NAME ROLL .

NO PRN
JYOTI PRABHA SAHOO B_23 20020441109
MONIKA SHEKADE B_33 20020441148
SHUBHAM KUNDU B_59 20020441263
UDIT SHANDILYA B_67 20020441309
VIRESH B_71 20020441322

Questions for Lac Megantic Train Derailment Putting Out the Fires Case on Crisis Management
1|Page
Q1) Who are the major stakeholders to consider when developing a communication
response? Identify what is important to each of the---------------------------------------------
------------5 Marks
1. The President and CEO of RWI and the Chairman of MMA, Edward
Burkhardt: it was his company’s locomotive that had derailed he was the major
stakeholder.
2. Tom Harding, the train’s engineer- he was the last person to leave the rail
intact and safe, his response was the most useful to prove that MMA employee
had done no fault on his side.
3. Nantes Fire Chief Patrick Lambert: he was an eye witness to a fire in the
engine due to which the engines of the locomotives were shutdown.
4. Two MMA track employees: these were responsible for turning on the engines
to maintain the air pressure for the brakes but failed to do so.
5. MMA dispatcher was contacted: it was his responsibility to visit the site and
make sure that the situation was under control
6. André Gendron- a resident who lived next to the rail yard in Nantes: he was a
key eye witness of movement of the locomotive from static for the first time.
7. A resident of Lac-Mégantic, Alex-Catherine Gagnon- he was the eye witness
of locomotive entering the town in guzzling speed.
8. One of the patrons, Bernard Théberge, had stepped out onto the patio to have
a cigarette and had heard the train coming loud and clear.
9. Firefighters and volunteers were called in from Montreal and the surrounding
areas – they played a major role is evacuating the town before more damage
was done to people by the accident.
10. A fire chief from a nearby town in Maine recalled arriving in Lac-Mégantic: the
blast was not getting under control therefore the chief visited to help.
11. Over 1,000 people had been evacuated from the areas surrounding the
epicenter of Lac-Mégantic: these were the key eye witness of the blast and
were the most devastated ones, some lost their homes too. These were the
most important stakeholder of the entire accident.
12. The Canadian Red Cross set up a temporary shelter at Polyvalent Montignac,
a local high school: it was very quick of the red cross community to help out the
victims and also to provide witness regarding the situation in the town after the
blast.
13. Quebec Provincial Police(head- Pauline Marois) held a news conference:
they were responsible for the safety of the people of their town
14. Colette Roy-Laroche, Lac-Mégantic’s mayor: being the mayor of the town he
had done his part well by warning various municipalities located downstream
from the blast site to closely monitor their water quality.
15. Canadian Federal Transportation Safety Board and Quebec Provincial
Police: these were the two authorities announced they would be separately
investigating the derailment.
16. Prime minister- Stephen Harper- was the prime minister of the country and
was affected because it happened under his government.
Q2) Identify the important points that should be incorporated into MMA’s first public
statement regarding the train derailment-------------------------------------------------------
-------------5 Marks
1. Expressing concern: MMA will be including a message which states the
sorrowfulness for the entire accident and is sympathetic towards the losses
incurred by the entire town to the derailment of the locomotive of their company
carrying the crude oil via their town. The company shall pay respect to the
people who had lost their lives in the accident and condolence to the families
who have lost their loved ones or their property in this accident.
2. Explain corrective actions: MMA should inform that they will be personally
holding up an investigation by forming a task force to find out the entire
scenarios and the people who were at fault for this accident. To find the correct
sequence of the events that took place and caused the destruction. To
investigate and analyse the situation at the town and what level of destruction
took place and what could be done as a help to the towners. It will be including
the concern of pollution of the water bodies in the nearby town similar to the
mayor’s concern. There is going to be a committee to be formed which can
analyse the situation at the town after the help has been received.
3. Provide instructions: MMA chairman's statement will be including the
announcement of the chairman visiting the town and analysing the situation
himself and will be sending search parties to help in locating the missing people.
The major concern was to extinguish the oil fire which was brought under
control. Now with taking ahead of the initiatives that villagers started to find the
missing ones through Facebook, MMA will be allotting a team that would keep
track of the people found or were injured. Also, medical assistance will be sent
in the town for helping the red cross community which has already put-up a
medical camp to help the injured townspeople. People who have returned to
their homes must be provided with fresh drinking water and basic food
necessities. People of the town lac megantic will be requested to cooperate for
the faster revival of the town.
4. Give a justification: MMA would do anything to help the suffered people
whether in monetary form or providing moral, emotional support to the suffered
people of the town. MMA has formed a task force that will be taking care of the
people of the town and find the missing people out there. MMA is very
apologetic about the catastrophe that took place suddenly and affected several
lives living in that town.
5. Provide compensation/ apology: MMA was apologetic on its part for the
massive accident and is going to provide any sort of help possible to the town
for rebuilding the areas that were damaged. Monetary or emotional or moral
support whatever is need will be provided and it would be made sure that town
people face no further inconvenience.
Q3) As MMA President Edward Burkhardt, select a medium and develop a
communication response to the Lac Megantic catastrophe. Be prepared to justify your
medium choice. -------------------------------------------------------------------------------------------
-------------------------------------------------------------15 Marks
The medium of communication response would be- news channels, social media
platforms (Facebook, Twitter, Instagram, YouTube, etc)
Since Lac-Megantic was a large-scale disaster, it not only resulted in the loss of life
but also affected the lives of the people who live nearby, the company should reach
out to the public through several different mediums.
The company should not only conduct a press conference but also communicate a
message of sorrow through social media platforms such as LinkedIn, Facebook,
Instagram, etc. This will show acts as a message to the public that the company cares
about their grieving. Another medium that the company can use for communication is
via new papers.
Medium Justification:
1. Press conference:
Conducting a press conference will act as a direct
message to society, and show that the company in
motion. This will not only give an indirect message
that the company is actively working to find out the
cause of the accident but will also help in
maintaining the public image of the company.

2. Social Media:
Reaching out to the public on social media
shows that the company considers itself answerable
to society and is communicating to society through
social means. This will help in saving the public
image of the company. Nowadays, social media has
become a major medium of communication and a
major platform to discuss the public issue, so the
platforms such as Facebook, Instagram, LinkedIn,
etc, will help in reaching out to a wider public. A
Facebook group was immediately created.

3. Newspaper:
It is important to communicate through the
newspapers, as it is a formal medium of
communication. The newspaper will help in reaching
the public formally about the incident and the
companies view on it. This will help in avoiding the
speculations.
PRESS CONFERENCE SCRIPT-

I, Edward Burkhardt, the chairman of the MMA and CEO of the RWI, have called this
press conference to brief you about the unfortunate catastrophe that has befallen us.
On Saturday, July 6, 2013, at approximately 1:15 a.m., a major explosion occurred in
the residential area of Lac Magantic due to one of our train carrying 7.7 million litres
of petroleum crude oil in 72 Class 111 tank cars. This resulted in the immediate loss
of lives of 5 people and over 40 people are still missing. Properties in the surrounding
area have been obliterated and over 6 million litres of petroleum have been spilled.
The train originated from New Town, North Dakota, and was bound for Saint John,
New Brunswick. Our prima-facie investigation pointed out at slow and steady depletion
of air reservoirs leading to a failure of the brake system. We have formed a Joint Task
Force to investigate the entire matter. Our teams are coordinating with the Canadian
Federal Transportation Safety Board and Quebec Provincial Police to assist them in
their separate investigations. I assure everyone; the culprits will be brought to justice.
We are coordinating with the volunteers and firefighters from the Montreal Fire
Department in rescue operations, although it has been really difficult to rescue due to
the spillage of oil. We understand the loss of life can never be compensated; however,
we will come up with appropriate ex-gratia compensation in due time. We will also help
the local authorities and the Quebec Provincial Government in the restoration of the
affected area. We will come up with another press conference in due time with further
details. That's all for today.

Thank You!