Green Bay Packers Crisis Management Plan November 21, 2012 Introduction To the employees of the Green Bay Packers: The following document contains the key responsibilities, procedures and protocols to follow in the event of a crisis situation to ensure that the situation is handled in the most timely and efficient manner. The crises listed within this Crisis Management Plan (CMP) have the utmost possibility of occurring. Therefore, it is in the best interest of the employees of the Green Bay Packers to be prepared in the event one of these crises should occur. In the event that one of these potential crises occurs, the results could range from loss of employment to the fall of the Green Bay Packers organization. Considering the unpredictable and overwhelming nature of any crisis, the best that we can do is be well-prepared and well- rehearsed for the numerous types of crises that could affect this organization. During a crisis situation, it is best to act quickly and efficiently while providing accurate information. To accomplish these vital requirements, the Green Bay Packers organization needs staff, team members, and all employees to be on the same page and understand the expectations of the Green Bay Packers organization. Thank you from all of us, _____________________________ _____________________________ Mark Murphy, President & CEO Kelly Watson _____________________________ _____________________________ Erin Waits Lila Chumbley _____________________________ _____________________________ Brooks Ditto Jesse Greener Company History Earl “Curly” Lambeau and George Whitney Calhoun gathered in an office at the Green Bay Press Gazette on August 11, 1919, to officially form the Green Bay Packers football team. The team originally received money from Lambeau’s employer, the Indian Packing Company, to purchase jerseys, and the packing company also provided a practice field for the club team. Due to the strong ties that the club team had to the Indian Packing Company, it was an unbiased decision for the team to be named the “Packers.” The Indian Packing Company was later bought by the Acme Packing Company in the late 1920s. The American Professional Football Association, later named the National Football League (NFL), was founded in the 1920s. With the help and support from the Acme Packing Company, the Packers obtained an NFL franchise on August 27, 1921. Upon entering the NFL, the Packers became the third oldest team in existence and would eventually win 13 world championships, the most in the NFL. To this day, the Packers is the only non-profit, community-owned professional sports team in the United States. From its very beginning, the Packers organization has relied heavily on the surrounding public, fans, and other organizations. Based out of the small town of Green Bay, Wisconsin, which has a population of 104,057 according to the 2010 Census, the Packers organization embodies the spirit of being one of the last “small town teams.” When the Packers began growing in popularity, the number of fans and shareholders also increased. Even under the pressure of private corporate ownership versus small public ownership, it is because of these loyal shareholders that the Packers organization has remained in Green Bay. As a result of this public ownership, the shareholders for the Packers are the “owners” of the team. According to the official Green Bay Packers website, before the 2011 share sale, a total of 4,750,937 shares were owned by 112,158 stockholders. A purchase of one share allows for the shareholder to have a say in the company by establishing voter rights. The shareholders are responsible for electing a board of directors that is made up of 45 members. The board of directors then elects an executive committee, which consists of the president, vice president, treasurer, secretary, and three members at large. The committee is responsible for directing corporate management, the approval of major capital expenditures, the establishment of board policies, and the monitoring of management’s performance in conducting the businesses and affairs of the corporation. In the 1980s, the NFL made it a violation to have a mass ownership. According to the Sports Business Journal, the NFL stated that a team can only have up to 32 owners, and one of those owners must own a minimum of 30 percent. The Packers organization was grandfathered into the mass shareholder system, making it the only team to have this structure of ownership. Purpose and Objectives The purpose of this crisis management plan is to provide the key responsibilities, procedures, and protocols to execute in the event of a crisis situation to ensure immediate, positive and accurate communication with the organization’s key publics. Objectives: To keep key publics informed of all information by utilizing multiple media channels throughout a crisis situation. To ensure the physical, emotional and financial safety and security of key publics throughout a crisis situation. To maintain the organization’s credibility and positive image with its key publics in the event of a crisis situation. Key Publics The fans of the Green Bay Packers have proven to be loyal key publics to the organization. Continuously ranked as having one of the largest fan bases in the NFL, Green Bay has a 30 year waiting list for season tickets. In addition, ESPN ranked Green Bay as having the “second best fans in the NFL” in 2008. Due to the large fan base of the Packers, it is imperative to consider them in the event of a crisis. In the event of a crisis, it’s important to communicate with fans to ensure continuous support and loyalty. According to Don Walker’s article, “The Business of Sports,” the average cost of one ticket to a Packers game in the 2012 season is $260.37. With prices being the seventh highest in the NFL, it is essential to keep ticket buyers informed and pleased to ensure steady sales and revenue. With that said, in a time of a crisis, ticket holders may feel personally affected due to their financial investments in the team. Constant communication with fans through social media, electronic and print media will help to continue the already large Green Bay fan base. Employees of the Green Bay Packers organization are vital key publics to the organization. Green Bay Packers employees are composed of the coaching staff, players, and other Green Bay Packers employees such as those from administration, human resources, finance, public relations, Packers Media Group, marketing, information technology, community outreach, the Packers Pro Shop, guest and stadium experience, ticketing, facilities and fields, security, football operations, player personnel, video, medical and equipment. If a crisis affects the organization as a whole, the concerns of employees are focused upon job security and financial stability. Just as employees from administration, ticketing, and the Packers Pro Shop would be affected in this way, the coaching staff and players would similarly be affected. Members of the coaching staff would not only be affected financially by a crisis, but their reputations as coaches would be blemished as a result. The players’ self-interests lie in their ability to perform to their best ability to win games to sustain their financial stability. It is important that these players obey the rules of the National Football League, stay out of legal trouble, and are informed of everything that goes on within the organization, so they know how to answer the press in a positive way. The most efficient ways to communicate with Green Bay Packers employees are employee/staff meetings, company newsletters and emails. The Green Bay Packers have been financially supported by its fans/shareholders in five stock sales throughout the years. The Packers’ fifth stock offering ended on February 29, 2012, adding more than 250,000 new shareholders. Shareholders do not receive any dividend on their initial investment, and all profits are invested back into the Packers team. According to the Green Bay Packers’ official website, proceeds from the 2011 offering financed the renovation and expansion of Lambeau Field, a $143 million project. Since the Green Bay Packers’ shareholders invest directly in the organization, their self-interests are based in how the Packers perform on the field and how the organization uses their investments. In the event of a crisis, the shareholders should be contacted immediately since they are a large part of the financial well- being of the organization. Using press conferences, electronic and print media would allow the organization to inform them in a timely manner while keeping the shareholders’ best interests at heart. Crisis Types Cases of player misconduct off the field pose challenges to National Football League (NFL) organizations almost every year. In 2009, a lawsuit was filed against Ben Roethlisberger for his alleged sexual assault of a 20-year old female in Lake Tahoe. Roethlisberger was given a four game suspension, costing the Pittsburgh Steelers the loss of their star quarterback and blemishing the team’s reputation. In 2008, the actions of former Green Bay Packers quarterback Brett Favre reflected poorly upon the New York Jets and jeopardized the relationship between the organization and the media. Favre's lewd comments and photos made toward hostess and in- house reporter Jenn Sterger blemished his career and reflected poorly on his current and former teams. Cases of player misconduct must always be considered as a crisis type in a crisis management plan, as the effects impact many of the organization's stakeholders. The safety and security of fans during games is also a major concern of any NFL organization. In 1934, the Packers witnessed how an event regarding the lack of safety can result in a damaging lawsuit. During a game at the old City Stadium, a fan fell out of the stands, which resulted in a lawsuit and a $5,000 verdict against the Packers.