he sinking MV
Princess of the Stars is a prime example of how not to go about crisis
management.
Sulpicio Lines, owner of the ill-fated vessel, was definitely
not prepared to manage the situation. To begin with, there is no amount of
mitigation that could possibly give a hopeful tone to the tragedy. Sulpicio
Lines only made matters worse by bungling its corporate response. Its actions
only worsened public anger and damaged its reputation, perhaps irreparably,
through serious policy errors.
Most serious is the appearance that Sulpicio Lines promptly
adopted a policy of immediately trying to minimize its liabilities even to the
point that it was no longer forthcoming. It is either that or the officials of
Sulpicio Lines are deluding themselves into believing that this is one problem
that will go away.
This is best exemplified by the fact that Sulpicio Lines did
not promptly mention that the cargo of the ill-fated MV Princess of the Stars
included, among others, pesticides banned in a lot of countries. Mentioning
that, of course, would have raised a lot of hell outright but what Sulpicio
Lines has coming to it now is far worse than what it would have been with a
little bit of honesty.
Sulpicio Lines cannot deny knowing that the pesticides would
definitely pose a serious health risk to the rescue workers conducting the
search and retrieval operations, should any of these ever leach out of their
containers. In addition, any lawyer would probably advise Sulpicio Lines that
should the pesticides leak out, it could be open to one very expensive and
protracted legal action from the affected communities in the vicinity.
Already, we have reports that fishermen in the affected parts
of Romblon are being prohibited from engaging in their livelihood at a time when
they need cash the most. That is not to mention the steep plunge in market
prices of fish owing to the mistaken belief that it could have been somehow
affected by the MV Princess of the Stars disaster.
Thus, it chose to keep quiet about the presence of pesticides
in the cargo hold notwithstanding the huge implications. And what did Sulpicio
Lines do when the matter was brought to public attention? Quite simply, it added
to its own problems.
Officials of Sulpicio Lines contend that there is nothing
wrong with carrying pesticides and that particular cargo was covered by the
appropriate permits. Of course. But what Sulpicio Lines conveniently omits to
mention is that there is no permit that absolves them of any responsibility in
case their ship sinks.
The permit they got was on the assumption that the ship would
safely get to port and that there would be no problems in that context. Dunking
the toxic cargo in seawater where it could escape and poison other people and
the environment is another matter altogether.
In addition, Sulpicio Lines is also blaming the high heavens
for the tragedy branding it as an act of fate with a few side jabs at the
Philippine Atmospheric, Geophysical and Astronomical Services Administration (Pagasa)
for allegedly not warning it promptly and correctly about Typhoon "Frank."
Obviously, Sulpicio Lines is trying to spread the blame around hoping its own
share would be diminished. So, what is next? Maybe, they will even go for global
warming and pin the blame on Al Gore for not engaging in his advocacy much
earlier.
Time and time again, we have been faced with disasters, both
natural and man-made. The common thread of the really worst ones has been the
lack of honesty on the part of the principals of each tragedy.
This would be one tragedy worth watching as it continues to unfold if only to
determine if we have collectively learned from our mistakes in the past. For
now, all we can do is to pray for the victims and commiserate with their
families, many of whom are still hoping for miracles.