dignity, page-9

Totally disagree. This horrific tragedy is much more than the loss of four lives and clearly has a great deal to do with the ultimate commercial viability of Ardent. Speculative suggestions that Dreamworld will be shut down because of this sad event is, in my opinion, not ridiculous and potently real.

While I am all for letting due process eventually provide a degree of far greater understanding of the circumstances of what and why these people so senselessly lost their lives, it is reasonable to consider the specific accountability of the CEO.

Presently, at the very least, the public response of the CEO needs to be understood. Her response at the press conference lacked integrity and accountability. She stated that she had been in contact with the bereaved families. This was challenged by a reporter a few minutes later. Only then did the CEO modify her statement thus revealing that she was not telling the truth. Her comment that she couldn't contact the families directly, because she didn't have their phone numbers or addresses, was pathetic since all she had to do was ask the police liaison for contact details.

Some might think this an instance of poor communication or an unfortunate little white lie. The reality is very different. Ask any director in a top 100 ASX company and I am sure they would agree that ethical behaviour in business is critically important for maintaining confidence in a company's brand and services. Responsible business practices and corporate responsibility come to the fore in such testing circumstances.

It is the role of the CEO, indeed she has a primary duty to provide ethical behaviour beyond reproach. Without clear and faultless communication by the CEO the public trust and confidence that has been broken will not mend.