1. Summary of existing knowledge in place image, the techniques and strategies used for place promotion, and the field of image crisis.
2. Introduction to place marketing and offers definitions, ways to measure the effects of public relations and advertising campaign, and reasons why places try to change their images.
3-6. Discussion on 'place image' (kinds of image, measuring the image, different factors affecting a place's image);
the stages of campaign building (factors involved;
managing the image;
developing the place's vision;
branding and positioning;
the place's logo, slogan and landmark;
the various techniques used to deliver messages, including PR, advertising, promoting and marketing);
crisis communications and crisis management.
This part of the book is based on the strategic approach to public relations, stating that a change of image is ongoing, holistic, interactive and wide scaled, requiring much more than a quick change of logo or slogan.
7. Presentation of 20 strategies used by cities, countries, tourist destination all over the world in order to improve their negative image
8-12. The 'Crisis? What Crisis?' approach (ignoring the crisis);
employing a counter-message;
acknowledging the negative image;
geographic isolation strategy;
spinning liabilities into assets;
changing name, logo or slogan, hosting opinion leaders, hosting spotlight events;
ridiculing the stereotype;
patriotism and nationalism, changing the campaign's target audience;
changing reality in order to solve the crisis;
using movies, television shows and magazines;
branding the place counter to the stereotype, association with prestigious places/brands;
decreasing the crisis's effect.
13. Introduction of a wide scale model, illustrating the proper choice of a strategy in altering