Last week a tragedy struck one of our clients, a company which provides ambulance services nationwide. An ambulance catching firewhile transporting an ill woman and her mother was something that neither my client nor I could not have planned for. It was our worst nightmare, not simply because the incident cut to the very core of the company’s brand promise: trust, reliability, and service, but because when the blaze was done five people were hurt; the two women in the back of the ambulance severely so.
To say that the media was on this story like a fly on a bag of sugar was an understatement. And so they should have been. The fundamental argument that two people lay in a hospital because of an ambulance fire was not to be dismissed. There was another twist in the story; the media reported that the ambulance attendants ran from the burning ambulance and the father of the ill woman, who was following in his car, was left to be the hero. It was he who dragged his family members from the burning vehicle.