Sport fatality: stakeholder and media management
Coronial inquest following a fatality during a sporting event
POPCOM was called in when a martial arts organisation experienced a fatality during a black-belt grading.
The matter was referred to the Coroner’s Court and the organisation reached out to POPCOM when they started to receive media enquiry from The Daily Telegraph prior to findings being delivered.
Our immediate approach
We immediately assisted the client in developing materials for the press, which were sensitive to the nature of the incident, reflected that we were limited by the ongoing investigation but opened a dialogue so we could remain part of the communication process.
Our next step was to quickly established the likely results and impact of the Coroner’s findings (through consultation with the legal representative). From here we prepared a letter to go out to the stakeholders, providing them with more information – directly from the President. In the communications we included advice for what to say and do when the press calls.
We took a proactive response in the case of The Daily Telegraph, we knew that given the lack of media attention at the time of the incident and the reporter involved, this story would likely make a large headline.
On behalf of the organisation, POPCOM engaged in further conversation with The Daily Telegraph, working to change the angle of the proposed story.
On delivery of Coronial Inquiry findings
We played a reactive role in the handling of all other media enquires.
On delivery of the Coroner’s finding our client was well briefed, had prepared statements that addressed each of the core findings.
We prepared a letter to go to all internal stakeholders from the President, including a link to the Coroner’s findings, advising them of the upcoming tribute article (in The Daily Telegraph) and also the formal statement made to the press.
All materials were prepared with deep sensitivities to the family of the deceased and the people who were present at the time of the fatality.
The letter also included details on who to contact if the press called.
The results
By positioning the fatality as an isolated event, highlighting the organisation as a leader for developing new martial arts safety protocol, and controlling the message through carefully written statements, we were able to successfully support this organisation through this challenging period.
Specifically, we managed to turn what would have been a sensationalist news headline into a tribute piece that appeared on page 8. The article outlined the deep feeling of sadness throughout the community that this fatality occurred, and highlighted the new safety protocols in place.
Through transparency with stakeholders using the materials developed by POPCOM, the organisation continues to have a high level of community and respect.
For more information on this matter, please contact Amanda Lacey +61 418 448 570 or amanda@popcom.com.au.
