PR

As the tragedy at the Sago mine in West Virginia unfolded on our televisions and front pages in January of 2006, I’m certain we all wondered how the story could have become such a terrific example of corporate media-relations bungling. Perhaps I was in the minority thinking the bungling was terrific, but I’m in the media relations business – this mess was going to be a terrific teaching tool to illustrate how not to behave in a crisis. How did such utterly wrong “facts” get released? And why did International Coal Group, the company that owns the Sago mine, let the wrong story spread for three hours before admitting to the real facts – twelve miners were dead. There was only one survivor. Not twelve, as had been joyfully reported by broadcasters and newspapers around the world. There is one primary rule in media relations – never let the story get away from you. International Coal Group violated that rule, and wound up the poster child for corporate blundering. ICG will have “Sago mine disaster” inserted in every story about their company for years to come. The coal industry isn’t known for its safety record – now ICG has the dubious distinction of joining the “worst mining disasters” list. Most business owners, large or small, will never face a media disaster of these epic proportions. They can, however, learn some valuable lessons by being aware of what can happen if you violate that one primary media relations rule – never let the story get away from you. Every company should have a media relations crisis plan – even if you will only end up talking to a community newspaper. Plans for any company should follow these guidelines: 1. Be prepared 2. Tell the truth 3. Establish one point of contact…