If local officials had simply looked through the comments on their own agencies’ Facebook posts, they would have seen this research reflected. Some residents had legitimate concerns that
local government should have the resources to address: not having the money to evacuate or not being able to return for their livestock after leaving them. Others were unclear about what resources were available, for whom, and for how long. Some thought the shelters weren’t open 24 hours. Some heard that Norfolk Southern was paying for hotel rooms.
And the messaging that officials relayed to the public was often contradictory. On the one hand, the sheriff’s office was threatening to arrest people who didn’t evacuate, suggesting an immediate and severe threat to human life. But other local agencies were sharing information that said there was no threat to the air and water. For some commenters, it seemed these two different messages conflicted each other, leaving them to question if there really was a safety concern worthy of calling for an evacuation.
While other residents did leave comments noting that shelters were open and trying to connect individuals with resources, local officials didn’t seem to be monitoring these comments. That allowed rumors and misinformation to spread unchecked. It also was a missed opportunity to answer legitimate and pressing questions from the public.
Throughout the following week, the public clamored for additional information and criticized the lack of national media coverage. On Feb. 6, Norfolk Southern began releasing and burning the chemicals in the train cars, sending a plume of black smoke into the air and heightening concerns about the threat to public health and safety. (As is often the case in a disaster, people need to see it to believe it.)
Frustrations grew still further two days later when a news conference on the response was delayed 2 hours with no explanation. Then videos surfaced online showing officers arresting
NewsNation journalist Evan Lambert right as the news conference began.
The culmination of a week of shoddy public communication, threats to arrest victims, and the detention of a journalist undermined the public’s trust in what officials told them. Moreover, it has allowed Norfolk Southern to publicly dominate the response. Anyone who has had to manage the response to a disaster involving a private company can attest to
the complications they can cause. A fundamental tension in these situations is that private businesses have conflicting interests with government and the affected community. At the same time, you often need these companies to be involved because they typically hold the technical expertise to address the crisis, and they’re the ones who may be financially responsible. This means government — and especially local emergency management — can quickly become dependent on them for information. Practically, local officials often must work with them to save life and property but must be careful not to defer to them and allow them to steamroll the local community.
Less than two weeks after the derailment, the mixed signals to the public continue. While local officials assure residents it is safe to return home, residents are still experiencing the impact — seeing soot in their homes, smelling chemicals in the air, and hearing widespread reports of dead animals turning up throughout the affected area. Instead of building an environment of trust, local officials have created a hostile relationship that is making the public suspicious of their claims.
This has been further compounded by the lack of visible attention from the federal government. While
the EPA has shared daily updates, President Joe Biden has not addressed the derailment, and Transportation Secretary Pete Buttigieg only
broke his silence Monday. This lack of visible leadership can contribute to beliefs that government is not taking the situation seriously, or worse, that they are trying to cover it up.
In a crisis, clear, complete and truthful communication with the public is key because the public is a stakeholder in the response. Not only is it their community, lives and livelihood on the line but officials also need the public to believe what you say and follow the instructions you give them for the response to be successful.
From the start of the accident in Ohio, the lack of effective communication opened the door for legitimate questions regarding the safety of people in the area but also widespread misinformation and even
conspiracy theories. What should have been a relatively “normal” disaster response instead has become an example of how to make a terrible situation worse.