Active Shooter Crisis Communication Plan 1

FLORIDA SOUTHWESTERN UNIVERSITY

FINAL PAPER
COMMUNITY RELATIONS PAD 3874
Florida Cancer Specialists
Active Shooter Crisis Communication Plan
By Lynn Carey
Professor M. Visaggio
October 7, 2016

Active Shooter Crisis Communication Plan 2

Certification Page of Authenticity of Ones Own Work

CERTIFICATION STATEMENT
I hereby certify that the following document constitutes my
own product. Where the thoughts, ideas, or expressions of
another are used appropriate credit is given and, that where
the language of another is set forth, quotation marks so
indicate. I further understand that if appropriate credit citing
the originating author is omitted by me it can result in the
failure of this assignment and stricter academic disciplinary
action by Florida SouthWestern University.
Name Printed__________Lynn Carey_________________
Signature______________Lynn Carey___________________
Date_______________10/7/16_______________________

Active Shooter Crisis Communication Plan 3

Table of Contents

Content

Page(s)

Introduction

Purpose and Objectives

Identifying Key Publics

Notifying Key Publics

8
Crisis Team and Spokesperson

10

Media Strategy and Use

14

Maintenance Standards

16

Works Cited

17

Active Shooter Crisis Communication Plan 4

Introduction
This crisis communication plan is to prepare Florida Cancer Specialists (FCS) in
the event of an active shooter at its Orlando Downtown campus, located at 70 West Gore
Street Suite 100, Orlando, Florida 32806. The business is located on the first floor of a
two story building. The second floor is currently spilt between a medical doctor and a
dermatologist. The first floor consists of a receptionist desk and a lobby/waiting area,
when you enter the building. Elevators are in the front of the lobby. Stairs to get to the
second floor are located next to the elevator with a door marked stairwell. Across the
street is a parking lot covered by a series of bushes. On the east and west side are other
businesses.
The main focus of FCS during a crisis is to safeguard lives, research and the
environment. Florida Cancer Specialists do not have security on site, in the event of an
active shooter the first responders would likely be facilities management. Second to assist
would be the Orlando Police Dispatch. Orlando Police would need aid from the SWAT
Team, EMS, Environmental Protection Agency, American Association of Poison Control
Centers, Orlando Fire Department and HAZMAT. The Orlando Police would have to
evacuate nearby buildings and while sealing and securing the immediate area. The
Orlando Police person in charge will contact the American Association of Poison Control
Centers (AAPCC), in reference on how to proper attire to wear while being exposed to
unknown chemicals. Everyone that will be exposed needs wear special coverings before
entering the establishment. Firefighters and Orlando Police will limit access to the site for
first and secondary responders. (WHO, 2009). When the HAZMAT team reaches the site,
they will regulate access to their team and essentially head the case. HAZMAT has set up

Active Shooter Crisis Communication Plan 5

a quarantined area for survivors and responders once they exit the building.
Environmental Protection Agency will be working with the HAZMAT team to determine
what chemicals are in the building. The American Association of Poison Control Centers
will determine the severity of being exposed to a combination of them. Once the SWAT
team and EMS/Hospital Staff is properly dressed, HAZMAT gives the all clear that it is
safe to enter the building to find capture the suspected shooter and take victims to the
designated quarantined area.
Dealing with an active shooter event is distinct from many crisis situations
because of the highly ambiguous nature of the crisis. Unlike some disasters, active
shooters events are often unclear as to whether there is an actual danger (rather than a
false alarm), what the location of the danger is, the amount of perpetrators involved, and
the best course of action. Such vague events create uncertainty and present specific
challenges to effective crisis communication. (Wray, Jacobsen, & Evans, 2014)
Data about the shooting, chemical exposure and the victims will be provided to
the heads of each organization involved and the Orlando Police Department in
conjunction with Florida Cancer Specialists will determine what information is released.
FCS will be responsible for promptly notifying the emergency contact for all victims,
and providing updates to the public about the progress of the investigation. (Gibson,
2016)
The FCS persons, which will make use of this crisis management plan, will be the
President, Facilities Management, Human Resources, Information Technology, and the
Public Relations Office. Their responsibilities will be defined in the Directory, Team, and
Spokesperson sector of this text.

Active Shooter Crisis Communication Plan 6

Purpose and Objectives

Purpose
The objective of this crisis management plan is to deliver precise and punctual
data to the Florida Cancer Specialists publics and the mass media. Please note executive
management will communicate with its physicians, staff, and patients first, in an effort to
maintain the core values and recognize them as essentials of the Florida Cancer
Specialists family.

Objectives
The objective of this plan is to provide easy to follow directions for users during the
event of an active shooter. Readers should be able to quickly identify their role and
implement their tasks. Ideally, the following would occur:
1. Immediately activate the internal intercom system to caution patients and staff of
the active shooter in the building. Victims should seek shelter behind a locked
door away from chemical exposure, if possible. (Gibson, 2016)
2. Call 911 to ensure they are aware of the incident and the chemical nature of the
facility.
3. Notify on intercom the building is on lockdown until the all clear is given by
responders. If you are in an office, stay and secure the door. (US Department of
Homeland Security, 2008).
4. Instruct Run, hide, or fight if the situation calls for it. (Dorn & Satterly, 2012)
within 2 minutes of receiving the information.

Active Shooter Crisis Communication Plan 7

5. Notify all executives of the crisis within 5 minutes through the designated
instrument that is on site and accessible during the incident.
6. Within 30 minutes the Public Relations office will execute a press release
confirming the key elements of the incident that was submitted by executive
management.
7. The CEO will hold a press conference at the Corporate Office in Fort Myers, FL
to confirm information concerning the situation to the mass media within 3 hours.
8. Executive management will hold another press conference in Orlando with the
Orlando Police department to confirm the incident is resolved and all of the
victims are accounted for. They will also provide answers to questions that the
mass media may have.
9. Ensure the patients, staff and families of each are constantly educated with data
and resources via email, FlCancer.com, and toll free 1-800-FCS-LINE (TTY.)
10. Keep the mass media and FCSs publics updated with through planned press
conferences, FlCancer.com, EPA website, and Orlando Police Department
website, Facebook, Twitter and LinkedIn.

Identifying Key Publics

Please be aware that all publics are essential to the success of FCS, the oncology
research center has three strategic publics, which are categorized in order of significance
to reflect our core values. (Fearn-Banks, 2010) defined as functional publics, enabling
publics and diffused publics.
Florida Cancer Specialists is the largest oncology practice in Florida. The
functional publics are our internal and external customers; they are the reason we are the

Active Shooter Crisis Communication Plan 8

largest oncology practice in Florida. Next, the enabling publics are our investors and
board of directors. They make the decisions and distribute funding. This group would
also agree that our functional publics are primary. Lastly, diffused publics such as the
media and surrounding communities assist with our reputation.

Notifying Key Publics

Functional Publics
FCS takes responsibility for notifying our internal and external clients about the
threat of an active shooter in or around our facility. We hold ourselves accountable for
updating our patients and staff about the unfolding scene. The first notification is by SMS
text that is sent by FCSs Public Relations Department. The second notification will be
delivered by Orlando Police Emergency Recording Dialer that is implemented by the
CEO, COO, or FCSs designated spokesperson. These notifications will happen
simultaneously. These notifications are in place to inform local staff and local patients on
about the active shooter in or around the facility and how to evade the threat.
After the crisis is over, FCS executive management will email internal clients
additional updates. These updates may possibly be the same information provided to the
enabling or diffused publics. Information that would be classified for our functional
publics only would be facility and appointment changes, employee assistance
information, and other business related updates.

Enabling Publics
Florida Cancer Specialists enabling publics will be informed via company and
personal email and telephone. The message will come from the CEO or COO. Only

Active Shooter Crisis Communication Plan 9

verified and accurate information will be provided about the incident and the details on
how the incident is being managed. The message may also request funds from the
foundation or internal charity to support patients and employees who were financially
impacted by the incident.

Diffused Publics
Being that a call was made to 911 the mass media will likely learn of the incident
through their use of the emergency radio systems used by Orlando Police, EMS and the
Fire Department. More information on the incident can be found by calling our 1-800FCS-LINE, FlCancer.com, press releases, Facebook, EPA website, and Orlando Police
Department website, Twitter and regular press conferences. The first press conference
will be held at FCS Corporate Office in Fort Myers, FL, approximately three hours after
the incident is made publicly known. After that the scheduled times and locations of the
press conferences are to be determined by executive management. The diffused publics
should know that they will only receive accurate and verified information. If there is
nothing new to report, that will also be made known to the media at that time A formal
request to the media will be made to give the families involved the space that they need
to process and heal from the incident. Once the press conferences end, the media is able
to contact the Public Relations Department with questions or concerns about the incident.

Active Shooter Crisis Communication Plan 10

Directory of Crisis Team and Spokesperson

Directory
FCS Position

Name

Contact Information Office/Cell

Chief Executive Officer

Brad Prechtl

(239) 274-8200/ 239-918-8895

Chief Operating Officer

Todd Schonherz

(407) 874-8202/ 239-918-8897

Chief of Police

John Mina

407-875-9875 /

HAZMAT Team Lead Caleb Fullerton

407-248-0573 /

Vice President of Facilities

Rich Dyson

407- 984-8204/ 407-718-8895

Senior Regional Director

Inga Gonzalez

(239) 274-8206 / 239-918-8898

Public Relations Manager

Shelly Glenn

(813) 274-8208/ 239-918-8999

Media Spokesperson

Shelly Glenn

(813) 274-8208/ 239-918-8999

Regional Director

Lois Brown

(239) 274-8210/ 239-918-8005

Director of IT

Sara Cevelos

(407) 774-8212/ 239-918-8225

Director of HR

Stephanie Ertel

239-240-8820 / 239-918-8282

Director of Operations

Eric Grindstaff

407-199-5051 / 239-918-8282

Team
How you communicate during a crisis can save lives, cut down on confusion,
support your staff, and protect the image of your school according to Crisis
Communications in a Digital World (Trump 2014.) Florida Cancer Specialists crisis
management communication team consist of the following representatives: CEO, COO,
Chief of Police, HAZMAT Team Lead, Vice President of Facilities, Senior Regional
Director, Public Relations Manager/ Media Spokesperson, Director of IT, Director of HR

Active Shooter Crisis Communication Plan 11

and Director of Operations. Each affiliate has a designated duty during an active shooter
crisis.

Chief Executive Officer

The CEO will be responsible for providing the first press conference. He will be
the contact person for all members while the crisis is existent. He is responsible for
verifying and providing accurate information to supporting members. He may be aided
by COO when necessary. The CEO is also accountable for making decisions about the
recovery process and any other concerns that are produces as a product of this incident.
In the disastrous occurrence of a patient death or employee death, the CEO will
make the call directly to the next of kin, notifying them of the fatality. If there are more
than 10 deaths, the COO will assist with making notification phone calls to the next of
kin.

Director of Operations
The Director of Operations is responsible for gathering contact information of the
next of kin on the patients that are in the building. He will need to confirm the number of
people that were being treated and that could possibly require emergency services. It is
his duty to work with facilities management to determine where the toxic chemicals are
and the possible levels of exposures for occupants.

Chief of Police
The Orlando Chief of Police (or his designee) is in charge of the initial response
to the 911 Call. This may include securing the area, evacuating surrounding buildings,

Active Shooter Crisis Communication Plan 12

assisting those who escaped into the quarantined area and arresting the suspected shooter.
He is also responsible for communicating with Environmental Protection Agency and
American Association of Poison Control Centers. Lastly, he will create a command post
near the site and partner with other responders to provide assistance in various capacities.

Vice President of Facilities

The VP of Facilities will be in charge of supplying information in reference to the
facility. The information included (but not limited to): Map of the building with
evacuation routes, medical supply rooms, high security rooms, highly toxic areas,
reporting possible spills and contamination to HAZMAT. Once the investigation is
complete, the VP of Facilities will supply an estimated amount of damages.

Public Relations Manager

The Public Relations Office will be accessed during a crisis. The Public Relations
Manager is responsible for gathering factual information from the CEO and Police Chief
and issue a press release. She is also responsible for the team that provides updates via
social media, FLCancer.com, and emails. The PR Manager will be on site at the corporate
office until the crisis is resolved. She reviews and approves all information before it is
released.

Director of IT
The Director of IT will assist with updating the company website during a crisis.
They are also charged with providing tech support, ensuring all ER emails are going
through smoothly. IT will remain on site to ensure all systems are thriving and all callers

Active Shooter Crisis Communication Plan 13

and viewers are able to get through without any issues. IT also assists with accessing the
surveillance cameras around the building to determine the location of the shooter.

Director of Human Resources

Director of Human Resources will handle all employee relations and benefits that
will be needed during this time. This includes supplying the contact list of employees in
the building and their next of kin contact information to the CEO, employee assistance
program (EPA), emergency initiated time off work, bereavement pay, and other duties as
assigned.

Media Spokespersons
Only two people will be spokespersons for this crisis: CEO and Media
Spokesperson. Each person has specific duties. The CEO will provide information at the
initial press conference. The main spokesperson is the PR Manager. She will handle all of
the following press conferences. Her responsibility is to provide the media with names of
people involved (only after their family has been contacted. The CEO will confirm when
this is complete.) The Chief of Police will inform her of any information related to the
responders and emergency staff.
All of the divisions of FCS that are participating in this crisis management
communication plan , the Crisis Team will have an appointed back up person (Buerger
& Buerger, 2010) as agreed and approved by the Chief Operating Officer. In the event the
primary contact is not available during the crisis.

Active Shooter Crisis Communication Plan 14

Media Strategy and Use

FCS will utilize several types of media communications to connect with the
public for a punctual and precise release. Types of media are TV, print, internet and social
media. An important part of developing a strategic communications plan is figuring out
who your audiences are and how they prefer to receive information. (Trump 2014, pg 2)
This is something you must do before a crisis if you wish to save time by avoiding outlets
that are obsolete or not used. Your website and social media channels are more than
window dressing. They are the official voice of the organization. The companys websites
will be one of the first places to which clients, the media, and local people turn for
information when a threat or incident hits your corporation. (Trump 2014, pg 3)

Television
Florida Cancer Specialists will host regular scheduled press conferences in FCS
Corporate Office located in Fort Myers, Florida. This will allow broadcast companies to
provide live coverage of the incident to our publics. The television broadcast will reach
views locally, nationally and globally. It is not unlikely for a global news station to attend
an active shooter press conference at a business establishment thousands of miles away.
We will use this platform to convey our sympathies to those impacted by this event. We
will also share information to our reaction of the circumstances at hand. Lastly, FCS will
explain how we are supporting our patients, employees and their families during this
catastrophic event.

Website

Active Shooter Crisis Communication Plan 15

The internet is a main source for acquiring information. FCS will make sure a
designated website is up and running to provide updated and accurate information via
social media as well. This tool will be managed by the Director of IT and the Public
Relations Office. Its primary goal is to provide precise and punctual information to our
public. There will be a designated place on each FCS website (including social media)
where questions can be submitted and answered. Keeping updated information on the
site will reduce both the number of phone calls from publics and the amount of tie put
into crisis recovery. (Fearn-Banks, 2010)
Once the incident is contained and families are contacted, FCS will establish a In
memory of page to honor the victims of this crisis. This page will allow for condolences,
comments and donations to go to the victims families. Information about funeral
arrangements and memorial services will also be updated on this page (with the
permission of the family.)

Electronic Media
Florida Cancer Specialists will use internal email system known as iOnco to
electronically communicate with staff and investors. The external electronic
communication system known as eOnco will be sent to all patients of the facility. This
will be used as another medium to deliver information to those who may be impacted by
the closing of the facility. BSC will use electronic media in the form of College wide
emails to staff and students. This will be another way FCS can display a pleasant and
sociable attitude to help the internal and external clients through the crisis. These emails
will be sent by the Chief Executive Owner or the Chief Operating Officer to convey a
personal impact.

Active Shooter Crisis Communication Plan 16

Maintenance Standards
Florida Cancer Specialist will recover and use all resources to assist patients and
victims into a full recovery. FCS will provide therapy to staff and patients with an onsite
psychological and spiritual therapist. Full funeral funding will be provided to the families
that experienced a loss due to the active shooter incident. The FCS Orlando Downtown
facility will be permanently relocated to lessen the mental impact of patients having to
return for treatment.
We will continue to show elasticity, continuation and vigor through our media
channels. We thank the responders and the community for their continuous support and
prayers as we work towards healing and our systematic practice at FCS.

References

Active Shooter Crisis Communication Plan 17

Fearn-Banks, K. (2010). Crisis communications: A Casebook Approach (Routledge
communication series) (4th ed.). New York: Routledge/Taylor and Francis Group.

Indiana University. (2008, October). Safety Guidelines for Armed Subjects, Active
Shooter Situations from United States Department of Homeland Security,
https://www.dhs.gov/xlibrary/assets/active_shooter_booklet.pdf

Deshpande, N. (2009). Review of security managers guide to disasters: Managing

through emergencies, violence, and other workplace threats. Journal of Homeland
Security and Emergency Management, 6(1), . doi:10.2202/1547-7355.1665

Gibson. (2016, July 29). Active shooter epidemic: Strategies for crisis communication.
Retrieved October 06, 2016, from Strategies For Crisis Communication,
http://www.gibsonins.com/blog/active-shooter-epidemic-strategies-for-crisiscommunication

Dorn, M., & Satterly, S. (2012, August 08). Fight, Flight or Lockdown - Teaching
Students and Staff to Attack Active Shooters could Result in Decreased Casualties or
Needless Deaths. Retrieved October 4, 2016, from
http://www.campussafetymagazine.com/files/resources/Fight-Flight-orLockdown.pdf

Active Shooter Crisis Communication Plan 18

Buerger, G., & Buerger, M. (2010, September 8). Those terrible First few minutes:
Revisiting active-shooter protocols for schools. Retrieved October 4, 2016, from FBI
Law Enforcement, https://leb.fbi.gov/2010/september/those-terrible-first-fewminutes-revisiting-active-shooter-protocols-for-schools

How to Plan for Workplace Emergencies and Evacuations, U.S. Department of Labor,
Occupational Health and Safety Administration, OSHA 3088, 2001.

Downs, AA, BA, MS, CAS, S. (2015). Active shooter in educational facility. Journal of
Emergency Management, 13(4), 303326.

Anklam III, PhD, C., Kirby, MS, A., Sharevski, MS, F., & Dietz, PhD, PE, J. E. (2015).
Mitigating active shooter impact: Analysis for policy options based on
agent/computer-based modeling. Journal of Emergency Management, 13(3), 201216.

K, T., (2015). Crisis communications in a digital world. Educational Leadership, 72(7),

7478.

Budden, C. B., & Budden, M. C. (2012). Developing crisis management skills through A
realistic case involving A chemical spill. Journal of Business Case Studies
(JBCS), 8(3), 261.
House, I. C., Incidents, M. C., & Centre, W. C. (2009). Manual for the public health
management of chemical incidents. WHO Library Cataloguing-in-Publication
Data: World Health Organization.