Crisis Communication Plan Alexandra Rodman, Crystal Rivera, Erin Gilbert
Rationale for Likelihood & Impact Ratings: 1. Mechanical Failure: Likelihood 5, Impact 5 = 10 When researching potential crises for cruise line companies, mechanical failure seemed to be the most prevalent (4 mechanical failure crises within 6 months in 2013), and this seemed to have a strong negative reputation impact from consumers on those companies. 2. Environmental Impact: Likelihood 4, Impact 3 = 7 Because of the dominance of going green in society today, we decided that the likelihood of groups or organizations aimed at protecting sea and marine life would be high. This would have a moderately high reputation impact on the cruise line depending on the severity of the issue. 3. Norovirus Outbreak: Likelihood 2, Impact 4 = 6 1
While Norovirus is a commonly and easily spread illness, there are only 10-20 reports of cruise lines having a Norovirus problem each year. For this reason we rated the likelihood of Norovirus as a 2, but because of the fear it can cause in potential passengers, we rated the impact as a 4. 4. Natural Disaster: Likelihood 2, Impact 3 = 5 The most devastating natural disaster to a cruise ship would be a hurricane, but because they only happen during part of the year ( hurricane season ) and in certain climates, such as the Caribbean, we rated the likelihood of this happening as a 2. We rated the impact of a natural disaster as a 3 because cruise ships could be damaged, people could be injured, and future passengers could opt-out of cruising with the company that was affected. 5. Unfair / Unsafe Working Conditions: Likelihood 3, Impact 2 = 5 With emphasis from many union groups and other fair trade equality organizations focusing on unfair and unsafe working conditions around the country and world, we rated an investigation into crewmembers of a cruise line likelihood as a 3. The impact of this we only rated as a 2 because of the commonality of cases like this and the lack of reputation impact it has had on other companies. 6. Pirate Attack: Likelihood 1, Impact 4 = 5 The likelihood of pirates attacking a cruise ship is rated as a 1 because it is extremely uncommon and rare, mostly seen in movies. Impact received a rating of 4 because IF there ever was a pirate attack on a cruise ship, the cruise line company would have a reputation as being unsafe, moving potential passengers to choose a different, safer cruise line 2
Purpose: This plan is an outline of the basic protocols and procedures that will be applied in the event of a serious crisis that has a potential negative impact on the company. In the case of emergencies such as natural disasters, illness outbreaks or mechanical issues, we will involve the police and specialized medical personnel. Objectives: Communicate facts as quickly as possible to the passengers and the media Ensure safety and a peace of mind to our passengers To be transparent and compassionate to the public Continue to update information as circumstances change Key publics: Employees: management, hourly/salary employees, crew members Passengers Family and friends of passengers Media Suppliers Investors Travel Agents Top Priority Crisis: Mechanical Failure Specifics: A fire in the engine room on a Carnival Triumph cruise ship broke out shortly after the ship embarked from Galveston, Texas while on its voyage to the coast of Mexico. The fire caused a power outage which resulted in the electricity and plumbing being compromised, therefore air conditioning, running water and toilets are not working The fire and sequential power outage also damaged the operations control of the ship, therefore the ship cannot be driven and is drifting afloat in the Gulf of Mexico. There was a lack of water and food supply aboard the ship to accommodate all the passengers and crew members. Carnival and the U.S. Coast Guard are working together to get the ship back to land. The investigation on the crisis is being headed by the U.S. Coast Guard. No one is injured or harmed. 3
Key Messages: Carnival Cruise Lines would like to sincerely apologize to the passengers aboard the Carnival Triumph for the challenging conditions that they to endure while on the ship. We aim to please and satisfy our customers as well as live up to our motto, All for fun, fun for all, and we clearly failed to do that. We are thankful to report that no passengers or crewmembers have been injured or harmed. We re constantly provided updates to family members and the public about the status of the passengers and the ship through our website, social media accounts and hotlines. Carnival is eternally grateful toward our crew onboard for all their tireless hard work and dedication in making the best of this situation. Carnival is giving full refunds to the passengers, as well as future cruise credit equal to the amount paid for this trip. Carnival is working closely with the U.S. Coast Guard in order to provide food, water and other necessities to the passengers and crewmembers, while also ensuring the safety of everyone aboard the ship. The U.S. Coast Guard will be in charge of leading the ship back to land, as well as heading the investigation of the events that occurred on the ship, and we will do whatever we can to assist them. The number one priority for Carnival is making sure all the passengers and crewmembers are safe and secure. Carnival is maintaining constant communication with the U.S. Coast Guard and is staying informed about what the Coast Guard is doing and plans on doing. Carnival is fully cooperating with the investigation, and is making all resources and information available to the U.S. Coast Guard, such as blueprints, video and audio footage and the voyage data recorder. Carnival Cruise Lines operates 24 different cruise ships and carries 4.5 million passengers a year, so passenger safety and satisfaction are very high priorities of ours. The event that occurred on the Carnival Triumph does not reflect the high standards we pride ourselves on, and we will ensure that we will uphold these standards as we have been doing before. Carnival is the world s leading and largest cruise line and has been for years, accounting for 21% of the worldwide market share for cruise lines. Carnival has been around since 1972 and we have been recognized for our excellence in customer service and satisfaction. We would like to thank our amazing crew members that were aboard the ship for all their hard work, in making the conditions as tolerable as possible and putting 4
the passengers first. We know that our crew members went above and beyond and we commend them on the amazing job they did as representatives of our company. Our employees go through months of rigorous training and preparation in order to best be ready for situations and events like these that may unexpectedly occur. Our employees are known for their professionalism and dedication to our customers, and they are a main reason why we are considered the World s Leading Cruise Line. Media Questions & Answers: 1. Question: How did the fire start and could it have been prevented? Answer: As of right now, the U.S. Coast Guard is investigating the fire and its origin. So unfortunately, we do not yet know how it started and if it could ve been prevented or not. But we are fully cooperating with the investigation and the authorities so we can ensure that this will never occur on another one of our ships. 2. Question: What are the conditions like for the passengers on the ship? Answer: We have been in constant contact with our staff who are aboard the ship and according to the last update they gave us, due to the fire knocking out the power, electricity and plumbing on the ship have been affected. Meaning that the air conditioning, elevators and lighting are not working and the number of bathrooms are very limited. We know that this is unacceptable for our passengers to endure and we are very sorry for that and our crew members are working very diligently in doing all they can to make the conditions and circumstances as comfortable as possible for the passengers right now. 3. Question: If power is limited on the ship, how are you providing the necessities, such as water, food and plumbing to those aboard the ship? Answer: Our crew members are working tremendously hard are making sure all the passengers are being fed and staying hydrated with all the food and drink supply on the ship, as well as keeping the ship area clean and up to our hygiene standards despite the lack of plumbing, while waiting for the U.S. Coast Guard to bring more food and water. We always put our passengers and their safety and comfort first, and that cannot be emphasized enough, so we are very thankful toward our crew members are doing just that. 5
4. Question: What is the collective mood and attitude of the passengers on the ship? Answer: We understand that the passengers aboard the ship, as well as their family and friends are not satisfied with the current situation and we cannot express enough how sorry and apologetic we are. We understand that the passengers are frustrated, uncomfortable and unhappy and we are disappointed we can not currently provide them with the world renowned care and comfort we are known for. 5. Question: Do you know what circumstances led to the fire knocking out the power on the ship? Answer: The matter is still under investigation and so we do not have that information right now. 6. Question: How have you been keeping in contact with the ship and reaching out to the family and friends of those aboard the ship? Answer: We have been using our telecommunications system to keep in contact with the ship, and have been constantly been talking to our staff aboard the ship to keep updated on the situation. We have been posting information and the latest updates of the ship and passengers on our website and have set up two separate hotlines for family members and friends of the passengers to call in to so they are able to keep more closely informed on the situation. 7. Question: How will the passengers be compensated? Answer: We will be issuing refunds to all of the passengers on board that had to endure this tragedy, as well as offering a future cruise credit equal to the amount paid for this trip. 8. Question: How many passengers and crew members were aboard the ship? Answer: We have a roster of both crew members working on the ship, and a list of the passengers that show we have 3,143 passengers and 1,086 crew members aboard the ship. 9. Question: What is the plan for getting the ship back to land and how long will it take? Answer: We plan on getting the ship back to land with the assistance of the U.S. Coast Guard in a matter of a couple days. Our main priority is making sure our passengers are safe and we will do all we can to ensure that according to the advice of the U.S. Coast Guard. 10. Question: Has a situation like this happened before on another one of your ships? Answer: We have had to endure situations of mechanical failure on our ships before, as all cruise lines do, but this situation is unique and one of a kind 6
because of the power outage affecting the electricity and plumbing on the ship. And again we sincerely apologize to all those aboard the ship for having to go through this because we hold the safety and care of our passengers very highly and we never want this type of incident to occur again. We will most definitely be looking into the origin of the fire and power outage with the assistance of the U.S. Coast Guard, in order to ensure this does not happen again. 11. Question: How do you think this will impact your business and reputation going forward? Answer: Going forward we will continue hold the safety and satisfaction of our passengers in the highest regard, which is something we have prided ourselves in since Carnival was founded. We will do whatever possible to regain the trust of our customers and the public by improving our ships mechanics and engineering and reevaluating our safety procedures to ensure this kind of situation doesn t happen again. 12. Question: Do you expect any lawsuits or charges to be filed against Carnival? Answer: Since the situation is still under investigation we cannot speak on any legal matters regarding this incident just yet and our primary focus at the moment is getting all those aboard the ship safely and quickly. 13. Question: How will you prevent this from happening again? Answer: After the investigation is complete and the origin of the fire and power outage is revealed, we will take the proper action of reassessing the mechanics and engineering of the ship, as well as the standard safety procedures and protocol we currently have in place. 14. Question: What is your main goal in dealing with this situation? Answer: Our goal in this situation is to complete the investigation, find the root of the problem and ensure that we can do everything we can to make sure this does not happen again. The safety of our passengers is our number one priority and always has been so we will do whatever it takes to make sure that is evident. 15. Question: Are your crew members appropriately trained to deal with this situation? Answer: Our crew members do in fact go through safety training in event of many different and unexpected crisis situations that outline procedures, rules, and plans of action. Our crew members are using their training and knowledge of how to deal with these types of situations to make sure the passengers are safe and secure. And lastly, we cannot express enough 7
gratitude for our outstanding crew and all their hard work in making the best out of a difficult situation. 16. Question: What will happen to the next cruise scheduled for the Carnival Triumph? Answer: Safety is our number one priority so we will be suspending all future cruises on the Carnival Triumph until the investigation is complete and the ship is fully evaluated and given clearance to embark again. In turn, we will be reimbursing all those who booked cruises on the Carnival Triumph. Key Media List: Local Media: Print: The Dallas Morning News, Houston Chronicle, The Huntsville Times TV: ABC13 Houston News, Channel 8 Dallas News, ABC30 Birmingham News National Media: Print: New York Times, Wall Street Journal, USA Today, Chicago Tribune, Washington Post, San Francisco Chronicle, Los Angeles Times TV: Good Morning America, The Today Show, CNN, Fox News, MSNBC, World News Tonight, 20/20, 60 Minutes Social Media: Networks: Facebook, Twitter Blog Categories: Travel Reviews, Cruises, Vacation Ideas Related Information Spokespeople from Third Parties: U.S. Coast Guard National Transportation Safety Board Cruise Lines International Association Related URL s http://www.carnival.com/legal/safety-security.aspx http://www.carnival.com/~/media/cclus/images/pdf/securityalertpdf.ashx http://phx.corporate-ir.net/phoenix.zhtml?c=140690&p=irol-voluntaryreport http://carnival-news.com/2013/04/17/carnival-cruise-lines-announcesfleetwide-300-million-program-to-enhance-operating-reliability-and-guestcomfort/ www.cruising.org 8
Pre- Gathered information list of needed items News release Annual reports Manual of policies and procedures Safety records Staff roster Passenger list Emergency procedure manual Graphics/blueprint of ship Information about where engine room is located Prodromes of crisis warning signs from other related crisis warning signs Previous mechanical failures on other Carnival ships Incident Information Sheet: Describe the incident? When did the incident take place? Where is the nearest port we can return to? How many days will it be before we get back to a port? Do we have enough food and water for the passengers:? How many people did the incident occur and how many people did you need to evacuate? How have you been communicating with passengers and their friends and family? Was anyone injured or did anyone die? if so how many people? What actions were taken when the incident first occurred? Was this the first time an incident like this occurred? Does the ship have a backup system if something like this occurs? if there is a backup system why didn t it work? Does the ship have properly trained staff aboard? What s on social media about the cruise? Will there be any compensation for passengers? How do you plan to prevent something like this from happening again? What are the passengers/customers attitude towards carnival? 9
Evaluation Form: Were key messages included? Were thy factual and consistent? Were there spokesperson quotes? Were third parties referred to? What was the first reaction from the public? Positive? Negative? How did the public react after the crisis was solved? What are previous/prospective customers attitudes towards Carnival after this incident? Crisis management team assessment: I think the crisis communication plan is beneficial and will be effective to Carnival Cruise line: 1 2 3 4 5 Comments: I understand the roles and expectations when a crisis occurs: 1 2 3 4 5 Comments: My contact information is up to date so that I can be contacted in the event of a crisis: 1 2 3 4 5 Comments: 10
What is your role in the crisis? And how well do you understand it? 1 2 3 4 5 Comments: What needs to be improved in this crisis plan? Comments: Second Priority Crisis: Environmental Impact Specifics: Cruise ship emits twice as much carbon dioxide as planes Dumps treated sewage and greywater from laundry, showers, sinks, and kitchens. Ship discharges pollutants including bacteria and metals into Alaskan waters No one was injured or harmed Key Messages: 1. Environmental stewardship is a major priority for Carnival cruise lines, and we take issue with recent media story that are critical of it. o Over 13 million people went on a cruise last year. o Our reputation and success depend on having sustainable and transparent operations. o In the NewsWeek Green Ranking Carnival cruise lines have been recognized in their Top 500 Green companies in 2014. Carnival was ranked number 280 out of 435 for being one of the most green companies in the world. o Carnival Corporation was recognized as Top Ranked Company in Florida in recognition of excellence in sustainability in May 2012 and was ranked in the top 50 companies in Florida in recognition of excellence in sustainability in 2013 by Southeastern Corporate Sustainability Rankings. 11
2. We work with environmental professionals to enforce the laws and make sure we follow all of the protocol necessary to protecting the environment. This incident was unfortunate and not a reflection of the way we handle environmental care. o We have onboard policies put in place to recycle, incinerate solid waste, and many materials such as plastic class etc. onboard whenever possible or send to a shoreside facility. o our crew members attend training courses on waste management, and all ships have environmental officers present o We have also a partnership with the international SeaKeepers Society which has allowed us to install scientific devices to monitor water quality, and information on the climate. Which helps in assessing ocean pollution, and weather patterns. o We also participate with beach cleanups and various programs around the community. o CLIA says that many members have initiated recycling programs, employee training, and improved electricity efficiency, and redesigned elements of the ships to be more friendly to the environments they move around in. 3.Carnival cruise line would like to sincerely apologize for any damage that we have caused, We are aware that this tragedy affects the environment, and Marine life. Environmental stewardship plays a crucial role in Carnival cruise lines, We operate 24 cruise ships, carrying 4.5 million passengers so we have vested our time and money into protecting marine life and atmospheric resources for generations now and generations in the future. o Our values are found in the Health, environment, safety, and security policy, which commits to protecting the environment. o Carnival is issuing refunds to passengers o We are donating money to environmental organizations to help with the cleanup. Media Questions: Question: What incidents occurred leading up to the event? Question: What did the the sewage/waste that was dumped contain? Question: If sewage is dumped near the coasts could it affect seafood, marine animals, and harm the health of humans? 12
Question: Do you expect any lawsuits to arise because of this incident? Question: How do you plan to deal with this situation? Question: Are your crew members trained to handle situations like this? Question: Do you provide any protocols or regulations for paying customers/passengers? Question: How are you going to help the cleanup up the sewage that was dumped? Question: Have you been keeping in contact with local communities to warn them of this tragedy that could affect them? Question: What will Carnival do fin order to prevent something like this from happening again? Question: How do you think this will impact your company going forward? Incident Information Sheet Describe the incident How was the environment affected? How were the communities nearby affected? How are you communicating with nearby communities and passengers? What actions did you take so that this doesn t happen again? What are the protocols for employees/passengers? Were crew members trained? How did you help with the cleanup? How do you plan to deal with any lawsuits? How do you plan to salvage the reputation of Carnival? 13
Third Priority Crisis: Norovirus Outbreak Specifics: Incidences of Norovirus have increased to 16 cases in 2014 compared to 10 cases in 2013 Most recently, there was an outbreak of Norovirus on the Carnival Glory cruise ship Over 400 passengers/crewmembers onboard experienced severe vomiting and diarrhea Norovirus can withstand cleaning by a 10% bleach solution Key Messages: Carnival Cruise Lines sincerely apologizes to the passengers and crewmembers aboard the Carnival Glory who were in any way affected by the Norovirus outbreak while on the ship. At Carnival, our motto is All for fun, fun for all, which we aim to live up to on each and every voyage. Gerry Cahill, Carnival Cruise Lines CEO and president, released a statement apologizing to the passengers who fell ill while on their vacation. Also, he apologizes to the families and friends that the sickened passengers were travelling with for any duress or interruption the illness may have caused them. Carnival is offering full refunds for affected passengers, and refunds for those who have scheduled trips aboard the Carnival Glory in the next twelve months who express hesitation towards travelling on a ship that had a recent Norovirus outbreak. We would like to thank our amazing crew members that were aboard Carnival Glory during the Norovirus outbreak for all of their hard work and dedication to our company and the passengers onboard. We know that these crewmembers went above and beyond and we commend them on the amazing job they did as representatives of our company. The safety and health of our passengers is a top priority for us at Carnival Cruise Lines. We operate 24 different cruise ships that carry over 4.5 million passengers per year. After passengers began reporting Norovirus symptoms, crewmembers onboard the Carnival Glory took immediate action to contain and prevent the infection from spreading further. Buffets aboard the ship switched from serve yourself to staffed stations to avoid possible passenger contamination. Because Norovirus is most commonly passed to others through physical contact, passengers who show symptoms of the illness are encouraged to 14
seclude themselves to their room for 24-48 hours, while the virus is the most communicable. The Centers for Disease Control and Prevention are working to investigate the Norovirus outbreak that occurred on the Carnival Glory. This investigation will help in discovering the primary cause of the outbreak and give us the necessary information we need in order to properly prevent a Norovirus outbreak from ever happening again. The Centers for Disease Control and Prevention is the organization responsible for conducting the investigation. Carnival Cruise Ships are inspected twice annually to make sure they are upholding the standards set by the CDC in a strict vessel sanitation program and need a score of 86 or higher to be considered passing. Carnival is fully cooperating with the investigation, and is making all resources and information available to the Center for Disease Control and Prevention, such as past vessel scores, passenger logs, and vessel sanitation history. Media Questions Question: What is Norovirus and how is it spread? Question: How many Carnival Cruise Ships have experienced outbreaks of Norovirus in the last two years? Question: What was the source of Norovirus on the Carnival Glory? Question: How many people were infected by Norovirus on the Carnival Glory? Question: Why weren t the infected passengers removed from the ship? Question: What safety measures did Carnival have in place at the time of the outbreak to combat the spread of Norovirus? Question: What was the most recent score for the Carnival Liberty in the Center for Disease Control and Prevention s Vessel Sanitation Program? Question: Does Carnival have a specific sanitation or cleaning plan in place for a ship which has recently had an outbreak of Norovirus? 15
Question: What will Carnival do in the future to prevent Norovirus on its cruise ships? Question: Will Carnival be offering compensation to passengers who have gotten sick on their cruise ships? Question: Is there any way for passengers on Carnival cruise ships to avoid contracting Norovirus? Question: If Norovirus is the second most frequent illness in the United States to the common cold, why do we only hear about Norovirus as a cruiseline sickness? Incident Information Sheet: What is Norovirus and how is it contracted / spread? How do we know this is Norovirus and not something else? How many cases of Norovirus have been reported on Carnival ships in the last 2 years? Does this specific ship have any previous reports of Norovirus outbreaks? Where and when did Norovirus first appear on the ship? How many crewmembers / passengers have been infected? What were infected passengers / crewmembers instructed to do? What policies does Carnival have in place to decrease the threat of Norovirus outbreaks? When was the last CDC Vessel Sanitation program assessment? What was the ship s score on their most recent CDC - VSP assessment? What sanitation procedures / plans does this ship follow? Will the ships sanitation plan be changed to reduce risk of future outbreaks? What can Carnival do to compensate affected passengers/crewmembers? When did the first passenger report symptoms? Were reports properly filed with the CDC? How long was it from the first reported symptom to the ship's report filed with the CDC? 16