Seaworld Case Analysis

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Situation Analysis: On February 24, 2010 Dawn Brancheau, a trainer at SeaWorld, was killed when a killer whale named Tilikum pulled her into the water (Mooney). The death of Brancheau is not the first that SeaWorld has experienced throughout the time the park has been open, and it was not the first murder for Tilikum (Mooney). After Brancheau was killed in 2010, and Blackfish was released in July of 2013, SeaWorld endured an immense amount of backlash due to the death of the trainer and the treatment of the whales. Finally, in March of 2016 SeaWorld announced that the current generation of killer whales will be the last of the Orcas to be enclosed in the water park (Berlinger). Objective: SeaWorld finally sat down and identified the issue that they had to address, which was having killer whales as an attraction. In result to the issue, SeaWorld’s objective was to “create a new vision,” along with encourage their guests to “be inspired to a take action to help protect wild animals and wild places,” according to their official website ("A Vision for SeaWorld | SeaWorld Cares"). From a public relations standpoint their most sizable objective …show more content…

When the park was created more than 50 years ago, SeaWorld was saving Orcas from being hunted ("A Vision for SeaWorld | SeaWorld Cares"). Now, with the love that society has created for Orcas, SeaWorld must change their policy and create a new atmosphere for the animals. The strategy from a PR angle was to use this new idea and vision as a stepping stone to a better relate to the generation of this time. SeaWorld also partnered with the Humane Society of the United States to help advocate for wildlife protection in their parks (Berlinger). These strategies are used to change the opinion of SeaWorld in the public eye from unethical to ethical, by creating and promoting safer environments for the

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