Objective
Fineman PR was tasked with setting the record straight, ensuring goodwill in the community and paving the way for continued development opportunities for The Pacific Companies after a tragic explosion.
Challenge
After a tragic and deadly explosion in a rental housing development, the owner/developer The Pacific Companies became the easy target for blame. A local personal injury attorney began recruiting clients for a class action lawsuit, the internet was abuzz with speculation and rumor, and local media were reporting on baseless allegations from residents who appeared to be angling for a monetary settlement. The Pacific Companies’ reputation in the community, among tenants and potential tenants, plummeted.
Tactics
- Communications that emphasize that the company’s  number one priority was the welfare of affected resident.
- Identified and contacted traditional and internet sources spreading misinformation about the incident with the latest accurate information.
- The Henness Flats websites (English and Spanish) updated in a timely manner with new developments and distributed facts, bilingual flyers to residents and held a tenant meeting to address concerns of the residents.
- Client representatives met with authorities to offer their support and full cooperation during the investigation.
Results
- Henness Flats retained the vast majority of its residents, and plans for future developments in the area proceeded without prejudice.
- Associated Press article exonerated The Pacific Companies from any blame and reported that the accident was caused by a grease fire. The Sierra Sun, Tahoe Daily Tribune, Sacramento Bee, North Lake Tahoe Bonanza, San Jose Mercury News), local and regional TV network affiliates (KCOY-CBS, KCRA-Hearst, KRNV-NBC,KVAL-CBS, KOLO-ABC, and online outlets (Examiner.com, LasVegasNow.com, YubaNet.com) also reported the incident in a fair and balanced way.
- The tenor of coverage from the Sierra Sun, a local newspaper that had been historically very negative towards The Pacific Companies, evolved from speculative to balanced and factual. No mention of the previous mold issue was made.
- The Fire District and the Town of Truckee ultimately issued an official letter that praised The Pacific Companies for the way it handled the crisis, and the developer and property manager were lauded at the next meeting of the Town Council.
