Objective
Fineman PR was tasked with creating and implementing an effective communications plan for Westmont College after speculation that students caused the 2008 Montecito fire.
Challenge
Westmont College, a private Christian educational institution suffered significant campus damage during the November 2008 Montecito fire. While all Westmont students, faculty and staff were confirmed to be safe, within 24 hours speculation that students might have inadvertently or negligently caused the fire threatened to harm the college’s reputation.
With Fineman PR’s counsel Westmont College was prepared to present itself as a community and law enforcement resource throughout the fire’s investigation, and was prepared for a range of scenarios. Through effective communications plans, Westmont would secure its place as an integral part of the community: caring, responsible and transparent. At the same time, Westmont was highly concerned for the rights of its students and its own reputation.
Tactics
Strategic communications that:
- Highlighted the school’s victimization in and preparedness for the disaster.
- Laid the groundwork for Westmont to lead and assist relief efforts for both campus and community.
- Prepared school representatives to address a variety of potential investigative outcomes.
- Informed the media and community members that new, reliable information had become available indicating that Westmont students were not involved without contradicting local law enforcement.
Results
- The Los Angeles Times (front page metro section) and Santa Barbara News-Press (front page) published the story of Westmont’s response along with the complete Q&A that the school had posted to its website. One reporter with the Santa Barbara Independent even suggested in an editorial that the Sheriff offer a public apology to the College for the initial lack of detail in its own communications that helped promote widespread community speculation.
- Its earnest response and straightforward approach – even in the midst of uncertainty regarding potential institutional culpability – earned the college the respect and admiration of the community, media, Westmont alumni and other crucial audiences.
