Jessica Anzai PR Techniques Assignment #2 Crisis Communication Plan Wired Coffee Bar
January 27, 2015 Information from experience & Wired’s Facebook Page www.thewiredcoffeebar.com Other resources include the book Crisis Boot Camp, and our textbook.
2 Crisis Communication Plan for Wired Coffee Bar
Address: 9447 Bradmore Ln Suite 101 Ooltewah, TN, 37363 Telephone: (423) 805-7602 Hours: Mon-Fri 7:00am-11:00pm; Sat-Sun 8:00am-11:00pm Crises that could occur: − Hostage attack from angry local with gun − Customer turns violent towards an employee or another customer − A robbery during operating hours − Car crashes through Wired (no brakes, accelerated instead of reverse, drunk driving, etc.) Members of the CC team: (Names, title, contact info) − Lisa Goolsby, Owner (Contact info not available) − Taylor, Manager: (502) 475-3647 Office: (423) 805-7602 Designated spokesperson for media: − Lisa Goolsby, Owner Procedure for notifying employees: − Taylor will text every employee in a mass text. She has the group text already programmed in her phone. Address employees immediately, presenting the facts of the situation − If it a circumstance that can be dealt only with the employees there, a mass text −
will not be necessary. Inform all the employees there of the situation in the office or in the washroom.
3 − After event occurs, have a group meeting the next morning before opening. Lisa, the owner, will inform everyone of the situation, and as a group we will evaluate the future changes.
List of outside media contacts: − Chattanooga Times Free Press: Newsroom phone: (423) 757-6357 − Business editor for TFP: David Flessner Phone: (423) 757-6340 Email: dflessner@timesfreepress.com − Business Reporter/Deputy Editor for TFP: Mike Pare Phone: (423) 757-6318 Email: mpare@timesfreepress.com − WRCB Channel 3 Chattanooga Phone (423) 267-5412 WRCB Newsroom for press releases: news@wrcbtv.com − WTCV News Channel 9 Chattanooga Phone: (423) 756-5500 Fax: (423) 757-7401 Asst. News Director/Assignment Manager: Varion Walton Phone: (423) 757-7412 − Southern Accent Editor: Emmylou Drusky Phone: (615) 290-4742 Email: accent@soutehern.edu
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Boilerplate paragraph: − Wired Coffee Bar is Ooltewah’s main stop for coffee. Locals, students, and visitors can choose from a variety of coffee drinks along with a fresh selection of pastries. Wired Coffee Bar aims to please the customer with freshly roasted coffee, exceptional service and a friendly environment. What to do if a crisis occurs: 1. Gather the facts 2. Alert the communication crisis team 3. Draft a statement—who is your audience? Promise updates 4. Brief immediate staff and key supporters 5. Release statement to identified target audiences 6. Monitor and manage the crisis 7. Follow up Do’s and don’ts for media communication: Do: − Do release only verified information − Do promptly alert press of the recovery operation − Do make sure the press is always escorted − Do have a designated spokesperson − Do keep record and logs of all news coverage − Do have a clear idea of what can and cannot be released − Do carefully coordinate what marketing, PR, and other parts of communication will do in this situation
5 Don’t: − Don’t speculate on the causes of the emergency—don’t gossip − Don’t speculate on the resumption of normal operations − Don’t interfere with the duties of the press − Don’t allow anyone who is unauthorized to speak to the media − Don’t attempt to cover up or mislead the press − Don’t place blame for the emergency − Don’t say “no comment,” but say “I’m not sure, let me get back to you on that one”.
Tips: − Look presentable to the media − Keep calm − Don’t try to rush things − It’s okay to say “I don’t know” − Remember the customers are the top priority − Keep employees in the loop