Source-https://www.usatoday.com/story/money/business/2016/09/20/seaworld-cuts-dividend-killer-whale-shows-set-end/90729756/
By Lily O'Gorden One of the most common phrases we hear in the world of public relations is that there is no such thing as bad publicity. However, in today’s interconnected and social-media obsessed society, I find this phrase hard to believe. The premise of this phrase is that as long as people are talking about you, it does not matter if they are saying good or bad things. Throughout the past few years, there have been copious examples of companies losing support and profit from bad PR. In the media today companies are commonly placed under extreme scrutiny. As we know, the common sentiment surrounding big business in America is negative. Companies need to know how to handle bad PR instead of relying on this old-fashioned phrase. A prime example of a corporation suffering from bad PR is SeaWorld. In July of 2013, a documentary film titled Blackfish was released. This documentary detailed the horrific mistreatment of animals, specifically orca whales, and ever since this film became popular, SeaWorld has been drowning in negative publicity. With groups like PETA, People For the Ethical Treatment of Animals, targeting their every move, it became hard for SeaWorld to improve their public image. Even today, over five years later, SeaWorld’s popularity is still much lower than before Blackfish. SeaWorld has started to recover, but in the process they had to end their orca breeding. This negative publicity brought about important change, but overall I do not think SeaWorld would agree with the statement that all publicity is positive.
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