Authenticity in the Face of Crisis

Jon Harmon, a PR Consultant with Force For Good Communcations, wrote a piece in the LA Times about the recent Utah mine tragedy and how CEO Robert Murray managed his role as the face of Murray Energy Corp.
Harmon makes an important point about effective communication in a time of crisis - that the good of genuine authenticity can often help counter the bad influence of mistakes. He writes:

The 67-year-old Murray was in Montana when he got word of the collapse at the mine owned by Murray Energy Corp. He hopped on a private jet and was at the scene within hours, taking command of the rescue operation, providing the media updates. All this was textbook PR in the best sense. The presence of the concerned chief executive on the scene of a disaster has been understood to be essential to successful crisis management since Exxon's CEO infamously took far too long to travel to Valdez, Alaska, in 1989, to take stock of the oil spill that caused one of history's worst environmental disasters.

But after that, Murray broke so many rules of crisis communications he had news anchors, on-air, asking what they'd just witnessed. From his first briefings, Murray angrily denounced the media (seldom a winning strategy) and blamed union organizers for suggesting that the dangerous practice of "retreat mining" had led to the collapse. He blasted environmentalists for their crusade against global warming, calling it an affront to the coal industry and to the American economy.

Crisis communications experts universally panned Murray's rantings as "callous," "damaging" and "not helpful" to the families of the trapped miners.

Murray also insisted that an earthquake had caused the mine collapse, then doggedly held to that theory despite seismologists' conclusions that the tremors were caused by the collapse.

These would appear to be disastrous mistakes, guaranteeing Murray a shot at The-Worst-PR-Gaffe-of-the-Year-Award. Indeed, the following paints a picture of miner's families who have lost faith in Murray:

After three rescuers were killed in a cave-in, Murray dropped out of sight, leaving a subordinate to conduct briefings. A representative for the miners' families said, "We feel Bob Murray has abandoned us." Without any explanation for his disappearance, one could only assume that he was made to understand that his abrasive style did not fit the increasingly grim mood.

In spite of all this, Murray is noted in at least one blog for his candor and refreshing authenticity.

"Despite [Murray's] occasional moments of near-insanity, I suspect he's better liked by the general public than he would be if he'd gone by the crisis communication book," David Murray (no relation) wrote on his public relations blog, Shades of Gray.

In times of crisis, spokespeople should trust in the redeeming power of being authentic. We empathize with the leader who bravely steps up in a time of peril. We readily forgive an unpolished and even shaky presentation -- as long as we feel in our hearts that the spokesperson is being truthful to us, a feeling Bob Murray has not always inspired.

We can recover from mistakes, especially honest ones. But once our credibility comes into question, once our authenticity is compromised, it is a steep uphill-climb to regain the trust of those who experience such a lapse.

PS: I did a web search to find the Murray Energy corporate website. My search string on Google was "Murray Energy Corporation." On the 10th page of search results, I gave up. The first 10 pages were almost ALL links to news stories or blog posts about the Crandall Canyon mine collapse. This reminded me of the story about Dell in my post about Radical Transparency and Authenticity.