Framing the media's agenda during a crisis

With the experience of past crises, like the 1989 Christmas Eve explosion, and numerous drills behind them, Exxon began the arduous task of dealing with an explosion and fire that occurred on August 2, 1993, in Baton Rouge, Louisiana. Over a 4-day period of heavy media coverage, some 36 newspaper articles were published on the incident and 86 broadcast stories were aired. In those news reports, when sources were used, Exxon was well represented. When comparing Exxon's 8 news releases against print and broadcast media coverage, themes became apparent. Exxon communicated corporate responsibility and managerial compassion. While Exxon followed the advice of Robert Dilenschneider, former president of Hill and Knowlton, to go public in the first 3 to 6 hours after the news breaks, its failure to get the word out during the first 2 and 1/2 hours after the explosion affected the initial media coverage of the incident.