Napalm Crisis Management

Opportunity 

A Houston, Texas based comprehensive waste management service company received a US Navy contract to recycle the military's stockpile of jellied gasoline (Vietnam-era napalm). The company offered specialized environmental friendly chemical manufacturing, recovery and processing services to industrial customers worldwide.

Problem 

The Navy had previously awarded a contract to an Indiana company. That contract was voided after overwhelming negative public outcry prevented the first rail shipment from arriving.  As a result, the Navy required that the other potential vendors demonstrate public relations capabilities to overcome negative public sentiment.  Pierpont played a critical role in demonstrating to the Navy the viability of the proposal.

Prior to the company receiving the contract, Pierpont identified previous community concerns and issues that would need to be addressed.  Pierpont also reviewed the firm's environmental safety record to ensure and ability to respond positively to the firm's track record. 

Strategy and Implementation

With this background information, Pierpont developed a proactive communications plan that included the selection and training of a spokesperson, creation of a project communication team, key message points and questions with answers. In addition, Pierpont developed media contact lists and provided key staff with a procedures sheet for handling media calls.  Key governmental and community leaders were notified in advance of the possible contract.

When the media learned that the firm was a front-runner to receive the contract, Pierpont developed proactive news releases and responded to media inquiries.  As public pressures mounted, Pierpont organized successful community town hall meetings with governmental representatives and an editorial board with the Houston Chronicle.

The company was awarded the contract. Pierpont organized a press conference to be held when the first shipment arrived.  Through the entire process Pierpont answered all media calls, arranged interviews with the key spokesperson, handled relations with environmental activists and offered counsel to the firm on other communications activities.

Results

Because of the nature of the product to be recycled, this project garnered intense media scrutiny. Stories appeared across the country, including coverage in USA Today, The New York Times, The Los Angeles Times, The Wall Street Journal, the Associated Press, Reuters, CNN, and all three major networks' evening news.

Early in the project Pierpont recognized there was no way to avoid news coverage of this contract. As a result, Pierpont's effort had to be proactively communicating positive information about the project to community leaders and reporters. The project weathered the expected community and media storm.  Napalm was shipped via rail to Houston and recycled without incident for the next two years. 

Award

This project was awarded the top external for-profit public relations award in the state of Texas, the Texas Public Relations Association's Silver Spur.