Knowing Your Audience

Nicole Mills

BCOM/275

2/27/2012
Mark Trollinger

Knowing Your Audience

Understanding the needs of your audience is always important, but even more vital when dealing with disasters such as the Chilean copper mine collapse in 2010. In a scenario as dire as this, a company must address the families, friends, co-workers of the miners, and the community. Public relations officers must remain composed, polite, empathetic, and optimistic when providing information to the internal and external audience members. Employees will typically become aware of the disaster as it happens. However, family members must be contacted immediately. The family members of the trapped miners should either be contacted by phone or in person, whichever is more viable depending on the number of employees affected and the capabilities of the company. After receiving the devastating news, family and friends should be allowed on site to be provided with support and as many answers as possible. Employees should be provided with information through a channel such as a memo until a meeting can be arranged to answer further questions and address pending concerns. Employees should be provided with more facts and guaranteed that the safety of their co-workers is the company’s number one priority. A support group or counselor should be offered to console family members and co-workers in distress.
Communication Directed Toward Families Family members of the trapped minors would first be contacted by phone. The script would read as follows: Hello Mrs. Rojas. There was an accident at the mine today and your husband was involved. His current condition is unknown. We would like to have you come down to the mine with family members so that we can provide you with more details. We will gather at the site within the hour to address any questions you may have. Thank you. We will see you soon. Once family and friends arrive at the mine, they would be addressed as a group. The president of the company would approach the group in a sympathetic manner but remain cautiously optimistic. It is important that families understand that the company is just as concerned about the well being of the miners as they are. The script would read as follows: I want to thank you all for coming out as quickly as possible. This is a rough time for us all. We all know the risks involved when mining, but there are many safety protocols and controls to keep risks at a minimum. Despite these safety protocols, prior to lunch today there was a collapse in the mine that has trapped an estimated 33 workers. Their condition is unclear at the present moment. However, there is a small amount of supplies kept in the mine in case of a collapse like this. A borehole is being drilled as we speak. This small opening will provide supplies and fresh air to the minors. This will also allow us to make contact with them to find out their condition and send encouraging notes to uplift their spirits in this time of need. After the completion of the small hole, rescuers plan on widening it to approximately 26 inches in diameter to pull the trapped miners out one by one (Parry, 2012). I have full faith that your relatives are in good hands with our rescue team who will be working around the clock to free the men as quickly as possible. However, I have been told that this effort could last up to four months. The cause of the collapse is still unknown; there is an investigation pending that will hopefully provide answers soon. Until then, I assure you we will be doing everything within our power to bring your loved ones home safely as soon as possible. Thank you in advance for your patience, I will answer questions you have to the best of by ability.
Communication Directed Toward Employees A memo would be handed out to all employees. It is top priority to address family members of the trapped miners first, however, the company recognizes the need for employees to be provided with additional information. Memos do not provide the same amount of information as a conference; therefore this measure is only to address the issue immediately with intentions of holding a meeting within the next 24 hours as workers return. Copiapo Mine 5656 S. Azules Way San Jose, Chile
MEMO
To: All Employees
From: President, Sebastian Pinera
Date: Aug 5th, 2010
Subject: Mine collapse traps 33 workers

As many of you know, we have experienced a devastating disaster that has involved 33 of our workers. Prior to lunch this afternoon, the workers were trapped after a collapse occurred. Rescuers are attempting to drill a borehole to provide the workers with supplies and fresh air. Then we will attempt to widen the hole to 26 inches to retrieve each worker individually. It is important that we remain patient and optimistic. I have been notified that this process could take upwards of four months to complete, although we continue to be confident that the hole can be completed much sooner.

There are many unanswered questions; therefore we have implemented a full investigation to find the cause. Until then, it is important that we remain positive and support each other through this tough time. A support group has been put together. Employees may attend the gathering Monday through Friday at 5pm in room C15.

We will have a meeting tomorrow, Aug 6th in the Rojo conference room at 8am to address everyone’s questions and concerns. Until then, please do not provide any information to the public or media. We want to verify all information that is released to the public so we can ensure its accuracy and avoid alarming anyone unnecessarily until we have more information on the condition of the miners and the cause of the collapse. I appreciate you discreetness.

Conclusion After reading more about the collapse that occurred in late 2010, it became evident that the company did a poor job of informing the families of the miners. One article stated that the families became angry. According to “BBC” (2012),” We hope they are all fine, but we are also angry because we have no information about our relatives,” one woman said”(Chile mine collapse traps 34 miners). It was also discovered that the mine did not install a ladder in the ventilation shaft, which would have allowed the workers to escape much earlier. Accidents and oversights happen, but an event such as the collapse of 2010, can close an operation down unless the company reassures the community through genuine apology and effective communication. Understanding the needs of your audience is a key element, especially in dealing with circumstances such as trapped miners.

References
BBC. (2012). Retrieved from http://www.bbc.co.uk/news/world-latin-america-10897327
Parry, W. (2012). Live Science. Retrieved from http://www.livescience.com/11169-chile-collapse-facts-amazing-survival-story.html