2. HISTORY OF SEA WORLD
2 parks, 23 whales
Always emphasized:
Animal welfare
Educating publics
Connecting with the
natural world
Target Audience:
Family
Children
Military
Forgotten
Audience?
3. CASE BACKGROUND
In July of 2013, Blackfish film was released
Blackfish:
Sea World mistreatment of animals
Put trainers in danger
Blackfish effects on Sea World :
Loss of profit
Decline in attendance
Damaged reputation
Sea World must rebuilt its reputation
4. SEA WORLD FIRST STEPS
Before Release:
Warned investors of possible harm
Sent email to film critics
After Release:
Blamed decline in sales on other factors
Gave discounts
‘Truth about Blackfish’
5. SERIES OF UNFORTUNATE
EVENTS (2014)
Sea World CEO Jim
Atchison steps down
Southwest Airlines ends
26-year long
relationship with park
Investors sue Sea World
Company stock falls
37% by end of 2014
6. NEW LEADERSHIP-NEW
STRATEGY
More aggressive approach to save reputation
New CEO Joel Manby
GOAL: To rebut criticism raised by the film and animal
rights activists promoting it
STRATEGY: shift the focus from the whales it holds in
captivity
More humane image using cross-media campaigns
State the facts
7. TRUTH CAMPAIGN
Largest PR efforts in reputation
management/Allows the company to tell its
story
Various campaigns:
Ask Sea World
Twitter campaign
Orca ad
Meet the Animals ad
8. ETHICALLY QUESTIONABLE PR
John Hargrove- former trainer and reputable-
on-screen source in Blackfish
Sea World sends out damaging video of
Hargrove
9. MOVING WITH SOCIETY
Two-way symmetrical communication model
Recognized society’s perception about animals in
captivity is changing
Stop orca breeding/ phase out whale shows
10. PUBLIC RELATIONS SUCCESS
MAXIMS THAT WORKED:
Gave public a source of information regarded as
trustworthy (Sea World cares website).
Delivered explicitly stated messages calling out
blackfish for being misleading
Delivered a simple, clear, and symbolic message of
truth
One clear voice
