dawn brancheau video, After decades of cultivating a corporate image around one of the ocean's greatest predators, SeaWorld managers must reassure visitors that a killer whale's fatal mauling of its trainer doesn't mean the parks aren't safe.
dawn brancheau video - Veteran trainer Dawn Brancheau, 40, was killed Wednesday at the close of the lunchtime show by the killer whale Tilikum in front of a horrified audience. SeaWorld has halted Shamu shows at the Orlando theme park and at sister parks in San Antonio and San Diego while it reviews the death.
Marketing and public relations experts say what the company does in coming days will be key to preserving its image.
Glenn Bunting, managing director for the Los Angeles-based crisis management firm Sitrick and Co. said SeaWorld needs to respond promptly and proactively.
"They need to review every safety precaution," he said. "They need to explain how it happened, why it happened and make sure it doesn't happen again to reassure the public."
The company stumbled during its first post-attack press conference. Orlando SeaWorld President Dan Brown did not immediately correct a sheriff's spokesman who said Brancheau accidentally fell into the water, and Brown himself said only that she "drowned in an incident with one of our killer whales."
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