As some know, I am originally from the emerald-green water and sugar-white beaches of Pensacola, Florida. Unfortunately, that picturesque description of my hometown is facing a tourism industry crisis of epic proportions due to the widening Gulf of Mexico oil spill – courtesy of British Petroleum (BP).
Most everybody knows the tourism industry is the lifeblood of the Gulf Cost and especially Pensacola. According to the Pensacola Chamber of Commerce’s website, “More than 3.7 million visitors come to the Pensacola Bay Area each year, leaving a $1.2 billion impact on the local economy and helping to employ 18,000 residents.” That is quite an economic boost for a city of approximately 50,000.
To make matters worse, this environmental calamity has occurred just as the highly profitable summer tourism season begins. Tourists have rented condos and beach houses, booked fishing trips, made plans to attend the annual Pensacola Beach Air Show and much more. It is an economic meltdown in the making.
What is a local tourism official to do?
If I were suggesting a basic plan of action, for starters, I would advise that ensuring everyone’s safety and prompt/sweeping clean-up measures are paramount. With oil sheens being spotted less than 8 to 9 miles away from one of the world’s most beautiful beaches, people need to know they are safe and the city is prepared.
Additionally, the city must develop and ramp-up a comprehensive public relations campaign that launches an aggressive national media blitz to ensure people keep booking trips to Pensacola and would focus on the fact that there are so many reasons to visit the Panhandle. This media blitz should include editorial briefings, interviews, opinion editorials and letters to the editor, and social media placements.
While the Gulf beaches are the main attraction, officials should promote coastal waterways, bays, bayous and rivers that may well be untouched by the oil during the summer season. Moreover, the city has other tourist attractions such as the National Museum of Naval Aviation, Pensacola Naval Air Station, Fort Barrancas and Fort Pickens, Zoo, T.T. Wentworth Jr. Florida State Museum, golf courses and more.
Hopefully, for the city’s sake, its PR/marketing campaign is in high gear and that tourists will continue visiting the place I love to call home.
As design director at Cookerly, Tim serves as the creative lead in the development of branding campaigns, print collateral and digital media for clients across a broad range of industries, including consumer, professional services, healthcare and technology.
As a senior vice president at Cookerly, Mike Rieman is a strategic communications leader specializing in media relations and reputation management. With a proven track record of securing high-profile placements in top-tier outlets such as The New York Times, The Wall Street Journal, CNN and USA Today, he excels at crafting compelling narratives that resonate across print, broadcast and digital platforms.
Mike Touhill is vice president at Cookerly Public Relations, where he helps lead traditional, social and digital media programs for B2B and B2C clients in packaging, telecommunications and technology, among other industries. As a communication leader, he develops and executes public relations strategy, provides proactive and reactive counsel to C-level executives and secures earned media coverage for client initiatives and product.
Andrew Agan is a vice president at Cookerly Public Relations, overseeing the agency’s internship program and leading media relations, content strategy and social media initiatives. He provides counsel and executes campaigns for clients across various sectors, including finance, healthcare, hospitality, technology, automotive and many others. Andrew excels at crafting compelling stories and building media relationships, resulting in clients being featured in notable outlets such as CNBC, Associated Press, Business Insider, Fox Business, HBO, Inc. Magazine, Sirius XM, The Wall Street Journal and USA Today, among others.
As vice president of Cookerly, Sheryl Sellaway uses her extensive corporate communications background to lead consumer PR efforts, deliver strategy for marketing programs and share expertise about community initiatives.