Most organisations will have a disaster recovery plan in place, appropriate to their undertaking, backed by a communications strategy.  The recent train wreck and subsequent controlled release of vinyl chloride in East Palestine, Ohio, USA, followed by a global media scrum makes us consider aspects which might be included in such a strategy. Information on the accident can be found on at https://www.ntsb.gov/investigations/Pages/RRD23MR005.aspx.  These are also links to the US EPA’s web page for the incident.

Bad news does not get better with time. Immediately appoint a spokesman, someone not involved with the incident, and brief them fully and continuously.  They should not be afraid to admit, anyway initially, that they do not know the answers to questions but should respond as soon as possible. Be consistent. At East Palestine, officials informed citizens that the municipal water was safe to drink and then suggested they should drink bottled water. Be aware that it is not just the messages given but how they are delivered. The BBC reported one resident saying, about the US EPA “I have absolutely no faith whatsoever. The answers they are giving could be true. But they aren’t delivering them in a way that’s going to make anybody feel better.” Understand that others, particularly in these days of social media, may have varying agendas. Stick to the facts, avoid conjecture. Be wary of town hall meetings, but do not ignore them. The rail freight company’s refusal to attend such a meeting resulted in statements such as “They have something to hide. You don’t back out of questions if you know how to answer them”.