2012 PRIA Golden Target Awards
and State Awards For Excellence
Rena Response
ENTRANT
Matthew Watson, Managing Director,
Repute Communications & Associates
CATEGORY
Emergency / Crisis Communication
Executive Summary
The 236 metre container vessel ‘Rena’ grounded on New Zealand’s Astrolabe Reef on
5th April 2011. There was hysteria that the vessel would sink, lose cargo and fuel oil and
cause massive environmental damage.
The campaign took a bold proactive stakeholder management approach to accentuate
the risks and realities of the extraordinarily difficult maritime crisis operation, manage
expectations and limit the chances of SVITZER Salvage suffering reputation damage.
Complicated maritime salvage jargon was shaped into easy-to-understand terms and
backed by concise messages.
Audiences - particularly the media - were fed with candid and regular facts about the
operation. This was done in close partnership with other response parties to ensure
message accuracy, consistency and impact.
A central strategy was highlighting that the salvage team was engaging in dangerous
activities to make a difference, which evoked feelings of support, empathy, appreciation,
respect and even awe for the team.
The approach resulted in the media and other stakeholders focussing on factual
information and understanding that the salvors were doing their best against formidable
odds. It also minimised the chances of the team being attacked for not doing more, even
when inevitable environmental damage occurred.
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Situation Analysis
The Rena was carrying 1,700 tonnes of fuel oil which commenced leaking into the
pristine waters.
There were 1,368 containers stacked on the vessel holding a variety of items including
explosive goods, food and furniture.
Drifting containers would become an obvious navigational hazard.
The vessel suffered serious structural damage on impact, and the front section was pinned
firmly on the reef. Contrary to some uninformed opinions, a refloat was simply unlikely.
Within days high seas pushed the Rena to one side, spilling 88 containers into the bay.
Copious amounts of cargo was set adrift and 350 tonnes of fuel oil leaked, polluting the
bay and causing outrage (Appendix 1).
The striking visual nature of the disaster - dubbed the worst in NZ maritime history attracted global media attention.
Enormous pressure mounted on SVITZER Salvage, engaged to oversee the salvage
operation. Questions were asked as to whether the team could have mobilised quicker
or done things differently to limit environmental damage. People demanded to know
if or when the Rena could be salvaged and what would be done to stop further
environmental damage.
The campaign saw SVITZER Salvage take a lead in calmly,
factually and candidly explaining facts and realities of the
operation. This was to manage expectations by projecting
that everything possible was being done: there were no
‘quick-fixes’ and the operation was likely to be protracted
with many ups and downs (Appendix 2 & 3).
This set the scene for the salvage team to get on with the job
with target audiences behind them.
Cranes in action
Matthew Watson recording Rena images
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Goals and Objectives
The goals were to take proactive control of public messaging to keep audiences
informed, create factual awareness of the operational challenges, generate fair and
neutral coverage and protect SVITZER Salvage from criticism and attack.
The objectives were to:
•
‘Plug-in’ with other parties and agencies involved in the response, supply information
and images and form themes, angles and messages.
•
Break technical information into terms and messages understood by target
audiences.
•
Ensure accurate and streamlined information distribution. •
Utilise SVITZER Salvage’s rich knowledge of emergency maritime response to
•
Articulate that there were no ‘quick fixes’ and that the situation would very likely
develop themes about what should be expected.
worsen.
•
Build a quick rapport with media by offering information and interviews from the
outset, thereby establishing as a fast, foremost, reliable and ongoing source of
credible information.
•
Collect and take striking up-close visuals of the operation to complement the
narrative and messages and reinforce how difficult the circumstances were.
•
‘Humanise’ and build public support for the salvage team – a team taking enormous
risks in dangerous and difficult circumstances;
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Research
Immediate phone and email briefings were undertaken with salvage managers. Maps
and photographs of the vessel and its environment were examined. From this it was
clear that the situation would probably worsen, leaving the salvage team exposed to
uninformed perceptions of poor performance.
A matrix of key media figures was constructed, and contact made to commence early
rapport.
Given the proximity of the grounding to shore, it was determined that media intrusion
by air and boat was likely, despite a media exclusion zone being set. This prompted
a strategy of obtaining frequent photographs and footage of the operation to satiate
media demand for pictures and illustrate the precarious nature of the job. Media outlets
greatly appreciated this and, except for a few zone breaches, stayed away from the
wreck. It also ensured that coverage focussed on the facts of the operation.
Key facts of recent vessel groundings in Australia were extracted so Rena comparisons,
parallels and analogies could be expressed (Appendix 4).
Immediate on-line research into the NZ Government command authority and its media
team was undertaken to create familiarity with media response capabilities and style and
an early knowledge base, given the close-working relationship to ensue.
On-line and phone research was also undertaken into other key stakeholders (e.g. the
vessel owner), and contact lists drafted.
Key messages were devised and agreed.
A media monitoring account was created to allow early identification of reporting trends.
Salvors high on platform
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Target Publics
TARGET PUBLIC: SVITZER Salvage
RELEVANCE:
•
Responsible for salvage
•
Under pressure to deliver an outcome
•
Actions being scrutinised
•
Susceptible to attack and reputation damage •
Must understand the importance of the crisis communications campaign and
adhere to stakeholder engagement protocols
TARGET PUBLIC: MARITIME NEW ZEALAND
RELEVANCE
•
Response coordinator
•
Must ensure the salvage job is conducted expeditiously
•
Key liaison with media
•
Early collaborative relationship required to manage and synchronise information
TARGET PUBLIC: SUPPORT CONTRACTORS
RELEVANCE
•
Actions being scrutinised
•
Poor actions or messaging affects everyone
•
Need for consistent messaging SVITZER Salvage Master Drew Shannon fronts media on NZ Navy vessel Rotoiti
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TARGET PUBLIC: NEW ZEALAND GOVERNMENT (Ministers)
RELEVANCE:
•
Faced immediate criticism: were shipping regulations too lax, enabling the accident
to occur?
•
Political objective to expedite the salvage •
Must understand the realities and complexities
TARGET PUBLIC: MEDIA
•
Key influencer
•
Central to information delivery •
Must understand realities and complexities
•
Hungry for information and images to ‘tell the Rena story’
TARGET PUBLIC: COMMUNITY
•
Anxious about environmental damage
•
Need reassurance that everything possible is being done
•
Need reassurance that they are being listened to
SVITZER Salvage Master Drew Shannon briefing NZ Prime Minister John Key and media
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Communication Strategy
The communication strategy was structured to ensure SVITZER Salvage was recognised
early as a foremost source of information. It promoted keeping audiences informed to
set realistic expectations of what could and couldn’t be achieved. This was to protect
the company from reputation damage, with a coincidental benefit of bolstering the
company’s profile.
Media partnerships were formed quickly with other parties, which came to rely on the
campaign for timely and reliable information (Appendix 5 & 6).
Likely scenarios were examined internally, and, where possible, key messages and
statements drafted in advance (Appendix 7).
It was decided that operational specifics such as timelines should be avoided so as not to
create confusion or false expectations. Questions such as ‘when will you remove the fuel
oil from the Rena?’ were responded to candidly (we have to take things on a minute by
minute, hour by hour basis).
Audiences were advised that the enormity of the task and the challenges of bringing
in equipment and personnel from across the world would make for a steady, time
consuming and at times frustrating operation, where setbacks (such as equipment failure
and weather disruptions) would be frequent.
It was also decided that the worst possible outcomes should be aired to ensure that
audiences understood the dire situation and were prepared for whatever may eventuate.
Repute Communications spearheaded media interview demands on behalf of SVITZER
Salvage, whilst utilising salvors in a sparing manner at media conferences. This was to satiate
demand for salvor expertise and avoid unduly distracting or over-exposing the salvors.
Matthew Watson on location of Rena grounding
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Media outlets were treated on a fair and equal basis. Whilst salvors would speak at
occasional media conferences, they would not participate in one-on-one interviews
(‘exclusives’) as it would have been impossible to accept every interview invitation, and
would have created resentment from outlets denied.
Overall, the strategy focussed on being transparent. Information was passed on as
quickly and frequently as practically possible, giving audiences a sense of inclusion and
assurance that nothing was being hidden.
Given that the wreck was off-limits to the public and media, video and photographic
images were obtained on an almost daily basis, which reinforced the campaign messages,
kept the media focussed on the facts of the operation and built goodwill with the media.
Even the most graphic images of the ship sinking were captured and distributed
immediately, demonstrating that SVITZER Salvage was going above and beyond to
communicate developments with honesty and good faith.
Media monitoring and analysis was essential in terms of gauging reporting trends and
responding to misinformation.
Matthew Watson recording Rena images from NZ Navy Helicopter
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Implementation
Repute Communications commenced swift stakeholder engagement, ensuring that
the theme of the operation being difficult and dangerous was in train early. This was
achieved by providing, at times, up to the minute information about the Rena operation
(e.g. on live radio).
Extensive newspaper, television and radio interviews were conducted.
Media outlets quickly recognised that SVITZER Salvage was being cooperative and could
be trusted as a reliable source of understandable information (Appendix 8 & 9).
Forward planning enabled scenarios to be considered and prepared for. Media releases
were drafted in readiness for several outcomes.
Having a presence at the NZ Government command centre enabled Repute
Communications to plug into multiple response parties and channel timely and accurate
Salvors use cranes to remove Rena containers
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information. This resulted in streamlined and coordinated information reaching target
audiences. For example, SVITZER Salvage participated in a series of briefings with the
local Iwi community, which was distressed by pollution on their traditional waterways.
These briefings enabled facts and realities to be understood.
In response to the public’s sense of fascination about the salvors and their work, senior
salvage figures occasionally participated in other presentations to explain the task,
including a visit to a local primary school. These activities went a long way to humanising
the salvage team and building good will (Appendix 10).
A critical aspect was travelling to the Rena daily by boat and helicopter to capture video
and photographic images for media consumption, and provide swift public updates
on progress (Appendix 11). This kept the media and their audiences focussed on the
operation and further accentuated the campaign messages.
When the rear section of the Rena sank in early January 2012, Repute Communications
captured the
episode on camera, quickly forwarding breathtaking footage and
photographs to the media. It was pointed out that salvors were about to be heli-lifted
onto the vessel moments before the sinking, leaving few in doubt about how difficult
and dangerous the operation really was (Appendix 12).
On occasions, controlled media excursions to the Rena on boats were arranged to give
the media prized ‘up close’ access. This gave journalists opportunities to record their own
images and question salvors on location. It also enabled the salvors to clearly explain
progress (Appendix 13, 14, 15).
Repute
Communications
provided
critical input to daily media messaging,
media event logistics planning and fact
checking. Matthew Watson became a
‘voice’ of the operation, participating in
numerous media interviews to explain
progress (Appendix 16 & 17).
All media calls were logged. Media
coverage was tracked - particularly
social media - which frequently carried
misinformation
requiring
correction
(Appendix 18).
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Budget
CONFIDENTIAL
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Caleb Allison from Newstalk ZB, a radio station in New Zealand, was the most prolific journa
context of the Rena salvage operations. Mr. Allison reported in a neutral and factual way on th
In his articles he quoted the Svitzer spokespersons Drew Shannon, Brian Dale and Matthew
“Salvors working on the Rena cannot confirm whether the ship has broken in two,” was his head
January, adding that this was due to the bad weather.
Results
Natasha Burling (Newstalk ZB), Paul Chapman (The Daily Telegraph), Michele McPher
Genevieve
Helliwell
(bothapplauded
Bay of Plenty
Times)
were each
producing
4 from
articles with mentions o
SVITZER Salvage
was widely
for its efforts
in salvaging
cargo
and fuel oil
Helliwell’s reporting was neutral, quoting Paul van’t Hof in one instance and referring to
the Rena (Appendix
19, 20,story:
21). “They can deploy this [recovery equipment] in the event of a s
capabilities
in another
Criticism of
ofoil”
the(13
salvors
was rare.
Fair, balanced
and neutral
coverage
focussing
onthe fact that a family
release
January).
McPherson
covered
one of the
polemic
issues,
waiting
for
her
property
locked
on
the
container
ship.
McPherson
cited
Matthew Watson d
progress was the norm.
rumour that families would have to pay in order to recoup their belongings: “It is totally wrong to
Notably, the savalge team was collectively nominated for the New Zealand Herald’s 2011
that salvors are going to hang on to people's possessions and ask them to make a pe
‘NZ Person ofto
theget
Year’
22). was quoted (6 December). Another story featured a
repayment
it award
back,”(Appendix
Mr. Watson
crane
barge
that
had
been
organised
Svitzer Singapore.
Media cycles were greatly influenced by thebycommunications
campaign, with messages
and developments reported promptly and with overall accuracy (Appendix 23).
Daily Telegraph’s Paul Chapman referred to spokesman Matthew Watson saying that “the opera
Adverse coverage
was responded
to swiftly,
ensuring
the focus
to progress
extremely
delicate”
(7 October)
and that
the “the
ship returned
had grounded
in with
a ‘very awkward and p
way’”
(13 October).
ZB’s Natasha Burling also picked up the aforementioned issues
the operation
(AppendixNewstalk
24).
locked
containers,
Watson’s
statement
the
matter.
Audiences
worldwide repeating
enjoyed rareMr.
visuals
and insight
to one ofonthe
most
captivating and
complicated
salvage
operations
of recent
history,
creating
appreciation
for the
In
contrast maritime
to Burling,
her
colleague
Alexia
Russell
was
openly criticising
Svizer’s commu
salvors andplay
theirdown
difficult
tasks.
“Salvors
catastrophe
talk” was the title of her story on 6 January. She continued: “B
from
Svitzer
despite
thethat
bad
looming
predictions
the ship will break up in the
Supplied
visualsays
images
reinforced
theweather
achievements
of theand
salvors
were commendable.
days, the vessel is firmly wedged on the Astrolabe Reef.” Earlier reports had been neutral and b
Political offices and government agencies embraced the willingness to work collaboratively,
On
13 October, Russell reflected on Matthew Watson’s warnings: "There is not very much
resulting in itcoordinated
of scenario
public messages
optimism,
looks as ifmanagement
a best case
couldand
by expectations.
trying to at least get the oil off the vessel
working
out what
to do with
theand
vessel
she spilling
break up."
Despite some
350 tonnes
of oil
manyshould
containers
into the Bay, SVITZER
Salvage was acknowledged and applauded for averting far worse outcomes.
The company emerged with strong recognition and respect, creating scope for some
strong advertising andAnalysis
marketing opportunities (Appendix 25).
Favourability
SVITZER Salvage Favourability
Mentions of Svitzer together with Rena
Press and selected online content
Date range: 05 Oct 2011 to 31 Jan 2012
1%
11%
Favourable
Neutral
Unfavourable
88%
Excludes Web content
Total mentions: 462
Analysis by Dow Jones Insight
Coverage was mostly neutral in tone, however there was some subdued and some open criticis
salvage company. 4 documents (1%) included explicit negative comments on Svitzer, 52 do
(11%) were positive.
A 21 October article in the Bay of Plenty Times showed that the slowness of the proces
acceptable for everyone, especially the speed of the fuel removal. “Environment Minister Nick S
he would be ‘a lot more comfortable’ when the rate of oil transfer was about 10 tons per hour,” t
12
Renathe
Response
- Entry
Submission
2012following
said. “Oil salvage too slow, says minister,” titled
same
paper
on the
day. Marit
Evaluation
Media analysis and overall recognition from stakeholders shows that the campaign was
highly successful.
SVITZER Salvage took a bold lead in terms of influencing information and stakeholder
understandings, which resulted in people grasping the risks and realities of the operation.
Despite the Bay or Plenty being severely polluted during the course of the operation and
SVITZER Salvage being subjected to occasional and inevitable criticism, the company
emerged from the crisis with its reputation intact and its brand enhanced (Appendix 26).
Word Count 2132 Rena broken in two on reef
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Supporting Documentation
• Appendix B: Supporting Material
Appendix 1
- Bay of Plenty Times: ‘ Rena Anger Boils Over‘ (See Media Coverage)
Appendix 2
- TVNZ News Story: Interview with Matthew Watson (See Media Coverage)
Appendix 3
- ABC News Australia / Radio Australia: Interview with Matthew Watson (See Media Coverage)
Appendix 4
- Radio NZ Checkpoint Program: Interview with Matthew Watson (See Media Coverage)
Appendix 5
- Email of thanks from MNZ Communications Manager (Confidential)
Appendix 6
- Letter of thanks from LOC Salvage Director (Confidential)
Appendix 7
- Draft media release re Rena sinking (Confidential)
Appendix 8
- Email of thanks from Newstalk ZB (Confidential)
Appendix 9
- Email of thanks from New Zealand Herald (Confidential)
Appendix 10 - Bay of Plenty Times: ‘Pupils Get Rena Lowdown From Salvage Bosses’ (See Media Coverage)
Appendix 11 - NewstalkZB online: ‘First Container Removed From Rena’ (See Media Coverage)
Appendix 12 - TVNZ News: ‘Rena Stern Sinks’ (See Media Coverage)
Appendix 13 - Photo of SVITZER Salvage Master Drew Shannon briefing media on location (See Media Coverage)
Appendix 14 - TVNZ News Story: media excursion to Rena / Drew Shannon Interview (See Media Coverage)
Appendix 15 - Weekend Herald: ‘Creeks, Groans and Grinding Steel’ (Drew Shannon and Matthew Watson interviews) (See Media Coverage)
Appendix 16 - Lloyds List DCN: SVITZER Requires all its expertise as it takes on the
Rena Salvage (Feature interview by Matthew Watson) (See Media Coverage)
Appendix 17 - AAP: ‘Rear Section of Rena Writhing in Sea’ (See Media Coverage)
Appendix 18 - The Jackal: ‘Was Rena Pushed’? (See Media Coverage)
Appendix 19 - Bay of Plenty Times: ‘Rena Celebration – Oil is Off,
Now for the Containers’ (See Media Coverage)
Appendix 20 - Sunday News: ‘Praise for Salvors’ (See Media Coverage)
Appendix 21 - New Zealand Herald: Cartoon (See Media Coverage)
Appendix 22 - New Zealand Herald: ‘Spotlight on NZ’s Inspirational Heroes /
Dangerous Work Demands Best’ (See Media Coverage)
Appendix 23 - Dow Jones Media Analysis (Confidential)
Appendix 24 - SVITZER Salvage media release (See Media Coverage)
Appendix 25 - Port News Maritime NZ advertisement (See Media Coverage)
Appendix 26 - SVITZER Salvage thank you letter (Confidential)
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