Carnival Cruises

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Recommended: Aspects of crisis management

CAP 320—PR Cases and Management

Peer review of case presentations

Your name___Isaac Hamlin_______________________________________________

Name/Number of Case__Carnival Cruises___________________________________________

From your own reading of the example case:

1.What is the main PR situation from your perspective?
The main PR situation in this case is one of crisis management. Carnival Cruises had a series of malfunctions aboard their ships, which garnered a lot of negative media coverage and brand damaging public reactions. Carnival cruises had to respond to the crisis created by these unfortunate events and rebuild trust and communication with their customers along with rebuilding their brand. The biggest PR situation was the Carnival was at risk of losing a vast amount of customers and facing huge brand damage possibilities from this crisis.

2. Did the professionals in the case do research well? Why/why not?
The research in this case had a good start however more was needed. The research efforts done by Carnival included social media postings and polling past and current passengers for input and engagement reactions. However when looking at their research on social media, Carnival chose to engage more with positive posts rather than negative posts. It would have been better for them to take all feedback and engage it no matter if it was positive or negative. This would have helped their research and help them find the pulse of public opinion to make better decisions as the crisis continued to unfold. The second research strategy conducted by Carnival was polling past and current customers for their input and reactions. This research strategy was a good one since Carnival’s public opinion is needed to make decisions...

... middle of paper ...

...e systems on their ships.

Based on your fellow students 'presentation of the case:

1. Did those presenting the case have good and thorough counsel for management? Why/why not?
Those presenting the case had good counsel for management and did well in presenting the case. The good counsel happened mainly because of how the teams concentrated on how important it was to take control of media outlets and to give your story to your public before they draw their own conclusions or take them from the media. This to me was the most important takeaway from this particular crisis and both teams did a good job in presenting it. Also when giving recommendations both teams had good PR advice particularly in the strategies and tactics areas of their presentations, both teams focused on social media and brand rebuilding/engaging publics, which is sound PR advice.

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