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Blackfish is a new documentary that exposes SeaWorld for mistreatment of Orcas in capture and captivity as well as the misinformation to visitors and trainers. Blackfish was originally debuted at Sundance Film Festival in January of 2013, but gained particular popularity after it was repeatedly aired by CNN in October 2013. During the summer of 2013, the documentary was also released at some movie theaters and was ultimately picked up by Netflix in early December of 2013. SeaWorld refused to comment in the documentary, even though the documentary has video proof of mistreatment and previous SeaWorld trainers speaking against the corporation.
Despite all of the negative press surrounding SeaWorld as a result of Blackfish, SeaWorld’s third quarter of 2013 experienced a 3 percent increase in overall revenue when compared to the third quarter of 2012. SeaWorld refused to make a comment for the documentary and in interview requests that resulted from Blackfish‘s popularity. The importance of monitoring social media sites cannot be stressed enough, especially in a time of crisis. Make sure that you do not exaggerate the truth when it comes to an event that happens with your business. Accepting fault when fault is due is crucial to this process.  It may be difficult to admit fault to your consumers but it is always better for them to hear it from you verses another source. Large corporations don’t have all of the answers when it comes to crisis communication. YOakleyPR is a boutique public relations firm that specializes in providing 501(c)(3) nonprofit organizations with public relations, social media, and online marketing support services. Before reaching Netflix’s audience, the film was viewed by 21 million people through CNN alone.

SeaWorld now has issued written statements stating that Blackfish is nothing but untrue propaganda, but has refused to give any live or verbal interviews. However, Blackfish‘s popularity is still gaining momentum with consumers and SeaWorld is just recently increasing their crisis communication campaign. When a consumer can see or hear the person who is giving the response, they are able to hear the tone of their voice and determine from there how sincere they sound. This will help you stay informed on what consumers feel about your company and help you gauge, not only, what your next step should be but the size of the issue.
Regularly practicing this method will help you avoid a potential crisis.  This tip is especially true in regards your official statement after the crisis incident. If you are planning to address the wrongful accusations then you must also admit to what is true. SeaWorld seemed to be working without a crisis plan and decided that lack of comments or omitting material would hurt them less than sincerely accepting fault and explaining their position.
We are dedicated to empowering nonprofit organizations with the tools they need to plan and implement public relations and online marketing strategies that best suit their internal team, constituents, partners, and donors. Because of this you need to make sure to prepare your CEO or chosen spokesperson since it will directly reflect the intentions of your organization.
Your statement should help you gain morale and any lies or exaggeration in it will hurt your corporation.
Whether or not you choose to believe Blackfish or SeaWorld, take note on how to avoid SeaWorld’s mistakes. Here are some of the things that SeaWorld could have done to positively handle the Blackfish campaign in 2013.

Although one can certainly see why SeaWorld would be concerned that the Blackfish producers might alter the comment they made, a comment should always be given to your consumers.
This statement should be released no later than one hour after you find out about the crisis.
Although they have increased their activism recently, through their sponsored tweets and engaging website, they were relatively inactive as this film was gaining popularity. SeaWorld failed to do this with their statement when they did not comment on the quality and length of life of captive verses wild killer whales. This could help your company stop the crisis early and keep loyal consumers engaged in your company.  SeaWorld waited about a month after the film debuted at Sundance Film Festival before responding. Many of their consumers would tweet them during the airing on CNN and they would not respond to any of them. They also did not address the misrepresentation regarding this information to their visitors.
It is hard to tell if they were listening to their audience at all but they were definitely not responding and now they are paying the price. Keeping an eye on the conversation and staying current in the conversation could have diminished the negative morale that is now associated with their brand.

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