Crisis Communications Plan · 2017. 10. 16. · KATHERINE SALDIVAR, MARIA SPEARS AND AJA SANDERS CRISIS COMMUNICATIONS PLAN 2 TABLE OF CONTENTS A Message from our CEO 3 Acknowledgement

KATHERINESALDIVAR,MARIASPEARSANDAJASANDERS

CRISISCOMMUNICATIONSPLAN

2

TABLEOFCONTENTS

AMessagefromourCEO 3

Acknowledgement 4

PurposeandObjectives 6

Prodromes 6

TheCrisisCommunicationsTeam 7

ContactLog(CrisisCommunicationsTeam) 9

Positioning 9

Organization’sKeyMessages 10

Spokesperson 11

SpokespeopleforRelatedOrganizations 12

ListofEmergencyPersonnelandLocalOfficials 13

MediaPoliciesandProcedures 16

ListofKeyMedia 17

HandlingMediaInterviews 18

KeyPublics 19

NotifyingPublics 20

CrisisTrainingandDates 22

BasicEmergencyPlan 23

CrisisCommunicationsControlCenter

EquipmentandSupplies

TopThreeRisksIdentified 25

ActionStepsinDealingwithaCrisis 26

CrisisOne:AircraftHijacking 28

HoldingStatementandMediaStatementTemplates

PressReleaseTemplate

3

SocialMediaPostTemplates

SampleQ&A

SamplePressConferenceScript

CrisisTwo:MassFlightCancellations 37




SampleQ&A


CrisisThree:AirplaneCrash 44




SampleQ&A


EvaluationForms 50

CrisisPlanEvaluation

Post-CrisisEvaluation

4

AMESSAGEFROMOURCEO

DearExecutiveTeamandEmployees,Atthistime,Iwouldliketocommunicatetheimportanceofreadingandunderstandingthiscrisisplan.Iholdasincerebeliefthatthepeopleweplacearethefoundationofoursuccess.Withsharedvaluesandanunwaveringcommitmenttocreatingacultureofservice,diversityandcommunity,IbelieveVirginAmericaprovidesanexceptionalworkenvironment.Asyoumayknow,VirginAmericawasbornin2007outoffrustration.Asmoreairlinesconsolidatedandgrewlargerandmorefocusedonthebottomline,flyingintheU.S.becameanawfulexperience.Sowebeganwiththegoalofmakingflyinggoodagain.Ourvisionforthefutureisnotonlytopreservethehighlevelofcustomerservicewehavebuilt,buttobuilduponthisfoundationovertime.OurgoalistobethepremierairlineforpeoplelivinganywhereontheWestCoast.Todothat,wemustbepreparedforanyandallsituationswhichcomeourway.Thisdocumentisintendedtooutlineagenericcrisiscommunicationsplan.ThoroughlyreadingthisplanwillprovideyouwiththeinformationnecessarytoeffectivelyrespondtocrisisandmaintainVirginAmerica’sreputationasaleadingairline.Ibelievehowweperforminchallengingtimesdrivesoursuccess.Bypreparingforcrisis,weareensuringsafetyforourcustomers,employeesandourorganization.ThankyouforyourtimeandcommitmenttoVirginAmerica.Sincerely, DavidCushPresidentandCEOVirginAmericaAirlines

5

ACKNOWLEDGEMENT

ToEmployeesofVirginAmericaAirlines,PleasenoteitisessentialforeachemployeetoreadandstudythisplaninorderforVirginAmericaoperationstocontinuerunningsmoothly.Forthisreason,pleasesignthisacknowledgementsheetbelowafteryouhavereadoverthisplanmeticulously.Bysigningthissheet,youwillbeacknowledgingthatyouhavereadandunderstandthefollowingcrisisplan,thatyouplantoattendtherehearsaldatesandthatyouplantoputthisplanintoactionintheeventofacrisis.PleaseturnthissheetintoyouradministratorasproofofcompletionbyJanuary2,2016.Wewillbepracticingthiscrisisplaneverysixmonths.Anemailwillbesentaweekbeforerehearsalstomakesureeveryoneknowstheyareonlytests.PleasedonothesitatetocontactourPublicRelationsTeamifyouhaveanyquestionsorconcerns.Sincerely,DavidCushPresidentandCEOVirginAmericaAirlinesIhavecarefullyreadthefollowingemergencyplanandbelievethatIamabletohandletheoutlinedcrisisasbestaspossible._______________________ _______________PrintName Date_______________________ _______________Signature Date

6

PURPOSEANDOBJECTIVES

ThiscrisiscommunicationplanisintendedtobeappliedtochallengingsituationsyoumayfacethroughoutyourtimeworkingwithVirginAmerica.Youwillneedtoadjustsomethingsandaddyourowninformation,butitisagooddocumenttoconsiderifandwhenyouareinthemidstofacrisisandneedhelp.Acrisisisanysituationthatthreatenstheintegrityorreputationofthecompany,usuallybroughtonbyadverseornegativemediaattention.Thesesituationscanbeanykindoflegaldispute,theft,accident,fire,floodormanmadedisasterthatcouldbeattributedtothecompany.Itcanalsobeasituationwhereintheeyesofthemediaorgeneralpublicourcompanydidnotreacttooneoftheabovesituationsinanappropriatemanner.Thisdefinitionisnotallencompassing,butisdesignedtogiveyouanideaofthetypesofsituationswhereyouwillneedtofollowthisplan.Theobjectivesofourcrisiscommunicationsplanareasfollows:

• Tominimizetheimpactofacrisisonoperationsandtargetaudiences.• Tominimizetheamountoftimespentfocusedonthecrisis,bothinternallyandbyour

constituents.• Toregaincontrolofthesituationandtheconversationasquicklyaspossiblewhile

remainingtransparentandhonest.

PRODROMES

TheAviationIndustryhasbeenprominentforseveraldecadesandthereforehasofferedVirgin

AmericaAirlinesseveralprodromes(warningsigns).

• September11,2001posesasthemostimportantandmemorableprodromeinthenation’shistoryofhijacking.

• AlthoughstatisticsprovethatitismorelikelyforafrequentflyertobecomepresidentoftheUnitedStatesortowinthelottery,manyplanecrasheshaveoccurrednationallyandglobally.

• TheSouthwestAirlinessocialmediacrisis,Summer2016.• Majortechnologyfailurecausedover2,000flightcancelationsnationally.Also

causedunprecedentedcustomerdissatisfactionandsocialmediauproar.

7

THECRISISCOMMUNICATIONSTEAMThisisthelistoftheCrisisTeammembersthatmustbecontactedimmediatelyifacrisisoccurs.

TheteamconsistsofVirginAmerica’sExecutiveStaffandPublicRelationspractitioners.David

C.Cushshouldbethefirstonetobecontactedviasatellitephone.HeisthePresidentandCEO

ofthecompanyandisinchargeofcallingthenextpersononthelistofcorporateofficers.The

listwillgoonintheorderplannedbelow.

• DavidCush,PresidentandCEO

Cell:415-555-0912

Work:877-359-8474ext.1120

Home:628-555-0212

Email:[email protected]

Address:398WaterStreetSanFrancisco,CA94108

• RachelBell,VP&Controller

Cell:415-555-1236

Work:877-359-8474ext.1121

Home:628-555-0041


Address:4124HillviewDriveSanFrancisco,CA94103

• AbbyLunardini,VPofBrandingandCommunications

Cell:415-555-0123

Work:877-359-8474ext.1122

Home:628-555-0724


Address:1212RardinDriveSanFrancisco,CASanFrancisco,CA94108

8

• ChristieO’Toole,ManagerofMediaRelations

Cell:415-555-2321

Work:877-359-8474ext.1123

Home:628-555-0139


Address:2354WaterStreetSanFrancisco,CA94105

• MarkBianchi,VPofTechnicalOperations(dependingoncrisis)

Cell:415-555-0256

Work:877-359-8474ext.1124

Home:628-555-2495


Address:2126LocustViewDriveSanFrancisco,CA94103

• BradThomann,VPofFlightOperations(dependingoncrisis)

Cell:415-555-2539

Work:877-359-8474ext.1125

Home:628-555-2141


Address:1504WolfPenRoadSanFrancisco,CA94105

9

CONTACTLOG(CrisisCommunicationsTeam)

POSITIONING

VirginAmericawillalwaystakefullresponsibilityforallissuesandcrisisthatarewithinour

control.We’llmakeeveryefforttoalleviate,mitigateandempathizewithcustomers,investors

andemployees.Ourmissiontomaketheflyingexperiencefun,innovativeandadventurous.VA

strivestomaintaintheintegrityofitsservicesandstakeholders.

VirginAmericatakesprideinmaintaininganopenandhonestrelationshipwithallstakeholders;

especiallyourcustomers.VAwillalwaysbetransparentaboutinformationandcommunications

withinourlegalcompass.We’llmakeeveryefforttomaintainanopendialoguewith

stakeholders.Weopenlywelcomeconstructivefeedbackonourservices-itcontinuesto

challengeusandmaketheflyingexperienceeverythingwestriveittobe.

• VirginAmericaAirlinesmaintainsthispositioninallcrisisevents.

10

ORGANIZATION’SKEYMESSAGES

Keymessageshavetobebrief,conciseanddetailedandhavetoshowVirginAmerica’sattitude

regardingthecrisisathand.Theymustberepeatedseveraltimestokeypublicsandmust

includethemostimportantinformation.

• Safety:Wemuststressourcommitmenttothesafetyofourcustomers,colleaguesand

otherstakeholders.

• Deepcareforcustomersandemployees:Wemustdemonstrateafeelingofcommunity

whenaddressingcrisesdealingwithcustomersandcolleagues.

• Mortification:Wemustacceptresponsibilityforouractionswhenwearewrongandask

forforgiveness.

• Compensation:Wemustreimbursevictimsofcrises.

• Correctiveaction:Wemustrepairdamagecausedbyouractionsandpromiseto

preventtherecurrenceofwrongfulactions.

11

SPOKESPERSON

Intheeventofacrisis,itisessentialforourspokespersontoknowaboutallfactorsthatcan

affectthecrisis.ThispersonwillbeassistedbyAbbyLunardini,VPofBrandingand

Communications,aswellasChristieO’Toole,ManagerofMediaRelations.Ifexpertopinionis

neededtheseofficialsshouldcallonprofessionalsratherthantryingtoanswerquestionsthey

donotknowandpotentiallylosingcredibility.AbbyLunardiniwillbewithspokespeopleatall

timestoguaranteeeffectivecommunication.Spokespeopleshouldutilizeappropriate

language,displaypolitemannersandwearprofessionalattire.

• DavidC.Cush,PresidentandCEO,istheofficialspokespersonforVirginAmericaAirlines

12

SPOKESPEOPLEFORRELATEDORGANIZATIONS

Thefollowinglistcontainsspokespeopleforrelatedorganizations.Ifacrisisoccurs,theymaybe

contacted.

• TransportationSecurityAdministration(TSA)

PeterV.Neffenger,Administrator

Cell:866-555-3142

Work:866-289-9673

Home:866-555-9021


• UnitedStatesDepartmentofHomelandSecurity

JehJohnson,Secretary

Cell:202-555-8971

Work:202-282-8000

Home:202-555-4582


• FederalAviationAdministration

MichaelHuerta,Administrator

Cell:866-555-8457

Work:866-835-5322

Home:866-555-1304


13

LISTOFEMERGENCYPERSONNELANDLOCALOFFICIALS

ThefollowinglistcontainstheEmergencypersonnelandpoliticalofficialstobecontactedinthe

eventofacrisis.Theyareexpertsinmanagementofreallifecrises:

• NewYorkPoliceDepartment

CarlosM.Gomez,ChiefofDepartment

Cell:718-555-0098

Work:718-946-3311

Home:718-555-7890


• NewYorkFireDepartment

JamesE.Leonard,ChiefofDepartment

Cell:718-555-0067

Work:718-999-2000

Home:718-555-4356


• PortAuthorityofNewYorkandNewJersey

PatrickJ.Foye,ExecutiveDirector

Cell:212-555-4546

Work:212-435-7000

Home:212-555-3242


• LosAngelesPoliceDepartment

CharlieBeck,ChiefofDepartment

Cell:310-555-9021

14

Work:877-275-5273

Home:310-555-0091


• LosAngelesFireDepartment

RalphM.Terrazas,ChiefofDepartment

Cell:213-555-6789

Work:213-978-3800

Home:213-555-0054


• LosAngelesPortAuthority

GeneSeroka,ExecutiveDirector

Cell:310-555-4543

Work:310-732-3508

Home:310-555-6092


• SanFranciscoPoliceDepartment

ToneyChaplin,ChiefofDepartment

Cell:415-555-6902

Work:415-553-0123

Home:415-555-0082


• SanFranciscoFireDepartment

JoanneHayes-White,ChiefofDepartment

Cell:415-555-0234

Work:415-558-3200

15

Home:415-555-1321


• SanFranciscoPortAuthority

ElaineForbes,ExecutiveDirector

Cell:415-555-2213

Work:415-495-4911

Home:415-555-7659


16

MEDIAPOLICIESANDPROCEDURES

Duringacrisis,itisimportantthatmediaonlycontactoneperson.Thiswillensuremessagingis

consistent,reliableandfactual.DependingonthemagnitudeofthecrisisitisverylikelythatVA

willthenassigntwoPOCs(PointsofContact).Inthatcase,VAwillnotpublishstatementsuntil

thePOCsestablishaclearunderstandingofwhatthemainmessagewillbe.Thiscanonlytake

placeafterameetingeitheroverthephoneorinperson.Itisimportantthismeetinghappens

swiftly,thoroughlyandfrequently-dependingonthemagnitudeofthecrisis.

• POC#1-AbbyLunardini,VPofBrandingandCommunications

• POC#2-ChristieO’Toole,ManagerofMediaRelations

POCswillberesponsivetomediainquiries.Informationthatiseitherunknownorunavailable

willbefollowedupinatimelymanner.

• “NoComment”isabsolutelynotanacceptableresponsetomediainquiriesfromany

VirginAmericaRepresentative.

Allspokespersonswillundergomediatrainingonaquarterlybasis.

• Dependingonthecrisis,designatedspokesperson(s)willmediatrainaminimumof24

hourspriortoairingastatementviapressconferenceand/orbroadcastedinterview.

Amediatrainedcommunicationsprofessional(i.e.AbbyLunardiniand/orChristieO’Toole)will

bephysicallypresentatallmediaevents.

17

LISTOFKEYMEDIA

• MajorMediaOutlets

o NewYorkTimes

o LATimes

o WallStreetJournal

o DailyMail

• LocalMedia(DependingonCrisis)

o SanFranciscoChronicle

o SanFranciscoExaminer

o

• Allmajorbroadcasters

o ABC

o NBC

o CNN

18

HANDLINGMEDIAINTERVIEWS

Itiscrucialtokeepinmindthatthemediasometimesasktrickquestionsinordertoreducethe

credibilityoftheorganization.Inordertosuccessfullyanswerthesekindsofquestionsitis

importanttobeawareandpreparedforthem.Onlyspokespeopledesignatedinthisplan

shouldaddressthemedia.Forthesepeople,itisimportanttoremembertobepreparedand

staycalm.Whenaddressingthemedia,youshouldneverlie,speculateaboutthecrisisor

becomedefensive.Thesesamplesprovideeffectiveanswerstopossibletrickquestions.

Q:Whatwillbethecostofimplementinganextrastepinthecompany’ssafetyprocedures?

A:Atthistime,wedonothavetheexactnumberfigureofthecostforextrasafetyprocedures,

howeverwehereatVirginAmericawillsparenoexpensewhenitcomestothesafetyofallour

valuedandloyalcustomersandstaffwhoweviewaspartofourVirginAmericafamily.

Q:Howdidthecrisisstart?Whatexactlywasthemistake?

A:(InsertCrisis)occurredat/when(insertdateortimeofoccurrence)

Q:Canyoudisclosethenamesofworkersinvolvedinthecauseofthecrisis?

A:Duetothesensitivityofthisissue,wearerespectingtheprivacyofourvaluedemployees

whoareapartoftheVirginAmericafamily,andtheirfamiliesbynotdisclosingthenamesof

thoseinvolvedinthisincident.

Q:Areyougoingtocovercustomers’medicalexpenses?

A:Yes,weareabsolutelygoingtocoverthecostofthesecustomers’medicalexpenses,weat

VirginAmericatakeresponsibilityforthisincidentandwouldlikeinanywaypossibletohelp

thoseaffectedinthishardtime.

Q:Howdidthecrisisaffectyourrelationshipwithstakeholders?

A:Casebycasebasis

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KeyPublics

• VirginAmericaCustomers

• VirginAmericaEmployees

• ExecutiveTeam

• BoardofDirectors

• CorporateOfficers

• Shareholders

• Media

• Competitors

• GovernmentOfficials

• PublicOfficials

• SurroundingCommunities

• CommunityLeaders

• FinancialPartners

• LegalRepresentatives

• UnionOfficials

20

NotifyingPublics

Website

AllinformationaboutthecrisiswillbepostedandconstantlyupdatedonVirginAmerica’sNews

andUpdateswebsite.Thelinktothewebsiteisavailablebelow:

• www.virginamerica.com/cms/news

Blogsandsocialmedia

VirginAmerica’sblogandsocialmediaplatformsaregreatoutletsforcommunicatingwithour

keypublics.Thelinksandhandlesforthecompanyblogandsocialmediasitesareasfollows:

• VirginAmericaBlog

Blog.virginamerica.com

• Facebook

www.facebook.com/VirginAmerica

• Twitter

@VirginAmerica

• Instagram

@VirginAmerica

ListofrelatedInternetURLs

Informationaboutthecrisismayalsobepostedonthewebsitesofrelatedorganizations.Some

organizationstoconsiderarelistedbelow:

• TransportationServicesAuthority

21

www.tsa.gov

• UnitedStatesDepartmentofHomelandSecurity

www.dhs.gov

• FederalAviationAdministration

www.faa.gov

22

CrisisTraining&Dates

Thiscrisiscommunicationplanwillbepracticedeverysixmonths.Thedatesforthenextfive

yearsarerecordedbelow.Sincethisplanwillbereevaluatedin5years,thedatesonlyinclude

thenextfiveyears.

2017

• Tuesday,February7

• Tuesday,August1

2018


• Tuesday,August7

2019


• Tuesday,August6

2020


• Tuesday,August4

2021


• Tuesday,August3

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BASISEMERGENCYPLANCrisisCommunicationsControlCenter

• Intheeventthatacrisisshoulddismantleadministrativebuildingsandthereneedsto

becentralized,in-personmeetings,theCrisisCommunicationsTeamshallmeetatthe

VirginAmericaOCC,theOperationsControlCenterinBurlingame,CA. Allestablished

crisisrespondershaveakeytothisbuildingandhavepermissiontousethefacilitiesas

necessary.

o 555AirportBlvd#500,Burlingame,CA94010

o (650)762-7000

• PleasecontacttheDirectorofVirginAmericaOCC,SteveForteformoreinformation:


Phone:650-555-1234

24

EquipmentandSupplies

AllequipmentandsuppliesrequiredduringacrisisscenarioarestoredinOCC’sstoragesand

closets.Thelistofpre-gatheredmaterialswhichcanbefoundisprovidedbelow.

• SatellitePhones

• WalkieTalkies

• Mobilehotspots

• Aviationevacuationequipment

o parachutes

o lifejackets

o otherflotationdevices

o inflatablelifeboat

o ejectionseats

• FireDistinguisher

• FirstAidKit

• Fireproofblankets

• Podium

• Microphone

• AVEquipment

• Television

• Radio

• Printer

• FaxMachine

• PortableTablesandChairs

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TOPTHREERISKSIDENTIFIED

Hijacking:probability3,damage⅘

• Hijackingdatesbackasearlyasthe1930’sincountrieslikeBrazil,RomaniaandCuba.

Theriskofcasualtiesoutweighsanyotherrisktheairlinecouldeverface.

MassFlightDelays:probability5,damage¾

• Flightcancelationsarealargethreatduetothepotentialrevenueloss,trustinthe

companyandfuturecustomers.

AirplaneCrash:probability4,damage4

• Casualtiesarealsothelargestthreatheretotheairline,eventhoughtheyareless

common.Although,acrashisarareoccurrence-andmostofteninsmallerprivate

planes-itdoeshappenoftenenoughtowherethereshouldbeathoroughcrisisplanin

thecaseithappens.

26

ACTIONSTEPSINDEALINGWITHACRISIS

Thefollowingisanactionplanforacrisis—aseriesofstepsthatwillhelpyoumobilizeand

respondtodifficultsituations.Itbreaksthecrisisscenariodownintoagenerallistofaction

stepsandaspecificsetofstepstotakeintheeventofourtopthreecrisesidentified.

Duringanycrisisscenario:

1. MakesurethePRmanagerisawareofthecrisis.

2. Notifythecrisisteam.

3. Activatethecrisiscommunicationscontrolcenterifneeded.

4. Createaholdingstatement.

5. Gatherasmanyfactsaspossibleaboutthecrisis.

6. Createamediastatementandnewsreleaseassoonasyouhaveavailableandaccurate

facts.

7. Communicatewithaudiencesthroughsocialmedia.

8. Provideregularupdatestotargetaudiences.

9. Mediatrainthespokespersontoensureheorsheispreparedtospeaktothepublic.

10. Determineifapressconferenceisnecessary.

Intheeventofanaircrafthijacking:

1. Maintaincommunicationwithflightstaffandpilotsifpossible.

2. Makesurelocalauthoritiesarenotifiedandhavebeguntoassistinthesituation.

3. Provideconstantupdatesonsocialmedia.

4. Establishatollfreelineforfamiliesandfriendsofpossiblepassengerstocallforfurther

information.

5. DevelopaQ&Aforapressconference.

6. Holdpressconference.

27

Intheeventofmassflightcancellations:

1. Reachouttoimpactedcustomerstoletthemknowwhatresourcesareavailable.

a. Callcenter’snumbersotravelerscanmanuallyaccesstheirflightreservation.

b. Fullrefundforcanceledflights.

c. No-costreservationchange.

d. Hotelaccommodationsforextendeddelays.

e. $250voucherforfuturereservation.

2. Prepareamediastatementthatexplainswhathappened,who’sresponsibleanda

sincereapologytocustomersandcrewmembers.

3. Answeranymediainquirieswiththoroughandaccurateinformation.

4. PostallcommunicationsonVirginAmericawebsite.

a. Includefullpressrelease,linkstoresourcesandmediacontactinformation.

Intheeventofanairplanecrash:

1. Makesurelocalauthoritiesarenotifiedandhavebeguntoassistinthesituation.

2. Keepallaffectedpublicsup-to-dateoninformation.

3. Releaseastatementsympathizingwithfamiliesandfriendsofpassengers.

4. Establishatollfreelineforfamiliesandfriendsofpossiblepassengerstocallforfurther

information.

5. DevelopaQ&Aforapressconference.

6. Holdpressconference.

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AIRCRAFTHIJACKINGHoldingStatementandMediaStatementTemplates

29

AIRCRAFTHIJACKINGPressReleaseTemplate

30

AIRCRAFTHIJACKINGSocialMediaPostTemplates

31

AIRCRAFTHIJACKINGSampleQ&A

32

33

AIRCRAFTHIJACKINGSamplePressConferenceScript

Thankyouallforcoming.IamDavidC.Cush,PresidentandCEOofVirginAmericaAirlines.With

metodayareMr.BradThomann,VicePresidentofFlightOperationsandMr.PeterV.

Neffenger,AdministratoroftheTransportationSecurityAdministration.

Ourpurposeinholdingthisbriefingtodayistoprovideanupdateontheincidentregardingthe

hijackingofVirginAmericaflight(###)on(insertdate)andtoreleasesafetyrecommendations

forbothpassengersandcolleaguesboardingfutureflights.

TheTransportationSecurityAdministrationandtheNationalTransportationSafetyBoardare

workingtogethertoinvestigatetheseriesofeventsthattookplaceonflight(###).Theprimary

goalofthisinvestigation,asshouldbethecaseineveryinvestigation,istodeterminethecause

oftheaccidentandpreventitsreoccurrence.

(###days,weeksormonths)ago,(###)peoplelosttheirliveswhenflight(###),a(aircrafttype),

washijackedbyapassengeronboardtheaircraft.Passengerswitnessingtheincidentsaidthe

(manorwoman)rosefrom(hisorher)seatanddeclared(heorshe)wastakingcontrolofthe

aircraft.(Heorshe)claimedtohaveanexplosiveonboardanddemandedtobeflownto

(destination).Passengersandcrewmemberswereabletosubduethehijackerandflight(###)

landedsafelyat(destination)afterpilotscommunicatedthesituationtoairtrafficcontrol.

Unfortunately,(###)injuriesand(###)fatalitiesresultedfrompassengersandcrewmembers

takingcontrolofthesituationandsubduingthehijacker.Thehijacker’smotivesfortaking

controlofflight(###)arestillnotknown,but(heorshe)iscurrentlyincustody.

34

Letmetellyoubrieflywhereweareintheinvestigation.Weareinthemidstofavery

disciplinedandthoroughinvestigativeprocess:

• Videofootagefrom(airportname)iscurrentlybeingexaminedtodeterminehowthe

passengerwasabletogetthroughsecuritywithoutanyissue.

• Videofootageobtainedfrompassengersonboardflight(###)iscurrentlybeing

examinedtobetterunderstandtheeventsthattookplaceontheaircraft.

• Wesentinvestigatorstotalktothefamilyandfriendsofthehijackerinorderto

determine(hisorher)possiblemotives.

• Weareexaminingtheairline’strainingpracticesandwillbeconductinggroundtestsof

safetysituationsandflightcontrols.

WearecontinuingtoinvestigateincidentsreportedtoVirginAmerica,theTSA,theNTSBand

otherorganizationsthatmightprovideadditionalinformationforthisinvestigation.For

example,severalTSAemployeesreportedwitnessingcolleagues’poorworkhabitsontheclock.

Wehaveexaminedover24hoursofvideofootagetoassessproblemswithairportsecurity.I

mentionthisbecauseitisimportantthetravelingpublicknowshowthoroughlywearelooking

intothisincidentandthemeasureswewillbetakingtopreventsomethinglikethisfrom

happeningagain.

Nowlet’sturntothesafetyissueathand.

Duringthecourseofanyinvestigation,theNTSBissuesinterimsafetyrecommendationswhen

itfindsamatterofconcernthatneedsimmediateattention,whetherornottheinvestigation

itselfiscomplete.Manytimes,interimsafetyrecommendationsaddressmattersthatarelater

35

foundnottohavecausedorcontributedtotheaccident.Nevertheless,theyoftenidentify

safetyproblemsthatcouldcauseincidentsinthefuture.

Today,weareissuingtwointerimsafetyrecommendations.WeatVirginAmericahaveworked

withtheTSA’sadministrator,Mr.PeterV.Neffenger,totakeactionregardingthese

recommendations.Firstoff,ourworkduringtheflight(###)investigationhasrevealedtechnical

problemswithsecuritydevicesat(airportname).Wehavefoundfaultswiththex-rayscanners

onthemachineryat(airportname),butalsoatthefollowingairports:(airportnames).Our

concernisnotlimitedtoonelocation,butisindustrywide.Weareintheprocessofcontacting

manufacturersaswespeak.

Second,basedoninterviewswiththepilotcommunity,itappearsmanypilotsdonotfeel

adequatelypreparedtohandlehijackingincidents.Aftertalkingtootherstaffonboardflights,

wehavefoundtheyfeelthesame.

WeareaskingtheFederalAviationAdministrationtorequirepilotandstafftrainingprograms

thatbetterprepareemployeesforhighlystressfulsituations.Duetoourrelianceonstrict

securityregulationandotherfactors,wehavecometobelieveaircrafthijackingisnotvery

likely.However,theeventson(insertdate)haveproveduswrong.

PiloteducationandtrainingisevenmorecriticalinlightofAmerica'spost-September11th

focusonsecurity.BeforeSeptember11th,pilotswereinstructedtocomplywithterrorist's

demands.Now,pilotsmayhavetoresorttoextremeaircraftmovementstodisableterrorists.It

isimportantthatbothpilotsandotherstaffonboardouraircraftsfeelconfidentindealingwith

thesescenarios.

Ourrecommendationstodayarenotmeanttoblameanyorganizationorgroupofpeoplefor

theincidentregardingflight(###),butrathertohighlightissuesandconcernswithinoursystem

36

andworktowardsprevention.Weallclearlyunderstandtheserecommendationsareabout

technicaltroubleshootingandemployeeeducationandtraining-notaquestionofhumanerror.

Toaddressanyconcernamongtheflyingpublic,letmepointoutonceagainthatwearenot

leavinganystoneunturnedthroughoutthecourseofthisinvestigation.Ourpurposeisnotto

createmoreconcernandstress,butrathertonotifyouremployees,thepublicandother

individualsaboutwhatwehavelearnedsofar.Safetyisourgreatestconcernwhenitcomesto

dealingwiththissituation.Theseissuesrequireimmediateawarenessandattentionto

ultimatelypreventanotherincidentlikethisfromhappening.

IwillnowaskBradThomanntodiscusssomeofthemoretechnicalaspectsoftheNTSB’s

recommendationstoday,andthenwewilltakeafewquestions.Wehavecopiesofour

statementsregardingtheincident,ourpressreleaseandothercompanyinformationherein

theroom,aswellasonourwebsite.Thankyou.

37

MASSFLIGHTCANCELLATIONSHoldingStatementandMediaStatementTemplates

38

MASSFLIGHTCANCELLATIONSPressReleaseTemplate

39

MASSFLIGHTCANCELLATIONSSocialMediaPostTemplates

40

MASSFLIGHTCANCELLATIONSSampleQ&A

41

42

MASSFLIGHTCANCELLATIONSSamplePressConferenceScript

Goodmorningeveryone,mynameisAbbyLunardini,IamtheVicePresidentof

BrandingandCommunicationsforVirginAmericanAirlines.First,Iwouldliketo

thankyouallforjoiningustoday.ManyofyouhaveotherdutiestoattendtosoI

wanttomakethisasclearandconciseaspossible.Ifthereareanyquestions,I

willbehappytotakethemattheend.Inaddition,ourChiefOperatingOfficer,

SteveForte,isherewithmetodaytoansweranyquestionsthatmightbeoutside

ofmyscope.

On(insertdate)VirginAmericanAirlinesexperienced(insertincident)thatledto

massiveandunforeseendelaysandcancellationsacrossthenation.Werely

heavilyon(insertresource)whichallowsustooperateefficientlyandatfull

capacityforthepleasureofourcustomers.Ourgoalistoprovidethebestservice

andflightresourcestoourtravelers.Webelievethe(insertresource)isthebest

qualityandthemostefficientresourcetoserveourcustomers.However,like

manytechnology,the(insertresource)failedon(insertdate)dueto(insert

cause).

On(insertdate)ouroperationsandtechnologyteamworkedrigorouslyand

tirelesslytorevivethe(insertresource).Aftermanyfailedattemptswewereable

torebootandsuccessfullyoperatetoourfullpotential.Sincetheincidentfirst

beganon(insertdateandtime),wewereforcedtocancel(###)flights.In

addition,customersexperiencedflightdelaysthatextendedforaslongas(insert

43

hoursand/ordays).Inresponsetotheincidentwehaveprovidedfullrefunds,

reservationchangesatnocost,hotelaccommodationsandreservationvouchers

toimpactedcustomers.Theseaccommodationsinnowayreplacethelossoftime

norpeaceofmindofimpactedtravelers.However,wehopethatitmitigatesa

smallportionoftheinconveniencethisincidenthascaused.

Inaddition,wehaveutilizedallofourcallcentersnationwidefor24-hoursupport

toourcustomers.Werealizethe(insertincident)hasjeopardizedouronline

communicationwithcustomersbutwewanttomakesuretheycanreachusat

anytimetogetinformation.Customerswhoarestillexperiencingdelayscan

reachourcentralizedcallcenterat1(800)555-5555.Someonewillbeableto

directyoutothecorrectinformation.

VirginAmericahasneverexperiencedelaysofthismagnitude.Theresultofthis

(insertincident)isunprecedentedforourairline.Wehaveateamofexternal

investigatorswhoareonstafftomakesurethisneverhappensagain.

Finally,weacceptallresponsibilityforthisincidentandwesincerelyapologizefor

inconvenienceandupset.Wevalueourcustomers;pleaseknowthatyouareour

numberonepriority.Wewillcontinuetoworkuntileverycustomeriscompletely

satisfiedandreachestheirfinaldestination.

ThankyouagainforyourpatienceandcontinuingtobelieveandtrustinVirgin

AmericanAirlines.Atthistime,Iwilltakeanyquestionsyoumayhave.

44

AIRPLANECRASHHoldingStatementandMediaStatementTemplates

45

AIRPLANECRASH


46

AIRPLANECRASH


47

AIRPLANECRASH

SampleQ&A

48

AIRPLANECRASH


Thankyouallforcoming.IamDavidCush,IamPresidentandCEOofVirgin

AmericaAirlines.WithmetodayIhaveMr.BradThomann,VicePresidentof

FlightOperations.Ourpurposeinthisbriefingtodayistoprovideanupdateon

theincidenton(dateofcrash)involvingthecrashofVirginAmericaAirlinesflight

(####)andtoreleasesafetyinformationthathascomeupatthisearlystagein

thependinginvestigation.

TheNationalTransportationSafetyBoardiscurrentlyleadinconductingthe

investigationintothecrashofVirginAmericaAirlinesflight(####).Ourmaingoal

inthisinvestigationistodeterminethecauseofthisaccidentandtoworkfurther

toimprovesafetyprecautionstopreventeventslikethesefromhappeningagain.

(#ofdays,weeks,ormonths)ago(#of)peoplelosttheirliveswhenflight(####)

tragically(reasonforcrash)andcrashed.Theaircraftwasa(typeofplane)andit

hasbeendeterminedthattheaircraft(was/wasnot)uptodateonallsafety

equipment.Whileduringtheinvestigationithasbeenproventhatflightcrew

followedallsafetyprotocolthatwasrequiredofthemduringthistypeofplane

crash.

TheexactcauseofthecrashofVirginAmericaFlight(####)isstillyettobe

determinedwhilethiscaseisstillunderinvestigation.

49

Abriefexplanationofwhyweareinvestigatingissimplybecausewestrivetoput

thesafetyfirstofnotonlyourpassengersbutalsoourflightcrewhereinour

VirginAmericafamily.Weareinthemidstofaverythoroughinvestigative

process:

• Recordingfromtheflight(####)iscurrentlybeingreviewedforsoundbites,

astheremaybealeadtowhatcausedtheplanecrash.

• Videofootageobtainedfromrecoveredfootagefrompassengersonboard

flight(####)iscurrentlybeingexplainedtobetterunderstandwhythe

planecrashed.

• Wearereviewingtheairline’ssafetytrainingprocessandfurthertesting

andexamination.

Iwouldliketothankyouallforcomingheretodayforthispressconference

today.Whilethisinvestigationisstillunderwaywillupdateallkeypublicsonthe

informationthatwedohavesofar,thisinformationwillbereleasedonour

websitewhichisprovidedonasafetyhandoutyouwillallreceiveuponexiting

thispressconference,thishandoutalsohasmediacontactsforthosemedia

outletswhowishtosetupfurtherinterviews.

50

EVALUATIONFORMSCrisisPlanEvaluation

Thefollowingisanevaluationform.Pleasefillthisformoutandreturnittoyouradministrator.

Thisformwillprovideessentialfeedbackregardingtheefficiencyofthiscrisiscommunication

plan.ThankyouforyourcollaborationandpleaseknowthatVirginAmericavaluesour

employeesandrealizesthatwecouldnotdoitwithoutyou.

Pleaseratethefollowingstatementsonascalefrom1to5,with1beingverylittleand5being

verymuch.

1.Iagreewiththeproposedbi-annualcrisisrehearsaldates.

1 2 3 4 5

Comments:

2.Iunderstandmyroleinnotifyingthecrisiscommunicationteammembers.

1 2 3 4 5

Comments:

3.Mycontactinformationprovidedinthiscrisiscommunicationplanisaccurate.

Yes No

Comments:

51

4.Iunderstandtheroleandexpectationsofamediaspokesperson.

1 2 3 4 5

Comments:

5.Asawhole,IthinkthiscrisiscommunicationplaniseffectiveandwillbebeneficialtoVirgin

America.

1 2 3 4 5

Comments:

52

Post-CrisisEvaluation

Followingacrisis,feedbackwillbegatheredintheformofanindividualinterviewfor

executivesandmanagementandasurveyevaluationforallotheremployees.Wewillbe

gatheringallinformationcollectedpost-crisisandcreatingasinglereport.Somequestionsto

considerduringtheevaluationphaseofacrisisare:

• Wereemployeesconfused?Whyorwhynot?

• Didemployeesknowwhattheyweresupposedtodo?Whyorwhynot?

• Wasthepublicupdatedinatimelymanner?

• Wasthemediagivenaccurateinformation?

• Wasthecrisismanagementteameffective?

• Wasthecrisismanagementteamassembledquicklyandreadytotakeaction?

• Werefactsaboutthecrisisgatheredquicklyandaccurately?

• Werecriticalstepsmissingintheplan?Ifso,whatsteps?

• Howcouldthecompanybebetterpreparedforcrisisinthefuture?

• Couldthecrisishavebeenavoidedifcertainactionshadbeentaken?Whatactions?

• Wasthespokespersonabletoanswerallmediainquirieseffectively?Whynot?

• Wasthespokespersonthebestindividualqualifiedtohandlethecrisis?

• Whatwasthemostdifficultaspectofhandlingthecrisis?

• Whatelsedoyouthinkthecompanymaybeatriskforinthefuture?

Documents

Crisis Communications Plan · 2017. 10. 16. · KATHERINE SALDIVAR, MARIA SPEARS AND AJA SANDERS CRISIS COMMUNICATIONS PLAN 2 TABLE OF CONTENTS A Message from our CEO 3 Acknowledgement