Bostonians calling for blood, media drawing it.
A Jamaica Plain woman was killed yesterday when a section of ceiling from a highway tunnel failed and crushed the car that 38-year-old Milena Delvalle rode in. Her husband, 46-year-old Angel Delvalle was able to escape through the inches of opening that remained between the 12-tons of panels and what remained of the vehicle.
The story was missed by most major Boston newspapers’ early editions yesterday but was front page news throughout the region and finally made national news this morning on CNN and the Los Angeles Times among others.
In an unsurprising twist for most Bostonians, like this reporter, 60 other possible problems such as loose bolts and the like were discovered throughout the Big Dig in the aftermath of the tragedy.
60 other possible catastrophes were found. The piece that actually collapsed was known to be unsafe and scheduled for repair later this year. Massachusetts Attorney General Tom Reilly also claimed that the anchor bolts like the ones involved in yesterday’s crash failed tests as far back as 1999.
There is something you have to appreciate about the Boston media. You have the Boston Globe, owned by the New York Times. They report the news calmly, reporting facts in professional journalistic tone.
Then there’s the Boston Herald.
They scream.
Imagine a six year old with a 180 IQ who thinks his sister stole his cookie.
You do not want to be his sister.
And here’s the kicker, the Herald is right. We must not forget that a Boston woman is dead and whoever built, authorized, inspected and worked on that piece of steel and concrete is going to fall into blame.
Public Relations Predictions
First sister: Matthew Amorello, the Massachusetts Turnpike Authority Chairman. His agency is responsible for the Big Dig. He’ll be out of a job by September 1 and he’ll be lucky if Massachusetts Attorney General Tom Reilly doesn’t crucify him as part of his gubernatorial campaign. Amorello can’t manage this crisis, despite the fact that he’s doing everything right so far. He admitted that this is an unacceptable tragedy, but he is the captain and will go down, though Governor Mitt Romney going after his job is much more likely than Attorney General Reilly putting him behind bars.
Next on the chopping block: Modern Continental, a Big Dig contractor. They were subpoenaed by Reilly yesterday. This is basically a mom and pop operation. This company already has no public relations program. Their last press release was sent out in 2003 and their web site does not appear to have been updated since 2004. Modern Continental built the ceiling panels, and they don’t have a prayer now. You may see Reilly turn and fire at this one.
Crisis Management for Modern Continental: If you have something to say or some kind of defense to present, release it right now, don’t wait until the court of public opinion has already hanged you.
Third, Bechtel/Parsons Brinckerhoff, the project manager. They already worked on sealing the water leaks suffered by Big Dig tunnels in 2005. Reilly also subpoenaed them yesterday. Bechtel is a bigger company than Modern and they have a more established public relations system working for them. You may see a scapegoat some out of this company, but the corporation will get out unscathed.
The Herald headline tells volumes: “They said it was safe; Milena pays with her life for Big Dig Blunders.”
Their editorial staff wrote it even better in an article with the lead line: “Who Killed Milena Del Valle?”
These two segments give two distinct indictments. First, someone (or many people) lied to “us” and said the Big Dig was safe when it was not. Second, someone (or many people) “killed” Delvalle.
Notice the Herald doesn’t specify negligence. Someone just plain KILLED a Bostonian and he, she or they must now pay. That’s the message, and that’s why public relations professionals cringe at Boston Herald headlines. They can bury you.
The story does have national impact. Boston Logan International Airport is a hugely traveled port. The collapse occurred in the main vehicular artery to/from the airport. This reporter has personally driven that tunnel many times, and a sense of anger is justified.