Green Bay Packers Crisis Management Plan November 21, 2012

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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. The Packers went into receivership and were about to fold, but Green Bay businessmen came to the rescue, raising $15,000 in new capital to save the franchise and help reorganize the club. If the Green Bay Packers were to face another lawsuit, the shareholders, fans, and executive committee/board of directors would all be affected. The lack of security during and after games can also result in an immediate crisis. In

August 2011, there were two shootings, two serious beatings, and numerous fights that occurred during and after the San Francisco 49ers-Oakland Raiders game in San Francisco. According to the Oakland Tribune, the 49ers responded to the crisis by requesting that the NFL suspend future games between the opponents. The 49ers also increased security and instituted a ban on postgame drinking and tailgating in parking lots. Incidences of violence, such as shootings and beatings, could rapidly initiate a crisis stemming from a lack of security for any NFL organization.

When thinking of possible crisis situations, organizational misdeeds should also be considered. In 2007, the National Football League determined that the Patriots violated league rules when they videotaped the New York Jets' coaches sending signals to players on the field during the game. The official NFL rule regarding coaching video states, "No video recording devices of any kind are permitted to be in use in the coaches' booth, on the field, or in the locker room during the game." Videotaping, or “spy gating,” can be an issue due to the fact that a quarterback has an audio receiver in his helmet that allows coaches to communicate with him.

This could lead to the team potentially gaining an advantage by knowing defensive signals before the play. Organizational misdeeds could develop into a crisis situation because the NFL can issue sanctions, which could be severe, including suspensions, fines, and the loss of draft picks. This crisis would affect everyone that is involved in the organization, the shareholders, the executive committee/board of directors, coaches, and players.

Crisis Protocols

I. Player Misconduct Off the Field

A. Key Information:

A Green Bay Packers player was arrested on charges of alleged assault on

November 15 at 12:05 a.m. at the Hotel Gansevoort in New York City. The police

were contacted by the alleged victim after the incident occurred. The player

allegedly took the victim to his hotel room at the Hotel Gansevoort, after picking

her up at the hotel’s rooftop bar, and then allegedly assaulted the victim. When

the police arrived, the victim’s injuries were documented as bruises on her arms

and legs. The player was arrested by NYPD and was released on $15,000 bond.

B. Prodromes:

To better prepare for this type of crisis, the following warning signs should be

frequently monitored to ensure that players are upholding organizational values:

 offensive off-field misconduct

 history of personal problems (i.e. with addiction or violence)

 previous criminal offenses and/or police interaction

 lack of discretion when talking about illegal/controversial topics

 continuous violations of NFL standards and regulations

C. Instructing Information (for each target public): Due to the fact that this player

misconduct doesn’t directly affect Green Bay Packers fans, employees or

shareholders, instructing information is unnecessary.

D. Adjusting Information (for each target public):

 Packers fans, Packers employees, Packers shareholders -- Currently, the Green Bay Packers organization is working with NYPD and the player’s

legal counsel to collect and evaluate all information regarding last night’s

arrest. The Green Bay Packers has encouraged the player to enroll himself

in a rehabilitation program for anger management. Pending further

investigation, the Green Bay Packers will issue other forms of appropriate

punishment to the player.

E. Reputation Repair (for each target public):

 Packers fans, Packers employees, Packers shareholders -- The Green

Bay Packers organization neither condones nor tolerates this or any type

of misconduct from its players. The player’s actions do not reflect the

values or expectations of the Green Bay Packers organization. In the

future, the Green Bay Packers will monitor the off-field conduct of its

players more closely and recommend treatment for players who have

problems with anger management.

F. Summary of Key Messages:

 The Green Bay Packers organization is working with NYPD and the

player’s legal counsel to collect and evaluate all information regarding last

night’s arrest.

 We will remain transparent in relaying all information to the public as the

investigation continues.

 The player’s actions do not reflect the values or expectations of the Green

Bay Packers organization.

G. Dissemination Plan (for each target public):

 Packers fans, employees & shareholders -- The Green Bay Packers

organization will utilize social media, news releases, and emails to

communicate with and update fans, employees and shareholders on new

information regarding the off-field player misconduct. To communicate

with its players, the organization will hold team meetings expressing how

unacceptable the player’s misconduct was and to keep them updated on

information through materials such as fact sheets. Social media and emails

will be utilized immediately in order to reach our broad internal and

external publics as soon as possible. News releases will be released the

following day, and team meetings will follow soon after.

II. Stadium security and safety mishaps

A. Key Information:

At a Sunday night Green Bay Packers game at Lambeau Field, there was an

altercation inside the stadium between a Packers fan and an opposing team’s fan

during the game. During the altercation, the opposing team’s fan assaulted the

Packers fan with a knife that had been concealed upon entry to the stadium. The

assaulted Packers fan sustained stab wounds to the abdomen, a broken nose, a

crushed zygomatic bone (cheekbone), bruises and lacerations. Another fan

filmed the altercation. The video contained footage of a Green Bay Packers’

security guard sleeping on the job as the incident occurred. Consequently, the

video has gone viral on social media outlets. B. Prodromes:

To better prepare for this type of crisis, the following warning signs should be

frequently monitored to ensure that employees are upholding organizational

values:

 Lack of training for crowd control and operation of security devices

 Signs of lack of discipline of game attendees and security staff

 Signs of exhaustion from security staff

 Reports of previous altercations

 Increased hostility between fans of rival teams

C. Instructing Information (for each target public):

 Packers fans -- On Sunday, there was an altercation between two fans in

Section ____, Row ____ of Lambeau Field. As a result of the altercation, a

fan sustained serious injuries. The Green Bay Packers organization is

investigating the breach of security and will update fans on any new

information as we receive it. To ensure fan safety, fans should utilize the

newly established “PackersAlert,” a text messaging service used to report

incidents and their locations within the stadium. Fans should text the

section and row number where a possible threat may occur to 52366.

 Packers employees -- On Sunday, there was an altercation between two

fans in Section ___, Row ____ of Lambeau Field. As a result of the

altercation, a fan sustained serious injuries. The Green Bay Packers

organization is investigating the breach of security and will update

employees on new protocols and courses of action. Employees are encouraged to immediately report any future suspicious activity or

security breaches to your supervisor.

 Packers shareholders -- On Sunday, there was an altercation between two

fans in Section ___, Row ____ of Lambeau Field. As a result of the

altercation, a fan sustained serious injuries. The Green Bay Packers

organization is investigating the breach of security. Shareholders will be

notified of any updates throughout the ongoing investigation.

D. Adjusting Information (for each target public):

 Packers fans, employees & shareholders -- The Green Bay Packers

organization has implemented a new text messaging service used to report

incidents and their locations within the stadium called “PackersAlert.” We

are currently investigating the possible malfunction of security devices

and the failure of security guards to follow Green Bay Packers protocol for

altercations between fans. We have also taken necessary measures to

increase security training and presence within the stadium.

E. Reputation Repair (for each target public):

 Packers fans, employees & shareholders -- The Green Bay Packers has

taken necessary action to improve and ensure the future safety of

patrons. The behaviors exhibited by the fans and security staff do not

reflect the values and expectations of the Green Bay Packers

organization. The security guard involved has been terminated, and

additional training programs have been implemented to ensure that

security is adequately trained and prepared to operate security devices and crowd control. We, as an organization, will ensure that patrons are able to

enjoy the game in a safe environment.

F. Summary of Key Messages:

 To ensure fan safety, fans should utilize the newly-established

“PackersAlert,” a text messaging service used to report incidents and their

locations within the stadium.

 The Green Bay Packers organization is investigating the breach of security

and will update employees on new protocols and courses of action.

 We have also taken necessary measures to increase security training and

presence within the stadium.

 The security guard involved has been terminated, and additional training

programs have been implemented to ensure that security is adequately

trained and prepared to operate security devices and crowd control.

 We, as an organization, will ensure that patrons are able to enjoy the game

in a safe environment.

G. Dissemination Plan (for each target public):

 Packers fans -- The Green Bay Packers organization will immediately

utilize stadium announcements to inform fans of the situation and instruct

them to use the PackersAlert text messaging system. The organization will

also use social media to communicate with and update fans on new

information regarding the safety and security mishap. On the following

day, the organization will use news releases to update fans with any new

information.  Packers employees -- The Green Bay Packers organization will keep

employees updated on all new information and instructions through emails

and news releases.

 Packers shareholders -- The Green Bay Packers organization will utilize

social media, news releases and emails to keep Packers shareholders up to

date on information and the possible financial repercussions of the safety

and security mishap.

III. Organizational misdeeds

A. Key Information:

An anonymous source has come forward to the New York Times and reported

that funds from the Packers’ fifth stock offering that ended on February 29, 2012,

have been misused in providing bonuses for Packers’ administration. The Green

Bay Packers reportedly used the proceeds from the sale for a $143 million

renovation to Lambeau Field; however, approximately $11 million from the sale

went to fund bonuses for President & CEO Mark Murphy and Vice President of

Finance and Administration Paul Baniel.

B. Prodromes:

To better prepare for this type of crisis, the following warning signs should be

frequently monitored to ensure that the organizational values are being upheld:

 Lack of transparency and communication between administration,

employees and shareholders

 Inconsistencies in annual reports and financial documents  Suspicious spending of organizational funds

C. Instructing Information (for each target public):

 Packers fans -- Due to the fact that this organizational misdeed doesn’t

directly affect Green Bay Packers fans, instructing information is

unnecessary.

 Packers employees -- Investigations into these allegations are currently

underway. If you have any information as to the allegations, we urge you

to step forward. At this time, please cut ties to any employees that are

involved in these allegations. This is a time of uncertainty for the Green

Bay Packers organization as a whole; however, your jobs will not be

compromised due to this organizational misdeed. We will keep you

updated on all information as we receive it.

 Packers shareholders -- Investigations into these allegations are currently

underway. The Green Bay Packers organization values your trust and

support in this time of uncertainty for the Green Bay Packers organization.

At this time, we instruct all shareholders to exercise your right to vote on

any policies or protocol issues and distance yourselves from the accused

individuals. We will keep you updated on any information as we receive

it. Our mission is to always uphold the integrity of our shareholders’

investments and maintain a transparent and mutually beneficial

relationship with our shareholders.

D. Adjusting Information (for each target public):

 Packers fans, Packers employees, Packers shareholders -- The Green Bay Packers organization has forced all members of administration

accused by the anonymous source in the New York Times to take

administrative leave until these allegations can be confirmed or disproved.

The Green Bay Packers is working closely with the National Football

League and the Securities and Exchange Commission to ensure that the

situation is handled legally and correctly from this point forward.

E. Reputation Repair (for each target public):

 Packers fans, employees, and shareholders -- The Green Bay Packers

organization as a whole was unaware of the actions of the accused

members of administration. Any and all employees of the Green Bay

Packers organization, who had any information as to the situation, have

been questioned and are under further investigation. The Green Bay

Packers organization, team and fan base are resilient and will overcome

the misdeeds of those who have acted in their own interests.

F. Summary of Key Messages:

 Until this information is confirmed, all members of the administration

accused by the anonymous source in the New York Times have been

forced to take administrative leave until further notice.

 The Green Bay Packers is working closely with the National Football

League and the Securities and Exchange Commission to ensure that the

situation is handled legally and correctly from this point forward.

 The Green Bay Packers organization, team and fan base are resilient and

will overcome the misdeeds of those who have acted in their own interests. G. Dissemination Plan (for each target public):

 Packers fans -- The Green Bay Packers organization will immediately

utilize social media to communicate with and update fans on new

information regarding the crisis. On the following day, the organization

will use news releases placed on PackersNews.com to update fans with

any new information.

 Packers employees -- The Green Bay Packers organization will hold

meetings with employees and deliver fact sheets to distribute information.

The organization will also communicate through emails with all

employees.

 Packers shareholders -- The Green Bay Packers organization will utilize

online press conferences and direct emails to keep Packers shareholders up

to date on information and the possible financial repercussions of the crisis.

Media Interview and Press Conference Protocol

I. Player Misconduct Off the Field

A. Prepared Spokesperson Statements:

 A Green Bay Packers player has been arrested on charges of alleged

assault on November 15 at 12:05 a.m. at the Hotel Gansevoort in New

York City. The player was released on a $15,000 bond. The Green Bay

Packers organization is working with NYPD and the player’s legal counsel

to collect and evaluate all information regarding last night’s arrest. We

have encouraged the player to enroll himself in a rehabilitation program

for anger management. Pending further investigation, the Green Bay

Packers will issue other forms of appropriate punishment to the player. In

the future, the Green Bay Packers will monitor the off-field conduct of its

players more closely and recommend treatment for players who have

problems with anger management. We will remain transparent in relaying

all information to the public as the investigation continues. The Green Bay

Packers organization neither condones nor tolerates this or any type of

misconduct from its players. The player’s actions do not reflect the values

or expectations of the Green Bay Packers organization.

B. Key and Trick Questions:

 Will the Green Bay Packers organization take every measure to ensure

that this will not happen again (suspension, etc.) even if it hurts the team

as a whole?

 How will the Packers ensure that this will never happen again?  Is there someone that checks the status of your players’ backgrounds?

II. Stadium Security and Safety Mishaps

A. Prepared Spokesperson Statements:

 At a Sunday night Green Bay Packers game at Lambeau Field, there was

an altercation inside the stadium between a Packers fan and an opposing

team’s fan during the game. During the altercation, the opposing team’s

fan assaulted the Packers fan with a knife that had been concealed upon

entry to the stadium. The assaulted Packers fan sustained stab wounds to

the abdomen, a broken nose, a crushed zygomatic bone (cheekbone), and

bruises and lacerations. A video has surfaced of the altercation and

contains footage of a Green Bay Packers’ security guard sleeping on the

job as the incident occurred. The Green Bay Packers organization is

investigating the breach of security and will update the public on any new

information as we receive it. To ensure our fans’ safety, we have

established “PackersAlert,” a text messaging service used to report

incidents and their locations within the stadium. We are currently

investigating the possible malfunction of security devices and the failure

of security guards to follow Green Bay Packers protocol for altercations

between fans. We have also taken necessary measures to increase security

training and presence within the stadium. The behaviors exhibited by the

fans and security staff do not reflect the values and expectations of the

Green Bay Packers organization. The security guard involved has been terminated, and additional training programs have been implemented to

ensure that security is adequately trained and prepared to operate security

devices and crowd control. The Green Bay Packers have always and will

continue to ensure that patrons are able to enjoy the game in a safe

environment.

B. Key and Trick Questions:

 Was alcohol a factor in the altercation?

 Do you believe that permitting alcohol within the stadium poses more of a

hazard than a benefit to the safety and security of Packers fans?

 Was the security guard’s behavior due to overworking or understaffing?

 Was the failure to detect the concealed weapon a result of a technical or

human error?

III. Organizational Misdeeds

A. Prepared Spokesperson Statements:

 An investigation is currently underway regarding the alleged misuse of

funds by President & CEO Mark Murphy and Vice President of Finance

and Administration Paul Baniel. Reportedly, these individuals misused the

funds from the Packers’ fifth stock offering. These funds were intended to

finance the $143 million renovation of Lambeau Field; however, it has

been reported that $11 million has been allocated to fund bonuses for

Murphy and Baniel. Until this information has been confirmed, these

individuals have been forced to take administrative leave until further notice. Any and all employees of the Green Bay Packers organization,

who had any information as to the situation, have been questioned and are

under further investigation. At this time, we instruct all shareholders to

exercise your right to vote on any policies or protocol issues pertaining to

this financial misdeed. Our mission is to always uphold the integrity of our

shareholders’ investments and maintain a transparent and mutually

beneficial relationship with them. The Green Bay Packers is working

closely with the National Football League and the Securities and

Exchange Commission to ensure that the situation is handled legally and

correctly from this point forward. The Green Bay Packers organization,

team and fan base are resilient and will overcome the misdeeds of those

who have acted in their own interests.

B. Key and Trick Questions:

 How was this fraudulent activity not detected by the Finance Department

when $11 million went missing?

 Are any other departments under investigation?

 Who is acting as CEO since Mark Murphy has taken administrative leave?

 How are you assuring shareholders that their investments have been used

appropriately in the past?

Communication Tactics

I. Player Misconduct

The communication tactics that should be utilized in the event that a player’s misconduct

becomes a crisis for the Green Bay Packers organization are, as follows:

 Social media

 News releases

 Emails

 Fact sheets in team meetings

Green Bay Packers (Immediate) A Green Bay Packers player has been arrested on charges of alleged assault on November 15 at 12:05 a.m. at the Hotel Gansevoort in New York City. We will update you with more information as we receive it.

Green Bay Packers (Following Day) The player was released on a $15,000 bond. We are working with NYPD and the player’s legal counsel to collect all information regarding last night’s arrest. The Green Bay Packers coaching staff has encouraged the player to enroll himself in a rehabilitation program for anger management. Pending further investigation, the Green Bay Packers will issue other forms of appropriate punishment to the player.

Green Bay Packers (Update) In the future, the Green Bay Packers will monitor the off-field conduct of its players more closely and recommend treatment for players who have problems with anger management.

Green Bay Packers (Update) The Green Bay Packers organization neither condones nor tolerates this or any type of misconduct from its players. The player’s actions do not reflect the values or expectations of the Green Bay Packers organization.

Green Bay Packers @packers (Immediate) A Green Bay Packers player has been arrested on charges of alleged assault in New York City. We will update you on any new information.

Green Bay Packers @packers (Following Day) Player was released on a $15,000 bond. We're working with NYPD & the player’s legal counsel to get more information about the arrest.

Green Bay Packers @packers (Update) We have encouraged the player to enroll himself in a rehab program for anger management. For latest news, go to www.packers.com.

Green Bay Packers @packers (Update) We do not condone this type of misconduct from our players and these actions do not reflect the values or expectations of the GBP.

Green Bay Packers Lambeau Field Atrium 1265 Lombardi Avenue Green Bay, WI 54304

NEWS RELEASE FOR MORE INFORMATION FOR IMMEDIATE RELEASE CONTACT: Erin Waits Media Relations, Green Bay Packers 205-555-5555 [email protected]

Green Bay Packers Player Arrested on Alleged Assault Charges

GREEN BAY, Wis.— On Monday, a Green Bay Packers player was arrested at the Hotel

Gansevoort in New York City on charges of alleged assault and was released on $15,000 bond.

The Green Bay Packers organization is currently working with NYPD and the player’s legal counsel to collect and evaluate all information regarding last night’s arrest. The Green Bay

Packers have urged the player to enroll himself in a rehabilitation program for anger management. Pending further investigation, the organization will issue other forms of appropriate punishment to the player.

“It is important that our players, coaches and fans realize that this type of behavior is unacceptable and will be punished according to the severity of the player’s actions,” Green Bay

Packers President and CEO Mark Murphy said.

In the future, the Green Bay Packers will monitor the off-field conduct of its players more closely and recommend treatment for players who have pre-existing problems with anger management. To ensure that this type of misconduct will not happen again, the Green Bay

-MORE- Packers will hold meetings with the coaching staff and players regarding the severity of the situation and the pending consequences.

“Our players are the faces of the Green Bay Packers organization,” Coach Mike

McCarthy said. “The way that they conduct themselves off the field and on the field reflects upon the Green Bay Packers organization as a whole, on the team, the coaches, and the fans.”

The organization will remain transparent in relaying all information to the public as the investigation continues. The Green Bay Packers organization neither condones nor tolerates this or any type of misconduct from its players. The player’s actions do not reflect the values or expectations of the Green Bay Packers organization; however, the Green Bay Packers will take all necessary measures to ensure that fans, employees and shareholders will not be affected by this situation.

-###-

Since 1919, the Green Bay Packers organization has striven to keep its fans, employees and the surrounding citizens of Green Bay, Wis., its top priorities. Existing as the third oldest team in the

NFL, the Green Bay Packers has dedicated scores of players, hundreds of hours of time, and numerous heartbreaks and triumphs to winning 13 world championships, the most in the NFL since its entry in 1921. The Packers embody the spirit of being one of the last “small town teams,” and as a result of its public ownership, the Packers are truly owned and supported by its fans.

To: Green Bay Packers fans, employees and shareholders From: Mark Murphy

To our fans, employees and shareholders,

Early this morning, a Green Bay Packers player was arrested on charges of assault in New York City. The player was arrested by NYPD and released on a $15,000 bond. The Green Bay Packers organization is working with NYPD and the player’s legal counsel to collect and evaluate all information regarding last night’s arrest.

Pending further investigation, the Green Bay Packers will issue other forms of appropriate punishment to the player. We have encouraged the player to enroll himself in a rehabilitation program for anger management. The player’s actions do not reflect the values or expectations of the Green Bay Packers organization.

In a continuous effort to remain transparent with our loyal fans, employees, and shareholders, the Green Bay Packers organization will utilize social media, news releases, and emails to communicate with and update our publics as we find out more information.

Thank you for your continued devotion to the Green Bay Packers.

Mark Murphy President and Chief Executive Officer Lambeau Field Atrium 1265 Lombardi Avenue Green Bay, WI 54304 123-456-7890 [email protected]

Since 1919, the Green Bay Packers organization has striven to keep its fans, employees and the surrounding citizens of Green Bay, Wis., its top priorities. Existing as the third oldest team in the NFL, the Green Bay Packers has dedicated scores of players, hundreds of hours of time, and numerous heartbreaks and triumphs to winning 13 world championships, the most in the NFL since its entry in 1921. The Packers embody the spirit of being one of the last “small town teams,” and as a result of its public ownership, the Packers are truly owned and supported by its fans.

Stay connected with your Packers: @packers Green Bay Packers

Green Bay Packers Lambeau Field Atrium 1265 Lombardi Avenue Green Bay, WI 54304

Player Misconduct Fact Sheet

 A Green Bay Packers player was arrested on charges of assault last night at 12:05 a.m. at the Hotel Gansevoort in New York City.  The player was arrested by NYPD and released on a $15,000 bond.  The Green Bay Packers organization is working with NYPD and the player’s legal counsel to collect and evaluate all information regarding last night’s arrest.  The Green Bay Packers has encouraged the player to enroll himself in a rehabilitation program for anger management.  No punishment has been decided upon at this time. However, pending further investigation, appropriate measures will be taken.  The Green Bay Packers organization neither condones nor tolerates this or any type of misconduct from its players.  In the future, the Green Bay Packers will monitor the off-field conduct of its players more closely.  The Packers will also be recommending treatment for players who have problems with anger management.  You, as players, are encouraged to take this situation seriously, always behaving in a way that the Green Bay Packers organization would deem appropriate.  The Green Bay Packers organization will remain transparent with the press regarding all information.  As players, you are encouraged to not associate with the press regarding this incident.  The Green Bay Packers hold its players to the highest standards, and this player’s actions do not reflect the values or expectations of the Green Bay Packers organization.

If you have any questions or concerns, please contact: Jesse Greener, Media Relations 205-555-1111 [email protected]

II. Stadium Security & Safety Mishaps

The communication tactics that should be utilized in the event that a stadium security

and/or a safety mishap becomes a crisis for the Green Bay Packers organization are, as

follows:

 Stadium announcements

 “PackersAlert” text messaging system

 Social media

 News releases

 Emails

ATTENTION FANS:

There has been an altercation in Section ____ of the stadium.

To ensure your safety and security, please report any future

misconduct or altercations to “PackersAlert.”

Text the section and row numbers where the altercation is

occurring to 52366.

“PackersAlert”

Fans are encouraged to please report any misconduct or altercations inside the stadium by texting the section and row numbers where

the misconduct is occurring to 52366.

Green Bay Packers (Immediate) There are reports that an altercation has occurred in Section ___ Row ___ within Lambeau Field. Please text PackersAlert at 52366 if you have any related information. We will keep you updated with any new information as we receive it.

Green Bay Packers (Following Day) During yesterday’s altercation, a fan assaulted another fan with a knife that had been concealed upon entry to the stadium. A video has surfaced of the altercation and contains footage of a Green Bay Packers’ security guard sleeping on the job as the incident occurred. We will keep you updated with any new information as we receive it.

Green Bay Packers (Update) The Green Bay Packers is investigating the breach of security and also evaluating the possible malfunction of the security devices. The failure of security guards to follow Green Bay Packers protocol for altercations between fans is also under investigation. Necessary measures to increase security training and presence within the stadium have also been taken.

Green Bay Packers (Update) The behaviors exhibited by the fans and security staff do not reflect the values and expectations of the Green Bay Packers organization. The security guard involved has been terminated, and additional training programs have been implemented to ensure that security is adequately trained and prepared to operate security devices and crowd control. The Green Bay Packers have always and will continue to ensure the safety and security of its patrons.

Green Bay Packers @packers (Immediate) BREAKING: Reports of a violent altercation within Lambeau Field. Please text PackersAlert (52366) if you have any related info.

Green Bay Packers @packers (Following Day) During the altercation, the victim sustained multiple injuries and stab wounds with a knife that had been concealed upon entry to the stadium.

Green Bay Packers @packers (Update) We are investigating the breach of security and the possible malfunction of the security devices. Visit http://www.facebook.com/#!/Packers?fref=ts for more info.

Green Bay Packers @packers (Update) The actions of the fans and security staff do not reflect the values and expectations. The security guard involved has been terminated.

Green Bay Packers Lambeau Field Atrium 1265 Lombardi Avenue Green Bay, WI 54304

NEWS RELEASE FOR MORE INFORMATION FOR IMMEDIATE RELEASE CONTACT: Erin Waits Media Relations, Green Bay Packers 205-555-5555 [email protected]

Altercation Between Fans Results in Increased Security at Lambeau Field

GREEN BAY, Wis.— On Sunday night, there was an altercation between two fans during a

Green Bay Packers game at Lambeau Field that resulted in serious injuries sustained by one man.

During the altercation, one fan assaulted another fan with a knife that had been concealed upon entry to the stadium. The assaulted fan sustained stab wounds to the abdomen, a broken nose, a crushed zygomatic bone, bruises and lacerations. A video has also surfaced of the altercation and contains footage of a Green Bay Packers’ security guard sleeping on the job as the incident was occurring.

The Green Bay Packers organization is currently investigating the breach of security and will update the public on any new information as it becomes available.

“We are currently investigating the possible malfunction of security devices and the failure of security guards to follow protocol for altercations between fans,” President and CEO

Mark Murphy said. “We have also taken necessary measures to increase security training and presence within the stadium.”

-MORE- The security guard involved has been terminated. Additional training programs have also been implemented to ensure that security is adequately trained and prepared to operate security devices and crowd control.

“The concerns of the Green Bay Packers security are focused on the safety and security of fans,” Director of Security and Risk Management Doug Collins said. “Necessary measures have been taken to prevent a situation like this from occurring again.”

To ensure fan safety, the Green Bay Packers has established “PackersAlert,” a new text messaging service used to immediately report incidents and their locations within the stadium.

The Green Bay Packers have always and will continue to ensure that patrons are able to enjoy games in a safe environment.

-###-

Since 1919, the Green Bay Packers organization has striven to keep its fans, employees and the surrounding citizens of Green Bay, Wis., its top priorities. Existing as the third oldest team in the

To: Green Bay Packers employees From: Mark Murphy

To our Packers employees,

On Sunday, there was an altercation between two fans in Section ___, Row ____ of Lambeau Field. As a result of the altercation, a fan sustained serious injuries. The Green Bay Packers organization is investigating the breach of security and will update employees on new protocols and courses of action. Employees are encouraged to immediately report any future suspicious activity or security breaches to your supervisor.

The Green Bay Packers organization has also implemented a new text messaging service used to report incidents and their locations within the stadium called “PackersAlert.” We are currently investigating the possible malfunction of security devices and the failure of certain security guards to follow Green Bay Packers protocol for altercations between fans.

The behavior exhibited by the fans and security staff do not reflect the values and expectations of the Green Bay Packers organization. The security guard involved has been terminated, and additional training programs have been implemented to ensure that security is adequately trained and prepared to operate security devices and crowd control. It is our duty, as an organization, to ensure that patrons are able to enjoy the game in a safe environment.

We value all of our employees’ hard work and dedication to helping us uphold a safe environment at Lambeau Field. We value your input regarding improving stadium safety. Again, employees are encouraged to immediately report any future suspicious activity or security breaches to your supervisor.

We will be in contact with you regarding updates on the additional training programs.

Mark Murphy President and Chief Executive Officer Lambeau Field Atrium 1265 Lombardi Avenue Green Bay, WI 54304 123-456-7890 [email protected]

Stay connected with your Packers: @packers Green Bay Packers

To: Green Bay Packers shareholders From: Mark Murphy

To our Packers shareholders,

On Sunday, there was an altercation between two fans in Section ___, Row ____ of Lambeau Field. As a result of the altercation, a fan sustained serious injuries. The Green Bay Packers organization is investigating the breach of security. Shareholders will be notified of any updates throughout the ongoing investigation.

The Green Bay Packers organization has implemented a new text messaging service used to report incidents and their locations within the stadium called “PackersAlert.” We are also currently investigating the possible malfunction of security devices and the failure of certain security guards to follow Green Bay Packers protocol for altercations between fans.

The Green Bay Packers has taken necessary action to improve and ensure the future safety of patrons. The behaviors exhibited by the fans and security staff do not reflect the values and expectations of the Green Bay Packers organization. The security guard involved has been terminated, and additional training programs have been implemented to ensure that security is adequately trained and prepared to operate security devices and crowd control. We, as an organization, will ensure that patrons are able to enjoy the game in a safe environment.

In addition to implementing additional training programs, we value any input our shareholders may have regarding stadium safety. In an effort to remain transparent, the Green Bay Packers organization will utilize social media, news releases and emails to keep Packers shareholders up to date on all future information regarding this incident and the possible financial repercussions of the safety and security mishap. As always, we greatly appreciate and thank our shareholders for your continued support of the Green Bay Packers.

Mark Murphy President and Chief Executive Officer Lambeau Field Atrium 1265 Lombardi Avenue Green Bay, WI 54304 123-456-7890 [email protected]

Stay connected with your Packers: @packers Green Bay Packers

II. Organizational Misdeeds

The communication tactics that should be utilized in the event that an organizational

misdeed becomes a crisis for the Green Bay Packers organization are, as follows:

 Social media

 News releases

 Team meetings with fact sheets

 Online press conference

 Emails

Green Bay Packers (Immediate) Allegations of the misuse of funds by President and CEO Mark Murphy and Vice President of Finance and Administration Paul Baniel are currently under investigation. According to a report by the New York Times, these individuals misused the funds from the Packers’ fifth stock offering. These funds were intended to finance the $143 million renovation of Lambeau Field; however, $11 million has reportedly been allocated to fund bonuses for Murphy and Baniel.

Green Bay Packers (Following Day) Until this information has been confirmed, these individuals have been forced to take administrative leave until further notice. Any and all employees of the Green Bay Packers organization, who had any information as to the situation, have been questioned and are under further investigation.

Green Bay Packers (Update) We would like to remind all shareholders to exercise your right to vote on any policies or protocol issues pertaining to this financial misdeed. Our mission is to always uphold the integrity of our shareholders’ investments and maintain a transparent and mutually beneficial relationship with them.

Green Bay Packers (Update) We are working closely with the National Football League and the Securities and Exchange Commission to ensure that the situation is handled legally and correctly from this point forward. The Green Bay Packers organization, team and fan base are resilient and will overcome the misdeeds of those who have acted in their own interests.

Green Bay Packers @packers (Immediate) Allegations of the misuse of funds by Pres. Mark Murphy and VP of Finance & Administration Paul Baniel are currently under investigation.

Green Bay Packers @packers (Following Day) Until this info has been confirmed, Pres. Mark Murphy and VP of Finance Baniel have been forced to take administrative leave.

Green Bay Packers @packers (Update) We would like to remind all shareholders to exercise your right to vote on any policies or protocol issues pertaining financial misdeeds.

Green Bay Packers @packers (Update) We value our shareholders and are working to ensure this misdeed is handled correctly. Please visit www.packers.com for info.

Green Bay Packers Lambeau Field Atrium 1265 Lombardi Avenue Green Bay, WI 54304

NEWS RELEASE FOR MORE INFORMATION FOR IMMEDIATE RELEASE CONTACT: Erin Waits Media Relations, Green Bay Packers 205-555-5555 [email protected]

Packers CEO & VP of Finance Under Investigation for Misuse of Funds

GREEN BAY, Wis.— An investigation is currently underway regarding allegations that

President and CEO Mark Murphy and Vice President of Finance and Administration Paul Baniel misused funds from the Green Bay Packers’ fifth stock offering.

Funds from the Packers’ fifth stock offering were intended to finance the $143 million renovation of Lambeau Field; however, a report by the New York Times alleges that $11 million was instead allocated to fund bonuses for Murphy and Baniel.

Until this information has been confirmed, the Green Bay Packers organization has forced these individuals to take administrative leave until further notice. Any and all employees of the Green Bay Packers organization, who had any information pertaining to the situation, have been questioned and are also under further investigation. At this time, the Green Bay Packers encourages all shareholders to exercise their right to vote on any policies or protocol issues pertaining to this financial misdeed.

“The Green Bay Packers organization is nothing without the trust and support from its

-MORE- fans, employees and shareholders,” Vice President and General Counsel Ed Policy said. “We want to ensure those individuals that the Packers will take all necessary measures to ensure their safety and financial well-being above all else.”

The Green Bay Packers’ mission is to always uphold the integrity of their shareholders’ investments and maintain a transparent and mutually beneficial relationship with them.

The Green Bay Packers is working closely with the National Football League and the

Securities and Exchange Commission to ensure that the situation is handled legally and correctly from this point forward.

“If the allegations are confirmed, employees and shareholders will be notified via press conference televised online,” Green Bay Packers Director of Public Relations Jason Wahlers said. “They will then have an opportunity to ask questions and voice their concerns.”

The Green Bay Packers organization, team and fan base are resilient and will overcome the misdeeds of those who have acted in their own interests.

-###-

Since 1919, the Green Bay Packers organization has striven to keep its fans, employees and the surrounding citizens of Green Bay, Wis., its top priorities. Existing as the third oldest team in the

Green Bay Packers Lambeau Field Atrium 1265 Lombardi Avenue Green Bay, WI 54304

Organizational Misdeed Fact Sheet

 An anonymous source has come forward to the New York Times and alleged that funds from the Packers’ fifth stock offering have been misused.  The Green Bay Packers organization has been accused of using $11 million of the proceeds from the Packers fifth’ stock offering to fund bonuses for President & CEO Mark Murphy and Vice President of Finance and Administration Paul Baniel.  All of the proceeds were intended to finance the $143 million renovation project to Lambeau Field.  As a whole, the Green Bay Packers organization was unaware of the alleged actions of members of the administration.  Investigations into these allegations are currently underway, and the Green Bay Packers organization is making this its number one priority.  If you have any information as to the allegations, we urge you to step forward. As employees, it is imperative we remain transparent in sharing information with one another.  At this time, please cut any ties to employees that are involved in these allegations.  No jobs will be compromised due to the alleged acts committed by these individuals.  The Green Bay Packers Organization will remain transparent in relaying any information as it comes available with you as well as the press.  Shareholders are encouraged to use their voting rights on any company policies or protocols pertaining to this financial misdeed.  The Green Bay Packers is working closely with the National Football League and the Securities and Exchange Commission to ensure that the situation is handled legally and correctly from this point forward.  We, as an organization, are resilient and will overcome the misdeeds of those who have acted in their own interests.

If you have any questions or concerns, please contact: Jesse Greener, Media Relations 205-555-1111 [email protected]

To: Green Bay Packers employees From: Ed Policy

To our Packers employees,

An investigation is currently underway regarding the alleged misuse of funds by President and CEO Mark Murphy and Vice President of Finance and Administration Paul Baniel. According to a report by the New York Times, these individuals misused the funds from the Packers’ fifth stock offering. These funds were intended to finance the $143 million renovation of Lambeau Field; however, it has been reported that $11 million has been allocated to fund bonuses for Murphy and Baniel.

The Green Bay Packers organization as a whole was unaware of the actions of the accused members of administration. If you have any information as to the allegations, we urge you to step forward. At this time, please cut ties to any employees that are involved in these allegations.

This is a time of uncertainty for the Green Bay Packers organization as a whole; however, your jobs will not be compromised due to this organizational misdeed. We will keep you updated on all information as we receive it.

The Green Bay Packers organization, team and fan base are resilient and will overcome the misdeeds of those who have acted in their own interests.

Ed Policy Vice President and General Counsel Lambeau Field Atrium 1265 Lombardi Avenue Green Bay, WI 54304 123-456-7899 [email protected]

Stay connected with your Packers: @packers Green Bay Packers

To: Green Bay Packers shareholders From: Ed Policy

To our Packers shareholders,

Until this information has been confirmed, these individuals have been forced to take administrative leave until further notice. Any and all employees of the Green Bay Packers organization, who had any information as to the situation, have been questioned and are under further investigation. The Green Bay Packers is working closely with the National Football League and the Securities and Exchange Commission to ensure that the situation is handled legally and correctly from this point forward.

The Green Bay Packers organization, as a whole, was unaware of the actions of the accused members of administration. If you have any information as to the allegations, we urge you to step forward. At this time, please cut ties to any employees that are involved in these allegations.

The Green Bay Packers organization values your trust and support in this time of uncertainty for the Green Bay Packers organization. At this time, we instruct all shareholders to exercise your right to vote on any policies or protocol issues.

We will keep you updated on any new information as we receive it. Our mission is to always uphold the integrity of our shareholders’ investments and maintain a transparent and mutually beneficial relationship with our shareholders. The Green Bay Packers organization, team and fan base are resilient and will overcome the misdeeds of those who have acted in their own interests.

Ed Policy Vice President and General Counsel Lambeau Field Atrium 1265 Lombardi Avenue Green Bay, WI 54304 123-456-7899 [email protected]

Stay connected with your Packers: @packers Green Bay Packers

Crisis Directory

Mark Murphy President and Chief Executive Officer 123.456.7890 [email protected]

Paul Baniel Vice President of Finance and Administration 123.456.7897 [email protected]

Tim Connolly Vice President of Sales and Marketing 123.456.7898 [email protected]

Ed Policy Vice President and General Counsel 123.456.7899 [email protected]

Rhonda Borowicz Senior Legal Assistant 123.456.8977 [email protected]

Carla Shrank Accounting Manager 123.456.8978 [email protected]

Nivole Ledvina Director of Human Resources 123.456.8979 [email protected]

Jason Wahlers Director of Public Relations 123.456.9787 [email protected]

Joan Malcheski Director of Packers Media 123.456.9788 [email protected] Craig Benzel Director of Marketing & Corporate Sales 123.456.9789 [email protected]

Wayne Wichlacz Director of Information Technology 123.564.7897 [email protected]

Cathy Dworak Manager of Community Outreach & Player/Alumni Relations 123.546.7898 [email protected]

Kate Hogan Director of Retail Operations 123.564.7899 [email protected]

Jennifer Ark Director of Guest and Stadium Experience 123.564.8977 [email protected]

Mark Wagner Director of Ticket Operations 123.564.8978 [email protected]

Ted Eisenreich Director of Facility Operations 123.564.8979 [email protected]

Doug Collins Director of Security/Risk Management 123.564.9787 [email protected]

Ted Thompson Executive V.P., General Manager & Director of Football Operations 123.564.9788 [email protected]

Russ Ball Vice President of Football Administration/Player Finance 123.564.9789 [email protected]

Mike Eayrs Director of Research and Development 123.654.7890 [email protected]

Rob Davis Director of Player Development 123.654.7897 [email protected]

Matt Klein Football Administration Coordinator 123.654.7898 [email protected]

Mike McCarthy Green Bay Packers Head Coach 123.654.7892 [email protected]

John Dorsey Director of Football Operations 123.564.7890 [email protected]

Bob Eckberg Video Director 123.455.7890 [email protected]

Gordon 'Red' Batty Equipment Manager 123.445.7890 [email protected]

Pepper Burruss Head Athletic Trainer 123.556.7891 [email protected]

Lisa Sterr Assistant Chief to Police 448-3244 [email protected]

Green Bay Police Administrative Department (920) 448-3200

Green Bay Press-Gazette (920) 435-4411 www.greenbaypressgazette.com

WBAY (ABC affiliate) www.wbay.com

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