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Sea World v Blackfish- PR Case Study PPT
- 1. Sea World v. Blackfish JESSICAFRANKLIN
- 2. HISTORY OF SEAWORLD 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 InJuly 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 FIRSTSTEPS 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 Moreaggressive 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 LargestPR 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
- 11. UNSUCCESSFUL PUBLIC RELATIONS Objectives(revenue/attendance) prove goal has not been achieved Attendance dropped 2%, revenue 3% Social media fail
- 12. WHY IS THISIMPORTANT? Power of mass media Good example of reputation management
- 13. WORKS CITED http://harlotofthearts.org/blog/2014/06/04/blackfish-and-some-bleakness/ http://logoary.com/seaworld-houston-logos.htm http://eaglenews.org/opinion/seaworld-makes-right-choice-no-longer-breeding-orcas/ http://www.mysanantonio.com/150years/article/Sea-World-6168776.php#photo-7727724 https://seaworldcares.com/the-facts/truth-about-blackfish/ https://www.inverse.com/article/7995-seaworld-will-end-killer-whale-shows-in-san-diego-how-we-got-here http://www.seaworldofhurt.com/seaworld-in-trouble-again-osha-citations/ http://animalaspects.tumblr.com/post/96976986368/animalaspects-here-are-some-wonderful-facts http://www.nydailynews.com/entertainment/tv-movies/seaworld-bites-back-blackfish-article-1.1755866 http://www.dailymail.co.uk/travel/travel_news/article-3019299/Are-tanks-filled-orca-tears-SeaWorld-Twitter-campaign-backfires-water- park-hashtag-AskSeaWorld-hijacked-animal-rights-campaigners.html http://orlandotouristtips.com/sea-lion-show-returns-to-seaworld-orlando-4409 https://womanfreebies.com/free-samples/sea-world-san-diego-ending-killer-whale-show/ https://womanfreebies.com/free-samples/sea-world-san-diego-ending-killer-whale-show/ http://www.newsday.com/news/nation/seaworld-s-askseaworld-twitter-campaign-backfires-1.10131989 https://thisfloridalife.com/2015/03/30/seaworlds-embarrassing-marketing-move/
- 14. Sea World v. Blackfish JESSICAFRANKLIN