The purpose of this study is to determine how social media can be employed as a PR platform to aid in crisis communication and message control in the cruise ship industry. The study evaluated positive public responses toward crisis management messages posted on Carnival Cruise Line's Twitter and Facebook platforms. This qualitative study was intended to assess how a public relations department in the cruise ship industry can maintain the organization's reputation and image when utilizing social media as a platform during a crisis. The findings show that social media is an effective tool in disseminating information, especially in times of crisis, due to its wide reach.