Badische Stahlwerke (BSW), based in Kehl, is one of the largest electric-steel plants in Europe. At the company's own landing stage in Kehl harbour, a cargo ship sinks while being loaded with electric furnace slag. Fortunately, no one is injured. Nevertheless, the police called to the scene of the accident publish a brief report on the incident – and this attracts a great deal of media interest.

From crisis counselling and communication strategy to crisis communication – the complete crisis PR package is required. The goal: to prevent speculation and misinformation and to secure the trust of the media and the public in Badische Stahlwerke.

Immediately after the accident, zeron takes charge of crisis communication, prepares press statements for local and regional media, responds to press enquiries, monitors media coverage and sends regular updates to the media. We also use the spectacular event for a press conference and invite local and regional journalists to a photo opportunity when the shipwreck is salvaged.