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Shark Week Gets Real (Scary) for NC Tourism: A Lesson in Crisis Communications

Emily Walsh : July 8, 2015

Now is a popular time to head to the beach, but you’d be pressed to find anyone dipping-in past the knees off the coast of North Carolina this summer. Even as an area native and self-proclaimed mermaid, a staggering eight shark attacks in the last four weeks is more than enough reason to GTFO. This is the highest number of shark attacks North Carolina has seen in more than 80 years and though officials have not yet closed the beaches, the National Park Service did issue a warning to stay on land.

As news of recurring attacks continue to flood my social feed, it’s pretty clear that the North Carolina Division of Tourism is in the midst of a crisis. “Animal attacks, such as those involving sharks,” lands sixth on the list of potential situations that may negatively impact the perception of North Carolina as a desirable vacation destination. Naturally, the public is shocked by the news, reacting on social media to voice their concerns. Emotions like surprise and fear are the primary drivers of viral online behavior, which is why news of natural disasters and dangerous wildlife encounters can so quickly spiral out of control.

Where does social fit in crisis planning?

As the news cycle continues to speed up, social media has taken the front seat as the go-to platform for crisis communications. More genuine than a press release and original enough to support authenticity, tourism offices and DMOs are turning to real-time sharing platforms to update the public and maintain transparency during crisis situations. Keep in mind social media for crisis communication isn’t intended to directly communicate with everyone in a social network. It is to provide resources and accessibility to media and key influencers who amplify the message, and stakeholders that need a place to find information. When devastating floods struck Estes Park, Colorado in September 2013, Turner PR executed a real-time crisis plan to manage media and social channels. The immediate response allowed local officials to share important safety updates with the local community during the flood, as well as provided a platform for updating the public on recovery efforts. The key to successfully utilizing social media in crisis communication is honesty. Use social as a collaborative tool to partner with the public and control the message:

Monitor online conversations to gauge sentiment.
Communicate with honesty and compassion while also acknowledging risk.
Share updates from credible sources.
Respond to media and remain accessible.

- Emily / @emilywalsh07

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