How Mosaic-Esterhazy applied a crisis communication strategy when it suddenly had the world's attention

Success in navigating through a crisis situation requires good planning, sound judgment, and swift reaction. Some organizations, however, do not plan and are still able to successfully communicate in times of uncertainty. On January 29, 2006, 72 miners were trapped in a potash mine operated by Mosaic more than 1 km 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.