Mining for mindsets: The conceptual anatomy of a successful crisis communication strategy in mining

Abstract

On 29 January 2006, 72 miners were trapped in a potash mine operated by Mosaic more than one kilometre below the surface in Esterhazy (Canada). Within hours, media from around the globe was in Esterhazy to cover the story. Mosaic‐Esterhazy did not have a designated external communication spokesperson or a comprehensive crisis communication plan to deal with such a predicament. Nonetheless, actions taken during and after the crisis were considered by many to be nearly faultless, and the Mosaic‐Esterhazy incident is now recognized as a model in mine safety around the world. This paper's intent is to understand why Mosaic‐Esterhazy was successful in assembling an effective crisis communication strategy. A conceptual model and managerial implications are also presented.

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