When It’s a Sh*t Situation

In 2024, I was fortunate to go on an 11-night cruise through parts of Europe and the Greek Islands.  And yes, I was lucky enough to have a working toilet, air conditioning, and a really good experience. So it intrigued me when I saw all the hype about the new Netflix Series ‘Trainwreck: Poop Cruise’ (a documentary that revisits the infamous 2013 Carnival Triumph disaster—an event that turned a luxury vacation into a floating nightmare) and I decided to give it a watch. 

As I settled down to watch this episode, I quickly predicted the PR disaster that was about to unfold and was eager to see how the communications were managed. It’s no surprise that they had delivered a masterclass on how not to handle a PR crisis. 

So why do I think they did a ‘crappy’ job with their communications? 

Slow and Unclear Initial Response

The first communications were slow, unclear and insufficient causing Carnival to lose control of the narrative. In a crisis it’s always best to front foot your own bad news. In this case the media broke the story using information shared by passengers, family members and their own investigations. News helicopters were able to fly to the stranded vessel and captured dramatic footage and images of the ship, which showed the deck covered with sheets and passengers spelling the word H.E.L.P using their bodies. Once the ship was closer to shore and mobile phone signal returned, the barrage of videos shared from passengers went viral.   

Lack of Leadership and Human Connection

Throughout the ordeal, there was a distinct lack of leadership from the CEO who remained silent and made no appearances at any time.  Worst of all, quotes were attributed to the faceless ‘Carnival spokesperson’. The lack of a human face to bring the required level of empathy and the cold corporate tone in the messaging amplified the disconnect between the organisation and the public. It also gave the media the opportunity to continue to drive their own narrative and further sensationalise the situation. 

Poor Real-Time Communication

Inconsistent updates and a lack of real-time communications – both onboard and onshore – caused further frustration and anxiety.  While a rescue of this size is bound to meet challenges, changes to the timelines and delays to the rescue were not provided, leaving passengers and the public in the dark – figuratively and literally. 

Missed Social Media Opportunities

They missed the opportunity to engage with the public via their social channels. Instead of embracing the chance to address concerns, provide real-time updates and attempt to keep some form of good reputation, their social channels went quiet, and the occasional update was posted. Essentially, they stuck their head in the sand and hoped things would go away – but it didn’t.  And without a dedicated team and communication channel for families and media to use, speculation continued to grow, and misinformation was allowed to spread. 

Once the ship was back at the dock, Carnival believed that the offer of US$500, a full refund and a free cruise would band-aid the issue. Their focus was on compensation instead of validating the trauma and emotional stress the passengers had faced. And let’s not forget the crew of the Triumph who did an amazing job against all odds to keep 4,000 passengers safe in the worst of conditions.  I hope Carnival have treated them well because they are likely the only reason there was any ‘positive news” in this sorry saga. 

Lessons Learned

Carnival lacked a clear crisis strategy. Being proactive and consistent in their communications along with fronting the media would have helped them to keep some public trust and it’s likely regained their reputation faster.  

It’s more than a decade since this disaster took place and I’m sure Carnival thought this was behind them. Unfortunately, poorly handled crisis never truly goes away. Due to their poor handling of the situation, their reputation is once again in the spotlight, and while some good did come out of this ordeal (such as the Cruise Passenger Bill of Rights) they will never be able to ‘flush this issue’ away. 

Final Thoughts: Be Prepared Before Disaster Strikes

My advice to all businesses, large or small, is to invest in a solid crisis communications plan and crisis training. Knowing what to do before you are hit with a potential PR disaster will make all the difference to your reputation in both the short and longer term. Proactive strategies, clear communication channels, and empathetic leadership are crucial components. By being prepared, a business can mitigate the impact of crises, maintain public trust, and expedite reputation recovery. In an era where news travels fast and social media amplifies every misstep, no organisation can afford to be unprepared. 

At Pead, our experienced team can help you prepare a risk assessment and scenario planning for your business. Whether you’re facing a PR challenge or looking to future-proof your communications strategy, let’s talk.