running head: br crisis plan
TRANSCRIPT
Running head: BR CRISIS PLAN
Baltimore Ravens Crisis Communication Plan
Presented by: Linda Stroud
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Index
Situation Analysis
History ………………………………………………………………… 3
Culture ………………………………………………………………… 4
SWOT ……………………………………………………………….... 5
Crisis Plan
Purpose ……………………………………………………………….. 6
Introduction to Plan …………………………………………………. 6
Objectives …………………………………………………………….. 7
Key Publics …………………………………………………………… 7
Crisis Communication Team ………………………………………... 8
Timeline ………………………………………………………………. 9
Checklist ……………………………………………………………… 11
Appendixes
Appendix A -- Post-Crisis Review …………………………………. 13
Appendix B -- Key Messages and Media Tips …………………….. 14
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Situation Analysis Ray Rice Incident History On Feb. 15, 2014, Ray Rice, running back for the Baltimore Ravens, was caught on a surveillance camera punching his then-fiancée in the face and knocking her unconscious in an Atlantic City casino elevator. Another camera then caught Rice dragging his fiancée’s unconscious body from the elevator where the incident occurred. Both Rice and his fiancée were arrested at the scene, charged and released on simple assault charges. Charges were later dropped for Jamay Palmer, Rice’s fiancée at the time, but Rice’s charges were upped to aggravated assault in March – a charge that carries a maximum sentence of five years in prison. News of the arrest spread quickly immediately following the incident, with Rice’s attorney describing the incident as a “minor physical altercation.” Support for Rice within the NFL and the Raven’s organization was strong at first, with many saying this was an isolated incident and that Rice was a man of good character with no previous record of being in trouble for off-field behavior. Raven’s owner, Steve Bisciotti, went so far as to say, "He's just been lauded as the nicest, hardest working, greatest guy on the team and in the community. So we have to support him. I think we'll be rewarded by him maturing and never putting himself in a situation like that again.” Bisciotti went on to say, "I've been on record of saying my definition of character is repeating offenses. If we're all one strike and you're out, then we're all in trouble. It's how you respond to adversity." The initial punishment for Rice, handed down in the months following the incident, was a two-game suspension. That might’ve been the end of the subject and the whole affair might’ve soon been forgotten – just another blip on the NFL radar and in the minds of fans who have seen far too many players misbehave off the field – but no one could deny the seriousness of the assault when TMZ released the surveillance videos to the public. The outrage from the public was immediate and the Raven’s and the NFL knew they had a big problem on their hands. Gone were the days when they controlled the conversation and public perception. Fans and activists began expressing their displeasure loud and clear. The Raven’s organization and the NFL could not ignore the groundswell of social media rising up against their handling of the incident or the debate that was airing on every news program in America. Their carefully constructed narrative fell apart quickly with the release of the video evidence, which sent them scrambling to save face and repair their image. The Ravens organization had attempted to minimalize the situation, presumably hoping it would just go away in time, but the public outcry forced them to take a tougher stand in September by increasing his punishment from a two-game suspension to termination of the running back’s contract. The NFL responded by concurrently suspending Rice indefinitely. In spite of the tougher stance, however, The Ravens and the NFL still had a PR problem. Many still saw a problem with how the situation was being handled as the organizations claimed they had no knowledge of how bad the incident really was when the first punishment decision was made. They claimed Rice had not been completely honest about
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the details of the incident and that they had not seen the videos in the early days of the crisis. But sources soon came forward to refute that claim and both the Ravens and the NFL found themselves still simmering in a pot of public outrage and disbelief. Steve Bisciotti issued a formal apology for the team’s response on Set. 9 stating that the team should have “pursued their investigation more vigorously” and done more. Many felt Bisciotti’s apology was “too little, too late.” NFL commissioner Rodger Goodell, who faced criticism and calls for his resignation as details emerged, stated he would not resign that same day. The NFL announced an independent investigation Sept. 10. In 2014, the public made it clear that they had had enough – enough of the failure to acknowledge the NFL has a problem with some of its players, the lack of appropriate response from the league, the lack of punishment and the bad behavior itself. Culture There are many who believe football is a violent sport that fosters violence within its culture. Ray Rice is just one of many in a long line of professional football players to exhibit violent behavior off the field of play. In a Huffington Post sports blog written in April 2014, Abigail Perdue cites Sports Illustrated as reporting that approximately 14 NFL players have been arrested for violence against women since 2012. USA Today reports that 85 players have been arrested on domestic violence charges since 2000. Those numbers do not reflect the number of players who have been arrested and charged with other violent crimes – and there are quite a few. Players are often drafted as young as the age of 21 – after their third year of college – and are given very little guidance from the league on how to handle their newfound fame and the money that comes with playing professional football. These new, young professional athletes often find themselves “broke” either during their short career or shortly after due to a short peak-earnings period and, in many cases, a lack of the time and desire to understand and monitor their investments – according to a 2009 Sports Illustrated article. Players are lauded for their athletic prowess, often have groupies and “hangers-on” and frequently only receive a ”slap on the wrist” from the NFL for their antics, transgressions and bad behavior apart from game days. The testosterone-fueled sport draws millions of fans and billions of dollars each year for team owners and the NFL. There is little to no effort on the part of team owners, and/or the NFL as a whole, to rein in player misconduct and create a set of standards for conduct off the field. Owners and NFL management have historically chosen to turn a blind eye to bad behavior and have attempted to sweep player misconduct “under the rug” when situations arise in the hope that; a) the situation will be replaced by other news and just go away, b) the player’s misconduct will not affect the organization or the sport as a whole and c) they (the owners and the NFL) can continue on as if they bear no responsibility for their players’ character or personal issues as long as the players are performing on the field of play.
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SWOT Strengths:
• Capacity for change • Large fan base • Loyal fan base • Solid financial standing
Weaknesses:
• History of avoidance in dealing with player issues off the field • Big industry bringing in a lot of money can lead to lack of transparency or honest
communication with its publics • Perceived lack of concern for player misbehavior • Disorganized/inappropriate responses to issues as they arise • Missing opportunities to be a positive contributor to the conversation on issues such
as: domestic violence, intimate-partner violence, substance abuse, animal abuse and other topics that players have been involved in over the years
Opportunities:
• To promote awareness of important causes such as: domestic violence, intimate-partner violence, substance abuse, animal abuse and others
• To position the NFL as an organization that cares about its personnel and is using its power and resources to help its players and others
• To positively impact the personal lives of its players and their families by educating and providing support to players
• To bring about positive changes to the game of football and its culture that could be an example to younger players – ultimately “cleaning up” the culture and the image
• To regain the trust and respect of fans Threats:
• Groundswell of social media and activism prevents them from controlling narratives • Public outrage over years of inappropriate responses to player misconduct could
affect image, popularity of football and revenues • Player misconduct off the field – reflects on the team and the NFL as a whole • Pressure to change their culture • Loss of tax exempt status • Loss of revenues and popularity
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Crisis Plan
Purpose The purpose of this crisis communication plan is to give the Baltimore Ravens clear
directives for managing crisis situations involving player misconduct off the field of play.
The plan will outline key responsibilities, procedures and protocols to ensure honest and
accurate communication with key publics.
Introduction
The NFL has faced criticism for its handling of cases involving domestic violence,
intimate-partner violence and other abuses among its players. The handling of and response
to these crisis situations has been less than transparent and forthcoming with key publics
who support the NFL as a whole and its individual teams. The past approach to handling
these serious situations is no longer viable or appropriate in the current environment of
public awareness fueled by a 24-hour news cycle and the prevalence of social media use.
The NFL and its teams need to have a concrete plan that addresses the changing times and
the demand for more appropriate response to player misconduct off the field.
This crisis communication plan is intended to serve as a guide to the management of
communications and messaging during a crisis scenario related to the actions of players,
which reflects negatively on the Baltimore Ravens. If followed, the plan will alleviate
potential negative repercussions for the Ravens specifically, and the NFL in general,
following incidents of player misconduct. Details outlining preparing for, overseeing and
evaluating the handling of communications surrounding a crisis, both internally and
externally, are covered.
The plan’s contents are intended for use by the communications staff, executive staff
and employees of the Ravens to ensure consistent messaging and a clear chain of command
for gathering and release of information. Steps taken to implement the plan should be firmly
in place before a crisis situation occurs. The information contained herein should be
reviewed upon adoption of the plan and periodically thereafter. Periodic reviews are
recommended semi-annually, so that revisions can be made as necessary.
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Objectives
Objectives of this crisis communication plan are as follows:
§ To prepare the Baltimore Ravens for handling crisis situations involving player
misconduct off the field of play to ensure immediate, appropriate response
§ To build and maintain the organization’s credibility and positive image with its key
publics in the event of a crisis situation
§ To identify and train key spokesperson/s for the organization
§ To provide a clear chain of command for responsibilities and actions
§ To identify key messages
§ To manage the dissemination of key messages and critical, sometimes sensitive
information to media and the public
§ To identify key publics
§ To encourage transparent, honest and consistent communications to key publics
Key Publics
Key publics for the Baltimore Ravens include:
§ Ravens’ and NFL leadership
§ Ravens’ employees and staff
§ Players and their families
§ Media – print, broadcast and digital
§ Opinion leaders
§ Current fans/consumers
§ Future fans/young people
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Crisis Communications Team
Name Position Contact Info
Kevin Byrne *2 Senior VP, Public &
Community Relations
123.456.7890
Chad Steele Senior Director of Public
Relations
123.456.7891
Heather Darney Community Relations
Director
123.456.7892
Stephen Bisciotti *1 Owner [email protected]
123.456.7887
Richard W. Cass President [email protected]
123.456.7839
Ozzie Newsome *3 General Manager &
Executive Vice President
123.456.7843
Eric DeCosta Assistant General Manager [email protected]
123.456.7822
John Harbaugh Head Coach [email protected]
123.456.7845
Michelle Andres Vice President of Digital
Media
123.456.7865
Erin Herbert Digital Media Coordinator [email protected]
123.456.7893
Becca Kany Social Media Coordinator [email protected]
123.456.7874
Roger Goodell *4 NFL Commissioner [email protected]
555.456.7783
* indicates designated representatives/authorized spokespersons and the order in which they would be called upon to represent the organization to the media
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Timeline FIRST FEW HOURS:
§ Advise Owner, GM, President, NFL
Commissioner and Communications
Team of the situation.
§ Obtain confirmed details about the
incident/situation.
§ Alert relevant organizational staff
members of the incident/situation
and advise on how media inquiries
should be handled.
§ Prepare to communicate about the
incident/situation.
§ Appoint the spokesperson.
§ Prepare key message statement.
§ Distribute key message statement as
appropriate.
§ Appoint a communications staff
member to monitor and collect media
reports about the incident.
§ Appoint a communications staff
member to monitor social media for
mentions/comments.
NEXT 4-5 HOURS:
§ Keep in mind that the media is likely
to obtain copies of any
communication you have with staff
/employees. It is important to be
certain that any details you share with
staff are the same as those you
share with the media.
§ Gather information and feedback
about the situation from external
sources.
§ Update key messages as new
information develops.
§ Determine if a news release is
required or if key messages are
sufficient.
§ Prepare news release (if necessary)
from key message statements.
§ Distribute news release.
§ Post news release and/or key message
statement on website.
§ Continue to monitor media and social
media mentions and comments.
NEXT 6-24 HOURS:
§ Continue to update key messages.
§ Update crisis team as needed.
§ Convene crisis team meet to review
developments and emerging issues.
§ Schedule media briefing. (if
appropriate)
§ Continue to revise information.
§ Rotate spokesperson as necessary.
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Timeline (cont.) DAY TWO UNTIL ISSUE CLOSURE:
§ Maintain pro-active, open
communications with all media.
* Ensure that the level of communication
continues to meet the needs of the situation. The
crisis communications team should ask themselves
if they are over-communicating or under-
communicating to a given audience. Make
necessary corrections. Begin shifting
communication messaging from reactive to
proactive.
§ Identify and resolve any emerging
issues.
§ Continue to update and distribute key
message statement as needed.
§ Evaluate overnight media and
Internet coverage for tone and
possible issues that need to be
addressed.
§ Review and update employee, staff
and crisis team communications.
§ Review and update website and
social media information.
§ Establish rotation and ongoing
responsibilities of crisis
communications team, including
spokespersons, as needed.
§ Management and crisis
communications team meet to review
situation and response progress –
post-crisis evaluation.
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Checklist
Pre-Crisis:
____ Determine a crisis-team leader -- responsible for ensuring all tasks are assigned
to designated team members for management during a crisis
____ Develop clear, appropriate policies addressing punishments for various forms of
player misconduct off the field
____ Review and update the crisis communications plan, including crisis team and
contact information as needed, so information is current
____ Create sample news-release templates
Crisis:
____ Activate crisis team immediately
____ Convene the crisis team to discuss situation – (to ensure consistent messaging)
____ Assess the situation and determine facts – be prepared to answer questions such
as the following:
o What happened?
o Where?
o Who was involved?
o What is the condition/status of those involved?
o When did you learn about the situation?
o What will the Ravens response be?
o Were there warning signs?
o What role, if any, will the Ravens organization play as this situation unfolds?
** Be prepared to be as forthright as possible
o Remaining silent or appearing removed, perhaps on the advice of legal
counsel, tends to anger the public and other stakeholders. A balanced
communications strategy must be developed that protects corporate image
and liability while satisfying the demands of today’s information and media
dynamic.
____ Determine primary and secondary spokespersons
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Crisis (cont.)
____ Review key messages and adjust as needed
____ Determine appropriate response/action
____ Develop factual, detailed messages that reflect the status of the crisis, the
organization’s response and, if possible, the proactive steps to ensure the problem
does not happen in the future
____ Prepare talking points and/or provide a script and instructions to anyone who
will receive incoming calls and media inquiries
____ Determine if a press release is needed
____ Designate a communications team member to monitor media and social media
channels
Post-Crisis:
____ Convene crisis team and evaluate all aspects of the crisis management plan
regarding the recent crisis using the Post-Crisis Review sheet (see APPENDIX A)
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APPENDIX A
Post-Crisis Review
As a crisis comes under control, the organization should re-convene the Crisis
Communications Team to examine the impact the incident had on its brand and reputation
along with assessing the effectiveness of the established crisis communications plan.
Evaluation should cover the following areas:
Pre-Crisis:
1) Were we prepared?
Crisis:
1) Was the crisis team effectively activated in a timely fashion?
2) Were effective key messages formulated?
3) Were our responses/actions appropriate?
4) What did/didn’t work?
5) What needs to be revised/improved for future crises?
Media Coverage and Social Media Feedback Assessment:
1) Review coverage.
2) Check for message consistency and saliency.
3) Are there issues/messages that might need further clarification?
4) Review and assess comments/feedback on social media. Is there anything we need to do
in response to public comments or sentiments?
File and Update:
File notes, clips, talking points, communication, etc. into a digital or printed folder created
for the specific incident. Revise the crisis communications plan if necessary.
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APPENNDIX B
Key Messages
1. First and foremost, our primary concern at this time is for the victim(s) and (his, her or their) family.
§ We are monitoring the situation and will continue to do so.
§ We will allow the proper investigation to take its course and support the authorities
in any way we can, but for now, our thoughts and concerns are for (insert name).
2. The Baltimore Ravens organization neither condones nor tolerates this or any type of misconduct from its players. This player’s actions do not reflect the values or expectations of the Ravens organization.
3. We realize, in the past, we have not always acted in the best interest of our players, their families and our fans when dealing with these types of situations. We are doing all we can to change that and will take the appropriate disciplinary action to ensure players live up to league standards of conduct. Media Tips
Ø Tell the truth. Never lie. Always tell the truth. If you don’t know or aren’t sure, say
so and don’t guess. Your credibility is at stake. Being truthful does not mean telling all you know. Use good judgment.
Ø For the record. Anything you say to a reporter is fair game for a story. If you don’t want it reported, don’t say it. Asking a reporter to go “off the record” is not appropriate. Don’t ask reporters not to print something after you say it.
Ø Avoid no comment. “No comment” sounds suspicious. If you really can’t comment, explain why. “We’re gathering that information and will provide it when it’s finalized.” Or “Our policy doesn’t allow us to comment on personnel matters.” It’s OK to say you don’t know and offer to find out.
Ø Use your key points. Before interviews, identify the three main points you want to make. For each point, develop three responses that support or help communicate that point. Work on making key points in 20 seconds or less. Come up with a couple of 10-second or under responses.
Ø Lead with the bottom line. Remember to provide key facts or points first. Add details if time allows. Your key message can get lost in too much detail and technical information.
Ø Short, sweet, stop. Keep your answers brief. Your main message gets lost unless you discipline yourself to provide concise answers. Radio or TV reporters often must tell an entire story in 20 seconds to a minute. Answer the question and stop talking. Don’t keep talking to fill the silence.