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Crisis Communication Plan Inc Crisis Communication Plan Inc. Response to customer security breach and preparedness for exposing customer credentials Prepared by: Savannah Woodall November 22, 2016 Plan Test Date: Jan 1, 2017 Table of Contents A Message from our CEO …………………………………………..3 Acknowledgements……………………………………… ……………4 Purpose & Objectives…………………………………………………5 Key Publics- Internal…………………………………………………..6 Key Publics- External………………………………………………….7 Crisis Communications Team………………………………………..8 Media Spokesperson…………………………………………………9 Media Spokesperson-Trick Questions…………………………….10 Experts ………………………………………………………………….11 Emergency Personnel………………………………………………..11 Crisis Control Room- Equipment & Supplies…………………….12 Crisis Control Room- Room Layout………………………………..13 Key Messages…………………………………………………………14 Dissemination of Key Messages……………………………………15 Pre -Information………………………………………………………..16 Pre- Information-New Release………………………………………17 Evaluation……………………………………………………………..18 Closing Statement…………………………………………………….19 2 A Message from the CEO Google Inc. is dedicated to making the user experience the most positive that it can be. Our core values are openness, general ethics and corporate citizenship, and we plan to stand by those values even during times of crisis. We take security issues very seriously and will respond swiftly to fix security issues. When properly notified of legitimate issues, we’ll do our best to acknowledge the problem, assign resources to investigate the issue and fix potential problems as quickly as possible. As a provider of software and services for many users, advertisers, and publishers on the Internet, we recognize how important it is to help protect your privacy and security. We understand that secure products are instrumental in maintaining the trust you place in us. This potential security crisis would be detrimental to our company because we have promised the greatest security in regards to customer credentials. It is critical that we are prepared for an event of this nature. This crisis communication plan provides step-by-step instructions on what to do if a security breach occurs and customer credentials are released. Please read through the entire document to be more adequately prepared for a similar crisis. We will continue to the stand by our existing measures like the Google Vulnerability Reward Program. I appreciate your service to the Google Company and look forward to enacting this plan at the upcoming test date. Sincerely, Sundar Pichai 3 Acknowledgements By signing this agreement, I verify that I have read this plan and am prepared to enact this plan. Chief Executive Officer of Alphabet Inc. ______________ ______ Larry Page Signature Date President of Alphabet Inc. ______________ ______ Sergey Brin Signature Date Chief Executive Officer of Google Inc. ______________ ______ Sundar Pichai Signature Date People Operations Director ______________ ______ Lazlo Bock Signature Date Marketing & Communications Director ______________ ______ Annie Baxter Signature Date Finance Director ______________ ______ Mike Roszak Signature Date Technical Solutions (Gtech) Director ______________ ______ Munazah Chowdhury Signature Date 4 Purpose & Objectives Purpose Statement In the event of a security breach, we will immediately have an open door policy. One of Google’s core values is openness. To ensure that we honor this value, we will immediately inform customers of the breach and any credentials that may have been released. In addition, it is our hope to maintain this open policy with the media and company stakeholders. Finally, in response to this we will provide clear instructions on how we are improving security measures and will offer restoration of files or monies lost. Objectives 1. Initiate the Crisis Communication Plan within 1 hour. 2. Assemble the team within the first 30 minutes. 3. Move up the chain of command to inform all affected parties internally. 4. Provide a press release on our commitment to offering safe systems and being transparent regarding the details of the breach within 3 hours. 5. Maintain a positive presence with the Media by emphasizing our core values. 6. Refer all media questions to internal media spokesperson 7. Use Google Public Alerts to send updates regarding the details of the breech. 8. Conduct an evaluation survey on the Crisis Communication Plan within 2 days of the event. 9. Return to normalcy. 5 Key Publics- Internal The internal key publics include the CEO of Google and the CEO and President of Alphabet Inc. (the company that owns Google). These individuals should be notified of the security breach immediately. It is critical that the directors of the Google teams be notified so that they can inform the rest of the organizations and uphold their responsibilities. They will be contacted via Google hangouts and email. These individuals will also be briefed during an emergency meeting. Name Title Email Phone Larry Page CEO- [email protected] 650.214.1722 Alphabet Inc. Sergey Brin President- [email protected] 650.253.0000 Alphabet Inc. Sundar CEO- Google [email protected] 650.786.3495 Pichai Inc. Lazlo Bock People Op. [email protected] 212.375.6587 Director Annie Marketing & [email protected] 212.375.0986 Baxter Comm. Director Mike Finance [email protected] 212.375.4367 Roszak Director Munazah Gtech [email protected] 212.375.1276 Chowdhury Director 6 Key Publics- External Google’s external key publics should be notified within 3 hours of the crisis. Those who we could consider to be external key publics include but are not limited to: media outlets, affected customers, and shipping/distribution companies. The media outlets that we work closely with include CNN, FOX, the New York Times, and the Wall Street Journal. Annie Baxter will be responsible for contacting the media outlets to share the information through the use of a press release. Customers who have had their information exposed will be contacted via Gmail and Google Public Alerts. Finally, shipping companies who are affiliated with the Google play store will be alerted via email. Media Contacts: Outlet Email Phone CNN [email protected] 212.275.8030 FOX [email protected] 873.396.4762 NYT [email protected] 212.556.1600 WSJ [email protected] 202.334.7320 Google Play store affiliated companies: They will be contacted via email and through social media. Outlet Email Phone PayPal [email protected] 212.275.8794 Verizon [email protected] 212.395.2355 Customers: Customers will be informed through the use of their personal Gmail account in addition to Google Public Alerts. We will also publish news on our website and social media pages. 7 Crisis Communications Team The members of the crisis communication team are listed below. While we have a specific team in mind, Google will need all hands on deck in a crisis of this nature. Name Title Email Phone Number Larry Page CEO- Alphabet [email protected] 650.214.1722 Inc. Sergey Brin President- [email protected] 650.253.0000 Alphabet Inc. Sundar Pichai CEO- Google [email protected] 650.786.3495 Inc. Lazlo Bock People [email protected] 212.375.6587 Operations Director Annie Baxter Marketing & [email protected] 212.375.0986 Communications Director Mike Roszak Finance Director [email protected] 212.375.4367 Munazah Gtech Director [email protected] 212.375.1276 Chowdhury Nicole Mouton Communications [email protected] 212.375.9654 Manager Robert Half Senior Data [email protected] 212.375.6532 Analyst Marc Schoenen Financial [email protected] 650.875.0098 Analyst Quoc V. Le Research [email protected] 650.846.7659 Engineer 8 Media Spokesperson In the event of a crisis, the media spokesperson will be the Director of Marketing & Communications. If the Director of Marketing & Communications is not available, the spokesperson will be our People Operations Director. The media spokesperson is equipped to handle the media and has been trained in public communications. The spokesperson will be knowledgeable of the crisis at hand and will work with our experts and crisis communications team prior to any interaction with the media. Choosing an individual with public communication experience will ensure that Google will be able to deliver a message that is both positive and informational. Contact Information Annie Baxter Director of Marketing & Communications Phone: 212.375.0986 Email: [email protected] Lazlo Bock Director of People Operations Phone: 212.375.6587 Email: [email protected] Interview Tips for Media Spokesperson 1. Prepare for the worst-case scenario. 2. Always answer truthfully. 3. It is better to say you don’t know, than to answer incorrectly. 4. Be consistent. 5. Continue to stress our key messages of openness, security and citizenship. 9 Media Spokesperson-Trick Questions Q. The Google credentials crisis has affected more than __________ users, how do plan to fix this? A. First, ensure that they have the correct data without sounding defensive. Then say, “The crisis has affected ____ users to date; however, Google is dedicated to maintaining openness with our customer and is improving security systems. We plan to analyze where the security breach occurred and will be using our Vulnerability Reward Program to reimburse customers. “ Q. What measures is Google taking to ensure that this will not happen again? A. First, note that this question has already been asked. Media enjoys asking the same questions over and over. Remember to be consistent and then answer, “Google plans to analyze the details of the security breach to find the hole. In the meantime, we will be assisting affected customers through the Vulnerability Reward Program. Our greatest goal is to ensure that we continue to have an open line of communication to our users.” Q. Apple hasn’t had a security breach in the last ___ years, how do you think this will affect the Google company? A. Don’t let it be about your competitor. Instead of commenting on other companies, answer the question with reference to your own strengths and qualities. “Google has made a positive presence in the lives of users since 1998. It is our hope that people will continue to see that our company desire to build a community of inclusion, system of safe security, and class of corporate citizenship.” Q.
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