Crisis management & Communication

DB Cargo Bulgaria is the third largest railway company in Bulgaria with more than 16% market share. It is a green alternative in transport services - low energy consumption, pollutant emissions & noise reduction. It protects the environment actively. One of the main regular services the company provides in the country is the transportation and logistics of copper concentrate.

On the 15th of May 2020, 10 wagons of a freight train have derailed near Stara Zagora which caused delayed schedules. Copper concentrate was spilled at the scene because the freight train was loaded with it and was traveling to Burgas. The ore is transported in open wagons. 10 of the 25 wagons turned around for an unknown reason when entering the area of the station near Nova Zagora. This caused delays in public train transport in the city. Damage was caused to approximately 200 m of railway, the pole of the catenary; elements of the safety equipment, etc. were damaged too.

A short-term detailed action plan was immediately developed to avoid the presumption that the company is responsible for the severe accident. With strong media relations were organized interviews & follow-up media coverages showing the accident scene, the repair works, and the repairing teams who cleared the place. An investigation team was organized to investigate the reasons for the accident.

A very important part of the positive handling of the crisis is the general emergency communication strategy which was provided in advance to the Company as part of the provided annual PR services. In order to ensure the company’s capability to handle negative media queries and social pressure, the Agency organizes regularly a series of crisis simulation trainings. Furthermore, a crisis web site was started offline in case of a bigger crisis or issue.