Director of the Passenger Shipping Association (PSA) Bill Gibbons gave assurance in back-to-back interviews yesterday to major broadcasters Sky, BBC and CNN that the incident was an isolated case on an otherwise clean record.
PSA comms director Penny Guy has been leading the media activity, supported by Four Communications. The agency has worked for the PSA for four years.
Guy said: ‘Our focus has been to balance news reaction to the immediate incident with a more considered view on how safely over 1.7m UK passengers sailed millions of cruise miles last year.
‘Our seafaring industry always has safety as its very first priority, and we will continue to work closely with all interested parties to learn from this tragic event to further enhance the safety of cruise ships worldwide.’
The team released an initial statement on Saturday morning and organised interviews as the story developed. Gibbins told reporters that cruise ships were subject to stringent international regulations and procedures.
His comments came almost three days after the cruise liner ran aground after hitting a rock off Italy’s west coast.
The team has been working alongside the comms team for Carnival, Costa Cruises’ holding company, and giving regular media updates to all PSA cruise members.
Internationally, media liaison is also being offered by the Cruise Lines International Association and the European Cruise Council.
At least six people have died in the accident.
Yesterday PRWeek broke the news that Burson-Marsteller had been called in to handle the corporate and crisis comms around the disaster.