Brittany Ward

PR Campaigns & Spec. Ev.

Case Study Analysis
1/29/15
Miami Vice or Miami Nice?
A case study published in 1997 analyzes the public image of Miami, and the work done
on it from about 1979 to about 1996. In 1979 Miami had the highest crime rate in the nation. The
reputation for violence, drugs, and rundown facilities would negatively affect tourism for years
to come. Matters were made worse by many violent crimes being targeted at tourists. However,
Miami has consistently stayed active in working against crime and bad press, even if not always
successfully.
One of the first programs Miami implemented was a center to promote jobs and business
for African-Americans, this was in response to riots that broke out after an African-American
man was beaten to death by a police officer. Other programs that followed included Miamis for
Me, which was an organization to promote civic pride, and Miami Citizens Against Crime,
which was community leaders and businessmen coming together to lobby for for federal help
against the war on drugs. Finally there was the Vice Presidents South Florida Task Force
which beefed up security in high tourist areas. After two glamorous events hosted in Miami,
Esquire and Vogue finally had positive things to say about the city.
However, these efforts did not end up being enough. Miamis reputation continued to be
associated with crime, rudeness to visitors, and bad accommodations. In 1985 the city launched
Miami Nice, a be-kind-to-tourists campaign teaching taxi drivers how to be more courteous of
travelers. Opinions about Miami continued to fluctuate and contradict.
Crime rates in Florida became so high that in June 1990 violent felons were serving only
37% of their life sentences, and nonviolent felons serving only 33%. A study from the Miami

Herald revealed that one in three felons that were released early were re-arrested within 18
months. This did not help the image of Miami as a good vacation spot, or as a good community
in which to live. In 1993 lawmakers voted to fund another 6,951 prison beds. The same year
crime against tourists dropped 53% from April to October.
Many changes were made over the years to increase security for tourists. Armed forces
were sent to patrol interstates and Floridas Turnpike. The Governor at the time also ordered car
rental agencies to take the Y and Z letters off of rental car stickers. Rental cars also became
equipped with voiced navigational and help systems to decrease the amount of lost tourists, who
were often targeted.
Eventually it became time to campaign. The Greater Miami Convention and Visitors
Bureau hired Howard J. Rubenstein and Associates, a PR firm out of New York. They launched
a $500,000 campaign, partly going towards promotion, but mostly to try to hold a convention for
international tourism media, and to train local travel agents, tour operators, and local officials on
dealing with customer fears. They also set up a crisis team for future Miami incidents.
Media messages slowly began to change about Miami all over the world, but the progress
took a hit when a Chilean family on vacation got lost and therefore robbed, and beaten. Miami
acted quickly by offering the family free plane tickets, Disney Resort passes, a rental car, $1,000
in traveler checks, and donations from callers from a local radio station. The family chose to
continue their vacation and did not harbor negative feelings towards Miami.
Unfortunately crime continued, Miamis reputation continued to falter, and the number of
tourists was still trending downward. Miami refocused attention on improving accommodations
and continued to establish new security measures. Finally in 1995 efforts began to finally pay off
and the number of visitors rose by 3.5% statewide. Miami rose from 80 to 67 as one of the best

places to live in the U.S. in Money magazine, and LA replaced Miami as the rudest place to
live in Conde Nast Travelers magazine.
This case study taught me that no matter how bad an image may get, there is still hope in
recovering if enough time and effort are put in. I also learned the value of different types of PR
strategies and using them at the right time. In some cases the problems must be dealt with before
any new messages can be sent out, however, making changes is not enough either. PR people
need to be constantly updating the changes and informing the publics, then getting feedback and
continuing the cycle. Also, no matter how big the project is, interpersonal relations matter.