WaPo: "SeaWorld faces major public relations challenge" (article avoids slavery, narwhal issues)

[Bucky]

SeaWorld faces major public relations challenge             "Nom nom"
February 26, 2010

MIAMI -- SeaWorld's online pitch for its Dine With Shamu show: "Be part of an up-close and unforgettable adventure!"

Those words have taken on unintended and ominous meaning after the death of veteran trainer Dawn Brancheau at the Orlando theme park. Brancheau, 40, was killed Wednesday at the close of the lunchtime show by the killer whale Tilikum in front of a horrified audience.

Now the company must reassure visitors the park and its sister locations in San Diego and San Antonio are still places where they can enjoy a family friendly day. Marketing and public relations experts say what the company does in coming days will be key to preserving its image.

Glenn Bunting, managing director for the Los Angeles-based crisis management firm Sitrick and Company said SeaWorld needs to respond promptly and proactively.

"They need to review every safety precaution," he said. "They need to explain how it happened, why it happened and make sure it doesn't happen again to reassure the public."