. The company’s attorneys should have a strategy for defense or settlement, depending on the crisis. The accounting department should have information at its fingertips to anticipate financial damage and the strength of accounts. Depending on the type of crisis and number/state of victims, reparations will be necessary. The company cannot afford to over-accommodate; not only could it be harmful financially but it could imply that the crisis is worse than it appears (Coombs, 2007). The greater the disaster, the more the company must accommodate; the more accommodation, the more costly for the company (Coombs & Holladay, 2002). The public relations department has the marketing experts required for crisis management.
Journal of Business Case Studies – Third Quarter 2014 Volume 10, Number 3 Copyright by author(s); CC-BY 237 The Clute Institute Research makes it clear that Carnival made personnel changes between crises. Carnival appears to have learned from the two major incidents. One ’s brand isn’t likely to be completely destroyed with one catastrophe, nor will it be repaired with one well-handled. The use of Facebook as a strategy for the Triumph disaster showed bravery in choosing a media that was unfamiliar. There were certainly challenges to the decision; Carnival gave up control by going so public. The cruise line may have to answer to the news media as it sidestepped normal channels and went directly to the public, which was a bold (and in this researcher’s opinion, brilliant) move. Carnival still gave out only the information that it wanted to be made public, but left it wide open for rumors as well. Anyone with Internet access can log on and tell the world anything they want; facts, fiction, opinions… there is no filter between what’s posted and what’s taken away. Carnival took a chance, and it’s seeing its share of negative posts. What we saw, however, were loyal devotees of the cruise line coming to its defense, just as publically as its opponents. It will be interesting to see how the next incident is handled. AUTHOR INFORMATION Kathleen “Kitty” Bryce is a recent graduate of Hodges University, and currently studying for her Masters degree in Professional Studies. A veteran of the United States Air Force, Kitty has traveled all over the world and enjoys sharing her experiences and life’s lessons with others through writing and speaking. She is an adv ocate of higher education, and is employed by her alma mater. E-mail: [email protected] REFERENCES
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- Fall '15
- Management, Carnival Cruise Lines, Carnival