CorpComms Magazine

The Totesport Trophy Hurdle Meeting on 12 February hit the headlines for all the wrong reasons this year when two horses died after being accidentally electrocuted in the parade ring. The tragedy was broadcast live on Channel 4 Racing.

The unprecedented tragedy meant that Newbury Racecourse had to immediately cancel the day's meeting, launch an investigation (involving cable provider Southern Electric Power Distribution and the British Horseracing Authority), and communicate with multiple audiences, including its corporate partners, the racing industry and all those connected with the horses that had died. 'It was classic crisis management under pressure,' said the judges.

The dramatic nature of the tragedy, and the fact that it had been broadcast live, meant that there was instant coverage across multiple platforms, including Twitter and Facebook, where race goers were posting updates and opinions.

The story became the lead item on news bulletins, both nationally and regionally, and received both front and back page coverage in most national titles the following day. More than 1,500 articles were written about the tragedy.

For Newbury Racecourse, it was vital that the story was portrayed accurately and that no blame was apportioned while its investigation was ongoing. It was also keen to communicate its strong track record in racing related health and safety.

A communications strategy, which the judges described as 'highly transparent', was swiftly put into place which established the key messages that Newbury wished to convey, such as the fact that the racecourse was safe to resume racing, and agreed its position on potential questions from the media. The media was monitored around the clock. High profile sporting figures, such as trainers Andy Turnell and Jonjo O'Neill and football managers Sir Alex Ferguson and Harry Redknapp, were also contacted to offer support for Newbury Racecourse.

The Totesport Trophy Hurdle Meeting was rescheduled within the week, and in the run up the course's spokespeople received media training and were prepared for the anticipated intensive broadcast scrutiny. 'It was very impressive that they were able to reschedule the meeting so quickly,' said the judges.

The rescheduled meeting passed without hitch, and Newbury Racecourse was widely praised in the media for the sensitive way in which it had handled the issue. 'A massive serving of the Dunkirk spirit has surfaced as racing harness its various factions to agree to Newbury racing again on Friday,' said The Daily Telegraph. 'This was truly effective crisis management,' said the judges.

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The big freeze - Scottish Water