Volkswagen Group of America Inc. Crisis Communication ......The Volkswagen Group of America Inc. crisis communication plan outlines the various preparation and response strategies

Volkswagen Group of America Inc. Crisis Communication Plan 2016

Scott Conklin, Melody Goforth, Zackary Green, Belle Hillenburg, Camila Godoy

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Table of Contents

Rehearsal Dates…………………………………………………………………………..………..2 Acknowledgment…………………………………………………….……………………………4 Crisis Communication Team Contact List……………...…………………………………………5 Section I: Crisis Communication Plan Crisis Communication Plan Overview and Crisis Overview……...………………………………6 Crisis Communication Team Roles and Responsibilities…………………....……………………7 Analysis of Potential Crises……………………………….………………………………………8 List of Stakeholders……………………………….………………….…………………………...9 Action Plan……………………………….………………………………..……………………..10 Media Relations Plan………………………….…….………………….………………………..11 Press Conference Guidelines………………………………………………………………….…13 National Media Contact Directory……….…………………………..………………………..…14 Section II: Templates Volkswagen Group of America Inc. Mission and Backgrounder……….…………....…...……..15 Media Initial Statement……….…………………………..…………………………….…..……16 Media Holding Statement……….…………………………..……………………….………..…17 Sample Fact Sheet……….…………………………..………………………………….……..…18 Sample Press Conference Alert/Media Advisory……….……………………...…………..……20 Sample News Release on Organizational Misdeeds……….………………………...………..…22 Sample News Release on Product Tampering……….……………………....………………..…24 Sample News Release on Government Investigations/Lawsuits……...…………………..…..…26 Sample Social Media Posts……….…………………………..………………..…….………..…28 Dark Site Information/Sample Dark Site Alerts……….…………………………….………..…30 Media Sign-In Sheet……….…………………………..……………………….…………….….32 What the Media Will Ask……….…………………………..………………...…….…….…..…33 Key Messages Worksheet……….…………………………..………...…………….…….…..…34 Incident Report Sheet……….…………………………..……………………….………...…..…35 Media Tracking Log……….…………………………..……………………….…….….………36 Stakeholder Contact Worksheet……….…………………………..……………….……….....…37 Section III: Appendix Volkswagen Group of America Inc. Contact Information/Social Media…...……………...……38

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Rehearsal Dates

Date Location Time

October 27, 2016 Carroll Hall 283 2 p.m. - 3:15 p.m.

November 1, 2016 Carroll Hall 283 2 p.m. - 3:15 p.m.






November 21, 2016 Carroll Hall 268 8:30 p.m. - 10 p.m.



November 30, 2016 Carroll Hall 141 6:15 p.m. - 7:20 p.m.

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Volkswagen Group of America Inc. Crisis Communication Plan Acknowledgement

The Volkswagen Group of America Inc. crisis communication plan outlines the various preparation and response strategies designed to help team members prevent and/or mitigate the damages caused by a crisis event. All employees are expected to read this plan and acknowledge their understanding of its contents. Upon completion of reading the plan please sign, date and return this form.

Employee Name (Print): ___________________________________________

Employee Signature: ______________________________________________

Date: __________________________________________________________

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Crisis Communication Team Contact List

Mario Guerriero, Executive Vice President of Group Communications

(703) 364-7213 [email protected]

Jessica Anderson, Product Communications Specialist


Jeannine Ginivan, Corporate Communications Senior Manager


William Gock, Product Communications Senior Specialist


Philipp Doerfler, Corporate Communications Specialist


Darryll Harrison, Manager, lifestyle, innovation and regional communications


Scott Neal Wilson, Head of Communications, Volkswagen Chattanooga


Catarina Mette, Head of Communications, engineering and planning center


Melody Goforth, Legal and investigations specialist


Zackary Green, Business operations and leadership specialist


Belle Hillenburg, Technical and vehicle specialist


Scott Conklin, Financial specialist (919) 606-3648 [email protected]

Camila Godoy, Environment and sustainability specialist


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Section I: Crisis Communication Plan

Crisis Communication Plan Overview The purpose of this crisis communication plan is to help facilitate the effective and efficient delivery of information in response to a variety of crisis situations Volkswagen Group of America Inc. might face. These crises have the potential to occur at any time; therefore, this plan includes the documentation and contact information needed to disseminate key messages to internal and external stakeholders at the onset of a particular crisis. Volkswagen’s communication strategy will work to frame the conversation to focus on corrective action and rebuilding strategies. This will be achieved by emphasizing Volkswagen’s recent efforts in working toward technological innovation and the future of the automobile industry. To avoid increased uncertainty among stakeholders, Volkswagen will establish full transparency by publicly committing to the release of new information as it becomes available during the crisis period. Additionally, our messaging strategies will provide specific details of how Volkswagen will prevent similar crises from happening in the future. In order to successfully incorporate these messaging strategies into our crisis response, we will employ the following information distribution methods: media kits, social media posts, dark site alerts and informational materials. It is important to note that failure to execute this plan as outlined can negatively impact Volkswagen and its ability to function. Crisis Overview Volkswagen defines a crisis as an event or incident that threatens important expectancies of stakeholders related to health, safety, environmental and financial issues and can seriously impact Volkswagen’s performance and generate negative outcomes. The ongoing mission of Volkswagen Group of America is to create vehicles that are at the forefront of technological innovation. This includes growing and adapting to consumer markets in order to meet stakeholder expectations. Volkswagen’s customers are identified as the company’s primary stakeholders; therefore, consumer opinions must be constantly monitored to prevent a crisis situation and maintain the support necessary to ensure the company’s overall ability to function. For example, the diesel emissions scandal that emerged in September 2015 represents a crisis situation that has greatly damaged trust with customers and government organizations responsible for establishing today’s existing environmental regulations. The Environmental Protection Agency (EPA) issued a notice to Volkswagen AG, Audi AG and Volkswagen Group of America in mid-September that identified Volkswagen’s violation of Clean Air Act regulations. Over the past year, civil and criminal lawsuits have been filed against the company, and responsibility for the scandal has been assigned to Volkswagen’s key executives. With this in mind, Volkswagen’s current manufacturing and business practices present ample opportunities for internal or external incidents to develop into immediate crises for the company.

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Crisis Communication Team Roles and Responsibilities

Corporate Officers ● Hinrich Woebcken, CEO: Oversees U.S. operations of worldwide family brands

including Audi, Bentley, Bugatti, Lamborghini and Volkswagen, as well as VW Credit, Inc.

● Mark McNabb, Chief Operations Officer: Responsible for managing sales, aftersales and customer experience.

● Ronald Stach, Vice President of Sales: Manages sales regions, retail programs and fleet and remarketing.

● Scott Keogh is President of Audi of America and heads all U.S. activities of the company including sales growth, customer consideration, brand esteem and dealer-network development.

Communications Team ● Mario Guerreiro, Executive Vice President of Communications: Responsible for all

aspects of communications for Volkswagen Group and Volkswagen brand in the U.S. Handles corporate media relations, brand communications and internal communications.

● Belle Hillenburg, technical specialist: Spokesperson for information regarding the TDI emissions defeat device. Prepared to answer questions regarding vehicle models, engineering contracts and recall or repair efforts.

● Melody Goforth, legal specialist: Spokesperson for legal investigations and information on settlements. In charge of media relating to settlements and Volkswagen legal matters in the U.S.

● Camila Godoy, environmental specialist: Spokesperson for Volkswagen’s environmental initiatives including the new line of electric vehicles, and the company’s relationship with the Environmental Protection Agency.

● Scott Conklin, financial specialist: Spokesperson for investor relations and financial inquiries. Prepared to answer questions relating to Volkswagen financial holdings and credit line.

● Zackary Green, business operations specialist: Spokesperson for internal communications and personnel requirements. Responsible for internal media and press inquiries related to business operations.

Board of Management at Volkswagen Inc. ● Matthias Müller, Chairman and CEO of Volkswagen AG: Oversees Volkswagen

operations globally. ● Karlheinz Blessing, Functional Responsibility: Board member responsible for human

resources and organizational efforts of Volkswagen AG. ● Herbert Diess, Chairman of the Board of Management: Responsible for management of

Volkswagen passenger cars brand.

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Analysis of Potential Crises

In examining the likelihood and impact of various crisis types, the inaugural crisis management team identified the highest-ranking situations to fall underneath categories related to product tampering, organizational misdeeds and government investigations/lawsuits. Please see below for an outline of potential crisis situations: The crisis situation that presents the greatest potential impact for Volkswagen Group of America Inc. is that of organizational misdeeds. Maintaining the trust of stakeholders is vital to the successful operation of the company’s manufacturing and business practices. If key executives and management knowingly participate in actions that are against the law or put stakeholders at risk, they negatively impact stakeholder perceptions, which could result in a massive loss of profit. The company’s current diesel emissions issue has already demonstrated a loss in profits due to loss of trust among stakeholders. With this in mind, we acknowledge that organizational misdeeds, whether confirmed or speculated, are of great risk to the organization. The most likely potential crisis for Volkswagen Group of America is that of product tampering. This type of crisis was given a high likelihood rating due to the recent diesel emissions issue involving the planting of a “defeat device” in some 2-liter models. Product tampering would involve a Volkswagen employee purposefully damaging or altering a vehicle’s part during the assembly process or adding a part that has not officially been cleared with appropriate management. Although filling out incident reports can help prevent extensive physical or environmental damages, Volkswagen Group of America acknowledges that product tampering can go about undetected and recognizes the potential risk of a crisis situation. Government investigations and lawsuits also present a potential risk for a crisis situation. Government investigations not only have a negative effect on the image of the organization, but they also have the potential to put its relationships with investors at risk. Class action lawsuits related to the diesel emissions situation have resulted in a large amount of negative media coverage. This continued coverage and stakeholder uncertainty over the details of these lawsuits could trigger a crisis situation.

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List of Stakeholders

Internal ● Key Executives

○ Hans Dieter Pötsch, Chairman of Volkswagen Supervisory Board ○ Matthias Müller, CEO of Volkswagen Group ○ Hinrich J. Woebcken, CEO of Volkswagen Group of America, Inc. ○ Frank Witter, CFO of Volkswagen Group ○ Volkswagen Supervisory Board Members

● Owners ○ Porsche Automobil Holding SE (52.2%) ○ State of Lower Saxony (20.0%)

● Qatar Investment Authority (17.0%) ● Employees

○ Volkswagen Chattanooga Assembly Plant employees ○ Volkswagen Group employees as a whole

External ● Customers

○ Volkswagen owners/lessees ○ Families of owners/lessees ○ Friends of owners/lessees

● Suppliers ○ Robert Bosch GmbH ○ Chattanooga Plant Suppliers

● Volkswagen Dealers (United States) ● Shareholders ● Media

○ Print ○ Online ○ Broadcast

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Action Plan

The Department of Communications is the entity in charge of information delivery to all constituencies and stakeholders in the case of an emergency. This will be done in order to, above all, make sure Volkswagen Group of America Inc.’s response to a crisis is quick, and to maintain the accuracy, sensitivity, flow and tone of information. During an emergency, the Executive Vice President of Communications will be the main spokesperson for Volkswagen Group of America Inc. In addition, in the event that the organization invites the media to a press conference, answers will be given according to each team member’s subject of expertise. Immediate Response: ● The COO will determine the crisis type and the time when an official statement is to be

released. ● After an official statement has been released, the Executive Vice President (EVP) of

Communications is in charge of establishing him or herself as the principal spokesperson for Volkswagen Group of America Inc.

● A scan of the social and traditional media is to be done as soon as an emergency occurs. This is to be done by the Department of Communications to keep record of what information the public and media know.

● EVP will organize the crisis communication team and delegate responsibilities. ● EVP will craft a message for the necessary internal parties to become aware of the

situation. ● Organization employees should be informed to not publish any information on social

media regarding the crisis. Ongoing Response: ● A scan of traditional and social media must be continued until the environment is back to

normal. ● The Department of Communications is in charge of controlling all information flow from

the corporation to the media and stakeholders, and it should be quick to correct any misinformation or speculations. ○ The EVP should continue being the principal spokesperson for the company until

the emergency achieves “pre-crisis” status. ○ Sensitive information is to be disseminated only to the necessary stakeholders.

● Press conferences are to be scheduled when necessary and to inform the media and the public of any big changes or events. ○ Press releases are to be used as short term vehicles of information dissemination.

● The EVP, along with his or her crisis communication team, will evaluate the response and results of the crisis communication plan.

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Media Relations Plan Overview The media is always a stakeholder during a crisis and should be handled with the utmost care and respect. Members of the crisis communication team should always respond to media inquires honestly, succinctly and in a timely manner to maintain trust during and after a crisis situation. Plan to follow this checklist as best as possible and adapt it to the situation at hand. Media Relations Response Checklist First Alert ● Upon first recognition of potential crisis situation, notify Volkswagen Group of America

Inc. Executive Vice President of Communications. ○ EVP of Communications will call meeting with entire C-Suite to discuss plan of

action and crisis response strategy. ● Assess immediate danger, urgency of situation and level of potential impact. ● Decide whether to issue written statement or hold press conference. ● Decide when to release statement or when/where a press conference will be held. ● Communicate details of planned statement to media and direct reporters to appropriate

communication channels in advance of statement. ○ Delay answering media inquiries until an initial statement has been delivered.

Gather Information ● Focus social media and web monitoring on situation. ● Gather and verify facts of situation from internal personnel or responding emergency

authorities. ○ Determine if there are any injuries or fatalities. ○ Verify if imminent risk still persists or has been neutralized. ○ Time code all information as it arrives.

● Find out who, what and where and confirm response strategy from C-suite. ○ Do not speculate on why or how until all facts are known.

Craft Response and Prepare for Media ● Develop three key messages to act as a scaffold for written statement, press conference

and direct media inquiries. ● Tap relevant communications specialists and spokespersons to begin writing press

releases, press conference talking points and media inquiry responses. ● Brief relevant C-suite members on messaging strategy and review media training if

necessary. ● Receive approval of any communications materials from EVP of Communications before

release. ● Verify list of reporters in attendance of press conference.

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● Once all materials are verified, notify any key internal stakeholders such as upper management via concerted email ahead of any official releases on condition of silence.

Deliver Response ● All written statements are to be pushed out at once on all communication channels

including web (dark site if necessary), social media accounts and newswires. ● Sign in pre-registered reporters as they arrive. ● Proceed with briefing. ● Advise media of time and date of next briefing or statement. ● Continue following up with all media inquiries.

Post Briefing Evaluation and Ongoing Media Relations ● Monitor media coverage on social media, web news outlets and broadcast television. ● Identify and correct any factual errors being reported in media. ● Continue gathering facts and initiate formal investigation if necessary. ● Proceed back to step three for next public statement. ● Log all correspondence with media. ● Evaluate effectiveness of messaging and execution of media relations plan. ● Develop lessons learned document and revise plan as necessary.

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Press Conference Guidelines

News Briefing Materials Checklist ● Media Sign-In Sheet ● Notes for Spokesperson (messaging points, key information, etc.) ● Dispensable media kits (printed, in folders, etc.)

Press Conference Messaging Order ● Situation Overview: (what occurred, how it happened, the extent of the damage, etc.) ● Initial Response to Situation: (what Volkswagen has done so far to address the situation) ● Current Action: (who Volkswagen is working with, how info is being shared, where to

visit to locate most up-to-date info, etc.) ● Closing: (summary of all that was said, end with restatement of goals of current action

(i.e. winning back the trust of customers)) Spokesperson Guidelines for Press Conference ● No Jargon. Use everyday language. ● No guessing/speculating. Offer to connect journalist with accurate information after press

conference. ● Do not say “No comment.”

○ “We do not have the full details at this time and will provide you with an answer once we have all of those details.”

● Pass/direct specific, topical questions to the correct spokesperson

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National Media Contact Directory

Outlet Name Phone Email

ABC (212) 456-7777 [email protected]

Associated Press (212) 621-1500 [email protected]

Autoweek (313) 446-0318 [email protected]

Bloomberg (415) 912-2960 [email protected]

Consumer Report (914) 378-2029 [email protected]

CNN (212) 275-8030 [email protected]

Financial Times (917) 551 5005 [email protected]

Forbes (212) 620-1887 [email protected]

Fox Business (212) 301-3000 [email protected]

NBC (212) 664-4444 [email protected]

New York Times (212) 556-1234 [email protected]

Wall Street Journal (212) 416-2000 [email protected]

Washington Post (202) 334-6100 [email protected]

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Section II: Templates

Volkswagen Group of America Inc. Mission and Backgrounder

Mission Statement:

“Our mission is to develop innovations and technologies for future generations of cars and to transfer technologies from many industries into the automotive domain.”

Volkswagen Group of America Inc. Volkswagen Group of America Inc. was founded in 1955 in Herndon, Virginia, and its headquarters currently remain in Herndon. The company has approximately 6,000 employees in the U.S. and sells its vehicles through a 1,000-strong dealer network. Volkswagen Group of America is a wholly owned subsidiary of Volkswagen Group, Inc. The company operates a manufacturing plant in Chattanooga, Tennessee and houses the U.S. operations of automobile brands Audi, Bentley, Bugatti, Lamborghini and Volkswagen as well as VW Credit Inc. The current CEO of Volkswagen Group of America is Hinrich J. Woebcken. TDI Diesel Issue Following an investigation by the Environmental Protection Agency (EPA) in 2015, it was discovered that some Volkswagen vehicles were programmed to decrease the amount of reported nitrogen oxide emissions during testing. It is estimated that 475,000 vehicles in the United States are affected. To remedy this issue, Volkswagen is diligently working with the EPA and the California Air Resources Board (CARB) to find a sustainable repair process for the vehicles. In the meantime, Volkswagen is offering monetary compensation to consumers depending on the age of their affected vehicles as well as a buyback program for the cars. More information on the affected vehicle models is available at: https://www.vwdieselinfo.com/. In addition to working with the EPA and CARB to repair and buyback vehicles, Volkswagen is working on a more environmentally sustainable mission for the company. On June 16, 2016, Volkswagen introduced “TOGETHER — Strategy 2025,” which outlines the strategic future of VW over the next decade. The plan involves a line of exclusively electric vehicles. The goal of Volkswagen Group’s renewed vision is to become a globally leading provider of sustainable mobility by 2025.

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Media Initial Statement

Good morning everyone. Thank you for being here today at the press conference for Volkswagen Group of America Inc. We are here to talk about the recent TDI emissions issue. Before we begin, the members of the crisis communication team for Volkswagen Group of America would like to introduce themselves and identify their specializations throughout this process. (Team Introductions) Today’s conference will address Volkswagen’s compensation efforts following the use of a ‘defeat device’ that underreported emissions levels during testing. Volkswagen expressly regrets these decisions and apologizes for the damage it has caused. In light of this, we will also discuss the company’s renewed mission towards sustainable mobility. On Sept. 18, 2015, the Environmental Protection Agency issued a Clean Air Act violation notice to Volkswagen Group claiming that Volkswagen had intentionally programmed turbocharged diesel engines to alter emission production under laboratory testing conditions. Decisions to create emissions altering software were not approved by Volkswagen upper management and were made by a group of engineers who acted without the knowledge of their superiors. Our customers’ loyalty, satisfaction and trust are at the center of Volkswagen’s ideology and we plan on making things right. As of Oct. 25, 2016, owners and lessees of affected models have been notified via mail about the opportunity to take part in a $10 billion buyback program that was approved by U.S. District Judge Charles Breyer. Owners and lessees have until May 2018 to elect participation in the buyback program. Concerning the environmental impact of the impacted vehicles, Volkswagen is fully cooperating with an investigation with the EPA and plans to follow all suggested actions. Additionally, Volkswagen will spend a total of $4.7 billion to mitigate the pollution from the cars with the installed devices and to invest in green vehicle technology. Volkswagen will phase out 30,000 employees globally, primarily in Europe, over the next five years as it moves forward to address its past, present and future role in the lives of consumers and the automotive industry. It is with a sincere interest in transparency that we now open the floor to questions.

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Media Holding Statement We have no new information at this time regarding the [Insert crisis type here] issue. Volkswagen Group of America Inc. is cooperating with the appropriate authorities and will provide more information once it becomes available. In light of recent events, Volkswagen Group of America is holding a press conference on [Insert date here] to answer questions from the media and the public. The press conference will be livestreamed on http://www.volkswagengroupamerica.com/. We appreciate your patience.

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Sample Fact Sheet Volkswagen Group of America Inc. Email: [email protected] Phone: (111) 111-1111

FACT SHEET FOR IMMEDIATE RELEASE- [INSERT DATE HERE]

VOLKSWAGEN GROUP OF AMERICA INC.: STRATEGY 2025 AND [INSERT CRISIS

TYPE] ISSUE Volkswagen Group of America Inc.

Volkswagen Group of America Inc. is a wholly owned subsidiary of Volkswagen Group, one of the world’s leading automobile manufacturers and the largest carmaker in Europe. It operates a manufacturing plant in Chattanooga, Tennessee, and houses the U.S. operations of a worldwide family of distinguished and exciting brands including Audi, Bentley, Bugatti, Lamborghini and Volkswagen as well as VW Credit Inc. The company has approximately 6,000 employees in the United States and sells its vehicles through a 1,000-strong dealer network.

Volkswagen Strategy 2025 On June 16, 2016, Volkswagen Group introduced “TOGETHER — Strategy 2025,” which outlines the strategic future of the company over next decade. Volkswagen’s renewed vision is to become a globally leading provider of sustainable mobility by 2025. ● Transformation of Core Business

○ Volkswagen Group aims to streamline its current vehicle and drivetrain portfolio while investing heavily in electric vehicle offerings. Volkswagen is planning to launch 30 battery-powered electric vehicles by 2025.

● New Competencies for the Future ○ Volkswagen is making significant efforts in autonomous driving, artificial

intelligence and on-demand mobility solutions to meet the future needs of a rapidly growing automotive market.

● Significant Efficiency Improvements ○ Multibillion-dollar investments under “Strategy 2025” will be financed by

optimizing operational efficiency across all divisions and functions. ● Transformation of Corporate Culture and Organization

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○

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Page 2 – Fact Sheet

○ Volkswagen’s 2025 strategy will be supported by comprehensive organizational reform aimed at cultivating a more transparent discussion culture, flatter hierarchical structure and agile entrepreneurial spirit. This will all be supported by a new corporate mission, leadership model and broad-based integrity campaign.

● United States Specific Strategy: ○ Volkswagen plans to expand SUV and sedan offerings in North America. By

2020, 19 SUV models will be available for sale. ○ Volkswagen’s electric vehicle initiative includes EV manufacturing in United

States beginning 2021.

More information about Volkswagen’s “TOGETHER — Strategy 2025” can be found at http://bit.ly/1S77E2M Volkswagen Group of America [Insert Crisis Type] Issue ● [General Overview of Situation including who, what, when, where, why how] ● [Official VW statement including the company’s position on the situation and status of

any company efforts] ● [Three to four bullets including additional details] ● [Links to additional details online]

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Sample Press Conference Alert/Media Advisory Volkswagen Group of America Inc. Email: [email protected] Phone: (111) 111-1111

MEDIA ADVISORY

FOR IMMEDIATE RELEASE- [INSERT DATE HERE]

VOLKSWAGEN TO HOST PRESS CONFERENCE ADDRESSING [INSERT CRISIS ISSUE HERE]

HERNDON, V.A.-- Volkswagen Group of America Inc. will be hosting a press conference to inform the public and the press of its current knowledge of the recent [insert crisis type] issue and address the company’s plans for corrective action. [Insert information on the focus of the press conference, main talking points, future plans of action, etc.]. WHAT: Volkswagen Group of America Inc. is holding a press

conference to discuss the recent [insert crisis type] issue. Local and national news outlets, as well as, invited guests are welcomed to attend the press conference and are encouraged to ask questions after the opening statement. We encourage the participation of a variety of communication channels, including but not limited to, print, television and radio. The Volkswagen crisis management team will provide factsheets for all attendees, which will contain detailed information on the company and the emissions crisis.

WHO: [Insert names of key executives that will be present at the

event. Provide additional information on whether or not they will provide opening remarks.]. The Volkswagen Group of America communications team will be present at the press conference to provide the opening statement and answer questions from the media.

WHEN: The press conference will take place on [insert date here],

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Page 2 – Media Advisory at [insert time here]. [Insert additional information that media will need to know. This includes any sign-in process they may need to go through, etc.]. Scheduled activities: [insert time here] Arrival of Media and Invited Guests [insert time here] Welcome by [Insert name of executive here] [insert time here] Opening Statements [insert time here] Time for Questions

WHERE: The event will be held at [insert address of the press

conference] [Insert floor number and room number]. DETAILS: [Insert name of executive] will provide an opening

statement and introduction prior to answering questions from the media and guests. There will be a specific amount of time dedicated to addressing these questions, so we ask that attendees have their questions prepared beforehand. The focus of this press conference is to address recent updates related to the [insert crisis type] issue. We ask that all questions remain related to these topics.

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Sample News Release on Organizational Misdeeds Volkswagen Group of America Inc. Email: [email protected] Phone: (111) 111-1111

NEWS RELEASE

FOR IMMEDIATE RELEASE -- [INSERT DATE HERE]

VOLKSWAGEN GROUP OF AMERICA INC. STATEMENT ON [INSERT NAME OF EXECUTIVE]

[DATELNE] —The Volkswagen Group of America deeply regrets [insert a short

description of situation here]. In the days and months to follow the American headquarters of the

German automaker will perform an investigation to unravel all the parties involved and

responsible.

“Our main responsibility is to continue working hard to ensure our customers and

stakeholders know they can trust us,” said [insert name of executive]. “We will be performing an

investigation and inform all of our stakeholders as findings begin to unravel.”

*If the communications team deems a press conference necessary:

In order to make sure all interested parties are kept informed, the Volkswagen Group of

America Inc. invites members of the media to attend a press conference on [insert date here] at

[insert venue here]. The organization wants to ensure the public and media outlets obtain the

details necessary to be aware of the status of the situation.

*If a press conference is not necessary at this stage follow quote paragraph with:

The Volkswagen Group of America Inc. became aware of the situation on [insert date

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Page 2 – News Release

here]. It ensures that members of the leadership are putting every effort on correcting [insert

situation here].

Volkswagen Group of America Inc. was founded in 1955 and is a subsidiary of

Volkswagen AG. Volkswagen Group of America operates out of Herndon, Virginia, and

provides research and development, parts and vehicle processing as well as other services.

Volkswagen is a German auto manufacturer operating globally. It encompasses Audi, Bentley,

Bugatti, Lamborghini and Volkswagen vehicles. For more information on Volkswagen Group of

America, visit the Volkswagen website at http://www.vw.com/.

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Sample News Release on Product Tampering

Volkswagen Group of America Inc. Email: [email protected] Phone: (111) 111-1111

NEWS RELEASE

FOR IMMEDIATE RELEASE -- [INSERT DATE HERE]

VOLKSWAGEN GROUP OF AMERICA INC. STATEMENT ON [INSERT ISSUE AT HAND]

[DATELINE] — The Volkswagen Group of America Inc. informs its customers that its

vehicle model [insert model here] has been tampered with. Engineers from the organization’s

Chattanooga Assembly Plant reported the issue to leadership members following [insert how and

when leadership discovered issue] that [explain damage here]. The [insert vehicle model here]

was first released [insert date].

“The safety of our customers is and will always be our top priority,” said [insert name of

CEO here]. “The [insert number of vehicles here] vehicles reported have already been recalled

and we have given those customers replacement automobiles,” [insert CEO’s last name here]

added. “We would like to inform the media, our customers and stakeholders that there is an

ongoing investigation to resolve this issue. We will release the necessary information as soon as

we discover the responsible parties.”

Customers who own the Volkswagen [insert model here] from [insert years years of

models affected] will receive a letter in the mail calling for a recall and stating the technical

facility to which they are to take their vehicles. The organization advises all owners of the model

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to take the automobile to a Volkswagen technical facility and it assures that repairs will not take

an extensive amount of time.







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Sample News Release on Government Investigations/Lawsuits Volkswagen Group of America, Inc. Email: [email protected] Phone: (111) 111-1111

NEWS RELEASE FOR IMMEDIATE RELEASE- [INSERT DATE HERE]

VOLKSWAGEN GROUP OF AMERICA, INC. STATEMENT ON [INSERT TOPIC]

[INSERT ‘INVESTIGATION’ OR ‘LAWSUIT’]

HERNDON, V.A. — Today Volkswagen Group of America, Inc. received a notice from

[Insert name(s) of government organization(s) or plaintiff(s) here] regarding [insert topic of

concern]. The company takes the subject of [Insert topic] very seriously and is cooperating with

[the investigation/responsible agencies].

“We want to assure our customers that we are working to resolve this issue as soon as

possible,” Volkswagen Group of America Inc. CEO Hinrich J. Woebcken said. “The trust of our

customers is of the utmost importance, which is why we are dedicated to providing full

cooperation during this process.”

Volkswagen is committed to resolving this issue in an efficient and timely manner.

[Insert information about whether or not customers need to take action at this time]. More

information will be provided once it becomes available.





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Sample Social Media Posts

Initial Recall Announcement ● Twitter

○ Recall Announcement: Volkswagen’s [insert car model] will be recalled due to a [insert type of threat]. For more info: [insert web address]

● Facebook ○ Under the guidance of the [insert name of organization making the recall

decision], Volkswagen's [insert car model] will be recalled in order to [insert reason/purpose of recall decision]. Please visit [insert web address] for more information about the recall.

Specific Recall Instructions ● Twitter

○ Recall Update: Information and instructions regarding the [insert car model] recall are now available at [insert web address].

● Facebook ○ Volkswagen’s [insert car model] recall process will be begin on [insert date].

Owners and lessees of the recalled model should visit [insert web address] for more information and instructions regarding the recall, including registering for the recall process.

Press Conference Announcement ● Twitter

○ Volkswagen’s [insert name of person/group to speak] will hold a press conference on [insert date and time] regarding [insert brief topic tagline]. Media info: [insert web address]

● Facebook ○ Volkswagen will hold a press conference on [insert date and time] to share

information regarding [insert brief topic tagline]. [Insert Name of title/person/group] will be available to comment and take questions. For media information, please visit: [insert web address]

Publicizing “TOGETHER — Strategy 2025,” a new company initiative ● Twitter

○ Introducing the future of Volkswagen: “TOGETHER — Strategy 2025.” Cheers to great customers, a better planet and a greater company. [insert graphic/photo]

● Facebook ○ Introducing the future of Volkswagen: “TOGETHER — Strategy 2025” will

provide consumers the vehicles of the future world, lead the way for new industry

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environmental standards and develop a greater company. For more information: [insert web address].

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Dark Site Information/Sample Dark Site Alerts Overview: ● Volkswagen Group of America Inc.’s dark site is a pre-prepared website that is designed

to keep stakeholders informed and updated in the event of a crisis. ● The dark site remains inactive until there is a crisis situation, wherein it is quickly

publishable to the web in place of the normal Volkswagen Group of America Inc. website.

● Pre-prepared background information, fact sheets, FAQs and message templates on the dark site help speed up the distribution of information during a crisis.

● Crisis-specific information can be filled in as it becomes available. ● Volkswagen’s dark site becomes the hub of all communications during a crisis and all

social media channels link back to it for detailed information. Dark Site Initiation Procedure:

1. Once a crisis situation has been identified and response plans are underway, all crafted messages are copied and sent to the Volkswagen Group of America Inc. webmaster.

2. The webmaster uploads the messages onto the site and awaits confirmation to publish from the Volkswagen EVP of Communications.

3. Once the EVP of Communications gives the webmaster the go-ahead, the webmaster removes the regular website and publishes the dark site in its place.

4. Throughout the crisis, the webmaster remains attentive to the crisis response team to make any changes and updates to dark site information as it becomes available.

5. The webmaster also records and updates the crisis response team on web traffic numbers for later evaluation purposes.

Dark Site Organization Chart ● Site Header: “Volkswagen Group of America Inc. Incident Response Site” ● Newsfeed style homepage with timestamped press release updates. ● Left side social media links

○ Facebook ○ Twitter ○ Instagram ○ YouTube ○ Flickr ○ RSS Feed

● Right side vertical box containing incident response contacts ○ Includes phone and email links to authorities, including but not limited to:

■ Environmental Protection Agency ■ National Highway Traffic Safety Administration ■ Fire Dispatch

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■ EMS Dispatch ○ Volkswagen Contact Information

■ Volkswagen Group of America Inc. Press Office ● Media ● Other

● Horizontal site navigation bar linking to pertinent crisis information. ○ Volkswagen Group of America Inc.

■ About ■ Contact

○ Incident FAQ ○ Response Plan ○ Product Information ○ Documents

■ PDF’s of maps, policies, procedures etc... ○ Investors ○ Information for Media ○ Website

DARK SITE NEWS UPDATE TEMPLATE: Dangerous Vehicle Malfunction [TITLE: VEHICLE TYPE DANGEROUS MALFUNCTION ISSUE] Published: [month/day/year] [TI:ME] On [month/day/year] Volkswagen Group of America Inc. was alerted by the [Relevant Government Authority] that [vehicle type model year] sold in [location] are at risk of [dangerous malfunction] Volkswagen Group of America Inc. has verified these claims and urges all customers with [vehicle type model year] to cease driving the vehicle immediately. Continuing to drive the vehicle could result in serious bodily harm or death. Please contact your certified Volkswagen Dealer at [Volkswagen Dealer Contact Information Link] as soon as possible to register your vehicle for recall. Volkswagen is initiating a detailed investigation into the anomalies and will provide more updates as information becomes available. Volkswagen Communications Team.

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Media Sign-In Sheet

Name Outlet Name Signature

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Potential Questions from Media

Please see below for a list of potential questions that media will ask related to each crisis type outlined in the “Analysis of Potential Crises” section of the plan. Note that these questions are meant to act as a starting point for your immediate response and ongoing response strategy during a crisis period. It is expected that the crisis communication team anticipate additional questions that may be asked. Organizational misdeeds ● Who made the decision? ● Who is under criminal investigation? ● How long he/she/they has/have deceived stakeholders? ● What laws were broken? ● Will there be a leadership change? ● How will you regain the trust of stakeholders?

Product tampering ● Who tampered with the vehicles? ● How many vehicles were tampered with? ● What legal action is being taken, if any? ● Are drivers in danger? ● How long did executives know about this? ● Was an incident report filed?

Government investigations ● What government agency is conducting the investigation? ● When did you receive notice of this investigation? ● What is the topic of the investigation? ● When will the outcome of the investigation be released? ● What further information should your stakeholders know about the investigation?

Lawsuits ● Who conducted the lawsuit? ● What is the topic of the lawsuit? ● When did you receive notice of this lawsuit? ● Will there be a settlement? When will we know this information? ● Who will be affected by the outcome? ● What financial impact will this lawsuit have on the company?

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Key Messages Worksheet Three key messages communicated during this crisis:

1. _____________________________________________________________________________ _____________________________________________________________________________

2. _____________________________________________________________________________ _____________________________________________________________________________

3. _____________________________________________________________________________ _____________________________________________________________________________

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Incident Report Form

Please fill out the following form as soon as possible when an incident occurs within your department. The accurate and timely recording of this information is vital for handling Volkswagen Group of America Inc.’s lawsuits and government investigations

Name: ____________________________________________________________

Phone: ________________________ Email Address: ______________________

Incident Date: __________________________ Incident Time: _______________

Location of Incident (building, room): ___________________________________ Incident Type (injury, product tampering, etc.): ____________________________ Incident Description: ________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________ __________________________________________________________________

Signature of Employee: ____________________________ Date: _____________ Signature of Supervisor:____________________________ Date: _____________

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Media Tracking Log

Outlet Name Article Headline Reporter Name Email and/or Phone

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Stakeholder Contact Worksheet

The purpose of the Stakeholder Contact Worksheet is to record information on the stakeholders who directly contact Volkswagen Group of America Inc. during a crisis period. It is important that stakeholders receive a response and follow-up from the company to maintain positive stakeholder relationships. Please use the form below to record this information and make multiple copies. Name: _____________________________________________________________________ Date and Time of Contact: _____________________________________________________ Channel (Please Circle): Phone Call Email Social Media Post Specific Inquiry: _____________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ Response: __________________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ Date and Time of Follow-Up: ___________________________________________________ Details of Follow-Up: _________________________________________________________ ___________________________________________________________________________ ___________________________________________________________________________ Employee Signature: __________________________________________________________

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Section III: Appendix

Volkswagen Group of America Contact Information/Social Media

Volkswagen Group of America Inc. 2200 Ferdinand Porsche Dr. Herndon, VA 20171 (248) 754-5000 Twitter https://twitter.com/VW @VW Facebook https://www.facebook.com/pages/Volkswagen-Group-of-America/112896165586688?fref=ts Volkswagen Group of America Headquarters Instagram https://www.instagram.com/vw/ @VW