Crisis PR takes a bad Spin

When a Siberian tiger leapt out of her enclosure and killed a 17 year old boy at San francisco Zoo on Christmas Day, crisis PR stepped onto the scene immediately.  Heavy heat has been put on the zoo regarding this incident and how this escape was able to happen.  Apparently, the wall of the tigers enclosure, as well as others in that area, is 4 feet less than recommended. The fact that this could have been avoided puts added pressure on the zoo and creates greater frustration within the public.  In order to maintain a positive image and defer the accusations, the Zoological Society hired Sam Singer, a public relations and crisis communications consultant.

As with any tragedy, this is a touchy situation.  A 17 year old was mauled to death in front of his 2 friends that watched in horror close by.  It seems to me that a crisis PR consultant would handle this subject carefully, with much respect and sympathy.  What appears to be happening, however, is that Sam Singer has chosen to spread rumors to the press that places the blame on these victims.  He is acting as an unidentified source, claiming that the boys provoked the tiger with slingshots.  Singer adds that evidence of drinking and pot smoking were found in the boys car.  

This is unprofessional and puts a bad name on public relations, which is meant to be credible and honest.  Instead of working to rebuild the zoo's reputation and sympathizing with the victims, Singer has focused on encouraging the hurtful rumors.  Now, the heat is on him.  Not only is the public finding this outrageous, but in addition, bad press for Singer could mean even more bad press for the zoo he's supposed to be helping.  Mark Geragos, an attorney for the 2 friends who witnessed the act, now plans to file a lawsuit for intentional infliction of emotional distress that Singer and the rumors have caused.

I'll give him one thing - Singer is effectively taking the heat off the zoo and diverting the media's attention elsewhere.  This proves that his strategy is certainly working, so he must deserve his $350/hour he charges for his services.  Thus, it could be argued that he is simply taking advantage of the common tricks of the trade.  However, the question remains, is he being ethical?  Is he following the golden rules of public relations?  It doesn't look that way.  

PR professionals have the duty and responsibility of earning credibility, primarily by telling the truth.  This is especially important in a crisis situation when communication to the public must be fast and accurate.  Instead of putting a positive 'spin' on the zoo, it was chosen to put a negative 'spin' on the victims.  It is unsure how this will ultimately play out for the zoo, but one thing I'm sure of, this can't end well for Sam Singer.