Thursday 28 November 2013

Have you ever heard of Odebrecht?

It was inevitable that it would be a worldwide story. Two construction workers killed in a partial collapse of a stadium being built to host the Football World Cup opening game in Brazil next year.

How did the relevant Brazilian parties respond to this news?

When contacted by Reuters shortly after the incident, the building company, Brazilian industrial conglomerate Odebrecht, declined to comment. I accept they didn’t have all the information but to not even offer an expression of sorrow is pretty extraordinary.

The stadium owner released a terse statement that read “The board of Sport Club Corinthians Paulista hereby deeply regret the accident earlier in Corinthians Arena. No other information at this time.” Can you imagine a British company getting away with that?

Contrast that with FIFA’s response: "We have learnt of the death of workers with great sadness … The local authorities will fully investigate the reasons behind such a tragic accident."

In the absence of information, you won’t be surprised to hear that there was immediate speculation that the collapse could delay the delivery of the stadium in time for Fifa's December deadline. And that the media rehashed past stories about how Brazil has struggled to deliver stadiums, public transportation improvements and other World Cup-related projects.

When Odebrecht did release a statement, I don’t think it’s one that you or I would have written:

“Odebrecht Infraestrutura and Sport Club Corinthians Paulista regrettably inform that an accident occurred this afternoon on the construction site of Arena Corinthians that led to the death of two workers: Fábio Luiz Pereira, 42, a Munck operator/driver from the company BHM, and Ronaldo Oliveira dos Santos, 44, an assembler from the company Conecta. Shortly before 1 p.m., the crane lifting the last module of the stadium’s metallic roofing structure toppled, which led the module to fall onto a circulation area of the east building and partially damage the LED façade. The stadium structure was not compromised. This was the 38th time that this procedure had been carried out on the site and a module the same size had been installed just over a week ago in the stadium’s south sector. Teams from the fire department are currently on the location. At this moment, all efforts are being concentrated on offering complete assistance to the families of the victims.”


I'm sure you'd never heard of Odebrecht before today. I bet you have a negative view of them now. Their handling of this incident is a classic example of how poor communication delivers poor reputation.