One of the largest container vessels in the world blocked a critical international waterway for six days impacting a reported $9.5 billion in trade each day. Dramatic imagery and social media propelled the story to the frontpage of media coverage worldwide. The multiple interests involved needed to respond effectively to the media enquiries coming in at a rate of one every four minutes.
Through our network of global offices, the Witt O’Brien’s team provided round-the-clock crisis communications and reputation management support for its client. We developed and delivered regular updates coordinated between the multiple parties which served to establish the vessel’s interests as the accurate source of information about the situation.
Witt O’Brien’s communications team handled more than 1,000 calls while the vessel was in the channel. All media enquiries requiring a response received one in a timely fashion and in the necessary language to protect the reputation of the client. Witt O’Brien’s was so successful in its handling of the crisis that less than 0.1% of the more than 200,000 news articles written about the incident were explicitly critical of the vessel’s interests.