sea world crisis communication plan
TRANSCRIPT
Crisis Communication Plan By Diana Haynes
Letter from the CEO A Letter from the President & Chief Executive Officer, Jim Atchison To the Employees and Team Member of SeaWorld Parks & Entertainment: It is with great excitement that I am writing this letter to you. Not because something bad has happened, but the fact that you have already begun your process of preparing for when a crisis strikes. A crisis can never be predicted but it never hurts to be prepared. You are all here because I believe in you and your skills to handle these situations and to protect the image of the SeaWorld Parks & Entertainment name with the best of your abilities. As we all know, bad things happen to the best of companies. The worst part is usually not the precipitating event; it’s the way it plays out in the public through local and national media. This plan covers three basic components: readiness, response and recovery. That is why you are here: to grab the situation by the fin and drive it toward the best possible outcome. SeaWorld Parks & Entertainment creates distinctive entertainment experiences that blend the imagination with a passion for nature. Our theme parks and products inspire millions to celebrate, connect with and care for the natural world we share through the power of entertainment. When we believe and act on our mission “to deliver personal, interactive and educational experiences that enable our customers to celebrate, connect with and care for the natural world we share”, we can continue to achieve the success SeaWorld has established. The well-being of our guests, team members and animals are the top priority of our company. I trust and believe that all of you will continue to work hard and help get our business back on track in a positive direction. Sincerely,
Jim Atchison Jim Atchison President and Chief Executive Officer
Table of Content:
1. Pre-Crisis Preparations o Issues Management – pg. 2 o Scenario Building – pg. 3
Ride Malfunction Animal Attack or Injury Toward a Human Food Poisoning
o Goal Setting – pg. 4 o Key Audience Identification – pg. 5
Stakeholder Information Log: Blackstone Group – pg. 6 Stakeholder Information Log: Investors – pg. 7 Stakeholder Information Log: Government Regulators – pg. 8 Stakeholder Information Log: Coca-Cola – pg. 9 Stakeholder Information Log: Southwest Airlines – pg. 10 Stakeholder Information Log: Panama Jack – pg. 11 Stakeholder Information Log: Blue Bunny Ice Cream – pg. 12 Stakeholder Information Log: Bad Boy Mowers – pg. 13 Stakeholder Information Log: Employees – pg. 14 Stakeholder Information Log: Visitors Bureau – pg. 15 Stakeholder Information Log: Animal Welfare – pg. 16 Stakeholder Information Log: Guests & Public – pg. 17 Stakeholder Information Log: IAAPA – pg. 18 Stakeholder Information Log: Animal Rights – pg. 19 Stakeholder Information Log: Scientist and Research – pg. 20
o Training, Rehearsals and Testing – pg. 21
2. During the Event of a Crisis o Crisis Management Team – pg. 23 o Spokesperson(s) and Policies – pg. 25 o Crisis War Room Communications Center – pg. 27 o Crisis Communication Procedures – pg. 28
Media Information Log: Traditional – pg. 30 Media Information Log: Social Media – pg. 31
3. Post-Crisis
o Evaluation Plan – pg. 32
4. History and Information – pg. 34
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Pre-Crisis Preparation: Issues Management: To prevent a crisis, there must be techniques and steps taken to identify and prevent them before they happen. By following the four stages below, we can help prevent future crises and minimize their negative impact if they do break out. 1) Scan the environment and identify the issues:
a) Listen to the employees: Other than the general “listen to the gossip”, the company will send out monthly surveys to all employees to get feedback reports on current issues that may be stirring.
b) Media scanning will continuously take place by the communications department. Media included: television news reports, newspaper articles, social media scanning, google searches, etc. for all 11 parks nationwide.
c) The operations department trained and will be responsible for running daily tests on all of our rides and attractions in the mornings before the park opens. Any issues will be reported to the park manager on call immediately.
d) All food stands and restaurants will be properly cleaned as stated in the Health Safety guidelines posted in each location at the beginning and end of each day. Monthly inspections will take place to make sure sanitation and health standards are met by the FDA.
2) Analyze the issue: a) Once an issue has been identified and reported, a public relations specialist and area
specialist will be teamed up and assigned to writing a white paper on the issue. Any information relating to the time span, any scientific or recorded data on the issue, and background facts that can support the argument will be included.
3) When complete, send the white paper to upper management for review. Issue Change of Strategy Options:
o Stakeholders are everything to our company. All involved must be identified then we will decide the best way to go about telling them new ideas to change their perspective of the issue without making it a known issue. (See Key Audience Identification on pg. 5)
4) Brainstorm any changes needed within the company to insure a comfortable and smooth environment. Issue the Action Plan: a) Notify all stakeholders involved with the issue by announcing new ideas to change
their perspective of the situation before it can be well-known and looked negatively upon.
b) Make the changes decided on within the company to insure a comfortable and smooth environment.
2
Scenario Building: The following are sample issues that could happen throughout our organization:
1. Ride malfunction: Busch Garden’s newest rollercoaster is known for going from zero to over 70 miles per hour in less than six seconds and is attracting many new visitors to the park. The problem is many visitors are reporting whiplash cases, some becoming serious, even after the ride was claimed to be “whiplash proof”. Some guests are even threatening to sue for medical bills.
2. Injury by an animal toward a human: One of the trainers was bitten by an animal during a show and now guests are terrified and posting via social media about the attack. The trainer has been taken to the hospital but has a chance of losing her hand due to severity of the injury. Animal rights groups are speaking out saying it’s the company’s fault it lashed out due to being confined in “too small and unnatural spaces”.
3. Food poisoning: SeaWorld parks run hundreds of food facilities throughout their parks. A food poisoning outbreak is getting reported to Customer Service employees at a high rate and seems to be coming from one of our parks most popular dining restaurants. When inspectors began searching the food, they found some of the meat boxes were over six-months expired.
3
Goal Setting: These are the goals that we not only hope to maintain throughout the crisis process but after ALL crisis instances. Goals may be added according to situations. GOALS:
• Respond to any emergency as soon and smoothly as possible while taking all safety measures needed to ensure that all relative parties are contacted and made aware of the current situation.
• Encourage open communication between all members of the crisis team, employees, media, and all other stakeholders while staying truthful and keeping a positive look as best as possible.
• Monitor and respond to social media (Facebook, Twitter, YouTube, Blog Posts, Email, etc.) as needed to maintain a credible and strong voice to the public.
• Continue under normal operation to the best of our abilities. • Focus on conservation and safety efforts towards all animals, employees and
visitors when applicable. • Celebrate both small and large positive success stories throughout the crisis
management process. • Minimize the loss of reputation equity and damage to the organization’s brand. • Utilize relationships relating to the situation and seek support (internal, external,
operations, reputation management, etc.) • Continue building upon our mission to deliver personal, interactive and educational
experiences that enable our customers to celebrate, connect with and care for the natural world we share.
• Keep our guests, team members and animals as our top priorities. By maintaining these goals to the best of our ability, we can insure that we will have a positive outcome and reputation for SeaWorld Parks & Entertainment as well as any other affiliates.
4
Key Audience Identification: Our key audience base is made up of various stakeholders tied to the company. The following is a list of those groups and who will be responsible for contacting those groups:
Stakeholder Group Crisis Team Member Responsible Way of Initial Correspondence
Blackstone Group (owner) President, CEO
Joan Solotar (Senior Managing Director & Head of External Relations & Strategy) P: 212-583-5000 F: 212-583-5749
Investors Chief Financial Officer Phone, email, newsletters Contact Investor Relations Department
Government Regulators Chief Administrative Officer
Phone, fax, email Contact separate groups as needed
Corporate Partners: • Coca-Cola • Southwest Airlines • Panama Jack • Blue Bunny Ice
Cream • Bad Boy Mowers
President, CEO Phone, fax, newsletters Contact personal account executives
Employees Human Resources Officer
Employee intranet site, email, newsletters
Central Florida Visitors & Convention Bureau (or other local visitors bureau)
President & Chief Financial Officer
Visit Orlando Corporate Office P: (407) 363-5872
Animals Welfare Chief Zoological Officer Phone all trainers on duty – employee email
Guests & Public Media Relations Specialist
TV, online, social media, newspapers, newsletters, etc. See Media Contact Information Logs.
International Association of Amusement Parks and Attractions (IAAPA)
Chief Administrative Officer
John McReynolds (Second Vice Chair) P: 407-363-8774 F: 407-224-7579
Animal Rights Advocacy Groups
Media Relations/Chief Zoological Officer
Telephone, Interviews, etc. as issues arise
Scientists/Researchers Chief Zoological Officer Phone, email, newsletters, etc. SeaWorld & Busch Gardens Conservation Department
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STAKEHOLDER INFORMATION LOG: Blackstone Group
Use this log to capture information when call come in. This is particularly helpful for frontline
employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
6
STAKEHOLDER INFORMATION LOG:
Investors
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
7
STAKEHOLDER INFORMATION LOG:
Government Regulators
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
8
STAKEHOLDER INFORMATION LOG:
Corporate Partner: Coca-Cola
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
9
STAKEHOLDER INFORMATION LOG:
Corporate Partner: Southwest Airlines
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
10
STAKEHOLDER INFORMATION LOG:
Corporate Partner: Panama Jack
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
11
STAKEHOLDER INFORMATION LOG:
Blue Bunny Ice Cream
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
12
STAKEHOLDER INFORMATION LOG:
Bad Boy Mowers
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
13
STAKEHOLDER INFORMATION LOG:
Employees
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
14
STAKEHOLDER INFORMATION LOG:
Central Florida Visitors & Convention Bureau
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
15
STAKEHOLDER INFORMATION LOG:
Animal Welfare
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
16
STAKEHOLDER INFORMATION LOG:
Guests & Public
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
17
STAKEHOLDER INFORMATION LOG:
International Association of Amusement Parks and Attractions (IAAPA)
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
18
STAKEHOLDER INFORMATION LOG:
Animal Rights Advocacy Groups
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
19
STAKEHOLDER INFORMATION LOG:
Science and Research
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the contact:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
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Training, Rehearsals and Testing for Team and Spokesperson(s):
Every three months the Crisis Management Team will be scheduled to take part in a one-day training course that will involve review information, various scenario rehearsals and tests. During the two-day training courses, all members of the Crisis Management Team and any other possible spokespeople are to take part. Different spokesperson(s) may be involved depending on the crisis situation. Various stress tests will take place throughout the course by being given a scenario and the team must react accordingly with chosen spokesperson(s) who will then be filmed and tested accordingly to see who is best for the job. Memorization of company information and related information will be tested as well for background knowledge. Spokesperson Guidelines:
• Communicate honestly and openly • Show empathy and compassion at all times • Exhibit commitment and dedication • Stay calm • Show positive body language • Be authorative and optimistic
Before Speaking:
• Develop factual, detailed messages that reflect the status of the crisis, the organization’s response, and if possible, the steps SeaWorld Parks & Entertainment is taking to solve it.
• Prepare an opening statement and memorize: o What happened? o Where did it happen? o Who was involved? o How did this happen? o Why did this happen? o What is the current status of efforts being done?
• Make sure all information is credible and consistent before speaking. • Prepare quotable statements for written quotes, sound bites, etc.
While Speaking:
• Ensure speech is clear and calm • Use transitions for a smooth delivery • Recognize the public’s concerns • Stay on task and speak key messages • Refrain from repeating negative messages • Highlight what has gone right so far • Do not respond to hypothetical questions
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• Don’t limit yourself to yes/no questions • Do not make promises • Use positive, active words • Never speculate • Do not point fingers and blame others for the situation • Never say “no comment” • Be personable • Address all stakeholders involved • Stay calm – do not get defensive • Keep information in context - correct all rumors and assumptions • Make it clear it will not happen again • Sum up and restate key messages at the end
**See “Spokesperson(s) and Policies” (pg. 25) for more information.
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During the Event of a Crisis: Crisis Management Team: When a crisis occurs, the CEO will be the first to officially declare the crisis and begin contacting all team members needed. Primary contact will be made by phone and in person when possible. If a situation occurs when one is not able to make an in-person meeting, a virtual version will be a backup resort. Throughout the process, team members are to follow the flow chart below and contact those accordingly. All approvals must go through the CEO as well as Chief Operating Officers, Chief Legal Officer, and Chief Public Relations Specialist. The Chief Public Relations Specialist is in charge of communicating with all other creatives. The Director of Communications will record all media contacts on one of the Media Log Forms then pass all verified information on to our spokesperson(s) and Media Relations Specialist. CRISIS TEAM MEMBER CONTACT SHEET AND PHONE TREE:
Name Position Phone Number Jim Atchison President and CEO (555) 555-6158 James Heaney Chief Financial Officer (555) 555-6648
Dan Brown* Chief Operating Officer, SeaWorld®, Discovery Cove® and Aquatica™ Parks
(555) 555-3158
Donnie Mills* Chief Operating Officer, Busch Gardens® and Sesame Place® Parks
(555) 555-9765
Scott Helmstedter Chief Creative Officer (555) 555-1532
Tony Taylor Chief Legal Officer, Corporate Secretary, General Counsel (555) 555-4267
Dave Hammer Chief Administrative Officer (555) 555-0315 Marc Swanson Chief Accounting Officer (555) 555-3548 Brad Andrews Chief Zoological Officer (555) 555-8452 **Kari Cline Chief Public Relations
Specialist (555) 555-9846
**Jordan Springs Media Relations Specialist (555) 555-3645 **Alex Whitehill Director of Communications (555) 555-0985 **Tonya Johnson Human Resources Officer (555) 555-1658 *When crisis involves **Made up for project purpose
23
The following chart lists who is in charge of contacting whom:
After everyone has been contacted, everyone is to meet as soon as possible as described on page 27 unless stated otherwise announced by the CEO.
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Spokesperson(s) and Policies: **For training information, go to “Training, Rehearsals, and Testing” (pg. 21) for more information.
Name Title Expertise Stage of Crisis
Jim Atchison
President, CEO
MAIN SPOKESPERSON
Instilling organizations values
and mission while establishing position
during a crisis
Stages 2, 3, & 4 to be the face of the
organization. Must be concrete,
uplifting, and dependable.
Dan Brown Or
Donnie Mills
Chief Operating Officer’s for their respective parks
Knowing the particular parks set-up, background, and
other location-related details
Stage 2 to bring forth the facts about specific park information
James Heaney Chief Financial Officer
Addressing all finance-related
issues
Stages 2 & 3 stating to clear up and
acknowledge any issues pertaining to
stakeholders including partners
and investors
Jordan Springs Media Relations Specialist
Addressing the issue via social media and
tradition media
All stages to keep the media and public
information on current steps and issues being taken
by the organization
Brad Andrews Chief Zoological Officer
Addressing any issues pertaining to
animals or other conservation and wildlife concerns
Stages 2 & 3 to clear up and misguided
information related to conservation and
wildlife
Kari Cline Chief Public Relations Specialist
Organizing and preparing all media
interviews and appearances
All stages to assist with interview
processes
Tonya Johnson Chief Human Resources Officer
Knowing guidelines, evaluations, studies, methods, programs,
etc.
All stages to monitor and acknowledge stakeholders and respond to their
concerns
25
Once a spokesperson is selected for a particular crisis and/or particular audience, it is important to provide a thorough briefing, especially if fronting a media conference. GUIDELINES FOR BRIEFING SPOKESPEOPLE:
• Provide date, time, and location of interview/news conference. • Provide background on journalist(s) and nature of media outlet (including
audience). • Fill in background on previous company’s relationship with particular media and
reporter. • Outline the issues likely to be raised. • Detail who else has spoken on the issue and what they have said. (Check media log) • Alert to possible “minefields.” • Provide 5 W’s and How. • Update all information. • Provide a selection of facts and figures (only those with impact). • Identify opportunities for inserting the corporate message. • Provide “human interest” angles, where appropriate. • Provide specific examples of the impact of the crisis. • Coach, if necessary, on relevant legislation. • Provide latest information from the Command Center. • Outline action that has been taken. • Provide relevant background and context (e.g., precedents, previous crises, and
comparable incidents).
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Crisis War Room Communications Center: WHERE: SeaWorld Parks & Entertainment Headquarters Main Conference Room 9205 Southpark Center Loop #400 Orlando, FL 32819 RECOURCES NEEDED:
• Copies of Crisis Management Binder • Landline and cell phone (with chargers) access with voice-messaging system • Computers and laptops with internet capabilities • Electric generators • White boards • Cots with blankets and pillows • Food, water and coffee • Coffee pots, microwave, refrigerator • Fax machine and copier • All necessity office supplies including pens, paper, calculators, etc. • Spare TV’s, radios, computers to monitor online news, social media, television news
stations and radio networks • Gather impromptu press conference items including various visuals and podium • Park and area maps • All resources including background information for the parks, animals, and
employees • Hard copies of organization handbooks, up-to-date media contacts, stakeholder
information, etc. • First Aid kit
ALTERNATIVE LOCATIONS:
• Orlando Park Box Office (of crisis location) • Other park headquarter offices for outside locations (Tampa, San Diego, San
Antonio, Williamsburg, and Philadelphia) • Online conference call as needed
SET-UP AND MAINANENCE RESPONSIBILTIES: Set up and maintenance of the room should generally stay the same and stocked with materials through normal periods and be checked every three months and restocked as needed. Staff should keep all food and refreshments supplied nearby in case of an emergency. In a crisis situation, all leader positions are responsible for their related pieces of information.
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Crisis Communication Procedures: Step 1: Fact-Finding Stage Whenever an issue arises, it is to be reported by phone to the CEO immediately who will then declare if it is an official crisis or not. Once the CEO declares a crisis, he is to begin the phone tree (pg. 24) by calling the Chief Public Relations Specialist, Corporate Secretary, and that locations Chief Operating Officer, who will also contact the other Chief Operating Officer if necessary. Once everyone has been notified, they are to meet in the designated Crisis Communications Center at either the SeaWorld Parks & Entertainment Headquarters Main Conference OR via Skype unless otherwise stated. The crisis team will begin collecting all the facts and recording information. The Media Relations Specialist will begin contacting stakeholders via social media to acknowledge something has happened and will keep them up-to-date as time progresses. The Chief Public Relations Officer will set-up the first impromptu press conference will happen from this location once enough information is compiled and will be given by the CEO. It is a must that responsibility is admitted without liability immediately. Dispel rumors when facts are available and continue investigating for more information. Step 2: Unfolding Drama Stage This stage is when everyone starts to ask the questions about how and why something happened. The CEO will continue being the main face of the company. The Media Relations Specialist will continue to keep the media informed and updated. Various other spokespeople will begin to be shown including the Chief Operating Officer of the park involved, the Chief Financial Advisor to address financial issues to investors and other stakeholders, and the Chief Zoological Officer to address issues affecting the animals within the park system. Chief Human Resource Officer will monitor information being collected by the crisis team members contacting the stakeholders (see Key Audience Identification on pg. 5). The communication department will also be contacted and assigned to finding human interest pieces where appropriate. Step 3: Blame Game Stage During this stage, everyone begins throwing finders and blaming others for why the crisis occurred. All internal blaming is to be kept private unless facts need to be addressed and keep it brief. The CEO will continue being the main spokesperson with others making appearances as needed as listed in the previous step. The Chief Legal Officer will respond to any legal threats. It is important to make it clear this will not happen again and to keep stating the facts and our side of the story. Highlight things that have gone right during the process and the Media Relations Specialist will remain available to the media and continue recording information on media logs. Step 4: Resolution, Fallout & Resolution Stage The beginning of this stage will begin with the CEO making an official statement ending the crisis time period. Repeat how this will not happen again and all lessons learned if needed. The Media Relations and Public Relations Specialist will help set up an official press
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conference as well as post a YouTube response. Evaluations will be sent to all crisis team members and employees involved (pg. 32). Reviews will take place as stated in the Evaluation Plan. The team will re-assess the corporation’s name equity and begin rebuilding relationships.
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MEDIA CONTACT INFORMATION LOG:
Traditional Media
Use this log to capture information when call come in. This is particularly helpful for frontline employees.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization: ________________________________________________________________________________________
Phone/Fax: ___________________________________________________________________________________________
Email: _________________________________________________________________________________________________
Medium Used (TV, Print, Radio, Cable): ___________________________________________________________
Deadline: _____________________________________________________________________________________________
Information requested: Please record key phrases, questions, etc.
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
What we told the reporter:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Follow-up Date: ______________________________________________________________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
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MEDIA CONTACT INFORMATION LOG:
Social Media
Use this log to capture information when social media posts are made, internally or externally.
Contact Name: _______________________________________________________________________________________
Date & Time of Contact: _____________________________________________________________________________
Organization (if applicable):________________________________________________________________________
Social Network: ______________________________________________________________________________________
Username(s)/name(s)/handle(s) of contact:______________________________________________________
Deadline: _____________________________________________________________________________________________
Information communicated:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Information requested: (If applicable)
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Your name: _____________________________________________ Dept: ______________________________________
Notes:
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
_________________________________________________________________________________________________________
Thank you for your cooperation.
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Post-Crisis: Evaluation Plan: Feedback will be gathered in the form of an individual interview process and then an online survey evaluation. Once all information is collected it will be documented into a single report. Questions to consider during the evaluation:
• Was a crisis procedure plan and checklist easily accessible to each department? • Was the assigned leader within each department able to provide guidance and keep
things running as smoothly as possible? • Were employees confused? Why? • Did employees know what to do? Why not? • Did others involved know what to do? Why not? • Were facts gathered quickly and accurately? • Was the public updated in a timely manner? • Was the media given accurate information? • Was the spokesperson able to answer all media inquiries? Why not? • Was the spokesperson the best qualified to handle the crisis? • Now that you have experienced a crisis, is someone else better suited to serve as
spokesperson? What about the other major key players? Were they the best suited persons for their key roles?
• Was the crisis management team effective? • Did the crisis management team assemble quickly, read to take action? • Were critical steps missing from the original action plan? What steps? • Could the crisis have been avoided if certain actions had been taken? What actions? • What issues could have been identified before this situation became a crisis? • What other issues could the organization be at risk about? • What issues could have been handled better throughout this situation? • What issues were handled well throughout this situation? • Do you notice a theme/trend to the kinds of issues this organization is
encountering? • How do you feel about the social media response? More or less? • What surprises came about throughout this crisis? • How did this affect our image and how can we begin to rebuild it? • Who was most strongly affected during this situation? • How do you feel about the resolution? • How could you be better prepared in the future? What steps would you take?
This report will categorize successes, failures, suggestions for improvement, and overall response. The report will then be shared with the CEO and Crisis Management Team where
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the team will then review the report and make revisions to the crisis plan, expanding their thoughts and ideas on each subject. After the evaluation is reviewed, it will be sent to the Public Relations Specialist to be reviewed, then it will be printed in a formal format and presented to the Director of Communications who will then review the file and print the final draft to issue to the leadership team and filed. Once all evaluations have been done and approved, the team and organization is responsible for continuing the rebuilding process for our reputation and name equity.
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History and Information:
Busch Gardens: Our Early Roots
Our roots trace back to March 15, 1959 when what would become Busch Gardens® Tampa opened as a small bird sanctuary and garden, both adjacent to the new Anheuser-Busch brewery. The park soon expanded with the country’s first free-range habitat for herds of animals, more extraordinary zoological attractions and an array of roller coasters and shows. Today, there are two Busch Gardens parks: the original Tampa, Fl. location and Busch Gardens Williamsburg, Va. which opened in 1975. Both parks are family-oriented theme park destinations designed to immerse guests in foreign geographic settings.
Each of the Busch Gardens has a companion water park. Located adjacent to Busch Gardens Tampa, Adventure Island® is a 56 acre water park that is filled with water rides, dining and other attractions that incorporate a Key West theme. The theme park is the seventh most-attended water park in North America. Water Country USA® is located near Busch Gardens Williamsburg and is Virginia's largest family water play park. It has state-of-the-art water rides and attractions all set to a 1950s and 1960s surf theme.
SeaWorld: Waves of Growth
SeaWorld® opened its gates for the first time in 1964, founded by George Millay, Milt Shedd, Ken Norris and David DeMott. Originally planned as an underwater restaurant, the concept grew into a marine zoological park on 21 acres along the shore of Mission Bay in San Diego. With an initial investment of $1.5 million, 45 employees, several dolphins, sea lions, and two saltwater aquariums, SeaWorld drew more than 400,000 visitors its first year.
Today, there are three SeaWorld parks in the U.S., including the original San Diego, Calif. location, and parks in Orlando, Fla. and San Antonio, Texas. We also created more parks that connect guests with marine life in new ways. The exclusive Discovery Cove® in Orlando is a tropical oasis where guests can swim with dolphins and other sea life. Aquatica SeaWorld’s Waterpark™, with locations in Orlando, San Antonio and San Diego, combines water park thrills, nature and animals for a unique family experience. The parks' up-close animal encounters, educational attractions and innovative entertainment are designed to inspire guests of all ages to celebrate, connect with and care for the natural world around them.
Sesame Place: Adding to the Family
Sesame Place® was developed as the only theme park in American entirely dedicated to Sesame Street's® spirit of imagination. The theme park shares SeaWorld's education and learning through entertainment philosophy. What began as a 3-acre theme park in 1980 has grown to 55 acres with more than 4-dozen rides, play areas, shows, distinctive experiences and events.
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The Power of our Parks
• The company owns and operates 11 U.S. theme parks: o Florida: SeaWorld Orlando, Discovery Cove® Orlando, Aquatica™ Orlando, Busch
Gardens Tampa, Adventure Island® Tampa o California: SeaWorld San Diego and Aquatica San Diego (opening in 2013) o Texas: SeaWorld San Antonio o Virginia: Busch Gardens Williamsburg and Water Country USA® o Pennsylvania: Sesame Place near Philadelphia
• More than 21,000 team members work for SeaWorld Parks & Entertainment worldwide, with nearly 1,500 employees dedicated to animal welfare, training, husbandry and veterinary care.
• SeaWorld theme parks and attractions hosted more than 24 million guests in 2012, including approximately 2.7 million international guests from more than 55 countries and six continents.
• The parks offer guests a variety of up-close experiences, from animal encounters that invite exploration and appreciation of the natural world, to thrilling rides and spectacular shows.
• Consistently recognized as some of the top parks in the world, our parks rank among the most highly attended in the industry.
• Released in 2012, the most recent TEA/AECOM Attraction Attendance Report ranked five of our parks among the top 20 theme parks in North America and three of our water parks among the top seven in North America.
• Our theme parks feature more than 600 attractions including 93 animal habitats, 116 shows and 187 rides. In addition, our parks feature more than 300 restaurants and specialty shops.
• Our theme parks showcase approximately 67,000 marine and terrestrial animals. • Our guest surveys routinely report very high “Overall Satisfaction” scores, with 97
percent of recent respondents in 2012 ranking their experience as good or excellent.
Beyond Our Parks
• The popularity of our brands is evidenced by more than 32 million unique visitors to our websites in 2012.
• Our popular TV series Sea Rescue™ that airs on ABC Saturday mornings attracted more than 27 million viewers in its first season. The show has been rated number one in its timeslot for a number of major U.S. markets since its debut in 2012.
• We support conservation initiatives on every continent. • More than 22,000 animals have been rescued by the park’s animal experts over the last
four decades. • Our growing lines of licensed products include toys, books, apparel and technology
accessories, among many other product types that when sold, a portion of all consumer product sales benefits the SeaWorld® & Busch Gardens® Conservation Fund.
• Our YouTube channels have attracted approximately 16 million views since their introductions in 2006. Our Facebook pages have more than 2 million likes.
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