For years, if you wanted to know the definition of a PR nightmare, you only needed to say “Tylenol poison story” and most in the industry would nod in agreement. The company’s PR and communications responses failed on every level during the crisis. Amtrak, however, did its best over the recent holidays to join Tylenol in the PR nightmare hall of shame. It all started with the “misery” train – the 48-hour train ride passengers were forced to endure from Florida to New York City’s Penn Station. No need to go into the details, but it turned ugly fast, and passengers were literally stuck on the rails with no options but to sit and wait (seemingly forever) while conditions quickly deteriorated. Amtrak’s response to this fiasco? Complete and blatant denial of responsibility.

The company’s spokesperson seemed out of touch on each television appearance, with no information to offer, and only repeating that there was nothing the company could do. That is, when Amtrak decided to fulfill press requests. On most broadcast television shows, including the national morning shows, the company denied interview requests. The memorable sound bites came from passengers who were oh so willing to talk to reporters when they departed the train. Their words and emotions were like verbal daggers aimed squarely at Amtrak, and they invoked deep sympathy among viewers. After all, it was the holidays and people just wanted to get home to their families. Amtrak appeared stoic and defiant throughout, and worse, remained quiet. The event is over, and news cycles continue, but Amtrak surely earned itself a warranted spot in the “what-not-to-do” chapter in future PR and corporate communications textbooks.

I normally don't play Monday morning quarterback, but in this case, it seems fair. Did I mention this happened over the holidays? Amtrak should have turned to a comprehensive crisis communications plan. If it had one in place, it failed miserably, and it's time to go back to the drawing board. The company should have fielded every interview request from national media, at minimum, and had spokespersons working around the clock (polished and updated spokespersons would help). And more than anything, the company should have accepted complete responsibility for the situation, and company officials should have greeted passengers as they departed the train, armed with specific compensation offers. That single photo opportunity would have worked wonders for the company's image; lemons to lemonade, if you will. Instead, I'm left scratching my head, wondering how such a financially-strapped outfit can afford to let this happen. Maybe it can't.

I must have been in a hole; I hadn't followed this one. Thanks for the analysis.

Of course, Amtrak looks good next to the folks from ICG.

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