Analyze the communication situation

Communication

What audiences will you need to consider in your response?

The primary target audience for my response includes current and future cruise ship passengers. The demographics will vary considerably, depending on the cruise line in question. Carnival appeals to a younger demographic; but there are other cruise lines that cater to a more mature crowd. Therefore, the language needs to be as neutral as possible.

The second audience I will need to consider includes shareholders and stakeholders. These are actual investors who own stock in our company, and they are our partners. They will need to retain confidence in us. Stakeholders include anyone in our supply chain line as well, as we do not want to mar our relationships due to a mishandling negative publicity.

Finally, I would also consider our staff. Staff members will need to know that we are on their side. We want to be diplomatic in our response. This was one customer complaint, and there might have been dozens, hundreds, if not thousands of other passengers who had a good experience with the very same crew. Therefore, I would make sure to laud the crew for their hard work.

2. What medium or media should you choose?

I would take a multi-pronged approach. The original letter is published in a local newspaper, and therefore, a response in that same paper would be warranted. This response can take the form of a direct response to the Letter to Editor. It can also include a full-page or smaller advertisement placed strategically nearby. If we have time to develop a new advertisement, I would do so by consulting my marketing department. The new advertisement should at least show passengers having a great time with onboard entertainment.

Additionally, I would develop a press release. This press release is a piece of valuable damage control. In the press release, I would avoid the letter to the editor altogether and instead focus on one of our recent successes or a news story. Consulting with other departments, I could come up with something. Even if it has to do with a new meal being served, it will help divert attention away from the letter to the editor and towards the benefits of sailing with us.

3. If the letter had been published in a travel publication widely read by travel agents and cruise travelers, how might your course of action have differed?

My course of action would not have been much different. I would still write a direct response to the editor to be published in the follow-up issue. I would also take out an advertisement that was to be placed in close proximity to the original letter. Moreover, I would consider hiring a freelance writer to profile one of our entertainers, one of our ships, or one of our destinations. By achieving positive publicity in this way, we can divert attention from the letter to the editor.