crisis communications plan · 2017. 10. 16. · katherine saldivar, maria spears and aja sanders...
TRANSCRIPT
KATHERINESALDIVAR,MARIASPEARSANDAJASANDERS
CRISISCOMMUNICATIONSPLAN
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TABLEOFCONTENTS
AMessagefromourCEO 3
Acknowledgement 4
PurposeandObjectives 6
Prodromes 6
TheCrisisCommunicationsTeam 7
ContactLog(CrisisCommunicationsTeam) 9
Positioning 9
Organization’sKeyMessages 10
Spokesperson 11
SpokespeopleforRelatedOrganizations 12
ListofEmergencyPersonnelandLocalOfficials 13
MediaPoliciesandProcedures 16
ListofKeyMedia 17
HandlingMediaInterviews 18
KeyPublics 19
NotifyingPublics 20
CrisisTrainingandDates 22
BasicEmergencyPlan 23
CrisisCommunicationsControlCenter
EquipmentandSupplies
TopThreeRisksIdentified 25
ActionStepsinDealingwithaCrisis 26
CrisisOne:AircraftHijacking 28
HoldingStatementandMediaStatementTemplates
PressReleaseTemplate
3
SocialMediaPostTemplates
SampleQ&A
SamplePressConferenceScript
CrisisTwo:MassFlightCancellations 37
HoldingStatementandMediaStatementTemplates
PressReleaseTemplate
SocialMediaPostTemplates
SampleQ&A
SamplePressConferenceScript
CrisisThree:AirplaneCrash 44
HoldingStatementandMediaStatementTemplates
PressReleaseTemplate
SocialMediaPostTemplates
SampleQ&A
SamplePressConferenceScript
EvaluationForms 50
CrisisPlanEvaluation
Post-CrisisEvaluation
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AMESSAGEFROMOURCEO
DearExecutiveTeamandEmployees,Atthistime,Iwouldliketocommunicatetheimportanceofreadingandunderstandingthiscrisisplan.Iholdasincerebeliefthatthepeopleweplacearethefoundationofoursuccess.Withsharedvaluesandanunwaveringcommitmenttocreatingacultureofservice,diversityandcommunity,IbelieveVirginAmericaprovidesanexceptionalworkenvironment.Asyoumayknow,VirginAmericawasbornin2007outoffrustration.Asmoreairlinesconsolidatedandgrewlargerandmorefocusedonthebottomline,flyingintheU.S.becameanawfulexperience.Sowebeganwiththegoalofmakingflyinggoodagain.Ourvisionforthefutureisnotonlytopreservethehighlevelofcustomerservicewehavebuilt,buttobuilduponthisfoundationovertime.OurgoalistobethepremierairlineforpeoplelivinganywhereontheWestCoast.Todothat,wemustbepreparedforanyandallsituationswhichcomeourway.Thisdocumentisintendedtooutlineagenericcrisiscommunicationsplan.ThoroughlyreadingthisplanwillprovideyouwiththeinformationnecessarytoeffectivelyrespondtocrisisandmaintainVirginAmerica’sreputationasaleadingairline.Ibelievehowweperforminchallengingtimesdrivesoursuccess.Bypreparingforcrisis,weareensuringsafetyforourcustomers,employeesandourorganization.ThankyouforyourtimeandcommitmenttoVirginAmerica.Sincerely, DavidCushPresidentandCEOVirginAmericaAirlines
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ACKNOWLEDGEMENT
ToEmployeesofVirginAmericaAirlines,PleasenoteitisessentialforeachemployeetoreadandstudythisplaninorderforVirginAmericaoperationstocontinuerunningsmoothly.Forthisreason,pleasesignthisacknowledgementsheetbelowafteryouhavereadoverthisplanmeticulously.Bysigningthissheet,youwillbeacknowledgingthatyouhavereadandunderstandthefollowingcrisisplan,thatyouplantoattendtherehearsaldatesandthatyouplantoputthisplanintoactionintheeventofacrisis.PleaseturnthissheetintoyouradministratorasproofofcompletionbyJanuary2,2016.Wewillbepracticingthiscrisisplaneverysixmonths.Anemailwillbesentaweekbeforerehearsalstomakesureeveryoneknowstheyareonlytests.PleasedonothesitatetocontactourPublicRelationsTeamifyouhaveanyquestionsorconcerns.Sincerely,DavidCushPresidentandCEOVirginAmericaAirlinesIhavecarefullyreadthefollowingemergencyplanandbelievethatIamabletohandletheoutlinedcrisisasbestaspossible._______________________ _______________PrintName Date_______________________ _______________Signature Date
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PURPOSEANDOBJECTIVES
ThiscrisiscommunicationplanisintendedtobeappliedtochallengingsituationsyoumayfacethroughoutyourtimeworkingwithVirginAmerica.Youwillneedtoadjustsomethingsandaddyourowninformation,butitisagooddocumenttoconsiderifandwhenyouareinthemidstofacrisisandneedhelp.Acrisisisanysituationthatthreatenstheintegrityorreputationofthecompany,usuallybroughtonbyadverseornegativemediaattention.Thesesituationscanbeanykindoflegaldispute,theft,accident,fire,floodormanmadedisasterthatcouldbeattributedtothecompany.Itcanalsobeasituationwhereintheeyesofthemediaorgeneralpublicourcompanydidnotreacttooneoftheabovesituationsinanappropriatemanner.Thisdefinitionisnotallencompassing,butisdesignedtogiveyouanideaofthetypesofsituationswhereyouwillneedtofollowthisplan.Theobjectivesofourcrisiscommunicationsplanareasfollows:
• Tominimizetheimpactofacrisisonoperationsandtargetaudiences.• Tominimizetheamountoftimespentfocusedonthecrisis,bothinternallyandbyour
constituents.• Toregaincontrolofthesituationandtheconversationasquicklyaspossiblewhile
remainingtransparentandhonest.
PRODROMES
TheAviationIndustryhasbeenprominentforseveraldecadesandthereforehasofferedVirgin
AmericaAirlinesseveralprodromes(warningsigns).
• September11,2001posesasthemostimportantandmemorableprodromeinthenation’shistoryofhijacking.
• AlthoughstatisticsprovethatitismorelikelyforafrequentflyertobecomepresidentoftheUnitedStatesortowinthelottery,manyplanecrasheshaveoccurrednationallyandglobally.
• TheSouthwestAirlinessocialmediacrisis,Summer2016.• Majortechnologyfailurecausedover2,000flightcancelationsnationally.Also
causedunprecedentedcustomerdissatisfactionandsocialmediauproar.
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THECRISISCOMMUNICATIONSTEAMThisisthelistoftheCrisisTeammembersthatmustbecontactedimmediatelyifacrisisoccurs.
TheteamconsistsofVirginAmerica’sExecutiveStaffandPublicRelationspractitioners.David
C.Cushshouldbethefirstonetobecontactedviasatellitephone.HeisthePresidentandCEO
ofthecompanyandisinchargeofcallingthenextpersononthelistofcorporateofficers.The
listwillgoonintheorderplannedbelow.
• DavidCush,PresidentandCEO
Cell:415-555-0912
Work:877-359-8474ext.1120
Home:628-555-0212
Email:[email protected]
Address:398WaterStreetSanFrancisco,CA94108
• RachelBell,VP&Controller
Cell:415-555-1236
Work:877-359-8474ext.1121
Home:628-555-0041
Email:[email protected]
Address:4124HillviewDriveSanFrancisco,CA94103
• AbbyLunardini,VPofBrandingandCommunications
Cell:415-555-0123
Work:877-359-8474ext.1122
Home:628-555-0724
Email:[email protected]
Address:1212RardinDriveSanFrancisco,CASanFrancisco,CA94108
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• ChristieO’Toole,ManagerofMediaRelations
Cell:415-555-2321
Work:877-359-8474ext.1123
Home:628-555-0139
Email:[email protected]
Address:2354WaterStreetSanFrancisco,CA94105
• MarkBianchi,VPofTechnicalOperations(dependingoncrisis)
Cell:415-555-0256
Work:877-359-8474ext.1124
Home:628-555-2495
Email:[email protected]
Address:2126LocustViewDriveSanFrancisco,CA94103
• BradThomann,VPofFlightOperations(dependingoncrisis)
Cell:415-555-2539
Work:877-359-8474ext.1125
Home:628-555-2141
Email:[email protected]
Address:1504WolfPenRoadSanFrancisco,CA94105
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CONTACTLOG(CrisisCommunicationsTeam)
POSITIONING
VirginAmericawillalwaystakefullresponsibilityforallissuesandcrisisthatarewithinour
control.We’llmakeeveryefforttoalleviate,mitigateandempathizewithcustomers,investors
andemployees.Ourmissiontomaketheflyingexperiencefun,innovativeandadventurous.VA
strivestomaintaintheintegrityofitsservicesandstakeholders.
VirginAmericatakesprideinmaintaininganopenandhonestrelationshipwithallstakeholders;
especiallyourcustomers.VAwillalwaysbetransparentaboutinformationandcommunications
withinourlegalcompass.We’llmakeeveryefforttomaintainanopendialoguewith
stakeholders.Weopenlywelcomeconstructivefeedbackonourservices-itcontinuesto
challengeusandmaketheflyingexperienceeverythingwestriveittobe.
• VirginAmericaAirlinesmaintainsthispositioninallcrisisevents.
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ORGANIZATION’SKEYMESSAGES
Keymessageshavetobebrief,conciseanddetailedandhavetoshowVirginAmerica’sattitude
regardingthecrisisathand.Theymustberepeatedseveraltimestokeypublicsandmust
includethemostimportantinformation.
• Safety:Wemuststressourcommitmenttothesafetyofourcustomers,colleaguesand
otherstakeholders.
• Deepcareforcustomersandemployees:Wemustdemonstrateafeelingofcommunity
whenaddressingcrisesdealingwithcustomersandcolleagues.
• Mortification:Wemustacceptresponsibilityforouractionswhenwearewrongandask
forforgiveness.
• Compensation:Wemustreimbursevictimsofcrises.
• Correctiveaction:Wemustrepairdamagecausedbyouractionsandpromiseto
preventtherecurrenceofwrongfulactions.
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SPOKESPERSON
Intheeventofacrisis,itisessentialforourspokespersontoknowaboutallfactorsthatcan
affectthecrisis.ThispersonwillbeassistedbyAbbyLunardini,VPofBrandingand
Communications,aswellasChristieO’Toole,ManagerofMediaRelations.Ifexpertopinionis
neededtheseofficialsshouldcallonprofessionalsratherthantryingtoanswerquestionsthey
donotknowandpotentiallylosingcredibility.AbbyLunardiniwillbewithspokespeopleatall
timestoguaranteeeffectivecommunication.Spokespeopleshouldutilizeappropriate
language,displaypolitemannersandwearprofessionalattire.
• DavidC.Cush,PresidentandCEO,istheofficialspokespersonforVirginAmericaAirlines
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SPOKESPEOPLEFORRELATEDORGANIZATIONS
Thefollowinglistcontainsspokespeopleforrelatedorganizations.Ifacrisisoccurs,theymaybe
contacted.
• TransportationSecurityAdministration(TSA)
PeterV.Neffenger,Administrator
Cell:866-555-3142
Work:866-289-9673
Home:866-555-9021
Email:[email protected]
• UnitedStatesDepartmentofHomelandSecurity
JehJohnson,Secretary
Cell:202-555-8971
Work:202-282-8000
Home:202-555-4582
Email:[email protected]
• FederalAviationAdministration
MichaelHuerta,Administrator
Cell:866-555-8457
Work:866-835-5322
Home:866-555-1304
Email:[email protected]
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LISTOFEMERGENCYPERSONNELANDLOCALOFFICIALS
ThefollowinglistcontainstheEmergencypersonnelandpoliticalofficialstobecontactedinthe
eventofacrisis.Theyareexpertsinmanagementofreallifecrises:
• NewYorkPoliceDepartment
CarlosM.Gomez,ChiefofDepartment
Cell:718-555-0098
Work:718-946-3311
Home:718-555-7890
Email:[email protected]
• NewYorkFireDepartment
JamesE.Leonard,ChiefofDepartment
Cell:718-555-0067
Work:718-999-2000
Home:718-555-4356
Email:[email protected]
• PortAuthorityofNewYorkandNewJersey
PatrickJ.Foye,ExecutiveDirector
Cell:212-555-4546
Work:212-435-7000
Home:212-555-3242
Email:[email protected]
• LosAngelesPoliceDepartment
CharlieBeck,ChiefofDepartment
Cell:310-555-9021
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Work:877-275-5273
Home:310-555-0091
Email:[email protected]
• LosAngelesFireDepartment
RalphM.Terrazas,ChiefofDepartment
Cell:213-555-6789
Work:213-978-3800
Home:213-555-0054
Email:[email protected]
• LosAngelesPortAuthority
GeneSeroka,ExecutiveDirector
Cell:310-555-4543
Work:310-732-3508
Home:310-555-6092
Email:[email protected]
• SanFranciscoPoliceDepartment
ToneyChaplin,ChiefofDepartment
Cell:415-555-6902
Work:415-553-0123
Home:415-555-0082
Email:[email protected]
• SanFranciscoFireDepartment
JoanneHayes-White,ChiefofDepartment
Cell:415-555-0234
Work:415-558-3200
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Home:415-555-1321
Email:[email protected]
• SanFranciscoPortAuthority
ElaineForbes,ExecutiveDirector
Cell:415-555-2213
Work:415-495-4911
Home:415-555-7659
Email:[email protected]
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MEDIAPOLICIESANDPROCEDURES
Duringacrisis,itisimportantthatmediaonlycontactoneperson.Thiswillensuremessagingis
consistent,reliableandfactual.DependingonthemagnitudeofthecrisisitisverylikelythatVA
willthenassigntwoPOCs(PointsofContact).Inthatcase,VAwillnotpublishstatementsuntil
thePOCsestablishaclearunderstandingofwhatthemainmessagewillbe.Thiscanonlytake
placeafterameetingeitheroverthephoneorinperson.Itisimportantthismeetinghappens
swiftly,thoroughlyandfrequently-dependingonthemagnitudeofthecrisis.
• POC#1-AbbyLunardini,VPofBrandingandCommunications
• POC#2-ChristieO’Toole,ManagerofMediaRelations
POCswillberesponsivetomediainquiries.Informationthatiseitherunknownorunavailable
willbefollowedupinatimelymanner.
• “NoComment”isabsolutelynotanacceptableresponsetomediainquiriesfromany
VirginAmericaRepresentative.
Allspokespersonswillundergomediatrainingonaquarterlybasis.
• Dependingonthecrisis,designatedspokesperson(s)willmediatrainaminimumof24
hourspriortoairingastatementviapressconferenceand/orbroadcastedinterview.
Amediatrainedcommunicationsprofessional(i.e.AbbyLunardiniand/orChristieO’Toole)will
bephysicallypresentatallmediaevents.
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LISTOFKEYMEDIA
• MajorMediaOutlets
o NewYorkTimes
o LATimes
o WallStreetJournal
o DailyMail
• LocalMedia(DependingonCrisis)
o SanFranciscoChronicle
o SanFranciscoExaminer
o
• Allmajorbroadcasters
o ABC
o NBC
o CNN
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HANDLINGMEDIAINTERVIEWS
Itiscrucialtokeepinmindthatthemediasometimesasktrickquestionsinordertoreducethe
credibilityoftheorganization.Inordertosuccessfullyanswerthesekindsofquestionsitis
importanttobeawareandpreparedforthem.Onlyspokespeopledesignatedinthisplan
shouldaddressthemedia.Forthesepeople,itisimportanttoremembertobepreparedand
staycalm.Whenaddressingthemedia,youshouldneverlie,speculateaboutthecrisisor
becomedefensive.Thesesamplesprovideeffectiveanswerstopossibletrickquestions.
Q:Whatwillbethecostofimplementinganextrastepinthecompany’ssafetyprocedures?
A:Atthistime,wedonothavetheexactnumberfigureofthecostforextrasafetyprocedures,
howeverwehereatVirginAmericawillsparenoexpensewhenitcomestothesafetyofallour
valuedandloyalcustomersandstaffwhoweviewaspartofourVirginAmericafamily.
Q:Howdidthecrisisstart?Whatexactlywasthemistake?
A:(InsertCrisis)occurredat/when(insertdateortimeofoccurrence)
Q:Canyoudisclosethenamesofworkersinvolvedinthecauseofthecrisis?
A:Duetothesensitivityofthisissue,wearerespectingtheprivacyofourvaluedemployees
whoareapartoftheVirginAmericafamily,andtheirfamiliesbynotdisclosingthenamesof
thoseinvolvedinthisincident.
Q:Areyougoingtocovercustomers’medicalexpenses?
A:Yes,weareabsolutelygoingtocoverthecostofthesecustomers’medicalexpenses,weat
VirginAmericatakeresponsibilityforthisincidentandwouldlikeinanywaypossibletohelp
thoseaffectedinthishardtime.
Q:Howdidthecrisisaffectyourrelationshipwithstakeholders?
A:Casebycasebasis
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KeyPublics
• VirginAmericaCustomers
• VirginAmericaEmployees
• ExecutiveTeam
• BoardofDirectors
• CorporateOfficers
• Shareholders
• Media
• Competitors
• GovernmentOfficials
• PublicOfficials
• SurroundingCommunities
• CommunityLeaders
• FinancialPartners
• LegalRepresentatives
• UnionOfficials
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NotifyingPublics
Website
AllinformationaboutthecrisiswillbepostedandconstantlyupdatedonVirginAmerica’sNews
andUpdateswebsite.Thelinktothewebsiteisavailablebelow:
• www.virginamerica.com/cms/news
Blogsandsocialmedia
VirginAmerica’sblogandsocialmediaplatformsaregreatoutletsforcommunicatingwithour
keypublics.Thelinksandhandlesforthecompanyblogandsocialmediasitesareasfollows:
• VirginAmericaBlog
Blog.virginamerica.com
www.facebook.com/VirginAmerica
@VirginAmerica
@VirginAmerica
ListofrelatedInternetURLs
Informationaboutthecrisismayalsobepostedonthewebsitesofrelatedorganizations.Some
organizationstoconsiderarelistedbelow:
• TransportationServicesAuthority
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www.tsa.gov
• UnitedStatesDepartmentofHomelandSecurity
www.dhs.gov
• FederalAviationAdministration
www.faa.gov
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CrisisTraining&Dates
Thiscrisiscommunicationplanwillbepracticedeverysixmonths.Thedatesforthenextfive
yearsarerecordedbelow.Sincethisplanwillbereevaluatedin5years,thedatesonlyinclude
thenextfiveyears.
2017
• Tuesday,February7
• Tuesday,August1
2018
• Tuesday,February6
• Tuesday,August7
2019
• Tuesday,February5
• Tuesday,August6
2020
• Tuesday,February4
• Tuesday,August4
2021
• Tuesday,February2
• Tuesday,August3
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BASISEMERGENCYPLANCrisisCommunicationsControlCenter
• Intheeventthatacrisisshoulddismantleadministrativebuildingsandthereneedsto
becentralized,in-personmeetings,theCrisisCommunicationsTeamshallmeetatthe
VirginAmericaOCC,theOperationsControlCenterinBurlingame,CA. Allestablished
crisisrespondershaveakeytothisbuildingandhavepermissiontousethefacilitiesas
necessary.
o 555AirportBlvd#500,Burlingame,CA94010
o (650)762-7000
• PleasecontacttheDirectorofVirginAmericaOCC,SteveForteformoreinformation:
Email:[email protected]
Phone:650-555-1234
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EquipmentandSupplies
AllequipmentandsuppliesrequiredduringacrisisscenarioarestoredinOCC’sstoragesand
closets.Thelistofpre-gatheredmaterialswhichcanbefoundisprovidedbelow.
• SatellitePhones
• WalkieTalkies
• Mobilehotspots
• Aviationevacuationequipment
o parachutes
o lifejackets
o otherflotationdevices
o inflatablelifeboat
o ejectionseats
• FireDistinguisher
• FirstAidKit
• Fireproofblankets
• Podium
• Microphone
• AVEquipment
• Television
• Radio
• Printer
• FaxMachine
• PortableTablesandChairs
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TOPTHREERISKSIDENTIFIED
Hijacking:probability3,damage⅘
• Hijackingdatesbackasearlyasthe1930’sincountrieslikeBrazil,RomaniaandCuba.
Theriskofcasualtiesoutweighsanyotherrisktheairlinecouldeverface.
MassFlightDelays:probability5,damage¾
• Flightcancelationsarealargethreatduetothepotentialrevenueloss,trustinthe
companyandfuturecustomers.
AirplaneCrash:probability4,damage4
• Casualtiesarealsothelargestthreatheretotheairline,eventhoughtheyareless
common.Although,acrashisarareoccurrence-andmostofteninsmallerprivate
planes-itdoeshappenoftenenoughtowherethereshouldbeathoroughcrisisplanin
thecaseithappens.
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ACTIONSTEPSINDEALINGWITHACRISIS
Thefollowingisanactionplanforacrisis—aseriesofstepsthatwillhelpyoumobilizeand
respondtodifficultsituations.Itbreaksthecrisisscenariodownintoagenerallistofaction
stepsandaspecificsetofstepstotakeintheeventofourtopthreecrisesidentified.
Duringanycrisisscenario:
1. MakesurethePRmanagerisawareofthecrisis.
2. Notifythecrisisteam.
3. Activatethecrisiscommunicationscontrolcenterifneeded.
4. Createaholdingstatement.
5. Gatherasmanyfactsaspossibleaboutthecrisis.
6. Createamediastatementandnewsreleaseassoonasyouhaveavailableandaccurate
facts.
7. Communicatewithaudiencesthroughsocialmedia.
8. Provideregularupdatestotargetaudiences.
9. Mediatrainthespokespersontoensureheorsheispreparedtospeaktothepublic.
10. Determineifapressconferenceisnecessary.
Intheeventofanaircrafthijacking:
1. Maintaincommunicationwithflightstaffandpilotsifpossible.
2. Makesurelocalauthoritiesarenotifiedandhavebeguntoassistinthesituation.
3. Provideconstantupdatesonsocialmedia.
4. Establishatollfreelineforfamiliesandfriendsofpossiblepassengerstocallforfurther
information.
5. DevelopaQ&Aforapressconference.
6. Holdpressconference.
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Intheeventofmassflightcancellations:
1. Reachouttoimpactedcustomerstoletthemknowwhatresourcesareavailable.
a. Callcenter’snumbersotravelerscanmanuallyaccesstheirflightreservation.
b. Fullrefundforcanceledflights.
c. No-costreservationchange.
d. Hotelaccommodationsforextendeddelays.
e. $250voucherforfuturereservation.
2. Prepareamediastatementthatexplainswhathappened,who’sresponsibleanda
sincereapologytocustomersandcrewmembers.
3. Answeranymediainquirieswiththoroughandaccurateinformation.
4. PostallcommunicationsonVirginAmericawebsite.
a. Includefullpressrelease,linkstoresourcesandmediacontactinformation.
Intheeventofanairplanecrash:
1. Makesurelocalauthoritiesarenotifiedandhavebeguntoassistinthesituation.
2. Keepallaffectedpublicsup-to-dateoninformation.
3. Releaseastatementsympathizingwithfamiliesandfriendsofpassengers.
4. Establishatollfreelineforfamiliesandfriendsofpossiblepassengerstocallforfurther
information.
5. DevelopaQ&Aforapressconference.
6. Holdpressconference.
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AIRCRAFTHIJACKINGHoldingStatementandMediaStatementTemplates
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AIRCRAFTHIJACKINGPressReleaseTemplate
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AIRCRAFTHIJACKINGSocialMediaPostTemplates
31
AIRCRAFTHIJACKINGSampleQ&A
32
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AIRCRAFTHIJACKINGSamplePressConferenceScript
Thankyouallforcoming.IamDavidC.Cush,PresidentandCEOofVirginAmericaAirlines.With
metodayareMr.BradThomann,VicePresidentofFlightOperationsandMr.PeterV.
Neffenger,AdministratoroftheTransportationSecurityAdministration.
Ourpurposeinholdingthisbriefingtodayistoprovideanupdateontheincidentregardingthe
hijackingofVirginAmericaflight(###)on(insertdate)andtoreleasesafetyrecommendations
forbothpassengersandcolleaguesboardingfutureflights.
TheTransportationSecurityAdministrationandtheNationalTransportationSafetyBoardare
workingtogethertoinvestigatetheseriesofeventsthattookplaceonflight(###).Theprimary
goalofthisinvestigation,asshouldbethecaseineveryinvestigation,istodeterminethecause
oftheaccidentandpreventitsreoccurrence.
(###days,weeksormonths)ago,(###)peoplelosttheirliveswhenflight(###),a(aircrafttype),
washijackedbyapassengeronboardtheaircraft.Passengerswitnessingtheincidentsaidthe
(manorwoman)rosefrom(hisorher)seatanddeclared(heorshe)wastakingcontrolofthe
aircraft.(Heorshe)claimedtohaveanexplosiveonboardanddemandedtobeflownto
(destination).Passengersandcrewmemberswereabletosubduethehijackerandflight(###)
landedsafelyat(destination)afterpilotscommunicatedthesituationtoairtrafficcontrol.
Unfortunately,(###)injuriesand(###)fatalitiesresultedfrompassengersandcrewmembers
takingcontrolofthesituationandsubduingthehijacker.Thehijacker’smotivesfortaking
controlofflight(###)arestillnotknown,but(heorshe)iscurrentlyincustody.
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Letmetellyoubrieflywhereweareintheinvestigation.Weareinthemidstofavery
disciplinedandthoroughinvestigativeprocess:
• Videofootagefrom(airportname)iscurrentlybeingexaminedtodeterminehowthe
passengerwasabletogetthroughsecuritywithoutanyissue.
• Videofootageobtainedfrompassengersonboardflight(###)iscurrentlybeing
examinedtobetterunderstandtheeventsthattookplaceontheaircraft.
• Wesentinvestigatorstotalktothefamilyandfriendsofthehijackerinorderto
determine(hisorher)possiblemotives.
• Weareexaminingtheairline’strainingpracticesandwillbeconductinggroundtestsof
safetysituationsandflightcontrols.
WearecontinuingtoinvestigateincidentsreportedtoVirginAmerica,theTSA,theNTSBand
otherorganizationsthatmightprovideadditionalinformationforthisinvestigation.For
example,severalTSAemployeesreportedwitnessingcolleagues’poorworkhabitsontheclock.
Wehaveexaminedover24hoursofvideofootagetoassessproblemswithairportsecurity.I
mentionthisbecauseitisimportantthetravelingpublicknowshowthoroughlywearelooking
intothisincidentandthemeasureswewillbetakingtopreventsomethinglikethisfrom
happeningagain.
Nowlet’sturntothesafetyissueathand.
Duringthecourseofanyinvestigation,theNTSBissuesinterimsafetyrecommendationswhen
itfindsamatterofconcernthatneedsimmediateattention,whetherornottheinvestigation
itselfiscomplete.Manytimes,interimsafetyrecommendationsaddressmattersthatarelater
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foundnottohavecausedorcontributedtotheaccident.Nevertheless,theyoftenidentify
safetyproblemsthatcouldcauseincidentsinthefuture.
Today,weareissuingtwointerimsafetyrecommendations.WeatVirginAmericahaveworked
withtheTSA’sadministrator,Mr.PeterV.Neffenger,totakeactionregardingthese
recommendations.Firstoff,ourworkduringtheflight(###)investigationhasrevealedtechnical
problemswithsecuritydevicesat(airportname).Wehavefoundfaultswiththex-rayscanners
onthemachineryat(airportname),butalsoatthefollowingairports:(airportnames).Our
concernisnotlimitedtoonelocation,butisindustrywide.Weareintheprocessofcontacting
manufacturersaswespeak.
Second,basedoninterviewswiththepilotcommunity,itappearsmanypilotsdonotfeel
adequatelypreparedtohandlehijackingincidents.Aftertalkingtootherstaffonboardflights,
wehavefoundtheyfeelthesame.
WeareaskingtheFederalAviationAdministrationtorequirepilotandstafftrainingprograms
thatbetterprepareemployeesforhighlystressfulsituations.Duetoourrelianceonstrict
securityregulationandotherfactors,wehavecometobelieveaircrafthijackingisnotvery
likely.However,theeventson(insertdate)haveproveduswrong.
PiloteducationandtrainingisevenmorecriticalinlightofAmerica'spost-September11th
focusonsecurity.BeforeSeptember11th,pilotswereinstructedtocomplywithterrorist's
demands.Now,pilotsmayhavetoresorttoextremeaircraftmovementstodisableterrorists.It
isimportantthatbothpilotsandotherstaffonboardouraircraftsfeelconfidentindealingwith
thesescenarios.
Ourrecommendationstodayarenotmeanttoblameanyorganizationorgroupofpeoplefor
theincidentregardingflight(###),butrathertohighlightissuesandconcernswithinoursystem
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andworktowardsprevention.Weallclearlyunderstandtheserecommendationsareabout
technicaltroubleshootingandemployeeeducationandtraining-notaquestionofhumanerror.
Toaddressanyconcernamongtheflyingpublic,letmepointoutonceagainthatwearenot
leavinganystoneunturnedthroughoutthecourseofthisinvestigation.Ourpurposeisnotto
createmoreconcernandstress,butrathertonotifyouremployees,thepublicandother
individualsaboutwhatwehavelearnedsofar.Safetyisourgreatestconcernwhenitcomesto
dealingwiththissituation.Theseissuesrequireimmediateawarenessandattentionto
ultimatelypreventanotherincidentlikethisfromhappening.
IwillnowaskBradThomanntodiscusssomeofthemoretechnicalaspectsoftheNTSB’s
recommendationstoday,andthenwewilltakeafewquestions.Wehavecopiesofour
statementsregardingtheincident,ourpressreleaseandothercompanyinformationherein
theroom,aswellasonourwebsite.Thankyou.
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MASSFLIGHTCANCELLATIONSHoldingStatementandMediaStatementTemplates
38
MASSFLIGHTCANCELLATIONSPressReleaseTemplate
39
MASSFLIGHTCANCELLATIONSSocialMediaPostTemplates
40
MASSFLIGHTCANCELLATIONSSampleQ&A
41
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MASSFLIGHTCANCELLATIONSSamplePressConferenceScript
Goodmorningeveryone,mynameisAbbyLunardini,IamtheVicePresidentof
BrandingandCommunicationsforVirginAmericanAirlines.First,Iwouldliketo
thankyouallforjoiningustoday.ManyofyouhaveotherdutiestoattendtosoI
wanttomakethisasclearandconciseaspossible.Ifthereareanyquestions,I
willbehappytotakethemattheend.Inaddition,ourChiefOperatingOfficer,
SteveForte,isherewithmetodaytoansweranyquestionsthatmightbeoutside
ofmyscope.
On(insertdate)VirginAmericanAirlinesexperienced(insertincident)thatledto
massiveandunforeseendelaysandcancellationsacrossthenation.Werely
heavilyon(insertresource)whichallowsustooperateefficientlyandatfull
capacityforthepleasureofourcustomers.Ourgoalistoprovidethebestservice
andflightresourcestoourtravelers.Webelievethe(insertresource)isthebest
qualityandthemostefficientresourcetoserveourcustomers.However,like
manytechnology,the(insertresource)failedon(insertdate)dueto(insert
cause).
On(insertdate)ouroperationsandtechnologyteamworkedrigorouslyand
tirelesslytorevivethe(insertresource).Aftermanyfailedattemptswewereable
torebootandsuccessfullyoperatetoourfullpotential.Sincetheincidentfirst
beganon(insertdateandtime),wewereforcedtocancel(###)flights.In
addition,customersexperiencedflightdelaysthatextendedforaslongas(insert
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hoursand/ordays).Inresponsetotheincidentwehaveprovidedfullrefunds,
reservationchangesatnocost,hotelaccommodationsandreservationvouchers
toimpactedcustomers.Theseaccommodationsinnowayreplacethelossoftime
norpeaceofmindofimpactedtravelers.However,wehopethatitmitigatesa
smallportionoftheinconveniencethisincidenthascaused.
Inaddition,wehaveutilizedallofourcallcentersnationwidefor24-hoursupport
toourcustomers.Werealizethe(insertincident)hasjeopardizedouronline
communicationwithcustomersbutwewanttomakesuretheycanreachusat
anytimetogetinformation.Customerswhoarestillexperiencingdelayscan
reachourcentralizedcallcenterat1(800)555-5555.Someonewillbeableto
directyoutothecorrectinformation.
VirginAmericahasneverexperiencedelaysofthismagnitude.Theresultofthis
(insertincident)isunprecedentedforourairline.Wehaveateamofexternal
investigatorswhoareonstafftomakesurethisneverhappensagain.
Finally,weacceptallresponsibilityforthisincidentandwesincerelyapologizefor
inconvenienceandupset.Wevalueourcustomers;pleaseknowthatyouareour
numberonepriority.Wewillcontinuetoworkuntileverycustomeriscompletely
satisfiedandreachestheirfinaldestination.
ThankyouagainforyourpatienceandcontinuingtobelieveandtrustinVirgin
AmericanAirlines.Atthistime,Iwilltakeanyquestionsyoumayhave.
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AIRPLANECRASHHoldingStatementandMediaStatementTemplates
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AIRPLANECRASH
PressReleaseTemplate
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AIRPLANECRASH
SocialMediaPostTemplates
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AIRPLANECRASH
SampleQ&A
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AIRPLANECRASH
SamplePressConferenceScript
Thankyouallforcoming.IamDavidCush,IamPresidentandCEOofVirgin
AmericaAirlines.WithmetodayIhaveMr.BradThomann,VicePresidentof
FlightOperations.Ourpurposeinthisbriefingtodayistoprovideanupdateon
theincidenton(dateofcrash)involvingthecrashofVirginAmericaAirlinesflight
(####)andtoreleasesafetyinformationthathascomeupatthisearlystagein
thependinginvestigation.
TheNationalTransportationSafetyBoardiscurrentlyleadinconductingthe
investigationintothecrashofVirginAmericaAirlinesflight(####).Ourmaingoal
inthisinvestigationistodeterminethecauseofthisaccidentandtoworkfurther
toimprovesafetyprecautionstopreventeventslikethesefromhappeningagain.
(#ofdays,weeks,ormonths)ago(#of)peoplelosttheirliveswhenflight(####)
tragically(reasonforcrash)andcrashed.Theaircraftwasa(typeofplane)andit
hasbeendeterminedthattheaircraft(was/wasnot)uptodateonallsafety
equipment.Whileduringtheinvestigationithasbeenproventhatflightcrew
followedallsafetyprotocolthatwasrequiredofthemduringthistypeofplane
crash.
TheexactcauseofthecrashofVirginAmericaFlight(####)isstillyettobe
determinedwhilethiscaseisstillunderinvestigation.
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Abriefexplanationofwhyweareinvestigatingissimplybecausewestrivetoput
thesafetyfirstofnotonlyourpassengersbutalsoourflightcrewhereinour
VirginAmericafamily.Weareinthemidstofaverythoroughinvestigative
process:
• Recordingfromtheflight(####)iscurrentlybeingreviewedforsoundbites,
astheremaybealeadtowhatcausedtheplanecrash.
• Videofootageobtainedfromrecoveredfootagefrompassengersonboard
flight(####)iscurrentlybeingexplainedtobetterunderstandwhythe
planecrashed.
• Wearereviewingtheairline’ssafetytrainingprocessandfurthertesting
andexamination.
Iwouldliketothankyouallforcomingheretodayforthispressconference
today.Whilethisinvestigationisstillunderwaywillupdateallkeypublicsonthe
informationthatwedohavesofar,thisinformationwillbereleasedonour
websitewhichisprovidedonasafetyhandoutyouwillallreceiveuponexiting
thispressconference,thishandoutalsohasmediacontactsforthosemedia
outletswhowishtosetupfurtherinterviews.
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EVALUATIONFORMSCrisisPlanEvaluation
Thefollowingisanevaluationform.Pleasefillthisformoutandreturnittoyouradministrator.
Thisformwillprovideessentialfeedbackregardingtheefficiencyofthiscrisiscommunication
plan.ThankyouforyourcollaborationandpleaseknowthatVirginAmericavaluesour
employeesandrealizesthatwecouldnotdoitwithoutyou.
Pleaseratethefollowingstatementsonascalefrom1to5,with1beingverylittleand5being
verymuch.
1.Iagreewiththeproposedbi-annualcrisisrehearsaldates.
1 2 3 4 5
Comments:
2.Iunderstandmyroleinnotifyingthecrisiscommunicationteammembers.
1 2 3 4 5
Comments:
3.Mycontactinformationprovidedinthiscrisiscommunicationplanisaccurate.
Yes No
Comments:
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4.Iunderstandtheroleandexpectationsofamediaspokesperson.
1 2 3 4 5
Comments:
5.Asawhole,IthinkthiscrisiscommunicationplaniseffectiveandwillbebeneficialtoVirgin
America.
1 2 3 4 5
Comments:
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Post-CrisisEvaluation
Followingacrisis,feedbackwillbegatheredintheformofanindividualinterviewfor
executivesandmanagementandasurveyevaluationforallotheremployees.Wewillbe
gatheringallinformationcollectedpost-crisisandcreatingasinglereport.Somequestionsto
considerduringtheevaluationphaseofacrisisare:
• Wereemployeesconfused?Whyorwhynot?
• Didemployeesknowwhattheyweresupposedtodo?Whyorwhynot?
• Wasthepublicupdatedinatimelymanner?
• Wasthemediagivenaccurateinformation?
• Wasthecrisismanagementteameffective?
• Wasthecrisismanagementteamassembledquicklyandreadytotakeaction?
• Werefactsaboutthecrisisgatheredquicklyandaccurately?
• Werecriticalstepsmissingintheplan?Ifso,whatsteps?
• Howcouldthecompanybebetterpreparedforcrisisinthefuture?
• Couldthecrisishavebeenavoidedifcertainactionshadbeentaken?Whatactions?
• Wasthespokespersonabletoanswerallmediainquirieseffectively?Whynot?
• Wasthespokespersonthebestindividualqualifiedtohandlethecrisis?
• Whatwasthemostdifficultaspectofhandlingthecrisis?
• Whatelsedoyouthinkthecompanymaybeatriskforinthefuture?