The Side Note

This week’s news from the LA Times about Royal Caribbean cruise lines is twofold. First, they are pledging at least a million dollars to help earthquake-ravaged Haiti. Second, they are continuing a port of call for their cruise ship passengers 65 miles north of Port-au-Prince, where rescue workers are still searching through wreckage for victims.

It’s a mixed PR story that seems to waiver between good and bad. While Royal Caribbean is pushing their (albeit good) messages that include the delivery of pallets of food, handing off extra mattresses and lounge chairs for makeshift hospitals, and donating all proceeds from excursions on the island to the relief efforts, these messages are mixed in with stays at the private island being protected by armed guards and passengers feeling uncomfortable drinking frozen island drinks just up the road from starving and homeless quake survivors.

I think we should give Royal Caribbean credit for almost doing the right thing. Unfortunately their message is getting muddled. Buried at the end a story in the Guardian, this reference was made:

“The company said yesterday that U.S. coastguards have assessed the jetty and decided it could not be used for cargo ships.”

This is probably an important message that should have been more apparent. Cargo ships can’t access this private port, which is a great reason for the cruise ships to be docking and bringing supplies.

And the message about what is being delivered is good, too. I even think the message about “helping the local economy” is right. The problem is the repeated message of zip line tours and jet skiing. Royal Caribbean should have scaled back excursions for a few weeks. I realize that the local economy needs the infusion of American tourist dollars, but the grim reality of holiday merrymakers frolicking in the sun amidst so much anguish is just incomprehensible.

Clearly the executives at Royal Caribbean are working this story for as much PR exposure as they can get. And that’s fine. As a PR professional, I don’t begrudge them this opportunity. But wouldn’t it have made more sense to send a boat full of supplies instead of passengers? The fact that delivering the supplies is just “part of the schedule” reduces what could have been a bigger and better story. Send the staff down to re-build houses. Carry medical personnel to Haiti. Provide free transportation to the American families that are adopting orphans… now that would build a bigger PR story.

What do you think? Should Royal Caribbean be docking in Haiti? Fill out the survey below or respond with your comments.