Date

6-2015

Degree Name

BS in Journalism

Department

Journalism Department

Advisor(s)

Dan Eller

Abstract

This study explores how two-way symmetrical communication could help SeaWorld Parks and Entertainment rebuild their reputation and take back their brand after attacks from animal rights groups following the release of the documentary Blackfish. The study analyzes SeaWorld’s previous and current public relations campaigns, how effective they’ve been and if utilization of the two-way symmetrical communication model could benefit the company. In the past a documentary like Blackfish would have caused backlash towards SeaWorld only from the few who saw it in theatres, but today everything ends up on the internet and remains there, circulating outrage and criticism to new audiences. It’s more important than ever for companies to have crisis communication tactics that can help them restore public opinion and support. This study analyzes crisis communication strategies, particularly utilizing two-way symmetrical communication.

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