Tour operators need to ‘front foot’ reaction
To save New Zealand’s tourism prospects, White Island Tours can’t shy away from the world’s questions following the eruption disaster, a PR expert says.
And with all eyes on New Zealand, it was important to resolve ‘‘messy’’ communications, AUT head of public relations department and senior lecturer Dr Averill Gordon says.
Her comments come after Police Minister Stuart Nash acknowledged police transparency around the Whakaari/ White Island operation had not been satisfactory.
In the three days since the eruption, eight people have been confirmed dead with another eight missing presumed dead.
The death toll is expected to rise significantly as many of those injured battle lifethreatening injuries in various hospitals around the country.
But PR management – from various agencies – had not been clear, Gordon said.
‘‘There is no ownership. Even the police are saying one thing, then coming out and saying another. This is a global issue and it impacts the whole of New Zealand tourism now.
‘‘It seems a bit strange that Paul Quinn [chair of White Island Tours Ltd] is not front footing it much more ... I think it is a big mistake.’’
Quinn did put out a media statement on Wednesday in which he expressed the company’s condolences to those who have lost their loved ones.
He also said their resources, including vessels, protection equipment and personnel, had been made available to the police and Civil Defence to support the recovery mission.
The company was also focused on providing care ‘‘for our people and visitors during this difficult time is foremost in our minds and
‘‘Even the police are saying one thing, then coming out and saying another.’’
Dr Averill Gordon
AUT senior lecturer
actions’’ and ‘‘wrapping the necessary support around affected families and staff, all of whom are understandably distraught’’.
However yesterday morning, a blurb about White Island’s attractions remained on the Whakata¯ ne website.
‘‘No trip to Bay of Plenty is complete without a trip to this incredible place,’’ the blurb says.
‘‘Walk across the island’s wild, lunar landscape with active geothermal steam vents, bubbling mud pools and the sombre remains of an ill-fated sulphur mining factory destroyed by a lahar in 1914 which took the lives of 10 miners.’’
Promoting the danger or tragedies of the island could be seen as ‘‘quite heartless’’, Gordon said. ‘‘[The tours] were really always an imminent crisis ... I think it will now be seen to just be exploiting people.’’
And Quinn’s low profile would not do him – or the country – any favours long term, Gordon said. ‘‘People will be looking to him. ‘‘He is the one, really, with the voice now.’’
High-risk businesses usually had a crisis management communications plan ready for a disaster, she said. ‘‘You would have what are called black sites. You would take down websites and put up another site with that message on it.
‘‘All companies rehearse their communications for issues that may never happen.
‘‘[The eruption] is something that had a high likelihood of happening ... The degree we did not know but it was always a possibility.’’
While families waited anxiously for news, it was important that there was one clear voice for them to look to, Gordon said.
Transparency and regular updates were also important.
‘‘Otherwise people will start thinking there has been a coverup. Transparency stops people being so anxious.’’