Contents

Definitions Communications Objectives Roles and Responsibilities Notification of a Crisis Communication Procedure for Handling the Crisis Emergency Operations Center (EOC) Activation Identification of a Spokesperson Guidelines for Spokespeople Format for Briefing Someone Identified as a Spokesperson for Interviews/News Briefings News Release -Circumstances That May Require a News Release -Writing an Initial Statement for Release -Information Appropriate for Release -Information That is Not Appropriate for Release -Writing a News Release Messages for the News Media During Crisis Audiences During Crisis How People Receive Information During a Crisis Tools to Use During a Crisis -Incident Information Sheet -Telephone Log Sheet -Example of Initial Statement for Release

-Checklist for Establishing a News Conference Center -Crisis Contacts

Definition
According to Fearn-Banks, K. (2010), A crisis is an unplanned event that directly or potentially threatens the reputations; of Washington State University or any of its stakeholders. For the purpose of this specific crisis plan, the crisis to be discussed will detail the official response from Washington State University in the event any member of the Athletic department is accused of sexual improprieties with a minor child or children.

Context
In recent weeks, several members of different Athletic departments have been accused of molesting children. The charges have resulted in one former assistant athletic coach being arrested and another assistant coach being summarily dismissed from his position. After analyzing the communication efforts that both Universities incorporated in response to their respective crises. It is apparent that it would be in the best interest for Washington State University and all of its stakeholders to draft a crisis communication plan in the event that any of Washington State University employees are charged with sexual crimes against children.

Communication Objectives In the event that any member affiliated with Washington State University is accused of sexual misconduct with a minor, every effort will be made to communicate with all Washington State University stakeholders. The appropriate division of communications staff will be the primary information source available to the news media.

When the crisis occurs, it is essential that communication personnel gather data and facts quickly in order to craft the nature of Washington State Universitys response. The following communication efforts will endeavor to ensure that our response is in concert with the official Mission Statement of Washington State University and our underlying goals. Official Mission Statement and Goals of Washington State Universitys Athletic Department
It is the mission of the Athletics Department to create and foster an environment which provides exceptional opportunities for all student-athletes to enrich their collegiate experience through championship performance on athletics teams which commit to national leadership, excellence and the highest moral standards. Consistent with the mission and values of Washington State University, the department is dedicated to enhancing the intellectual, physical, social, moral and cultural development of the whole person, while conducting all activities with honesty and integrity in accordance with the principles of good sportsmanship and ethical conduct. The Athletics Department values diversity, including gender and ethnicity, and is committed to providing equitable opportunities for all students and staff. The department pursues its mission while upholding the values, purposes and policies of Washington State University, the Pacific 12 Conference, and the National Collegiate Athletic Association. We will strive for a strong financial and community base of support by presenting outstanding intercollegiate athletic teams which provide quality experiences and a positive identity for the University. GOALS In pursuit of its mission, the WSU Athletics Department strives to: Conduct all activities with the health, education and welfare of all student-athletes as the highest priority. Conduct a program that is an integral part of the academic program, with the studentathlete as an active participant in the student body. Enhance the culture of opportunity for diversity, providing equitable opportunities for all students and staff. Enhance and build upon the traditions of leadership, individual and team achievements, pride and loyalty and commitment to 'give back' to the community.

 Maintain a clear line of demarcation between college athletics and professional sports. Recruit athletically talented students who are capable, prepared and motivated to succeed academically. Provide staff, resources and facilities to support programs that are competitive in the Pacific 12 Conference and the National Collegiate Athletic Association. Maintain financially viable and fiscally responsible programs. Foster a sense of community among students, faculty, alumni, staff and the larger community Provide a viable student development program guiding and assisting student-athletes in defining and developing their academic potential, career vision and preparation, sense of responsibility toward community service and personal values and skills. Establish and uphold standards of conduct for staff and students that are consistent with the development of strong moral character, responsible behavior and mutual respect.

Roles and Responsibilities This plan will identify, confirm, investigate crises, develop strategies for crisis management and develop strategies for crisis recovery. As a member of the Crisis Committee, communications personnel will: y Provide a representative at the Emergency Operations Center (EOC). y Control the release of information to all stakeholders and media. y Establish and maintain a news conference center. In the event that any member of the athletic department is accused of sexual misconduct with a minor child, three communicators will immediately take command of the Emergency Operations Center. Those communicators will function in the following roles: Public Relations (PR) lead, Social Media (SM) lead, and Public Relations (PR) backup.

The responsibilities for each communication role is as follows: PR Lead

-Receives initial official notification of crisis. -Designates staff member as SM lead. -Designates staff member as PR backup. -Receives up-to-date information from SM lead and PR backup. -Assumes initial role as spokesperson. -Briefs board of directors and University President. -Assumes lead role of the EOC team.

SM Lead -Assumes lead role of SM team.

-Designates multiple staff members to monitor social media channels. -Shares all relevant information with PR lead. -Works in concert with PR lead to draft initial statement for release. -Fields media inquiries if necessary -Once initial statement for released is approved, SM lead will distribute the message using multiple social and new media channels.

PR Back-up -Update stakeholders as directed by the PR lead.

-Fields additional media inquiries into office. -Fields employee inquiries into office. -Sets up media conference center.

Notification of A Crisis
Notification is an extremely important part of effectively managing a crisis. The accusation of sexual abuse is a very serious charge and one that Washington State University does not take lightly. As we have learned from some failed communication efforts that other Universities have committed, Washington State University will take strong measures to ensure that the right messages are being sent to all of our offices. Therefore, no coach, assistant coach or any other person besides the PR lead will speak to the media until the University has released the Universities official response. Furthermore, no member of the athletic department (other than the PR lead) will comment on the accusations to any member of the media or on any social network without approval from the PR lead. Failure to comply will immediately result in disciplinary action up to and including suspension or termination.

Communication Procedure for Handling Crisis

1. Athletic Director receives notification that an member of the athletic department has been accused or charged with a sexual act against a minor. 2. Athletic Director becomes the PR Lead and informs other communications team members. 3. PR Lead enacts crisis team, appoints SM lead, PR backup and establishes EOC area. 4. SM Lead and PR Backup investigate the nature of the charges and will communicate such details to PR Lead. 5. The accused employee will be immediately placed on paid administrative leave.

6. Within one hour of being notified of incident, PR Lead will schedule a press conference and communicate an apologia response to the allegations and inform media that the accused employee has been placed on paid administrative leave. 7. PR Backup and SM Lead will immediately begin sending out the Universities official message on all Social Media channels and University Website. 8. PR Backup will set up hotline and direct all University switchboard operators to transfer all calls pertaining to the crisis to the hotline. 9. PR Lead drafts and sends out press release. 10. PR Lead and PR Backup serve as primary media contacts. 11. SM Lead begins to email all stakeholders the nature of the allegations and the Universities official response. 12. Every 24 hours, the PR lead will confer with legal and board of directors in order to reevaluate the administrative leave status of accused employee. 13. PR Lead and PR Backup set up news conferences and interviews as needed. 14. PR Lead and PR Backup develop report analyzing communications aspect of incident and make recommendations. 15. PR Lead decides whether communication plan needs to be adjusted.

EOC Activation
An Emergency Operations Center (EOC) is a designated location where the crisis response team can work independent from normal routines. Due to the mishandling of the Penn State and Syracuse University crises surrounding sexual misconduct, in the event that any staff member either loosely or directly involved with the Washington State

University Athletic department is accused of sexual misconduct against a minor, the EOC will immediately establish the EOC. The Athletic Director will assume control of the EOC and immediately begin serving as PR lead. Each EOC site will be equipped with stationary supplies, white boards, flip charts telephones and anything else the PR Lead deems necessary to effectively respond to the crisis. The are some recommendations of additional supplies that may prove to be useful in the event of a crisis: -Pads and pencils -Multiple (internet ready) laptop computers -3-4 televisions with access to cable news and ESPN -Radios -Division Crisis Communication Plan All communications surrounding the crisis will be sent and received through the EOC and under the supervision of the PR lead.

Identification of a Spokesperson
Immediately upon notification that an employee of the Washington State University has been accused of sexual misconduct with a child, the Athletic Director shall assume the Spokespersons responsibilities. All releases of information shall be by or through the Spokesperson or at his/her direction. No other employee at Washington State University will comment to the media or any other agency without the expressed written consent of the Spokesperson.

Guidelines for Spokespeople

1. 2. Do not speculate. Stick to the facts. Do not blame the victim. Although the accused is innocent until proven guilty, Washington State University takes sex crimes against children very seriously and under no circumstances will the University or any of its employees blame the victim. 3. 4. 5. If the police are involved, defer all questions to the lead detective in the case. Speak in simple terms. Remain calm. Do not answer any questions you dont know the answer to. If need be, do not answer the question but tell the reporter that you dont know the answer, you will try and find out the answer and tell the reporter when you will have an answer. 6. 7. 8. 9. 10. Do not use negative language. Do not let reporters put words in your mouth. Always express sympathy for the victims. Ask for clarification if you dont understand the question. Ignore cameras. Face the reporters. Avoid looking up in the air. During taped interviews, its okay to stop your statement and start over. 11. Answer on the record only. There is not such thing as an off the record statement. 12. Use every opportunity to bridge your answers to your official message.

Format for Briefing Someone Identified as a Spokesperson for Interviews/News Briefings

Since sexual assault is a serious matter, members of the board of directors, or the University President may be contacted for and interview. In the event someone other than the spokesperson is scheduled to give an interview, a background briefing will help ensure that the Universitys message(s) are effectively communicated to the our key audiences. The briefing should include: -Date, time and location of the interview. -Name of the reporter. -Name of the publication, wire service, station etc. -Our experiences with the reporter or publication. -Subjects/issues/questions to be discussed with reporter. -The Universitys official response and official message. -Top three to five messages we want our key audiences to hear (you may want to give the executive tips on how to turn tough questions into opportunities to send our message. -Issues that the interviewee should avoid (e.g. blaming the victim, supporting the accused employee). -Proposed length of interview. Whenever possible, provide the executive with the background information in writing. If there is time, the PR manager may want to prepare a set of questions and answers to define the Universitys position.

News Release
Washington State University considers any allegation(s) of sexual abuse against one of its employees very serious. The university will produce an official News Release of such allegation and action taken immediately upon receiving confirmation that an allegation of sexual abuse is pending.

Writing an Initial Statement for Release

Often representatives from the media will call before all of the facts have been collected and analyzed by the crisis team. In such an instance, a simple apologia statement acknowledging the situation exists. Furthermore, the statement will convey the Universitys thoughtful and genuine concern for the victim(s). Example: Washington State University is aware that an allegation of sexual misconduct against a University has been made. The University is responding to the situation and our thoughts and concerns go out to the victim(s). Washington State University considers any act of sexual misconduct a direct violation of the mission statement and goals of the Athletic Department here at Washington State University. We have assembled a team to gather all of the facts of the matter and are immediately prepared to take appropriate action. We will be providing media personnel and other stakeholders more information as we receive it.

Information Appropriate for Release

During a crisis where sexual misconduct allegations have been raised against an individual employed by The Washington State University Athletic Department,

there will be information that will need to be distributed to students, faculty, staff, media personnel the board of directors, parents and alumni. Communications personnel should do the following: -Tell what you know: Nothing more, nothing less. -Tell what action steps have been taken. -Defer specific questions about the allegations to the lead detective (if applicable). -If an arrest has not been made, indicate that the University is working and cooperating with Police in order to reveal the truth of the situation. -If the accused employee has been placed on administrative leave or if he/she has been terminated, communicate that information to the media along with the University no tolerance policy to the media.

Information that is Not Appropriate for Release

Obviously, there will be a lot of information that is not appropriate for release. Usually this sort of information will pertain to the names and identities of victims, direct comments about the police investigation or other information that has not been verified. Below are some examples of information that is not appropriate for release. -The identities of any potential victims of sexual abuse. -Any information pertaining to any minor children who are potential or actual victims of sexual abuse from employee at the Athletic Department at the University. -Do not include off the record information. It does not exist. -Do not overreact or exaggerate. Stick to the facts and the message approved by the PR Director.

-Avoid the no comment response. It may cause the reporter to speculate. Acknowledge questions that you dont know the answer and inform the reporter that you will investigate the question and get back to her/him.

Writing a News Release

By following a few basic principles outlined in Fern-Banks, (2010), Washington State University has a better chance of having reporters use the information we communicate to them. However, make sure to run all releases through the Universitys legal department prior to release. 1. Tell the most important information in the lead paragraph. Dont bury the lead. 2. Answer four of the five Wswho, what, where, and when. When answering the who, do not identify any victims of the incident. Do answer who the University employee is and clearly state the action steps taken according to University policy. Explain what the allegations are and when the University became aware of the allegations. Do not explain the why as a criminal investigation may have just commenced and any comments to that nature would be speculation. 3. 4. 5. Attribute all information to a qualified source. Write remaining information in descending order of importance. Be concise. A good news release is judged by the quality not quantity of informationstick to the facts and the approved message.

Messages for the News Media During a Crisis where Sexual Allegations have been raised against an employee of the Washington State University Athletic Department. 1. Our primary concern is for the victim(s) of these allegations, our students, employees, the Pullman community and Alumni. 2. Washington State University takes allegations of sexual misconduct very seriously and we are taking specific action steps according to the University no tolerance policyrefer to policy. 3. Washington State University will continue to work closely with all agencies investigating the allegations. Stakeholders of a Crisis involving allegations of Sexual Misconduct.
Washington State University is located in Pullman, Washington. There are over 18,000 students at the University and Pullman has a population of just over 27,000. Additionally, according to U.S.News and World Report, Washington State University is one of the top 60 Public Research Universities. Furthermore the sports teams at Washington State University are members of the competitive PAC-12 conference. If an allegation of sexual misconduct is brought against a member of the athletic department the potential devastating impact and list of stakeholders is vast. They include: -Current and potential Students -Current and potential Faculty and Staff

-The Pullman Community -Alumni -Donors to the University -Washington State (the University receives funding) -The Pac 12 conference -Student athletes -Future Recruits - All departments at Washington State University -The Board of Directors -Parents -Local and national media Due to vast number of stakeholders, it is imperative that the crisis team effectively communicates honestly and openly with all stakeholders.

How Stakeholders Will Receive Information

y All current students will receive an email and text message from the crisis team outlining the Universitys initial response. Furthermore, students will receive updates as needed per the PR Director of the Crisis Team. y All potential students will not be contacted by any University affiliate. However, the parents of potential students will be immediately contacted via email and personal letter. Additionally, the parents of potential students will be given the official hotline if they wish to speak to a representative of the University. y All current and potential faculty and staff members will receive an email from the crisis team outlining the Universitys official response.

All Alumni and Donors to the University will receive an email from the crisis team outlining the official response. Furthermore, all donors and alumni will have access to a designated hotline number if she/he would like to directly speak to a member of the crisis team.

The Pullman community. Considering the majority of the Pullman community is affiliated in other ways with the University. Washington State University will rely mostly on local news networks to reach the Pullman community. However, the community will have access to a designated hotline if she/he would like to speak with someone from the University.

All city, state and federal agencies. Washington State University will work closely with any and all local, state and federal agencies. All agencies will have direct access to the PR director.

The Board of Directors will have direct access and will be routinely briefed by the PR director. In the event that the a member of the board is required to speak to the media, the aforementioned process will be enacted.

News MediaWe want the news and media to understand that Washington State University considers any allegation of sexual abuse or sexual misconduct a direct violation of our mission and goals. We will utilize all current relationships in order to effectively communicate that message. Furthermore, Washington State University will endeavor to remain transparent with the media and consistently highlight that all sports teams and activities are subservient to the mission and goals of the University.

Tools to Use During a Crisis The following documents are recommended tools for the communication crisis team. These are generic forms and may have to be adapted to the specific case when an allegation of sexual conduct and/or abuse is brought against any member of the athletic department at Washington State University. y Emergency response contacts. y All executive and administrative members of the official crisis team. y Key media contacts y Incident information sheet. y Telephone log sheets. y Initial release. y Checklist for establishing a news conference center. y Checklist for establishing an Emergency Operations Center.

References Fern-Banks, 2010. Crisis Communication. A Casebook Approach. Routeledge: New York. Washington State University. Accessed,12/04/2011. http://www.wsucougars.com/school-bio/wast-staff-dir.html. The City of Pullman, Washington. Accessed, 12/04/2011. http://www.pullman-wa.gov/.