The Examiner

By Juliana Bunim
San Francisco Examiner, May 14, 2009

Public relations giant and San Francisco based Singer Associates won a coveted Gold SABRE award – the equivalent of an Oscar in the PR world – the company announced Thursday.

And they sure worked hard for that award. It honored their “outstanding crisis communications achievements in the wake of an escaped tiger at the San Francisco Zoo,” according to their own press release.

The company was hired following the fatal tiger attack at the San Francisco Zoo on Christmas Day, 2007. The 250-pound Siberian tiger, Tatiana, escaped her enclosure – which zoo officials later admitted did not meet the recommended height – and attacked three men, one of whom was killed.

Winning a SABRE for tiger crisis management seems pretty apropos to me.