City of Fresno Looking to Improve Its Perception Nationally

Tuesday, September 19, 2006

September 19, 2006 -- It's a new plan to fix Fresno's image problem. The city has received national attention on major stories, from crime to having some of the worst air quality in the nation.

Some city leaders feel it's time to revamp Fresno's image locally, around the state, and the country. They've hired a local public relations firm and for $120,000. The firm will take a proactive approach in re-building the city's image.

The city of Fresno has certainly gotten its share of national attention in the last few years, but not in a good way. The mass murder of the Wesson family, the distinction of having the highest concentration of poverty in the country, and the worst air quality.

But that's about to change. The Fresno City Council just hired Mark Astone and his public relations firm to highlight the attractive parts of the city and the region. Then get the information published in various lifestyle, tourism, and business magazines across the country.

"If we could change that perception and get people to not wince when they hear the name, we'll be very happy," said Astone.

Some of the things that will be played up are as follows: Yosemite, Kings Canyon and Sequoia National Parks, Fresno Pacific University, which was recently named one of the best on the West Coast, the weather that allows for year round golf, skiing at the summit, and kicking back on the coast.

Several councilmembers embraced the idea, but at least one thinks it's a bad idea to buy good publicity.

"I frankly don't think it's going to work. I think the way you change the image of a city is you do good things," said Councilmember Jerry Duncan.

Astone believes sometimes you have toot your own horn. One of his goals with this campaign is to see Fresno on a different list. A yearly one made famous by Money Magazine.

"We'd like to get enough positive information out there where people say I heard about what a great place it is to live, I saw you on the top 10 places to live in the United States," Astone said.

There are several cities around the country hiring public relation firms to pump out some good publicity for them, Lareado, Texas, Boise, Idaho, and Tacoma, Washington.

Tacoma says it lured 100 tech firms to the city with it's public relation campaign. Fresno would like to attract more tourists and business headquarters.

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