SeaWorld, a United States chain of marine mammal parks, oceanariums, and animal theme parks fights for its life after a slow response to Blackfish.

PR pros reported that the marine park will need to aggressively argue on its side against animals-rights groups to win back its customers.

SeaWorld is not only fighting with animal-rights activists over its alleged mistreatment of orcas but is also battling to maintain its own importance as an attractive entertainment destination.

The marine park is at the beginning of a long-term campaign including TV ads, online videos, and a website highlighting its commitment to caring for orcas, also known as killer whales, in captivity and in the wild.

Crisis comms experts said that it is a long-overdue step by the park in the right direction to take back its control of the narrative and improve its reputation.

Some say that SeaWorld has to go a step ahead and change its business model if it wants to get any hope of winning the fight against its detractors.

The company has seen a dramatic drop in attendance and revenue after the 2013 release of the documentary Blackfish, positioned as an expose of SeaWorld's treatment of marine life, which was broadcast on CNN.

It was found that stock price of the company dropped 60% since the release of the documentary.

On the other hand, PETA, one of its most outspoken opponents, is conducting an aggressive campaign called SeaWorld of Hate, which includes a website, social media, and celebrity endorsers.

It has been found that the organization has even joined hands with mom-to-be and former model and actress Marisa Miller on an ad in time for Mother's Day that uses the provocative headline, 'SeaWorld: Separating babies and mothers since 1970'.

Jonathan Bernstein, president of Bernstein Crisis Management, said that the park needs to learn that holding animals in captivity for making perform is no longer acceptable in eyes of a growing number of consumers.