SAGO MINE ACCIDENT COMMUNICATIONS AND COUNSEL

Challenge:
In the aftermath of an explosion in its Sago Mine in West Virginia that killed 12 miners and left another seriously injured, International Coal Group’s senior management was under intense media and public scrutiny as it sought answers and reached out to its employees and the families of the victims. The company turned to Dix & Eaton, which was already providing investor relations counsel, for senior-level guidance.

Solution:
Working directly with ICG management, a veteran D&E team led the effort to develop and implement a media outreach strategy to ensure that the company’s position remained consistent and broadly visible during a period of intense speculation.  The team worked one-on-one with CEO Ben Hatfield and other ICG executives to help enhance their effectiveness during news briefings, interviews and congressional subcommittee testimony. 

In addition, Dix & Eaton established a 24-hour media call center; built a news portal on the ICG Web site; developed messaging; prepared and disseminated news releases; and coordinated a series of news briefings.  D&E also became the company’s primary contact with the investment community, handling calls from investors, analysts and the financial and trade media. 

Results:
Employees, customers and investors alike remained supportive.  National and local media coverage consistently included ICG’s messaging, including the company’s leadership in advancing mine safety.  Moreover, ICG’s stock price rebounded from an initial drop after the accident and finished 8 percent higher a month later.