Date Approved


Embargo Period


Document Type


Degree Name

M.A. in Public Relations


Public Relations & Advertising


Ric Edelman College of Communication & Creative Arts


FitzGerald, Suzanne Sparks


Municipal government--Public relations


Public Relations and Advertising


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.