Organisation: P&O

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Analysis and commentary by Echo Research.

By now old hands at handling a crisis, P&O's PR team handled their latest embarrassment - luxury cruise ship Aurora's extended stay at Southampton Docks due to mechanical problems - with relative ease. Despite a smattering of predictable headlines about the "Cruise from hell"(Daily Record, 15/1), the message appearing most frequently was that passengers on board last year's Communication Directors Forum venue were sanguine about the delay to their world cruise, and happy to enjoy P&O's hospitality in luxurious surroundings. "Passengers happy going nowhere"noted the Daily Telegraph (13/1), echoed by The Times, although the Independent found "evidence of suitably stiff upper lips being deployed by stranded passengers"(14/1), and wryly commented on the "very British remedy to placate remaining passengers - free booze"(14/1).

It wasn't all plain sailing for the P&O PR team. The addition of veteran comedians Jimmy Tarbuck and Paul Daniels to the entertainment programme prompted some scathing tabloid headlines, and newspapers were quick to note disappointed passengers leaving the cruise ship, but the positive comments of P&O's spokespeople and the Managing Director's apology and compensation offer helped pour oil on troubled water. In the longer term though, P&O's PR team will have a job to shake off Aurora's "jinxed"image (The Times, 13/1), a task which will certainly require more than Jimmy Tarbuck and free champagne.