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1
Baltimore Ravens: Domestic Violence Crisis Communication Plan
Index
History/Culture………………………………………………………………………………………………………….…..2
SWOT Analysis……………………………………………………………………………………………………………….3
Purpose……………………………………………………………………………………………………………………...….4
Expectations……………………………………………………………………….………………………………………….4
Objectives………………………………………………………………………………………………………………..…….5
Crisis Communication Team……………………………………..…………………………………………………….5
Using the Crisis Communication Plan………………………………………………………………………….…..6
Key Publics…………………………………………………………………………………………………………………….7
Key Messages…………………………………………………………………………………………………………………7
Timeline and Checklist…………………………………………………………………………………………………...9
Post Crisis Review………………………………………………………………………………………………………..10
Appendices……………………………………………………………………………………………………………….…11
Contact Information…………………………………………………………………………………………………….13
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Baltimore Ravens: Domestic Violence Crisis Communication Plan
History/Culture
In 1996 the NFL approved the Cleveland Browns to move to Baltimore and become the
Baltimore Ravens under head coach, Ted Marchibroda. The Ravens’ first regular season
game was played before 64,124 fans, the largest crowd in Baltimore professional sports
history. In 1999, Brian Billick became the second head coach in Baltimore Ravens history
and Ozzie Newsome, the Ravens VP of Player Personnel, at the time, was selected for
induction into Pro Football’s Hall of Fame. The NFL owners approved the sale of 49% of the
Ravens to Steve Bisciotti in the year 2000, the same year that the Ravens won their first
NFL Championship. In 2001, over 200,000 people attended the Baltimore Ravens’ Victory
Parade. Ozzie Newsome was named the NFL’s first minority general manager in 2003. In
2004, Steve Bisciotti’s purchase of the remaining 51% of the club was approved. The third
coach in Ravens history, John Harbaugh was hired in 2008. In 2012, the Ravens won their
second Super Bowl Championship, after one of the most exciting postseasons in NFL
history. In 2013, the Ravens failed to make the playoffs for the first time since 2008. The
Ravens improved their record in 2014 and did make it to the playoffs. Most recently, they
are preparing for the 2015 season.
The culture of the Baltimore Ravens is largely based on the fact that in 1996 the Ravens
brought pro football back to Baltimore after a thirteen year deficit. The Baltimore Ravens
were also named by the people of Baltimore in a contest. The name was based on the poet
Edgar Allan Poe’s famous poem, as it was believed he wrote it while living in Baltimore. The
Ravens are a young football team, but have included talented players such as Vinny
Testaverde and Ray Lewis. Even though the Ravens have only been in Baltimore since
1996, the city has a long love of the game, and the Baltimore Ravens have since made
Baltimore their home.
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Baltimore Ravens: Domestic Violence Crisis Communication Plan
SWOT Analysis
Strengths A history in Baltimore that spans almost
20 years Loyal fan base History of success in the League A strong recognizable brand Current team of strong players
Weaknesses The talent/skills of current players Injuries before/during season Fair weather fans Ticket prices Facilities constant need of
maintenance/repair
Opportunities Potential to gain new talent from
drafts/free agency Continued improvement of current
players New coaches Interaction with fans through
giveaways/social media
Threats Players personal lives/pasts Long term injury concerns about the
game The other teams in the NFL The other major league team in
Baltimore (Baltimore Orioles- MLB) Other major league sports organizations
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Baltimore Ravens: Domestic Violence Crisis Communication Plan
Purpose
Domestic violence has a very distinct negative impact on interpersonal relationships,
families, the community, and society as a whole. The definition of domestic violence is,
“violent or aggressive behavior within the home, typically involving the violent abuse of a
spouse or partner.”1 There are many who are impacted by the ramifications of domestic
violence every day. First and foremost the Baltimore Ravens organization seeks the
prevention of acts of domestic violence and works to support victims of these situations.
However, with the knowledge that these crimes may never be fully eradicated, it is
important for the organization to be fully prepared if/when such a crisis occurs, involving
one or more Baltimore Ravens players/public figures.
The Baltimore Ravens Public and Community Relations department has developed this
crisis plan for use during a domestic violence incident involving a Baltimore Ravens player.
This plan may be used by the player, his agent, legal counsel, and Baltimore Ravens
management team to prepare for a domestic violence related crisis before one occurs.
Expectations
In the event of a domestic violence situation involving a Baltimore Ravens player, the
Baltimore Ravens expect the player to be accessible, compliant, and honest. The player is
expected to realize that his behavior is a reflection upon himself and the Baltimore Ravens
organization as a whole. All guidelines in this plan must be adhered to by various involved
parties in a domestic violence crisis situation.
The key strategy for this plan is for the player to immediately assume an honest,
cooperative, and contrite posture. He will be expected to address fans and other publics
immediately to offer a sincere apology and to establish his desire to work together with law
enforcement and counseling programs to receive assistance in this area.
Guidelines for any and all communication by the player are discussed in the Key Messages
section of this plan. If, due to legal reasons the player cannot face the media in person, his
agent, attorney, or other representative will be appointed to speak on his behalf.
1https://www.google.com/search?q=definition+domestic+violence&rlz=1C1AVST_enUS356US362&oq=definistion+domes&aqs=chrome.2.69i57j0l5.5786j0j4&sourceid=chrome&es_sm=122&ie=UTF-8
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Baltimore Ravens: Domestic Violence Crisis Communication Plan
Objectives
To adequately prepare players, agents, and the Crisis Communication Team to
effectively manage a domestic violence crisis situation.
To ensure consistent communication to stakeholder groups from all associated
parties during a crisis.
To maintain the reputation of the Baltimore Ravens in the event of a domestic
violence incident involving a player.
To strengthen the stance of the Baltimore Ravens as a supporter of the nonviolent
treatment of women.
To establish a post-crisis review plan in the event of a Domestic Violence Crisis
involving a Baltimore Ravens player.
Crisis Communication Team
All Crisis Communication Team members are responsible for knowing and strategically
implementing the details of the Domestic Violence Crisis Plan. Crisis Communication Team
members must be prepared to handle a crisis prior to the occurrence/discovery of a
domestic violence incident. The Crisis Communication Team will consist of:
Player’s Agent
Legal Counsel
General Manager: Ozzie Newsome
Head Coach: John Harbaugh
Senior VP, Public and Community Relations: Kevin Byrne
Public and Community Relations Team
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Baltimore Ravens: Domestic Violence Crisis Communication Plan
Using the Crisis Communication Plan
This plan is for use by the Baltimore Ravens players, their agents, legal counsel, and
Baltimore Ravens management to guide them in their preparation in the case of a domestic
violence crisis involving a Baltimore Ravens player. Other actions may be necessary beyond
the action steps of this plan, including but not limited to:
Marital/Relationship Counseling
Personal Counseling
Psychiatric Evaluation
Alcohol/Drug Rehabilitation
Removal of environment/relationship in which domestic violence occurred (beyond
what the law would require)
It is critically important that all pertinent information is brought forward at the time of any
domestic violence occurrence/incident. Discovery of any past transgression may result in
further disciplinary actions on the part of the Baltimore Ravens or their partners.
A player’s agent must be knowledgeable in this area and is responsible for working
together with the Baltimore Ravens to ensure the protection of both their client’s and the
organization’s reputation.
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Baltimore Ravens: Domestic Violence Crisis Communication Plan
Key Publics
Media
Baltimore Ravens players are expected to maintain a good rapport with the media. They
must act with dignity and respect toward all media personal, on/off the field, and on/off
camera. In the event of a domestic violence situation the Baltimore Ravens Senior VP of
Public and Community Relations will schedule news conferences and media briefings as
soon as possible and continuing as more information is available. This will allow some
control of the message and full candor with the public.
Fans
Baltimore Ravens players are beholden to their fans and are expected to be honest and
accessible to them. Communication with fans remains of the utmost importance.
Partners/Sponsors
Baltimore Ravens players must keep in mind that team/personal partners and sponsors
require a certain caliber of character from players. Candor with this group is important to
ensure the future of any interaction/relationship.
Key Messages
During a crisis the spokesperson(s) of the Crisis Communication Team will provide timely,
accurate information to the key publics and other stakeholder groups. Talking points are
provided on the next page.
Every case of domestic violence is different, but in most cases someone was injured. Since,
often, injury is involved and the investigation is pending, the player’s attorney may speak
on his behalf. The Baltimore Ravens’ spokesperson(s) will be determined by the Crisis
Communication Team.
The release of information and comments to the Key Publics will be limited to the
appointed spokesperson(s) and Baltimore Ravens’ official online media channels. Other
members of the Baltimore Ravens organization must maintain a professional demeanor,
but, are to refer media to the Public and Community Relations Team for a response.
Teammates of the player who was involved in a domestic violence incident may express
their regrets about the situation, but are to make no other comment without the express
consent of the Crisis Communication Team.
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Baltimore Ravens: Domestic Violence Crisis Communication Plan
PLAYER Statement Crisis Communication Team must ensure that there are no legal ramifications. If applicable the player may use these talking points as a reference:
First, I would like to apologize for my actions on (date). I am ashamed of my behavior and the pain I have caused. I would like to apologize to (victim). I will immediately be seeking the help I need to make sure I do not put anyone in danger ever again. At this time, I ask for your forgiveness and your continued thoughts and prayers.
I know people look up to me and I hate that I let them down. I hope my fans can forgive me.
I recognize that I need help and I will be seeking (name of counseling).
TEAM Statement All team communication should remain consistent.
We have been made aware of the situation with (player). We would like to express our deep disappointment and concern about this situation. We have expressed our disappointment to him and he understands that this type of behavior is unbecoming of a Baltimore Raven.
We remain supportive of (player’s) efforts to seek help in this area.
Disciplinary measures have been taken and will be enforced by the League.
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Baltimore Ravens: Domestic Violence Crisis Communication Plan
Timeline and Checklist
During a crisis is important to communicate to the Key Publics as soon as possible. Once
the Crisis Communication Team is notified about a domestic violence situation by the
player’s agent, use the following checklist to release information. Timeframes can be
adjusted if necessary.
Please keep in mind this is a guideline. Other communication may be required depending on the situation.
First Few Hours Next 12 Hours Day 2 Day 3- Closure
Player’s Agent Alerts
Crisis Communication
Team
Convene Crisis
Communication Team and
discuss specific challenges
Establish lead
spokesperson(s)
Clarify legal
concerns/issues
Prepare/Adapt Key
Messages
Hold an initial news
briefing
Post facts of the situation
on official website
Explanation email to all
internal personnel
Develop and send a media
blast
Use all social channels to
drive traffic to official
team statements on
official website
Appoint small sub-
group of Crisis
Communication
Team members to
monitor media
traction
Appoint small sub-
group of Crisis
Communication
Team to monitor fan
response/social
media
Keep all media
inquiries on file
Monitor other media
channels
Respond to
developing reports as
necessary
Schedule a longer
press conference
Continue to update
all areas as
information becomes
available
Prepare and release
formal press release
Continue to respond
to media inquiries
Reconvene Crisis
Communication
Team and discuss
emerging issues
Train player for
media interaction
and advise his next
course of action
Put into place any
disciplinary action
Update all internal
employees
Continue to update
Key Publics with the
Key Messages
Maintain honesty,
even in the face of
new developments
Respond to media
promptly
Respond to
outstanding issues
Update official
website with
developments
Continue to monitor
social channels and
update as needed
Update internal
employees as needed
Upon Closure Convene Crisis Communication Team to evaluate effectiveness of Domestic Violence Crisis Plan
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Baltimore Ravens: Domestic Violence Crisis Communication Plan
Post Crisis Review
Crisis Communication Team Evaluation
Following a domestic violence crisis, the Crisis Communication Team will convene to
review the effectiveness of this Domestic Violence Crisis Communication Plan. All members
of the Crisis Communication Team will attend this mandatory meeting.
Agenda will include:
Evaluation of the promptness of the Crisis Communication Team
Review of the responses of the Crisis Communication Team
Discuss strengths and weaknesses of the Crisis Communication Plan as written and
implemented
Discuss unforeseen complications and potential preparations for the revised plan
Discuss future responses to similar crises
Following the assessment of the Baltimore Ravens: Domestic Violence Crisis
Communication Plan, the Senior Vice President of Public and Community Relations will
appoint various staff members to:
Collect and Review the media coverage of the crisis to ensure that the messaging
was consistent and accurate
Follow up with any outstanding issues
Review feedback of Key Publics and revise the Crisis Plan accordingly
Revise the Crisis Plan according to the Crisis Communication Team Evaluation
Distribute revised plan to all involved parties, especially the Crisis Communication
Team
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Baltimore Ravens: Domestic Violence Crisis Communication Plan
Player’s Agent
NFL Conduct
Committee
General
Manager
Owner Head Coach
Legal Counsel NFL Player’s
Union Rep.
PR Team
Local
Authorities
Assistant
Coaches
Staff
Media Publics
Players
Communication Flow
12
Baltimore Ravens: Domestic Violence Crisis Communication Plan
Contact: Kevin Byrne FOR IMMEDIATE RELEASE
Tel: (410) 261-7283
Cell: (410)123-4567
Email:[email protected]
Baltimore Ravens Player (Name) Involved in Domestic Violence Dispute
BALTIMORE, Date—In light of the news surrounding the behavior of (Player) the
Baltimore Ravens would like to express their deep disappointment in his actions. The
Baltimore Ravens will be working closely with law enforcement throughout this entire
process.
On (date), (Player) was involved in a domestic dispute with his significant other. At (time)
the police were called to the scene. (Victim) had multiple bruises and lacerations and
reported chest pain when paramedics arrived on the scene. (Victim) was rushed to the ER
at Johns Hopkins Hospital. (Victim) is stable and at home recovering. (Player) was arrested
at the scene and is being held on bail.
According to Head Coach John Harbaugh, “We are very distressed with the situation. We
have made it very clear to (Player) that we are greatly concerned. We take this matter very
seriously, and our thoughts and prayers are with (Victim).”
About the Baltimore Ravens
Since 1996, the Baltimore Ravens have brought the best in professional football to the
Baltimore area. Currently, John Harbaugh serves as Head Coach and the team’s owner is
Steve Bisciotti.
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Baltimore Ravens: Domestic Violence Crisis Communication Plan
FOR QUESTIONS/COMMENTS ABOUT THIS PLAN
Senior Vice President, Public and Community Relations
Kevin Byrne
Vice President of Public Relations
Chad Steele
M&T Bank Stadium
1101 Russell Street
Baltimore, MD 21230
Telephone: (410) 261-7283
www.baltimoreravens.com