When an oil spill occurs, the Responsible Party’s (RP) primary concerns are response and protecting life and property. The US Coast Guard believes a responsible operator must also be concerned with public communication.

[Note: "Responsible Party" is an unfortunate choice of terms but is the official designation of the owner/operator of the vessel spilling materials. The USCG will name the RP early in the incident. Being an RP does NOT imply fault. That will be determined by an official investigation that may take many months. Meanwhile, the RP accounts for clean-up expenses which may later be shared or paid entirely by another party.]

Starting with the M/V Mega Borg, the USCG has been requiring that the RP – and, in many instances, all parties – start a public relations program immediately. That PR staff will be expected to work within the National Interagency Incident Management System (NIIMS), the current version of the Incident Command System in use.Usually a Joint Information Center (JIC) will be established.

The American public is considered to have a right to know who and what has endangered public waters and coastal areas. (“Public” consists of several important company audiences: customers or potential customers; investors or shareholders; persons with ties to the vessel’s or owner’s flag; vessel suppliers; suppliers to the cargo owner; local, state and federal authorities; taxpayers; environmental groups; pleasure boaters; fishermen; beachgoers, surfers; swimmers; and other special interest groups.

Therefore, the RP’s communication objectives are to…

• Establish early, positive media relationships.

• Influence public communication surrounding the incident (in cooperation with the USCG and other authorities).

• Establish and maintain a positive relationship with all members of the incident command.

• Create a continuous flow of accurate information from the RP to the public through various means, including the media.

• Build credibility by becoming the best source of accurate information.

• De-mystify events and details by providing facts, evidence and explanations to replace speculation and supposition.

• Present the RP as providing an appropriate and responsible response to the incident.

• Build a climate of goodwill toward the ship operator (and its flag country) in the immediate community and among those directly affected by the incident to diminish potential legal, regulatory and legislative action against the company.