Abstract
This paper addresses the need for ethical practices in Public Relations, examines the PR response to several escalated situations at SeaWorld, and provides an analysis of those responses. Further, in light of the ethical standards that keep the Public Relations field competitive, commentary is given about the response and how it could have best been approached. Key deaths at SeaWorld theme park in Orlando, FL are used as examples, and the PR tactics that followed from SeaWorld within the media are shared in this paper. The documentary Blackfish played a recent role in exposing SeaWorld, yet their exposure has yet to be addressed by the company. The research on ethical PR responses suggests that SeaWorld would do better to address the circumstance instead of wait for it to pass over; their response should include what they have done wrong, and how they will continue to move in a better direction, even at the cost of their own financial progress.

Blackfish PR Movie Analysis
Many times when we turn on our television we are faced with a sea of information, and the people who curate that information go through great trouble to make sure we understand the story the way they are hired for us to. The Public Relations Industry has its own ethical standards that must be kept in order for the industry to remain competitive, and the clients that hire them to bother spending their money with them. Unfortunately, sometimes ethics are compromised for the sake of keeping a public image, brand, or entity from falling apart. One of the difficult stories that needed PR attention includes the aggressive behavior of orca whales at Orlando, FL SeaWorld over the past few decades. For the scope of this paper I will review, analyze, and comment on the Public Relations that came together to cover these whale attacks throughout the years.

Cowperthwaite’s 2013 documentary film Blackfish details many of the aggressive orca interactions at the SeaWorld Park. The film has several former SeaWorld trainers on camera detail the isolation of the whales, the unnatural environment, that eventually causes several issues for these whales that often leads to psychosis. Many of them also admit that they rationalized their reasons for staying with the company in spite of feeling unease with the reality these whales face; that these whales are trapped and are living lives of bondage accompanied with boredom (which is no way to live for such a highly intelligent animal). The documentary also goes on to interview a whale catcher who details his cognitive dissonance when capturing baby whales as the mothers stood by and whaled; and he now admits that it was wrong and one of the most shameful acts committed by him in his life. Further, several deaths have been incurred by trainers of SeaWorld animals (even animals that came from SeaWorld and sent to other parts of the world like Spain).

One of the most tragic deaths and highly covered in the media was that of Dawn Brancheau. The footage was caught on tape and heavily scrutinized. Due to her killing OSHA eventually required SeaWorld to have to provide barriers between trainers and the whales; although SeaWorld is working to appeal that. The whale that killed her is named Tilikum, a whale whose dorsal fin is collapsed (which is a sign of stress), has been used to breed several other orcas, and has been aggressive with trainers on more than one occasion (Over 30 Years and Three Deaths). SeaWorld immediately began pointing the blame at Dawn and painting this attack as a fault of her own. Several experts gave testimony’s that were in favor of SeaWorld, and executives spoke with the news stations in order to keep the image of the park and the whales intact. Another death occurred at SeaWorld by what was painted as a drifter who fell into a pool overnight and was killed. The park painted his death as hypothermia but several eyewitness accounts attest to seeing a heavily damaged and bitten body (Man Found Dead, 1999).

Reports are that the man jumped in at night which does not make much logical sense due to the heavy security that works for the park, and the cameras which are everywhere. In order for this to get past the security for as long as it did, this was a park fail, but instead many people believe the facts have been tampered with in order to keep up the image of SeaWorld. All of these violent circumstances are often described as random within the media, and the blame is quickly shifted away from SeaWorld and any involvement it possibly could have had in these negative outcomes. Many of the testimonies of former employees include that the park does not do everything that is in the best interest of the animals it displays which often breeds these frustrated, annoyed, and aggressive behaviors within these animals.

It is tempting for a PR practitioner to bend the truth, yet it is in the best interest for them to tell the truth about the damage of a circumstance, and the aggressive current and future efforts to ensure these situations have lessened risk of every happening again (Johnston). Unfortunately, it seems as though SeaWorld has used this practice as a cover up by shifting the real blame consistently to the wrong people and never raising their hand and identifying what they have been irresponsible for. This seems to be their tactic in order to “keep doing business as usual”, with only a few minor adjustments. The film has exposed the compromises they have made ethically and socially and they have declined to make any comment. In today’s information age I do not believe they made the best choice by neglecting to comment on a film that has common so aggressively against their business. I believe they do owe the public an explanation, and a counter offer of information in order to help us understand if this information is true or not, or if they understand are making changes. There complete withdrawal seems to admit guilt or affirm these unethical practices. Based on ethical practices SeaWorld has not acted appropriately because, although they reserve the right to when they respond and how, they have left their public wondering and with many unanswered questions.

Often public reputations have to be protected by Public Relations professionals because difficult and embarrassing situations occur. Several of those have occurred for SeaWorld, and the public may have been persuaded by their PR cover ups in the past. The recent documentary Blackfish has made a public spectacle of SeaWorld by placing many professionals and relevant information before the public. It is in SeaWorld’s best interest to respond with truthfully, and intelligently, outlining how they will do what is in the best interest of the animals without pursuing future amendments in order to do “business as usual”.