You Are the Public Relations Coordinator for a Major Cruise

Essay

You are the public relations coordinator for a major cruise ship line. This season, you are forced to cancel most scheduled and current cruises due a major foodborne illness outbreak. Many passengers booked and paid for their trips up to a year ago. Others are in the middle of their cruises and are being forced to return early. Tensions are running high and your team is fielding hundreds of calls from disgruntled guests. You want to create an outreach campaign that enables a conversation with your guests in which they can voice their concerns and be heard. Choose one of the four public relations models and apply it to this situation. How might you use its various elements here?