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Brookfield Zoo Crisis Plan This assignment was centered around a Brookfield Zoo crisis provided by my professor, Dr. Becky Hayes. The assignment was to work as a team to create an entire crisis plan serving any issue that could affect the zoo and address an actual crisis situation based on the plan we created. Target publics for the project included my professor, Dr. Rebecca Hayes and theoretically internal Brookfield Zoo audiences. The objective was to address the Chief Advancement Officer wearing a seal fur coat to a fundraising event and the boycott that irrupted by animal rights protestors. Since this was a group project I was active in generating ideas in every aspect of the project. I individually wrote the Social Media Strategies, Press Kit Template, and the Organizational Backgrounder Evaluation on this project was through meeting our objective. This assignment was for class purposes; however the objective to address the Brookfield Zoo boycott and to develop a sturdy crisis plan was met. Through researching cases similar my group and I were able to develop the appropriate response to the crisis at hand without tarnishing the zoo’s long standing reputation.
Crisis Communication Plan
Updated May 1, 2014
By: Tori Atwood, Kelsey Bishop, Rory Garrity, Tayler Hoffman,
Marysia Mackenzie, Lauren Ruzicka, & Tracey Sands
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Table of Contents
Crisis Communication Plan
Introduction ................................................................................................................3
Mission Statement & Plan .........................................................................................3
Potential Crises ..........................................................................................................4
Crisis Management Team & Roles ............................................................................4
Key Publics & Stakeholders ......................................................................................6
Crisis Preparation & Prevention Plan ........................................................................6
Media Audit ...............................................................................................................7
General Social Media Plan .........................................................................................7
Third Party Potential Supporters ................................................................................8
Immediate Response Checklist ..................................................................................9
Communication Channels Worksheet ........................................................................10
Key Messages Worksheet ..........................................................................................12
Press Release Template ..............................................................................................13
Organizational Backgrounder ....................................................................................14
Media Log Sheet ........................................................................................................16
Crisis Team Contact Information ...............................................................................19
Evaluating the Crisis Plan ..........................................................................................20
Seal Fur Coat Crisis
Seal Fur Coat Crisis Response Strategy .....................................................................23
Seal Fur Coat Crisis Press Release ............................................................................24
Seal Fur Coat Crisis Key Messages ...........................................................................25
Seal Fur Coat Crisis Social Media Strategy ...............................................................26
References ..................................................................................................................28
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Introduction
Brookfield Zoo, also known as the Chicago Zoological Society, houses over 450 species
of animals. They are known for using moats and ditches for the animals instead of cages to
separate the different animals. In any normal circumstance, Brookfield Zoo operates under a
strict set of policies, bylaws, and procedures that have been set in place to assure that the daily
operations of the zoo are run efficiently and in a professional manner. The chains of command,
as well as the communication during the normal operations are clearly spelled out and are
documented below. The plan will include the following:
• Contact information for crisis team and the roles they play
• Media procedures and logs
• Key message platforms for publics and the media
• Guidelines for social media
However, in times of crisis and/or in cases of natural disasters, the guidelines for normal
daily operations may not be appropriate and/or effective in a worst-case scenario. It is for these
reasons that a contingency plan must be set into place. Without such a plan, a crisis situation may
lead to irreplaceable damage to the organization. Consequently, Brookfield Zoo could potentially
expose itself to a variety of other liabilities leading to image and reputation damage, inside and
outside the organization. Failure to respond in a timely manner to a crisis situation could lead to
simple problems, but eventually affect the entire industry as well.
The purpose of this plan is to help assist the staff and management in making quality
decisions in a timely manner during a crisis situation. It is important to remember that this plan is
meant to only serve as a resource in a time of crisis. It is more of a guide and is not meant to be
all-inclusive. It will assist management, and ensure the continuation of the various activities and
services that are provided by Brookfield Zoo.
Attached is a form of a working document that should be continually updated, reviewed
and revised as necessary. Potential situations of crises may arise that have not yet been addressed
up to this point and will need to be added on a later date.
Mission Statement & Plan
The purpose of this plan is to clearly and efficiently communicate Brookfield Zoo’s
commitment to crisis management and uphold the positive reputation and image of the zoo. The
plan will involve the zoo as a whole including Brookfield Zoo staff, Board of Directors, and
management. It is also designed to effectively communicate internally and externally. Having a
plan that is ready to be executed will benefit Brookfield Zoo and will play a key role in saving
time in preparation for when a crisis arises.
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Potential Crises
Below is a list of potential crises that may occur within Brookfield Zoo. This list does not
include all potential crises; however, it is a guide to begin the preparation process.
Likely Crises:
Malevolence
• Kidnapping
Workplace Violence
• Injuries to Zookeepers from animals
Rumors
• Stakeholders believing animals are being mistreated due to miscommunication/rumors
Challenges
• Animal Activists fighting against caging animals
• Ticket sales drop
• Child goes missing from group
Technical Error Accident
• Fire to building(s)
Human Error Accident
• Zookeeper injured from breaking protocol with animals
Organizational Misdeeds
• Mistreating the animals
Unlikely Crises:
Natural Disaster
• Tornado
Malevolence
• Terrorism
Human Error Accident
• Animal escaping from zoo/cage due to unlocked cages
• Visitor falling into cage or getting too close in the vicinity of animals and getting injured
Crisis Management Team & Roles
Roles:
Tracey Sands: Spokesperson
• Will know and understand how to communicate consistent and accurate messages in a
timely manner
o In order to prepare for the following, the spokesperson must undergo media
training
! Social Media: brief, descriptive messages; update frequently as new
information comes through (communicate when necessary, but do not
withhold information)
! Other Media: transparent, empathetic messages, open to questions and
easy to get ahold of with a quick response
! Press Conferences: must be attentive, listen well, answer quickly and be
prepared for any question/remark from the press
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• Works with general liaison as the back-up spokesperson, this will support the
organization in case the first spokesperson is unavailable to speak/communicate for any
reason
Tori Atwood: Public Health and Safety Officer
• Will be prepared for basic to fatal injuries, including but not limited to:
o Seizures
o Panic Attacks
o Loss of blood
o Animal attacks
o Major cuts/bruises
• Will be prepared for any bacteria/viruses spread throughout the zoo stemming from
animals or humans
Marysia Mackenzie: Legal/Attorney
• Will be prepared for lawsuits from customers, stakeholders, animal activists, etc.
o Understands Brookfield Zoo procedures, safety codes, rules/regulations
o Understands the legal ‘ins and outs’ of the zoo
Lauren Ruzicka: Groundskeeper/Facility Manager
• Leader in the grounds and facility of the zoo
o Must know:
! Evacuation plan
! Location of equipment
! How to properly treat the animals during any crisis
• Main goal is to protect the land and the animals of Brookfield Zoo to keep safe and
unharmed from any situation/crisis
Kelsey Bishop: General Liaison/Backup spokesperson
• Works as a leader and keeps the team organized and on task
• Works directly with the Spokesperson.
o Will be the first contact person when the original spokesperson is unavailable.
! (As above) will undergo media training and be prepared for every
situation with the media
Tayler Hoffman: Finance/Business Officer
• Will keep track of revenue gain/loss during a crisis
o Including reputation and customer approval gain/loss
• Will help determine the financial plan for resolving a crisis
o What finances Brookfield Zoo has to spend to recover, along with what finances
Brookfield Zoo has for maintaining its’ normal functioning
Rory Garrity: Chief of Public Officials (police, fireman, EMT, etc.)
• Will be on call for any crime, injury and/or fire
o Brookfield Zoo police/security will work with these public officials to create a
team that is strong and determined
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• Main priority is the civilians
o Do whatever is best for the civilians safety
Key Publics & Stakeholders
Key publics or stakeholders that are affected during a crisis need to be contacted by the
crisis management team. The crisis management team never neglects any information about the
organization.
The Community:
• Brookfield Zoo has its own community, which can lead to certain needs and problems the
zoo will face. For example, safety regulations, noise, cleanliness, certain smells from the
animals, inconvenience of car parking spaces, etc.
Customers:
• Brookfield Zoo can bring in a lot of individuals from around the area. Individuals in the
neighborhood that are consistent visitors of the zoo will apply for membership passes.
Suppliers:
• There are suppliers who supply service for the zoo such as food, drinks, and there are
suppliers who supply products for the animals such as food, cages, toys, etc.
Employees:
• The employees of Brookfield Zoo allow the zoo to function properly by ensuring safety
needs for the public. They work together to achieve goals that any actions Brookfield Zoo
takes will support a consistent identity for the company and will clearly communicate
messages to the internal organization and to the public.
Distributors:
• Individuals who handle the goods in bulk between producer and consumer based on what
the zoo needs in a certain amount of time.
Opinion leaders:
• All people who express opinions that can harm or help the zoo. Opinion leaders can range
from parents to protesters. They have certain beliefs and get groups together to jump on
board with what they think about a specific topic.
The Media:
• The media is Brookfield Zoo’s direct route to your publics. Publishers, producers, editors
and journalists have total control over what the publics see and hear in the media.
Crisis Preparation & Prevention Plan
Preparation Plan:
• Define the scope of the crisis: Brookfield Zoo must state if the crises are local, regional,
national, or international.
• Establish a unified response: Brookfield Zoo should have one spokesperson and one
person to release statements to the media.
• Keep the message simple, clear, consistent and tailored to each audience.
To prevent future crises, our crisis team must understand the media will/want to know
what happened, why it happened and what the organization is going to do to ensure it never
happens again. It is important for all staff members and board members to start a recovery and
restoration process as soon as a crisis occurs so that the organization is able to prevent the
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problem in the future. By applying the following steps the organization should recover physically
and mentally.
Prevention Plan:
• Local Papers
o BrookfieldNOW
• Local Radio
o WGN
• Twitter Feed
• YouTube
Media Audit
Traditional Media
Television:
ABC 7 Chicago (312) 750-7777
NBC Chicago (312) 836-5555
WGN-TV (773) 528-2311
Fox Chicago (312) 565-5532
CBS Chicago News (312) 899-2222
Radio:
WGN (312) 981-7200
Newspapers:
Chicago Tribune (800) 874-2863
Daily Herald (847) 427-4333
Chicago Sun-Times (312) 321-3000
New Media
Blogs:
Chicago Zoological Society - Youth Conservation Blog
Your Green Life - Shawna Coronado
@ShawnaCoronado
General Social Media Plan
We will use social media as one of our main tactics to reach out to our audience. All
employees will have access to social media accounts and knowledge of proper steps to inform
the audience of any crisis. Within 24 hours of the crisis-taking place, all accounts will be
updated in response apologizing for our faults and actions taken to prevent future
occurrences. We will use these outlets to thank our customers for their understanding and
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appreciation during the difficult time within our organization and assure that it will not transpire
again.
o All employees will be trained to post a status from Brookfield Zoo’s Facebook
account in immediate response to a crisis faced.
o Due to a large amount of feedback from the audience, individual comments will
not be rational.
o Statuses will be updated regularly as information is received.
o The account will be transparent and will reach out to any audience that is
concerned or questioning the problem.
o All employees will be trained to post a tweet from Brookfield Zoo’s Twitter
account informing the audience of the crisis in condensed form.
o Due to limited amount of characters used, all employees will attach a link of the
article from our website that our followers will be able to access.
o All tweets will be apologetic and will reach all customers affected
o Tweets will be posted live as information is being received, keeping our audience
informed.
o Our employees will answer all followers with direct questions in a timely manner.
o We will encourage our customers to direct message our organization or reach out
to us on a different media outlet.
o We will be transparent throughout all of our tweets and direct messages.
o This outlet will be used to give the audience a visual of our progress.
o All employees will be properly trained to use pictures with captions explaining
our crisis.
• YouTube
o Videos will be posted as information is being given to our organization of our
CEO explaining the situation to our audience.
o The videos will give our organization the opportunity to apologize
o Videos will not always be necessary depending on the severity of the crisis.
o Videos will be updated regularly
Third Party Potential Supporters • Hinsdale Humane Society
o The Humane Society cares about the protection of their animals. They want to
make sure that Brookfield Zoo is taking care of their animals in a proper manner.
They will help Brookfield Zoo deliver the proper ways to take care of our animals
with the most superior techniques.
• Bison Circle
o Bison Circle is another organization that would support Brookfield Zoo if in a
crisis. The Bison Circle is an organization that inspires to connect people with
wildlife, animals and nature. With this relationship, Bison Circle is able to
promote the importance of conservation and healthy well being for animals and
nature. Because of their ideals and values, Bison Circle supports the effort
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Brookfield Zoo takes in making sure the animals are well kept and the lands are
well preserved.
• Shedd Aquarium
o Shedd Aquarium has been affiliated with Brookfield Zoo in the past, and they also
deal with a great variety of animals and wildlife. Shedd Aquarium would be able
to help Brookfield Zoo with the many aspects of care and protection of our
wildlife, because they deal with these duties on a day-to-day basis.
• Forest Reserve District of Cook County
o The mission of Forest Preserves of Cook County is to restore and manage the
natural landscapes in the Cook County area. The organization wants to not only
preserve the land, but educate the population about the importance of the land and
being environmentally friendly. Furthermore, the Forest Preserves of Cook
County wants to partake in scientific research. Supporting Brookfield Zoo helps
this organization study the animals and the wild land they are acclimated to.
o Brookfield Zoo is located within the 68,000 acres of the Forest Reserves of Cook
County and it is the obligation of the organization to take care of the grounds.
Because Brookfield Zoo is affiliated with Forest Preserves of Cook County, the
organization will want to promote and support the well being of the Zoo.
• Lincoln Park Zoo
o Lincoln Park Zoo is another zoo in the Chicago land area. They would be a huge
support of Brookfield Zoo because they represent different communities and still
have the same goals. Lincoln Park Zoo and Brookfield Zoo both have
conservatory leadership and animal awareness goals for the diverse communities
around the organizations. This would benefit Brookfield Zoo having support from
the other dominant zoo in the Chicago land area.
Immediate Response Checklist
Step One - Initial Awareness
" Ensure safety- Call 911 if needed
" Alert Director of Marketing Communications
" Contact Board of Directors to set up meeting
" Direct all questions and calls to Marketing & Branding Department
" Assess situation and level of impact
" Decide to issue a written statement or to hold a press briefing
" Alert media times to come to Brookfield Zoo if press briefing is held
Step Two – Find Out All Information
" Gather known facts
" Hire outside agency to investigate crisis
" Determine if injuries and/or fatalities (do not release names)
" Assess public health hazard (if any)
" Establish what authorities must/should be consulted
" Coordinate with outside agencies i.e. animal control, emergency services, etc.
" Create a public message to release media, use key messages worksheet
" Begin to plan to inform internal, stakeholder audiences
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Step Three – Message Truth and Growth
" Establish timeline
" Verify information and decide value of sharing
" Keep Board of Directors up-to-date
" Update legal department, then update stakeholders
Step Four – Media Preparation
" Start media log
" Establish and practice with designated spokesperson
" Discuss potential media questions
" Prepare media site at Brookfield Zoo
" Approval from Board of Directors for media statement
" Acknowledge press attendees in the best approach
Step Five – Press Arrival
" Form sign up station
" Provide restrictions for filming and photography
" Commence briefing
" Inform press with dates, location, and time of future updates
" Deliver media with further resources
Step Six – Media Follow-Up
" Maintain media coverage
" Find and correct factual errors
" Update media on progress
" Log all media contact
" Evaluate the plan success and revise as needed
Communication Channels Worksheet
During the course of a crisis, Brookfield Zoo will communicate information by the
channels indicated below. The crisis communication team will develop a proper message with
the spokesperson and administrator immediately and update the indicated channels indicated
below:
• Web Page
o Brookfield Zoo will upload all current and immediate information regarding the
specific crisis that can be offered to the public as soon as possible on the web
page.
• Social Networking
o Brookfield Zoo will post to our Facebook page to add information on any crisis in
a “status update.” They will add basic information; such as the “zoo is currently
closed due to . . .” As soon as information becomes available “This
__________has occurred at Brookfield Zoo. We are now closed. Please refer to
this page for updates and information as to when we will re-open.”
o Brookfield Zoo will use our Twitter page as well to add information on any crisis
in a “tweet.” This page will carry only basic and brief information. “Due to . . .
we are currently closed.” When the event or crisis has been resolved this page
would be used to indicate, “Brookfield Zoo is now open!”
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• Traditional Media - TV, Radio, Newspaper
o Brookfield Zoo will use traditional media to reach out to the community. This will
allow publics to hear information on any crisis immediately, especially for ones
who do not use social networking. Traditional media allows Brookfield Zoo to
reach out to the public in an organized and effective manner.
• Public Meetings
o Meetings for the public will allow the Crisis Communication Team to present
information on any crisis in a professional way to the public and stakeholders.
This will allow public concern to be expressed and gives our organization the
opportunity to address questions they may have.
• Intercom
o For patrons that are currently visiting Brookfield Zoo, a continuous message will
be played on the intercom directly to the public all exits at Brookfield Zoo and
when to look for information as it becomes available.
Key Messages Worksheet
See page 12
12
Key Messages Worksheet
Key Message 1: Key Message 2: Key Message 3:
Support 1.1 Support 2.1 Support 3.1
Support 1.2 Support 2.2 Support 3.2
Support 1.3 Support 2.3 Support 3.3
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Press Release Template
FOR IMMEDIATE RELEASE
Contact Name: Tracey Sands
Contact Phone Number: (708) 888-1234
Contact Email Address: [email protected]
Date
Headline
One Sentence 7-10 words; describes the major point of the release:
Dateline
A brief paragraph, fewer than 30 words, introducing major topics in release; include City and
Date, in that order. Tie in attention getters; touch on why audiences should care.
Main Paragraph
• Answer the 5 W’s: Who, What, Where, When and Why of the story:
o Who is affected?
o What is going on?
o Where is this taking place?
o When did this happen?
o Why is this important?
• Include a quote in this section
o Quote will come from Brookfield Zoo’s VP of Public Affairs and CEO that can
help make topics pertinent to all reading. Make sure quote ties entire press release
together.
o Name of VP of Public Affairs: Matthew Mayer
o Name of CEO: Stuart D. Strahl
• For each topic in press release provide supporting evidence.
More Information
For more information, please contact:
Spokesperson Tracey Sands at (708) 888-1234 or email at [email protected]. Or please visit
www.brookfieldzoo.org for more information.
Brookfield Zoo: Chicago Zoological Society
Phone Number: (888) 587-0101
Website: www.brookfieldzoo.org
###
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Organizational Backgrounder
Vision
The Chicago Zoological Society is a recognized leader in influencing people’s actions to
conserve wildlife and value nature.
Mission
To inspire conservation leadership by connecting people with wildlife and nature.
Values
People Working to create a better world for wildlife and nature
Results Acting with a sense of urgency to achieve measurable outcomes
Innovation Seeking ways to improve our effectiveness continuously
Diversity Embracing and valuing commonalities as well as differences
Enthusiasm Bringing energy and passion to our work everyday
Who We Are
Brookfield Zoo is one of the top five zoological societies in the nation. Since its’
commencement in 1921, Brookfield Zoo’s main mission has been to “inspire conservation
leadership by connecting people with wildlife and nature.” As our population becomes more
urbanized, Brookfield Zoo has made its mission to promote more openness with nature and
conservatory efforts.
Brookfield Zoo set the standard; they were first to exhibit giant pandas, to produce a
simulated indoor rain forest and indoor dolphin exhibit. Within the first two years, Brookfield
Zoo met its’ 2 millionth guest and became recognized as one of the top zoos in the nation.
Now, 75 years later Brookfield Zoo has evolved into a Conservation Leadership Center
focused on molding together nature, wildlife and people. The mission and vision are more
relevant than ever before as the 2010-2015 plan is underway. Brookfield Zoo has used this plan
as a time to find better, more creative ways to engage and influence people to value nature and
protect wildlife.
As times change, Brookfield Zoo has altered simultaneously. While we change to fit the
time and needs, we have managed to keep our zoo as a familiar family trip; Brookfield Zoo has
kept almost everything the same since so each generation can share it. This is how Brookfield
Zoo has become powerful for achieving the zoo’s vision to influence people’s actions by
conserving wildlife and valuing nature. The graph below demonstrates Brookfield Zoo’s
transition into a Conservation Leadership Center in the 21st century.
8400 W 31st St, Brookfield, IL 60513
15
Where We Are Going
Where we want to go is in accordance with the Society’s four “Pillars” that outline our priorities:
• Innovations and Excellence in Conservation, Education and Research
• Extraordinary Guest Experience
• Institution of Choice
• Sustainable Future
Our Strategic Plan was remodeled in 2009 to better fit and demonstrates a more in-depth
view of Brookfield’s future. Through our two institutional centers: the Center for the Science of
Animal Welfare (CSAW) and the Center for Conservation Leadership (CCL) we are showing
our mission and vision at work. CSAW will further our traditions through developing the
standards regarding animal welfare. We will envelop the field with veterinary advances that fit
our mission and advance animal welfare, at Brookfield Zoo (CZS, 2009).
To reach our conservation needs and pursue our mission, we are finding ways to increase
the general understanding of animal welfare. To generate more awareness regarding animal
welfare we understand that in order to further our efforts we need to recognize people’s thoughts
behind conservation efforts and find better ways to embrace diversity while incorporating it into
the Chicago Zoological Society. We are putting an emphasis on developing new conservation
programs by engaging the surrounding communities, creating innovative exhibits that align with
our mission, and developing new research through wildlife observations. These initiatives will
help Brookfield remain as a pillar zoological society. Through all our new implementations and
institutional centers, we hope to inspire a variety of people and families to become future
conservation leaders (CZS, 2009).
Information provided by the Chicago Zoological Society
http://www.czs.org/czs/About-CZS/Strategic-Plan/Strategic-Plan-2010-2015
16
Media Log Sheet
Response Team
Area of Expertise Name/Title Organization Contact
Information
Animal Safety and
Health
Office:
Cell:
Home:
Fax:
E-mail:
Legal/Labor Law
Office:
Cell:
Home:
Fax:
E-mail:
Crisis and Risk
Communications
Office:
Cell:
Home:
Fax:
E-mail:
Human Resources
Office:
Cell:
Home:
Fax:
E-mail:
CEO and Corp.
Reputation
Office:
Cell:
Home:
Fax:
E-mail:
Board of Trustees
Liaison
Office:
Cell:
Home:
Fax:
E-mail:
Public Affairs
Office:
Cell:
Home:
Fax:
E-mail:
Veterinarians
Office:
Cell:
Home:
Fax:
E-mail:
17
Industry Experts
Company Name Title Contact Information
Zoo Emergency
Response Teams
Office:
Cell:
Home:
Fax:
E-mail:
Environmental
Office:
Cell:
Home:
Fax:
E-mail:
Crisis and Risk
Communications
Office:
Cell:
Home:
Fax:
E-mail:
Police
Office:
Cell:
Home:
Fax:
E-mail:
Animal Services
Office:
Cell:
Home:
Fax:
E-mail:
Veterinary Services
Office:
Cell:
Home:
Fax:
E-mail:
18
ABC News
190 North State Street
Chicago, Illinois 60601
Phone: (312) 750-7070
General e-mail: [email protected]
Nightline: [email protected]
20/20: [email protected]
CBS News
22 W Washington St, Chicago, IL 60602
Phone: (312) 899-2222
Email forms for all CBS news programs
CBS Evening News: [email protected]
The Early Show: [email protected]
60 Minutes II: [email protected]
48 Hours: [email protected]
Face the Nation: [email protected]
CNN
One CNN Center, Box 105366, Atlanta, GA 30303-5366
Phone: (404) 827-1500
Fax: (404) 827-1906
Email forms for all CNN news programs
Fox News Channel
1211 Ave. of the Americas
New York, NY 10036
Phone: (212) 301-3000
Fax: (212) 301-4229
List of Email addresses for all Fox News Channel programs
Special Report with Brit Hume: [email protected]
FOX Report with Shepard Smith: [email protected]
The O'Reilly Factor: [email protected]
Hannity & Colmes: [email protected], [email protected]
On the Record with Greta: [email protected]
NBC
454 N Columbus Dr.
Chicago, IL
Phone: (312) 836-5555
Fax: (212) 664-4426
List of Email addresses for all NBC news programs
NBC Nightly News with Tom Brokaw: [email protected]
NBC News' Today: [email protected]
Dateline NBC: [email protected]
19
MSNBC
One MSNBC Plaza
Secaucus, NJ 07094
Phone: (201) 583-5000
Fax: (201) 583-5453
List of Email addresses for all MSNBC news programs
Hardball with Chris Matthews: [email protected]
MSNBC Reports with Joe Scarborough: [email protected]
Crisis Team Contact Information
Mobile Work Email
Spokesperson
Tracey Sands (708) 555-1213 (708) 888-1234 [email protected]
Public Health and Safety Officer
Tori Atwood (708) 555-1214 (708) 888-1236 [email protected]
Legal/Attorney
Marysia Mackenzie (708) 555-1215 (708) 888-1237 [email protected]
Groundskeeper/Facility Manager
Lauren Ruzicka (708) 555-1216 (708) 888-1238 [email protected]
General Liaison/Backup Spokesperson
Kelsey Bishop (708) 555-1217 (708) 888-1239 [email protected]
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Finance/Business Officer
Tayler Hoffman (708) 555-1218 (708) 888-1240 [email protected]
Chief of Public Officials
Rory Garrity (708) 555-1219 (708) 888-1241 [email protected]
Evaluating the Crisis Plan
A successful completion of the Crisis Communication Plan will stop the crisis from affecting the
maintenance of the organization. To do so, the key messages must be transported out and
accepted with little repercussion from the stakeholders involved. Regular business operations
must be reconditioned or unaffected and the reputation of Brookfield Zoo must be restored,
amended, or unaffected. In order to achieve this, full commitment and implementation of the
above crisis communication plan must occur for all employees. The crisis plan should be
implemented as stated, but when necessary, may change to adapt to certain circumstances.
21
Seal Fur Coat Crisis
Updated May 1, 2014
22
Table of Contents
Seal Fur Coat Crisis
Seal Fur Coat Crisis Response Strategy .....................................................................23
Seal Fur Coat Crisis Press Release ............................................................................24
Seal Fur Coat Crisis Key Messages ...........................................................................25
Seal Fur Coat Crisis Social Media Strategy ...............................................................26
References ..................................................................................................................28
23
Seal Fur Coat Crisis Response Strategy
Our crisis response team has decided to implement the diminishment posture intermixed with
aspects of the rebuilding posture. For this particular crisis, Brookfield Zoo will start out by
apologizing for Ms. Zeigler’s actions and then asking for forgiveness but will not full
responsibility for the entire crisis that has occurred. Brookfield Zoo does not see the actions of
one person as something that is under Brookfield Zoo’s control. By doing this, the members of
the crisis team are reducing the organization’s responsibility of the crisis. Brookfield Zoo will
justify these actions once they have made a decision regarding the resignation of the Chief
Advancement Officer. This will allow Brookfield Zoo to state whether the victim deserved the
consequence. This approach is vital and will prevent Brookfield Zoo’s name from being
tarnished because of one individual’s actions.
24
Seal Fur Coat Crisis Press Release
FOR IMMEDIATE RELEASE
April 30, 2014
FOR MORE INFORMATION CONTACT:
Tracey Sands
Spokesperson
(708) 888-1234
Brookfield Zoo resigns Chief Advancement Officer
CHICAGO, Ill. - Brookfield Zoo’s Chief Advancement Officer, Cindy Zeigler, has been asked to
resign after creating a boycott against Brookfield Zoo and herself regarding poor choices.
Zeigler was photographed wearing a grey seal fur coat at a fundraising event just weeks
after a new grey pup seal was born into the Brookfield Zoo family. Brookfield Zoo’s donations
immediately decreased and animal rights activists along with the general public were outraged at
Zeigler’s ignorant behavior.
“This is not how we trained our employees to behave outside of our organization. We
apologize for the disrespect and blatant ignorance. My team and I are doing everything to move
forward from this and make sure it does not happen again,” stated Matthew Mayer, Vice
President of Public Affairs.
The outrage was originally confined to social media with #coatgate trending. The
Chicago Tribune quickly picked up on the trend and covered the story for the next issue.
“Seal hunting is a barbaric practice and creates hypocrisy of the jacket worn by Zeigler at
the party in support of the zoo’s conservation mission,” stated Stuart D Strahl, President and
CEO. “We are taking all actions necessary to eliminate the source of the problem. We will make
sure to prevent this type of behavior from happening in the future.”
Brookfield Zoo is Chicago’s Zoological Society. The mission of Brookfield Zoo’s
organization is to inspire conservation leadership by connecting people with wildlife and nature.
The leaders main focus is to teach, guide, and motivate individuals to protect the world’s
threatened wildlife and ecosystems. As Brookfield Zoo, we will continue to stand by our mission
and work towards creating a better environment for the animals.
For more information and updates, please contact Brookfield Zoo Spokesperson, Tracey
Sands at (708) 888-1234 or email at [email protected]. We also encourage you to visit our
website at brookfieldzoo.org.
###
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Seal Fur Coat Crisis Key Messages
Key Message 1:
It has come to our attention that
there is a situation at Brookfield
Zoo that poses an extraordinary or
imminent threat to the safety or
well-being of our patrons, animals
and/or property.
Key Message 2:
We apologize for this incident
regarding Ms. Zeigler’s decision
to wear this type of clothing to a
fundraising event in honor of
Brookfield Zoo. We will be more
aware of this type of behavior in
the future.
Key Message 3:
Details and information as they
occur can be found on our
webpage, Facebook and Twitter
accounts.
Support 1.1
We acknowledge that the grey
seal fur coat that our Chief
Advancement Officer recently
wore may have offended some
individuals.
Support 2.1
We have spoken with Ms. Zeigler
regarding this situation and have
addressed the serious
consequences she will face due to
her actions. These actions were
seen as offensive and do not
support Brookfield Zoo’s values.
Support 3.1
Thank you for your patience
during this difficult time. As soon
as we have any further
information, we will update all
media pages.
Support 1.2
We here at Brookfield Zoo do not
support the practice of seal
hunting and understand that this
deeply offended many of our
zoo’s patrons and supporters. We
hope this recent event does not
taint the reputation that
Brookfield Zoo has in relation to
the protection and security of all
animals.
Support 2.2
The actions of Ms. Zeigler have
been documented. She has
resigned from her position and
will not remain apart of the
Brookfield Zoo family.
Support 3.2
Please refer to our webpage,
Facebook and Twitter pages for
information about this situation
and when Brookfield Zoo will
resume normal operations.
Support 1.3
We want to thank you for all of
your support in the past, and for
your interest in the animals here at
Brookfield Zoo and around the
world. We appreciate the patience
you have shown during this
unfortunate event.
Support 2.3
Any abnormalities in relation to
any fundraising program here at
Brookfield Zoo will be looked
into immediately and any
adjustments or retributions will be
handled quickly and with
professionalism.
Support 3.3
We thank you for your patience
during our recent unforeseen
event and look forward to your
next visit to Brookfield Zoo. We
hope to continue to provide an
extraordinary experience for our
guests for many years to come.
26
Seal Fur Coat Crisis Social Media Strategy
Brookfield Zoo social media outlets should begin with the crisis response. Our goal is to be
transparent and consistent with all other responses. To find a solution to the problem we will
pinpoint where the issue originated, how we can inform the public about the situation, and how
we will fix the problem. Facebook, Twitter, Instagram, and YouTube will be utilized during this
crisis.
Facebook:
“Brookfield Zoo will take action to inform all of our employees about what they need to know
and understand, such as the rules of animal safety and how to implement them. The safety of our
animals will remain an important aspect of our organization.”
-Initial Response (repeat status update as necessary)
“The care and safety of our animals is one of our top priorities. What else can our organization
do to make our patrons and supporters aware we are protecting all of our animals in an effective
and efficient way?”
-New Conversation
(Post YouTube video of CEO apology)
“CEO Stuart D. Strahl explains how Brookfield Zoo is taking immediate action of the situation at
hand. Brookfield Zoo employees are being informed of appropriate manners that will be
implemented.”
-Post when available
Twitter:
“All BZ employees are to be informed of the proper behaviors that will be applied. We are
advancing from this in an efficient way #BrookfieldZoo”
-Initial Response
“Our animals are a top priority at BZ. What else can we do to show you that we are providing
our animals full protection? #BrookfieldZoo”
-New Conversation
(Post link to YouTube video of CEO apology)
“CEO Stuart D. Strahl is taking action and informing all #BrookfieldZoo employees of
appropriate manners.”
-Post when available
Instagram:
(Post picture collage of several animals at Brookfield Zoo)
“Brookfield Zoo is working hard to keep the animals’ safety a priority and the employees
informed of these appropriate manners. Take a look at these beautiful animals enjoying the day
here at Brookfield Zoo!”
-Initial Response
27
YouTube:
A live statement done by CEO Stuart D. Strahl should be posted on YouTube during this crisis.
“On behalf of Brookfield Zoo, I am here to provide information about the situation in regards to
our Chief Advancement Officer of Brookfield Zoo. We acknowledge that the grey seal fur coat
Ms. Zeigler recently wore may have offended individuals and supporters. We apologize for this,
and have spoken with her regarding her poor decision of clothing choice that was worn to a
fundraising event for Brookfield Zoo. We are now taking immediate action by informing our
employees of the proper behaviors that should be displayed while being an employee of
Brookfield Zoo. The care and safety of our animals is one of our top priorities and we want to
ensure all patrons and supporters that our animals are still under proper care and protection of
Brookfield Zoo.”
-Stuart D. Strahl, CEO and President of Brookfield Zoo (post on Facebook, Twitter, and blogs)
If there are questions, comments, or concerns regarding the Seal Fur Coat Crisis
Communication Plan, please contact Crisis Communication Legal/Attorney, Marysia
Mackenzie by phone: (708) 888-1237, or by email: [email protected].
28
References
Chicago Zoological Society (2014). Bison circle.Retrieved from
http://www.brookfieldzoo.org/CZS/Support-the-Society/Bison-Circle
Chicago Zoological Society (2014). Brookfield zoo. Retrieved from
http://www.brookfieldzoo.org/czs/Brookfield/Zoo-Home
Chicago Zoological Society (2014). For a better world: Young conservationists making a
difference. Retrieved from https://www.brookfieldzoo.org/CZS/cetblog%20
Chicago Zoological Society (2009). The future of conservation: 2010-2015 strategic plan.
Retrieved from http://www.czs.org/czs/About-CZS/Strategic-Plan/Strategic-Plan-2010-
2015
Chicago Zoological Society (2014). Zoo explorer. Retrieved from
http://www.brookfieldzoo.org/czs/specialevents
Forest Preserves of Cook County (2014). Mission and vision. Retrieved from
http://fpdcc.com/about/mission-vision/
Meredith College (n.d). Crisis communication plan. Retrieved from
http://webpages.acs.ttu.edu/jstill/3365/Plan_Example.htm
