4-22. Planning: Analyzing the Situation, Selecting Media; Media Skills: Email [L

Question

4-22. Planning: Analyzing the Situation, Selecting Media; Media Skills: Email [LO-2], [LO-4], Chapter 11 You are the head of public relations for a cruise line that operates out of Miami. You are shocked to read a let- ter in a local newspaper from a disgruntled passenger complaining about the service and entertainment on a recent cruise. You need to respond to these pub- licized criticisms in some way. What audiences will you need to consider in your response? What medium or media should you choose? 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? In an email message to your instructor, explain how you will respond.

Explanation / Answer

The response must be in form of an apology and the apology must be issued in interest of the general public. This will help ease out and pacify the disgruntled passengers and also improve the image of the cruise line in eyes of the potential customers.

The general press and the website of the cruise line will be the best medium to publish the apology response. The market coverage of press is quite high and issuing a public apology on the website will come in the eyes of the old and new passengers of the company.

If the apology had been issued in a travel publication widely read by an array of travel agents and cruise travelers, then it must be brief and to the point. However if the apology or the response was to be issued in an email, to the company’s instructor, then the response must be in detailed form, highlighting the major pain points of the customers and enumerating the proposed plan of action to tackle the same.

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