Key Points
Promotional Strategy
- Titanic was initially marketed as a “Wonder Ship” and “Unsinkable,” employing media such as brochures, postcards, and advertisements to emphasize its grandeur and safety, largely positioning it as a technological marvel.
Crisis Communication Challenges
- Following the sinking, White Star Line struggled to manage crisis communication effectively.
Media Mismanagement
- White Star initially provided overly optimistic updates, contributing to public confusion. David Sarnoff’s breaking news of the disaster, overshadowed White Star’s efforts.
Role of Survivors and Public Statements
- Survivors, notably through a public statement signed by prominent passengers, criticized the insufficient lifeboats and safety measures, highlighting White Star’s failure to protect its passengers, which intensified public scrutiny.
Legacy and Public Perception
- The Titanic disaster became a formative event in crisis communication history, illustrating the need for organized, transparent media relations in times of crisis, and has since influenced public relations practices.
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Citation:
Tim Ziaukas (1999) Titanic and Public Relations: A Case Study, Journal Of Public Relations Research, Vol. 11, No. 2
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