Biden’s Visit to East Palestine: A Lesson in Crisis Response

President Joe Biden’s recent visit to East Palestine, Ohio, where a Norfolk Southern freight train derailed last February, highlights an important lesson for corporate executives on crisis response. One key practice is to visit the site of the crisis to reassure those affected that efforts are underway to address the situation. However, there are no strict rules on the timing of such visits, as it depends on the nature of the emergency and safety considerations.

Biden’s visit, at the invitation of the mayor, aimed to assess the progress made through the government’s response and reaffirm support for the community. He emphasized holding Norfolk Southern accountable for making the community whole and pledged government support for any gaps left by the company.

Deciding when to visit a crisis site can be challenging. Going too soon might be seen as exploiting the tragedy, while delaying could suggest a lack of concern. Biden, who had promised to visit promptly after the derailment, faced criticism for not going sooner.

Norfolk Southern officials have been actively involved in the cleanup and recovery efforts but did not meet with Biden during his visit. The company has invested over $104 million in the East Palestine community and continues to work with local leaders for long-term progress.

Corporate leaders should carefully plan their actions and communications after a crisis to avoid appearing defensive. Failing to do so could lead to questions about why they visited too late or too soon.