Crisis Communication Plan 2 - WordPress.com · This Crisis Communication Plan provides detailed...

Crisis Communication Plan

Response to Chemical Spill in Disney Parks

Prepared by: Laura-Kaitlyn Boatright

April 9th, 2014

Plan Test Date: September 1st, 2014

Response to a Chemical Spill in Disney Parks 2

Table of Contents A Message from our CEO ................................................................ 3

Acknowledgement ............................................................................ 4

Purpose & Objectives ...................................................................... 5

Internal Key Publics ..................................................................... 6-7

External Key Publics .................................................................... 8-9

Crisis Communications Team ..................................................... 10

Media Spokesperson ...................................................................... 11

Media Spokesperson - Trick Questions ..................................... 12

Experts .............................................................................................. 13

Emergency Personnel ................................................................... 14

Crisis Control Room - Equipment & Supplies ......................... 15

Crisis Control Room - Room Set Up ........................................... 16

Key Messages ................................................................................... 17

Dissemination of Key Messages .................................................. 18

Pre - Information ............................................................................ 19

Pre - Information - News Release ............................................... 20

Evaluation .................................................................................. 21-22

Closing Statement .......................................................................... 23


A Message from our CEO

The Walt Disney Company, founded in October of 1923, has been preeminent in the

field of family entertainment. From humble beginnings as a cartoon studio to a global

corporation, the Walt Disney Company continues to

proudly provide quality entertainment for every

member of the family, across America and around the

world.

Despite our commitment to a chemical-free

environment, we could experience a chemical spill.

We have seen this happen to other companies and we

want to be prepared for this potential crisis situation.

In the event of a chemical spill, the public perception

of our company could become negative. We could

have the potential of losing the trust and loyalty of

our valued customers, which could cause decreases in

sales, revenues, and investors. This would impact every area of our company

significantly. We want to demonstrate that we are committed to integrity and

transparency to gain our customers’ trust.

This Crisis Communication Plan provides detailed instructions for you if you are faced

with a crisis situation, specifically a chemical spill. In these situations, it is critical

that the Disney Parks family work together to preserve our reputation and provide

transparent communication.

I ask that each of you become familiar with the Crisis Communication Plan and

understand how to take action in a crisis situation. Thank you for upholding our values

and making the Walt Disney Company one of the most respected and trustworthy

companies in the world.

Bob Iger

Robert A. Iger

Chairman & CEO


Acknowledgement

By signing this statement, I verify that I have read this plan and I am prepared to put it into effect in the event it is needed.

Chairman & CEO _________________________ ____________ Signature Date

Executive VP & CFO _________________________ ____________ Signature Date

President, Consumer Products _________________________ ____________ Signature Date

Public Relations Director _________________________ ____________ Signature Date

Chairman, Parks & Resorts _________________________ ____________ Signature Date

Co-Chairman, Disney _________________________ ____________ Media Networks Group Signature Date

Chief Human Resource Officer _________________________ ____________ Signature Date

Executive VP & Chief _________________________ ____________ Communications Officer Signature Date

Executive VP, Corporate _________________________ ____________ Strategy & Business Signature Date Development

President, Global Security _________________________ ____________ Signature Date


Purpose & Objectives

Purpose

In the event of a chemical spill, Walt Disney Company and Disney Parks must react immediately with an open and honest transfer of information. It is crucial that we take action to inform our customers, stakeholders, and the media as soon as possible, as well as evacuate the area where the crisis has occurred. We will ensure our consumers that we are staunchly committed to keeping the public safe and the environment clean while upholding integrity by being completely transparent in our handling of the matter. We hope that our transparency will maintain faith in our company and its products, as well as prevent reports of misinformation. This plan will provide a clear direction, limit confusion, and deliver a quick route to a return to normality.

Objectives

Initiate the Crisis Communication Plan within two hours

Assemble the Crisis Communication Team within three hours

Inform all board members, president’s council members, shareholders, and

other key publics

Deliver a press release on our commitment to our consumers’ safety

Provide the media with our sustainability process model and goals,

sustainability report, mission statement, and core values

Ensure media contact is conducted by designated media spokesperson and

CEO only

Address questions/needs of the public by phone, email, social media outlets,

and publish updates on thewaltdisneycompany.com

Maintain composure throughout the entire crisis

Evaluate the Crisis Communication Plan and situation within one week –

focus on areas that need improvement and things that worked well

Return to normalcy as soon as possible


Internal Key Publics

In the event of a crisis, our internal key publics will be alerted within two hours of the crisis. Our internal key publics are essential to our success and we are dedicated to providing them with the correct and timely updates during a crisis. The Board of Directors, Executive Management, and our legal representatives will be notified by phone. Staff, shareholders, and investors will be notified through email.

I. Executive Management – Office of the Chairman Name Title Phone Email Robert A. Iger Chairman & CEO 515-219-0636 [email protected] Andy Bird Chairman, Walt Disney

International 515-238-9847 [email protected]

Bob Chapek President, Disney Consumer Products

515-219-2929 [email protected]

Ronald L. Iden President, Global Security 515-220-5412 [email protected] Kevin Mayer Executive VP, Corporate

Strategy & Business Development


Christine McCarthy

Executive VP, Corporate Real Estate, Alliances, & Treasurer


Zenia Mucha Executive VP & Chief Communications Officer


John Skipper Co-Chairman, Disney Media Networks Group


Thomas Staggs Chairman, Walt Disney Parks & Resorts


Anne Sweeney Co-Chairman, Disney Media Networks


Jayne Parker Executive VP and Chief Human Resources Officer


Jay Rasulo Senior Executive VP & Chief Financial Officer



II. Executive Management – President’s Council III. Board of Directors Name Title Phone Email Susan Arnold Director (since 2007) 515-219-1010 [email protected] John S. Chen Director (since 2004) 515-219-8876 [email protected] Jack Dorsey Director (since 2013) 515-219-9119 [email protected] Robert A. Iger Chairman & CEO 515-219-0636 [email protected] Fred H. Langhammer

Director (since 2005) 515-219-2250 [email protected]

Aylwin B. Lewis Director (since 2004) 515-219-2128 [email protected] Monica Lozano Director (since 2000) 515-219-6640 [email protected] Robert Matschullat Director (since 2002) 515-219-4432 [email protected] Sheryl Sandberg Director (since 2010) 515-219-1994 [email protected] Orin C. Smith Director (since 2006) 515-219-2012 [email protected]

IV. Legal Representatives Name Phone Email Ernie Sellers 334-298-1667 [email protected] James Janousek 334-298-2001 [email protected]

V. Staff VI. Shareholders VII. Investors


External Key Publics

Upon notifying all internal publics, we will follow by notifying external publics within five hours of the crisis occurring. We will do our best to keep this group updated during the crisis. The media will be contacted by phone, the consumers by email and social media, and the industry members will receive an email. We must remain completely honest with the public. Our messages sent through the media will be a determining factor as to whether or not this crisis communication plan is a success. We want to tell the media the truth, but not give them information that could lead them to other questions or sources. Our customers will be looking to both us, and the media for information. A designated person will remain in constant contact with the media throughout the entire crisis.

I. Media Contacts

News Outlet Contact Phone/Fax Email CNN News Bridget Leininger 404-827-1895

(Phone) [email protected]

Fox News Irena Briganti 212-819-0816 (Fax)

[email protected]

MSNBC Diana Rocco 212-664-8320 (Phone)

[email protected]

USA Today Heidi Zimmerman 212-542-1010 (Phone)

[email protected]


II. Consumers The Walt Disney Company values its customers and wants to be completely transparent with them during a crisis situation. Consumers will be provided with updates on social media outlets and the Walt Disney Company website.

III. Industry Representatives The Walt Disney Company will work with members of the industry by providing updates on the crisis and advice for other companies who may have to face similar situations. Industry representatives will be notified through email of the crisis situation.


Crisis Communication Team Name Title Phone Email Emma Watson Crisis Communications

Manager 515-219-3526 [email protected]

Richard Armitage Group Leader, Public Relations and Communication


Jonathan Hale Backup Crisis Communications Manager


Martin Freeman Assistant Crisis Communication Manager


Jennifer Santana Crisis Room Coordinator 515-219-4927 [email protected] Juniper Lawrence Public Relations

Manager 515-220-0084 [email protected]

Wendy Darling Social Media Communications Director


William Turner Print Communications Director


Hector Barbossa Legal Advisor 515-220-5678 [email protected] Robert A. Iger Chairman & CEO –

Media Spokesperson 2 515-219-0636 [email protected]


Media Spokesperson In the event of a crisis, the media spokesperson will be the Group Leader of Public Relations and Communication, Richard Armitage. If the Group Leader of Public Relations and Communication is not available, the spokesperson will be our Chairman and CEO, Robert Iger. The media spokesperson is equipped to handle the media and has been trained in public communications. The spokesperson will be knowledgeable of the crisis at hand and will work with our experts and crisis communications team prior to any interaction with the media. This will ensure that the spokesperson has all of the information necessary to deliver a positive and effective message about Disney Parks during a crisis situation.

Contact Information

Richard Armitage Group Leader, Public Relations and Communication

Phone: 515-220-4592 Email: [email protected]

Robert A. Iger

Chairman & CEO Phone: 515-219-0636

Email: [email protected] Interview Tips for Media Spokesperson

Always be honest. Stay calm and keep your composure at all times. Respond to all questions with a positive attitude. Have a consistent message and do not stray from the planned message If you are unsure of a question, take time to think about it and never answer before you are prepared.

Continue to stress our key messages and core values.


Media Spokesperson – Trick Questions

“What assurance can you provide us that this will not happen again?” At the Walt Disney Company and Disney Parks, we have daily inspections to ensure that our rides, irrigation, and other systems are working correctly before allowing guests to enter the parks. The customers are the top priority for the Walt Disney Company and Disney Parks. While we cannot guarantee this will not happen again, we can assure you that we are making the necessary improvements in order to prevent this crisis from occurring again. “According to records furnished by your corporation, there was ________ equipment that needed repaired. Why was this not addressed at the time it was found? Would this have prevented the crisis?” That equipment is in the process of being repaired. At this time, it is unclear as to what caused this crisis, but we will inform the media and our consumers as soon as we pinpoint the cause of the crisis through effective communication. The ________ that needs to be repaired was inaccessible to our consumers and the company that would handle the equipment was not available during that time. “How are you planning to compensate the park attendees during the time the park is closed?” The _________ facility will be closed for _________ until the area is deemed safe enough for the park attendees. We want to ensure that the park is chemical-free and that there will be no harm to our customers. All park attendees will be attending another Disney Park and given a free 1-day admission to the ________ facility once it becomes free of contamination. “How can you refer to yourself as one of the most respected companies in the world after this crisis?” At the Walt Disney Company and Disney Parks, we believe that we are one of the most trustworthy and respected companies in the world because of our unwavering commitment to our mission, key values, and our customers. Our company is one of integrity, innovation, and collaboration. We continue to fulfill our mission statement every day by upholding our number one priority of public safety. “What will Disney Parks do to restore consumer confidence?” Our consumers and their safety are our number one priority here at Disney Parks. We plan on restoring confidence in our consumers by analyzing what occurred and the cause for the crisis. Once we retrieve that information, we will improve and create better policies in order to better prepare and prevent this crisis from occurring again.


Experts

Michael D. Klein, P.E., CHMM

Hazardous Materials and Construction Delay Expert 843-722-0119

[email protected] Michael Klein is an excellent resource regarding hazardous materials. He is a Professional Engineer, registered by the National Council of Examiners for Engineering & Surveying and licensed in more than ten states. The Council of Engineering and Scientific Specialty Boards as a Certified Hazardous Materials Manager also accredit him.

Diane Trainor, PhD., CHCM

Environmental & Occupational Safety and Health & Occupational Ergonomics Expert

215-563-3213

Diane Trainor has experience with casework that frequently involves investigations into workplace mishaps, repetitive motion injuries, chemical exposures, and environmental contaminations. She holds a PhD. in Occupational Ergonomics and an M.A. in Occupational Safety and Health.

Charles M. Koch, CIH, MPH

Certified Industrial Hygienist – Environmental & Occupational Safety 303-388-0372

Charles Koch has experience providing consulting services in environmental health and safety. His forensic casework commonly involves investigations into ergonomics, warnings, training, and policies and procedures related to workplace injuries, chemical exposures, and environmental contaminations.


Emergency Personnel

The Walt Disney Company and Disney Parks’ main concern is the customer. In the event of a crisis, we want to immediately notify emergency personnel in the local area at which the emergency is identified. United States Environmental Protection Agency 1-800-241-1754 or 1-404-562-9900 National Response Center 1-800-424-8802 Local Police Department County Sheriff’s Office County Hospitals


Crisis Control Room – Equipment & Supplies

Equipment Supplies Tables Pencils Chairs Pens Printers Markers Fax Machine Dry Erase Board Telephones USB Drives Computers Calculators Televisions with Cable Paper Plates Extension Cords Napkins Radio Plastic Cutlery Internet Router Styrofoam Cups Coffee/Espresso Maker Coffee Refrigerator Coffee Creamer Microwave Sugar Power Strips Snacks Paper Shredder Water Speakers Soda DVD/CD Player Stapler Video Cameras Staples Erasers

Batteries Paper Clips Post It Notes Trash Cans/Bags Hole Puncher


Crisis Control Room – Room Set-Up

Room Set Up In order to maximize the efficiency in the event of a crisis, we must abide by the room set up, as displayed above, in order to remain organized and productive. The room is split up into four areas, each belonging to a certain communications team. The center of the room will be housing for supplies and equipment, in order for an easy access by all divisions. This table can also be used as an area for conferences and group discussion.

Print Social Media

Phones/Customer Service Television/Video

Supplies, Equipment,

Snacks


Key Messages

In the event of a chemical spill, the Walt Disney Company and Disney Parks must ensure the public that we are fully committed to their safety and the preservation of the environment. Our transparency and unwavering dedication will assure consumers that they can have faith in our company and our products. The Walt Disney Company prides itself in continuously providing quality entertainment for every member of the family. The values of the Walt Disney Company are reflected in our firm commitment to the public’s safety and maintaining a chemical-free environment.

The Walt Disney Company’s number one priority is to maintain public safety. We are committed to restoring any environmental hazard that has occurred due to this crisis. Disney Parks desires to restore the confidence in the public. Disney Parks will enhance public awareness through effective communications. We want to maintain quality chemical-free environment at Disney Parks.


Dissemination of Key Messages

Each member of the internal public will receive a phone call upon the discovery of the incident. This will allow the group of individuals to become immediately aware of the issue and begin researching possible causes. An email will be sent as a more in depth briefing to this audience. Within the email will be key points and messages, as well as a copy of the crisis communication plan. Throughout the crisis, a daily update will be sent via email to keep the internal public up to date on the issue. Each member of the external public who was affected will receive a phone call explaining to him or her the hazardous chemical situation. We will express that the issues will be taken care of. A press release will be sent out to the local newspapers and will also be posted on the Walt Disney Company website. The social media specialist will keep all social media accounts updated with the latest information for all members involved to see.


Pre-Information

As a worldwide company, we must be prepared for anything that could possibly happen. Being prepared will be a key factor in the success of this crisis communication plan. Each employee should know the company values and the code of conduct in order to understand how the company will operate at the time of a crisis. The following documents should be on hand in the event of a crisis dealing with chemical spills. These documents will aid the crisis communications team and outline many of the procedures we have in place aimed at keeping the public safe and maintaining a chemical-free environment.

Mission Statement and Core Values The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.

Walt Disney Company Sustainability Goals Outlines the goals for the future and today in terms of sustainability.

Disney Parks Reports Regarding sales, maintenance, investments, and other financial aspects.

Disney Parks Risk Management Processes Outlines responsibilities of risk managers throughout Disney Parks.

Park Safety Programs and Policies Detailed information regarding standards for development and operation of theme park attractions, enforcement of Disney Parks’ standards and state regulations for ride systems.


Pre-Information – News Release

Contact: ______________ Email: _______________ Phone: _______________

For Immediate Release

Disney Parks Experience a Chemical Spill

Disney Parks has recently experienced chemical spill at the ___________ facility located in _________. The chemical spill occurred from _________ to ________ and ______ people were affected by the pollution. Although Disney Parks did not expect for this to transpire, the company is taking full responsibility and vows to handle this crisis by taking the procedures that are already in place. The Walt Disney Company is committed to public safety and restoring and maintaining a chemical-free environment. Disney Parks has specific plans in place to make this time as simple as possible for all parties involved. Disney Parks is completely honest and transparent to all news and media outlets. The Walt Disney Company prides itself in honesty and integrity, both within our company and in our sales, we are fully dedicated to making the customers’ experience in Disney Parks the best it can possibly be. The Walt Disney Company a leading diversified international family entertainment and media enterprise with five business segments: media networks, parks and resorts, studio entertainment, consumer products, and interactive media. For more information, visit our website: http://thewaltdisneycompany.com/


Evaluation The communications team will each evaluate the crisis communication plan and its effectiveness after the crisis has ended. The evaluation of this plan will involve examining which aspects worked well and identifying parts of the plan that need to be improved. The evaluation will focus on media coverage, community perception, internal and external public perception, and the effectiveness of the crisis communication team. It is crucial for this evaluation to take place within one month of the crisis to ensure the events that occurred are fresh in everyone’s mind. The results from these evaluation techniques will be used to improve our crisis communication plan and make any necessary company policy changes. Surveys One evaluation technique to be employed will be the use of surveys. The surveys will be online and disseminated through email. This is an efficient way to gather information about how well the communications were conducted during the crisis. We can get the survey out to a vast amount of people in a relatively short time span. The surveys will be voluntary, but those who complete it will receive discounts for Disney products. The two types of surveys that will be administered will be focused on crisis communication and perception.

The Crisis Communication Survey will have questions that refer to specific instructions from the plan, ask if it served its purpose for the employees of Disney Parks, and aspects that could be added to the plan in order to improve its effectiveness. This survey will only be given to our internal publics.

The Perception Survey will be aimed at finding out how many individuals thought we handled the crisis. It will have questions regarding their thoughts about the Walt Disney Company and Disney Parks before and after the crisis event, if they think we should have done things differently, what was done well, and if they were able to access information about the crisis easily. This survey will be altered slightly, depending on what audience it is sent to. This will be sent to industry representatives, media representatives, consumers selected at random, and our internal publics.


Interviews We will conduct interviews with all internal publics who were directly involved with the crisis communications. Depending on the internal public group, the interviews may be individual or in groups. These interviews will provide a more in depth evaluation of how the communications were handled during the crisis. We will allow all interviewed individuals to provide suggestions and identify where improvements should be made. We will specifically ask if they thought our communication techniques were effective and how they can be improved. All of the results will be compiled, recorded, and then put into place. This will allow us the opportunity to demonstrate that we value the opinion of everyone involved in the company, regardless of level or position. Focus Groups We will hold focus groups of 5-10 people to receive feedback on the handling of the communications of this crisis and the perception of our company. The groups will consist of our internal or external publics. The groups will either contain all internal or all external publics. The internal groups would be selected at random and their positions may range from board member to park employee to shareholder. Within the external publics, there may be members from the community, dedicated customers, industry representatives, or media representatives. The groups will focus on the perception of our company and the effectiveness of the communication methods. These groups should meet six months after the crisis and then one year after. This will allow us to gather information on the perception of our company over a long period of time.


Closing Statement

The Walt Disney Company stands strong on its core values and concern for the safety of its consumers. We take pride in our mission and core values and want to ensure the handling of this crisis reflects both our mission and core values. We know that everyone at the Walt Disney Company and Disney Parks can collaborate as a team to enact this crisis communication plan and effectively contain this matter. By taking the time to read this plan and understand the procedures that must occur in the event of this crisis, you are already contributing to the continuing success of our company. By sticking to our core values, we know we are capable of solving any problem and restoring faith in our products and business. Thank you for your dedication to our company. - The Walt Disney Company Public Relations Team

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