Ocean Gate Expedition, the company responsible for the missing submersible involved in the search operation to find five people who have gone missing on a trip to view the Titanic wreckage, demonstrated a combination of effective and ineffective crisis communication tactics since the search and rescue operation conducted by the First U.S. Coast Guard District out of Boston, Massacusetts was first annouced in news reports on Monday, June 19. 

Let's examine the top three effective and top three ineffective media strategies employed by the company in the search for the missing submersible.

Ocean Gate Expedition's effective tactics in their media response:

1. Utilizing the Pinned tweet feature on Twitter: By pinning the latest updates regarding the search operation to their Twitter profile, Ocean Gate Expedition effectively directs people to the most recent information. This ensures that individuals seeking updates can easily find the relevant content without having to search through the timeline or rely on outdated information.
   

2. Responding to press requests: Engaging with the media during a crisis is crucial for maintaining transparency, managing public perception, and informing the families and loved ones of the missing crew. By responding to press requests, Ocean Gate Expedition demonstrates their willingness to cooperate and share information with the public. This proactive approach helps to establish trust and ensures that accurate information is disseminated through reliable news sources.

3. Expressing sincere appreciation for support: Acknowledging the support received during a crisis can be an essential element of crisis communication. By providing a statement expressing sincere appreciation for the support received, Ocean Gate Expedition demonstrates gratitude and acknowledges the concerns and efforts of those involved in the search operation. This helps to foster positive relationships and maintain a sense of unity during a challenging time.

 

These crisis communication tactics employed by Ocean Gate Expedition showcase their commitment to keeping the public informed, maintaining transparency, and expressing gratitude for the support received throughout the search operation.

 

However, for many people there is a need for resolution during times of emergency. The fear subsides faster the sooner it's over. Whether it's their own personal situation or following along in the news, people tend not to enjoy sitting in discomfort. A tense space can be filled with important - and factual - information. When the information is lacking, people want answers. If you;re a company short on communication support, leadership, or no crisis communication plan in place, the gaps in communication are noticeable and can make the circumstances worse. 

 

Ocean Gate Expedition's ineffective tactics illustrate this concept:

1. Dated "Pinned tweet" feature: Pinned tweets are important real estate to provide updates in a crisis situation. Ocean Gate Expedition had the unfortunate luck of using it to thank a company, Starlink*, for their assistance in dive operations.
   * Owned by SpaceX. 
   
   

2. Inefficient communication with reporters: Instead of adopting a streamlined approach, Ocean Gate Expedition wasted valuable time by individually speaking to reporters. This fragmented approach can result in inconsistencies in messaging and delays in disseminating information. A more efficient strategy would involve preparing a comprehensive statement addressing the most critical points and then distributing it to reporters and media outlets simultaneously. This ensures consistency and minimizes the risk of misinformation.

3. Website crash: A crucial aspect of crisis communication is maintaining accessible channels of communication. However, in this case, Ocean Gate Expedition's website experienced a crash, rendering it inaccessible to the public. A non-functioning website can frustrate concerned individuals seeking information, exacerbating anxiety and eroding trust. Ensuring website stability and having backup communication platforms in place are essential for effective crisis communication.
   
   

These poor crisis communication tactics deployed by Ocean Gate Expedition demonstrate potential areas for any organization to add to their crisis communication plans. By addressing these shortcomings, they can enhance their ability to provide clear, timely, and reliable information to the public, thereby managing the crisis more effectively.

Meanwhile, the search for the missing Titanic tour sub continues.

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