Client :  Ranbaxy, Mohali
Scenario

In June 2003, a massive blast at Ranbaxy facility at night killed two people and injured several. The explosion shook the city within a radius of 20kms, and houses within immediate vicinity were also damaged. It was a crisis situation and management was at a loss in handling the media who were not allowed to enter or photograph the facility. The hostile media based its reports from hearsay and was critical of the management. The residents went into agitation move imploring government to close the unit.

Strategy

After two days of extensive negative media coverage, CorePR was engaged and immediately a crisis communication team was put in place. Various stakeholders were prioritized and damage assessment on all fronts was taken.

The first step was to open gates to media people, hold a media briefing, and explaining to them the technical cause for the same.

A detailed brief was prepared for each of the stakeholders along with an action plan with timeline.

A daily release informed the media about action taken to help the residents repair their houses, compensation for those injured and killed in the blast, empathetic gestures of the management towards the injured who were offered best of medical facilities, etc.

Impact

Media became much more understanding and neutral in reporting the management's proactive role in showing its responsibility towards all those affected.


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