Table of Contents. Introduction 1. Letter of Agreement 2. History 3. Definitions 4. Mission Statement 5. Key Products & Services 6

Transcription

1 Table of Contents Introduction 1 Letter of Agreement 2 History 3 Definitions 4 Mission Statement 5 Key Products & Services 6 Company Financials 7 Key Employees 8 Ship Malfunctions Definition_& Verification 9 Goals 10

2 Strategies 11 Communication Objectives 13 Case Studies 14 Key Publics 23 Notify Key Publics 24 Crisis Team 25 Media Contacts 28 Media Kit & Press Materials Position Statements 30 Talking Points 31 Press Conference 32 Newsletter 33

3 Fact Sheet & FAQ s 34 Media Alert _35 Illness Definitions & Verification 36 Goals 37 Strategies 38 Communications Objectives 40 Case Studies 41 Key Publics 50 How to Notify Key Publics 51 Crisis Team 52 Media Contacts 54

4 Media Kit & Press Materials Position Statements 55 Talking Points 56 Press Conference 57 Newsletter 59 Fact Sheet & FAQ s 60 Media Alert 62 Ship Sinking Definitions & Verifications 63 Goals 64 Strategies 65 Communications Objectives 66

5 Case Studies 67 Key Publics 73 How to Notify Key Publics 74 Crisis Team 75 Media Contacts 77 Media Kit & Press Materials Position Statements 79 Talking Points 80 Press Conference 81 Newsletter 83 Fact Sheet & FAQ s 84 Media Alert 86

6 Introduction Why is this plan important? Carnival is one of the most popular cruise lines in the world due to its enjoyable and relaxing atmosphere. Passengers choose Carnival with the expectations of safety, luxury, and pleasure. It is crucial to keep that reputation intact and to continue to strive to repair all negative controversy going on in the cruise industry. With any vessel there are risks, but being prepared for crisis can help business return to normal. It is of the upmost importance to maintain a positive image and to remind guests why Carnival is one of the best in the industry. What could happen if the plan is not followed? Carnival Cruise s name could be damaged beyond repair and the company could lose business for years to come if this plan is not carefully followed. Customers need to feel safe and comfortable while on a vessel at sea. Transparency and responsibility are of the upmost importance. Incidents and crisis can occur in many different ways but being prepared will reduce the damage on company image. This crisis communication plan will identify the highest vulnerabilities to Carnival Cruise Lines and how to communicate key messages to the various publics quickly and correctly. Has a crisis happened to Carnival Cruise and similar companies before? Carnival has been a target of negative media coverage recently. Ship, employee and guest incidents have affected Carnivals previously positive image and reputation with its publics. With corrective action and delivering key messages, Carnival can expect to regain its prior good standing and business. Other cruise companies have also experience crisis situations, some of which have managed to escape with minimal damage. By identifying goals, strategies, and objectives, the Carnival crisis communication can rebuild confidence in the public eye.

7 Letter of Agreement By signing this document agreement, I (the signer) read this crisis communications plan. I am prepared to put the following strategies and procedures into effect. Chairman & CEO Date Executive Vice President & CEO Date Executive Vice President, Maritime Date Account Executive, Corporate Communications Date Crisis Team Director Date

8 History Carnival Cruise Lines is a British American owned cruise line, based in Doral, Florida, a suburb of Miami in the United States. Originally an independent company founded in 1972 by Ted Arisen. The company is now one of ten cruise ship brands owned and operated by Carnival Corporation & plc. Their success has grown from one ship in 1972 to 24 Fun Ships." Not only is Carnival Cruise Lines the leader in the cruise industry, it is also one of the most recognizable brands in the world. The company has the largest fleet in the group, with 24 vessels currently in operation that account for 21.1% of the worldwide market share. Executive control of the company is provided by the North American division of Carnival Corporation, headquartered in Doral, Florida.

9 Definitions Issue An issue results in minimal disruption of operations and is quickly brought under control. It does not require evacuation from passengers and crew members or serious medical attention. These events will attract minimal media inquires. Crisis A crisis result in sudden and significant disruption of operations, threatens the company s reputation, credibility, and financial situation, involves injuries or loss of life and is impossible to control. These events will strongly attract media inquires, especially if the ship is longer able to sail, an injury or death has occurred, or if municipal emergency response groups have been contacted for assistance.

10 Mission Statement "Our mission is to deliver exceptional vacation experiences through the world's best known cruise brands that cater to a variety of different lifestyles and budgets, all at an outstanding value unrivaled on land or at sea."

11 Key Products and Services Carnival Cruise Line is one of 10 companies owned and operated by Carnival Corporation, one of the largest cruise companies in the world. Cruise Brands: Carnival Cruise Lines, Princess Cruises, Holland America Line, Iberia Cruises, Costa Cruises, P&O Cruises, AIDA Cruises, and Cunard Line, P&O Cruises Australia, and Sea bourn. Carnival Cruise Line Number of Ships: 24 Name of Ships: Carnival Breeze, Carnival Conquest, Carnival Dream, Carnival Ecstasy, Carnival Elation, Carnival Fantasy, Carnival Fascination, Carnival Freedom, Carnival Glory, Carnival Imagination, Carnival Inspiration, Carnival Legend, Carnival Liberty, Carnival Magic, Carnival Miracle, Carnival Paradise, Carnival Pride, Carnival Sensation, Carnival Splendor, Carnival Sunshine, Carnival Triumph, Carnival Valor, and Carnival Victory. Destinations: Alaska, Bahamas, Canada/New England, Caribbean, Europe, Hawaii, Mexico, Panama Canal, Russia & Scandinavia, Nowhere, and Transatlantic. Carnival Corporation Employees: 90,000

12 Assets

13 Key Employees

14 Ship Malfunctions Definition According to Carnival Corporation, a Ship Malfunction is described as a broad term to encompass the possible scenarios that are most probable to cause immobilizing damage and danger to a Carnival Cruise ship at sea. Carnival Cruise has identified engine fires as main ship malfunction vulnerability. Other areas of concern with the ship include: spontaneous loss of mobility, loss of electricity, loss of propulsion, and loss of navigation. These malfunctions could potentially endanger the safety and comfort of passengers and crewmembers. Carnival Cruise will identify any of the previously listed scenarios as a Ship Malfunction and will initiate the crisis plan to begin proper steps of recovery. Verification Before Carnival Cruise is to initiate the crisis communication plan for Ship Malfunctions, the technical impairment on the ship must be verified as immobilizing. This will be determined upon notification of the technical irregularity by the ship s head technician and monitoring systems. Any technical impairment that will halt or delay the expected itinerary after being verified will be defined as a Ship Malfunction.

15 Goals Short Term Minimize fear and alleviate damage. Secure the safety and comfort of the passengers and crewmembers. Follow all protocols for control systems and verify that maintenance checks have be authenticated. Maintain an effective chain of communication between the crisis team and emergency services. Alleviate present passenger worries. Provide customer with necessary resources to reduce feelings of discomfort. Diagnose the source of the crisis and work to eliminate the problem thoroughly and efficiently. Address and identify the needs of all key publics. Be transparent with the media to communicate the company s efforts to overcome the crisis. Long Term Promote reliability for the company as a safe and enjoyable cruise line. Establish trust among all key publics. Reinforce positive company image and reputation.

16 Strategies In the case of a ship malfunction, it is imperative that Carnival Corporation gives factual and thorough information pertaining to the incident, regardless of whether or not Carnival is to blame. Carnival s top priority after ship malfunctions will always be focused on the safety of the passengers and crew onboard. The frequency and effectiveness of communications to passengers, who have no other information source, is what influences the passengers' perspective. Arrange and Provide Information/Details Give thorough information about the ship. This information will include details such as: ship name, number of passengers and crew, time spent on the ship, ship age and the ship s base and destination. In past incidents, Carnival stayed relatively silent, giving little information to passengers and media. As soon as details are available, provide information on the progress of how the crisis is being handled. This information should be provided via Twitter, Facebook, blogs, and company website. Bolster Explain that all ships operate in full compliance with and in many cases exceed all U.S. and international safety regulations. Defeasibility Explain all Carnival officers and crew undergo comprehensive regular safety and emergency training that meets or exceeds all regulatory requirements. Explain all crewmembers undergo specific training to handle emergency situations and help guests. Explain that crew roles, responsibilities and duties are clearly defined and assigned to handle any emergency on board. The average sea farer experience of captains is All ships are designed and operated in compliance with strict requirements of international law, which ensures that they are able to remain safe under a variety of adverse conditions. Explain all ships are equipped with the most advanced navigation technology, and officers are expertly trained in its use. Explain that all Carnival Cruise Lines employees are working tirelessly to ensure that the issue is resolved. Containment Announce that Carnival will call for a complete investigation and marine survey on all ships, and will announce a return to service when the company can assure its passengers that all is well.

17 Apology Communicate with past passengers as well as potential new ones. Explain the problems and announce the fixes, and offer steep incentives to win back passengers. Apologize to passengers for the unwanted conditions experienced during the ship malfunction and for inconveniencing their vacation. Compensation Provide passengers with the proper accommodations after issues take place. Provide hotel options, transportation, refunds for the trip and expenses incurred while on board. Corrective Action Express to customers that Carnival Cruise Lines has spent more than $300 million in significant enhancement of emergency power capabilities on all 24 Carnival vessels, as well as changes that will add more redundancy to operating systems.

18 Communication Objectives Gather detailed facts and verified information. Update the media and public as soon as new and verified information becomes available. Contain fear and actual damage to the affected cruise line. Verify the causation of the ship malfunction and its containment to the effected vessel. Communicate corrective action and compensation in regards to the ship malfunction. Assemble the crisis team. Rebuild Carnival s image as a fun, safe, and trusted choice for a cruise vacation. When to start the crisis communication plan? Carnival Cruise Lines will implement the crisis communication plan once one of its vessels is moderately to severely damage by a reported ship malfunction. It is imperative that Carnival Cruise Lines complies with US and International safety regulations and proper technical authorities to further investigate the malfunction. In the event of mass wide spread ship malfunctions, upgrade and extensively inspect all 24 vessels systems. The company will accept responsibility for the malfunction, regardless if Carnival Cruise Lines is fault. Corrective action such as mechanical inspection, system inspection should be taken as soon as physically possible. Appropriate compensation and a sincere apology must be communicated by the designated spokesperson to passengers as soon as possible to diffuse negative feelings. Carnival Cruise Lines will remain transparent with the media and publics, offering verified information whenever available. The company must also work alongside the US and International safety regulations and proper technical authorities. Carnival Cruise Lines must avoid evading responsibility and must not showcase as unsympathetic and an unemotional apology. An absence of acknowledgment, incomplete details and a lack of knowledge of the situation must be avoided at all costs.

19 Case Studies Case Study #1: The Triumph (2013) What Happened? On Sunday, February 10, 2013, fire broke out in the engine room, which knocked out the ship s propulsion system. More than 3,100 passengers were in their third day of a planned four day cruise from Galveston to Mexico when a fire in an engine room left it with no propulsion, adrift in the Gulf of Mexico. The power outages put toilets out of order and the listing caused many of them to overflow, sending urine and feces sloshing across floors and down hallways. Passengers reported long lines for food, shortages of fresh water and widespread boredom. Many passengers slept in hallways or outside to escape the odors and heat below decks. Triumph limped along helplessly in the Gulf of Mexico and passengers sent texts, tweets and photographic evidence of overflowing toilets, lack of running water, waste in the hallways and other unsanitary conditions, and reported on no air conditioning in the sweltering heat, hours long lines for dwindling food supplies, and being issued plastic bags to relieve themselves. Hardly the idyllic paradise the travel brochures promised. But rather than express empathy for the passengers on the Triumph, Carnival president Gerry Cahill who was not on the boat and therefore had no firsthand knowledge of rapidly deteriorating conditions took to publicly contradicting his passengers, saying there were some public restrooms that still worked, while tacitly admitting that most did not. Strategies Used: Defeasibility Carnival Cruise Lines President and CEO Gerry Cahill said at a news conference that the company is working hard to keep passengers comfortable. Apology

20 Carnival CEO Gerry Cahill apologized on behalf of the company. "We pride ourselves in providing our guests with a great vacation experience, and clearly we failed in this particular case," he told reporters before boarding the ship to apologize in person. Compensation Carnival has offered to give each passenger $500, a free flight home, a full refund for the trip and for most expenses incurred on board, as well as credit for another cruise. Containment Carnival announced that it was canceling a slew of already scheduled cruises to work on the problems. Source: Lucas, Phillip. "Carnival Triumph Adrift: Cruise Ship Breaks Loose." Huffingtonpost.com. Nap., 3 Apr Web. 12 May < triumph adrift_n_ html>. Case Study #2: Carnival Splendor (2010)

21 What Happened? The cruise ship was stranded offshore with 4,500 passengers and crew, and was towed slowly into a Mexican port. The Carnival Splendor was 200 miles south of San Diego when an engine room fire cut its power early on a Monday morning, according to a statement from Miami based Carnival Cruise Lines. The 3,299 passengers and 1,167 crew members were not hurt and the fire was put out, but the 952 foot ship had no air conditioning, hot water or telephone service. Auxiliary power allowed toilets and cold running water to be restored Monday night. Passengers were taken by bus to California, said Joyce Oliva, a Carnival spokeswoman. She said she was unaware of any safety concerns from passengers or their families about traveling by bus in Mexico. Strategies Used: Defeasibility About 70,000 pounds of supplies, including bread, utensils, cups, milk, canned food and other items, will be flown to the Reagan, where helicopters will transfer them to the stricken cruise ship, Cmdr. Greg Hicks said. Compensation The Splendor's seven day voyage, which began in Long Beach, was canceled and guests will get refunds, reimbursement for transportation costs and a free future cruise of equal value, the cruise line said. Mortification "We know this has been an extremely trying situation for our guests and we sincerely thank them for their patience," Carnival President and CEO Gerry Cahill said in the statement. "Conditions on board the ship are very challenging and we sincerely apologize for the discomfort and inconvenience our guests are currently enduring." Source Watson, Julie. "Carnival Splendor Fire: Nearly 4,500 Stranded On Cruise Ship Off Mexico." Huffingtonpost.com. N.p., 09 Nov Web. 12 May Case Study #3: The Carnival Dream Another Carnival Nightmare (2013)

22 What Happened? Passengers onboard the Carnival Dream, stalled at the dock in St. Maarten with a mechanical problem, will be flown home rather than completing the remainder of their cruise back to Florida. The Carnival Dream suffered from a malfunction to its backup generator, the cruise line said, during regularly scheduled testing. This resulted in periodic interruptions to bathroom services and, according to a passenger interviewed by CNN, overflowing toilets. "There's human waste all over the floor in some of the bathrooms and they're overflowing and in the state rooms, the passenger told CNN. The Carnival PR team, which was criticized for failing to respond sooner to the Triumph incident, posted an initial statement to its Facebook page on Thursday around 7:30 a.m., and started tweeting updates about the ship around the same time. Strategies Used: Compensation Since it is unclear when the Carnival Dream will be departing St. Maarten," Carnival spokesperson Vance Gulliksen said in an to ABC News, "it only makes sense that we fly guests home and we are in the process of arranging both charter and commercial flights for guests to be flown to Orlando or their final destinations." Guests on the current Dream voyage also received a refund equivalent to three days of the voyage and 50 percent off a future cruise. Non refundable transportation related expenses was also reimbursed. Apology At 11:45 a.m. ET, the company posted a much longer Facebook message in which it apologized to passengers: We are very sorry for this disruption to our guests' vacation plans and extend our sincere apologies. We look forward to welcoming them back on another Carnival cruise. All guests are safe and comfortable, the statement said. There were periodic interruptions to elevators and restroom services for a few hours last night. However, all hotel systems are functioning normally and have been functional since approximately a.m. Minimization Company executives released another statement. Here s the entire statement:

23 We know there have been questions on the conditions onboard Carnival Dream last night and wanted to update you. We have had multiple conversations with the ship s management team. Based on the ship s service logs and extensive physical monitoring of all public areas, including restrooms, throughout the night, we can confirm that only one public restroom was taken offline for cleaning based on toilet overflow and there was a total of one request for cleaning of a guest cabin bathroom. Aside from that there have been no reports of issues on board with overflowing toilets or sewage. The toilet system had periodic interruptions yesterday evening and was fully restored at approximately 12.30am this morning. Corrective Action/Compensation The next cruise, which was scheduled for March 16, is cancelled. Guests scheduled to sail on this cruise will receive a full refund and 25 percent off a future seven day cruise. Guests who re book will have their current rate protected on the future sailing. Source Brown, Genevieve. "Carnival Dream Generator Malfunction Cuts Cruise Short." ABC News. N.p., 14 Mar Web. 12 May < dream docked mechanical issues/story?id=

24 Case Study #4: Costa Allegra (2012) What Happened? In March 2012, the Costa Allegra suffered an engine room fire. The fire occurred as the vessel was sailing in the Indian Ocean and resulted in a complete loss of power. The loss of power left passengers without working toilets, running water or air conditioning in a region of the Indian Ocean where pirates are known to prowl. Cabin temperatures reached 100 to 110 degrees, forcing passengers to sleep on deck chairs. After several days adrift without power, the ship was towed to the Seychelles island of Desroches but was unable to dock there. Strategies Used: Shaping Costa Vice President Norbert Stiekema said Thursday that anti piracy measures were in place on the Allegra, though he wouldn't detail what they were. A Seychelles official said earlier that armed guards were traveling on board. Compensation Stiekema, the Costa vice president, said the company had made the passengers an "extremely fair" compensation offer: A refund of the costs of the cruise, any related flights and any spending on board, plus an additional payment equal to the cost of the cruise and associated travel expenses. Passengers were also given the chance to remain in the Seychelles for a free one or two week vacation, which the company said about 70 percent of guests had chosen to do. All passengers were to be flown home at company expense. Guests not staying in the Seychelles were to be flown to Paris, Rome, Milan, Vienna and Zurich, arriving Friday morning. Those passengers also received a voucher equivalent to the value of the Allegra trip, to be used on any Costa ship in the next 24 months. Apology "Costa is sincerely sorry for the discomfort caused to its passengers, but happy to have found them in good conditions," a company statement said. Minimization "The fact we have a carnival on, the weather is great, and the fact they want to continue their holidays is great for them and great for us," said Srdjana Janosevic, spokeswoman for the Seychelles' president. "It means this potentially tragic situation has a happy ending."

25 Corrective Action The fire damaged Costa Allegra will not return to service, the top executive at Costa Cruises' parent company later revealed. Carnival CEO Micky Arison told Wall Street analysts during a conference call that the 1,000 passenger vessel, which needs costly repairs, will be sold or scrapped. Source: STRAZIUSO, JASON. "Costa Allegra Fire: Cruise Ship Arrives In Seychelles." Huffingtonpost.com. N.p., 01 Mar Web. 12 May < allegra fire cruise_n_ html>.

26 Case Study #5: The Carnival Legend (2013) What Happened? The Carnival Legend developed a propulsion system problem while on the last leg of a seven day Caribbean cruise. Passengers looking forward to a final stop in Grand Cayman were instead spending the last days of their cruise on a slow ride home and were expected to reach Tampa on Sunday. Carnival did not specify the exact nature of the problem, saying only that the ship had a technical issue with one of its Azipod units. The cruise line has not said how many passengers are aboard, but the 88,500 ton ship can carry more than 2,100 people. "Passengers are now really pissed off," passenger Rob Bonenfant said via e mail before the ship's arrival. "Mood on the ship is getting worse among passengers, captain is giving limited information." The Legend's malfunction is the latest in a growing list of woes for the travel company. In the past month, three other Carnival cruise ships have reported problems. One U.S. lawmaker said Sunday that the recent cruise incidents prompted him to propose a "Cruise Ship Passenger Bill of Rights." Sen. Charles Schumer, D New York, said he was asking the cruise industry to voluntarily sign on to a list of guidelines, including the right to backup power if generators fail and the right to disembark a docked ship "if basic provisions cannot adequately be provided on board." He also called on the International Maritime Organization to investigate whether cruise lines are following existing guidelines, and whether existing standards are being enforced by countries where cruise ships that serve U.S. passengers are based. "Cruise ships, in large part operating outside the bounds of United States enforcement, have become the wild west of the travel industry, and it's time to rein them in before anyone else gets hurt," Schumer said in a statement. "This bill of rights, based on work we've done with the airline industry, will ensure that passengers aren't forced to live in third world conditions or put their lives at risk when they go on vacation." Carnival released a statement shortly after the ship returned to port that Carnival Cruise Lines will be investing in enhancing the emergency power capabilities of our ships, new fire safety technology, and building in extra redundancies across our entire fleet. Strategies used:

27 Compensation Passengers aboard the Legend will be given $100 per person credits in addition to a refund on Grand Cayman shore excursions. Carnival said it would also offer passengers a 50 percent discount on a future cruise. Minimization The ship s safety systems and hotel services are all functioning normally, Carnival said in its statement. Corrective Action Carnival released a statement shortly after the ship returned to port that Carnival Cruise Lines will be investing in enhancing the emergency power capabilities of our ships, new fire safety technology, and building in extra redundancies across our entire fleet. Source: Jake Carpenter, Lateef Mungin. N.p.. Web. 12 May < problems>.

28 Key Publics Key Publics Passengers o Past/Present/New/Future Crew Members o Past/Present/New/Future Board Members Investors/ Shareholders/ Donors o Present/New/Future Governmental Agencies o Local Authorities o The United States Coast Guard o The United States Navy o The International Coast o International Maritime Bureau Competitors o Mediterranean Cruises o Caribbean Cruises o Alaska Cruises o AIDA Cruises o Royal Caribbean Vendors/Contractors/Suppliers Media Outlets o Television o Internet o Print o Radio

29 Notifying Key Publics To notify onboard key publics: Intercom & phone systems Electronic mail Fire department/police/hospital spokesperson Personal visit To notify Law Enforcement & Emergency Services Satellite Emergency Phones Radio Transmitter Fax Police and/or Fire Scanners To notify the community Direct knowledge of event News Media Reports o Eyewitnesses, including employees o Public Relations Representative o News Releases o Press Conferences o FAQ s

30 Crisis Team This team is essential to identify what actions should be taken. The team should be comprised of individuals who are key to the situation. One individual should be designated as the primary spokesperson to represent the Company, make official statements and answer media questions throughout the crisis. Spokesperson CEO Gerald Cahill The performance of the spokesperson will affect how the public views that organization, and not just in the short term. The spokespersons main duty will revolve around assuring that he/she is available and ready to be the main contact for media inquiries. Spokesperson will have the following qualities: o Show empathy for people affected by the situation o Never say no comment o Focus on communicating facts o Emphasize the actions you are taking to control the situation o Never speculate o Speak clearly and calmly o Avoid using industry jargon or company acronyms o Ensure body language matches messages o Know and repeatedly emphasize key messages Crisis Team Director Captain of Ship & Onboard PR Director The function of the crisis management director is to direct the response to the crisis. This includes mobilizing the crisis management leadership team and their respective response teams as appropriate and coordinating their activities. Crisis Team Director should: o Communicate effectively with rest of crisis team. o Thorough knowledge of the ship and its layout. o Assess the nature and magnitude of the crisis o Mobilizing Crisis Response Teams as needed and coordinating their activities o Remain calm and communicate tasks to other crewmembers. o Convey little stress during the issue, must be able to keep collected.

31 Director of Technology Assists with setting up conference room with telephones and any other technical difficulties. Crisis Team Members Ship Managers The team of managers is responsible for reporting information to all affected as well as the Crisis Team Director. Depending on the nature of the situation, other team members responsibilities may include: o o o o o Taking immediate and appropriate action to protect life and property and to safeguard records as necessary. Notifying and coordinating activities with emergency service providers, outside contractors and governmental agencies as necessary. Establishing an initial perimeter around the incident site to control access and traffic. Furnishing emergency power and lighting systems as required. Ensuring the crisis management director is kept well informed of events as they develop. Security Team Onboard Security & Local Authorities These security teams should include at least one of the following teams: o Local Authorities o The United States Coast Guard o The United States Navy o The International Coast o International Maritime Bureau Medical Team Onboard Medical Professionals and Medical Staff from local Authorities.

32 The medical team will be standing by onsite prepared for any and all medical emergencies. They will ensure that all the passengers and crewmembers medical needs are sufficiently met. Medical Team will: o Initiate site based emergency plan o Activate incident command team and protocols o Work with limited resources o Trained and Certified Professionals o Remain calm and keep the situation under control o Contact fire/rescue agencies o Contact leadership and crisis team o Only trained and certified personnel should provide first aid treatment (i.e. first aid, CPR).

33 Media Contacts Press Materials must first be sent to the following outlets: Print Outlets: Company Contact Phone E mail New York Times Los Angeles Times Wall Street Journal Associated Press Huffington Post USA Today Coastal Travel Magazine Cruise Travel Magazine Online Outlets: Company Contact Phone Expedia Priceline Travelocity ABC News Fox News Yahoo News MSN News BBC News DRUDGE REPORT USA Today Google News

34 Television Outlets: Company Contact Phone ABC NBC Fox CBS MSNBC CNN

35 Position Statement This is what we can confirm at this time, at approximately [TIME] this morning/afternoon/evening, we experiences a/(an) [SHIP MALFUNCTION] on our ship the[name i.e. Carnival Triumph] while en route from [PORT NAME] to [PORT NAME] on the [SEA NAME ex Pacific Ocean]. At this point we cannot provide you with the full details because members of our team are continuing to assess the situation. Our primary goal(s) is/are to ensure the safety of our guests and crewmembers, the security of the ship, and the restoration of services and to provide the most accurate information as quickly as possible. We can confirm that damage has occurred to [LOCATION OF MALFUNCTION] and hotel services and safety systems are still working. We can confirm [#] person(s) have been injured. At this time there is/are [#] known fatality(s). We ask members of the media to stay in touch with us to confirm all facts so the public is assured of the most accurate information we can provide. We will conduct another briefing as soon as possible to provide you with more information. In the meantime, please bear with us. Thank you.

36 Talking Points Carnival Cruise Lines would like to formally apologize to our guests for the interruption to their cruise experience. Their comfort and safety is our top priority and we are deeply sorry for the incident. CEO & Spokesperson Gerry Cahill We took the appropriate emergency actions to ensure the wellbeing of our guests and crewmembers. The ship s safety systems and hotel services are all functioning normally. CEO & Spokesperson Gerry Cahill Our top technicians are working extensively to diagnose and repair the damage. We are investigating the incident to identify why it occurred and what we can do better to ensure this type of [SHIP MALFUNCTION] will not happen again in the future. CEO & Spokesperson Gerry Cahill When the causation of the incident is formally diagnosed we will pour [$$$] to the effort of upgrading our systems. Our other cruise ships systems will be inspected to contain this incident to one ship. CEO & Spokesperson Gerry Cahill We will reimburse the cost of the disruption to their itinerary in addition to [DISCOUNT] off their next cruise with us. CEO & Spokesperson Gerry Cahill Carnival prides itself on transparency. Our company will share the finding of the investigation with the media and will present our plan of action to uphold our leading values of security, safety and pleasure for our guests. CEO & Spokesperson Gerry Cahill We are doing everything we can to correct this incident and will release addition promptly. CEO & Spokesperson Gerry Cahill We thank our crewmembers for handling the [SHIP MALFUNCTION] and safety services with the highest standards. We thank our guests for their patience, cooperation and understanding. CEO & Spokesperson Gerry Cahill

37 Press Conference Script A (an) [SHIP MALFUNCTION ex. Engine fire] was reported on the [SHIP NAME ex. Carnival Triumph] today at [TIME] while traveling from [PORT NAME] to [PORT NAME] on the [SEA NAME ex Pacific Ocean]. The [SHIP MALFUNCTION] was limited to the [DESCRIPTION OF DAMAGED AREA] and [WHAT FUNCTIONS STILL WORK]. We took the appropriate emergency actions to ensure the safety and comfort of our guests and crewmembers. The ship s safety systems and hotel services are all functioning normally. We are investigating the incident to identify why it occurred and what we can do better to ensure this type of [SHIP MALFUNCTION] will not happen again in the future. Our primary goal is safety and comfort of our guest and crewmembers, the security of the ship, and the restoration of services. We formally apologize to our guests for the interruption to their cruise experience. We will reimburse the cost of the disruption to their itinerary in addition to [%] off their next cruise with us. We can confirm [#] person(s) have been injured. At this time there is/are [#] known fatality (ies). All of our 24 cruise ships operate in full compliance, and exceed all U.S. and international safety regulations. We thank our crewmembers for handling the [SHIP MALFUNCTION] and safety services with the highest standards. We are currently spending more than $300 million dollars to the effort of upgrading our emergency power and operating systems on all 24 ships. Our other cruise ships systems will be inspected to contain this incident to one ship. Our company will share the finding of the investigation with the media and will present our plan of action to uphold our leading values of security, safety and pleasure for our guests. We are doing everything we can to correct this incident and will release additional information promptly on all social media sites. We ask members of the media to stay in touch with us to confirm all facts so the public is assured of the most accurate information we can provide. We will conduct another briefing as soon as possible to provide you with more information We thank you.

38 Newsletter MIAMI, FL A (an) [SHIP MALFUNCTION ex. Engine fire] was reported on the [SHIP NAME ex. Carnival Triumph] today at [TIME] while traveling from [PORT NAME] to [PORT NAME] on the [SEA NAME ex Pacific Ocean]. The [SHIP MALFUNCTION] was limited to the [DESCRIPTION OF DAMAGED AREA] and [WHAT FUNCTIONS STILL WORK]. All of Carnivals 24 cruise ships operate in full compliance, and exceed all U.S. and international safety regulations. Crewmembers and technicians are highly trained and performed their duties flawlessly to ensure the safety of passengers. Carnival is investigating the incident to identify why it occurred and what they can do better to ensure this type of [SHIP MALFUNCTION] will not happen again in the future. We are currently spending more than $300 million dollars to the effort of upgrading emergency power and operating systems on all ships. Other unaffected cruise ships systems will be inspected to contain this incident to one ship. Our company will share the finding of the investigation with the media and will present our plan of action to uphold our leading values of security, safety and pleasure for our guests. We are doing everything we can to correct this incident and will release addition information promptly on all social media sites. Carnival Cruise Lines wants you to know that your voice matters. We welcome any suggestions or recommendations from our guests that can help us provide a better and more comfortable sailing experience. To participate in our survey, please visit [LINK], or call our feedback hotline at [### ### ####]

39 Ship Malfunctions Fact Sheet & Frequently Asked Questions What are ship malfunctions? A ship malfunction is a broadly used term for a mechanical defect that impairs the vessels ability to function properly. o o Contained engine fires, loss of propulsion i.e. immobilization, loss of electricity i.e. circuits & valves failure, loss of navigation, loss of communication. Loss of hotel services; i.e. sewage systems, water pressure. How is a ship malfunction diagnosed? Carnival Cruise Lines has a number of highly trained technicians onboard the ship at all times. These crewmembers will investigate a malfunction and repair the damage, enabling the ships systems and services to return to normal as soon as possible. In the event of immobilization, how will passengers return home? Carnival has rescue tug boats to retrieve the immobilized cruise vessel and deliver it to the nearest port. From there, Carnival will compensate guests and pay for their hotel and airfare.

40 Media Alert [DATE] WHAT: WHO: WHEN: WHERE: Carnival Cruise Lines CEO, Gerry Cahill will hold a press conference regarding a recent ship malfunction on [SHIP NAME] that occurred on [DATE] at approximately [TIME]. CEO and President of Carnival Cruise Lines, Gerry Cahill, and [NAME] Technical Municipal Authority [DATE and TIME]. [ADDRESS] [ADDITIONAL LOCATION INFORMATION] BACKGROUND: A (an) [SHIP MALFUNCTION] was reported on the [SHIP NAME] at [TIME] on [DAY] while traveling from [PORT NAME] to [PORT NAME] on the [SEA NAME]. The [SHIP MALFUNCTION] was limited to the [DESCRIPTION OF DAMAGED AREA] and [WHAT FUNCTIONS STILL WORK]. Carnival Cruise Line is extensity investigating the incident. PHOTO OPPORTUNITIES: Live Press Conference. About Carnival Cruise Line: Carnival Cruise Lines is a British American owned cruise line based in Doral, Florida. The company owns 24 ships operating 3 to 18 day voyages to over 10 destinations. For More Information: Patricia Dane

41 (XXX)XXX XXXX Illness Definition Verification Poor health resulting from disease of body or mind; sickness. The Centers for Disease Control and Prevention Vessel Sanitation Program Cruise ships participating in the Vessel Sanitation Program are required to report the total number of gastrointestinal (GI) illness cases (including zero cases) evaluated by the medical staff before the ship arrives at a U.S. port, when sailing from a foreign port. A separate notification is required when the GI illness count exceeds 2% of the total number of passengers or crew onboard.

42 Goals Short Term Minimize fear and shape the public s perception of the actual damage Contain the illness outbreak to one vessel, not the entire fleet Shape the media and public s perception of the illness outbreak Prioritize the safety and security of all passengers and crewmembers onboard the affected vessel Communicate Carnival s safety vessel compliances with law regulations Long Term Rebuild Carnival s image as a fun, safe, and trusted cruise line Minimize fall out caused from the illness outbreak Continue to do as much as possible to minimize and prevent illness outbreaks from occurring on Carnival s cruise ships

43 Strategies In the event of an illness outbreak, it is imperative for Carnival Cruise Lines to provide factual and thorough information to the media, guests, and public pertaining to the incident, regardless if Carnival Cruise Lines is at fault. Carnival Cruise Line s top priority when an outbreak occurs is always the safety and security of its passengers and crewmembers onboard. Keywords that Carnival Cruise Lines will stress throughout its communication plan are: Thorough sanitization Minimization of transmission Prevention of transmission Highest level of sanitation Enhanced sanitization protocols Passenger s safety and security Acknowledgement & Provide Details Take responsibility and acknowledge that an outbreak has occurred on an affected vessel regardless if Carnival Cruise Lines is at fault. Give detailed information regarding the affected vessel. This information will include details such as: ship name, number of passengers, percentage of passengers and cruise affected, voyage dates, ship s departing port, ship s returning port, destination, etc. Report what Carnival Cruise Lines does to minimize and prevent transmission of the illness between passengers Containment Contain the outbreak to the one affected vessel not the entire fleet by providing information such as the affected vessel s name, cruise destination, and voyage dates. Apology (Mortification) Apologize to passengers who experienced the outbreak. It is imperative that Carnival Cruise Lines show compassion, emotion, and sympathy during the apology.

44 Sincerely apologize to anyone onboard who was inconvenienced by the outbreak during his or her vacation.

45 Defeasibility Explain that Carnival Cruise Lines has high health standards for passengers and crewmembers. Explain that enhanced sanitization protocols are implemented during sailing once signs of an outbreak surfaces. Explain that all guests receive a letter asking if they have experienced any gastrointestinal illness symptoms prior to boarding. Bolster Stress the company s high standard for the safety and security of its passengers. Explain that all vessels operate in full compliance with the U.S. and international safety regulations. Transcendence Explain that there is a trend with gastrointestinal illnesses. Explain that other closed door facilities, such as hotels, have been experiencing an increased number of outbreaks. Corrective Action Announce that the affected vessel has undergone an extensive sanitization and disinfecting procedure. Reveal that Carnival Cruise Lines is complying with the Centers for Disease Control during the investigation. Compensation Provide appropriate compensation for passengers, such as waiving medical fees. If the cruise was cut short due to the outbreak, provide passengers with proper accommodations including, but not limited to, hotel options, transportation, refunds for the cruise line, flight tickets home, and vouchers.

46 Communication Objectives Gather detailed facts and verified information Update the media and public as soon as new and verified information becomes available Contain fear and actual damage to the affected cruise line Verify the causative agent of the illness outbreak and its link to the Carnival vessel Communicate corrective action and compensation in regards to the illness outbreak Assemble the crisis team Rebuild Carnival s image as a fun, safe, and trusted choice for a cruise vacation When to start the crisis communication plan? Carnival Cruise Lines will implement the crisis communication plan once the medical center onboard an affected vessel has a significant report of gastrointestinal illness cases. It is imperative that Carnival Cruise Lines comply with the Centers for Disease Control and Prevention (CDC) and proper medical authorities to further investigate the outbreak. In the event of an illness outbreak, it should be noted that transmission is at high risk and enhanced sanitation and disinfection protocols should be implement right when signs of an outbreak occur during sailing. The company will accept responsibility for the outbreak, regardless if Carnival Cruise Lines is at fault. Corrective action such as sanitization should be carried out as soon as the infected vessel arrives at port. Appropriate compensation and a sincere apology must be communicated by the designated spokesperson to passengers as soon as possible to diffuse negative feelings. Carnival Cruise Lines will remain transparent with the media and publics, offering verified information whenever available. The company must also work alongside the Centers for Disease Control and Prevention (CDC) to further the illness investigation. Carnival Cruise Lines must avoid evading responsibility and must not showcase an unsympathetic and an unemotional apology. An absence of acknowledgement, incomplete details and a lack of knowledge of the situation must be avoided at all costs.

47 Case Study #1: Royal Caribbean s Vision of the Seas, 2013 What happened? Royal Caribbean s Vision of the Seas reported 118 out of 1,991 passengers (5.93%) being ill during the 11 night voyage from February 25 to March 8, out of 765 crewmembers (0.39%) were also reported ill. Norovirus was the causative agent with predominant symptoms among customers being vomiting and diarrhea. Strategies Used: Acknowledgement, Containment, and Details Vision of the Seas experienced an elevated number of persons with a gastrointestinal illness on its last sailing. 105 guests and 3 crewmembers experienced the illness thought to be Norovirus. Those affected by the short lived illness have responded well to over the counter medication. Corrective Action When Vision of Seas arrived, we conducted an extensive and thorough sanitizing onboard the ship and within the cruise terminal. Defeasibility and Bolstering At Royal Caribbean International, we have high health standards for all our guests and crew. During sailing, we conduced enhanced cleaning onboard the ship to help prevent the spread of the illness. Guests received a letter at boarding that asked if they have experienced any gastrointestinal symptoms within the last three days. Compensation Passengers did have the option of re booking. Sources: caribbean norovirus_n_ html caribbean passengers sick apparent norovirus/story?id= ship returns with norovirus outbreak/

48 Case Study #2: P&O Oriana, 2012 What Happened? P&O s cruise, Oriana, reported almost 400 cases of Norovirus on its 10 day cruise Christmas market cruise for a tour of Christmas markets at Amsterdam, Copenhagen, Oslo, and Hamburg. The voyage set sail on December 4, 2012 with more than 1,800 people onboard. Strategies Used: Acknowledgement and Transcendence Unfortunately, we had some incidences of Norovirus, the common sickness bug onboard the ship. You might know it s prevalent at the moment in the UK. I think there are more than double the numbers of cases this year than last year. Unfortunately, cruise ships are not immune to that. Carol Marlow, Managing Director of P&O Cruises Apology (Mortification) and Defeasibility I m just very sorry that anyone that had sickness onboard our ship on their holiday. It s a horrible thing to have. We have a rigorous cleaning process onboard our ship to make sure we minimize any effects. Carol Marlow, Managing Director of P&O Cruises The company said its standard procedure was to give new passengers a factsheet with precautions on preventing Norovirus and ask them to sign a health declaration at check in. Corrective Action The BBC quoted a statement from the cruise company as saying that "enhanced sanitation protocols have already been implemented." Southampton Port Health Authority said it would be monitoring the cleaning of the ship when it arrives on Friday. Compensation She (Marlow) invited passengers with particular concerns to contact the company and added that any compensation would be dealt with on an individual basis. The luxury liner s owners Carnival UK has offered to waive fees for anyone who had to visit the on board doctor. Sources:

49 apologise for Oriana norovir us outbreak.html ship docks southampton norovirus england hampshire

50 Case Study #3: Princess Cruise s Ruby Princess What happened? Aboard the Ruby Princess vessel, 266 of 3,129 (8.50%) passengers fell ill along with 10 of 1,189 crewmembers during a 7 day voyage to the Eastern Caribbean. The ship docked at Fort Lauderdale. Predominant symptoms of the illness were vomiting and diarrhea. Strategies Used: Acknowledgement, Containment, and Defeasibility At the first signs of higher than expected cases of illness aboard the Ruby Princess, the highest level of sanitation procedures was implemented and these continued throughout the day before the next group of passengers boarded the ship (Sunday) afternoon. These pro active procedures will continue throughout the subsequent cruise as well. Karen Candy, representative for Princess Cruise Defeasibility During the sailing, we conduct enhanced cleaning onboard the ship, to help prevent the spread of the illness, said Royal Caribbean in a statement. Corrective Action The ship underwent thorough disinfection and sanitization before it departed for another voyage the day she arrived. The boat left for its next the same day it arrived, after undergoing sanitization both onboard and at the cruise terminal, according to the company. Embarking passengers were notified of the illnesses that had occurred on the last trip. When the ship, which journeyed to the Eastern Caribbean, docked in Fort Lauderdale on Sunday, the staff cleaned and disinfected the ship according to their outbreak prevention and response plan. Another cruise was scheduled for the same day, and boarding passengers were told of the outbreak. The ship will report to the CDC s Vessel Sanitation Program daily on this next voyage.