ShurTech Finds Itself Part of Casey Anthony Case

As the Casey Anthony murder trial enters its fifth week, more and more evidence is brought to light. The case has attracted huge national media attention. And a local company has found itself part of the sensational trial.

The trial has hit home locally as , makers of Duck Brand duct tape, has been mentioned in the case.

The Florida State Attorney’s Office released approximately 500 pages and photographs of legal and investigative documents in the case against Casey Anthony.

Caylee Marie Anthony disappeared from her Florida home in June 2008. Her body was discovered five months later. Her mother, Casey Anthony, was indicted on charges of first-degree murder on October 14, 2008, and was in county jail when jury selection for her trial began May 9, 2011.

Casey Anthony maintains she did not harm her daughter and that she is innocent of all charges.

According to information found in the court documents, investigators report the duct tape discovered on Caylee Anthony’s skull at the crime scene matches duct tape stuck on a gas can at the Anthony’s’ house. Photos released show strips of silver-colored duct tape and several plastic bags scattered at the site where Caylee’s remains were found.

The court documents note the industrial fire-resistant tape, marketed as “Fire Guard DUCK,” was manufactured by Henkel Consumer Adhesives, of Avon, Ohio.

Assistant state Attorney Jeff Ashton contacted the Henkel company, now known as ShurTech, and discovered the tape found with the body and on the gas can was actually an extremely rare type of industrial fire resistant tape. Only 134,719 rolls were sold in 2006 and 2007 in North America, according to the records submitted to the court.

An online search of ‘ShurTech duct tape Casey Anthony evidence’ list several stories related to the case.

How does a company handle having its product tied to this horrific crime and sensational news event through no fault of its own?

According to Bruce Hennes, Managing Partner of Hennes Paynter Communications -- a crisis communications, media training and media relations consulting firm based in Cleveland -- one of the questions asked when preparing a media strategy is, “Is this a headline story or is it just a brief mention?”

Company officials also need to take into account if the attention is a one-day story that is focusing on the issue, or will if the attention will be continuing, Hennes said. Another consideration, he said, is if this has happened before with the company.

“If the answer to all of the above is ‘no’, than a short comment from the company is all that is required," said Hennes. “They (ShurTech) happen to manufacture the tape, but they are not part of the overall investigation.”

Avon Patch contacted ShurTech for comment regarding the company and product’s mention in the case.

“We are deeply saddened by the case, however we do not comment on pending litigations,” said Patti Sack, spokesperson for ShurTech.

Hennes also noted that when a company is mentioned publicly under difficult circumstances, it is important to offer empathy, something he believes the ShurTech response was lacking.