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A Sea of Troubles: PR impact of bad Carnival Cruise News

A Sea of Troubles: |MediaMiser N TURNING NEWS INTO KNOWLEDGE PR Impact of Bad Cruise News SOS It was a tough February and March for Carnival Cruise Lines, to put it mildly. Coverage Trend - Online and Print* The disabled and drifting Carnival Dream cruise liner had a rather messy, shall we say, experience in the media in February. Descriptions of stranded, miserable passengers and disgusting conditions spurred a dramatic spike in mentions in online and print media of the cruise liner and its company. 2,000 1,000,000,000 900,000,000 1,800 -Articles 1,600 1,400 800,000,000 700,000,000 600,000,000 -Audience reach * 1,200 1,000 500,000,000 Then, after a week or two of relatively calm seas, Carnival experienced more embarrassing technical problems with two more of its ships in March. 800 400,000,000 600 300,000,000 200,000,000 100,000,000 400 200 Like an ominous rogue wave rising from the Atlantic, negative media mentions of Carnival swelled once sof again – though not as much as the first spike. Overall Tone Total audience reach of coverage: 3.9 billion 2.4% 15.4% Positive Neutral INegative Total advertising value of coverage: 82.2% As could be expected, the overall tone of coverage during the study period was extremely negative as the bad news blew in. $13.5 million Tone Over Time 6. The average tone of coverage took a turn for the better in early March, with stories about how Carnival had bounced back or would be unaffected in the long term. This relatively positive spell occurred during the lowest ebb of coverage, in early March. Tone Avg. -2 Once news of the next Carnival debacles reached the media in the second and third weeks of March, though, average tone dipped significantly again. -4 -6 To make matters worse for Carnival, seven of the top 10 journalists to cover the story were from national or international outlets with significant reach such as the Associated Press and Reuters. Seven of the top media outlets, as well, had a national or even international reach (such as CNN (online), Yahoo! News and MSN). Top Journalists # of Articles Top Publications # of Articles Ramit Plushnick-Masti - AP 159 Cruise Addicts 125 Jay Reeves - AP 136 CNN (online) 102 Kaija Wilkinson - Reuters 128 New York Daily News (online) 54 Brendan Farrington - AP 36 Examiner (online) 52 Curt Anderson - AP 35 Yahoo! News 46 Molly Hennessy-Fiske - LA Times 35 MSN News 46 Bill Chappell - NPR 34 Chicago Tribune (online) 44 Tom Stieghorst - Travel Weekly 23 ABC News (online) 42 Juan Lozano - AP 22 Orlando Sentinel (online) 42 Ginger Otis - New York Daily News 20 Reuters (Online) 42 © 2013 MediaMiser Ltd 14-Feb-13 16-feb-13 18-Feb-13 20-Feb-13 22-Feb-13 24-Feb-13 26-Feb-13 28-Feb-13 02-Mar-13 04-Mar-13 06-Mar-13 08-Mar-13 ET-JeW-Or ST-еw-т 14-Mar-13 16-Mar-13

A Sea of Troubles: PR impact of bad Carnival Cruise News

shared by christiewitt on Apr 11
Carnival cruise experiences multiple technical problems resulting in negative media coverage based on MediaMiser's monitoring and analysis.




Christie Witt




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