Date Approved

7-6-2000

Embargo Period

6-13-2016

Document Type

Thesis

Degree Name

M.A. in Public Relations

Department

Public Relations & Advertising

College

Ric Edelman College of Communication & Creative Arts

Advisor

FitzGerald, Suzanne Sparks

Subject(s)

Municipal government--Public relations

Disciplines

Public Relations and Advertising

Abstract

This study was conducted to determine if public relations played a vital role in revitalizing major cities. It also tested which tactics were implemented in public relations campaigns to create awareness and draw tourism to the revitalized area. The study used Baltimore, Philadelphia and Pittsburgh as its case studies.

The study involved a review of related secondary research of articles and interviews with public relations professionals who worked for various cities. Primary research involved a content analysis of random articles from 1989 through 2000 from the major papers in each city, in-depth interviews with public relations directors, and intercept surveys from Baltimore and Philadelphia. Percentages through coded responses assessed the resulting data: findings revealed that public relations was necessary to assist a city in its revival process. Since many cities have limited budgets, advertising played a small role in assisting with promoting the "new" town. Branding, cultural activities, media relations and special events were tactics in most of the public relations campaigns. During different stages of the revival, various tactics were implemented to help a city achieve its redevelopment goals.

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