Crisis detection and prevention preparation for the Carolina Panthers is the pre-crisis planning phase for an organization looking to develop a Crisis Management Plan. In order to identify sources of potential risk, it is important to uncover and review historical examples of sports-related crises, or prodromes. Internal and external factors that could have a negative outcome on the Panthers organization and which could impact stakeholders should also be assessed.

A first level of crisis detection is to look at prodromes, examples that have precipitated crises in the past:

• Player misconduct (sexual, exploitative, illegal, criminal) – The loss of star talent could affect game outcomes and overall franchise success. The reputation of the team could be tarnished by association. Contract and financial issues are also components of this potential crisis. Example: Michael Vick of the Falcons – dog fighting/abuse.

• Sudden Death – A death of a player or coach could affect game outcomes and overall franchise success. There are also financial implications, especially if any negligence found on a part of the organization. Depending on the circumstances, rumor and speculation could also impact the team’s reputation. Example: Celtic Choice, all American Basketball player died in 1986.

• Permanent Team loss – If some or all of the team players die, this would have a severe impact on the team’s ability to play, the outcome of the season and ultimate franchise success. Example: The Marshall University (WV) sports team all died in a single plane crash.

• Cheating – coach or player(s): This could create a reputational crisis which could affect attendance, merchandising and have longer-term financial repercussions. A cheating scandal could also affect morale of players and staff. Examples: Steroid use (Barry Bonds, A-Rod), game throwing (Shoeless Joe Jackson et.al.), cheating tactics (New England Patriots coach).

• Bombing/terrorist attack – Again, multiple deaths or the loss of a team, this time in a terrorist-related incident, could cause a crisis. Example: 1972 Munich Olympics.

• Moving the franchise team outside of the present geographical base – This would cause stakeholder upheaval, with probable loss of the team’s current fan base. The ultimate effect would be negative financial consequences. Example: Charlotte Hornets moved to New Orleans.

Liz Horgan (lizcharl@bellsouth.net)Grayson – COMM 633June 6, 2009Assignment: Crisis Detection and Prevention Preparation for the Carolina Panthers

Prevention planning incorporates the investigation of internal and external risks. The review of issues management, risk assessment and reputation threats (as detailed in the Coombs text) will broaden the knowledge of possible crises that may afflict the Carolina Panthers. Internal and external threats to the Carolina Panthers could include:

• Financial issues – Financial issues can include significant revenue losses such as losing TV or other broadcast contracts, ticket or merchandise sales declines or other revenue disasters. These financial problems can turn into crises affecting stakeholders (fans, investors, players) and can have short or longer term effects, including on-going difficulties attracting the best talent.

• Strikes – Striking players, refs or other important groups that affect whether or not games are played can impact finances, player morale and competitive success, and reputation in the form of on-going fan support.

• Safety – Stadium collapse, safety violations that endanger players and/or fans, crowd panic or a safety incident at the home stadium, environmental hazards or other safety-related incidents are all risks that could provide fodder for crisis generation.

• Legal compliance – A lack of diligence and attention to details in a highly public organization such as the Carolina Panthers NFL football team could result in legal problems that can grow to crisis proportion because of their high visibility.

• Leaks – Leaks of private or unauthorized information through employee or player Internet use or other overt or covert means or methods could damage public opinion and overall reputation .

• Consistently bad management, arrogant front office – Poor attention to public opinion and low social capital could culminate in exposure by Consumer Generated Marketing activities, a whistle-blower or mainstream media. This reputational crisis could have longer term financial repercussions.

• Unhappy Customer Base – A losing team, poor player performance or coaching efforts, fan disenfranchisement or disillusionment, PSL value decline, ticket price increases, all these can escalate from problems to crisis proportion. The Carolina Panther organization’s reputation could be damaged and support for the team and franchise could fall further if not handled well, leading to financial and future performance crises as well.

Once the possible crises have been assessed and an inventory or listing established, the crisis management team for the Panthers organization can work to prioritize the potential crises and can begin the process of mitigating or reducing the risks associated with the potential events. Actions, responses and changes made in the pre-crisis planning phase have the potential to reduce the impact of a crisis and can also lessen the likelihood of either creeping crises or self inflicted crises (Harvard p. 33).

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Pre-crisis preparation is a critical first step in the construction of an overall Crisis Management Plan.

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