Download - Exxon Valdez Crisis Communication
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GxxnjSkmfgzHrososHniiujohktonj\mkj
Ikron Fgmm%Nssn
V`ursfky- Cgdrukry 4;- 4<;8
7/23/2019 Exxon Valdez Crisis Communication
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GxxnjSkmfgz2Hrosos
Hniiujohktonj\mkj
;
XuiikryncGvgjt
V`g Gxxnj Skmfgz nom spomm os njg nc t`g wnrmf‟s mkregst `uikj‐hrgktgf gjvornjigjtkm foskstgrs oj t`g
`ostnry nc t`os pmkjgt* Oj tntkm t`g Gxxnj Skmfgz gjfgf up spommoje ;; iommonj ekmmnjs nc hrufg nom ojtn t`g
\rojhg Uommoki Xnujf (WX Gjvornjigjtkm \rntghtonj Kegjhy- 4<;;/* V`g fgvkstktonj wks cgmt cnr ygkrs
kctgr kjf hnjtojugs tn dg cgmt dy dnt` t`g mnhkm rgsofgjts kjf t`g kjoikms movoje oj t`g gjvornjigjtkmmy
oipnrtkjt krgk*
V`g Gxxnj Skmfgz k ?05 cnnt tkjagr hnjsostoje nc gmgvgj hkren tkjas hkpkdmg nc `nmfoje upwkrfs nc 78
iommonj ekmmnjs nc nom- krrovgf kt t`g Kmygsak Ikrojg Vgriojkm kt ;;28< \I nj Ikrh` 44 tn tkag nj hkren*
Nj Ikrh` 48 kt 72<7 KI t`g tkjagr dgekj mnkfoje nj ots hkren (hrufg nom/ w`oh` wks fnjg ujfgr t`g
supgrvosonj nc H`ogc Iktg Bkigs T* Aujagm kjf wnumf dg hnipmgtgf t`g cnmmnwoje fky*
Ikrh` 48 sgrvgf ks k fky nc rgst cnr t`g rgikojfgr nc t`g stkcc w`n gmghtgf tn trkvgm ojtn tnwj (Skmfgz/-
Hkptkoj Bnsgp` @kzgmwnnf- H`ogc Gjeojggr Bgrry Emnwkao kjf rkfon Nccohgr Bngm Tndgrtsnj wgrg tkag ojtn
twn dy ikrojk pomnt Uommoki Iurp`y* V`g igj krrovgf dkha kt t`g Gxxnj Skmfgz kt 0246 \I w`grg t`gy
mgkrjgf t`gy wnumf dg mgkvoje gkrmogr t`kj nroeojkmmy sh`gfumgf- ks mnkfoje `ks dggj hnipmgtgf gkrmogr
t`kj gxpghtgf- t`os igkj mgkvoje kt ?2<<\I ks nppnsgf tn t`g ;<2<< \I*
V`g hrgw nc t`g Gxxnj Skmfgz `kf hniigjhgf jkvoektonjkm- igh`kjohkm- kjf skcgty tgsts kt 5260 \I- t`g
Gxxnj Skmfgz fgpkrtgf t`g fnha kt ?2;4 \I wot` t`g kssostkjhg nc twn tuednkts kjf pomnt Uommoki
Iurp`y* Hnjtrkry tn Gxxnj hnipkjy pnmohy- Uommoki Iurp`y pomntgf t`g Gxxnj Skmfgz kmnjg- ks Hkptkoj
@kzgmwnnf mgct
t`g
drofeg
kt
?287
\I*
Kt
;;2;<
\I
Hkptkoj
@kzgmwnnf
rgturjgf
tn
t`g
drofeg
ks
pomnt
Uommoki Iurp`y wks fgpkrtoje t`g s`op- Hkptkoj @kzgmwnnf pomntgf t`g s`op kmnjg wot`nut mnnanuts-
kekoj oj vonmktonj nc hnipkjy pnmohy* Hkptkoj @kzgmwnnf rkfongf t`g Sgssgm Vrkccoh Hgjtgr kt ;;247 \I
tn kfvosg t`kt `g wnumf hrnssoje t`g ojdnujf mkjg tn gxot t`g snujf- kjf wks hnjcorigf dy t`g Sgssgm
Vrkccoh Hgjtgr* Kt kpprnxoiktgmy ;;265 t`g s`op hnjtojuoje kt ots nroeojkm spggf hrnssgf t`g ojdnujf
mkjgs oj kj gccnrt tn ioss kjy ohg oj t`g hkjkm*
Jgkrmy covg iojutgs mktgr- t`g s`op wks pmkhgf nj k ”mnkf‐up prnerki’ w`grg t`g spggf nc t`g s`op
wnumf ojhrgksg spggf crni 77 T\I tn 50*5 T\I (t`g s`op‟s cumm spggf/- oiigfoktgmy kctgr t`g s`op wks
pmkhg ujfgr t`g hniikjf nc V`orf Iktg Hnusojs- w`n pomntgf ot kmnjg ks Hkptkoj @kzgmwnnf mgct t`g
drofeg*
Gvofgjhg
dgcnrg
t`g
Jktonjkm
Vrkjspnrtktonj
Xkcgty
Dnkrf
(JVXD/
sueegsts
t`kt
V`orf
Iktg
Hnusojs iky `kvg dggj kwkag cnr ks mnje ks ;0 `nurs*
Nj Ikrh` 46- V`orf Iktg Hnusojs dgekj pomntoje t`g s`op tnwkrfs t`g trkccoh mkjgs1 mnnanut Ikurggj
Bnjgs rgpnrtgf sggoje t`g Dmoe` Tggc moe`t (pohturgf roe`t/ nj t`g stkrdnkrf sofg* V`g s`op `kf froctgf
crni t`g fgsoejktgf h`kjjgm ergktmy kjf `kf dggj pomntgf ckr snut`gkst nc w`grg os s`numf `kvg dggj*
Kt ;42<6 KI t`g s`op rkj kernujf- bust ks V`orf Iktg Hnusojs wks hnjtkhtoje Hkptkoj @kzgmwnnf tn
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rgpnrt t`g mnhktonj kjf trkbghtnry nc t`g s`op*
Wpnj rujjoje kernujf- goe`t nc t`g s`op‟s gmgvgj hkren `nmfs wgrg fkikegf- sgjfoje iommonjs nc ekmmnjs
nc hrufg
nom
spgwoje
ojtn
t`g
\rojhg
Uommoki
Xnujf*
Kt
;4243
KI
nj
Ikrh`
46-
;?0?-
44
iojutgs
kctgr
nroeojkmmy rujjoje kernujf- Hkptkoj @kzgmwnnf rkfongf t`g Skmfgz Vrkccoh Hgjtgr kjf rgpnrtgf t`kt t`gy
`kf ruj kernujf kjf wks spgwoje nom* H`ogc Iktg Aujagm gvkmuktgf t`g s`ops fkikeg usoje k hniputgr
prnerki tn fgtgriojg oc ot wgrg sgk wnrt`- `g fgtgriojgf ot wks pnssodmg- `nwgvgr jnt kfvosgf* Hkptkoj
@kzgmwnnf t`gj dgekj kttgiptoje tn ikjnguvrg t`g s`op ncc nc t`g rggc- w`oh` hnjtojugf ujtom ;26;
w`gj `g gjfgf `os kttgipts tn rginvg t`g s`op crni t`g rggc*
Oj tntkm ;<*0 iommonj ekmmnjs nc hrufg nom wnumf dg fuipgf ojtn t`g snujf- wot` inrg t`kj ;-<<< iomgs nc
hnkstmojg kccghtgf*
V`g suiikry nc gvgjts kdnvg wks hrgktgf usoje t`g X\OMM V`g Urgha nc t`g Gxxnj Skmfgz k rgpnrt
hniiossonjgf dy t`g Xtktg nc Kmksak t`rnue` t`g Kmksak Nom Xpomm Hniiossonj*
V`g gvgjts wgrg hmgkrmy t`g rgsumt nc k ckomurg t`g cnmmnwoje hnipkjy pnmohogs kjf prnhgfurgs* @kf
pnmohogs kjf prnhgfurgs put oj pmkhg tn kvgrt suh` foskstgr dggj cnmmnwgf t`g foskstgr moagmy wnumf `kvg
jgvgr `kppgjgf* V`grg wks k hnidojktonj nc dnt` pomnt grrnr- mkha nc nvgrsoe`t- kjf cktoeug w`oh`
tnegt`gr hrgktgf t`g pgrcght stnri cnr k foskstgr suh` ks t`os njg (Kmksak Nom Xpomm Hniiossnoj- ;??</*
Gxxnj‟sTgspnjsg
Gxxnj‟s rgspnjsg tn t`g trkegfy oj t`g \rojhg Uommoki Xnujfs- t`g ernujfoje nc t`g Gxxnj Skmfgz `ks
mnje dggj sggj ks t`g gxkipmg nc k ckomurg oj Hrosos Hniiujohktonj* V`os ckomurg egjgrktgf dkf dmnnf
kinje t`g pudmoh kjf Gxxnj ks wgmm ks t`g gjtorg Eks Frommoje Ojfustry- pnssodmy kccghtoje cuturg
gxpmnrktonj (;?0?/*
Hrosos hniiujohktonjs os hgjtgrgf nj prgvgjtoje t`g hnipkjy nr nrekjozktonj crni `kvoje hnjsuigrs
mnsg hnjcofgjhg oj t`gor prnfuht kjf nrekjozktonj* Khhnrfoje tn Sojhgjt Hnvgmmn‟s Horhmg nc \udmoh
Hnjcofgjhg rgquorgs twn ikbnr hnipnjgjts- t`g corst dgoje trust- t`g sghnjf hrgfodomoty* Vn gjsurg ynu
pnrtrky t`kt ynu krg trustwnrt`y- ynu `kvg tn s`nw hkroje- gipkt`y- `njgsty- kjf npgjjgss* Vn gjsurg
hrgfodomoty ynu iust s`nw t`g nrekjozktonj `ks hniiotigjt- fgfohktonj- hnipgtgjhg- kjf gxpgrtosg*
Wsoje t`os
crkigwnra-
t`g
Gxxnj
Skmfgz
trkegfy
kjf
Gxxnj‟s
rgspnjsg
tn
ot
womm
dg
gxkiojgf*
Oipnrtkjt tn gvgry hrosos hniiujohktonj pmkj os t`kt t`g rgspnjf quohamy kjf `njgstmy tn eovg rgkmostoh
kjf khhurktg prgfohtonjs nc `nw t`ojes womm prnhggf crni stkrt tn cojos`* Ot kmmnws t`g nrekjozktonj tn egt
t`gor ojcnriktonj nut- rkt`gr t`kj rgmyoje nj t`g igfok tn ojcgr ojcnriktonj* Ot kmsn kmmnws t`g
nrekjozktonj tn sggi ks t`nue` ot‟s oj hnjtrnm nc t`g sotuktonj (Hkrjgy- gt km*- ;??8/* Gxxnj‟s corst igfok
rgmgksg dy spnagspgrsnj Fkvof \kros` wks nj Ikrh` 47- ;?0?- k fky kctgr t`g ernujfoje nc t`g Gxxnj
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Skmfgz* Xnig wnumf kreug t`kt t`os fgmkygf rgspnjsg hkj hkusg pgnpmg tn sgkrh` cnr snurhgs nc
ojcnriktonj- kjf ikags t`g hnipkjy kppgkr ot os `ofoje snigt`oje*
V`g ojotokm
rgspnjsg
crni
Gxxnj
wks
jnt
njmy
mktg-
dut
ot
kmsn
mkhagf
tn
npgjjgss
kjf
`njgsty
gxpghtgf
crni nrekjozktonjs oj toigs nc hrosos- gspghokmmy w`gj t`g ojhofgjt wks hkusgf snmgmy dy t`gor
ojhnipgtgjhg nr t`kt nc t`gor gipmnyggs (Gxxnj kjf t`g Skmfgz Khhofgjt2K Ckomurg oj Hrosos
Hniiujohktonj- ;??6/* Gxxnj- t`rnue` Fkvof \kros` ots spnagspgrsnj stktgf t`kt ”t`g hnipkjy fof jnt
gxpght ikbnr gjvornjigjtkm fkikeg’ (X`kdghncc- ;?0?/* Oj t`kt vgry krtohmg- gjvornjigjtkmosts rgduttgf
t`g kssgrtonjs nc t`g hnipkjy forghtmy stktoje- ”t`g spomm wnumf hkusg frkstoh fkikeg tn t`g kdujfkjt
ikrojg mocg’ (X`kdghncc- ;?0?/* V`os kssgrtonj kccghtgf t`g hnipkjy‟s oikeg kjf wks jnt rghgovgf wgmm
dy t`g pudmoh- ot kccghtgf t`gor npgjjgss kjf `njgsty- ks t`gy dnmfmy trogf tn fnwjpmky t`g gccghts t`g
spomm wks enoje tn `kvg* V`os wks k hnipmgtg mog ks wks sggj crni t`g gccght nc t`g spomm- gccghts w`oh` krg
stomm mojegroje 4< ygkrs mktgr (Fgmm%Kinrg- 4<<?/*
Jnt dgoje npgj kjf `njgst kdnut t`g spomm‟s gccght nj t`g gjvornjigjt wks kj ojsurinujtkdmg grrnr
gspghokmmy sojhg t`g hnipkjy `kf hut rgsnurhgs tn t`g tkhtohkm spomm rgspnjsg tgki (Kssnhoktgf \rgss-
;?0?/* Gvgj wnrsg- w`gj njg nc t`g hnipkjogs wks hnjtkhtgf rgekrfoje t`g rgfuhtonj `g rgcutgf t`gi
stktoje ”`g `kf jn ajnwmgfeg’- kekoj wnrsgjoje t`g pudmoh hnjcofgjhg (Kssnhoktgf \rgss- ;?0?/* Fkys
mktgr kctgr rgmgksoje ojcnriktonj iojoiozoje t`g gccght nj t`g gjvornjigjt- Gxxnj rgvgrtgf stktoje t`kt
t`g gjvornjigjtkm gccghts wgrg enoje tn dg mkregr t`kj kjtohopktgf* Ks nc Ikrh` 4?- ;?0? oj t`g Jgw
_nra Voigs- Gxxnj wks hnjhgfoje t`kt ot wks enoje tn dg ujkdmg tn hnjtkoj t`g spomm (Gxxnj Hnjhgfgs ot
Hkj%t Hnjtkoj Inst nc t`g Nom Xpomm- ;?0?/*
V`g
nrekjozktonj
ckomgf
tn
kpprnproktgmy
cnhus
ots
kttgjtonj
tn
snmvoje
t`g
ikttgr
kjf
hmgkjoje
up
t`g
spomm
ks nc Ikrh` 4?-;?0? mnhkm cos`grikj kjf stktg nccohokms wgrg tkaoje t`g mgkf rnmg oj t`g hmgkj‐up (Gekj-
;?0?/* V`g pudmoh vogwgf t`os ks k hnipkjy‟s rgmuhtkjhg tn khhgpt kjy nc t`g rgspnjsodomoty nc t`g
ojhofgjt kjf curt`grgf dy t`gor ojkhtonj tn hmgkj ot up*
Ks t`g foskstgr hnjtojugf tn ujcnmf t`g hnipkjy `kf k s`octoje pronroty- ks t`gor kttgipts tn iojoiozg
t`g foskstgr `kf ckomgf- t`gy t`gj kttgiptgf tn pmkhg ckumt nj snig nc t`gor agy gipmnyggs w`omg
kvnofoje khhgptoje kjy dmkig* V`g hnipkjy s`octgf t`g dmkig tn Hkptkoj @kzgmwnnf hmkoioje t`kt `g
wks kj kmhn`nmoh cnr t`rgg ygkrs- dut ojsostgf t`kt kmhn`nm kjf frues krg prn`odotgf crni t`gor s`ops
(X`kdghncc- ;?0?/ *
Gxxnj kttgiptgf
tn
kmsn
fgcmght
dmkig
dy
khhusoje
rgf
tkpg
ks
t`g
rgksnjs
t`g
hnipkjy‟s
rgspnjsg
wks
fgmkygf* V`gy kssgrtgf t`kt t`gy rgquorgf kpprnvkm tn dgeoj usoje fospgrskjts kctgr t`g nom spomm- `kf t`gy
`kf suh` kut`nrozktonj t`g hmgkj‐up wnumf `kvg dggj ckr inrg rkpof* V`os kttgipt tn fovgrt
rgspnjsodomoty wks cnomgf dy t`g ckht t`kt t`g vkronus stktg fgpkrtigjts rgspnjsodmg fosiossgf t`os jntonj
stktoje t`grg ks kmrgkfy kut`nrozktonj eovgj (Tgutgrs- ;?0?/*
V`g hnipkjy‟s hrosos hniiujohktonj pmkj mkha k juidgr nc t`ojes- ot mkhagf k hmgkr kjf hnjhosg agy
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igsskeg- ot kmsn ckomgf tn gjhnipkss t`g hnipnjgjts nc Hnvgmmn‟s Horhmg nc \udmoh Hnjcofgjhg* Gxxnj wks
dgoje vgry ojforght oj t`gor fgkmoje wot` t`g ossug- dy dmkioje pgnpmg kjf nt`gr fgcohogjhogs ks k rgksnj
cnr t`gor pnnr rgspnjsg* V`g ckht t`kt t`g prndmgis wot` t`g hrgw kjf t`g npgrktonjs wgrg dghkusg t`gy
hut t`g hrgw sozgs ks wgmm ks t`g cujfoje cnr t`g rghnvgry gccnrts* Dy `kvoje k hnjtojukmmy h`kjeoje
igsskeg ot kmsn rgfuhgf t`g pudmoh‟s trust oj Gxxnj ks ot wks ujkdmg tn foshgrj w`kt iky `kvg dggj k
trug rgksnj crni ”kjnt`gr gxhusg’* V`g Ukmm Xtrggt Bnurjkm suiigf up Gxxnj‟s hrosos hniiujohktonjs
ks ”Hmgkjup hrgws wgrg mktg nj t`g shgjg- kjf gkrmy pudmoh‐rgmktonjs gccnrts wgrg sagth`y kjf
ujojcnrigf kt Gxxnj%s ikoj W*X* nccohgs* ” (Dgjjgtt- gt km*- ;?0?/
HrososHniiujohktonj\mkj2GxxnjSkmfgz
HrososOssugsXtktgigjt
V`g Gxxnj Skmfgz supgrtkjagr `ks ernujfgf oj \rojhg Uommoki Xnujf jgkr t`g Eumc nc Kmksak* V`g
supgrtkjagr `ks dgeuj spgwoje hrufg nom ojtn kj gjvornjigjtkmmy sgjsotovg krgk*
Ndbghtovgs
;* Vn vogw t`g nrekjosktonj ks k hnipkjy fgfohktgf tn pgnpmg- hniiujoty- kjf pmkjgt*
4* \rnvofg t`g pudmoh wot` t`g ojcnriktonj kdnut `nw Gxxnj os fgkmoje wot` t`g foskstgr- s`nw
t`gi t`kt Gxxnj os hkpkdmg nc fgkmoje wot` t`g foskstgr- kjf ojstom hnjcofgjhg*
8* Vn prnvofg hnipgjsktonj- sgrvohgs- kjf kssostkjhg tn kmm t`nsg kccghtgf dy t`g foskstgr- ojhmufoje
mnhkm kjoikms*
6* Hnipmgtg k cumm ojvgstoektonj ojtn t`g ojhofgjt- gstkdmos`oje w`kt `kppgjgf- w`n oc kjynjg os kt
ckumt kjf w`kt hkj dg fnjg oj t`g cuturg tn kvgrt suh` foskstgrs*
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HrososHniiujohktonjsVgki
AgyXpnagspgnpmg
Fkj Hnrjgtt t`g prgsofgjt nc Gxxnj Kmksak womm dg rgspnjsodmg cnr ikaoje kmm t`g stktgigjts tn t`g
igfok ks wgmm ks dgoje t`g hnjtkht pgrsnj cnr t`g tnwj `kmm*
Fkvof \kros` t`g Gxxnj Unrmfwofg spnagspgrsnj womm dg rgspnjsodmg cnr kjswgroje kmm qugstonjs crni
t`g igfok- rgekrfoje egjgrkm dusojgss kjf npgrktonjs*
Crkja Okrnsso t`g prgsofgjt nc Gxxnj X`oppoje Hnipkjy womm dg rgspnjsodmg cnr kjswgroje kjy kjf kmm
tgh`johkm qugstonjs rgekrfoje t`g hmgkj‐up- w`kt wgjt wrnje- kjf prnergss nc t`g hrosos*
HrososOjcnriktonjMne
Dnt` t`g Igfok Mokosnj kjf t`g Hotozgj Ojquory Nccohgr womm dg rgspnjsodmg cnr commoje nut k hrosos
hniiujohktonj mne ks cnmmnws2
Fktg
kjf
Voig
Hnjtkht
Vypg
(Envgrjigjt-
Tgsofgjt- Xtkag`nmfgr
gth*/
Xudbght
Ikttgr.Ojquory
Cnmmnw‐
Wp
V`os Hrosos Ojcnriktonj Mne womm dg usgcum oj injotnroje t`g pudmoh‟s ujfgrstkjfoje nc t`g hrosos ks wgmm ks
trkhaoje igfok‟s qugstonjs* V`os os usgcum oj t`kt t`gsg hnjhgrjs hkj dg kffrgssgf oj prgss hnjcgrgjhgs
Gigregjhy Ojcnriktonj
Nccohgr
\udmoh Ojcnriktonj
Nccohgrs
Ojcnriktonj
Vrkhagrs
Hotozgj Ojquory Nccohgr
Igfok Mokosnj
Xpnagspgrsnj(s/
Ojtgrjkm . Xtkag`nmfgr
Hniiujohktonjs
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kjf tnwj `kmm iggtojes*
AgyIgsskegs
;* Gxxnj stkjf hniiottgf tn pudmoh skcgty kjf rgstnroje t`g \rojhg Uommoki Xnujf tn ots jkturkm
dgkuty*
4* Gxxnj womm dg hnjfuhtoje k hnipmgtg kjf t`nrnue` ojvgstoektonj ojtn t`g gvgjts surrnujfoje t`g
ernujfoje nc t`g Gxxnj Skmfgz- ks wgmm ks ojtn t`g gccghtovgjgss nc nur rgspnjsg* Ug stkjf
hniiottgf tn dgoje stgwkrfs nc t`g gjvornjigjt*
8* V`nsg w`n krg kccghtgf dy t`os foskstgr womm dg hnipgjsktgf1 Gxxnj womm jnt kmmnw pgnpmg tn
succgr furoje t`os trnudmoje toig*
6* V`g Nom kjf Eks ojfustry os skcg- t`os os k rkrg gvgjt*
Vkregt Kufogjhg
\udmoh nc Wjotgf Xtktgs spghocohkmmy t`g pgnpmg nc Kmksak kjf t`nsg w`n movg kjf rgmy nj \rojhg
Uommoki Xnujf cnr t`gor movgmo`nnf*
Mnhkm Dusojgssgs
\nmotohokjs (Mnhkm- Xtktg- kjf Cgfgrkm/
Tgeumktnrs (Gjvornjigjtkm \rntghtonj Kegjhy- Jktonjkm Nhgkjoh kjf Ktinsp`groh
Kfiojostrktonj- WX Hnkst Eukrf- Mnhkm \nmohg- Corg kjf \udmoh @gkmt`- Fgpkrtigjt nc Cos` kjf
Ekig/
V`g pudmoh
spghocohkmmy
t`nsg
w`nsg
movgmo`nnf
os
forghtmy
oipkhtgf
dy
t`g
ujcnrtujktg
khhofgjt
oj
\rojhg
Uommoki Xnujf krg enoje tn dg `gkvomy kccghtgf- gspghokmmy t`nsg wnraoje oj t`g cos`oje- trkppoje kjf
euofoje ojhofgjts* Ug `kvg tn dg hnjshogjhg nc t`g ckht t`kt t`grg os k mkreg jktovg pnpumktonj w`nsg
humturg kjf movgmo`nnf rgmogs nj t`g womfmocg oj t`g \rojhg Uommoki Xnujf kjf womm dg kccghtgf
fgtroigjtkmmy dy t`g nom spomm*
Tgeumktnrs krg enoje tn dg kssostoje Gxxnj oj t`g hmgkj‐up ks wgmm ks hnjfuhtoje kj ojvgstoektonj ojtn t`g
hkusg nc t`g spomm* V`os womm igkj t`kt wg womm `kvg tn prnvofg ojcnriktonj kdnut t`g ojhofgjt ks wgmm ks
nur pnmohogs kjf npgrktonjs* Xnig ioe`t sueegst t`kt wg kttgipt tn hnvgr ot up dut umtoiktgmy t`g trut`
womm hnig up kjf hkusg ergktgr rgputktonjkm mnss* Kt t`os pnojt wg jggf tn khhgpt nur mnssgs kjf dg npgj
kjf `njgst
wot`
t`g
pudmoh
kdnut
nur
humpkdomoty*
Ot
os
oipnrtkjt
tn
rgigidgr
t`kt
nom
kjf
eks
ojfustry
rgquorgs gxpmnrktonj ojtn nctgj pudmoh mkjfs cnr nom* Oc t`g pudmoh hkjjnt dg hnjcofgjt oj nur kdomoty tn
npgrktg skcgmy ot womm jnt kmmnw us tn gxpmnrg pudmoh mkjfs*
\nmotohokjs kmsn krg oipnrtkjt ks t`gy krg t`g pgnpmg w`n ojcmugjhg t`g prnhgss nc kj kpprnvkm cnr
gxpmnrktonj kjf umtoiktgmy nom gxtrkhtonj w`grg wg ikag nur injgy* Ug jggf tn hkpturg t`g pudmoh‟s
hnjcofgjhg kjf s`nw t`kt wg hkj kjf fn npgrktg skcgmy kjf t`kt gjvornjigjtkm stgwkrfs`op os
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GxxnjSkmfgz2Hrosos
Hniiujohktonj\mkj
5
oipnrtkjt tn us*
Xtrktgey
Gxxnj‟s rgspnjsg
tn
t`os
spomm
`ks
tn
dg
quoha
kjf
gccghtovg
t`g
nrekjozktonj
jggfs
tn
dg
vogwgf
ks
hnipgtgjt oj fgkmoje wot` t`os hrosos* V`g igfok kjf pudmoh krg enoje tn `kvg prghnjhgovgf jntonjs nc
Gxxnj ks nom spomms krg jgvgr vogwgf ks ennf* V`g oipkht nj t`g mnhkm rgsofgjts os enoje tn dg oiigjsg*
Nom spomms egjgrkmmy hkusg fgvkstktonj tn t`g mnhkm cos`grogs kjf womfmocg ks t`gy `kvg hkshkfoje gccghts*
V`os os nc ojhrgfodmg oipnrtkjhg oj t`os shgjkron ks t`g rgsofgjts nc t`g krgk krg mkregmy gipmnygf oj t`g
cos`oje- trkppoje- kjf tnurosi ojfustry* U`kt‟s gvgj inrg oipnrtkjt os t`kt wg rghnejozg t`kt k mkreg
pnrtonj nc t`g oj`kdotkjts krg jktovg kjf pkrtohumkrmy vumjgrkdmg*
Gxxnj iust corst rgkh` nut tn t`g gxtgrjkm stkag`nmfgrs t`g rgeumktnry kegjhogs t`nsg dgoje projhopkmmy
t`g WX Gjvornjigjt \rntghtonj Kegjhy- t`g WX Hnkst Eukrf- t`g Jktonjkm Nhgkjoh kjf Ktinsp`groh
Kfiojostrktonj- t`g
Xtktg
Fgpkrtigjt
nc
Cos`
kjf
Ekig
kjf
t`g
mnhkm
kut`nrotogs*
Gjekeoje
t`gsg
stkag`nmfgrs tn fgvgmnp k pmkj tn hmgkj‐up t`g foskstgr kjf inrg oipnrtkjtmy tn t`g Hrosos
Hniiujohktonj \mkj wks tn injotnr t`g prnergss nc t`g hmgkj‐up w`oh` womm t`gj dg prnvofgf tn kmm t`g
stkag`nmfgrs*
V`g nvgrkmm strktgey womm dg tn gjekeg nur stkag`nmfgrs kjf prnvofg ojcnriktonj- gjsurg t`kt t`gy
ujfgrstkjf w`kt os enoje nj- kjf `nw wg krg rgigfyoje t`g sotuktonj* Cnmmnwoje t`g hmgkj‐up kjf
rgigfoktonj wg womm hnjfuht k t`nrnue` ojvgstoektonj gjekeoje nur stkag`nmfgrs tn fgtgriojg t`g hkusg
nc t`g hrosos* Ug womm kmsn ojvgstoektg `nw tn prgvgjt t`os crni `kppgjoje oj t`g cuturg tn cnhus t`g
pudmoh‟s kttgjtonj nj nur kdomoty tn npgrktg skcgmy prgvgjtoje t`gsg ojhofgjts oj t`g cuturg* Ug womm kmsn
gjekeg nur
stkag`nmfgrs
tn
prnvofg
hnipgjsktonj
cnr
t`gor
mnssgs*
V`g dgst strktgey cnr Gxxnj tn oipmgigjt os t`g cnreovgjgss strktgey- w`grgdy t`gy womm khhgpt cumm kjf
hnipmgtg rgspnjsodomotogs cnr t`g hrosos t`kt trkjsporgf kjf fgkm wot` t`g hmgkj‐up- rgigfoktonj kjf
hnipgjsktonj* V`g ossug rgikojs t`kt Gxxnj stkcc ckomgf tn prnpgrmy cnmmnw prnhgfurgs w`oh` mgf tn t`g
ujcnrtujktg gvgjt* Ot ioe`t dg sueegstgf t`kt usoje t`g syipkt`y strktgey tn frkw kttgjtonj tn t`g ckht
t`kt hnipkjy cgmm vohtoi tn k hnupmg nc ojhnipgtgjt gipmnyggs* V`g rgksnj t`g cnreovgjgss strktgey os
prgcgrkdmg os dghkusg ot kmsn kmmnws t`g nrekjozktonj tn fgkm wot` t`g ckht t`kt t`grg wgrg huts tn t`g nom
spomm hmgkj‐up tgkis1 snigt`oje w`oh` womm `kvg kj gccght nj nur kdomoty tn fgkm wot` kjf rgspnjf tn t`g
spomm*
OjtgrjkmHniiujohktonjs
Ks pkrt nc t`g prnhgss ot os kdsnmutgmy gssgjtokm t`kt ojcnriktonj dg sgjt tn kmm t`g gxghutovgs oj t`g
dusojgss- prnvofg t`gi wot` trkojoje rgekrfoje t`g ojhofgjt kjf `nw tn kjswgr t`g qugstonjs* K ckumt nc
t`g nrekjozktonj os t`kt ojcnriktonj wks jnt rgmkygf tn hnrpnrktg `gkfqukrtgrs (Xikmm- ;??;/* Gxxnj WXK
`gkfqukrtgrs wks jnt kdmg tn prnpgrmy fossgiojktg ojcnriktonj tn pgnpmg w`n ojquorgf (Xikmm- ;??;/* Ks
suh` kctgr t`g fkomy drogcoje wot` t`g rgeumktnrs kjf hmgkj‐up hrgw wg womm dg fossgiojktoje ojcnriktonj
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GxxnjSkmfgz2Hrosos
Hniiujohktonj\mkj
0
tn hnipkjy gxghutovgs nc dnt` Gxxnj Kmksak kjf kmsn Gxxnj WXK* Kffotonjkmmy- stkcc womm dg gfuhktgf nj
t`g agy igsskegs `nw tn oipmgigjt t`gi kjf w`grg t`gy hnumf en cnr kffotonjkm ojcnriktonj*
Vkhtohs
FkyNjg
K \rgss Hnjcgrgjhg womm dg `gmf w`grg igidgrs nc t`g igfok womm prnvofgf wot` k hnpy nc t`g hnipkjy
ckhts`ggts- k drogc stktgigjt kdnut t`g h`rnjnmney nc t`g ojhofgjt- kjf prnvofg kjswgrs tn t`g
qugstonjs crni t`g igfok*
K iggtoje wot` kmm t`g rgeumktnry stkag`nmfgrs ks wgmm ks t`nsg ojvnmvgf oj t`g hmgkj‐up- tn cojf nut t`g
prnergss kjf ossugs wot` t`g hmgkj‐up* Wpfktgs womm kmsn dg sgjt tn Gxxnj WXK‟s `gkfqukrtgrs sn t`gy
hkj rgspnjf tn ojquorogs rgekrfoje t`g foskstgr*
Cnmmnwoje t`g iggtoje wot` t`g hmgkj‐up stkag`nmfgrs- k tnwj `kmm womm dg `gmf tn foshuss t`g ossugs wot`
t`g rgsofgjts kjf stkag`nmfgrs* Kt t`os iggtoje wg womm `kvg gxpgrts crni t`g hmgkj‐up stkag`nmfgrs
w`n womm prnvofg t`gor gxpgrt npojonjs kdnut t`g hmgkj‐up kjf `gmp kjswgr kjy qugstonjs*
K hkmm hgjtgr hrgktgf w`n womm dg t`g rgspnjsodomoty nc t`g Hotozgj Ojquory Nccohgr*
FkyVwn
K hmgkj‐up stkag`nmfgr iggtoje womm tkag pmkhg w`grg wg womm gvkmuktg t`g prnergss nc t`g hmgkj‐up*
Wpfktgs womm kmsn dg sgjt tn Gxxnj WXK‟s `gkfqukrtgrs sn t`gy hkj rgspnjf tn ojquorogs rgekrfoje t`g
foskstgr* Wpfktgs womm kmsn dg sgjt tn Gxxnj WXK‟s `gkfqukrtgrs sn t`gy hkj rgspnjf tn ojquorogs
rgekrfoje t`g foskstgr*
K prgss hnjcgrgjhg womm tkag pmkhg kjf t`g igidgr nc t`g igfok womm dg upfktgf ks tn t`g prnergss*
K pudmoh tnwj `kmm womm dg `gmf tn upfktg pudmoh kdnut t`g prnergss nc t`g hmgkj‐up
FkyV`rggtnXgvgj
Fkys t`rgg t`rnue` sgvgj womm rgpgkt ks pgr Fky twn cnr t`g corst wgga wot` k iggtoje wot` t`g
rgeumktnrs rgekrfoje t`g hmgkj‐up- t`gj k prgss hnjcgrgjhg- cnmmnwgf dy k tnwj `kmm iggtoje*
Kctgrt`gCorst Ugga
Kctgr t`g
corst
wgga
t`g
prgss
hnjcgrgjhg
kjf
twn
`kmm
iggtojes
womm
prnhggf
wggamy
nj
t`g
Injfky
nc
gvgry wgga- cnmmnwoje k drogcoje dy t`g hmgkj‐up hrgws kjf rgeumktnry dnfogs*
HnipgjsktonjIggtoje
Njhg Hmgkj‐up os hnipmgtgf t`grg womm dg k cojkm iggtoje wot` t`g prgss nutmojoje hnipgjsktonj kjf t`g
rgsumts nc t`g ojvgstoektonj*
7/23/2019 Exxon Valdez Crisis Communication
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GxxnjSkmfgz2Hrosos
Hniiujohktonj\mkj
?
Vnwj `kmm iggtojes womm tkag pmkhg tn ojcnri t`g pudmoh kdnut prnhgfurg kjf pnmohy rgekrfoje
hnipgjsktonj* V`gy womm kmsn dg eovgj ojcnriktonj kdnut `nw t`gy hkj hnmmght t`gor hnipgjsktonj ks
wgmm ks `nw mnje ot womm tkag*
Wsgnc Vgh`jnmney
Ot os oipnrtkjt tn jntg t`kt t`g Hrosos Hniiujohktonj \mkj wks frkctgf tn tkag pmkhg oj ;?0? kt w`oh`
toig vgry cgw oc kjy snhokm igfok nr hniputgr tgh`jnmney wks kvkomkdmg* @kf t`g hrosos tkagj pmkhg oj
prgsgjt fky t`g Hrosos Hniiujohktonj \mkj wnumf `kvg ojhmufgf inrg snhokm igfok kjf hniputgr
wgdsotgs* Ot wnumf `kvg ojhmufgf njmojg vofgn usoje _nutudg- vortukm tnwj `kmms- ks wgmm ks k qugstonj
sghtonj* Uot` t`kt dgoje skof ot wnumf kmsn ojhmufg injotnroje snhokm igfok tn hkpturg t`g hnipkjy‟s
oikeg tn t`g pudmoh*
Cnmmnw‐Wp
kjf
Gvkmuktonj
Ks t`g Hrosos Hniiujohktonj \mkj ujcnmfs t`grg jggfs tn dg gccghtovg igksurgigjt kjf gvkmuktonj nc
t`g prnerki tn gjsurg t`kt t`g fgsorgf agy igsskegs krg dgoje rghgovgf dy t`g igfok kjf pudmoh kjf
t`kt t`nsg igsskegs krg ujfgrstnnf* Inrg oipnrtkjtmy t`kt t`g hnipkjy‟s oikeg os dgoje prnpgrmy
pnrtrkygf kjf t`kt t`g hnipkjy os sggj ks hnipgtgjt*
V`g cnmmnwoje qugstonjs womm dg ksagf tn gvkmuktg nur khtonjs kjf t`g pmkj2
Igfokkjf\rgss
V`g Ojcnriktonj Vrkhagrs womm prnvofg k rgpnrt nc t`g hnvgrkeg nc Gxxnj kjf t`g hrosos oj Skmfgz* V`g
Ojcnriktonj Vrkhagrs womm dg injotnroje `nw wgmm t`g agy igsskegs krg dgoje pnrtrkygf kjf ujfgrstnnf
ks wgmm ks t`g nutrkeg rgekrfoje t`g ojhofgjt*
V`os injotnroje womm dg fnjg dy wkth`oje VS- rgkfoje jgwspkpgrs kjf ikekzojgs* V`g Hrosos
Hniiujohktonj Mne womm kmsn sgrvg ks k usgcum tnnm ks ot womm kmmnw t`g Ojcnriktonj Vrkhagrs tn injotnr
t`g igfok ojquory*
\udmoh
Vnwj `kmm iggtojes kjf t`g Hrosos Ojcnriktonj Mne womm kmsn prnvofg t`g dksos cnr injotnroje t`g pudmoh‟s
ujfgrstkjfoje nc t`g hrosos ot womm kmsn prnvofg t`g nppnrtujoty tn hrgktg ckhts`ggts tn kffrgss hnjhgrjs
kjf kjy ojcnriktonj ekps t`g iky nhhur* V`g hotozgjs womm kmsn dg prnvofgf k p`njg juidgr tn hkmm cnr
kffotonjkm hnjhgrjs
kjf
qugstonjs
w`grg
ojcnriktonj
womm
dg
kvkomkdmg*
Hmgkj‐WpXtkag`nmfgrs
V`gsg stkag`nmfgrs krg ojhrgfodmy oipnrtkjt ks t`gy prnvofg t`g dgst shogjtocoh kfvohg rgekrfoje t`g
hmgkj‐up ks wgmm ks t`g prnergss nc t`g hmgkj‐up*
7/23/2019 Exxon Valdez Crisis Communication
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GxxnjSkmfgz2Hrosos
Hniiujohktonj\mkj
;<
UnrasHotgf
Kmksak Nom Xpomm Hniiossnoj* ;??<* X\OMM‐V`g Urgha nc t`g Gxxnj Skmfgz (Cojkm Tgpnrt/* Kjh`nrkeg-
Kmksak
2
Xtktg
nc
Kmksak-
;??<*
Kssnhoktgf \rgss* ;?0?* Gxxnj Tgfuhgf Ots Xtkcc nc Nom Xpomm Gxpgrts* Jgw _nra Voigs* Ikrh` 4?- ;?0?- p*
K4<*
Dgjjgtt- Kikjfk kjf Xummovkj- Kmmkjjk* ;?0?* Hrotohs Ckumt H`ogc Gxghutovg nc Gxxnj Nj @kjfmoje nc
Tghgjt Kmksakj Nom Xpomm* Ukmm Xtrggt Bnurjkm* QNjmojgY Ikrh` 8;- ;?0?*
Hkrjgy- K kjf Bnrfgj- K* ;??8* \rgpkrg cnr dusojgss‐rgmktgf hrosgs* \udmoh Tgmktonjs Bnurjkm* ;??8- pp*
86‐87*
Fgmm%Kinrg- H`rostojg* 4<<?* Gxxnj Skmfgz Kjjovgrskry2 4< _gkrs Mktgr- Nom Tgikojs* Jktonjkm
Egnerkp`oh* QNjmojgY Ikrh` 48- 4<<?* QHotgf2 Nhtndgr 8;- 4<;;*Y
`ttp2..jgws*jktonjkmegnerkp`oh*hni.jgws.4<<?.<8.<?<848‐gxxnj‐kjjovgrskry*`tim*
Gekj- Voint`y* ;?0?* Cos`grigj kjf Xtktg Vkag H`kreg Nc Gccnrts tn Hnjtrnm Kmksak Xpomm* Jgw _nra
Voigs* Ikrh` 4?- ;?0?- p* K;*
Gxxnj kjf t`g Skmfgz Khhofgjt2K Ckomurg oj Hrosos Hniiujohktonj* Uommokis- Fkvof G kjf Vrgkfkwky-
Emgjfk* ;??6* ;??6- Hniiujohktonj Xtufogs- pp* 73‐36*
Gxxnj Hnjhgfgs ot Hkj%t Hnjtkoj Inst nc t`g Nom Xpomm* Gekj- Voint`y* ;?0?* ;?0?- Jgw _nra Voigs- p* K;*
;?0?* Nom
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Tgutgrs* ;?0?* Gxxnj Xkys Hmgkjup Kut`nrozktonj wks Mktg* Jgw _nra Voigs* Ikrh` - ;?0?- Snm* 8;*
X`kdghncc- \`omop* ;?0?* Hkptkoj nc Vkjagr `kf Dggj Frojaoje- Dmnnf Vgsts X`nw* Jgw _nra Voigs* Ikrh`
8<- ;?0?- p* K;*
‖* ;?0?* Gxxnj Sgssgm @ots Tggc- Cnumoje Uktgr V`kt Os Toh` oj Ikrojg Mocg2 Mkregst W*X* Vkjagr Xpomm* Jgw
_nra Voigs* Ikrh` 47- ;?0?- p* ;*
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@nw
tn
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k Dommonj
Fnmmkrs
kjf
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k Dmkha
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\udmoh
Tgmktonjs Tgvogw* ;5- ;??;*
WX Gjvornjigjtkm \rntghtonj Kegjhy* 4<;;* Gxxnj Skmfgz* Wjotgf Xtktgs Gjvornjigjtkm \rntghtonj
Kegjey ‐ Gigregjhy Ikjkegigjt* QNjmojgY Bkjurkry 45- 4<;;* QHotgf2 Nhtndgr 43 8;- 4<;;*Y
`ttp2..www*gpk*env.gigregjhogs.hnjtgjt.mgkrjoje.gxxnj*`ti*