Crisis Communication: Strategic Plan
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CRISIS COMMUNICATION: STRATEGIC PLAN Indiana County YMCA 60 North Ben Franklin Road Indiana, PA 15701 (724) 463‐9622 www.icymca.org E‐mail: [email protected] PREPARED BY: PHD CONSULTANTS Indiana University of Pennsylvania – Department of Communications Media Nicholas Artman Erik Kormos Andrew Longcore Keila McCracken Page 2 Table of contents FOREWARD: p. 4 Purpose Disclaimer OVERVIEW: p. 5‐6 Mission Statement About the YMCA of Indiana County ORGANIZATION PROFILE: p. 7‐8 Facts and Figures History CRISIS MAPPING: p. 9 Types of Crisis Situations AUDIENCES: p. 10 Internal Stakeholders Secondary Stakeholders External Stakeholders Community Media INTERNAL STRATEGY: p. 11‐13 Crisis Prevention Protocol Chain of Communication Alert Systems Location of Safety Equipment PRE‐CRISIS PLANNING: p. 14 Planning Strategies Logistical Questions MEDIA STRATEGY: p. 15‐17 Crisis Response Core Team Importance of Crisis Communications Nature of the Media YMCA WEBSITE: p 18 SOCIAL MEDIA: p. 19 SAMPLE STATEMENT: p. 20 CONCLUSION: p. 21 REFERENCES: p. 22 Page 3 FOREWARD PURPOSE: This Crisis Communications Plan is intended to provide management‐level employees (specifically the Crisis Response Core Team), other staff employees and volunteer staff members at the YMCA with a hands‐on plan to better manage all types of crisis communications. Successful media relations begin with proactive—rather than reactive— management of messages. The safety of the YMCA’s employees, members, and volunteers, as well as consideration for protecting the property and the operation of the organization is vitally important. The following are several plans to meet different types of emergencies. Each employee and volunteer program leader will be held responsible for knowing the procedures for dealing with an emergency during a YMCA activity. (You will not have time to read what to do when an emergency happens, so memorize these procedures). It is essential that emergencies are handled promptly and efficiently to minimize injuries while awaiting emergency medical services. Victims should have immediate, proficient attention utilizing all of the professional help available. A crisis usually attracts media attention. While the YMCA can never control what the media reports, the Crisis Response Core Team can and must control the organization’s message. All YMCA internal audiences can help control the message by referring all media inquiries and external communication to Chief Executive Officer, Eric Neal. As such, this plan is intended to support the mission and values of the YMCA of Indiana County by providing Eric Neal and the entire organization with a clear, easy‐to‐follow plan of action for dealing with media attention and handling press inquiries during a crisis situation. DISCLAIMER: This Crisis Communications Plan is intended to manage the communications process before, during, and after a crisis. This plan is NOT intended to serve as a tactical or procedural plan. This plan is meant to provide supplemental assistance and guidance to the existing policies in place at the Indiana County YMCA. A portion of the content presented in this document has been adapted from the crisis communication resources that are currently available, including the YMCA’s internal hazard preparedness plan and the external insurance and liability plan provided by The Redwoods Group. Please refer to these two documents for specific safety instructions and emergency action plan. This plan does not supercede the advice and guidelines of the organization’s legal team. Should any discrepancies exist between legal compliance with organizational regulations and the steps outlined in this plan, please follow the advice of YMCA legal staff. Page 4 OVERVIEW Mission Statement: “To put Christian principles into practice through programs that build a healthy spirit, mind and body for all.” Social Responsibility The Y in Indiana County has been listening and responding to our communities’ most critical social needs for 100 years. Whether developing skills or emotional well‐being through education and training, welcoming and connecting diverse demographic populations through global services, or preventing chronic disease and building healthier communities through collaborations with policymakers, the Y fosters the care and respect all people need and deserve. Through the Y, 500,000 volunteers and thousands of donors, leaders and partners across the country are empowering millions of people in the U.S. and around the world to be healthy, confident, connected and secure. Our community has needs, and the YMCA of Indiana County remains a central means to meeting them. At the YMCA of Indiana County, we exist to strengthen the community. We know that positive change comes about when we invest in our kids, our health and our neighbors. That's why we're here. "The Y" is more than a letter, and it means a lot: Youth Development, because young people need caring adults to provide support, guidance and encouragement as they grow. Healthy Living, because wellness in spirit, mind and body strengthens our very being and enhances our interaction with others. Social Responsibility, because we truly are in this together, and together we can harness our individual strengths and bring about positive change. Deeply rooted in our community, our Y is made up of people of all ages, faiths and abilities, all working side‐by‐side to ensure that everyone, regardless of gender, race, income or background, has the opportunity to live life to its fullest. We value caring, honesty, respect and responsibility, and everything we do stems from this. Our staff and volunteers are kids, parents, grandparents, neighbors and local leaders who are all personally committed to understanding what our neighborhoods and communities need. Together we use our knowledge to develop stronger, more inclusive communities and provide support for people. Page 5 OVERVIEW ABOUT THE YMCA OF INDIANA COUNTY: Our Cause Defines Us We know that lasting personal and social change comes about when we all work together. That’s why, at the Y, strengthening community is our cause. Every day, we work side‐by‐side with our neighbors to make sure that everyone, regardless of age, income or background, has the opportunity to learn, grow and thrive. Given the diverse network of members and volunteers at the YMCA, this plan provides an important reminder of why crisis communication strategies are necessary. Our Strength is in Community The Y is a nonprofit like no other. That’s because in 10,000 neighborhoods across the nation, we have the presence and partnerships to not just promise, but deliver, positive change. The Y is community centered. For nearly 160 years, we’ve been listening and responding to our communities. The Y brings people together. We connect people of all ages and backgrounds to bridge the gaps in community needs. The Y nurtures potential. We believe that everyone should have the opportunity to learn, grow and thrive. The Y has local presence and global reach. We mobilize local communities to effect lasting, meaningful change. Our Impact is Felt Every Day With a mission to put Christian principles into practice through programs that build a healthy spirit, mind and body for all, our impact is felt when an individual makes a healthy choice, when a mentor inspires a child and when a community comes together for the common good. Page 6 ORGANIZATION PROFILE FACTS AND FIGURES: The Y is a leading nonprofit organization for youth development, healthy living and social responsibility. The Y is a powerful association of men, women, and children committed to bringing about lasting personal and social change. With a focus on nurturing the potential of every child and teen, improving the nation’s health and well‐ being and providing opportunities to give back and support neighbors, the Y enables youth, adults, families and communities to be healthy, confident, connected and secure. In the U.S., the Y is comprised of YMCA of the USA, a national resource office, and more than 2,600 YMCAs with approximately 20,000 fulltime staff and 500,000 volunteers in 10,000 communities across the country. The Y engages 9 million youth and 12 million adults in 10,000 communities across the U.S. Worldwide, the Y serves more than 45 million people in 124 countries. Ys across the U.S. play an integral role in strengthening the leadership and youth programs of the Y around the world. Members, staff and volunteers of the Y include men, women and children of all ages and from all walks of life. The Y offers programs, services and initiatives focused on youth development, healthy living and social responsibility, according to the unique needs of the communities it engages. The Y is accessible to all people. Financial assistance is offered to individuals and families who cannot afford membership. The Y is guided by four core values: caring, honesty, respect, responsibility. Page 7 ORGANIZATION PROFILE HISTORY: George Williams founded the YMCA in 1844. In 1844, industrialized London was a place of great turmoil and despair. For the young men who migrated to the city from rural areas to find jobs, London offered a bleak landscape of tenement housing and dangerous influences. Twenty‐two‐year‐old George Williams, a farmer‐turned‐department store worker, was troubled by what he saw. He joined 11 friends to organize the first Young Men’s Christian Association (YMCA), a refuge of Bible study and prayer for young men seeking escape from the hazards of life on the streets. Although an association of young men meeting around a common purpose was nothing new, the Y offered something unique for its time. The organization’s drive to meet social need in the community was compelling, and its openness to members crossed the rigid lines separating English social classes. Years later, retired Boston sea captain Thomas Valentine Sullivan, working as a marine missionary, noticed a similar need to create a safe “home away from home” for sailors and merchants.