# Format and addition: The paper has to follow the same DIE framework. for this paper, you will choose to rewrite/rework on the second paper ” That I attach “,…. , on the same prompt that you did. you may choose to change the concepts you used earlier, or you can change those too. In addition, you will choose one concept from social/digital media module, and integrate that in the same format of DIE framework. Additions should be in introduction (one or half a line), interpretation, evaluation and conclusion. The heaviest addition should be in evaluation section. You will basically evaluate how social/digital media has/can change/d what happened in the case prompt. DO NOT JUST ADD ANOTHER PARAGRAPH WITH SOCIAL MEDIA CONCEPT SEPARATELY, without integrating within the DIE framework.

# Sources: you will have minimum 5, and maximum 7 sources, with CRAAP test for all, even for the ones you have already done in your previous paper.

Length: the paper can be maximum 2.5 pages, and the bibliography can be 2.25 pages

# Similarity: when you submit, check the originality report. originality report of this paper should not exceed 25%, which means you have to substantially rework the paper. rewrite words, rigorously edit, do whatever, but maintain that percentage. remember this is a new paper.

I ATTACHED THE SOURCES SO YOU MAY USE IF NEEDED

my topic is below,,

Crisis and risks management are essential components of any organization, especially those that deals with people. It forms a part of the preparedness of such organizations in case propaganda being propagated against them. It is important that such institutions have a strong and competent communication team that knows well how to handle difficult situations (Cho, 2014). The primary concern is to protect the institution from losing its credibility. The public relation measures are instituted to “save face” for the company and protect the essence and credibility of the work its employees are mandated to complete. In the wake of Dawn Brancheau’s death, SeaWorld faced a lot of libelous publication that tarnished the good work that it was mandated to do. In following its crisis and risk management stratagem, Sea World initiated a number of courses to counter the batter that followed that.

Following the death of Brancheau, the work of SeaWorld came under scrutiny, not by any official body but by the media. The emergence of the documentary “Blackfish” by the CNN, instigated the argument of whether the work SeaWorld was involved in, promoted what they insinuated to be promoting. Together with other media outlets, the concept and work of SeaWorld were repeatedly tested in the eyes of the public. In trying to protect its image, Michael Scarpuzzi published an article questioning the intention behind the production of the documentary. He defended SeaWorld as a just and outright institution that follows its mandate. On the same issue, Orlando Business Journal asked its readers whether their perspective has been altered in any way by the documentary “Blackfish”. Of the respondents, 98% of them said “no.” However, it was found that 58% of those who responded were SeaWorld respondents. SeaWorld was accused of using “bot” to influence the results of the poll. It responded by posing the question of whether SeaWorld employees had been excluded from the polling.

SeaWorld had a reputation to protect when the documentary “Blackfish” emerged. The SeaWorld administration felt that the documentary deviated and misrepresented the actual situation and facts that SeaWorld stood for. It, therefore, initiated a risk and crisis management strategy to protect its image. The publication by Scarpuzzi was the first step in initiating damage control. By providing details on what SeaWorld was engaged in, Scarpuzzi intended to instill public confidence by countering “Blackfish” information with facts. His intention was to have the public make a judgment based on facts rather than fallible ideas. SeaWorld did not deny influencing the poll result; it was simply a way to protect its image.

Such measures that SeaWorld undertook were meant to turn the public away from the notion that “Blackfish” had propagated against them. However, SeaWorld measures were deemed to work either for them or against them. If the public relation did not formulate these measures correctly and efficiently, the public would view it as a public relation move that intended to cover the institution mistakes. If the measures were properly formulated (Coombs, 2014), they would make the public believe in the truthfulness of SeaWorld countermeasures. The concreteness of these measures is what would make the public change perspective towards SeaWorld intentions.

SeaWorld should invest in its public relation Crisis and Risk management strategy. Crisis management is meant to give the public confidence to believe in what the institution is saying without doubting the measures that the institution undertakes. In the case of SeaWorld, the conservation strategy was a good one though it was countered by its participation in the poll. It made it look like it was hiding something from the public. Institutions should have a strong communication team that knows how to address the public (Sellnow, 2013) and save the institution from public disgrace. It majorly involves having a strong and concrete risk and crisis management strategy.

Cho, H., and Reimer, T. (2014). The SAGE Handbook of Risk Communication. California: SAGE Publications.

Cross, Doug. CNN. Did SeaWorld stuff ballots for “Blackfish” poll? January 2014. Retrieved on 2nd June 2015 from http://edition.cnn.com/2014/01/03/tech/web/sea-world-blackfish-poll/

Coombs, W. T. (2014). Ongoing Crisis Communication: Planning, Managing, and Responding. California: SAGE Publications

Scarpuzzi, Michael. Blackfish Film Ignores SeaWorld’s Benefits to Conservation, Research. October 2013. Accessed on 2nd June 2015 from http://edition.cnn.com/2013/10/23/opinion/seaworld-blackfish-controversy/

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