Bill Wohl, corporate PR veteran of H-P, SAP and DuPont, told Bloomberg TV Oct. 1 that Carnival Cruise Lines has taken a "number of positive steps" since the embattled company installed a new CEO last month, but its recent ad campaign is off base.

"I think the public has some very serious and appropriate questions right now about the safety of cruising in general," he said.

Wohl said Carnival would be better off spending those "valuable ad dollars" to directly communicate with its customers that "they're making significant investments in safety and engineering changes to assure that customers will return from their cruises healthy, happy and safe."

Wohl now runs Wohl Communications in Philadelphia.