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https://marist.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=90ac39d5-99b1-4e0a-811e-afb90064348f

1. Do you think it was wrong for SeaWorld to be defensive towards the documentary “Blackfish?”

2. What type of face-to-face communication would you have implemented into SeaWorlds media tactics? (They had none)

3. What type of precautions should SeaWorld take in the future to prevent this from happening again?

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https://marist.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=0c753313-e7e2-45d7-9cb7-afbc017cd992

1. What do you think about SeaWorld's Truth Campaign? About their responses overall?

2. What do you think SeaWorld could have done differently to have handled this situation better?

3. Have you heard of this situation previously? What is your overall perception of SeaWorld?

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https://marist.hosted.panopto.com/Panopto/Pages/Viewer.aspx?id=36d1b89b-29d7-4f04-9700-afbd00503490

1. Do you think that Dave Carroll's response to United's neglect was appropriate through his humorous videos?

2. What do you think about United's response? What would you have done differently?

3. Are you surprised by how quickly Carroll's videos went viral? What does this tell us about the power of social media?

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1.) Yes, I think it was wrong for them to be defensive in their response to the documentary because they did not take accountability for their wrongdoings. This made it seem like they were embarrassed or uneducated about the situations and this will make a customer not trust or support the organization.
2.) I would have implemented programs at Sea World that informed and educated people on the types of whales they use and why they use them. I also would have done a fundraising event to raise money and awareness for actual endangered animal and for employee safety and working rights.
3.) Next time, SeaWorld should have a better plan of action and communication efforts. They should not take so long to respond and should not respond defensively. There needs to be more research and investigation on the types of animals they are working with.

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1.) I am not entirely sure what the "Truth Campaign" was, the purpose of it or what it entailed, but I overall think their responses were not timely enough and used defensive and harsh language. Although they used a wide array of communication channels, they could have been more apologetic and informative.
2.) I think SeaWorld could have responded quicker and done more research on the situation.
3.) I have not heard about this situation prior to now. My perception on SeaWorld does not really change because I always felt like it was wrong of them to use certain animals and do not do a good job informing the public why.

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1.) I think it was appropriate because it shared his concern and opinions about United in a playful way. It allowed him to target a large audience of people who were also dissatisfied with United and raise awareness about the situation.
2.) I think United responded poorly. There was no formal apology or accountability for their actions. I would have been more vocal on social media apologizing and finding ways to better customers service.
3.) I am not surprised by how fast they went viral. I think this shows us how powerful social media is in being able to express your voice and make something that happened to you public. Especially today, a lot of people on social media feed off of when big companies do something wrong and they try to cancel them.

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1. No, I do not believe that it would be wrong for SeaWorld to be defensive, while all of it is true, there is definitely room for them to be upset as their company is in a decline.

2. I would work with PETA organizations and animal abuse activists to have media releases and events to promote the safeness of these type of places.

3. I think SeaWorld should completely change their plan of action when it comes to how animals are treated. With that, the officials should go out and advocate for animal rights.

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1. I think the intent of the Truth Campaign was good. I am not sure how effective it really was, since it did seem a bit defensive. I thought is was good that SeaWorld used multiple mediums to communicate, though I think they could have got there message across in a better way, whether that be timeliness or use of specific language.

2.  I think SeaWorld could have been a bit timelier with their response. The lack of urgency in the beginning kind of gave off the feeling that there was this lack of confidence, if that makes sense. I thought they could have been stronger right from the beginning.

3. I have heard of this situation previously. Actually, a few years ago, I had a soccer tournament out in San Diego, California. When I got off the plane, my best friend and I went to SeaWorld. I thought it was a bit run down, and a little dingy. Later that night, we watched Blackfish on Netflix. I was unaware of the situation, until after I went to SeaWorld for the afternoon. It shocked me, to a certain extent. But I thought SeaWorld was not the greatest of places.

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1. Interestingly enough, I do think Dave Carroll’s response to United’s neglect was appropriate. His humorous, playful videos got his point across quite effectively. People do not always listen to straight up complainers or yellers. I thought this was unique, effective, and appropriate, given the circumstances.

2. In a sense, I think the employees were just following the company’s rules. But, at the end of the day, you must remember that people are human. It is definitely a very fine line to walk. I definitely would have made sure to apologize, as I do not think it was mentioned that United did so.

3. I am not surprised at all about how quickly Carroll’s videos went viral. Social media is an incredible medium of communication. There is truly nothing like it. It is unmatched.

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1. SeaWorld's defensive response to the documentary, in my opinion, was wrong since it showed that they were unwilling to accept responsibility for their actions. If SeaWorld had responded to the situation quickly and effectively it would have improved their image. Additionally, they should have been completely open and honest with the public.
2. To counter all the misconceptions and accusations, I would have offered in-person tours led by SeaWorld staff members who demonstrate how they genuinely conduct business there.
3. In the future, I think SeaWorld should improve their communication efforts with the public. A smart precaution to take would be to create a strong PR team that is ready to take on and handle issues that come their way. The PR team would be able to research what the public is saying about SeaWorld on the media to prevent scandals from getting out of hand in the future.

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1. I think the truth campaign was a very aggressive plan of action to take as they are trying to resolve for their mistakes in the past.

2. I think Seaworld should have responses earlier to begin with, and change their message to advocate for animal rights.

3. I watched Blackfish when it came out and heard about the situation. I was personally disgusted by the actions of Seaworld and how they decided to react.

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1. I think Dave Carroll’s response was originally done to bring humor to the issue but I do feel as though it put United in the light of being a joke. There has been multiple issues with United and this was just another mistake to bring to the table.

2. I think United should have compensated him but to not address the videos sends a different message to the public.

3. I think the power of social media is so scary now a days because it is almost impossible to not find something. His videos going viral do not surprise me as this incident is humorous to begin with.

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1. As you outlined in your RACE analysis, Sea world did a poor job of taking accountability. They were defensive and dismissive, a recipe for negative consumer perception of the SeaWorld brand.

2. If I were a PR professional for SeaWorld, I would have released a statement telling the public how SeaWorld plans to help create a better environment for animals. I would invite the media to show the improvements and continue to publish efforts as the project continues.

3. This documentary but a permanent negative image of the SeaWorld brand. They have a lot of work to get back to where they can be trusted by the public. SeaWorld needs to prioritize the health and safety of their animals before every reconsidering opening their doors.

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1. SeaWorld's initial responses were defensive and create a lot of bad resentment towards the brand. I think this campaign was an effort to build up SeaWorld's reputation but unfortunately, it came off as aggressive. While I think this new PR campaign had the potential to be successful as it used many different channels and had some strong messaging, it wasn't able to fix all the damage that was done prior.

2. I agree with you Amelie, the timing of SeaWorld's response was too slow and the words they used in key messages were too harsh. I think many of SeaWorld's issues could have been resolved by just being timely to its stakeholders.

3. I have heard of "Blackfish" previously and I have had a very negative outlook on SeaWorld since then. I went when I was younger and that childhood image is now tainted because of how badly I now know that they treat the animals.

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1. I think Caroll's response was a clever way of addressing a devastating issue. I don't think United would have rectified their mistake without this video.
2. United's response was poor and strategic inaction was not the best first step to resolve this issue that I'm sure many other people had, not just Caroll. They should have been more active on social media and more thorough when addressing this issue, promising United will ensure better practices in the future.
3. The song is catchy and the story behind it is compelling, make this video a perfect recipe for success. The easy to share nature of the Youtube platform and relatability of this content made it electric for social media and was able to grow at such fast speeds.

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1. I thought it was wrong for SeaWorld to be defensive towards their response because it’s simply a negative PR move towards any company in general. It shows that they are not taking responsibility and shows as though they are hiding the situation. It was not right for them to respond in a dismissive matter and they should have been more open to the film’s criticisms and taken steps to address them.

2. I believe face-to-face communication was crucial for SeaWorld to do after the case because it would physically show what their work is all about and would help the public create their own opinions about it rather than having a bad look based off of the  documentary. By educating people about what they do along with showing clips can be beneficial.

3. I think SeaWorld should be less defensive and dismissive towards comments like these. There are many videos and articles about the way that they complete their work and maintain their animals, so instead of acting the way they did, they should prove themselves wrong if there’s nothing to hide and reassure the public that they take the correct precautions.

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1. I think they should have been less defensive and not as “short” with their responses. They were good with their communication, but should have been more informative towards the matter at hand.

2. They should have been open earlier with the case and because they weren’t it showed that they did not put much effort or care about the documentary. They also should have been more genuine with their responses.

3. I have not heard about this specific situation, however, I have heard a lot of negatives about how people believe it is not fair that they keep their animals in trained areas and that their lives consist of “show” making them not freely swim and live a normal life. I can agree and don’t think zoo’s or any sea animals’ lives should be lived like this overall.

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1. I believe his response was appropriate because adding humor can often make a scenario more positive. At the same time he also raised awareness about the situation so it was overall a win-win. This most likely also gave the public a more positive viewpoint about the situation.

2. I think United’s response was poorly made. They should have been more on top of the situation and more active throughout all of their platforms in order to positively address the problem.

3. I am not surprised about how quickly viral the video went. Social media has so much power and several different viewpoints towards anything that anyone puts out. One share can lead to millions of views (and so on). Social media is what todays society revolves around, especially when it comes to companies and news reports etc. People use these platforms to express themselves in so many ways and Carroll is one of the many.

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1. I think it was very unprofessional and wrong for SeaWorld to dismiss the documentary in the manner that they did. Having a defensive response like they did is never a good idea. They should have been more polite about it.
2. I would connect with PETA to have events that talk about how safe they are and how well they treat their whales.
3. Next time SeaWorld should have a better crisis plan in place. Here their defensive response to the backlash was a bad idea, so if something like this happens again they have to have a better response.

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1. I think that overall the Truth Campaign was just alright. They did a good job in communicating their message but it did seem to be a bit aggressive.
2. I would say that they should have responded to this sooner than they did. Waiting as much time as they did makes it seem like it wasn't that pressing of an issue for them.
3. I haven't heard of this conversation before this but I did know that people in the PETA world aren't too found of SeaWorld.

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1. I think that Carroll's response was done in a good manner and funny. Adding comedy should bring light to a bad situation.
2. I thought United's response was very poor since they took no accountability for their actions. The first step to resolving an issue like this is to take accountability, which they did not.
3. I am not surprised with how quickly it went viral because thats what social media does. With a catchy song and some humor this is something that was bound to go viral.

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1. I think it was extremely wrong that SeaWorld took the defensive towards the documentary. How are you going to say the movie was misleading?! A trainer was killed because these animals are kept captive in spaces too small, with unsafe conditions, and made to perform rather than live in the wild. I would understand if they were a rehabilitation center but they aren’t. They should have taken accountability.

2. I would have had the CEO or head trainer go on news stations like CNN and face head on the situation. They honestly could have taken back the narrative if they just admitted to their wrongdoings and were transparent about how they will change going forward. Also showing remorse for the trainer that gave her life for the company nonetheless.

3. They should not take the defensive when they are in the wrong. Also, they should use more human practices when training the animals. If an animal is clearly is aggressive, they should release it.

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1. I think the Truth Campaign was a way for Sea World to continue to refuse to take accountability for deaths of their employees. Their responses overall were defensive and delayed.
2. I think Sea world should have not only immediately taken responsibility and made an educated apology, but they also should have immediately put a stop to killer whale shows rather than waiting an entire 2 years.
3. I have heard of this situation previously, and I have always been so anti Sea World. I think Sea World before all of this happening is already not an institution with good morals, but after these issues arose it shows how much they are willing to do just to make money even in a dangerous, harmful way.

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1. I do think Dave Caroll's response was appropriate. Part of his livelihood was damaged by United and if they weren't going to compensate him, he found his own way to do it through humor.
2. I think the biggest issue with United's response was not apologizing to Caroll or even compensating him. Not only should they have done that, but they should have taken accountability and ensured all other customers of United that something like this would not happen again.
3. I am not very surprised with how quickly Caroll's videos went viral. I think in his situation, he had every right to take to social media and yell and be angry anout the situation, but instead he made a humorous, catchy song out of it expressing his concern, which is different than usual and people really seemed to love that.

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1. I think it was extremely wrong and detrimental for Sea World to have claimed the documentary was false and become defensive toward it. Not only does that make them seem uneducated of their own faults, but it shows that even in the most extreme of scenarios, they do not know how to take accountability. Also, from a human decency standpoint, this made them seem like they did not care about their own loyal employees safety after multiple of them had been killed.
2. If was Sea World, I would never deny responsibility or accountability for this situation. However, if I wanted to claim that the documentary was not true, I would release a video or have press conferences addressing exact phrases from the documentary with irrefutable facts backing up Sea World's truth. But, I would take accountability so, I would not only implement face to face communication with the familys of victims of Sea World's ignorance first, and then provide the public with apologies and statements of policy changes and implementations of safe guidelines to protect the employees and public.
3. Sea World should not only release the animals that they have that show the slightest bit of violence and they should do a significant amount of research on the animals they decide to have. There should be safety precautions and continuous educational sessions on what to do if there are safety breeches to an employee.

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1. I think the Truth Campaign was a good plan of action and allowed them to be defensive with defending their organization and SeaWorld as a whole. I think their responses would benefit them as they defended themselves fully.
2. I think SeaWorld could have responded sooner rather than later. They can't wait around to respond as that allows for worry and questioning.
3. I have not heard about this situation previously. I think SeaWorld still should not have performed certain practices they have and I still do not agree with some of their solutions and tactics as it comes off in a harmful way.

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1. I think his response was appropriate because it allowed him to get his point across effectively by being funny and humorous. I think people are more apt to listen to someone with more humor rather than listen to someone who is harsh with opinions.
2. I think United's response was poor. The reason why is because they did not give a respectful apology and did not take full account for their actions. They should have admitted to their faults and apologized in a sincere way.
3. I am not surprised by how quickly the videos went viral as it shows you that people will respond and respect people who can carry humor amongst seriousness. People can be motivating on social media and that can cause a domino effect allowing for others to follow along.

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1. I do think SeaWorld was in the wrong for being defensive towards the documentary "Blackfish." It made it seem as though they could not take the blame for their wrongdoings and made it seem as though they were continuously making excuses for their acts.
2. The face-to-face communication I would have implemented into SeaWorlds media tactics would be implementing certain programs that would allow for SeaWorld to teach people about their plans and how they run their business at SeaWorld.
3. SeaWorld should better communicate their plans with others and be more transparent and honest with everyone including workers and people visiting the park. They also need to perform more research on the animals to prevent issues later on.

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1. I thought, although has some flaws, overall accomplished their goal. They hit all media outlets from social media, to news channels, to even print ads. They broke down Blackfish and gave many answers to horror situations the documentary showed. In the end they did loose stakeholder trust, but regained some back from the public.

2. I think they could have taken some accountability. I feel like they took a “that wasn’t us here’s a video to prove it” route.  They defiantly weren’t helping the animals let alone treating them humanly 24/7. They should have pledged to do better. I think that would have helped more with stakeholder trust as well.

3. I have heard of this situation. I didn’t know that SeaWorld made this response video to Blackfish thought. My overall perception is that despite their answer to Blackfish, they still hid a lot and avoided topics they couldn’t disprove. They were not humane even though they think otherwise. I think it’s right that stakeholders lost their trust in SeaWorld.

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1. I think it was more appropriate, it was genius. His one video changed the way not only United Airline but every airline conduct customer service and claims. He did what people dream of doing, getting the attention of millions and sharing his mistreatment by a huge corporation that results in his favor.

2. I think their initial response was horrible. I know they were trying to demonstrate strategic inaction by not compensating Carroll or taking responsibility for their employee's actions, but that was not the right way to handle it. They were clearly in the wrong and they should have admitted that from the begging. They should have issued an apology and given Carroll compensation. Instead, they got more backlash because of it which could have been avoided if they tried to settle it in the first place.

3. Honesty I’m not surprised. The video was the perfect formula. The song was catchy, the video was entertaining, and most importantly, it exposed the wrongdoing of a major company. In today’s terms, it was perfect for ‘cancel culture’. It got people talking and even boycotting. Some are for personal experiences with the airline, and some are merely just for the trend. This video shows us that the right formula as I described above, can be so impactful on social media. The saying “the sword is mightier than the pen” still holds true. Only today it has shifted, “the tap of a button is more impactful than the shot of a gun”.