The increasing role of public relations as a crisis management function: An empirical examination of communication restrategising efforts among destination organisation managers in the wake of 11th September, 2001

The 11th September terrorist attacks on the USA have greatly impacted on the tourism industry, causing managers to restrategise their communication programmes. This national investigation illustrates the increasing role of public relations as a crisis management function. The study sought to determine if public relations activities are increasing and advertising activities are decreasing among tourism managers in the wake of 9/11. Examined within a crisis communication framework, the situational theory developed by Grunig served as the theoretical underpinning for the study. In particular, the study examines how messages are being restructured, primary publics are being refocused and communication tactics (channels) are being retooled among convention and visitors' bureau (CVB) managers (destination organisation managers). Employing a web-based survey to randomly selected CVB communication managers throughout the USA, findings indicate that since the attacks use of public relations tactics for promotional purposes has increased while use of advertising tactics has decreased. Additionally, more than one-quarter of the tourism managers have redirected their primary public focus and nearly half have redesigned their promotional messages to support revamped organisational objectives. 10.1177/135676670401000304