This is an analysis of the campaign that SeaWorld created following the release of the documentary, Blackfish.

2. • Blackfish was released on CNN on Jan. 19, 2013
• Documentary focus:
• Argued that orcas should not be in captivity
• SeaWorld’s mistreatment of it’s animals and trainers
• Orcas lashed out at trainers due to issues related to captivity

3. • PETA protested SeaWorld’s Rose Bowl Parade float following the premiere of Blackfish on Nov. 8, 2013
• Protestors dressed up as orcas or wore shirts that said “SeaWorld hurts orcas”
• Protestors sat in front of the float in protest of its involvement
• 19 were arrested, resulting in more media attention

5. • In response to backlash from Blackfish:
• SeaWorld launched its truth campaign 3 months later
• Featured videos from killer whale trainers that debunked the
information shared in the documentary
• Focused mainly on calling out inaccuracies with the film instead of
addressing the main issue (don’t keep orcas in captivity)

6. Critiques of Blackfish (according to SeaWorld)
• Film employed false and emotionally manipulative sequences concerning the collection and
separation of killer whales
• Film relied on former employees, most of whom have little experience with killer whales, and
others who haven’t been employed there for 20 years
• Film relied on animal rights activists masquerading as scientists
• Film spun fake account of Brancheau’s death in opening sequence
• Film falsely suggests that Tilikum’s background was hidden from trainers

7. • Strategy: To inform the public about the discrepancies with Blackfish’s narrative
• Tactic: Created a website, “Why Blackfish is propaganda, not a documentary”
• SeaWorld featured killer whale trainers to debunk the film, just as the documentary had
used interviews of killer whale trainers to form its narrative
• SeaWorld claimed the documentary failed to recognize conservation and education
efforts by SeaWorld
• Strategy: To create the illusion of financial security for SeaWorld Parks
• Tactic: SeaWorld released a news release that detailed their revenue increase in the year
following airing of Blackfish
• Income was due to ticket and in-park spending, park attendance decreased (which
SeaWorld blamed on expected results from ticket price increase and an early in the
season Easter)
• Strategy: To demonstrate commitment to animal wellbeing
• Tactic: SeaWorld’s idea for the Blue World Project and $10 million pledge for killer whale
research and ocean conservation projects
• Plan to enhance living environments for animals and guest experience/education

8. • SeaWorld’s reputation never fully recovered after the release of Blackfish
• Experienced an 84% drop in quarterly earnings in 2015 and 2% drop in attendance
• SeaWorld cancels Blue World Project in 2016
• SeaWorld eliminated hundreds of jobs from its different parks
• Shareholder lawsuits against SeaWorld for dishonesty about financial filings

9. • SeaWorld failed to respond to the crisis quickly or effectively
• The truth campaign attacked the documentary instead of addressing the real issues that were
brought up or coming up with ideas to repair their reputation until 3 years after the documentary
was released
• SeaWorld didn’t share any news releases relating to their campaign website and has not shared any
outcomes data from their Twitter or website
• PETA secured much more media attention than SeaWorld

10. • “Crisis managers should increasingly accommodate
their reputation repair strategies as the
reputational threat from crisis intensifies” (Coombs
and Holladay, 2002).
• The situation was already a reputational threat
from the documentary alone, but PETA intensified
the situation
• SeaWorld took a long time to respond
• Did not respond effectively until its reputation
was already too damaged
• Applying this theory could have benefitted their
response and results

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