Communications
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Crisis Communications 1 2 1 3 2 4 3 5 4 6 5 7 6 In short, do your values match the generally held values of the public? Which public? 8 7 9 8 10 9 11 1 0 12 1 1 13 1 2 Sudden vs. Smoldering Crisis SUDDEN 28.53% SMOLDERING 71.47% 14 2017 Crisis Categories 3.94 % 4.52% 3.67% 5.76% Catastrophes 4.52% 10.94% Class Action Lawsuits 3.67% 4.47% Consumerism/Activism 5.76% 2.86% Cyber Crime 4.47% 6.64% Defects and Recalls 2.86% Discrimination 18.01% Environmental Damage 4.52% 18.01% Executive Dismissal 4.18% 26.73% Labor Disputes 3.77% Mismanagement 26.73% Whistleblowing 6.64% White Collar Crime 10.94% Other 3.94% 4.52% 3.77% 4.18% 15 2017 Crisis Categories CATEGORY 2017% 2016% CATEGORY 2017% 2016% Catastrophes 4.12% 0.17% Financial Damage 0.11% 0.14% Casualty Accidents 1.61% 0.02% Hostile Takeovers 1.28% 0.14% Class Actions 3.67% 3.93% Labor Disputes 3.77% 0.15% Activism 5.76% 6.83% Mismanagement 26.73% 30.93% Cyber 4.47% 5.24% Sexual Harrassment 0.70% 0.51% Defects/Recalls 2.86% 3.17% Whistlesblowers 6.64% 6.60% Discrimination 18.01% 21.84% White Collar Crime 10.94% 11.07% Envrnmtl Damage 4.52% 2.66% Workplace Violence 0.24% 0.32% Exec Dismissals 4.18% 3.66% 16 28% 17 2 1 18 2 2 19 2 3 • FaceBook (2.23 billion users) • Instagram • Linked In • Twitter 20 2 4 2 4 21 2 5 22 2 6 23 2 7 24 2 8 25 2 9 26 3 0 27 3 1 28 3 2 29 3 3 30 3 4 31 3 5 32 3 6 33 3 7 34 3 8 35 3 9 36 4 0 37 4 1 38 4 2 39 4 3 40 4 4 41 4 5 – Website – Livestream – Voicemail 42 4 6 43 4 7 INTRODUCTION While Buckner is dedicated to safe, responsible operations and the highest standards for those we serve, nothing will test our public reputation more than our behavior during a crisis. During an emergency or other crisis, our communications have these objectives: 1. To help the news media focus on known facts and positive behavior. 2. To portray the organization as responsible and caring, with the highest Christian standards. 3. To maintain stakeholder confidence in Buckner, specifically, employees, client families, trustees, and donors. 4. To respond in a timely manner to all inquiries. 5. To resolve the crisis in as timely a way as possible. 6. To evaluate the communications response after the crisis has passed. If we achieve these objectives, we will help protect not only our own organization but also the interests of similar providers and other Christian organizations. POLICY Because the news media will influence public perceptions of us during a crisis, our media communications policies are: § We will become an authoritative, reliable source of accurate information for the news media and the public. § In an emergency, (depending on the nature and severity of the event) we will issue our first news release or statement within one hour after we have been notified of an emergency and periodically supply additional information to the news media if possible and feasible. § A Buckner senior executive from the Executive Leadership Team (ELT) will brief the news media early in the crisis, and during the briefing we will state what we are doing to overcome the crisis and prevent recurrence. § We will distribute all information to employees and trustees at the same time it is released to the news media or within as short of a period as possible to ensure that we control the messaging and its release to the public through media channels. WHEN TO USE THIS MANUAL This manual is prepared specifically to provide a public relations response to an event that: § Has resulted or may result in significant damage to facilities. § Has resulted or may result in death, injury, or health or safety problems for clients, the public or employees. § Disrupts operations. § Questions our workplace practices and/or values. § Places Buckner in the public square via any number of media channels. Buckner International Crisis Communications Manual Page 1 [1.18] 44 This manual is for use in any other situation that calls into question the integrity of our organization, its people or services. 45 Buckner International Crisis Communications Manual Page 2 [1.18] ACTIVATION Notification Buckner Corporate Communications is notified of a situation by: Source Nature of Event Name: Telephone: Name: Telephone: Name: Telephone: Name: Telephone: Name: Telephone: If the Vice President of Communications is notified first by the news media, then Communications calls the source listed above or the appropriate Buckner staff contact, depending on the nature of the situation. Call-Out The representative who first learns of an emergency or other situation will begin notifying those who should respond: 1st to learn calls: 1. Appropriate Ministry Vice President or President, who then determines further contacts. 2. Buckner International President 3. Vice President of Communications 4. General Counsel 5. Chief Development Officer Then: # 1 Buckner International President or his designee calls or contacts (depending on the crisis): 6. Trustee Chair 7. Trustee Executive Committee 8. Buckner International Board of Trustees Buckner International Crisis Communications Manual Page 3 [1.18] 46 Then: # 2 Vice President of Communications calls: 9. Buckner International Receptionist 10. Director of Media Relations 11. Associate Vice President of Public Relations 12. Director of Marketing Notification team leaders Public Relations and Marketing leaders, call all other: 13. Associate Director of Public Relations 14. Senior Coordinate of Social Media 15. Web Editor 16. Web Manager All team members should immediately report for duty at the media information center or Buckner corporate offices. The Communications representative(s) going to the site should report to the media information center prepared to travel. Buckner International Crisis Communications Manual 47 Page 4 [1.18] TELEPHONE DIRECTORY Name Office Phone Home Phone Cellular Phone Scott Collins 214-758-8061 214-507-5834 Russ Dilday 214-758-8063 817-572-1350 214-507-5813 Chris Ruth 214-758-8053 630-536-9139 469-623-9941 John Hall 214-758-8181 214-908-1391 Sabrina Pinales 214-758-8061 469-826-4992 Brad Vinson 214-758-8062 972-514-1447 214-543-9454 Melissa Martin 214-758-8195 972-215-6376 Aimee Freston 214-758-8194 214-676-4889 Christie Gibson 214-758-8068 469-387-4919 Albert Reyes 214-758-8190 214-205-4971 Arnie Adkison 214-758-8051 972-523-9479 Henry Jackson 214-758-8134 210-507-6071 Charlie Wilson 214-758-8032 214-564.9188 Tony Lintelman 214-758-8077 214-668-5515 Steve Wakefield 214-758-8040 469-401-3196 Richard Munoz 214-758-8079 214-534-0241 Margaret Elizabeth McKissack 214-758-8055 214-850-7532 Ed Francis 972-461-7225 214-288-8065 Rodney Henry 903-757-5804 903-237-8868 Brian Robbins 214-758-8010 512-656-3238 Ben Mazarra 409-861-7504 409-771-0555 Buckner International Crisis Communications Manual Page 5 [1.18] 48 TELEPHONE DIRECTORY Name Office Phone Home Phone Cellular Phone Dida Horton- BRS 214-758-8034 817-235-7946 Susan Phelps 281-677-5904 713-201-2414 Doyle Antle 512-491-5430 512-423-1924 Aaron Hargett 325-655-7391 325-212-5786 Elizabeth Arnold 214-758-8030 214-538-6829 Wes Wells 903-252-6707 903-235-4372 Jessica Moore 214-758-8136 817-657-8651 David Ummel 903-757-9383 903-495-2838 Candace Gray 214-319-3483 214-478-6283 Jefferey (Boomer) Scott Edmonds 512-756-7540 409-201-5392 Kathy McGee 806-795-7151 806-831-4676 Monica Salinas 956-585-4847 x222 956-458-2223 Randy Daniels 214-758-8024 214-693-6439 JoAnn Cole 214-758-8029 214-507-6068 Samela Macon 409-866-0976 409-284-3320 Laura May 409-866-0976 409-791-0192 Marisa Phillips 936-637-3300 936-208-7731 Buckner International Crisis Communications Manual Page 6 [1.18] 49 INTRODUCTION While Buckner is dedicated to safe, responsible operations and the highest standards for those we serve, nothing will test our public reputation more than our behavior during a crisis. During an emergency or other crisis, our communications have these objectives: 1. To help the news media focus on known facts and positive behavior. 2. To portray the organization as responsible and caring, with the highest Christian standards. 3. To maintain stakeholder confidence in Buckner, specifically, employees, client families, trustees, and donors. 4. To respond in a timely manner to all inquiries. 5. To resolve the crisis in as timely a way as possible. 6. To evaluate the communications response after the crisis has passed. If we achieve these objectives, we will help protect not only our own organization but also the interests of similar providers and other Christian organizations. POLICY Because the news media will influence public perceptions of us during a crisis, our media communications policies are: § We will become an authoritative, reliable source of accurate information for the news media and the public. § In an emergency, (depending on the nature and severity of the event) we will issue our first news release or statement within one hour after we have been notified of an emergency and periodically supply additional information to the news media if possible and feasible. § A Buckner senior executive from the Executive Leadership Team (ELT) will brief the news media early in the crisis, and during the briefing we will state what we are doing to overcome the crisis and prevent recurrence.