Agency sought to set the record straight, ensuring goodwill in the community and paving the way for continued development opportunities for The Pacific Companies after the explosion in a low income residential complex that had primarily Latino residents.
After a tragic and deadly explosion in a rental housing development, The Pacific Companies became the easy target for blame. A local personal injury attorney began recruiting clients for a class action lawsuit, the internet was abuzz with speculation and rumor and local media were reporting on baseless allegations from residents who appeared to be angling for a monetary settlement. The Pacific Companies’ reputation in the community among tenants and potential tenants plummeted.
- In its communications, The Pacific Companies emphasized that its number one priority was the welfare of affected residents.
- The agency identified and contacted media sources that were spreading misinformation about the incident and provided them with the latest accurate information.
- The Henness Flats websites (English and Spanish) were updated in a timely manner with new developments and facts, bilingual flyers were distributed to residents and the company held a tenant meeting to address resident concerns.
- Client representatives met with authorities to offer their support and full cooperation during the investigation.
- Henness Flats retained the vast majority of its residents and has plans for future developments in the area.
- An Associated Press article exonerated The Pacific Companies from any blame and reported that the accident was caused by a grease fire. The Sierra Sun, Tahoe Daily Tribune, Sacramento Bee, North Lake Tahoe Bonanza, San Jose Mercury News), local and regional TV network affiliates (KCOY-CBS, KCRA-Hearst, KRNV-NBC,KVAL-CBS, KOLO-ABC, KUVS-Univision and online outlets (Examiner.com, LasVegasNow.com, YubaNet.com) also reported the incident in a fair and balanced way.
- The tenor of coverage from the Sierra Sun, a local newspaper that had been historically very negative towards The Pacific Companies, evolved from speculative to balanced and factual. No mention of the previous mold issue was made.
- The fire district and the Town of Truckee ultimately issued an official letter that praised The Pacific Companies for the way the company handled the crisis. The developer and property manager were lauded at the next Town Council meeting.