IN-CLASS EXERCISE

By: Scott Armstrong, Meghan Tetford, Christine Jermakowicz, Somiya Brown

CRISIS SCENARIO
You’re the PR spokesperson for Diamond Cruiselines. Your flagship—The Royal Princess—
has broken down at sea. Repairs are underway—should be completed in two days. The
problems will mean having to return to the original port, cutting what would have been a
seven day cruise to four days.

THE CRISIS PLAN

Diamond Cruiselines - The Royal Princess

Seven-day cruise from Florida to Bahamas

Port Everglades to Nassau, Bahamas

CONTACT LISTS
In event of a crisis, Diamond Cruiselines would contact the following lists.
The lists are also helpful to keep track that those who are on the ship are informed.

Cruise Guests
The guest contact lists will include:
 Full name of each guest
 List of guest’s family members travelling with them (children, spouse, etc.)
 List of how many people share room with guest
 Guest's Emergency Contacts (or next of kin)
o Address
o Phone number
o Email

Employees
This list would include the names of employees working on the ship
 Captain
 Captain's personal crew
 Deck hands
 Excursion staff
 Foodservice staff
 Cleaning staff
 Entertainment staff
 Engineers
Emergency Response
This list includes contact information for necessary emergency response if needed

 US Coastguard Station Port Lauderdale

7000 N Ocean Dr, Dania Beach, FL 33004, United States
+1 954-927-1611

 Florida Local Law Enforcement

Fort Lauderdale Police Department
1300 W Broward Blvd, Fort Lauderdale, FL 33312, United States
+1 954-828-5700

 Cruise ship manufacturer and engineers

Government Officials
This list includes government officials to be contacted in event of an emergency
 City of Fort Lauderdale government officials
 State of Florida government officials
 Nassau, Bahamas government officials

Company Officials
 Company representatives at Port Everglades, Fort Lauderdale
 CEO
 Board of directors
 Stakeholders

FLOORPLAN
SPOKESPERSON

PR Spokesperson (ourselves) Captain of Royal Princess

Stationed at media centre, relaying
messages from the captain to the
media. As well as taking questions.
Providing a full accounting of how the
journey will be impacted, how guests
and staff are doing and what staff are
doing to ensure everyone remains safe.
Sending video updates to spokesperson
of what is happening on the ship.
Provide updates on:
 Mechanics of ship
 Well-being of guests and staff
 Timeline of when the ship plans
to be fixed

KEY MESSAGES

Guests Media Government

Emergency procedures The health and safety of The repairs will be fixed
are in place. There is no everyone on board is our as soon as possible and
reason to be concerned, top priority. reported back to the
please remain calm. manufacturers to ensure
this is prevented in the
future.
The cruise ship is We expect to make the Explaining preventative
working as fast as repairs and resume measures to ensure the
possible to resolve the travels within 2 days. boat is safe while stuck at
problem. sea.
Customers will be The cruise is continuing Keeping coastguards
offered a refund for days with on board activities updated in case
lost on cruise, or a and meals as planned. assistance is needed.
voucher for days lost, for
another cruise.

MEDIA CENTRE
The public address (PA) system within the cruise ship will provide general audio
announcements for the people on the ship. The TVs in the cruise ship suites have a
channel in which live updates and further actions will be stated, and a public
website will also be available with the same information. Upon returning to the
original port (Port Everglades at Fort Lauderdale, Florida), there will be a media
centre at the Diamond Cruiselines building in which a spokesperson can address
guests’ questions in an orderly manner.

POSSIBLE DEMANDS AND QUESTIONS

In the event of a crisis, Diamond Cruiselines should be prepared to answer following questions:

Journalists will ask these expected questions:

Why and how did the flagship break down?
How quick was the staff’s response to the issue?
What repairs are/were being done?
Can we trust the manufacturing of your ships from now on?
What kind of refunds are you offering to your guests?
Are you providing any additional compensation for employees?

Guests may have the following questions or demands:

Will we still arrive in Nassau, Bahamas?
How will we receive updates on what’s going on?
Will we be refunded for the four days lost?
What are emergency procedures if this gets worse?
Can we still use the pool, rock climbing wall, activities, etc.?

GUEST RELATIONS

Captain Jack will notify guests onboard with announcement that can be put on the
morning channel about the situation and that everyone is safe. Guests will be
notified that the ship will be returning to port, and a travel voucher will be emailed
to them as a refund for the cruise. A refund request will be sent out to the
companies who offered activities to guests on onboard. To keep the guests, calm
and entertained, all activities will continue onboard along with all dining services.

For guests who have questions about the situation, we’ll set-up a Q&A session
with Captain Jack to talk about the situation, and to comfort them by
acknowledging the problem. By informing our guests about the issue, it will
demonstrate our care and safety for our guests.

A special dinner will be arranged for guests, and with a special desert to follow.
The Entertain team on The Royal Princess will reschedule shows to be performed
within the two days of repair. With some guests who may become seasick, our
medical team is happy to assist our guests with any issues. Two weeks after the
situation, we’ll reach out to our guests to ask how we handled the situation, and
what could’ve been done better.

IMPLEMENTING THE PLAN

 As soon as word is received of the damage, send engineers to damaged area to inspect.
 Inform guests and ship employees first of the situation and actions to fix it.
 Contact company officials and Florida government officials and give information.
 Set up the media centre at the port. Inform guests of the available information resources
 Continue to update all parties involved as more information comes.
 Give the guests a plan of what will happen. (regarding ship activities, meals, procedures)
 Upon returning to port, have the ship captain and company CEO interviewed by media.
 Send follow up letters to the guests giving information about discount or voucher for
another trip.
 Two weeks after, send the follow up survey to ask our guests if there’s any improvements
that could be.