Sea World v. BlackfishJESSICA FRANKLIN

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?

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

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’

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

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

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

ETHICALLY QUESTIONABLE PR

John Hargrove- former trainer and reputable-on-screen source in Blackfish

Sea World sends out damaging video of Hargrove

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

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

UNSUCCESSFUL PUBLIC RELATIONS

Objectives (revenue/attendance) prove goal has not been achieved

Attendance dropped 2%, revenue 3%\

Social media fail

WHY IS THIS IMPORTANT?

Power of mass media

Good example of reputation management

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/

Sea World v. BlackfishJESSICA FRANKLIN