“Livu Aqua Park” is considered one of the largest aqua parks in Baltics. During its activities from very beginning it has made good profit not only for its own business, but also for the city Jurmala, Latvia, in which it is located, as people have to pay for right of entry in Jurmala. Livu Aqua Park has organized different events to promote their activities. This also included public relations activities. Until recently, Livu Aqua Park has not experienced any crisis and therefore, the crisis case that is going to be analyzed in this paper is going to reveal the lack of crisis plan or lack of ability to implement effective crisis communication. As a result of this, Livu Aqua Park has gained negative reputation in public lobby and it is important, because ordinary publics are very sensitive for bad news and ordinary people are the key publics. As a result of this crisis, Livu Aqua Park has also a great loss of profit. …
