July 2013: The Worst Video Media Disaster

By Ray Huntzinger



Reference:

Phillips, B. (2013, July 31). July 2013: The worst video media
disaster. Mr. Media Training. Retrieved on November 14, 2013, from
www.mrmediatraining.com/2013/07/31/july-2013-the-worst-video-media-disaster/

Theme:

The theme of this article was an evaluation of a press conference that
in the opinion of the author went horribly wrong. The press conference
was in relation to the tragic train accident that occurred in
Lac-Megantic, Canada. The incident was Canada's deadliest in almost
150 years, killing more than 40 people and destroying the downtown
area of Lac-Megantic.

Summary:

--The press conference was hosted by Edward Burkhardt, the chairman of
the affected railroad, who seemed to make matter worse throughout the
conference.

--Mr. Burkhardt's first mistake was that he spoke mostly about he felt
rather than extending condolences to those families affected by the
tragedy.

--He failed to show up to the incident until several days afterwards
which did not give the town the impression that he had compassion for
those affected. Furthermore, he hadn't even met with those affected
before the press conference.

--Mr. Burkhardt talked business with the media, including information
on the railways insurance, bankruptcy plans, and legal issues which
were inappropriate for the time; he should have focused on the
families and communities affected.

--He showed little respect for the community and felt he should have
gotten a warmer reception, even though he was several days late.

--He looked like a jerk by coming across with an arrogant demeanor to
both the media and the community.

Application to the lesson topic:

This article provides excellent information on what not to do during a
press conference following a disaster. The article included the actual
press conference that is exactly the opposite of those positive
examples that are included in the class reading/videos. It is
sometimes helpful to learn what not to do to emphasize the positive
behaviors that are emphasized in the lesson.

Application to emergency services:

The article and associated press conference provide great information
for any representative responsible for planning and executing a
productive press conference. Based on the press conference and the
author's assessment, it is obvious that very little planning went into
this press conference. In addition, the speaker, Mr. Burkhardt, seems
to be either uncaring or highly ineffective in providing the press and
public with appropriate information an