How much is enough for families who lost loved ones and passengers scarred by the biggest cruise ship accident in recent memory?  Carnival, parent company of Costa Cruises, is finding out.  Today, the cruise ship giant offered passengers a settlement of $14,500 per person, plus full reimbursement for their cruise package and expenses.  It’s a costly  move for Carnival, but is it enough when you consider the sheer volume of lawsuits looming?  Given the amount of news coverage and the difficulty with search and rescue, will Carnival’s efforts effectively repair their brand and image?  This is an ongoing debate between the attorneys and PR teams at companies around the world.

The bottom line is Carnival had the opportunity to do a lot more during the initial investigation.  They missed opportunities to try and rebuild their credibility, which quickly eroded when the poor decisions of the ship’s captain came to light.  As divers continue to search for bodies, Carnival is trying to move on and sell more cruises.  They have an opportunity to talk about policies and procedures on board all their vessels to reassure the general public that their ships are safe and secure.  Expect Carnival and the cruise ship industry as a whole to take a financial hit as potential passengers look elsewhere for vacations.  The long-term effect is up to Carnival.  How they handle these difficult weeks and months ahead will determine the future of the company and quite possibly the industry.

Think about it, if you were a passenger or you had a friend or family member on board, what would you want Carnival to do? What would you expect them to say? If you haven’t discussed your own corporate messaging strategy lately for everyday news or crisis communications, call TVG at 314-991-4641 or click here to send us an email.  We can help.