Marineland and the Mayor
(4 pages of text)
The mayor of one of Canada’s largest tourist destination cities has to decide how to handle the media outcry that followed a major newspaper story in which eight former staffers at the local, popular aquatic zoo accused the zoo of treating its animals with severe cruelty. His initial response was perceived by many as being too glib and favouring the marine park, which is an important source of revenue for the city. Although he is no expert on animal welfare, it is his job to represent the interests of all of the city’s stakeholders, including those who are now angry about the alleged mistreatment of animals at the park. He does not want his constituents to see him as the park’s apologist.
- To explore the ethical issues inherent in the keeping of animals in captivity for education, profit and amusement.
- To explore the intricacy of message creation in situations of crisis, where information is often hard to verify and stakeholders hold strongly opposed positions on the issue at hand.
- To experience the communication challenges of crafting and delivering a candid and compelling message through the medium of a press conference during a crisis.
Arts, Entertainment, Sports and Recreation
Canada, Small, 2012
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