October 22, 2015









The desired outcome of the communication is to encourage the healing process and to hope that the reputation of the company is achieved once again. This is by embarking on a campaign that will reassure the public on safety and explain the importance of the operations of the cruise to the economy of the country.


The target audience is both the new and the old cruisers interested in the services of the company. Maintaining the common customers is easier in the business because they have experienced first hand benefits of the operations. Unfortunately, the effect on the new cruisers has reduced the interest in holiday bookings and communication will help encourage their participation.


The target audience needs in the cruising business is to have a good experience and have time to spend together with their families. Their concerns are on the safety of their families and the possibility of the incident occurring again. Lastly, the interests of the audience are in finding out what has been done to improve the situation.


Costa Cruises is determined to learn a great deal from the unfortunate incident and this is in reference to several areas that affected the cruise industry in a massive way. The first is that the company noted the crisis management plan was not well organized and steps have been taken to create a new response team. Similarly, the company has scheduled tests to ascertain that the crisis plan that is in place now is operational and immediate to avoid any delays in future


Costa cruise also intends to create a training program, one that teaches those in control not to panic as the previous group did. Instead, Costa Cruise will help in teaching those in charge new response mechanisms to an immediate situation and the same time emphasize on the importance of continued communication as events unfold. This is achieved by encouraging the crewmembers to stick to the facts when making decisions and to avoid giving inaccurate information at all costs.


In addition, the company intends to look ahead and work through the ordeal every step of the way with every possible consolation to the families of the victim. The company will rectify the minor issues that are still pending but intend to come up with new safety strategies to continue offering quality services.


The most effective channel of communication for Costa Cruise is the use of the social media because it is through this that it can rally the support of many of the victims’ sympathizers and the support of loyal customers to repair its reputation. In addition, it is the easiest and the most effective way to reach large masses of people especially if handled by a specific person to avoid miscommunication and inconsistency as before.

The most believable spokesperson of the Costa Concordia is the CEO of the company, Micky Arison. This is because he needs to show that he is in control of the situation and that he is up to speed with any updates and decisions. Similarly, his attendance at the scene of the crisis will show that he also sympathizes with the victims and that he is ready to give a personal apology to all those affected in this case



Discovery TV, Cruise Liner Crash – Costa Concordia the Whole Story, Jan 11, 2013 See-

Gene Sloan, USA TODAY. Italy cruise ship disaster could take toll on industry. Updated 1/17/2012 See-


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