By Lance Henderson, The Bellingham Business Journal

Some described the explosion like an earthquake. Others never heard the explosion but could only gasp at an enormous smoke plume that could be seen for miles around Bellingham.

On June 10, 1999, the Olympic pipeline ruptured and spewed more than 276,000 gallons of gasoline into Whatcom Creek. The gas sparked and created a giant fireball that scorched the forest. Three people were killed. To date, it is arguably the worst disaster to hit Whatcom County in recent memory.

Back then, Gerald Baron worked as a communications contractor for a joint venture between Texaco and Shell called Equilon Enterprises, which was the managing partner for the Olympic pipeline.

Baron had the daunting task of relaying information internally and coordinating with multiple public and private agencies in a joint effort to ensure the disaster was contained and the press and public were informed.

But he began to see some large pitfalls within his communication and coordination attempts, which left him to ponder the company’s capacity to effectively communicate and manage itself during a crisis....

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