Pittsburgh Zoo faces PR crisis with new disclosure
The Pittsburgh Zoo & PPG Aquarium faces a “smoldering crisis” partly of its own making nearly a year after a 2-year-old boy was mauled to death at one of its exhibits, public relations experts said.
Documents filed in court this week by the attorneys for the family of Maddox Derkosh, killed Nov. 4 as a result of falling into the African painted dogs enclosure, appear to contradict zoo CEO Barbara Baker's assertion shortly after the tragedy that she wasn't aware of any concerns about the exhibit's safety. The documents say the zoo's safety committee warned top officials at least four times that children could tumble into the exhibit, which has since been removed.
Zoo officials declined to address the conflict between those two statements on Thursday.
“The Pittsburgh Zoo has a very active safety committee. The committee is state certified and reviews all areas of the park,” zoo spokeswoman Tracy Gray said. “After careful inspection it was determined that the exhibit continuously exceeded the safety requirements mandated by the (U.S. Department of Agriculture) and (Association of Zoos and Aquariums).”
“As this is a continuing legal process, we have no further comment,” she said.
Some of the zoo's responses to previous inquiries about the tragedy have noted the Agriculture Department inspected the exhibit 35 times after it opened in 2006.
Citing endorsements by outside organizations isn't a unique public relations approach, but it can anger the audience it's meant to win over, said Gerard Braud, a crisis communications expert based in New Orleans.
“I get somewhat incensed when I see a public relations professional hiding behind standards from some institution when, clearly, if a person falls through a cage and is mauled to death and dies, someone's standards weren't high enough,” Braud said. “I get incensed when there's a lack of congruency between the words that are being said and the actions that are being taken or were taken.”
Zoo lawyers successfully petitioned Allegheny County Common Pleas Judge Paul F. Lutty Jr. to seal photos comparing the Pittsburgh zoo's African painted dog exhibit with those of other zoos, saying they would be prejudicial. The zoo, its lawyers and lawyers for the Derkosh family declined to provide minutes of the zoo's safety committee meetings, which Derkosh's lawyers quoted in the documents filed this week.
“Increasingly organizations are turning to prepared statements and to the Internet,” said Gene Grabowski, executive vice president of Levick Strategic Communications in Washington and a former Pittsburgh reporter.
“It's easier, and it's one-way correspondence, so no extra questions are asked. Secondly, by limiting statements that way, the position of legal counsel is that it reduces the risk of saying something that's contradictory or something that can hurt them in a court of law. That's why companies do this so freely,” Grabowski said.
Such an approach can make people “cynical” toward the zoo if unfavorable news continues to trickle out, Braud said.
“This is a classic smoldering crisis,” he said, comparing it to the handling of the sexual abuse scandal at Penn State.
“I think you're going to see some folks get to the point where they're fed up,” he said.
For an entity such as the zoo that depends on public support, that's dangerous, Braud said.
“They might come back later. But this trial, I think, is going to hurt their reputation and possibly revenues because of the responses we're getting. A response has to have empathy and that's not what we're seeing.”
There are more immediate concerns for the zoo as well, said Shelley Kaufman, a Los Angeles lawyer who helped negotiate a settlement after a fatal 2007 tiger attack at the San Francisco Zoo.
The claim that Pittsburgh zoo officials were notified of safety concerns at the exhibit, despite Baker's assertion, could be “devastating for the zoo” in court, Kaufman said.
“That would exactly show the zoo was on notice of the problems,” she said.
Show commenting policy
TribLive commenting policy
You are solely responsible for your comments and by using TribLive.com you agree to our Terms of Service.
We moderate comments. Our goal is to provide substantive commentary for a general readership. By screening submissions, we provide a space where readers can share intelligent and informed commentary that enhances the quality of our news and information.
While most comments will be posted if they are on-topic and not abusive, moderating decisions are subjective. We will make them as carefully and consistently as we can. Because of the volume of reader comments, we cannot review individual moderation decisions with readers.
We value thoughtful comments representing a range of views that make their point quickly and politely. We make an effort to protect discussions from repeated comments either by the same reader or different readers.
We follow the same standards for taste as the daily newspaper. A few things we won't tolerate: personal attacks, obscenity, vulgarity, profanity (including expletives and letters followed by dashes), commercial promotion, impersonations, incoherence, proselytizing and SHOUTING. Don't include URLs to Web sites.
We do not edit comments. They are either approved or deleted. We reserve the right to edit a comment that is quoted or excerpted in an article. In this case, we may fix spelling and punctuation.
We welcome strong opinions and criticism of our work, but we don't want comments to become bogged down with discussions of our policies and we will moderate accordingly.
We appreciate it when readers and people quoted in articles or blog posts point out errors of fact or emphasis and will investigate all assertions. But these suggestions should be sent via e-mail. To avoid distracting other readers, we won't publish comments that suggest a correction. Instead, corrections will be made in a blog post or in an article.
- Asking price for Penguins franchise said to be at a record $750M
- Sto-Rox High School announces early dismissal because of heat
- Western Pennsylvania schools’ denial of access to roofers prompts suit
- American to halt 2 direct routes from Pittsburgh International
- 1 killed, another injured in early-morning Clairton shooting
- Police: Suspect in death of Fineview toddler changed his statements
- Imagine Penn Hills Charter School of Entrepreneurship wins appeal to expand, accept more students
- Shooting that killed Winchester Thurston grad surprised witnesses
- Accreditation drive part of agency revamp, Allegheny County Health Department director says
- Killings of police officers leave departments on edge
- Allegheny County CYF worker on leave, accused of sharing child porn