1. DESTINATION BRANDING
PLACE IMAGE CRISIS
Chryssa Skodra

2. What is a ’crisis’?
 Crisis is an undesired, extraordinary, often
unexpected and timely limited process with
ambivalent development possibilities. It demans
immediate decisions and countermeasures in order to
influence the further development again positively for
the organisation/destination and to limit the negative
consequences as much as possible.

3. Types of crisis
 Crime-related
 Terror-related
 Political unrest
 Natural disaster
 Epidemic-related

4. Crisis Management (phases)
1. Precaution
2. Planning-Prevention
3. Crisis Coping
4. Post-crisis

5. 1. Precaution
 1. Precaution - In accordance with its name, during
the precaution stage most actions taken by
organizations and places have nothing to do with a
specific crisis situation but mainly concern preventive
measures. This ongoing stage is used to create a
strong and favorable image for the place through
activities such as social contribution, community
relations, allocating resources to PR, and creating
good media relations

6. 2. Planning-Prevention
 2. Planning-Prevention - In the second stage of
crisis communication management, the place's main
goal is to prepare for future crises and to try to
prevent them before they get out of control. The main
tasks in the planning-prevention stage are the
preparation of issue management plan (risk
management), and the creation of a communication
response strategy (also known as emergency response
and action strategy).

7. 3. Crisis Coping
 3. Crisis Coping - Crisis coping is a highly complex
task in which a wide variety of measures are taken to
contain the crisis, reduce its scale, and bring it to an
end. As in the preceding stages, a correct,
professional, and proactive use of crisis
communication techniques can ease the perception of
the crisis and prevent long-term damage to the
place's image. On the other hand, places that do not
succeed in gaining control of the crisis coverage and
delivering the right messages might find themselves
facing a long-term image crisis.

8. 4. Post-crisis
 4. Post-crisis - In every crisis there is a post-crisis
stage, starting once the smoke has cleared and lasting
months or even years after the physical crisis has
faded. From the perspective of crisis communication
management, this stage is used for PR, advertising
and marketing campaign aimed at altering the place’s
image and re-attracting tourists, visitors and
investors.

9. Crisis Communication
techniques part 1.
Respond quickly
Speak with one voice
Openness
Express sympathy
Keep the message simple

10. Crisis Communication
techniques part 2.
Stick to your message
Provide as much information as possible
Empathize
Create personal relations with journalists
Updates your employees
Update your website
Spotlight positive aspects in the crisis

11. Methods for evaluating a
place's image
1. Attitude surveys/ Questionnaires
a) Unstructured survey (open-ended)
b)Structured survey (closed-ended)
2. Focus groups
3. Interviews with experts

12. Individual assignment
 Find a crisis that has struck your destination (the one
you have chosen in the previous assignment). Write
an unstructured and a unstructured survey of 10
questions each that reflects the potential image crisis
issues.
 Example of question of an unstructured survey:
"What comes to mind when you hear the word
'Stockholm'?"
 Example of question of a structured survey:
 Trait grading: "Grade a list of traits from 1 to 10
regarding the city of Athens."
 Athens is safe.
Deadline for uploading in Moodle: Sun, 6th March
at 18:00