Seastreak Ferry Crashes, But Its Crisis Communications Does Not

I never compiled statistics on this, but it seems as though privately owned businesses are less prepared for a crisis than their publicly traded brethren. But here's a story of a family-owned business in crisis today that seems to be going about things the right way. That's bound to pay off.

Seastreak's ferry from New Jersey to lower Manhattan, Seastreak Wall Street, crashed into a dock this morning, injuring more than 70 people. The National Transportation Safety Board is investigating a cause. As of late this afternoon, it is believed the ferry either developed a mechanical problem, forcing it to strike a buoy and veer into the dock, or that the buoy collision caused mechanical failure.

According to CNN, "This is not the first time that this particular ship has been involved in a crash. Coast Guard records indicate that the same Seastreak ferry in 2009 slammed into a New Jersey dock and tore a 2- to 3-foot gash in the starboard bow of the vessel. A year later, a collision with a dock pile punctured a hole in the port side of the same boat." (http://www.cnn.com/2013/01/09/us/new-york-ferry-accident/index.html?hpt=hp_t2)

 

Today's crash opened another hole in the starboard side. According to Seastreak's website, the company and two sister companies are owned by two families. The founders of the companies are James R. Barker, who acts as the Chairman of Seastreak, and Paul R. Tregurtha, who is the Chairman and CEO of a sister tug towing company. (http://www.seastreak.com/aboutseastreak.aspx)

 

The captain of the boat identified by Seastreak executives was Jason Reimer 36, who joined the company as a deckhand in 1997 after working on fishing boats and who became a captain within three years. He and the other four crewmen wisely "declined to talk to investigators immediately after the crash, referring authorities to their Seastreak-hired lawyers, who arrived at the scene not long after the collision. But Robert Sumwalt, a National Transportation Safety Board member, said investigators plan to interview crew members tomorrow."  (http://www.nypost.com/p/news/local/manhattan/several_injured_in_ferry_crash_ljGasCq4OatH6k3eyqvpZM/0)

 

By then the emotionalism will have died down and the crew can respond calmly and accurately.

 

When reporters were unable to get quotes from Reimer, they had to look elsewhere for good copy. They didn't find any by talking to Reimer's mother and girlfriend, who did nothing to hurt the captain or the company. Margaret Reimer, the captain's mom, told the New York Post she had heard about the accident, "but I haven't been able to speak to my son yet. He's a very good captain. I really think you need to speak to him. He's always been on the water with his father since he was a baby."

 

Jillian Donohue,Reimer's girlfriend, only said, "Physically, he's fine. He has a lot of guidance. The company is sticking by him. He's been with them a long time."

I give a lot of credit to Seastreak for its communications response. A prepared statement replaced its homepage, but links to information about the company were left alone, enabling reporters and others to learn about the company. I want to copy here the statement in full because it provides communicators with an outline of what to say shortly after a sudden crisis.

"Dear Seastreak Riders,

"Our priority continues to be the people who were injured. Right now, we’re working to bring family members to the city and to make other arrangements to help them.

"We want to thank New York City’s emergency responders for arriving on the scene so quickly and helping us attend to those who were hurt. Our thoughts and prayers continue to be with those who were injured.

"We are simply shocked and stunned that this happened. We know passengers rely on us to provide safe transit on our boats - and safety is the number one concern for our company. We are very sorry this accident occurred.

"We are working with the National Transportation Safety Board and Coast Guard to determine what happened. We don’t have those answers yet, but will do whatever we can to find out.


--------------------- "If you are a family or relative of someone who was injured on the boat today and need assistance getting to Manhattan to visit your family member, please call...." And then there are two 800 numbers. (http://www.seastreak.com/)

Seastreak's statement addressed:

1. Concern for victims and their families.
2. Recognition of emergency responders.
3. We are a good company and regret this unusual occurrence.
4. We will fully cooperate with investigators to find a cause.
5. Here's where to call if you need help or have questions.

I just saw a passenger, who happens to be a midtown PR employee, interviewed on CNN. When asked if she was afraid to take the ferry again, she emphatically answered she was not. I expect other regular riders to feel the same way, thanks in no small part to the way Seastreak handled its crisis communications.