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Amusement Ride
Crisis Communications: Lessons Learned
November 15, 2018
Bob Johnson, Outdoor Amusement Business Association (OABA)
Alicia Shoults, Ohio State Fair
Bob JohnsonOutdoor Amusement
Business Association (OABA)
@OABAINFO
Alicia ShoultsOhio Expo Center &
Ohio State Fair
@aliciashoults
OABA immediate actions:
❑ Contact Carnival Owner
❑ Contact Margulies Communications
❑ Communicate with OABA Board
❑ Review Industry Safety Statistics and Carnival Rides Website
❑ Develop spiel for Media calls
❑ Contact IAAPA Safety Committee
❑ Contact KMG ride manufacturer (Attorney)
❑ Communicate Press Release with Industry
❑ Contact ASTM F24 Committee (Amusement Rides/Devices) Executive
Board
Actions by states and fairs
Actions by State Amusement Ride Regulatory Authorities
Illinois, North Carolina, South Carolina, Florida, and others to require additional
NDT testing, inspections, etc.
Actions by State/County Fairs
Discussion of whether or not to operate other KMG rides or other rides with
similar action at their fairs, with their midway providers.
We don’t have all the
answers.
What happened
• Breaking international news
• Lead national news story for 24 hours
with continuing national coverage for
48 hours
• Local coverage lasting the following
year
Lessons
Learned
Be prepared.
• Crisis Communications Plan + Distribution
• Public Relations / On-Grounds Safety Meeting
(2 weeks before accident)
• Ride Safety Meeting (2 days before accident)
• Know your contacts (regulatory, association, etc.)
Work as a team, but …
… stay in your lane.
• Investigators (Ohio State Highway Patrol)
• Ride inspectors (Ohio Department of Agriculture)
• Independent ride inspectors
• Amusement ride provider
• Ride manufacturer
• Governor’s Office
• Others
Notify all involved parties.
• Public Relations
• General Manager
• Governor’s Office
• Staff
• Stakeholders
• PIOs
• Customer service
• The public
• The media
Customers want to know...• Can I get a refund?
• Is the attraction open?
• Why is the attraction still open?
As well as…• Sharing “evidence”
• Accusations
• Support
Use social media.
Social’s role is …• As a breaking news source
• As a validator of events (photos, videos, quotes)
• As a way for journalists to contact the business / witnesses
• As a way news spreads
• A way to monitor news and public comments
Review & remove content❑ All scheduled social (buys, too)
❑ Video and content review
❑ Paid advertising buy – web, television, radio, etc.
Share statements
Mini press releases• Factual, relevant updates
• Anticipate and answer questions
• Refund procedures
• Closures, resuming business, etc.
• Basic verbiage
• Minimal punctuation and emotion
Mini press releases and communicating progress
Press conferences + tours• Check-in sheet
• Mult box
• Podium
• Flags
• Speaker selection
Tours for equal accessThe day after…
Tours for equal accessNearing 48 hours
Be transparent.Create a one-stop shop for mediaMedia website (ohiostatefair.com/media-fireball)
• Video of press conferences
• B-roll
• Requested documents
• Updates
• Contact information for all involved parties
Logistics are vital.
• PEOPLE!
• Radios
• Golf Carts
• Portable chargers
• Crisis files (Dropbox)
• Laptops
• Phones
• Media Center
• Media Staging Area
What are your media
access policies?
Standard operating procedure helped:
• No credentials mailed in advance
• Camera = Escorted by Fair staff
• Every single person is checked in
• Can’t just get into the fair with media badge
Media staging area
• Designated area
• Already fenced in
• A good shot, but not “the shot”
• Restrooms
• Someone in charge.
Feed the beast.
Don’t be caught off-guard
by anniversaries.
• Memorial
• Funeral
• Anniversaries
• Sweeps Mindset (February, May, July and November)
• Grey’s Anatomy
Anniversary coverage
One year laterMedia Ride Safety Day
• 9:00 a.m.- Pre-meeting with all participants
• 11:00 a.m.- Press conference with speaker
intros (3-5 min.)
• Ohio Dept. of Ag director
• Ohio Dept. of Ag chief ride inspector
• Amusements of America spokesperson
• Wagner Consulting, third party inspector
• Bob Johnson, Outdoor Amusement
Business Association
One year laterMedia Ride Safety Day
• 11:30 a.m. - Speaker interviews, Ride Inspection video opportunity
• Each speaker has PR representative to help move process along
• Each media outlet has PR representative to escort them
• Around 1 pm – Event concluded
• 5 pm, 6 pm – local outlets returned for live shots
One year laterMedia Ride Safety Day
One year laterAnniversary coverage
• Two-day anniversary
• Positive coverage
• Moment of silence
• Families / victims visited
• Goal of resuming typical coverage by
third day of fair
Get ready for scrutiny.
Everything under scrutiny
Everything under scrutiny
Keep your ear
to the ground.
• Litigation
• Legislation
• Regulatory changes
• Victim condition• Media opportunities
Lessons Learned
1. Be prepared.
2. Work as a team, but stay in your lane.
3. Notify all involved parties (associations, owners, manufacturers).
4. Use social media.
5. Strategically use press conferences and tours to provide updates.
6. Be transparent.
7. Logistics are vital.
8. Don’t be caught off-guard by monthly/annual anniversaries.
9. Get ready for scrutiny.
10. Keep your ear to the ground.
Use third-party validators.
ASTM F24
Special Meeting in Scottsdale October 2017
Meeting with Regulators (AHJ), Manufacturers, Amusement Ride Industry,
Consumer Products Safety Commission (CPSC)
Creation of New F24 Task Group/“Evolution”
Formed Three separate Task Groups • Evo Group 1: Design/Engineering F2291 Changes
• Evo Group 2: Manufacturing/Operations/Maintenance F1193 and F770 Changes
• Evo Group 3: Inspection/Non Destructive Testing(NDT) F1193 and F2974 Changes