Case Study_Sago Mine Tragedy

Jennifer Chiang09/30/13

SAGO MINE TRAGEDYHow a game of ‘whisper down the coal mine’ ricocheted around the world.

DO YOU KNOW THIS GAME?

ICG (International Coal Group)

The company produces coal from mainly northern, central Appalachia (Kentucky, Maryland, Virginia, and West Virginia), and from the Illinois Basin totaling to about a dozen mining complexes.

International Coal Group sold their low-sulfur steam coal mainly to electric utilities, and sold their metallurgical coal to steelmakers.

The president and CEO is Ben Hatfield.

WHAT ABOUT THE COMPANY?

Located in the coal-rich hills of Tallsmanville, West Virginia

population: 418 ICG purchased Anker

Coal Group, Inc. (the original owner of Sago) and gained ownership of Sago mine in November 2005.

MSHA’s major concerns at that time were the accumulation of water and roof conditions.

WHAT ABOUT SAGO MINE?

WHY DID THIS ACCIDENT GRAB PUBLIC’S ATTENTION?

Coal mine disasters attract the most media attention because of scenes showing nervous families waiting for news during dramatic rescue attempts.

The miscommunication between the rescue team and the command center caused the mass media to misreport the story.

The emotional pain caused by the miscommunication

Awaking public awareness of Mine Safety Issues

Date: 01/02/2006 6:26 a.m. Location: Sago Mine (in Sago, West Virginia)Fatality: 13 coal miners were trapped. 12 were later found to have died, and only 1 survivor.

WHAT HAPPENED?

The tragedy started with the thunderstorm that morning…

Jan02

• 6:26 a.m. Explosion• 5:25 p.m. First rescue team enters

Jan03

• 2:40 a.m. Rescue team returns to the surface• 6:22 a.m. Reenter the mine• 5:18 p.m. First miner found dead. No ID.• 11:46 p.m. Command center got 1st report=> “12 miners alive.”• 11:50 p.m. Family heard “leaked” information from Command center

Jan04

• 12:30 a.m. Command center received 2nd report: “ the lone survivor” has arrived. =>Hope: The remaining miners were comatose

• Approximately 2:30 a.m. Family members were told the truth• 9:55 a.m. All miners’ bodies were removed from the mine

Rescue Team:“Found 12 individuals.”

Command Center: “12 people alive.”

Family in church: thought 12 people are alive and safe.

Mass Media: thought 12 people are alive and safe.

General public:thought 12 people are alive and safe.

Leaked

First report

Rescue Team:“We found one survivor”

Command Center: Request police to tell clergy: “the initial information was premature.”

X

Mass media and general public:Still think that 12 people are alive and safe.

Right after the second report

ICG CEO: tell the truth

Two hours after the second report

WHO ARE THE KEY AUDIENCES?

Families &

Friends

Mass Media

ICG employe

es

Miscommunication rescuers <-> command center

Information transferred at least 5 times underground Wearing maskMisinterpretation from the command center

command center <-> mass media/ family membersDid not have official spokespersonMass media collected information from not reliable sourcesFamily members believed “the leaked” information

WHAT ARE THE KEY ISSUES?

Crisis ManagementNo timely and effective crisis/information controlNo crisis management planStandard crisis response procedure ( no

communication team)

THEORIES APPLIED IN SAGO MINE COMMUNICATION PROCESS

Rescue Team

Command

Center

1. Information Acquisition Biased

2. Group Decision-making Errors

Mass Media

Framing

General

PublicsHyper Needle

Hyper Needle

Families

Serial Reproduction Errors

Police

Clergy

A statement from ICG’s web site Partial apology- the delay in notifying family members of

the confirmed dead miners. Excusing- “ There was never any intent to misinform,

mislead or raise false hopes.”

An official statement by ICG’s chairman Partial apology- Show sympathy and regret Compensation Explain their consequence management: cooperate with

government

STRATEGIES ON CRISIS RESPONSE

Framing – highlight their good will, and avoid to mention company’s

weaknesses

Social marketing- Coal Mine Safety issue

Government’s new safety regulations: Electronic tracking of

miners underground Faster emergency

response Storage of additional air

supplies in mines

Arousing the general public’s awareness of mining safety

INFLUENCES AFTER THE SAGO MINE…

"Hi, Deb and Sara. I'm still OK at 2:40 p.m.I don't know what is going on between here and outside. We don't hear any attempts at drilling or rescue. The section is full of smoke and fumes, so we can't escape. I just want you and Sara to know I love you both and always have. Be strong and I hope no one else has to show you this note. I'm in no pain, but don't know how long the air will last."

Thank You! Any Comments?