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