Brief: In January 2011, the Western Australian Environment Minister forced Magellan to temporarily halt shipments after lead carbonate was found inside the sealed railway containers being used to take double lined, sealed bags containing the lead carbonate to Fremantle.

The company again voluntarily ceased operations in April after traces of lead were found in mud outside one of its shipping containers in the port.

The company's mine has remained under care and maintenance since April, pending the outcome of a review of operating conditions by the Environment Minister.

Clarity's brief was to provide ongoing strategic counsel and crisis media relations support for Magellan Metals. Clarity also managed the website and reporting to meet the Office of Environmental Protection Authority (OEPA) requirements.

Solution: Clarity acted as media representatives on behalf of Magellan and arranged several press conferences during a period of intense media and public scrutiny. Clarity also updated the website regularly with factual information and monitoring results produced by Magellan, to meet OEPA requirements.

Results: Clarity ensured Magellan Metals received balanced and accurate media coverage by ensuring the facts were conveyed and reinforced to journalists. When an error was reported, Clarity followed up with media to put the facts straight and corrections were made. A key outcome for Magellan was ensuring media understood the complexity of the situation and reported on events accurately.

Working closely with Magellan to manage the website and reporting allowed the company to meet its obligations to the OEPA.