Media strategies for marketing countries during image crisis: The case of Israel

Growing competition between countries to attract infrastructure, investment, tourists, capital, and national and international status means that today a negative image is more harmful than ever. Whatever the cause of the negative image, countries perceived as dangerous, irrelevant, or boring are at a distinct disadvantage. Many decision makers and marketers stand by helplessly, frustrated by their knowledge that, in most cases, their country's negative image is not based on wellgrounded facts. Given that stereotypes are not easily changed or dismissed, the challenge facing these decision makers is great. Analyses of dozens of case studies around the world show interesting examples of countries that have tried to change a negative image into a positive one in order to bringing back tourists, investors, and residents. Using their analyses of case studies, advertisements, public relations campaigns, press releases, academic articles, news articles, and the websites of cities, countries, and tourist destinations, Avraham and Ketter (2008) built a multi-step model for altering place image. Using this innovative model, the aim of the presentation is to analyze how different bodies in Israel have tried to promote the country's image over the years. Although a great deal of knowledge about crisis communications and management has accumulated in recent years, very little has been written about media strategies to improve Israel's problematic image.