Disasters separate corporate citizens from brand marketing opportunists

It is always telling to read press releases that companies issue in response to a horrible disaster like Hurricane Katrina.

Even as rescuers continue pulling people out of rising flood waters, some companies can’t help but take the opportunity to promote their brand, stroke some executive egos and maybe even generate a few sales from all their goodwill.

Take for example a certain brand-name do-it-yourself moving and storage company, which announced what amounts to a discount of “30 days of free storage” at four selected locations in Mississippi and Alabama.  The press release quotes a satisfied-sounding regional president who says:

"Customers continue to remain our top priority... I'm proud to be part of a company like (Brand Name) and I'm glad that we can continue to help our friends and neighbors in this time of need."

Proud for 30 days, anyway.

On the other hand, MGM Mirage CEO Terry Lanni issued a direct statement putting the devastation of his company’s Biloxi casino resort property in very real, very human perspective:

"Clearly, re-establishing basic services and a sense of normalcy throughout the region must take precedence over concerns for this interruption to our business.  This process will, in all likelihood, take months.”

"To our employees: Your family, your homes and your community are the priority right now.  The best initial course of action for you to aid in the recovery of the area is to closely follow the advice of our local, state and federal authorities as they establish an orderly recovery process. 

Our thoughts and prayers are with all of those impacted by Hurricane Katrina."