brookfield zoo crisis communication...

Brookfield Zoo Crisis Communication Plan

Problem/opportunity: To create a crisis management plan for Brookfield Zoo based off of the proposed problem, which was to address the Chief Advancement Officer wearing a seal fur coat to a Brookfield Zoo fundraising event and the boycott that commenced by animal rights protestors.

Special circumstances: This was a crisis management plan created for a class project. The crisis is not a real problem, it was proposed by our professor in order to use our plan on an actual crisis. It was created in a team of seven, however I individually completed the general social media plan, the immediate response checklist, and the social media strategy for the seal fur coat crisis.

Target public(s): Target publics for the project included our professor, Dr. Rebecca Hayes and internal Brookfield Zoo audiences, which are those who would be most likely interested in executing the plan into their everyday use.

Objective: To create an entire crisis management plan serving any issue that could affect the zoo, and then used the plan to address an actual crisis situation based on the plan we had created.

(Benchmark: Because this is a randomly proposed crisis by our professor, the benchmark is zero.)

Evaluation: If the crisis management plan were existent, it would be evaluated by its actual use. Our professor also evaluated this plan.

Crisis Communication Plan

Updated May 1, 2014

By: Tori Atwood, Kelsey Bishop, Rory Garrity, Tayler Hoffman, Marysia Mackenzie, Lauren Ruzicka, & Tracey Sands

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Table of Contents

Crisis Communication Plan Introduction ................................................................................................................3 Mission Statement & Plan .........................................................................................3 Potential Crises ..........................................................................................................4 Crisis Management Team & Roles ............................................................................4 Key Publics & Stakeholders ......................................................................................6 Crisis Preparation & Prevention Plan ........................................................................6 Media Audit ...............................................................................................................7 General Social Media Plan .........................................................................................7 Third Party Potential Supporters ................................................................................8 Immediate Response Checklist ..................................................................................9 Communication Channels Worksheet ........................................................................10 Key Messages Worksheet ..........................................................................................12 Press Release Template ..............................................................................................13 Organizational Backgrounder ....................................................................................14 Media Log Sheet ........................................................................................................16 Crisis Team Contact Information ...............................................................................19 Evaluating the Crisis Plan ..........................................................................................20 Seal Fur Coat Crisis Seal Fur Coat Crisis Response Strategy .....................................................................23 Seal Fur Coat Crisis Press Release ............................................................................24 Seal Fur Coat Crisis Key Messages ...........................................................................25 Seal Fur Coat Crisis Social Media Strategy ...............................................................26 References ..................................................................................................................28

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Introduction Brookfield Zoo, also known as the Chicago Zoological Society, houses over 450 species

of animals. They are known for using moats and ditches for the animals instead of cages to separate the different animals. In any normal circumstance, Brookfield Zoo operates under a strict set of policies, bylaws, and procedures that have been set in place to assure that the daily operations of the zoo are run efficiently and in a professional manner. The chains of command, as well as the communication during the normal operations are clearly spelled out and are documented below. The plan will include the following:

• Contact information for crisis team and the roles they play • Media procedures and logs • Key message platforms for publics and the media • Guidelines for social media

However, in times of crisis and/or in cases of natural disasters, the guidelines for normal

daily operations may not be appropriate and/or effective in a worst-case scenario. It is for these reasons that a contingency plan must be set into place. Without such a plan, a crisis situation may lead to irreplaceable damage to the organization. Consequently, Brookfield Zoo could potentially expose itself to a variety of other liabilities leading to image and reputation damage, inside and outside the organization. Failure to respond in a timely manner to a crisis situation could lead to simple problems, but eventually affect the entire industry as well.

The purpose of this plan is to help assist the staff and management in making quality decisions in a timely manner during a crisis situation. It is important to remember that this plan is meant to only serve as a resource in a time of crisis. It is more of a guide and is not meant to be all-inclusive. It will assist management, and ensure the continuation of the various activities and services that are provided by Brookfield Zoo.

Attached is a form of a working document that should be continually updated, reviewed and revised as necessary. Potential situations of crises may arise that have not yet been addressed up to this point and will need to be added on a later date.

Mission Statement & Plan

The purpose of this plan is to clearly and efficiently communicate Brookfield Zoo’s commitment to crisis management and uphold the positive reputation and image of the zoo. The plan will involve the zoo as a whole including Brookfield Zoo staff, Board of Directors, and management. It is also designed to effectively communicate internally and externally. Having a plan that is ready to be executed will benefit Brookfield Zoo and will play a key role in saving time in preparation for when a crisis arises.

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Potential Crises Below is a list of potential crises that may occur within Brookfield Zoo. This list does not

include all potential crises; however, it is a guide to begin the preparation process. Likely Crises: Malevolence

• Kidnapping Workplace Violence

• Injuries to Zookeepers from animals Rumors

• Stakeholders believing animals are being mistreated due to miscommunication/rumors Challenges

• Animal Activists fighting against caging animals • Ticket sales drop • Child goes missing from group

Technical Error Accident • Fire to building(s)

Human Error Accident • Zookeeper injured from breaking protocol with animals

Organizational Misdeeds • Mistreating the animals

Unlikely Crises: Natural Disaster

• Tornado Malevolence

• Terrorism Human Error Accident

• Animal escaping from zoo/cage due to unlocked cages • Visitor falling into cage or getting too close in the vicinity of animals and getting injured

Crisis Management Team & Roles Roles: Tracey Sands: Spokesperson

• Will know and understand how to communicate consistent and accurate messages in a timely manner

o In order to prepare for the following, the spokesperson must undergo media training

! Social Media: brief, descriptive messages; update frequently as new information comes through (communicate when necessary, but do not withhold information)

! Other Media: transparent, empathetic messages, open to questions and easy to get ahold of with a quick response

! Press Conferences: must be attentive, listen well, answer quickly and be prepared for any question/remark from the press

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• Works with general liaison as the back-up spokesperson, this will support the organization in case the first spokesperson is unavailable to speak/communicate for any reason

Tori Atwood: Public Health and Safety Officer

• Will be prepared for basic to fatal injuries, including but not limited to: o Seizures o Panic Attacks o Loss of blood o Animal attacks o Major cuts/bruises

• Will be prepared for any bacteria/viruses spread throughout the zoo stemming from animals or humans

Marysia Mackenzie: Legal/Attorney

• Will be prepared for lawsuits from customers, stakeholders, animal activists, etc. o Understands Brookfield Zoo procedures, safety codes, rules/regulations o Understands the legal ‘ins and outs’ of the zoo

Lauren Ruzicka: Groundskeeper/Facility Manager

• Leader in the grounds and facility of the zoo o Must know:

! Evacuation plan ! Location of equipment ! How to properly treat the animals during any crisis

• Main goal is to protect the land and the animals of Brookfield Zoo to keep safe and unharmed from any situation/crisis

Kelsey Bishop: General Liaison/Backup spokesperson

• Works as a leader and keeps the team organized and on task • Works directly with the Spokesperson.

o Will be the first contact person when the original spokesperson is unavailable. ! (As above) will undergo media training and be prepared for every

situation with the media Tayler Hoffman: Finance/Business Officer

• Will keep track of revenue gain/loss during a crisis o Including reputation and customer approval gain/loss

• Will help determine the financial plan for resolving a crisis o What finances Brookfield Zoo has to spend to recover, along with what finances

Brookfield Zoo has for maintaining its’ normal functioning Rory Garrity: Chief of Public Officials (police, fireman, EMT, etc.)

• Will be on call for any crime, injury and/or fire o Brookfield Zoo police/security will work with these public officials to create a

team that is strong and determined

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• Main priority is the civilians o Do whatever is best for the civilians safety

Key Publics & Stakeholders

Key publics or stakeholders that are affected during a crisis need to be contacted by the crisis management team. The crisis management team never neglects any information about the organization. The Community:

• Brookfield Zoo has its own community, which can lead to certain needs and problems the zoo will face. For example, safety regulations, noise, cleanliness, certain smells from the animals, inconvenience of car parking spaces, etc.

Customers: • Brookfield Zoo can bring in a lot of individuals from around the area. Individuals in the

neighborhood that are consistent visitors of the zoo will apply for membership passes. Suppliers:

• There are suppliers who supply service for the zoo such as food, drinks, and there are suppliers who supply products for the animals such as food, cages, toys, etc.

Employees: • The employees of Brookfield Zoo allow the zoo to function properly by ensuring safety

needs for the public. They work together to achieve goals that any actions Brookfield Zoo takes will support a consistent identity for the company and will clearly communicate messages to the internal organization and to the public.

Distributors: • Individuals who handle the goods in bulk between producer and consumer based on what

the zoo needs in a certain amount of time. Opinion leaders:

• All people who express opinions that can harm or help the zoo. Opinion leaders can range from parents to protesters. They have certain beliefs and get groups together to jump on board with what they think about a specific topic.

The Media: • The media is Brookfield Zoo’s direct route to your publics. Publishers, producers, editors

and journalists have total control over what the publics see and hear in the media. Crisis Preparation & Prevention Plan Preparation Plan:

• Define the scope of the crisis: Brookfield Zoo must state if the crises are local, regional, national, or international.

• Establish a unified response: Brookfield Zoo should have one spokesperson and one person to release statements to the media.

• Keep the message simple, clear, consistent and tailored to each audience.

To prevent future crises, our crisis team must understand the media will/want to know what happened, why it happened and what the organization is going to do to ensure it never happens again. It is important for all staff members and board members to start a recovery and restoration process as soon as a crisis occurs so that the organization is able to prevent the

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problem in the future. By applying the following steps the organization should recover physically and mentally. Prevention Plan:

• Local Papers o BrookfieldNOW

• Local Radio o WGN

• Twitter Feed • Facebook • Instagram • YouTube

Media Audit

Traditional Media Television: ABC 7 Chicago (312) 750-7777 NBC Chicago (312) 836-5555 WGN-TV (773) 528-2311 Fox Chicago (312) 565-5532 CBS Chicago News (312) 899-2222 Radio: WGN (312) 981-7200 Newspapers: Chicago Tribune (800) 874-2863 Daily Herald (847) 427-4333 Chicago Sun-Times (312) 321-3000 New Media Blogs: Chicago Zoological Society - Youth Conservation Blog [email protected] Your Green Life - Shawna Coronado @ShawnaCoronado

General Social Media Plan We will use social media as one of our main tactics to reach out to our audience. All

employees will have access to social media accounts and knowledge of proper steps to inform the audience of any crisis. Within 24 hours of the crisis-taking place, all accounts will be updated in response apologizing for our faults and actions taken to prevent future occurrences. We will use these outlets to thank our customers for their understanding and

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appreciation during the difficult time within our organization and assure that it will not transpire again.

• Facebook o All employees will be trained to post a status from Brookfield Zoo’s Facebook

account in immediate response to a crisis faced. o Due to a large amount of feedback from the audience, individual comments will

not be rational. o Statuses will be updated regularly as information is received. o The account will be transparent and will reach out to any audience that is

concerned or questioning the problem. • Twitter

o All employees will be trained to post a tweet from Brookfield Zoo’s Twitter account informing the audience of the crisis in condensed form.

o Due to limited amount of characters used, all employees will attach a link of the article from our website that our followers will be able to access.

o All tweets will be apologetic and will reach all customers affected o Tweets will be posted live as information is being received, keeping our audience

informed. o Our employees will answer all followers with direct questions in a timely manner. o We will encourage our customers to direct message our organization or reach out

to us on a different media outlet. o We will be transparent throughout all of our tweets and direct messages.

• Instagram o This outlet will be used to give the audience a visual of our progress. o All employees will be properly trained to use pictures with captions explaining

our crisis. • YouTube

o Videos will be posted as information is being given to our organization of our CEO explaining the situation to our audience.

o The videos will give our organization the opportunity to apologize o Videos will not always be necessary depending on the severity of the crisis. o Videos will be updated regularly

Third Party Potential Supporters

• Hinsdale Humane Society o The Humane Society cares about the protection of their animals. They want to

make sure that Brookfield Zoo is taking care of their animals in a proper manner. They will help Brookfield Zoo deliver the proper ways to take care of our animals with the most superior techniques.

• Bison Circle o Bison Circle is another organization that would support Brookfield Zoo if in a

crisis. The Bison Circle is an organization that inspires to connect people with wildlife, animals and nature. With this relationship, Bison Circle is able to promote the importance of conservation and healthy well being for animals and nature. Because of their ideals and values, Bison Circle supports the effort

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Brookfield Zoo takes in making sure the animals are well kept and the lands are well preserved.

• Shedd Aquarium o Shedd Aquarium has been affiliated with Brookfield Zoo in the past, and they also

deal with a great variety of animals and wildlife. Shedd Aquarium would be able to help Brookfield Zoo with the many aspects of care and protection of our wildlife, because they deal with these duties on a day-to-day basis.

• Forest Reserve District of Cook County o The mission of Forest Preserves of Cook County is to restore and manage the

natural landscapes in the Cook County area. The organization wants to not only preserve the land, but educate the population about the importance of the land and being environmentally friendly. Furthermore, the Forest Preserves of Cook County wants to partake in scientific research. Supporting Brookfield Zoo helps this organization study the animals and the wild land they are acclimated to.

o Brookfield Zoo is located within the 68,000 acres of the Forest Reserves of Cook County and it is the obligation of the organization to take care of the grounds. Because Brookfield Zoo is affiliated with Forest Preserves of Cook County, the organization will want to promote and support the well being of the Zoo.

• Lincoln Park Zoo o Lincoln Park Zoo is another zoo in the Chicago land area. They would be a huge

support of Brookfield Zoo because they represent different communities and still have the same goals. Lincoln Park Zoo and Brookfield Zoo both have conservatory leadership and animal awareness goals for the diverse communities around the organizations. This would benefit Brookfield Zoo having support from the other dominant zoo in the Chicago land area.

Immediate Response Checklist Step One - Initial Awareness

" Ensure safety- Call 911 if needed " Alert Director of Marketing Communications " Contact Board of Directors to set up meeting " Direct all questions and calls to Marketing & Branding Department " Assess situation and level of impact " Decide to issue a written statement or to hold a press briefing " Alert media times to come to Brookfield Zoo if press briefing is held

Step Two – Find Out All Information

" Gather known facts " Hire outside agency to investigate crisis " Determine if injuries and/or fatalities (do not release names) " Assess public health hazard (if any) " Establish what authorities must/should be consulted " Coordinate with outside agencies i.e. animal control, emergency services, etc. " Create a public message to release media, use key messages worksheet " Begin to plan to inform internal, stakeholder audiences

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Step Three – Message Truth and Growth " Establish timeline " Verify information and decide value of sharing " Keep Board of Directors up-to-date " Update legal department, then update stakeholders

Step Four – Media Preparation " Start media log " Establish and practice with designated spokesperson " Discuss potential media questions " Prepare media site at Brookfield Zoo " Approval from Board of Directors for media statement " Acknowledge press attendees in the best approach

Step Five – Press Arrival " Form sign up station " Provide restrictions for filming and photography " Commence briefing " Inform press with dates, location, and time of future updates " Deliver media with further resources

Step Six – Media Follow-Up " Maintain media coverage " Find and correct factual errors " Update media on progress " Log all media contact " Evaluate the plan success and revise as needed

Communication Channels Worksheet During the course of a crisis, Brookfield Zoo will communicate information by the

channels indicated below. The crisis communication team will develop a proper message with the spokesperson and administrator immediately and update the indicated channels indicated below:

• Web Page o Brookfield Zoo will upload all current and immediate information regarding the

specific crisis that can be offered to the public as soon as possible on the web page.

• Social Networking o Brookfield Zoo will post to our Facebook page to add information on any crisis in

a “status update.” They will add basic information; such as the “zoo is currently closed due to . . .” As soon as information becomes available “This __________has occurred at Brookfield Zoo. We are now closed. Please refer to this page for updates and information as to when we will re-open.”

o Brookfield Zoo will use our Twitter page as well to add information on any crisis in a “tweet.” This page will carry only basic and brief information. “Due to . . . we are currently closed.” When the event or crisis has been resolved this page would be used to indicate, “Brookfield Zoo is now open!”

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• Traditional Media - TV, Radio, Newspaper o Brookfield Zoo will use traditional media to reach out to the community. This will

allow publics to hear information on any crisis immediately, especially for ones who do not use social networking. Traditional media allows Brookfield Zoo to reach out to the public in an organized and effective manner.

• Public Meetings o Meetings for the public will allow the Crisis Communication Team to present

information on any crisis in a professional way to the public and stakeholders. This will allow public concern to be expressed and gives our organization the opportunity to address questions they may have.

• Intercom o For patrons that are currently visiting Brookfield Zoo, a continuous message will

be played on the intercom directly to the public all exits at Brookfield Zoo and when to look for information as it becomes available.

Key Messages Worksheet See page 12

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Key Messages Worksheet

Key Message 1: Key Message 2: Key Message 3:

Support 1.1 Support 2.1 Support 3.1



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Press Release Template FOR IMMEDIATE RELEASE Contact Name: Tracey Sands Contact Phone Number: (708) 888-1234 Contact Email Address: [email protected] Date Headline One Sentence 7-10 words; describes the major point of the release: Dateline A brief paragraph, fewer than 30 words, introducing major topics in release; include City and Date, in that order. Tie in attention getters; touch on why audiences should care. Main Paragraph • Answer the 5 W’s: Who, What, Where, When and Why of the story:

o Who is affected? o What is going on? o Where is this taking place? o When did this happen? o Why is this important?

• Include a quote in this section o Quote will come from Brookfield Zoo’s VP of Public Affairs and CEO that can

help make topics pertinent to all reading. Make sure quote ties entire press release together.

o Name of VP of Public Affairs: Matthew Mayer o Name of CEO: Stuart D. Strahl

• For each topic in press release provide supporting evidence. More Information For more information, please contact: Spokesperson Tracey Sands at (708) 888-1234 or email at [email protected]. Or please visit www.brookfieldzoo.org for more information.

Brookfield Zoo: Chicago Zoological Society Phone Number: (888) 587-0101 Website: www.brookfieldzoo.org

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Organizational Backgrounder Vision The Chicago Zoological Society is a recognized leader in influencing people’s actions to conserve wildlife and value nature. Mission To inspire conservation leadership by connecting people with wildlife and nature. Values People Working to create a better world for wildlife and nature Results Acting with a sense of urgency to achieve measurable outcomes Innovation Seeking ways to improve our effectiveness continuously Diversity Embracing and valuing commonalities as well as differences Enthusiasm Bringing energy and passion to our work everyday Who We Are

Brookfield Zoo is one of the top five zoological societies in the nation. Since its’ commencement in 1921, Brookfield Zoo’s main mission has been to “inspire conservation leadership by connecting people with wildlife and nature.” As our population becomes more urbanized, Brookfield Zoo has made its mission to promote more openness with nature and conservatory efforts.

Brookfield Zoo set the standard; they were first to exhibit giant pandas, to produce a simulated indoor rain forest and indoor dolphin exhibit. Within the first two years, Brookfield Zoo met its’ 2 millionth guest and became recognized as one of the top zoos in the nation.

Now, 75 years later Brookfield Zoo has evolved into a Conservation Leadership Center focused on molding together nature, wildlife and people. The mission and vision are more relevant than ever before as the 2010-2015 plan is underway. Brookfield Zoo has used this plan as a time to find better, more creative ways to engage and influence people to value nature and protect wildlife.

As times change, Brookfield Zoo has altered simultaneously. While we change to fit the time and needs, we have managed to keep our zoo as a familiar family trip; Brookfield Zoo has kept almost everything the same since so each generation can share it. This is how Brookfield Zoo has become powerful for achieving the zoo’s vision to influence people’s actions by conserving wildlife and valuing nature. The graph below demonstrates Brookfield Zoo’s transition into a Conservation Leadership Center in the 21st century.

8400 W 31st St, Brookfield, IL 60513

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Where We Are Going Where we want to go is in accordance with the Society’s four “Pillars” that outline our priorities:

• Innovations and Excellence in Conservation, Education and Research • Extraordinary Guest Experience • Institution of Choice • Sustainable Future

Our Strategic Plan was remodeled in 2009 to better fit and demonstrates a more in-depth

view of Brookfield’s future. Through our two institutional centers: the Center for the Science of Animal Welfare (CSAW) and the Center for Conservation Leadership (CCL) we are showing our mission and vision at work. CSAW will further our traditions through developing the standards regarding animal welfare. We will envelop the field with veterinary advances that fit our mission and advance animal welfare, at Brookfield Zoo (CZS, 2009).

To reach our conservation needs and pursue our mission, we are finding ways to increase the general understanding of animal welfare. To generate more awareness regarding animal welfare we understand that in order to further our efforts we need to recognize people’s thoughts behind conservation efforts and find better ways to embrace diversity while incorporating it into the Chicago Zoological Society. We are putting an emphasis on developing new conservation programs by engaging the surrounding communities, creating innovative exhibits that align with our mission, and developing new research through wildlife observations. These initiatives will help Brookfield remain as a pillar zoological society. Through all our new implementations and institutional centers, we hope to inspire a variety of people and families to become future conservation leaders (CZS, 2009).

Information provided by the Chicago Zoological Society http://www.czs.org/czs/About-CZS/Strategic-Plan/Strategic-Plan-2010-2015

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Media Log Sheet Response Team

Area of Expertise Name/Title Organization Contact Information

Animal Safety and Health

Office: Cell: Home: Fax: E-mail:

Legal/Labor Law


Crisis and Risk Communications


Human Resources


CEO and Corp. Reputation


Board of Trustees Liaison


Public Affairs


Veterinarians


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Industry Experts

Company Name Title Contact Information

Zoo Emergency Response Teams


Environmental


Crisis and Risk Communications


Police


Animal Services


Veterinary Services


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ABC News 190 North State Street Chicago, Illinois 60601 Phone: (312) 750-7070 General e-mail: [email protected] Nightline: [email protected] 20/20: [email protected] CBS News 22 W Washington St, Chicago, IL 60602 Phone: (312) 899-2222 Email forms for all CBS news programs CBS Evening News: [email protected] The Early Show: [email protected] 60 Minutes II: [email protected] 48 Hours: [email protected] Face the Nation: [email protected] CNN One CNN Center, Box 105366, Atlanta, GA 30303-5366 Phone: (404) 827-1500 Fax: (404) 827-1906 Email forms for all CNN news programs Fox News Channel 1211 Ave. of the Americas New York, NY 10036 Phone: (212) 301-3000 Fax: (212) 301-4229 [email protected] List of Email addresses for all Fox News Channel programs Special Report with Brit Hume: [email protected] FOX Report with Shepard Smith: [email protected] The O'Reilly Factor: [email protected] Hannity & Colmes: [email protected], [email protected] On the Record with Greta: [email protected] NBC 454 N Columbus Dr. Chicago, IL Phone: (312) 836-5555 Fax: (212) 664-4426 List of Email addresses for all NBC news programs NBC Nightly News with Tom Brokaw: [email protected] NBC News' Today: [email protected] Dateline NBC: [email protected]

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MSNBC One MSNBC Plaza Secaucus, NJ 07094 Phone: (201) 583-5000 Fax: (201) 583-5453 List of Email addresses for all MSNBC news programs Hardball with Chris Matthews: [email protected] MSNBC Reports with Joe Scarborough: [email protected]

Crisis Team Contact Information Mobile Work Email

Spokesperson

Tracey Sands (708) 555-1213 (708) 888-1234 [email protected]

Public Health and Safety Officer

Tori Atwood (708) 555-1214 (708) 888-1236 [email protected]

Legal/Attorney

Marysia Mackenzie (708) 555-1215 (708) 888-1237 [email protected]

Groundskeeper/Facility Manager

Lauren Ruzicka (708) 555-1216 (708) 888-1238 [email protected]

General Liaison/Backup Spokesperson

Kelsey Bishop (708) 555-1217 (708) 888-1239 [email protected]

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Finance/Business Officer

Tayler Hoffman (708) 555-1218 (708) 888-1240 [email protected]

Chief of Public Officials

Rory Garrity (708) 555-1219 (708) 888-1241 [email protected]

Evaluating the Crisis Plan A successful completion of the Crisis Communication Plan will stop the crisis from affecting the maintenance of the organization. To do so, the key messages must be transported out and accepted with little repercussion from the stakeholders involved. Regular business operations must be reconditioned or unaffected and the reputation of Brookfield Zoo must be restored, amended, or unaffected. In order to achieve this, full commitment and implementation of the above crisis communication plan must occur for all employees. The crisis plan should be implemented as stated, but when necessary, may change to adapt to certain circumstances.

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Seal Fur Coat Crisis Updated May 1, 2014

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Table of Contents Seal Fur Coat Crisis Seal Fur Coat Crisis Response Strategy .....................................................................23 Seal Fur Coat Crisis Press Release ............................................................................24 Seal Fur Coat Crisis Key Messages ...........................................................................25 Seal Fur Coat Crisis Social Media Strategy ...............................................................26 References ..................................................................................................................28

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Seal Fur Coat Crisis Response Strategy Our crisis response team has decided to implement the diminishment posture intermixed with aspects of the rebuilding posture. For this particular crisis, Brookfield Zoo will start out by apologizing for Ms. Zeigler’s actions and then asking for forgiveness but will not full responsibility for the entire crisis that has occurred. Brookfield Zoo does not see the actions of one person as something that is under Brookfield Zoo’s control. By doing this, the members of the crisis team are reducing the organization’s responsibility of the crisis. Brookfield Zoo will justify these actions once they have made a decision regarding the resignation of the Chief Advancement Officer. This will allow Brookfield Zoo to state whether the victim deserved the consequence. This approach is vital and will prevent Brookfield Zoo’s name from being tarnished because of one individual’s actions.

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Seal Fur Coat Crisis Press Release FOR IMMEDIATE RELEASE April 30, 2014

FOR MORE INFORMATION CONTACT: Tracey Sands Spokesperson

(708) 888-1234 [email protected]

Brookfield Zoo resigns Chief Advancement Officer

CHICAGO, Ill. - Brookfield Zoo’s Chief Advancement Officer, Cindy Zeigler, has been asked to resign after creating a boycott against Brookfield Zoo and herself regarding poor choices.

Zeigler was photographed wearing a grey seal fur coat at a fundraising event just weeks after a new grey pup seal was born into the Brookfield Zoo family. Brookfield Zoo’s donations immediately decreased and animal rights activists along with the general public were outraged at Zeigler’s ignorant behavior.

“This is not how we trained our employees to behave outside of our organization. We apologize for the disrespect and blatant ignorance. My team and I are doing everything to move forward from this and make sure it does not happen again,” stated Matthew Mayer, Vice President of Public Affairs.

The outrage was originally confined to social media with #coatgate trending. The Chicago Tribune quickly picked up on the trend and covered the story for the next issue.

“Seal hunting is a barbaric practice and creates hypocrisy of the jacket worn by Zeigler at the party in support of the zoo’s conservation mission,” stated Stuart D Strahl, President and CEO. “We are taking all actions necessary to eliminate the source of the problem. We will make sure to prevent this type of behavior from happening in the future.”

Brookfield Zoo is Chicago’s Zoological Society. The mission of Brookfield Zoo’s organization is to inspire conservation leadership by connecting people with wildlife and nature. The leaders main focus is to teach, guide, and motivate individuals to protect the world’s threatened wildlife and ecosystems. As Brookfield Zoo, we will continue to stand by our mission and work towards creating a better environment for the animals.

For more information and updates, please contact Brookfield Zoo Spokesperson, Tracey Sands at (708) 888-1234 or email at [email protected]. We also encourage you to visit our website at brookfieldzoo.org.

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Seal Fur Coat Crisis Key Messages

Key Message 1: It has come to our attention that there is a situation at Brookfield Zoo that poses an extraordinary or imminent threat to the safety or well-being of our patrons, animals and/or property.

Key Message 2: We apologize for this incident regarding Ms. Zeigler’s decision to wear this type of clothing to a fundraising event in honor of Brookfield Zoo. We will be more aware of this type of behavior in the future.

Key Message 3: Details and information as they occur can be found on our webpage, Facebook and Twitter accounts.

Support 1.1 We acknowledge that the grey seal fur coat that our Chief Advancement Officer recently wore may have offended some individuals.

Support 2.1 We have spoken with Ms. Zeigler regarding this situation and have addressed the serious consequences she will face due to her actions. These actions were seen as offensive and do not support Brookfield Zoo’s values.

Support 3.1 Thank you for your patience during this difficult time. As soon as we have any further information, we will update all media pages.

Support 1.2 We here at Brookfield Zoo do not support the practice of seal hunting and understand that this deeply offended many of our zoo’s patrons and supporters. We hope this recent event does not taint the reputation that Brookfield Zoo has in relation to the protection and security of all animals.

Support 2.2 The actions of Ms. Zeigler have been documented. She has resigned from her position and will not remain apart of the Brookfield Zoo family.

Support 3.2 Please refer to our webpage, Facebook and Twitter pages for information about this situation and when Brookfield Zoo will resume normal operations.

Support 1.3 We want to thank you for all of your support in the past, and for your interest in the animals here at Brookfield Zoo and around the world. We appreciate the patience you have shown during this unfortunate event.

Support 2.3 Any abnormalities in relation to any fundraising program here at Brookfield Zoo will be looked into immediately and any adjustments or retributions will be handled quickly and with professionalism.

Support 3.3 We thank you for your patience during our recent unforeseen event and look forward to your next visit to Brookfield Zoo. We hope to continue to provide an extraordinary experience for our guests for many years to come.

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Seal Fur Coat Crisis Social Media Strategy Brookfield Zoo social media outlets should begin with the crisis response. Our goal is to be transparent and consistent with all other responses. To find a solution to the problem we will pinpoint where the issue originated, how we can inform the public about the situation, and how we will fix the problem. Facebook, Twitter, Instagram, and YouTube will be utilized during this crisis. Facebook: “Brookfield Zoo will take action to inform all of our employees about what they need to know and understand, such as the rules of animal safety and how to implement them. The safety of our animals will remain an important aspect of our organization.” -Initial Response (repeat status update as necessary) “The care and safety of our animals is one of our top priorities. What else can our organization do to make our patrons and supporters aware we are protecting all of our animals in an effective and efficient way?” -New Conversation (Post YouTube video of CEO apology) “CEO Stuart D. Strahl explains how Brookfield Zoo is taking immediate action of the situation at hand. Brookfield Zoo employees are being informed of appropriate manners that will be implemented.” -Post when available Twitter: “All BZ employees are to be informed of the proper behaviors that will be applied. We are advancing from this in an efficient way #BrookfieldZoo” -Initial Response “Our animals are a top priority at BZ. What else can we do to show you that we are providing our animals full protection? #BrookfieldZoo” -New Conversation (Post link to YouTube video of CEO apology) “CEO Stuart D. Strahl is taking action and informing all #BrookfieldZoo employees of appropriate manners.” -Post when available Instagram: (Post picture collage of several animals at Brookfield Zoo) “Brookfield Zoo is working hard to keep the animals’ safety a priority and the employees informed of these appropriate manners. Take a look at these beautiful animals enjoying the day here at Brookfield Zoo!” -Initial Response

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YouTube: A live statement done by CEO Stuart D. Strahl should be posted on YouTube during this crisis. “On behalf of Brookfield Zoo, I am here to provide information about the situation in regards to our Chief Advancement Officer of Brookfield Zoo. We acknowledge that the grey seal fur coat Ms. Zeigler recently wore may have offended individuals and supporters. We apologize for this, and have spoken with her regarding her poor decision of clothing choice that was worn to a fundraising event for Brookfield Zoo. We are now taking immediate action by informing our employees of the proper behaviors that should be displayed while being an employee of Brookfield Zoo. The care and safety of our animals is one of our top priorities and we want to ensure all patrons and supporters that our animals are still under proper care and protection of Brookfield Zoo.” -Stuart D. Strahl, CEO and President of Brookfield Zoo (post on Facebook, Twitter, and blogs)

If there are questions, comments, or concerns regarding the Seal Fur Coat Crisis Communication Plan, please contact Crisis Communication Legal/Attorney, Marysia Mackenzie by phone: (708) 888-1237, or by email: [email protected].

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References Chicago Zoological Society (2014). Bison circle.Retrieved from

http://www.brookfieldzoo.org/CZS/Support-the-Society/Bison-Circle Chicago Zoological Society (2014). Brookfield zoo. Retrieved from

http://www.brookfieldzoo.org/czs/Brookfield/Zoo-Home Chicago Zoological Society (2014). For a better world: Young conservationists making a

difference. Retrieved from https://www.brookfieldzoo.org/CZS/cetblog%20 Chicago Zoological Society (2009). The future of conservation: 2010-2015 strategic plan.

Retrieved from http://www.czs.org/czs/About-CZS/Strategic-Plan/Strategic-Plan-2010-2015

Chicago Zoological Society (2014). Zoo explorer. Retrieved from

http://www.brookfieldzoo.org/czs/specialevents Forest Preserves of Cook County (2014). Mission and vision. Retrieved from

http://fpdcc.com/about/mission-vision/ Meredith College (n.d). Crisis communication plan. Retrieved from

http://webpages.acs.ttu.edu/jstill/3365/Plan_Example.htm

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