Encyclopedia Titanica

Titanic and Public Relations: A Case Study

Journal Of Public Relations Research

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Exploring the Titanic disaster from a public relations perspective and how the White Star Line managed promotion, crisis communication, and the media following the sinking.

by Tim Ziaukas
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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Crisis Communication Public Relations White Star Line Media Management Marconi Company Survivors’ Statement Unsinkable Myth Lifeboat Insufficiency Public scrutiny

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