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STS SPRING MEETING & SETTRA SYMPOSIUM March 29, 2011 The Gulf Oil Spill and Tourism: What Were the lessons

STS SPRING MEETING & SETTRA SYMPOSIUM March 29, 2011 The Gulf Oil Spill and Tourism: What Were the lessons. Lesson #1 “Research is what I'm doing when I don't know what I'm doing.” Werner von Braun . Act quickly. Use your partners. Count everything. Everything counts.

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STS SPRING MEETING & SETTRA SYMPOSIUM March 29, 2011 The Gulf Oil Spill and Tourism: What Were the lessons

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  1. STS SPRING MEETING & SETTRA SYMPOSIUM March 29, 2011 The Gulf Oil Spill and Tourism: What Were the lessons

  2. Lesson #1 “Research is what I'm doing when I don't know what I'm doing.” Werner von Braun

  3. Act quickly. • Use your partners. • Count everything. • Everything counts. • Use new resource.

  4. Lesson #1.5 “We barely have time to react in this world, let alone rehearse”

  5. Research requests • Work towards a standard response • Make all research available online • Use unusual request as a guide to improving research

  6. Lesson # 2   “Advertising says to people, 'Here's what we've got. Here's what it will do for you. Here's how to get it’.”

  7. Have an inventory. What you got. What does it do. Where to get it • Start now. • Include everything that is unique to your area do not limit yourself to the traditional

  8. Lesson #3 “All our knowledge has its origins in our perceptions.”Leonardo da Vinci

  9. To maximize positive media coverage 86 spokespeople were selected, segmented, coached and managed based on expertise, position, industry and geographic affiliation. Expert Bureau members conducted interviews, provided testimony before Congress, authored letters to the editor, spoke at conference and hosted events.

  10. An aggressive in-state, regional, national, international and online media outreach strategy corrected false perceptions about Louisiana and its tourism assets, resulting in more than 170.8 million impressions and some $70 million in publicity value.

  11. Perception Research Overview • 2 waves of nationwide research: May 19-21 (1,003 respondents) August 3-6 (1,003 respondents) • 2 waves of regional research: June 18-21 (903 regional respondents) September 21-24 (900 regional respondents)

  12. The percentage of respondents who believe the oil spill story is being accurately reported declined since June.Regional 35.4% Believe Exaggerated (6-10) Story Is EXAGGERATED by Media Story Is EXAGGERATED by Media 28.2% Believe Exaggerated (6-10) 26.4% Believe Accurate (5) Story Is ACCURATELY Reported by Media Story Is ACCURATELY Reported by Media 38.4% Believe Accurate (5) 38.1% Believe Downplayed (0-4) Story Is DOWNPLAYED by Media 33.3% Believe Downplayed (0-4) Story Is DOWNPLAYED by Media Q7. Think for a moment about all that you have seen or heard about the oil spill from all news sources, and then rate your opinion using a scale from 0-10 where “o” means the story is being downplayed, “5” means the story is being accurately reported, and “10” means the story is being exaggerated. R

  13. Significantly fewer Regional respondents believe that the effects of the oil spill on Louisiana will extend beyond 5 years. Only one third of Regional respondents now believe that the oil spill will affect Louisiana for more than 5 years. R Q11. Based on everything you know about the oil spill, how long do you think Louisiana will be affected?

  14. The negative perception of the oil spill on Louisiana has declined since June  about 6 out of 10 believe that the oil spill is less devastating than the 2005 hurricanes. Compared to the 2005 hurricanes, the devastation caused by the oil spill is: R Q8. In the summer of 2005, as you probably remember, Hurricanes Katrina and Rita hit Louisiana. Compared to what you know about the devastation to Louisiana caused by those hurricanes, do you think the devastation to Louisiana caused by the oil spill is:

  15. Only about 3 out of 10 (32%) believe the story is reported accurately Total Respondents (n=1003 in each wave) 28.2% Believe Exaggerated (6-10) 29.9% Believe Exaggerated (6-10) Story Is EXAGGERATED by Media Story Is EXAGGERATED by Media Story Is ACCURATELY Reported by Media Story Is ACCURATELY Reported by Media 31.5% Believe Accurate (5) 38.4% Believe Accurate (5) 38.6% Believe Downplayed (0-4) Story Is DOWNPLAYED by Media 33.3% Believe Downplayed (0-4) Story Is DOWNPLAYED by Media N

  16. The oil spill will affect Louisiana for years. Total Respondents (n=1003 in each wave) About 8 out of 10 Nationwide respondents believe that the oil spill will affect Louisiana for at least 2 years. Q11. Based on everything you know about the oil spill, how long do you think Louisiana will be affected?

  17. “Not everything that can be counted counts, and not everything that counts can be counted”

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