| | |  Editorials | Opinions | September 2009 
Mexico Lacks a Plan to Correct Negative Media Perceptions
 Gregory Payne - MexiData.info
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September 07, 2009
 |  | With the American media often opting for ratings rather than facts, the 'mediated reality' presented to Americans is that all of Mexico is ridden with violence and unsafe to visit. |  | | |
A fundamental mistake in the response to the violence associated with the war on drugs and the too often sensational approach of the American media in reporting such events is Mexico’s lack of a carefully crafted crisis communication plan. Succinctly stated, generally speaking, there has been no official response.
In reality, instead of defining the problem and its causes, focusing on the publics impacted and outlining possible solutions to remedy the situation – fundamental requirements of any crisis communication strategy – the Mexican approach too often has been like that of the ostrich. That is, stick your sombrero in the Baja California sand and pretend there is nothing wrong. For example, Californians hear radio ads telling them that "the lobster tastes good," and "to come to the Baja and "stroll down the streets of Avenida Revolucion in Tijuana."
Hola? Qué tal? Who is in charge of such ads and who do they think they are fooling?
With the American media often opting for ratings rather than facts, the "mediated reality" presented to Americans is that all of Mexico is ridden with violence and unsafe to visit. Rosarito Beach, Tijuana, Nuevo Laredo, all get morphed into one sad and crime invested barrio. With this concocted context, what American in their right mind would come to "stroll down Avenida Revolucion" in Tijuana, where ABC, AP and CNN say they would be dodging bullets left and right? Who cares if the "lobster tastes good" if the media have you convinced it could be your last supper?
The lack of a response to such inaccuracies is not only disappointing; it has dire economic, cultural and social costs that will impact the country for years. Although weekends have seen more visitors, most are from Mexicali and other parts of Mexico. The gringos still seem scared by the recycled and often times inaccurate accounts that only present part of the story.
As a professor who teaches crisis communication at Emerson College in Boston, and a regular visitor to Baja California, I have been involved in a two year ongoing student grass roots public affairs project, www.rediscoverosarito.org, dedicated to presenting the facts about the safety and security of Rosarito Beach. This campaign is not a propaganda effort, but one dedicated to presenting the facts, both good and bad, about how this community is impacted and addressing the crisis.
What has been most impressive to me, as a professor, is that Rosarito is the one city with a proactive effort and crisis communication plan to address the problem, to communicate with the media about issues in questionable reporting, and an ongoing grass roots effort to involve citizens in addressing the problem.
Rather than sit back and passively accept inaccurate accounts of events being reported in U.S. media, Mayor Hugo Torres has gone to San Diego and cities in Southern California to talk with media and local leaders about the problems and to set the facts straight. He has gathered testimonials from many of the estimated 14,000 U.S. residents who live in Rosarito as well as tourists. He has separated fact from fiction: tourists have not been the focus of violence in Rosarito.
Violence has involved only those with drug ties. The crime rate in Rosarito is lower than many of the neighborhoods in San Diego and Los Angeles, where many of its tourists reside. Visitors are safer in Rosarito than their counterparts in New Orleans, St. Louis and Miami.
As part of the proactive stance, Rosarito has special tourist police especially dedicated to visitors, and any tickets or violations, if they might occur, are now handled in a fast track process to ensure a speedy resolution. Mayor Torres has endorsed and sponsored programs, such as the Rosarito Student Film Festival, a joint effort with students and alums from Emerson College, which teaches young citizens of this beachside community to document their own narratives and stories as they prepare for potential careers in journalism or public service. Such collaborative efforts help convey the sense of "normalcy" that is important in the recovery phase of a crisis.
It is clear from this crisis that there is little history or appreciation of crisis communication in Mexico. Rosarito has been the exception. Hugo Torres and his staff have viewed the crisis as an opportunity to move forward, working together with the media as well as various public entities and organizations to convey the message, backed with facts, that this seaside community is not only safe but a great economic bargain for its American neighbors to visit, vacation, and retire.
And, yes, within this proactive context of safety and security, the ad running on the American radio stations does make sense. Take the sombrero out of the sand and visit Rosarito, because it is safe and "the lobster tastes good."
Gregory Payne is a Professor of Public Affairs at Emerson College, Boston, MA |
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