Table of

Contents

2
INTRODUCTION

For more than 70 years, Renewergy has drawn knowledgeable individuals from across the United
States and around the world. Renewergy prides itself as one of the best sustainable energy
companies in the country.

This crisis communication plan is a collection of policies and documents, which outline the privileges,
and responsibilities of being a part of the Renewergy team. It is important that all staff members take
the time to familiarize themselves with the materials in this handbook.

We will make every effort to notify employees when an official change in policy or procedure has
been made, but members of the company are responsible for their own up-to-date knowledge of
our policies. Please let management know if you have any questions or suggestions for how this
handbook can be improved.

Howard Kalman, CEO

John Smith, Renewergy Office of Public Safety and Emergency Management Director and Chief
Cory Young, Director of Crisis Communication

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PURPOSE
The purpose of our plan is to develop a procedure that Renewergy can reference for communication needs during a
crisis. A communications plan will be a strong addition to the emergency preparedness plan that is already in place
because it will focus on crafting messages and delivering them effectively to those who will be in need of information,
such as employees.

OBJECTIVES
Renewergy will make the effort to:

Initiate the crisis plan within two hours of the occurrence

Inform local officials of the occurrence within one hour of the event
Determine the source of the problem as soon as possible
Communicate with all employees working at the time the details of the communication plan
Reach out to all affected constituents with all initial information
Regularly inform the media and publics of updated information during and post-crisis through media and social media
Only communicate information that is absolutely accurate and remain open and transparent with communication
Identify any measures that can be taken to mitigate similar issues from happening in the future
Effectively analyze the post-crisis situation and implement any necessary changes

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TRAINING
MANAGEMENT TRAINING
Managers will be required to attend annual two day
briefings on crisis management to gain the skills and
knowledge necessary to keep themselves and their
coworkers safe during crisis situations. These trainings
will be run by the Crisis Management Team using Gagne's
9 Events in order to ensure the greatest impact and
retention of information. Managers will be taught
procedures of a variety of potential threats and will
receive both proactive and reactive crisis training.
Training will branch from immediate crisis reaction to
internal communication procedures to stakeholder
communications and social media.
Trainings will include not only distribution of crisis
procedures and information to hand down to employees
but will also include case studies and hands on crisis
management practice. Though training will only occur
once a year, evaluations will occur each quarter in order
to ensure that all managers are up to date on procedures.
Each evaluation will include testing on all areas of crisis
management including: hazardous weather, threats of
violence, and brand crisis emergencies.
EMERGENCY TRAINING
An evaluation and any additions to this crisis
communication plan will be completed before the
start of each fiscal year. For this year, the following
dates listed are mandatory for employees to
rehearse the plan.
All employees will be briefed on the crisis
communication plan prior to the rehearsal dates.
Each of the crises posing the largest and most likely
potential threats to Renewergy will be practiced.
The specific crisis information will not be released
to employees prior to the rehearsal date.
First Date: Wednesday, May 9, 2017
Second Date: Thursday, September 7, 2017
Third Date: Thursday, February 1, 2018
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CRISIS RISK ASSESSMENT

Crisis Probability Rankings

Crisis Damage Rankings
0-Impossible; that is, the crisis has basically no chance
of occurring 0-No damage, not a serious consequence
1-Nearly impossible 1-Little damage, can be handled without much difficulty, not
2-Remotely possible serious enough for the medias concern
3-Possible 2-Some damage, a slight chance that the media will be involved
4-Somewhat probably; has happened to similar 3-Considerable damage, but still will not be a major media issue
companies 4-Considerable damage, would definitely be a major media issue
5-Highly probable; may or may not have previously 5-Devastating, front-page news, could put company out of
occurred in the company, but warning signs are business
evident

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WARNING SIGNS OF POSSIBLE CRISIS
Warning signs of a possible crisis should be identified in the prodromal stage. We have identified three main categories of crisis which
will help the crisis team monitor, search, and identify warning signs for the following crisis areas:

1. Intentional Harm
2. Natural Disaster
3. Brand Representation Crisis

INTENTIONAL HARM
Emergency alerts on the Renewergy intranet portal
Erratic or unusual behavior of employees or guests
Firing of previous employees / intense conflict within Renewergy
Protests or pickets surrounding Renewergy locations or companies associated with Renewergy products
Violent or threatening phone calls or emails
Sounding of alarm system within Renewergy building
Increased risk of danger nationally (for example, a World War, increased terrorism incidents, etc.)
Threats or dangerously ambiguous messaging surround the city of Ithaca or any other Renewergy locations

NATURAL DISASTERS
Predictive weather reports that state warnings/watches for natural disasters
Weather alerts (via text messaging, social media, etc.)
Intracom messages sent out with severe weather warnings
Emergency outreach (text, email, and phone calls) from Renewergy crisis team

BRAND REPUTATION CRISIS

Advertisements, marketing or public relations campaigns that may be considered racially, sexually, or otherwise insensitive or
offensive
Negatively patterned online social media remarks surrounding Renewergy or our products (especially in terms of offensiveness)
Staff changes that may cause conflict
Conflict within staff
Companies we supply to or receive supplies from experiencing brand reputation problems
Protests or strikes at Renewergy or companies connected with us or related to us 7
RESPONSE PLAN FOR POTENTIAL CRISIS
Threats via Telephone, Email, or
Text Message
If possible, see guidelines for handling
telephone threats form:
http://www.osec.doc.gov/osy/npcsecurity/o
sypdffilesf-n/npc1055.pdf
Do not encourage the threat by fighting
back, raising your voice, or engaging in
confrontational dialogue
Immediately write down and save all of the
information you can gather (see above
PDF)
Remain calm, listen, do not interrupt the
caller
Keep caller talking as long as possible while
gaining the attention of a colleague if
possible
When the call is completed, if a co-worker
has not already contacted security, do so
immediately
Adverse Weather
*Based on the geographical location we have targeted the most likely Adverse
Weather condition scenarios as Hurricanes, Floods, and Winter Weather.
If you are inside of the Renewergy Building
As soon as you hear the Renewergy adverse weather alarm, proceed
quickly and calmly to the designated shelter location (the basement
warehouse of the building)
Check in with your supervisor once you are in the designated shelter
location in order to gain a head count
Emergency supplies are stored in this location and can be accessed if
needed
If you cannot make it to the designated shelter location
Seek a small room on the interior of the building with the least
possible doors and windows
Go to the lowest level possible to increase structural stability
Remain in the center of the room - corners tend to collect debris
and rubble
Contact a supervisor if possible to alert them of your location
If you are outside of the Renewergy building and cannot make it back inside
Find shelter in a basement or a sturdy building if possible
If one is not accessible to you, attempt to drive in a vehicle (following
standard driving safety directions) to the closest shelter location
If you cannot reach a shelter location by car:
Remain in the vehicle with your seat belt on, keeping your
head below the windows and covering it with your hands or a
blanket
-OR-
If there is an area which is lower than the roadway, such as a
ditch or hole, lie in that area and cover your head with your 8
hands
Active In-Person Product Defect and/or Recall
Remove yourself and others from the situation as Release a transparent statement as soon as you
quickly and calmly as possible via the receive information surrounding the defect
predetermined evacuation plan Individually contact stakeholders and customers who
Contact security as quickly as you can purchased the product
If you cannot evacuate, try your best to hide Make public statements via social media and local
yourself, creating as many barriers between you media outlets to inform the general public
and the threat as possible (ie. close office Take responsibility for the defect and produce a
windows and doors, block entryways with genuine apology
furniture) Ensure all employees are fully informed with accurate
Be sure that your hiding place provides coverage information and consistent messages
does not leave you trapped or restrict your
movement
Turn all phones and devices to silent and remain
as quiet as possible
As a last resort, and only if your life is in
imminent danger, attempt to disrupt and/or
incapacitate the threat
Act as aggressively as possible against
him/her
Throw items and improvise weapons
Yell
Commit to your actions

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Telephone
CRISIS COMMUNICATION EMERGENCY PERSONNEL & LOCAL

Log TEAM DIRECTORY OFFICIALS

Howard Kalman Renewergy Office of Public Safety and

Renewergy CEO Emergency Management
(607) 274-1951 Communications Center (Open 8am-5pm, M-F)
hkalman@renewergy.com (607) 200-1111

Cory Young Renewergy Office of Public Safety and

Director of Crisis Communications Emergency Management Director and Chief
607-272-0309 (607) 274-3353
cyoung@renewergy.com John Smith

John Smith Cayuga Medical Center

Renewergy Office of Public Safety
and Emergency Management
Director and Chief
607-456-8858
jsmith@renewergy.com
101 Dates Drive, Ithaca
(607) 274-4011
Ithaca Fire Department
310 West Green Street, Ithaca 911
Offices: (607) 272-1234

Ithaca Police Department

120 East Clinton St, Ithaca Emergency: 911
Offices: (607) 272-9973

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KEY FIGURES KEY FIGURES SPOKESPERSON FOR RELATED
INTERNAL EXTERNAL ORGANIZATIONS

Stephanie Gibbs The Ithaca Journal The Cornell Chronicle Joe Sliker
312 College Ave, President & CEO of Renovus Solar
gibbes@gmail.com 123 W State St
(607) 277-1777
203-940-0936 Ithaca, NY 14850
Ithaca, NY 14850 jsliker@renovus.com

Taylor Moody Ithaca Community News Ian Shapiro

tmoody@ithaca.edu The Ithaca Times Editor, Nick Reynolds Founder of Taitem Engineering
529-923-2212 Ithaca Commons editor@ithacatimes.com, (607) 277-1118
109 N Cayuga St # A .607-277-7000 ext. 224 ishapiro@taiteneng.com
Vanessa OConnor Ithaca, NY 14850 109 N. Cayuga St.
Adam Morris
voconno1@ithaca.edu Ithaca,NY 14850
Manager at GreenStar Cooperative Market
416-492-0958 The Ithacan
607-273-9392
953 Danby Road Tompkins Weekly amorris@gmail.com
Sabina Leybold Ithaca College 3100 N Triphammer Rd #100
sleybold@ithaca.edu Ithaca,NY 14850 Lansing, NY 14882 Art Horn
Manager of The Common Spot
230-129-3857
The Cornell Daily Sun (607) 592-2222
arthorn@gmail.com
Amber Davila 139 W State St CNY Central- WSTM-TV
adavila@ithaca.edu Ithaca, NY 14850 1030 James Street
313-934-8347 Syracuse New York 13203-2704
WICB 315-477-9446
118 Park Hall
953 Danby Road Ithaca Community Radio-
Ithaca College WRFI
Ithaca,NY 14850 Ithaca Community Radio
103 W Seneca St #305
ICTV Ithaca, NY 14850
Chris Wheatley, Manager 607-319-5445
(607) 274-3142
wheatley@ithaca.edu 11
KEY MESSAGES
Key messaging depends on circumstance, level of intensity and other various factors that may not be predictable.
Below are some basic key messages that may be modified due to circumstances.

Our highest priority is our commitment to our stakeholders, customers and employees.

Renewergy promotes a safe space environment. It is our intent to provide such a space in
all functions and aspects of the company.

Renewergy is committed to excellence is all areas: cleanliness, safety, and productivity.

Anything below our standard for excellence is unacceptable and will be reviewed analyzed
and changed.

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 MEDIA SPOKESPERSON
The media spokesperson will represent and speak on behalf of the company during the crisis. The individual will be
required to make public statements on both the local and, if needed, national level.

The primary media spokesperson for Renewergy will be Director of Crisis Communication, Cory Young.

The secondary spokesperson for Renewergy during a crisis is CEO Howard Kalman, in case the primary
spokesperson is unavailable at the time of the crisis. The reason these spokespeople have been selected is because:
They have an understanding of best practices for the companys image
They have well-established relationships with both internal and external stakeholders.
They are able to articulate, speak concisely, clearly and be cordial.
They must appear rational, concerned, and empathetic during the crisis.
If used, multiple spokespersons must be able to say the same thing.

CRISIS COMMUNICATION
METHODS OF COMMUNICATION
CONTROL CENTER
Emergency Notification System (email, phone call, and text
A crisis control center provides the space and message)
resources where the crisis team can gather and use Intranet
to leverage crisis communication managing. This Owned Media Platforms - blogs, Twitter, Instagram, Snapchat, etc.
control center should be established before a crisis Contact media organizations to release a statement (
occurs to ensure ease of management. We have Hold a press conference
identified 3 potential control centers that should be Direct phone calls to emergency response groups, as well as to
chosen based on the relevance and need of the heads of the department
emergency situation:
WEBSITES
A meeting room in the Renewergy office http://www.renewergy.com
space Information about the company/products
A public meeting room in the Tompkins enewergygivesback.weebly.com
County Public Library SOCIAL MEDIA
A meeting room in the Renewergy Office of https://twitter.com/renewergy/
Public Safety and Emergency Management https://www.facebook.com/renewergy/
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https://www.instagram.com/renewergy/
PRE-GATHERED INFORMATION

EXAMPLE PRESS RELEASE:

Please note that specific information MUST be added in

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COMPANY PHILOSOPHY
To keep in mind throughout all communication channels and messages

VISION
OUR HISTORY

We dont invest time, money, and people to make

Renewergy is a green energy company based in Ithaca, NY working
the greatest solar powered products or build the
to provide clean energy to our customers. Company History:
most capital. We invest our time, money, and
people so that our world is healthier, our people
Renewergy is proud to be entering our eighth year of producing
are happier, and we make a positive impact
solar panels and products. In 2009 our founder, Howard Kalman,
wherever our brand goes...we want to grow with
brought his love of renewable energy to upstate New York and has
our employees, with our communities, and with
been fostering a greener community ever since. Our Ithaca
our product line in order to decrease in our
headquarters, a town known for its luscious scenery and natural
environmental footprint, decrease in our costs,
gorges has put us on the map as one of the most renowned solar
and decrease in our loss of faith.
product providers in the United States. We are a world-class leader
in solar panel and wind turbine technologies for residential and
commercial application and are expanding our product line each
MISSION
year in order to keep up with the demands of our customers. Since
starting, we have grown into a 2,500 employee company and were
With renewable solar energy, we are dedicated to
listed on this years Fortune 500 list of innovative green energy
creating a better earth and a sustainable future.
companies.
Our mission is to design a classy and comfortable
lifestyle for the home and the workplace. Through
We have helped thousands of homes and companies in the regional
our work we give people the power to embrace
area make the switch from electricity to solar power. Our
natural sun and look towards the future. We will
experience and knowledge has named us #1 in renewable energy in
inspire change that will create everlasting positive
New York for the past five years. The products and panels we
transformations for our world and the next.
design are built to last, highly innovative and trusted by our clients
and some of the top solar companies in the world. The great
service provided at Renewergy is a symbol of our dedication to our
work and mission of creating a sustainable world.
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SAMPLE SCRIPTS

BRAND REPUTATION CRISIS INTENTIONAL HARM

To our family at Renewergy, clients, and community,
It has come to our attention that (crisis) has caused many to
feel offended. Renewergy had no intentions to offend our
clients, employees, or community in any way. The (crisis) has
been pulled down from all Renewergy social platforms and
intranet. For further informations or questions please contact
Renewergy Media Relations.
At (time) today, Renewergy received a (violent action or
intentional action). To ensure the safety our employees here at
Renewergy and our community, we have put in action our
security plan surrounding all areas of our building. We take all
(action) very seriously. We value our community and employees
safety and will do everything we can to prevent any hostile
situations as well as put anyone at risk.

We ask if you have any questions or further information, please

contact us at (COMPANY #) As we receive updates, we will
NATURAL DISASTERS reach out to the families of our employees and the media.

To our family at Renewergy and our community,

Due to a severe weather, our headquarters will be temporarily

stop all service and closed down (time & date). To protect the
safety of our clients and employees, no one will not have access
to any roads leading into the headquarters or entrances to the
building at this time. For further information regarding the
status of our headquarters, please contact your manager.

We will continue to release updates as the storm progresses.

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SAMPLE SOCIAL MEDIA MESSAGES

FACEBOOK

It has been brought to our attention that [insert crisis/situation].

We are taking the necessary measures and steps to ensure the
safety of our employees, as well as everyone affiliated with our
company Renewergy. An official statement regarding [the
crisis/situation] will be posted as soon as possible. Please stay tuned
for further updates regarding the incident.

TWITTER

The [incident] is currently under investigation by our Crisis

Management Team. Please standby for further updates.
We have taken measures to evacuate everyone in the building. The
safety of our staff is our #1 priority.
An official statement regarding [the crisis] will be posted soon.

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(CONTINUED)

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 INTERVIEW TIPS
(Kathleen Fearn-Banks 2016)
Research the reporter and the types of questions they ask
Prepare to answer who, what, where, when, why and how questions

INTERVIEW Focus on communicating two to three key messages during the interview
Avoid saying no comment
Face the reporter, not the camera or the microphone
TIPS & TRICKS Do not answer questions you dont understand, ask for clarification
Remain honest and calm in your responses

TRICK QUESTIONS
Sometimes reporters can put you in a difficult situation by asking trick questions.
Here are some examples:
Speculative questions
Begin with if
If your department had been better prepared would this have
happened?
Leading questions
You do agree that the Theater Arts Department could have
avoided this situation, right
Loaded questions
Isnt it true that you knew there was an issue but didnt do
anything to stop it?
Isnt it true that you knew of the warning signs?
False questions
Contain inaccurate details that reporters want you to correct
So, someone died, correct?
Accusatory questions
Designed to make you blame someone else
Who is actually responsible for this crisis?

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 Emergency Response Contact List
EQUIPMENT Personal Lists (with contact information)

& SUPPLIES
Laptops & Computers
Chargers of all kinds
Cell phones
The entire crisis response team is responsible 4G data cards
for moving supplies and making sure they are Printers
in the proper location. Paper
Ink
Pens/Pencils
Crisis Communications plan -via network or printed copy
Television
Radio
Media directories
Press Kits
Emergency Plans
Food and beverage[1]
First aid kits
Camera
Chairs
Tables/Desks
Maps of buildings/campus
Ithaca area phone book

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EVALUATION OF PLAN EFFECTIVENESS AFTER CRISIS

After a crisis, the following questions will be asked to ensure that Renewergy is better prepared for the future. This
evaluation is assessing what went right and could be improved during a crisis. It covers all aspects of the crisis,
including media relations, community relations, and the crisis management teams performance. This evaluation will
benefit the whole company.

1. Media relations: Review all media coverage of the crisis. What were the negative reviews? What were the
positive reviews? Can the coverage be improved by building a stronger relationship with the media?

2. Community relations: Did the community approve of how we handled the crisis? What can we do to build
better community relations? We should make the community aware of any donations we make or services we
conduct to help our surrounding area.

3. Crisis management team: Did all the team members perform well under pressure? Did everyone conduct his
or her parts well? Do we need more members on the crisis team? Were there any parts missing? Does anything need
to be added to better manage the situation?

ACKNOWLEDGMENTS
By signing this statement, I verify that I have read this plan and am prepared to put it in effect.

Signature Date Position Posted 21

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PUBLISHED SPRING 2017