St. Patrick's Day Parade

THE CHALLENGE

During one of the biggest St. Patrick’s Day Parades in the U.S., a car lost control and ran into a group of people. Several people had to receive emergency medical treatment and it was not known if the driver was under the influence and/or if the parade committee was at fault.

THE ROBMARK STRATEGY

With eight people injured and transported to hospitals and the cause of the accident not immediately known, RobMark went into crisis communications mode and worked quickly with parade officials and law enforcement to assess verified facts, status updates and legal issues while creating and distributing information to the media.

Media accurately reported the information as well as the police department’s determination that the accident was caused by an equipment failure, that the driver was not impaired and that the parade committee was not at fault.