COMM 373 Crisis Communications Plan
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Crisis Communications Plan Team 5 Penn State University 201 Old Main University Park, PA 16802 Written November 20, 2017 Laura Ritchey (Team Leader) Gwyneth Mulliken Joey Niedziejko Erica Patterson Sarah Pettoruto Tayah Price Halle Proper Jenna Provencher Meg Riley Courtney Rodrigues Tested December 1, 2017 Rehearsal Dates Schedule: June 1, 2018 December 1, 2018 CRISIS COMMUNICATIONS PLAN: SERIAL RAPIST PENN STATE UNIVERSITY Table of Contents Introduction………………………………………………………………………………………………2 Statement from Management…………………………………………………………………………….3 Acknowledgements………………………………………………………………………………………4 The Crisis Communications Team……………………………………………………………………….5 Purpose and Objectives…………………………………………………………………………………..6 Sequence of Critical Events……………………………………………………………………………...7 Crisis Scenario/Situation Analysis……………………………………………………………………….8 Alert Procedure………………………………………………………………………………………….11 Incident Identification Form…………………………………………………………………………….12 Risk Assessment Form………………………………………………………………………………….13 Telephone Tree………………………………………………………………………………………….14 Key Publics……………………………………………………………………………………………..16 Key Theme and Messages………………………………………………………………………………17 Communication Vehicles…………………………………………………………………………….….18 Designated Spokespersons…………………………………………………………………………...…19 Positioning………………………………………………………………………………………………20 Holding Statement………………………………………………………………………………………21 Fill-in-the-Blank Press Release………………………………………………………………………....22 Potential Q&A…………………………………………………………………………………………..24 Media Policies and Procedures…………………………………………………………………………29 Media Directory……………………………………………………………………………………...…30 Local, Regional and State Officials……………………………………………………………………..33 Emergency Personnel Contacts…………………………………………………………………………36 Crisis Control Room ……………..……………………………………………………………………..38 Collateral Materials……………………………………………………………………………………..40 Brochure on Sexual Assault and Rape: Tips on Prevention, Reporting and Resources………..40 Infographic: Rape Prevention and Safety Tips………………………………………………....42 Fact Sheet: Penn State University Park………………………………………………………...43 Fact Sheet: Rape………………………………………………………………………………..45 Photos…………………………………………………………………………………………..46 Internet Sources…………………………………………………………………………………………48 Dark Site………………………………………………………………………………………………...49 References……………………………………………………………………………………………....50 1 CRISIS COMMUNICATIONS PLAN: SERIAL RAPIST PENN STATE UNIVERSITY Introduction Dear Penn State Faculty and Staff, The Pennsylvania State University is pleased to provide the framework of our crisis communications plan that is to be used in conjunction with the press, family, friends and community members. Large universities like Penn State need to be aware of and respond to crises quickly and efficiently to ensure student, employee and public safety. Potential crises include murderers, rapists and other threats that include but are not limited to sexual assaults, bomb threats and campus shootings. This crisis communication plan is crucial in diffusing a serial rapist crisis to minimize harm to the public as well as combat negative media attention to uphold the reputation of The Pennsylvania State University. Our biggest concern is the protection and safety of students and community members, as it is vital to our mission as a university to ensure the campus environment is free from violence and crime. A plan has been devised on how to deal with a potential serial rapist on or around campus to make sure everyone is able to work together in keeping the public informed and solving the crisis at hand. By becoming familiar with the crisis plan, Penn State employees will be equipped to handle the situation with expertise. In a crisis situation, if the plan is not followed, we will continue to put the public at risk by not properly disseminating information and diligently working to solve the crime. By acting lackadaisical when facing a crisis, we risk the reputation and brand of Penn State being tarnished. Thank you for your cooperation. Sincerely, Eric J. Barron President, The Pennsylvania State University 2 CRISIS COMMUNICATIONS PLAN: SERIAL RAPIST PENN STATE UNIVERSITY Statement from Management Dear Penn State Employees, The university has launched a full investigation into a series of recent on-campus and near-campus sexual assault cases that have been reported to campus authorities. It is believed that these recent sexual assaults are being committed by a serial rapist at large in the State College area based on evidence gathered at each crime scene. As employees of the university, you will play an integral role in containing, managing and diffusing this crisis. Through a united effort, we can help victims of the crisis, keep our community safe and bring the perpetrator to justice. Your cooperation in crucial in this process. We have a communications plan in place for handling the situation, and the crisis communications team will lead in implementing the plan. However, regardless of your position within the university, we need you to remain informed and aware of the situation so you are prepared to assist the team through your individual efforts. It is especially important to be aware of the following: ● How to alert authorities to crimes and/or suspicious activities ● Where to refer victims for help ● How to promote safety among the Penn State Community We appreciate your support as we work through this crisis. We promise we are doing all we can to manage and resolve the situation, and that we are working towards a better future as a university. Please understand the elements of the crisis communications plan and contact your administrators with questions. More information is also available at https://sites.psu.edu/mockcrisis. Thank you, Eric J. Barron President, Penn State University 3 CRISIS COMMUNICATIONS PLAN: SERIAL RAPIST PENN STATE UNIVERSITY Acknowledgements Members of the crisis communications team: Thank you for your cooperation in the development of this crisis communication plan. It is crucial for the safety of the community that you read and understand the contents of the plan. Please sign below if you have fully read the information contained in the plan. By signing, you recognize that you have read, understand and feel prepared to implement the specified procedures outlined in the crisis communications plan if necessary. Please sign and deliver this agreement to your administrator as an acknowledgement of your understanding by December 15, 2017. You may contact our public relations team or your administrator with any questions or concerns. By signing, I confirm that I have fully read and understand the below crisis communications plan and feel prepared to put the stated procedures into effect if necessary. Name Title Signature Date Eric Barron President and CEO Nicholas P. Jones Executive Vice President and Provost Lawrence H. Vice President Strategic Lokman Communications Thomas PenKala Associate Director of the Board of Trustees Laura Gilham Executive Assistant Strategic Communications Lisa M. Powers Director of News and Media Relations Rachel Pell Associate Vice President News and Media Relations Zack Moore Vice President for Government and Community Relations Keith Morris Chief of Police Vicki Litzinger Victim Resource Officer Brian Bittner Emergency Management Director Kelly A. Mroz, Director of Student Legal Services Esquire 4 CRISIS COMMUNICATIONS PLAN: SERIAL RAPIST PENN STATE UNIVERSITY The Crisis Communications Team The crisis communications team is comprised of those individuals who will be actively involved in the dissemination of information in the event of a serial rape crisis. Name Title Email Eric Barron President and CEO [email protected] Nicholas P. Jones Executive Vice President and Provost [email protected] Lawrence H. Vice President Strategic [email protected] Lokman Communications Thomas PenKala Associate Director of the Board of [email protected] Trustees Laura Gilham Executive Assistant Strategic [email protected] Communications Lisa M. Powers Director of News and Media Relations [email protected] Rachel Pell Associate Vice President News and [email protected] Media Relations Zack Moore Vice President for Government and [email protected] Community Relations Keith Morris Chief of Police [email protected] Vicki Litzinger Victim Resource Officer [email protected] Brian Bittner Emergency Management Director [email protected] Kelly A. Mroz, Director of Student Legal Services [email protected] Esquire 5 CRISIS COMMUNICATIONS PLAN: SERIAL RAPIST PENN STATE UNIVERSITY Purpose and Objectives The purpose of this crisis communications plan is to efficiently manage and quickly resolve the current serial rapist crisis at hand. We intend to do so by encouraging the unified effort of all Penn State community members to protect and defend our community. Objectives of the plan include the following: ● To reach out to victims and offer them the assistance they need, physically and emotionally ● To educate at-risk publics and inform them of safety and precautionary measures they should take ● To implement and enable reporting procedures conducive to finding, stopping and capturing the serial rapist In a crisis, open and honest disclosure with all stakeholders is stressed. Individuals can best protect themselves and the community when they are informed, aware and prepared. Stakeholders include all members of the Penn State community, as well as the media and the surrounding State College communities (discussed in detail further in this plan). The University will not only work to overcome this crisis at the present time, but will also strive to