Can Cruises Recover from a PR Nightmare? 1

Regardless of how many precautions are taken to ensure a pleasurable experience, there are unknown variables that can turn that pleasure cruise into a voyage of the damned. Cruise lines will put every effort they can to prevent a bad situation from happening, but the human element is unpredictable and can cause a great deal of problems.

When the unimaginable happens, it can be very damaging to the cruise line name. Even if the situation happened thousands of miles away, mainstream media will make sure that “so-and-so” cruise line is held responsible. Damage control needs to take place immediately in order to quell loss of income from these voyages.

1. Responsibility – Accepting responsibility immediately when something goes wrong is a start. By claiming responsibility from the beginning, the company can begin the healing process by showing the public that they made a mistake and are taking measures to make things right. It’s all about showing an effort to the situation. Even if the captain is personally to blame for causing the circumstance, the company needs to acknowledge that the responsibility of putting him or her at the helm was a mistake.

2. Expedience – In order to reduce accusations and speculations, the public needs to be updated of changing information as quickly as possible. Mainstream media has a habit of taking unsubstantiated facts and reporting on the tragedy as quickly as possible. This usually tends to be based on information that doesn’t have a solid foundation. As news reporters, it’s their job to report on situations as quickly as possible in order to be the first broadcast agency to do so. This is why numbers and statistical information are always differentiated at the beginning of a story. If the cruise line intervenes with its own information based on facts, then the fear-factor of journalism can be reduced.

3. Making Amends – Not everyone can be bought off with free tickets or refunds. In order to heal the damage caused from a bad situation, a more active approach needs to be analyzed. Obviously, an internal investigation needs to be conducted and the findings made public as to why this situation happened in the first place. A public effort needs to be displayed by the company showing everyone that steps are being taken to ensure the troubles never happen again. And finally, a humanitarian outreach needs to be embellished in the public view in order to show that the company cares deeply for its patrons.

4. Follow-ups – Continuous follow-ups placed in public view of methods and technologies to prevent the past mistakes needs to be a priority. The Internet has provided a location for a wide range of people to keep stories and videos alive for decades. Any detrimental video needs to be accompanied by one that shows remorse for bad decisions. Although bad news usually lives longer in the memories of people than good news, a great deal of effort and a change of policies within the company can keep the situation from being one that bankrupts the cruise line.

The bottom line is that no one is perfect. Not every contingency can be planned for as the random element will always exist. The best a company can strive for is to diminish the amount of damage the press can wreak on any bad situation. Not everything can be quelled by throwing money at it.


Jason Miner an expert freelance writer loves writing articles on different categories. He is approaching different bloggers to recognize each other’s efforts through “”. He can be contacted through e-mail at jasonminer8atgmaildotcom.

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