ABSTRACT
Through the case of the orca Tilikum in SeaWorld, Blackfish documentary addresses the suffering of marine mammals in captivity and the detrimental effects on their physical and mental health due to their confinement in aquaprisons. SeaWorld’s swift response consisted in denying the veracity of the documentary and branding it as propaganda that emotionally manipulated viewers. This case shows how industry public relations can reach extremes of disinformation. It also reveals that the “Blackfish effect” did significantly challenge SeaWorld’s business, and that the company could have used the documentary and the social support it gained as an opportunity to recognise its own mistakes and start a truly transformative change by encouraging ethical public relations, rather than using the powerful strategies and tools of public relations to defend the indefensible.
