This post is by Jim Horton from Online Public Relations Thoughts
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Few companies have to withstand a crisis that lasts five years, but that is what Seaworld has experienced. Its visitor count collapsed when the company was under siege from activists who wanted Orca shows stopped. Seaworld did end them and the Orca breeding program. But, activists were not mollified and the public stopped coming. It has taken five years to increase the flow of park attendees and the company is just now showing signs of health. The previous CEO was fired and it is up to the present CEO to keep park attendance increasing while cutting expenses and boosting the bottom line. The lesson from all this is never to ignore activists, especially when they have the public's ear. It is better to co-opt them if at all possible.