Chevron refinery fire provides a lesson in crisis communications
On Monday evening, a small leak at the Chevron refinery in Richmond CA escalated into a series of explosions and a fire that released a plume of toxic smoke over the Bay Area. One of the things that struck me as I was watching the television coverage of the event was an almost complete lack of information being provided to the media. For the hour or so that I watched, the only official source providing information was the director of the County hazardous materials program and he could only speak to the safety precautions that people should be taking and the action that his agency was taking. There was no word from Chevron or from any of the other local government agencies.
The result was what you would expect. In the absence of any credible source, the television reporters were speculating on what they were seeing and interviewing members of the public. While they did a good job of relaying the shelter-in-place order that had been issued, they really could do little more than show video of the fire and plume.
In dealing with crisis, particularly in this age of instant reporting, you have to get your story out immediately, even if it is just a message to confirm that an incident has occurred and that you are investigating. If you do not, the media will begin to speculate on what is happening and what caused it or will contact outside "experts" who will do the same. The result will be inaccurate and may not be in your best interest. Secondly, the media will seek other sources, such as former employees, experts, or members of the public who will also be speculating on the crisis and may have a bias against your organization.
If you want your story told accurately, get the facts out as quickly as you can. Waiting will only create an information vaccuum that will quickly fill with rumor and speculation.