When Disaster Strikes… Take Control of the Story

News coverage can make or break your business reputation, this is where the Business Continuity Communication Plan comes into play. In our Business Continuity Planning (BCP) sessions, we stress the importance of getting your message out quickly. If you let the media control the narrative, they might exaggerate the situation—because let’s face it, sensational news sells.

A Real-World Example

One Sunday, a passenger train heading to Ottawa caught fire about 40 minutes south of the city. A passenger-reporter on board described the evacuation as a terrifying ordeal.

Here’s the key detail: no one was hurt. Yet, in the days that followed, VIA Rail said nothing to counter the dramatic account.

Why This Matters for Business Continuity Communication Plan

A strong Business Continuity Communication Plan ensures your customers hear the right message—not just the media’s version of events. In VIA Rail’s case, they had a golden opportunity to highlight their quick response. They could have shared how they sent buses and trucks to evacuate passengers.

Instead, the dominant media story focused on passengers walking down the tracks in the dark, swatting away bugs.

The Long-Term Impact

VIA Rail’s silence left a lasting negative impression. Personally, I haven’t taken a train in years—and this incident made me even less likely to buy a ticket. A lack of communication can drive customers away.

Take Control Before the Media Does

Don’t let this happen to your business! Review your Business Continuity Plan and ensure your Business Continuity Communication Plan is rock solid. When disaster strikes, you should be the one controlling the message—not the media.