A few observations from a PIO perspective:
- The rescuers did a fantastic job! and so did the people handling the communications response to the incident and rescue efforts.
- It was all about the rescue and the miners ... not much else got traction once the decision to close the mine after the rescue was made.
- the decision to provide live feeds from the surface ... but also from down in the cavern where the miners were trapped once the rescue got underway was pure genius ...
- I read that someone said that the world was interested in this story because all humans share the fear of being buried alive ... While we all share that fear ... that's not what made this story so gripping ... this sort of mining accident happens all too frequently in places like China, the Ukraine or Russia ... What made it special ... is TV and social media ... we could all see it, live it ... that's why the world watched ...again the live feeds were genius ...
- the set up at the top of the shaft was also great: you had the shots of the family members waiting in turns: their joy, expectations for all the world to see ... yes it was staged ... but very well staged ... didn't lose any humanity ... again, it allowed the media and the world to focus on the "human" aspect of this ...
- Having the President of Chile there too, was good ... not for grandstanding ... but the guy became the "cheerleader-in-chief" ... and provided a "fatherly" figure to everyone involved ... you could see genuineness in his emotions as he greeted the emerging miners ...
- The live feed on top also showed the determination and spirit of the rescue workers ....it culminated with the singing of the Chilean anthem, led by El Presidente, once the 33rd miner came out of the capsule.
- in the middle of all the engineering and technology involved in the rescue ... whoever came up with the hand-drawn sort of gauge that indicated how far from the surface the rescue capsule was... is a genius ... this anachronistic bit of old wisdom brought another element of humanity to the whole story ... the shots of the families, rescue workers ... were often only made more poignant as spectators and viewers could share in the anticipation whenever shots of the gauge appeared ... brilliant !
some lessons:
- If you can provide a live feed (and it's advisable to do it)... do it
- the whole world is watching ...every incident is local AND global, global AND local ...
- it's not just about the technology ... the people are the heart of the story ... your crisis comms plan should reflect that and guide your response ...
- if the top guy is going to show up (whether corporate or political/elected) he's got to be one of the guys ... his appearance has got to fit: clothing, demeanor, showing compassion and enthusiasm ... is your guy prepared ? does he or she have what it takes ?
- don't forget about families ... their reactions will play a key role in shaping public perceptions of your response ... involve them as much as possible ...
Another observation: did you see all the miners coming out wearing those sunglasses ?
did you see all the stories in today's papers about the manufacturer who donated a couple of dozens of these sunglasses so the minors' eyes wouldn't be damaged?
That kind of good will and positive reaction cannot be bought ... another master stroke there ...
This brings me to a final point: in incidents today, how you deal with volunteers, people who want to help, whether directly or indirectly ... and donations ... is a critical aspect of emergency management ... should be a factor in communications planning and stakeholder engagement.
VIVA CHILE !
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