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 and recover from the crisis, however some improvements could be added to it. In addition to polling their publics it would have been beneficial to include focus groups to strengthen the research done and the polling efforts. Having focus groups consisting of Carnival’s publics would have increased the speed at which information would have been gathered from focus groups. Focus groups would also have added a personal engagement aspect to the research section of this plan and would have helped with engaging both past and present publics and customers of Carnival Cruises. Finally I would suggest a new section to the research section of the crisis response. Carnival should invest research into what went wrong with all three cruise ships and research better emergency system and staff training modules. This new research into making ships safer and staff more competent in emergencies would be beneficial to avoid future emergency crisis’s and would show the publics that something is being done to solve the current issues created positive reactions. Both these are reasons to research better training and better emergency systems.
3. What is your assessment of the objectives the professionals set in this case?
The objectives in...