Big Fish, Bigger PR Issue

Growing up I went to Sea World one, maybe two dozen times to watch the great Orca Whales, the hilarious (to a five-year-old) sea lion show, and the other animals that call this aquarium their home. Each time, however, it was an experience that made me appreciate the surrounding environment and made me realize that we share this earth with other creatures who have their own personalities.

Last week a tragedy occurred at this Florida attraction. A trainer was killed by one of the Orca Whales, known as Tilly. Now, people across the globe are calling for the whale’s release.

According to MSNBC, Sea World faces a major public relations crisis: they must convince the public that the park is safe and family-friendly. The trainer was killed at the end of a show, in front of an audience that was, no doubt, filled with families of all ages.

So what is Sea World to do? They need to act quickly, they need to explain what happened, why it happened, and create public measures to prevent it from occurring again. But is it that simple? After the incident, Sea World made a critical error that could hurt their chances of a quick recovery. Instead of correcting the mistaken story of a sheriff’s spokesperson, which stated the trainer fell into the water, Orlando SeaWorld President simply let it go. Two hours later, the mistake was corrected, the true story revealed, and the head animal trainer made available to answer questions of the media.

One positive response was that SeaWorld stopped all Orca performances until the situation was assessed. This shows not only a respect for the trainer, but also a respect of the animals. Something went wrong, and they didn’t want to risk more fatalities or injuries.

As animal rights activists, including Bob Barker, urge SeaWorld to release the animal to a sanctuary and “to close all marine-mammal exhibits permanently,” we must first think about what these aquariums bring to the public. What is the history of SeaWorld?

SeaWorld Orlando is not just an aquarium that attracts visitors to watch animals perform. It is also a rehabilitative center and acts as a way to educate the public on saving and preserving our environment. In developing a crisis communication plan SeaWorld needs to make sure the public understands the importance of the education that these facilities provide. Although the entertainment value is what has brought visitors in the past, this message needs to be refocused.

For those who advocate for releasing these animals – the question is how? If you look at SeaWorld’s website, it states that many of these animals are born in the aquarium or rescued. After years in the aquarium, many would not function in the wild. In a sanctuary they may have more room, but what would be the parameters guiding the sanctuary? Would it be in the wild? Would they have to re-learn to hunt for food? What instincts have they lost in captivity?

Click here to watch Today Show story on the incident, as well as witness testimony.