SeaWorld already doubled down on its killer whale captivity model by pledging to invest tens of millions of dollars in bigger tanks. And now it is doubling down on the idea that better PR can defuse growing doubts about using killer whales for entertainment:
SeaWorld is working aggressively on improving its image as it continues to fend off criticism over its whales in captivity.
The company is disputing animal-rights activists online, soliciting fan support and trying to call more attention to its work with animals — such as rescuing underweight orphan manatees.
SeaWorld is making these efforts amid declining attendance and lingering controversy intensified by last year’s anti-captivity “Blackfish” documentary. The company said in an earnings report last week that negative publicity contributed to an overall third-quarter attendance decline.
“I think we’ve just realized we have to do a better job of telling our story, sharing the good work we…
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