Orbital ATK (now Northrop Grumman Innovation Systems Inc.) designs, builds and delivers space, defense and aviation-related systems to customers around the world.

Crisis

In October 2014, Orbital ATK launched its Antares rocket from NASA’s Wallops Flight Facility in Virginia. Just after lift-off, the rocket lost thrust and was destroyed before crashing in a ball of fire onto the ground near the launch site. No one was injured, but the vehicle was lost and the launch complex damaged.

Solution

Grififn led the media response effort on the scene as front-line representatives for Orbital ATK. Services included:

  • Provided rapid response consultation support on key messaging.
  • Counseled Orbital ATK and its’ customer to portray event as a mishap (no one was hurt, no significant impact to customer program) and prevent feeding sensationalized media sound bites
  • Provided ongoing media tracking and social media analysis for days following the explosion

Results

Griffin’s front-line handling of on-site media, traditional and social media tracking and analytics, and strategic counsel to leadership, helped the client proactively shape the dialogue through the early days of the crisis.