For spring break and beyond, Mexico’s drug war threatens tourism, presenting a major crisis PR challenge for the short term and more important reputation management for the long term.

Coverage hasn’t been pretty. Danger warnings on “Mexico under siege” came Reuters and The Los Angeles Times.

The LAT even outlined one PR approach to the crisis:

Mindful of Mexico’s image troubles, promoters in the Cancun area are turning to a novel tactic: Don’t mention what country it’s in. Officials say they will downplay Mexico in advertising the beach zone, which has been relatively untouched by the violence.

But frankly, we’re not sure that avoiding the word “Mexico” is the best approach.  Mexico’s tourist industry might benefit much more from a more straightforward fact-based approach.  Authentic PR, rather than spin.  Here are some ideas:

• Acknowledge the Problem – It exists and here are the steps being taken to solve it.
• Map it – Which areas of the country (or specific cities) are safe and which should be avoided, based on crime statistics. Use color-coded zones to provide a compelling visual. This could even be accomplished using a Google Maps mash-up like this one from Chicago.
• Count and Compare – Highlight the very low number of tourists impacted by the drug war so far and compare these figures with other popular getaway destinations.
• Testify – Share firsthand accounts of positive and carefree Mexican vacation experiences with the media.

Those are just starters. Which PR strategies and tactics would you recommend to turn around this image, reduce concerns and increase tourism growth once again?

Posted by Erin Koch