Apple 1 Crisis Communication Plan #2: Technical-Error Harm Purpose

Crisis Communication Plan #2: Technical-Error Harm

Purpose:

In the event that iTunes user accounts and the servers are hacked, we must take immediate action to respond and inform all our publics of the situation. We will provide systematic tips and preventative measures to ensure other user accounts are not hacked or fraudulent use of a user account occurs.

Apple’s focus is to respond to this crisis through ensuring all parties have the most available information. This will allow information to be communicated consistently, openly, and accurately to all parties.

The resolution to the crisis can be obtained through an efficient and quick response, leading to open communication with all parties at all times. This path will allow all communication barriers to cease and stop any other problems at the source.

Objectives:

1. Assess the crisis situation: a. Locate source of problem. 2. Assemble the CMT (Crisis Management Team) as outlined in the staff directory. 3. Setup Crisis Control Center and start preparation of all-important materials needed for the response. 4. CMT will take the assessments and data gathered to determine the appropriate strategies to respond to the situation. 5. CMT Lead will assign and implement the use of the Methods of Communication Chart to the appropriate key publics. 6. CMT Lead will need to be the first to be notified of the situation. CMT will refer to List of key publics to know who takes priority to contact from first to last. 7. Have a data and system analyst collect all available data from the network and all other available resources. 8. Once all the data has been analyzed, analysts will send priority reports to Senior VP (Vice President) of Technologies, Bob Mansfield; Senior VP of Internet Software and Services, Eddy Cue; and Senior VP of Hardware Engineering, Dan Riccio.

Crisis Communication Plan: Apple 1 9. Bob Mansfield and Jeff Williams will call upon Litigation Specialist, Jessica Mass, Fraud and Prevention Analyst, Aaron Stevens, and Security and Fraud Developer, Marissa Owen’s. 10. These individuals will break off into a security team headed by James Knowlin the Security and Network Operations Manager to respond and find a resolution for the situation. 11. The Security and Fraud team will draft up a news release for customers and businesses that use iTunes accounts. The news release will contain precautionary measures and ways to contact Apple to submit claims. 12. The security and fraud analyst and developer will work together to draft and develop an internal software program that detects outside tampering of the iTunes network server. An additional program will be set up for customers. All purchases will require email verification to confirm the purchase with a passcode that is unique to each user. The passcode automatically will reset once a month. Lack of inactivity on a user’s account after three months will temporarily disable the user’s accounts. Users will have to answer a series of security questions to enable their access. The use of security questions will only allow a one-time use of any question you have set your account to. 13. Key media will need to be notified. 14. Prepare a media spokesperson 15. Call any local officials or call emergency personnel. 16. Continue to assess and monitor all incoming data. 17. Start using social media to post updates of situation and response on Twitter and Facebook. 18. Ensure that all iTunes users that all unauthorized transactions will be refunded on a claims and dispute basis as handled by the Credit Card Dispute Specialist. All customers will have to meet the guidelines if the transaction was a direct or indirectly a result of a hacked account. 19. Work with Litigation Specialists to write a disclosure statement that ensures all users will be refunded their entitlement. 20. Begin implementation of new network security software. 21. CMT continue to monitor the crisis response progression 22. CMT meets to preform evaluation and decide on future strategies to help maintain their proactive management approach. 23. Apple will continue to maintain a proactive viewpoint and open communication with all our publics.

Crisis Communication Plan: Apple 2 List of Prodromes: (Warning Signs):

1. Early on complaints of unauthorized transactions from iTunes user accounts 2. Rapid increase of purchasing from multiple iTunes user accounts 3. Unusual purchasing activity for iTunes user accounts that were being hacked 4. The lack of purchase security -- confirming purchases via email or text messages 5. Open access to iTunes platform – allowing inactive iTunes user accounts to remain enabled for long periods of time 6. Lack of reminding users to changes passwords and settings on a regular basis 7. Apple’s lack of awareness because of the success of iTunes to the security aspect of the iTunes network 8. Having no solid activity and data monitoring – relying on automated detection system

List of Key Publics: External & Internal:

 Key Management: CEO, CFO  Customers  Employees  Legal Representation  Board of Directors  Affiliated Partners  Retailers (Drugstores ex. Walgreens & Supermarkets ex. Wal-Mart)  Community  Media

Notifying Publics: Methods of Communication:

Methods of Communication

Telephone Email Social Media Newsletter News Release Personal Visit Meeting/Press Conference

P Key Management Director of Communication Director of Communication U Employees CEO Senior VP Operations CEO B Customers Social Media Administrator Senior VP Operations L Online Community Social Media Administrator I Board of Directors CEO CEO C Vendors Senior VP Technologies Senior VP Technologies Senior VP Technologies S Media Senior VP Technologies Senior VP Technologies Senior VP Technologies

Crisis Communication Plan: Apple 3 Crisis Directory:

Role/Responsibility Title Name Designated Back-up Liaison CEO Tim Cook Jeff Williams Decision-making strategist Senior Vice Jeff William Peter Oppenheimer President (CFO) (Operations) Crisis Management Team Director of Michele Bob Mansfield Lead Communications Morehouse Spokesperson Senior Vice Bob Lauren Masonetti President Mansfield (Field System (Technologies) Engineering Director) Monitors the Security of Senior Vice Eddy Cue Patrice Gautier infrastructure President (Vice President of (Internet Software Engineering iTunes) & Services) Security (Analyzes breech of Senior Vice Dan Riccio Craig Federighi iTunes Servers) President (Senior VP of Software (Hardware Engineering) Engineering) Decision-making for security Security James Tina Fayson policies Operations Knowlin (Security Specialist) Manager Legal Liaison Senior Vice Bruce Sewell Jessica Mass President & (Litigation Specialist) General Counsel 1. Analyze all possible Fraud & Aaron Stephen McGaughen fraudulent activities Prevention Stevens (Fraud Systems associated with iTunes user Analyst Specialist) accounts. 2. Implement strategic plan to help prevent fraudulent activity. Develop a infrastructure to Software Russell Marissa Owens detect unauthorized use of Engineering Spiters (Security & Fraud

Crisis Communication Plan: Apple 4 user accounts with the Manager Developer) assistance f a Security and Fraud Developer Analyze all unauthorized Credit Card Latisha Alexander Russo transactions of iTunes user Dispute Specialist Markus (Claims Specialist) accounts Analyze system data Data Analyst Quinn Gabe Knorr (Data Anderson Analyst) Analyze logistics of Systems Analyst Danielle Courtney Levin infrastructure McLeay (Systems Logistics Coordinator) Cross-functional role, iTunes Program Nicholas Jose Horendez (iTunes focused on iTunes, reviewing Manager(iTunes Tucker Technical Productions & analyzing all aspects of Applications) Manager) iTunes to make improvements for the flow of business. Acts a switchboard operator Help Desk Betty Sue Carla Debson liaison between Apple & all System Johnson (Administrative iTunes account holders to Administrator Assistant) answer general questions. Handles all social media Social Media Eliza Evans Evan Stephens contact and inquiries. Administrator (Data Receiver)

Media Spokesperson:

One individual on the CMT should be chosen as the primary spokesperson to represent Apple in the event of a crisis in this particular area. The spokesperson primary role will be to streamline the key statements and answer questions from both the key public and key media throughout the crisis.

An alternate spokesperson will be identified in the event that the primary spokesperson is not available or able to fulfill his or her commitment.

Crisis Communication Plan: Apple 5 Any experts and advisors should be identified and designated, quickly and efficiently. These sources may include, but are not limited to a fraud and prevention analyst, security analyst, network hardware engineer, and a litigation specialist.

The criteria of the media spokesperson, alternate spokesperson, and experts should be:

 Skilled in handling media or trained  Keeping to the key statements  Identifying key points  Knowledgeable about Apple and the situation  Avoids use of Jargon  Regard to diction  Able to handle the pressure  Appearance and personality; straightforward and sincere  Comfortable in front of a camera

Staff Directory (Contact List):

Name Email Phone (Work) Alternative Phone Tim Cook [email protected] (408)-996-1010 (323)-308-1195 Peter Oppenheimer [email protected] (408)-996-1017 (408)-353-5558 Michele Morehouse [email protected] (408)-791-4939 (323)-898-8626 Bob Mansfield [email protected] (408)-996-1011 (310)-558-5558 Eddy Cue [email protected] (408)-996-1013 (408)-412-3336 Dan Riccio [email protected] (408)-996-1014 (510)-322-2116 Bruce Sewell [email protected] (408)-996-1016 (408)-522-5954 James Knowlin [email protected] (408)-996-2568 (415)-696-0202 Patrice Gautier [email protected] (408)-996-1015 (408)-220-6444 Lauren Masonetti [email protected] (408)-996-1121 (408)-255-9994 Jessica Mass [email protected] (415)-996-6699 (408)-696-2264 Aaron Stevens [email protected] (415)-996-1119 (323)-414-3309 Russell Spiters [email protected] (408)-996-1120 (408)-294-5219 Nicholas Tucker [email protected] (408)-996-8989 (323)-899-7887 Jose Horendez [email protected] (408)-996-1478 (408)-353-8889 Marissa Owens [email protected] (408)-996-1256 (424)-784-8552

Crisis Communication Plan: Apple 6 Latisha Markus [email protected] (415)-996-2323 (408)-308-1547 Quinn Anderson [email protected] (415)-996-5500 (408)-307-0001 Danielle McLeay [email protected] (415)-996-2000 (408)-353-7771 Gabe Knorr [email protected] (415)-996-2003 (408)-324-6266 Courtney Levin [email protected] (415)-996-2002 (408)-448-7771 Stephen [email protected] (408)-996-1020 (408)-294-1333 McGaughen Tina Fayson [email protected] (408)-996-1018 (408)-324-0012 Alexander Russo [email protected] (415)-996-2001 (408)-235-8956 Betty Sue Johnson [email protected] (415)-926-0055 (415)-552-4545 Stacy Shur [email protected] (415)-996-6699 (408)-696-2264 Eliza Evans [email protected] (323)-353-4554 (323)-353-4781 Evan Stephens [email protected] (323)-353-9599 (323)-669-4454 Carla Debson [email protected] (323)-353-9596 (408)-308-9558

List of Emergency Personnel and Local Officials:

Emergency Personnel:

Emergency Contact Telephone Email Personnel Santa Clara County Kenneth Kehmna (408)-379-4010 [email protected] Fire Department Emergency Miguel Grey (408)-341-4486 [email protected] Preparedness Santa Clara Sheriff (408)-868-6600 [email protected] Sheriff’s Office County of Santa Brian Hubbell (408)-645-7311 [email protected] Clara Medical Emergency Services

Local Officials:

Local Officials Contact Telephone Email

Crisis Communication Plan: Apple 7 Mayor Mark Santoro (408)-777-3193 [email protected] Vice Mayor Orrin Mahoney (408)-777-3195 [email protected] City Clerk XXXXX XXXX (408)-777-3223 [email protected]

State Officials:

State Officials Contact Telephone Email Governor Edmund G. Brown (916)-445-2841 [email protected] Jr. Secretary of State Debra Bown (916)-653-7244 [email protected]

List of Key Media:

Media Contact List:

Media Outlet Editor/Contact Email Telephone USA TODAY David Callaway* [email protected] N/A New York Times Arthur Sulzberger [email protected] N/A Los Angeles Davan Maharaj* [email protected] (213)-237-5000 Times Mercury News Steve Trousdale* [email protected] (408)-920-5800 CNN Team CNN* [email protected] (404)-827-1500 TIME Jed Hartman [email protected] (212)-522-1431 NBC News Erika Masonhall [email protected] (212)-664-3230 NBC Universal Lenore Moritz [email protected] (212)-664-5191 FOX News Ken LaCorte* [email protected] (310)-571-2000 CBS8 News 8 Team [email protected] (858)-274-NEWS ABC News Jeffrey Schneider [email protected] (212)-456-7777 CNET News Roger Cheng* [email protected] N/A Info World Eric Knorr [email protected] N/A Mobile Magazine Fabrizio Pilato* [email protected] N/A Popular Jim Meigs* [email protected] N/A Mechanics Wired Chris Anderson* [email protected] (800)-769-4733

Crisis Communication Plan: Apple 8 National Public Anna Christopher* [email protected] (202)-513-2300 Radio (NPR) An * asterisk will be used to identify key media among the media contact list.

Spokesperson for Related Organizations:

At Apple, we are a multi-faceted media and electronics company. We are committed to bringing the best computing experience to students, educators, creative professionals and consumers around the world through innovative hardware, software, and internet offerings, such as iTunes.

The iTunes platform allows for multiple avenues for the flow of information in the form of applications. The software of iTunes revolves around a media library with multiple functions:

 Organizing and storing music into playlists  Recording and playing music  Downloading music, videos, and podcasts to audio players  Video support  Use of visualizers and equalizers to enhance media experience  Use of applications  Book & PDF support  Enabling the use of Cloud  Delivery of university lectures through a format called iTunes U created to manage, distribute and control access to educational audio and video content for student

If any disturbance occurs, this can directly affect all of these opportunities for customers, businesses, educational institutions and retailers. Identifying and designating a list of related organizations spokespersons can help Apple communicate more effectively.

Related Organizations Contact List:

Type of Organization Name Job Function Email Telephone Organizat ion Education Fairfax Jim Siegl Technology [email protected] (571)-423- County Architect 8400 School Districts

Crisis Communication Plan: Apple 9 Retailer Best Buy Matt Senior VP [email protected] (612)-292- Furman Communicati 6397 ons & Public Affairs Retailer Amazon.com Amazon Public [email protected] (206)-266- PR Relations 7180 Retailer Target Susan Senior VP [email protected] (612)-696- Kahn Communicati 3400 ons Retailer Wal-Mart Leslie A. Executive VP [email protected] (479)-273- Dach Corporate 4000 Affairs Retailer Walgreens Mark A. President of [email protected] (847)-315- Wagner Operations m 2921 and Community Management Retailer Kmart(Sears Louis CEO [email protected] (847)-286- Holdings) D’Ambro 8371 sio Affiliated Martian Simon CEO [email protected] N/A Partner Storm Ltd. Martian Please note: this contact list is subject to change based on the latest available information to the CMT.

Crisis Communications Control Center:

On-Site Location:

Apple will utilize its primary conference room for the on-site location as the control center for the crisis at hand. Designating and identifying this space will allow Apple to determine the appropriate space, equipment and supplies and where storage of these items needs to be kept within the office.

Access to the conference room will be designated to the CMT lead and the CMT lead alternate. The use of the space in the event of a crisis will be only accessible to staff members who are assigned to the CMT. This will ensure all Apple employees know not to cause additional interference during any crisis response times.

Crisis Communication Plan: Apple 10 Off-Site Location:

Apple’s crisis control center in the event that the crisis causes the office space to become unavailable or inadequate will be the Cupertino Library. The Cupertino Library is a location of the Santa Clara County Libraries.

Permission to have access to the library as a crisis control center is given by the County Librarian and agreement with Cupertino City Council headed by Mayor Mark Santoro. The agreement allows Apple to access all facilities of the Library including use of electrical outlets, furniture, and computers as long as Apple agrees to pay for any additional costs or damages that may occur while they use the facilities to respond to the crisis.

County Librarian, Nancy Howe will give the CMT lead a copy of the keys that access the library during the duration of the crisis. Apple will need to keep a check-in log of names of people coming and going for the library. This will ensure that Apple is not abusing the access of the library.

Contact Information:

County Librarian Nancy Howe [email protected] (408)-293-2326 Community Librarian Mark Fink [email protected] (408)-446-1677

Equipment and Supplies:

 Chairs and desks  Bulletin boards and dry erase board  Flips charts and chalk boars  Desktop computer, laptops or tablets (laptops or tablets allow for an alternative I case of a power outage)  Scrap paper  Writing Utensils: o Pens o Pencils o Highlighters o Sharpies o Dry Erase markers

Crisis Communication Plan: Apple 11  Post-its: small and large (allows for notes to be taken and book marking important items throughout the crisis)  Computer printers  Telephones and cellphones  Battery operated radios and televisions  Maps or blueprints pertaining to crisis area  Battery powered flashlights and lamps  Police Radio  Walkie-talkies  Company stationary: o Letterhead – envelopes, draft paper & cards o Pens and pencils  Telephone Directories  Contact and media lists  Press and Media Kits  Crisis Communication Plans  Geographical Maps  Food and Beverages  First-Aid Kits  Cameras and Film  Extension Cords and generator power pack

Crisis Communication Plan: Apple 12 Pre-gathered Information:

News Release FOR IMMEDIATE RELEASE: [DATE]

Apple Contact: Bob Mansfield

1 Infinite Loop Telephone: (408)-996-1011

Cupertino, CA 95014 Email: [email protected] www.apple.com

Apple announces [SUBJECT]

Cupertino, California – [DATE] – Today, Apple announced that [INSERT CRISIS WITH BRIEF DESCRIPTION]. Currently, Apple Is [ACTIONS BEING TAKEN TO RESPOND TO CRISIS] to respond to the [SITUATION/CRISIS].

[3-5 SENTENCES BRIEFLY DESCRIBING THE CRISIS AND REASON FOR NOTIFYING APPLE’S KEY PUBLICS] [INSERT KEY STATEMENT ABOUT CRISIS] Mr. Bob Mansfield the Senior Vice President of Technologies has to this say in response to [CRISIS] “[INSERT KEY STATEMENT, such as “Apple’s primary concern is our customer’s privacy.”].”

[5 to 8 lines GIVE DETAILED CONTACT INFORMATION] For more information on [CRISIS], visit www.apple.com/about. You can call our 1-800-996-4145 line for general information or speak to an Apple representative.

Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and is defining the future of mobile media and computing devices with iPad.

www.apple.com

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Crisis Communication Plan: Apple 13 iTunes Fact Sheet:

What is iTunes?

 Mac and Windows software used to activate and synchronize iPhone, iPod touch, and iPad. Also used to manage and download music, movies, TV shows, apps, books, and other media.

How Many iTunes users are there worldwide?

 400 million active iTunes users

What devices support iTunes?

 iPod  iPad  iMini  iPhone  Creative labs: o Nomad II o Nomad Muvo o Nomad Jukebox  SonicBlue “Rio” Players

What operating systems does iTunes run on?

 Mac OS X  Windows 7  Windows XP

How many countries are iTunes available in?

 163 countries

What is iTunes Match?

 All music can be stored in iCloud.

What is iTunes U?

 iTunes U app:

Crisis Communication Plan: Apple 14 o K-12 School, College and University o Virtual Lectures and classrooms  iPad

Where can I access iTunes?

 www.apple.com/itunes

Key Messages:

1. “It has come to our attention that our iTunes server and network has been hacked. After multiple incidents we have begun a security overhaul to further protect everyone’s privacy.” 2. “Apple’s first priority is taking care of our customers.” 3. “Our primary concern is the privacy of all customers and businesses that have been hacked.” 4. “Apple takes full responsibility for what has happened and we are deeply sorry to all our publics involved that their privacy has been comprised.” 5. “We do not know the root of where the hack on the iTunes network began. We are currently working to resolve and locate the source of the problem.” 6. “We will notify all customers and businesses that have been hacked on how to respond and preventative measures to take to avoid future occurrences.” 7. “Customers and Businesses will be notified through telephone and email on how to dispute all unauthorized iTunes purchases associated with his or her user accounts.”

Website:

Protocol for the use of Apple’s website for displaying and placing the news is essential. The CMT will designate a Website Administrator who will have accessible options to create a news bulletin board format, which will be the focus for releasing news of the crisis.

The news will be brief and detailed. The Website Administrator will update as new information becomes available that can be made public.

Using a brief and concise overview of the crisis will help reduce the criticism from the media and reduce the volume of telephone, email and faxes from key publics and media.

Crisis Communication Plan: Apple 15 The CEO (Chief Operating Executive) will release a quick statement along with input from the primary spokesperson Senior VP of Technologies and CMT lead, to incorporate important key messages into the format.

Beginning to maintain the company’s proactive management becomes essential. Enabling a feature that allows Apple’s key publics to comment and respond, the Help Desk Administrator through access from the Website Administrator will work in conjunction to respond to all comments and questions that come through.

Social Media:

Apple will openly communication with all its key publics in the event of a crisis through utilizing all social media channels.

The Social Media Administrators role will be to handle all distribution of social media key statements throughout all the social media channels. Preparing the key statements and all of statements for information on the crisis should be prepared beforehand. This role includes actively responding to all inquiries and comments associated with the crisis. The social media channels that Apple will actively participate in using are:

 Twitter  Facebook  MyAppleSpace  FourSquare  LinkedIn  Instragram

Trick Questions:

The media to ensnare a speaker or spokesperson through methods of question manipulation often use trick questions. Below are different question styles to be aware of when handling the media:

1. Speculative Questions:  “If you knew about the complaints of user accounts having unusual activity, why was an investigation warranted from the start?”  “If you do not know the source of the problem, why is it taking so long to figure it out? 2. Leading Questions:

Crisis Communication Plan: Apple 16  “You agree that Apple should have been more prepared?”  “You agree taking full responsibility of the situation and knowing of the consequences, correct?” 3. Loaded Questions:  “Isn’t it true that Apple knew of several complaints that user’s accounts were hacked, so it was the result of a weak firewall?”  “Isn’t true that the system analysts should been more aware of a possible breach of security, was this result of their lack of training?” 4. Naïve Questions:  “What is iTunes?”  “Who is Apple and what do they do?” 5. False Questions ( inaccurate details are used by reporters to get the truth):  “There were two million user accounts worldwide affected, correct?”  “Your iTunes network security consists of no firewall protection, correct?” 6. Know-it-all Questions:  “Knowing all the facts, I need to clarify a few minor details, okay?” 7. Silence: (Tactic to get the speaker or organization to start rambling with a loose tongue) 8. Accusatory Questions (make Apple blame someone else):  “Why don’t you tell us who is responsible for hacking the iTunes network?” 9. Multi-part Questions (intentionally to confuse the speaker):  “Why didn’t Apple immediately disable all user accounts affected? How much damage did it cause? Will it cause Apple to loose significant business and investors? If so, who do you plan to resolve the possible profit loss?” 10. Jargon Questions (avoid the use of technical terms, results in miscommunication to the key publics). 11. Chummy Questions:  “Hello! Lovely tie, off the record, what is the truth behind iTunes being hacked?” 12. Labeling Questions:  “Would you say Apple has focused too much in other projects that it resulted in the lack of focus in network security?” 13. Good-Bye Questions (impression that interview is over):  “Thank you so much for your time. Have a nice day! Also, do you think Apple could explain how hackers got access to iTunes user accounts?”

Crisis Communication Plan: Apple 17 List of Related Internet URL’s: https://ssl.apple.com/support/security/ Contact Apple Support about Security Issues http://www.apple.com/itunes/affiliates/download/ iTunes Store http://www.apple.com/support/itunes/ iTunes Support http://www.internetsociety.org/ Internet Society https://www.privacyrights.org/fs/fs18-cyb.htm Learn about Your Privacy Rights https://www.verisign.com/?tid=header-logo Online Transaction & Purchase Authentication https://www.onlineprivacyfoundation.org/ Online Privacy learn all about it http://us.computop.com/global-fraud-prevention-mgmt.html Global Fraud Prevention Online http://www.us-cert.gov/home-and-business/ U.S. Computer Emergency Readiness Team http://www.dhs.gov/cyber Homeland Security-Cyber security https://buildsecurityin.us-cert.gov/bsi/547-BSI.html Homeland Security: Software Security

Evaluation Form:

The purpose of this form is to provide internal evaluation of the efficiency and effectiveness of the crisis management plan. Please fill out the complete form, providing honest answers. The information collected will help Apple, Inc. improve its future practices.

1. What involvement in the response of the incident did you have?

2. Did you clearly understand your role prior to the crisis?

3. How do you think the crisis management team function as a group?

4. In your opinion, how effective were the communication processes?

5. Did you notice any weaknesses or inefficiencies within the plan?

6. What changes, if any, do you feel need to be made to the crisis plan in order to more efficiently and effectively handle a crisis?

7. On a scale of 1 to 10, how well do you feel the plan addressed the crisis?

Crisis Communication Plan: Apple 18 Crisis Communications Plan #3: Sexual Harassment in the Office

Purpose:

The purpose of this crisis communication plan is to prepare Apple Inc. in the event that violence in the work place should occur (i.e. Sexual Harassment) causing any employee to become uncomfortable. In this plan we hope to provide our organization and employees with policies to handle any situation that deals with sexual harassment of all levels.

Objectives:

1. To protect our employees from experiencing physical, mental or emotional harm. 2. To ensure that all communications regarding the issue of sexual harassment are accurate and follow the policies in place for the organization. 3. To make certain the problem is through ally handled so the company can return to its normal daily operations.

List of Prodromes:  Odd or uncomfortable behavior among employees  Individual or excessive attention among employees  Openly sexual behavior between employees, even if it seems welcome.  Inappropriate behavior among employees  Hearing sexually motivated remarks among employees  Finding material of sexual nature among employees

List of Key Publics:

 Employees  Executive Management  Shift Manager  Employee Supervisor  Media  Legal Representation  Board Members  Community Leaders

Crisis Communication Plan: Apple 19 Notifying Key Publics:

Methods of Communication Telephone Email Social Media Newsletter News Release Personal Visit

P Employees Senior VP of Opperations Senior VP of Opperations U Executive ManagementDirector of HR Director of HR B Shift Manager Senior VP of Opperations Senior VP of Opperations L I Legal Representation Senior VP of Opperations Senior VP of Opperations Senior VP of Opperations C Board Members Director of Communications Director of Communicatons S Community Leaders Director of Communications Director of Communications Director of Communications Director of Communicatons Media Director of Communications Director of Communications Director of Communicatons Director of Communication

Crisis Directory:

Role/Responsibility Title Name Designated Back-up Oversees Investigation 1st Shift Manager Mike Wall Jeff White (2nd Shift Manager) Decision-making strategist Senior Vice President Jeff William Bob Black (Operations) (Junior Vice President)

Leads investigation of the Department Manager John Grey Mark Wallace accused (Shift Supervisor)

Handles employee relations Director of Human Jake Cera Meghan Summers Resources (2nd Director of Human Resources)

Provide Legal Senior Vice President Bruce Sewell Jessica Mass representation and General Council (Litigation Specialist)

Spokesperson Director of Ryan Jessica Frost Crisis Management Team Communications Paparella (Vice President of Lead Communications)

Social Media Liaison Webmaster/ Social Stacy Shur Nick Floor

Crisis Communication Plan: Apple 20 Media Director (Public Relations Specialist)

Identifying Media Spokesperson:

In the event that a case of sexual harassment in the workplace attracts the media, Jeff Williams, the Senior Vice President of Operations, will hold the duties of the media spokesperson.

If for any reason Jeff Williams cannot perform his duties of the spokesperson, Annie Seymour, the Director of Communication will take his place.

If by any chance both of the above named cannot serve this duty then it will be the responsibility of the department manager to fill in as the media spokesperson.

Staff Directory (Contact List):

Name Email Phone (Work) Alternative Phone Mike Wall [email protected] (315)-292-4177 (315)-292-4176 Jeff William [email protected] (408)-996-1012 (412)-889-9587 John Grey [email protected] (767)-356-7643 (767)-656-7865 Jake Cera [email protected] (415)-996-1119 (323)-414-3309 Bruce Sewell [email protected] (408)-996-1016 (408)-522-5954 Ryan Paparella [email protected] (315) 267-6756 (315) 656-8976 Stacy Shur [email protected] (415) 996-6699 (415)-996-7865 Tim Cook [email protected] (408)-996- 1010 (323)-308-1195 Peter Oppenheimer [email protected] (408)-996- 1017 (408)-353- 5558

List of Emergency Personnel:

Emergency Personnel:

Emergency Contact Telephone Email Personnel Santa Clara County Kenneth Kehmna (408)-379-4010 [email protected] Fire Department Emergency Miguel Grey (408)-341-4486 [email protected] Preparedness

Crisis Communication Plan: Apple 21 Santa Clara Sheriff (408)-868-6600 [email protected] Sheriff’s Office County of Santa Brian Hubbell (408)-645-7311 [email protected] Clara Medical Emergency Services

Local Officials:

Local Officials Contact Telephone Email Mayor Mark Santoro (408)-777-3193 [email protected] Vice Mayor Orrin Mahoney (408)-777-3195 [email protected] City Clerk XXXXX XXXX (408)-777-3223 [email protected]

State Officials:

State Officials Contact Telephone Email Governor Edmund G. Brown (916)-445-2841 [email protected] Jr. Secretary of State Debra Bown (916)-653-7244 [email protected]

List of Key Media

Media Contact List:

Media Outlet Editor/Contact Email Telephone USA TODAY David Callaway* [email protected] N/A New York Times Arthur Sulzberger [email protected] N/A Los Angeles Davan Maharaj* [email protected] (213)-237-5000 Times Mercury News Steve Trousdale* [email protected] (408)-920-5800 CNN Team CNN* [email protected] (404)-827-1500 TIME Jed Hartman [email protected] (212)-522-1431 NBC News Erika Masonhall [email protected] (212)-664-3230 NBC Universal Lenore Moritz [email protected] (212)-664-5191 FOX News Ken LaCorte* [email protected] (310)-571-2000 CBS8 News 8 Team [email protected] (858)-274-NEWS ABC News Jeffrey Schneider [email protected] (212)-456-7777 CNET News Roger Cheng* [email protected] N/A National Public Anna Christopher* [email protected] (202)-513-2300 Radio (NPR)

Crisis Communication Plan: Apple 22 Related Organizations Spokesperson:

 Local Police/ Sheriff – Refer to Emergency Personnel  Santa Clara Valley Medical Center- (408) 885-5000

Crisis Control Center:

Onsite Location: Human Resources Conference Room

The Human Conference Room will be the designated spot for our onsite location as the control center for dealing with any workplace violence occurrence. Apple will identify this space as the appropriate crisis management space and ensure that supplies that are needed are of full access to the crisis management team.

The crisis management team as well as the employees involved in the accusations and incident of sexual harassment will have full aces sot the conference room during the time of crisis management. No other employees or staff members are designated to gain access to the room.

Offsite Location: Cupertino Library

Equipment and Supplies:

 Chairs and desks  Bulletin boards and dry erase board

Crisis Communication Plan: Apple 23  Flips charts and chalk boars  Desktop computer, laptops or tablets (laptops or tablets allow for an alternative I case of a power outage)  Scrap paper  Writing Utensils: o Pens o Pencils o Highlighters o Sharpies o Dry Erase markers  Post-its: small and large (allows for notes to be taken and book marking important items throughout the crisis)  Computer printers  Telephones and cellphones  Battery operated radios and televisions  Maps or blueprints pertaining to crisis area  Battery powered flashlights and lamps  Police Radio  Walkie-talkies  Company stationary: o Letterhead – envelopes, draft paper & cards  Telephone Directories  Contact and media lists  Press and Media Kits  Crisis Communication Plans  Geographical Maps  Food and Beverages  First-Aid Kits  Cameras and Film  Extension Cords and generator power packs

Pre-Gathered Information:

-Statement from Media Spokesperson for Press Conference-

Crisis Communication Plan: Apple 24 On ______(Date/time), the Apple Inc. Headquarters, located in Cupertino California was a victim to an incident of ______(i.e.; Sexual Harassment) in the workplace that caused one of our employees to feel uncomfortable enough to report the confrontation.

At this time we are investigating the accused employee and we will be in contact with the local authorities if necessary. Our crisis management team is working to get to the bottom of these allegations and will inform us when they are sure of what happened.

Our primary concern has and always will be to ensure the safety of our employees. We have always provided an open door policy where our employees can come forward to report any signs of harassment that they feel is harmful. Like any situation we are taking this very seriously and we hope to return to our normal practices as soon as possible.

Key Messages:

1. “To ensure the safety of our employees at all costs.” 2. “To provide a comfortable setting where employees can come forward if they feel they are exposed to any form of workplace violence.” 3. “To handle such issues as sexual harassment with maturity and be reasonable enough to judge the severity of the incident. “

Website:

Our website will not be primarily utilized during the handling of the crisis. In the instance that sexual harassment does occur, we would post on our website how well our crisis team handled the incident after the accusations were settled. Our press release could also be posted on the website or our blog providing the full story to the public and what was being done to handle it.

Blog and Social Media:

Crisis Communication Plan: Apple 25 Our blog would be where we could post quick updates regarding the incident and what was being done to resolve the problem. Our social media sites could also be utilized with updates regarding how the situation is being handled and what will happen in the near future.

Trick Questions:

1. Is your company prepared to handle accusations regarding sexual harassment? 2. How many people were involved in the incident? 3. How long will it be before your workplace can return to normal everyday practices?

Related URL’s: http://www.google.com/url?sa=t&rct=j&q=&esrc=s&source=web&cd=10&ved=0CGgQFjAJ&u rl=http%3A%2F%2Fwww.wou.edu%2Fadmin%2Fsafety%2FPowerpoint%2Fsafety_presentatio ns%2FWorkplaceViolenceProgram.pdf&ei=ZAS9UNKzOvKH0QGHwICQDw&usg=AFQjCN FajnpB-Z7v1dMtALnBJZp53fJm6Q -A Guide to preventing workplace violence- http://www.fema.gov/

-Federal Emergency Management Agency- http://www3.uakron.edu/lawrev/robert1.html -Information and statistics on Sexual Harassment in the workplace- http://www.nolo.com/legal-encyclopedia/preventing-sexual-harassment-workplace-29851.html -A Guide to preventing Sexual Harassment in the workplace-

Evaluation Form:

1. What involvement in the response of the incident did you have?

2. Did you clearly understand your role prior to the crisis?

3. How do you think the crisis management team function as a group?

4. In your opinion, how effective were the communication processes?

Crisis Communication Plan: Apple 26 5. Did you notice any weaknesses or inefficiencies within the plan?

6. What changes, if any, do you feel need to be made to the crisis plan in order to more efficiently and effectively handle a crisis?

7. On a scale of 1 to 10, how well do you feel the plan addressed the crisis?

Crisis Communication Plan: Apple 27 Crisis Communications Plan #4: Natural Disaster

Purpose:

The purpose of this crisis communication plan is to prepare Apple, Inc. in the event that a natural disaster (i.e. earthquake, tornado, etc.) occurs in the headquarters’ region, causing damage to facilities, injuries to employees, or interruptions to our daily operations.

In the event that a natural disaster occurs, Apple plans to communicate in a timely manner, with honesty and sympathy for those also affected by the disaster. Apple will cooperate with all emergency efforts, while also striving to resume daily business practices as soon as possible.

Objectives:

1. To protect employees from physical harm. 2. To ensure all communications with internal and external entities is delivered in a timely fashion, with accurate information. 3. To allow for the company to return to normal daily operations in a timely fashion.

List of Prodromes:

Due to the unpredictable nature of natural disasters, there might be limited warning signs that our organization will be victim to a disaster. Apple, Inc. will monitor weather forecasts and take the necessary precautions (i.e. building evacuation) if needed, or advised, by national weather services or local authorities.

List of Key Publics:

When a crisis occurs, it is important to identify groups that will need to be contacted for given information. Below is our list of key publics:

 Employees  Board Members  Executive Management  Legal Representation  Suppliers  Vendors  Customers

Crisis Communication Plan: Apple 28  Media  Neighbors of Apple Headquarters  Investors

Notifying Key Publics:

When a crisis occurs, it is of the upmost important to have a clear chain of communication for notifying members of the Crisis Communication Team (CMT), as well as our key publics. The Methods of Communication chart outlines which members of the CMT will notify which key publics. Depending on the public, different types of communication methods will be used.

Due to the unique nature of a natural disaster, notification of a crisis to the team leader might not be necessary (if an earthquake effects our facilities, we will all know at the same time). It will be the responsibility of the CMT Head, Hildy Marinello, to send a text message to all members of the CMT directing them the meeting location directly outside of the Apple building. From there, Ms. Marinello will determine which of our off-site locations are available for use. The CMT will then congregate at the crisis control center and begin putting the crisis plan into action.

Methods of Communication Telephone Email Letter by Mail Social Media News Release Meeting/Press Conference P Employees Director of HR U Board Members Senior VP and CFO Senior VP and CFO B Executive Management Senior VP and CFO Senior VP and CFO L Legal Representation CEO I Suppliers VP, Sales VP, Sales Publicist CEO/Director of Comm. C Vendors VP, Sales VP, Sales Publicist CEO/Director of Comm. S Customers/Consumers Publicist CEO/Director of Comm. Webmaster Publicist CEO/Director of Comm. Media Director of Comm. Director of Comm. Webmaster Publicist CEO/Director of Comm.

Key Message: There has been a ______(natural disaster) that has caused damage to Apple’s headquarters. At this time, we have evacuated the building and are assessing the level of damage and number of injuries.

Please check Apple.com for further information.

Crisis Directory:

Below is a chart of members of the Crisis Communication team, as well as their roles within the team.

Crisis Communication Plan: Apple 29 Role/Responsibility Title Name Designated Back-up - Spokesperson CEO Tim Cook Bob Mansfield, - Primary decision Senior VP maker Technologies

- Provide contact Senior VP and Peter Bruce Sewell, Senior with Board of CFO Oppenheimer VP and General Directors and Counsel Executive Management - Contact emergency services

- Assist in setting up Senior VP, Jeff Williams Craig Federighi, remote location Operations Senior VP Software - Decision making Engineer related to operations of building - Provide insight to Senior VP, Phillip W. Jonathan Ive, Senior worldwide impact Worldwide Schiller VP Industrial Design Marketing - Provide contact to VP, Sales John Bodden Luke Fink, Director Vendors and of Sales Suppliers - CMT Leader Director of Hildy Kate Manner, - Main contact for Communications Marinello Associate Director of major media Communications sources - Spokesperson #2 - Main contact for Publicist Lizzie Anna Dudley, secondary media Garlinghouse Publicist and consumers - Spokesperson #3 - Maintain all updates Webmaster Stacy Shur Paul Linton,

Crisis Communication Plan: Apple 30 on Apple.com and Webmaster social media outlets

- CMT Assistant Director of Jake Cera Dan Skelton, Leader Human Resources Associate Director of - Maintain Human Resources communication with all employees - Handle any injuries related to crisis (consult with Litigation Specialist)

- Provide legal Litigation Jessica Mass Colin Godfrey, consultation, as Specialist Litigation Specialist needed

Staff Directory (Contact List):

Name Email Phone (Work) Alternative Phone Tim Cook [email protected] (408)-996-1010 (323) 308-1195 Peter Oppenheimer [email protected] (408) 996-1018 (394) 398-3094 om Jeff William [email protected] (408) 996-1012 (412) 889-9587 Phillip W. Schiller [email protected] (408) 996-1019 (310) 558-5558 John Bodden [email protected] (408) 996-1013 (408) 412-3336 Hildy Marinello [email protected] (408) 996-1014 (510) 322-2116 Lizzie [email protected] (408) 996-2568 (415) 696-0202 Garlinghouse m Stacy Shur [email protected] (415) 996-6699 (408) 696-2264

Crisis Communication Plan: Apple 31 Jake Cera [email protected] (415) 996-1119 (323) 414-3309 Jessica Mass [email protected] (415) 996-6699 (408) 696-2264 Bob Mansfield [email protected] (408) 349-2309 (384) 398-3984 Bruce Sewell [email protected] (408) 293-2948 (718) 293-2948 Craig Federighi [email protected] (314) 938-2039 (345) 398-4948 Jonathan Ive [email protected] (293) 498-2987 (234) 498-3098 Luke Fink [email protected] (485) 495-2948 (498) 398-3094 Kate Manner [email protected] (342) 398-3049 (344) 398-2098 Anna Dudley [email protected] (408) 294-2098 (231) 398-3098 Paul Linton [email protected] (394) 399-2094 (498) 398-394 Dan Skelton [email protected] (348) 294-3492 (234) 498-4984 Colin Godfrey [email protected] (348) 294-0983 (232) 398-3048

Identifying Media Spokesperson:

In the event of a natural disaster, the Tim Cook, CEO, will serve as the primary spokesperson. Due to his well-establish reputation and familiarity with the media and general public, his presence and voice during a crisis will be comforting and reputable.

If for any reason Mr. Cook cannot perform his duties of spokesperson, Hildy Marinello, Director of Communications, will serve the role. Due to the uniqueness of this type of crisis, a third member of the crisis management team, Lizzie Garlinghouse, Publicist, will also be prepared to take over the role.

Guidelines for Spokesperson:

 Focus on key messages (as outline later in this plan)  Remain calm: Emotions will be heightened in the event of a crisis causing damage to facilities, employees or surrounding areas. It is the spokesperson roles to remain calm and collected.  Do not give false information: If you are asked a question that you do not know the answer to, do not make up or give incorrect information. Let the reporter know you will follow up with the answer at a later date.  Be Positive: Although damage might be significant, it is important for the spokesperson to remain positive and hopeful of the situation.  Speak Clearly and Slowly

Crisis Communication Plan: Apple 32  Do not make any promises  Do not report names of injured parties  Appear empathetic: Other will surely be affected by the disaster and our spokesperson should show sincere concern.

List of Emergency Personnel and Local Officials:

Emergency Personnel:

Local Officials:

State Officials:

State Officials Contact Telephone Email Governor Edmund G. Brown (916)-445-2841 [email protected] Jr. Secretary of State Debra Bown (916)-653-7244 [email protected]

National Organizations:

Organization Contact Telephone Email Federal Emergency Darrell Habisch (202)-646-2500 [email protected]

Crisis Communication Plan: Apple 33 Management Agency (FEMA) Center for Disease Control David Dalgle (202)-398-2093 [email protected] (CDC)

List of Key Media:

Media Contact List:

Media Outlet Editor/Contact Email Telephone USA TODAY David Callaway [email protected] N/A New York Times Arthur Sulzberger [email protected] N/A Los Angeles Davan Maharaj [email protected] (213)-237-5000 Times Mercury News Steve Trousdale [email protected] (408)-920-5800 CNN Team CNN [email protected] (404)-827-1500 TIME Jed Hartman [email protected] (212)-522-1431 NBC News Erika Masonhall [email protected] (212)-664-3230 NBC Universal Lenore Moritz [email protected] (212)-664-5191 FOX News Ken LaCorte [email protected] (310)-571-2000 CBS8 News 8 Team [email protected] (858)-274-NEWS ABC News Jeffrey Schneider [email protected] (212)-456-7777 CNET News Roger Cheng [email protected] N/A National Public Anna Christopher [email protected] (202)-513-2300 Radio (NPR)

Spokesperson for Related Organization:

In the event of a natural disaster that affects a large area of the Silicon Valley, the media might reach out to leaders of other organizations for comments regarding Apple’s role or status during a crisis. Below is a list of contacts the media could contact; their contact information is in the emergency contact list.

 Darrell Habisch, Federal Emergency Management Agency  Mark Santoro, Mayor of Cupertino  David Dagle, Center for Disease Control

Crisis Communication Plan: Apple 34

Crisis Communication Control Center:

On-Site Location:

In the event of a natural disaster that does not cause major damage to Apple’s facilities, Apple will utilize its primary conference room for the on-site location as the control center for the crisis at hand. Designating and identifying this space will allow Apple to determine the appropriate space, equipment and supplies and where storage of these items need to be kept within the office.

Off-Site Location #1:

Contact Information:

County Librarian Nancy Howe [email protected] (408)-293-2326 Community Librarian Mark Fink [email protected] (408)-446-1677

Off-Site Location #2:

Crisis Communication Plan: Apple 35 In the event that the Cupertino Library suffers sufficient damage during a natural disaster and is inaccessible as the primary off-site location, Apple will set up its crisis control center at El Camino Hospital.

Permission to have access to El Camino Hospital was granted through an agreement between Apple’s CEO and Tomi Ryba, President and CEO of the hospital. El Camino Hospital will provide a large conference room located within the main hospital building, which will be powered by backup generators in the event of a natural disaster. The conference room will provide desks, tables, and Internet access.

In order to gain access, CMT leader will travel to the hospital first and gain the keys to the conference room from the President’s secretary. Apple has agree to keep a log of those who enter the hospital, and to wear their Apple ID badges at all times to identify themselves within the hospital.

President and CEO Tomy Ryba [email protected] (408) 298-2093 Executive Assistant to Annie Lawton [email protected] (408) 298-2095 the President

Equipment and Supplies:

 Chairs and desks  Bulletin boards and dry erase board  Flips charts and chalk boards  Desktop computer, laptops or tablets (laptops or tablets allow for an alternative I case of a power outage)  Scrap paper  Writing Utensils: o Pens o Pencils o Highlighters o Sharpies o Dry Erase markers  Post-its: small and large  Computer printers  Telephones and cellphones

Crisis Communication Plan: Apple 36  Battery operated radios and televisions  Maps or blueprints pertaining to crisis area  Battery powered flashlights and lamps  Police Radio  Walkie-talkies  Company stationary: o Letterhead – envelopes, draft paper & cards  Telephone Directories  Contact and media lists  Press and Media Kits  Crisis Communication Plans  Geographical Maps  Food and Beverages  First-Aid Kits  Cameras and Film  Extension Cords and generator power packs

Pregathered Information:

The primary goal of the spokesperson(s) will be to deliver clear, consistent messages across all communication levels. Depending on the severity of the natural disaster/crisis, the key messages provided to the public and media may vary. Below are the three main themes or topics that should be communicated post-crisis.

1) Report what happened- When/Where/Timing 2) Report any known injuries or damage to facilities 3) Provide information on steps taken to secure area, resume business as normal 4) Draft Statement from Spokesperson for Press Conference

On ______(date/time), the Apple, Inc. headquarters, located in Cupertino, California, was victim to a ______(natural disaster) that caused ______(level of damage) to our facilities.

Crisis Communication Plan: Apple 37 At this time, we are surveying the damage and can report ______(number of injuries, if any). We have contacted local and national authorities of the situation and are cooperating with emergency response teams who are working to survey all areas affected by the ______(disaster).

Our primary concern at this point is to ensure the safety of our employees. We have relocated our staff to an external office space and hope to resume normal business practices as soon as possible. Please check our website, Facebook and Twitter pages, as we will be updating these frequently.

If you were affected by the ______(disaster), please contact the Federal Emergency Management Agency at 1-800-621-2236 or local Cupertino authorities at 408-341-4486.

Thank you,

Tim Cook CEO

Website:

In the event of a natural disaster, Apple’s website will be a prime communication vehicle to keep all key publics informed. Stacy Shur, webmaster, will be in charge of updating the website with messages provided by Tim Cook, CEO and Hildy Marinello, Director of Communications.

A template for a large, emergency banner has been created. As soon as a crisis occurs, Stacy Shur will activate the banner to appear at the top of Apple’s website. The banner, titled “UPDATED INFORMATION REGARDING ______(natural disaster)”, will link to a emergency page, which has also been created as part of this crisis preparation place. The emergency page will be activated by Stacy Shur and will serve to compile all updated messages with the date/time they were posted. These updates will serve as a communication tool for all major publics, as well as provide contact names and numbers for those who would like to reach out to our media relations team for further information.

Social Media:

Many of Apple’s users follow both our Facebook and Twitter pages, and both of these vehicles will be used to provide brief updates to the status of the crisis. Stacy Shur, with the help of her assistant, will be in charge of posting messages on Facebook and Twitter, as well as responding

Crisis Communication Plan: Apple 38 to any questions/comments posted. Each message will also include a link to Apple’s main website, explaining that this site holds more detailed information.

Trick Questions:

In the event of a natural disaster crisis, the spokesperson(s) should be prepared to answer difficult questions from the media. The type of questions asked will depend on the crisis, however, the spokesperson must be prepared to answer a variety of questions in order to provide the most accurate information to media sources and the general public. Possible questions that could be asked include:

“If” Questions

 If this disaster occurred at a different time, would the circumstance be different?  If you had evacuated the building sooner, would less people have been injured? Accusatory Questions

 Isn’t it true you received warning that a natural disaster might occur?  Why didn’t you evacuate the building?  Why weren’t you prepared to protect your employees? Leading Questions

 So, this is going to effect your business, to what degree do you think it will be?  Do you agree that it is going to take significant time to go back to normal business?  I bet you’re worried about how your stock will be affected, would you care to elaborate on that?

List of Related URL’s:

City of Cupertino http://www.cupertino.org/index.aspx

 Information on City Departments  Fire, Police, and Hospital contact information Federal Emergency Management Agency http://www.fema.gov/

 Information for disaster survivors  How to Apply for Aid  Tools for Response and Recovery The Weather Channel http://www.weather.com/

Crisis Communication Plan: Apple 39  Weather forecasts Center For Disease Control and Prevention http://www.cdc.gov/ http://emergency.cdc.gov/disasters/

 Pre- and post-natural disaster information  Evaluation Form

1. What involvement in the response of the incident did you have?

2. Did you clearly understand your role prior to the crisis?

3. How do you think the crisis management team function as a group?

4. In your opinion, how effective were the communication processes?

5. Did you notice any weaknesses or inefficiencies within the plan?

6. What changes, if any, do you feel need to be made to the crisis plan in order to more efficiently and effectively handle a crisis?

7. On a scale of 1 to 10, how well do you feel the plan addressed the crisis?

Crisis Communication Plan: Apple 40