Ho gsm eade & Other Wonde r f ul Pla c e s

SPECIFIC CRISIS PLAN

& ade e ogsm s H lace P rful e ond W

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Public Relations Director: Adam Faircloth Media Relations: Celena Bedosky Community Relations: Briteny McKeithen Internal Relations: Naomi Kjer

Table of Contents
Page 2- Risk Assessment & Audiences Page 3- Communication Objectives Page 4- Tactics Page 5- Calendar & Budget Page 7- Evaluation

F a i r c l o t h , B e d o s k y, M c K e i t h e n , K j e r 1

Scenario
! Recently, one of our up-and-coming young managers led a religious discrimination law suit against your CEO and your organization. It seems he was asked at a company training event to join in a Christian prayer. Being of the Islamic faith, the young man simply remained silent as the rest of the group prayed. He was red the next day. when contacted by a local reporter and asked for a comment, the training event coordinator said, Everyone else in that room that day was a good Christian. If he doesnt like the way we pray, he can nd another job. And that goes for the Jews, Buddhists, Hindus and anyone else who doesnt believe in Jesus Christ as our Lord and Savior. This is a Christian organization in a Christian nation. Mr. Scott and I are fed up with foreigners and the damn ACLU trying to tell us what to do.

The Audiences
Media (Local, Regional, and National) Television Newspaper Radio Social Media Community Area directly around the park- approx. 5 miles Community of Orlando Muslim Community Local Mosques Islamic Society of Central Florida Regional Muslim Community National Muslim Community Internal Employees Students/Interns Volunteers Board Members

F a i r c l o t h , B e d o s k y, M c K e i t h e n , K j e r 2

Communication Objectives
Media Contact three-tier media (local, regional and national) within an hour and a half Update all news media every hour for the Tirst two days, then as necessary until crisis resolved Monitor all media closely for accuracy Community Inform 90% of the community within a 5-mile range of the park within an hour and a half Inform 80% of the Orlando community within two hours Resolve crisis and let the community know within an hour Reputation management from the time the crisis ends and clean up starts until a month afterwards Muslim Community Inform 90% of the local muslim community, including mosques, on the situation within a 24-hour period. Update local mosques and the muslim community every day until crisis is done Use traditional and broadcast media to update regional and national Muslim community Internal Inform 90% of internal audiences of the crisis within 30 minutes to an hour; 100% by the end of Day 1 Continually update internal audiences every 12 hours until actual crisis is over; updates daily throughout recovery period

F a i r c l o t h , B e d o s k y, M c K e i t h e n , K j e r 3

Tactics
Media Update social media: Facebook, Twitter, blogs, and ofTicial website Send broadcast releases to television and radio stations; send news releases out to newspapers Hold several press conferences with spokesperson(s) to update traditional me- dia about the crisis Spokespersons will be President/COO of the Universal Orlando resort or the public relations director; SMEs where necessary Keep in contact with MSNBC, our sister network, for positive stories Community Utilize social media and ofTicial website to update online community about the crisis Utilize local radio, television, and newspaper to update the community on the crisis Hold town hall meetings for President/COO of the Parks to interact directly with community and answer their questions Establish a community hotline to provide information as needed Release newsletters and emails to members of the community to keep them up- dated Muslim Community Utilize social media and website to update Muslim community through online presence Contact Islamic radio stations to get information out to the regional and national Muslim community Hold a special town hall meeting for the Muslim community to address them di- rectly with the facts Contact Islamic Society of Central Florida and American Civil Liberties Union for advice on what to do about the trainers prejudices Hold cultural fair after crisis to expose others to different cultures in Orlando area; offer discounted tickets Internal Call board members directly to inform them of the crisis, emails during the re- covery Communicate crisis to all other audiences via phone tree, social media Update all audiences through the internal website Meet with supervisors daily of various internal audiences to help distribute in- formation to employees, students/interns After initial crisis, update audiences via emails and memos Tell all internal audiences the same information to keep everyone on the same page
F a i r c l o t h , B e d o s k y, M c K e i t h e n , K j e r 4

Calendar
See Attached.

Budget
Research Tactics Evaluation

F a i r c l o t h , B e d o s k y, M c K e i t h e n , K j e r 5

Evaluation
Media Contact three-tier media (local, regional and national) within an hour and a half Update all news media every hour for the Tirst two days, then as necessary until crisis resolved Monitor all media closely for accuracy Content analysis, monitor news broadcasting, record number of correc- tions Track the number of media inquiries, list the media present at press con- ferences, list all outgoing broadcasts from website and social media re- leases Media log, counting press releases sent out Community Inform 90% of the community within a 5-mile range of the park within an hour and a half Inform 80% of the Orlando community within two hours Inform 100% of the other parks in the surrounding area of the crisis within three hours Resolve crisis and let the community know within an hour Resolve any uneasy feelings about the park from the time the crisis ends and clean up starts until a month afterwards Map of surrounding area with pins for places contacted, monitor emails Survey/questionnaire about reaction time and response to crisis Muslim Community Inform 90% of the local muslim community, including mosques, on the situation within a 24-hour period. Update local mosques and the muslim community every day until crisis is done Use traditional and broadcast media to update regional and national Muslim community Survey/questionnaire about reaction time and response to crisis Meet with local mosque leaders (Imam) to discuss response to situation Internal Inform 90% of internal audiences of the crisis within 30 minutes to an hour; 100% by the end of Day 1 Continually update internal audiences every 12 hours until actual crisis is over; updates daily throughout recovery period Survey/questionnaire about reaction time and response to crisis Conference to discuss reaction/response to crisis Talk to supervisors and teams directly to acknowledge individual accom- plishment and appreciation

F a i r c l o t h , B e d o s k y, M c K e i t h e n , K j e r 7