcing the resumption of cruise ship calls to the destination.

11. Image building is a process. Continuity is crucial and stay consistent. Your destination’s marketing communications should create a single impression and build a strong brand. Marketing programs also require cooperation on the part of the destination’s departments, programs and offices in times of transition. Don’t squander precious marketing resources by embarking on a program and then changing or abandoning it a year later.