Strategic Communication Management
TomorrowLand
Marcella Kramer & Lisa Hagoort
“Yesterday is history, today is a gift and tomorrow is a mystery.�
Student: Marcella Kramer Student: Lisa Hagoort Student nummer: 2163950 Student nummer: 2141850 Class: COAC4C Class: COAC4C Course code: 2259XADV14 Lecture: Jel Bedeaux Schoolyear: 2013-2014 Paperday 20th of January 2014
Introduction For the Advanced Course “Strategic Communication Management” the assignment was to create a Crisis Communication Plan for a certain festival by choice. Divided in teams of two persons, the decision was made very fast. We both like the festival “TomorrowLand”, located in Belgium, but we both have never been there. Because of this, we were interested in learning more about this particular festival. The festival TomorrowLand caught our attention, because the 180,000 available tickets for the festival in 2013 were sold out immediately when they came on the market. This went all over the news. TomorrowLand has welcomed people from 214 different countries to their 2013 edition. Because of this, TomorrowLand has created an international edition in the USA called TomorrowWorld. Therefore more people can enjoy the atmosphere and music of TomorrowLand. Further in this document you will find the following components developed: an internal analysis of TomorrowLand, analysis of certain issues, risk analysis, scenario planning, crisis communication and in the attachment you will find our personal reflection on ‘Crisis Day’.
With kind regards, Marcella Kramer & Lisa Hagoort
Table of Content
Introduction Page 3 Table of Content Page 5 Internal Analysis Page 6 Issue Analysis Page 7 Risk Matrix Page 10 Arena Analysis Page 12 Crisis Communications Page 13 Worst Case Scenario Page 16 Appendix - Longlist Stakeholders Page - Sources Page - Reflection Crisis Day Page - Q&A Press Conference Page - Peer Consult Page
18 19 20 21 22
Internal Analysis Discription of TomorrowLand TomorrowLand is a major Belgian outdoor dance event located in Boom. It is organized by ID&T Belgium, a joint venture of the organizing brothers Manu and Michiel Beers and the Dutch company ID&T. The festival is inspired by the Dutch equivalent MysteryLand, which is a big successful festival in the Netherlands since 1993. The event takes place once a year since 2005, during the summer and takes three days. International top DJs, including Tiesto, Armin van Buuren, David Guetta, Ferry Corsten, Bob Sinclar and Joris Voorn are eye-catchers. The resident DJs of TomorrowLand are the Belgian duo Dimitri Vegas & Like Mike. The festival is dressed in fairy-tale atmosphere and contains many different music genres. The visitor can listen in the Versuz-tent to groove and club music, while a few meters away on the Qdance stage jump and hardstyle music is being played. In 2006 there were ten different areas (sectors) at TomorrowLand. The festival consists of two parts: the festival site and the actual festival. Guests staying at the campsite can go to the festival site the night before the actual festival. TomorrowLand ends with a fireworks show. Identity of TomorrowLand Mission: Vision: Strategy: Core Values:
We want to create a better world with the people of tomorrow. People of tomorrow. Fan strategy. Creating, together, friends, love.
Communication Means TomorrowLand uses the following communication means: - Website www.tomorrowland.com & www.tomorrowworld.com - Facebook www.facebook.com/tomorrowland?fref=ts - Twitter www.twitter.com/tomorrowland - YouTube www.youtube.com/user/tomorrowlandchannel - Posters - Promotional Magazines In all of their communication means they use a mystical theme. For example, this is their logo:
Issue Analysis Issues In this chapter we will discuss and motivate three issues that are relevant to TomorrowLand at this moment. We have selected the following three issues: 1. 2. 3.
Globalization Hearing loss Usage of Drugs
These three issues will be discussed and situated in a stage of the Issue Life Cycle, so the most important issue can be filtered.
Issue Life Cycle The Issue Life Cycle has the following stages: Stage 1: Potential issue — This stage consists of a defined phenomenon that has the potential to become an issue of concern. A trend can be referred to as a potential issue. Ideas prompting potential organizational change can also be referred to as potential issues. These types of ideas have not yet captured public attention, even though some experts or key stakeholders may be aware of them. Stage 2: Emerging issue — During this stage, an issue’s level of intensity increase gradually. The increase is mainly because of the stakeholders advancing the issue. During this stage, the stakeholders try to legitimize the issue and gain greater support from expanded circle of influencers to strengthen their position and public acceptance for the issue. Stage 3: Current issue — The issue at this stage has matured, displaying its full potential impact upon the organization. A current issue is generally enduring, becomes quite pervasive, and attained a high level of intensity. At this point the public, key influencers, and others recognize the importance of the issue and place pressure on governmental bodies and agencies to introduce formal constraints to deter or change the behavior of the organization or industry. Stage 4: Crisis issue — The issue finally reaches a formal institution that has authority to impose formal constraints in an attempt to resolve it. At this stage, the organization’s options have decreased; however, it must set a policy in response to the crisis. Stage 5: Dormant issue — When an issue follows the full course of its life, it eventually reaches a high level of intensity to force the organization to accept it unconditionally. The issue at this point becomes a norm within the organization and in society.
Issue: Globalization “Globalization is a process of interaction and integration among the people, companies, and governments of different nations, a process driven by international trade and investment and aided by information technology. This process has effects on the environment, on culture, on political systems, on economic development and prosperity, and on human physical well-being in societies around the world.” (Globalization101, 2013) Music is a language known by all kinds of people from all ages. Especially during the summer time, huge music festivals are organized all over the world. The line-ups of these music festivals exist for a large part of international acts and a part of the visitors is from abroad as well. This is an aspect of globalization. For example: the website of the Hungarian Sziget festival can be visited in thirteen different languages. (Rug.nl, 2009) Online, people are complaining about the internationalizing of music festivals. The people online are afraid that the festival, by hosting the event on different places more times a year, will lose the authenticity it once had (Partyflock, 2013). Potential issue – The defined phenomenon has the potential to become an issue of concern. If more and more people are complaining about the internationalizing of festivals, the festivals may lose the most dedicated visitors, that support the festival and mostly provide a lot of free publicity on Social Media. Issue: Hearing loss “Hearing loss is any degree of impairment of the ability to apprehend sound. Adults and children are commonly exposed to loud music. Between ear buds connected to iPods or MP3 players and music concerts, loud music can cause hearing loss.” (NLM, 2013) Music festivals, large concerts or mega parties: a visit can cause permanent hearing damage. The music is often too loud, besides that the boxes are placed too close with the visitors. Several studies have shown that the human ear is overloaded during such an event and can be damaged with serious consequences. Because of this, more and more festival goers choose to use protection in the form of ear plugs (Mens en Gezondheid, 2011). The hearing foundation in the Netherlands has done a lot of research among young people and the damage that is done to their hearing during their nightlife and festival visits. This research is showing us that the amount of positive test results has decreased with 7% compared to the results of previous years. Over one third of young people (between 12 and 25) are scoring insufficient or bad on the hearing test. Of all Dutch people who are going out 93% is at risk of permanent hearing loss (Nationale hoorstichting, 2012).
Current issue – The information given above shows that this issue is located at the current stage of the Issue Life Cycle, in which pressure is being placed on governmental bodies and agencies to introduce formal constraints to change the behavior of the organization or industry. The issue has matured, displaying its full potential impact upon the organization. At this point the public, key influencers and others recognize the importance of the issue. Issue: Usage of Drugs “The term “drug use” encompasses the following categories of drugs: Cannabis (marijuana, hashish), Cocaine, Hallucinogens (e.g., LSD, mescaline), Inhalants (e.g., gasoline, glue), Alcohol, Opioids (e.g., heroin, pentazocine, codeine), Phencyclidine (PCP), Sedatives, hypnotics, or anxiolytics (e.g., barbiturates, benzodiazepines) and Stimulants (e.g., amphetamines).” (NCBI, 2013) Nowadays, festivals, mostly hardstyle festivals, are often associated with drugs. Research done by the Trimbos Institute shows us that 27% of the festival visitor has ever used cocaine and 42% has ever used ecstasy (Trimbos Institute, 2012). Also, the amount of ecstasy related accidents reported by first aid on festivals increased between 2009 and 2011 and in 2012 someone even died at Decibel Outdoor Festival, because of the consequences of drugs (Omroep Brabant, 2012). At the same festival 41 visitors were arrested because of drug possession. Dormant issue – Because of all this information it will be clear that this issue is located in the dormant stage of the Issue Life Cycle. The organization has to respond to this issue, because people will expect you as an organization to come with an explanation when something goes terribly wrong at your festival site. This issue reaches a high level of intensity. At this point, this issue is a norm within the organization and in society.
Risk Matrix The Risk Matrix In this chapter, we took a look at the three issues together with the Risk Matrix. This matrix is used to define the various levels of risks, by looking at the probability of the issue and the impact of the issue. This is a simple mechanism to increase visibility of risks and assist management decision making. Globalization TomorrowLand is located in Boom, Belgium and in 2013 they sold 180,000 tickets to visitors from 214 different countries. In 2013 they brought their festival to the other side of the world: TomorrowWold in Georgia, USA. In Georgia they welcomed 140,000 visitors from over 75 countries. So, their target group is a very multicultural and diversified group. People from all over the world are interested in TomorrowLand. With this in mind, globalization seems to be a positive thing for TomorrowLand. We decided to take a look online, to see what the people really think of TomorrowLand. During this research, we saw a different reaction. People were complaining about the internationalizing of TomorrowLand. People online are afraid that the festival, by hosting the event on different places more times a year, will lose the authenticity it once had (Partyflock, 2013). The probability of this issue is medium. People like to complain on the internet where they can be anonymous, but if TomorrowLand responds to this and it willing to listen to this people, it is easy for them to keep them happy and calm. The impact of this issue is low, because TomorrowLand is sold out every year the last few years in no time, so they do not need to worry about that. Other people will buy the tickets of the people that are not coming anymore. The only fact that they need to take a close look at, is if they want to be a mainstream festival or that they want to stick to their identity and be as authentic as they were. Hearing loss Hearing loss is a global problem at festivals, loud concerts and other kinds of mega parties. A lot of young people do have damaged ears already. At this moment, a lot of people are discussing this topic in the media. This makes this an important issue for TomorrowLand to react too. TomorrowLand already provides their visitors with free earplugs. People are getting used to the fact that they will receive free earplugs. If not, people will complain about this (for example at Social Media) and this will be bad for the reputation of your festival (Mens en Gezondheid, 2011). When you provide a solution to increase hear damage, it is up to the visitors to decide to wear the earplugs or not and it is not the responsibility of the festival anymore.
Because of this, the probability of this issue is very high for TomorrowLand, because they need to take care of their visitors. They are almost forced to provide free ear plugs to the visitors, because they play very loud music especially at the hardstyle area. The impact of this issue is medium for TomorrowLand, this is lower than for a festival that is only focused at hardstyle music. Hardstyle music is louder and has more intensity. If TomorrowLand keeps providing free earplugs to their visitors and they adhere to the maximum noise that is allowed it will be fine. Most visitors are not aware that the music can cause any damage to their ears. Usage of drugs Also at TomorrowLand people will use drugs, there is no question about that. Not only because there is also a hardstyle area on the festival site. To provide this, TomorrowLand has implemented a zero tolerance drug policy. By doing this, the organization is trying to decrease the amount of (drug) accidents. They have security at the entrance of the festival and they search actively with drug dogs on the festival site during the festival. When something goes wrong, people will blame TomorrowLand for all accidents that involve drugs. People will think that the organization has failed, because they are responsible for the security. The organization has to respond quickly because people will expect an explanation for how things like this can happen. The probability that this issue will become a crisis is very high, because there already have been a lot of accidents with drugs at different festivals and also at TomorrowLand (Gazet van Antwerpen, 2012). The drug usage at TomorrowLand took the life of one person in 2012, and another person had to go to the intensive care. Probably they did take the drug 4-MA, which took already five lives. The impact of the issue is also very high, because TomorrowLand claims that they have an zero-tolerance drug policy. If something will happen again, it will really harm their reputation and their reliability. Conclusion After this risk analysis, it is clear that “usage of drugs� is the most important issue for TomorrowLand.
Arena Analysis Usage of Drugs You can find the longlist in the appendix. In the table below you can find the most important stakeholders for the issue “usage of drugs”. Key arena Stakeholder
Power & Authority Interest in issue
Visitors
High – The visistors can decide to stop buying tickets for the festival because of this issue. Medium – They can decide to not work at the festival anymore. High – If they want, they can arrange that the festival needs to take place somewhere else. Low - There are Medium – All the fesa lot of the same tivals with this kind of festivals. music are dealing with the same problem.
Employees
Community
Competitors
Degree of activity and Conclusion visibility High – The visitors Low – Only on Social Do nothing want to have a good Media people are talktime at the festival, in ing about this issue, but safety. there are no demonstrations. Medium – The employ- High – They are directly Fight actively ees also want to have in contact with the visia nice day at the job, in tor. safety. High – The community Medium – The commu- Fight actively doesn’t want any acnity is not at the festival cidents in their neigh- site. borhood. Medium – There is Collaborate some advertisement for other festivals at the festival site.
Crisis Communications What if? To start with the scenarioplanning, we first have to write down “What if?” questions. These questions represent the worst possible scenarios. These questions are based on the issue “Usage of drugs”. What if.. .. There is a deadly incident during the festival, because of drugs? .. There are more than one deadly incidents during the festival, because of drugs? .. There is no zero drug tolerance, so everybody can use as many drugs as they want? .. There are sellers with bad illegal drugs at the festival that do not have been checked? .. There are a lot of people using drugs at the festival site? .. A lot of visitors need to go the hospital during the festival because of drugs? .. There are not enough First Aid employees available during the festival, because of the amount of drugs incidents? .. There is a large group of active drug sellers at the festival site? .. There are employees from TomorrowLand selling drugs during the festival? .. There is a security employee who works together with drug sellers, so they don’t need to go through the security check? .. There is a group on Social Media that exchanges ideas how to get the drugs into the festival? .. There is an artist who sells drugs to the visitors of the festival? .. There is a bad drug circulating around the festival site, which a lot of people will suffer from? As you can see, a lot can go wrong at the festival because of drug usage. We have chosen two “What if?” questions and put those in the following model. The two questions are: - What if there are not enough First Aid employees available during the festival, because of the amount of drugs incidents? - What if there are sellers with bad illegal drugs at the festival that do not have been checked? On the next page, you can find the table with four scenario’s, including the worst case scenario.
Scenario’s Not enough First Aid employees There is a large group of sellers who is actively selling drugs on the festival site. These drugs of bad quality, so it is even worse if the visitors take these pills. There are a lot of people who are passing out and need care from the First Aid team. But, because of the amount of incidents, there are not enough First Aid employees to look after all the people who are suffering from these bad drugs. Because of this, there is a man of 24 years old who does not get his help on time and dies at the festival site of TomorrowLand and the media will report about this issue.
There is a small group of sellers active on the festival site. They only sell drugs that have been checked and there not of bad quality. But, there are still not enough First Aid employees on the festival site. Because of this, people need to wait longer before they get help. But because the drugs are not of bad quality, nobody will die. But there will be some people who are suffering from these drugs. The media report about this issue.
Sellers with bad illegal drugs active on festival
No sellers with bad illegal drugs active on festival
There are sellers with bad illegal drugs on the festival site. These drugs of bad quality, so it is even worse if the visitors take these pills. There are a lot of people who are passing out and need care from the First Aid team. But there are enough First Aid employees to take care of all these people. The media will report about this issue, but will also notice that the First Aid team did a good job.
There is a small group of sellers active on the festival site. They only sell drugs that have been checked and there not of bad quality. There are also enough First Aid employees, so all the people that do need care from the First Aid employees will get the help as fast as possible. Because of this, there are no serious incidents at the festival site.
Enough First Aid employees
“Yesterday is history, today is a gift and tomorrow is a mystery.�
Crisis Response Fase A crisis is a sudden and unexpected event that threatens to disrupt an organization’s operations and poses both a financial and a reputational threat (Coombs, 2007). To prepare TomorrowLand on the worst-case scenario “Not enough First Aid employees – Bad drugs at festival site”, a couple of basic ‘rules’ will be discussed below, which are important during every crisis. - Framing sounds negative but is important. Frames in communication involve the way (words, phrases, images, etc) that is information is presented in a message (Coombs, 2007). - Humanity en sympathy shows that you care about the crisis. You need to apologize. - Show that you care but don’t exaggerate, because then it looks like an act. - Don’t say “Nothing bad has happened” before you have a message from authority. Be honest and explain the situation. Tell about your actions, so that everybody knows what you are going to do next. - Compensation for the victims is useful to show empathy, but it has to be suitable in the case. You don’t give something too fast, because than you will show there is a crisis going on and you take the responsibility. Which is good when it is a serious crisis, but not when it is actually very small. In every crisis there are three phases: 1. Pre-crisis phase Environmental scanning. Locating and reducing risk. Keep your eyes open and have a crisis meeting with the spokespersons. 2. Crisis response phase Take a look at the crisis communication plan and decide what and how you want to communicate. Chose a strategy. 3. Post crisis communication Evaluate the crisis strategy and communication. Learn from the crisis and manage the effects of the crisis. Has there be post care for the victims?
Worst Case Scenario Crisis Situation “Not enough First Aid employees - Bad drugs on festival site� There is a large group of sellers who is actively selling drugs on the festival site. These drugs of bad quality, so it is even worse if the visitors take these pills. There are a lot of people who are passing out and need care from the First Aid team. But, because of the amount of incidents, there are not enough First Aid employees to look after all the people who are suffering from these bad drugs. Because of this, there is a man of 24 years old who does not get his help on time and dies at the festival site of TomorrowLand and the media will report about this issue. Step 1: Objectives - Limit reputation damage - Strengthen the first aid system Step 2: Target Group
TomorrowLand Relatives of the victim First Aid of TomorrowLand Visitors Drug dealers Media Government
- TomorrowLand: - Visitors: - Media: - Government:
Position Internal External External External External External External
Involvement High High High Low High High High
Experience Opponent Opponent Opponent Sympathizer Supporter Critic Opponent
They are opponents because they are carrying a zero tolerance policy. But it was their fault there were not enough First Aid employees. So, they need to hire more First Aid employees. Also they had to check the website several times to check on any wrong messages or people with wrong attitudes. Their involvement is low, because they are sympathizers of the issue and they had the choice whether they wanted to take these drugs or not. They have a high involvement, because they are the ones who are agenda-set- ting the issue through: newspapers, Social Media, Radio/TV and Drugs forums. Their involvement is high, because they are opponents of this issue and they can decide to shut down the festival.
Step 3: Strategy Pleasing strategy There is an internal cause, because in the end the victims will blame TomorrowLand for the person that died. They will see TomorrowLand responsible for the issue. The issue is low manageable because it will be hard to apologize for someone’s death and make them forget. Step 4: Core message We want to show our empathy and sincerely apologize to the family and friends of (name of the victim). We are very sorry for what happened to him (CARE). We will take full responsibly for this accident, because there were not enough first aids (RESPONSIBILITY). To prevent this from ever happening again, we will make sure that there will be stricter controls at the entrance of our festival and at the festival website. We already had contact with the police for using their dogs to help us with these drug controls. We also will hire more First Aid employees during the next edition of TomorrowLand (ACTION). Step 5: Communication means Staff meeting Because of the seriousness of this matter, it will be required to organize a face to face meeting with all employees of the organization. All the employees have to be clearly informed about this matter. In this meeting, employees can share their ideas on how to strengthen the safety system and First Aid system. Give a Call The director of TomorrowLand should personally contact the victim’s family by calling them. He should let them know how terribly sorry he is for the inconvenience that happened to their beloved son/ daughter. He should show his empathy and wish them the best in this difficult period. Website and Social Media Webcare A newsarticle will be placed on the website www.TomorrowLand.com and www.TomorrowWorld.com, clearly describing the situations and the actions that will be taken. Also, they need to set up a Webcare team to monitor all the messages on Social Media and directly respond to it if needed. In Memoriam Facebook page TomorrowLand should add an In Memoriam page for the victim, on which they show their deepest empathy. This page is also offering others a change to memorialize the victim and to wish the best to the victim’s relatives. Press Conference To limit the reputation damage, it will be very important to organize a press conference as soon as possible. In this conference the organization will be able to inform everyone about the accident and most importantly show their empathy to the victim’s relatives.
Appendix Appendix 1: Longlist stakeholders Internal 1. Tomorrowland 2. Employees 3. Companies 4. Investors External 1. Competitors (Decibel Outdoor Festival, DefQon.1 Festival, Intents Festival) 2. Beverage suppliers 3. Residents 4. Community 5. Landowner 6. Security 7. First aid 8. Hardstyle lovers 9. DJ’s 10. Set builder 11. Catering agency 12. Drug dealers 13. Campsites 14. Sponsors 15. Bus agency 16. Media 17. Partyflock Interface - Government of Belgium - Major of the city - Local government
Appendix 2: Sources Issue 1: Usage of Drugs - Globalization101 (2013). Definition of Globalization. Accessed on Oktober 17, 2013, http://www. globalization101.org/what-is-globalization - FRW (2013). The globalization of music festivals. Accessed on Oktober 17, 2013, http://www.frw.rug. nl/persons/groote/cursus/global%20village/websites/0809/lowlands/main.html - TomorrowWorld (2013). Discussion on the website Partyflock about TomorrowWorld. Accessed on Oktober 17, 2013, http://partyflock.nl/party/245166 Issue 2: Loss of Hearing - NLM (2012). Hearing loss and music. Accessed on November 18, 2013, http://www.nlm.nih.gov/medlineplus/ency/patientinstructions/000495 - Nationale Hoorstichting (2013). Research ‘Risk hearing damage clubbers’. Accessed on November 18, 2013, http://www.hoorstichting.nl/plaatjes/user/files/Onderzoek%20risico%20gehoorschade%20uitgaanspubliek(1).pdf - Mens en Gezondheid (2013). Hearing damage festivals, the use of earplugs. Accessed on November 18, 2013, http://mens-en-gezondheid.infonu.nl/diversen/76551-gehoorschade-door-festivals-het-nutvan-oordopjes.html Issue 3: Usage of drugs - NCBI (2013). Definition of the Term ‘Drug Use’. Accessed on November 18, 2013, http://www.ncbi. nlm.nih.gov/books/NBK64714/, - Trimbos (2013). Risky alcohol and drug use in nightlife settings. Accessed on November 18, 2013, http://www.trimbos.nl/webwinkel/pro-ductoverzicht-webwinkel/alcohol-e drugs/pf/~/media/files/ inkijkexemplaren/pfg91304%20factsheet%20riskant%20alcohol_%20en%20drugsgebruik.ashx, - Omroep Brabant (2013). Visitor (19) Decibel Festival Hilvarenbeek deceased in hospital. Accessed November 18, 2013, http://www.omroepbrabant.nl/?news/179243882/Bezoeker+(19)+festival+Decibe l+in+Hilvarenbeek+in+ziekenhuis+overleden.aspx Risk Analysis - TomorrowWorld (2013). Discussion on the website Partyflock about TomorrowWorld. Accessed on November 20, 2013, http://partyflock.nl/party/245166 - Gazet van Antwerpen (2013). British woman dies from drugs in Tomorrowland. Accessed on November 20, 2013, http://www.gva.be/backstage/britse-sterft-door-drugs-op-tomorrowland.aspx
Appendix 3: Reflection Crisis Day - Lisa On the 16th of December, it was time for our Crisis Day in class. This afternoon we received the assignment, the organization we would represent and the specific crisis the organization was having at this moment. We were representatives for Mundial Festival, an annual festival located in Tilburg. Mundial Festival had been ‘attacked’ by bio-scammers. A report from the Netherlands Food and Consumer Product Safety Authority, presented at the 16th of January 2014, shows us that there were one or more caterers at Festival Mundial who were not biological, even though they claimed to be biological. Our assignment was: prepare yourself in 1,5 hour for a press conference. After 1,5 hours, we will actually held this press conference. Group members Marcella Kramer, Sabine Caron, Britte van den Heuvel, Jessica Vermeeren and Judith Mol. Preparation & Press Conference First, we started to read the assignment and decided who would be which spokesperson during the press conference. Britte was chosen as our main spokesperson, the Director, and Marcella and myself would support her as Communication Manager and Legal Expert. We started to think of Q&A’s, which we could ask other groups and with this method we would have the answers ourselves if others groups would ask those questions to us. After this, we divided the work and started to search for information we could use for our press statement. As a group, we decided to use the pleasing strategy, to take full responsibility and to show our support to the victims. We decided it would be best if we would apologize to any person who felt mistreated. During our press conference, there were a few persons who came late into the room. It were victims from the bio-scam, who were attacking us. Britte, our main spokesperson, did her job very well and answered all the questions from the victims with a lot of patience. Distribution during Press Conference Britte van den Heuvel Marcella Kramer Lisa Hagoort Sabine Caron Jessica Vermeeren Judith Mol
Director of Festival Mundial Communication Manager Legal Expert Camera Hostess Hostess
Checklist During our Press conference, we acted open and honest, but it was difficult to react very pro-active, because we had a lot of trouble makers in the room, who attacked us a lot on every word we said. We had chosen the ‘pleasing strategy’, so we tried to apologise to those people, but they did not want to take our apology. We tried to be calm and confident and I think Britte did this very well during our press conference as our main spokesperson. She was resolute and in control, Marcella and myself were a little faded because of all the attacks. Our two hostesses had made a Tool Kit for the visiting journalists and they wrote all the e-mailadresses down, so they could send more information later as soon as this was available. They also mentioned we would update our website and Social Media on a frequent basis. We did not blame anyone else but ourselves and said that we would strenghten our system to scan the caterers during our next event. The only thing we said we were going to do was to take legal action against the bio-scammers. So, according to the checklist, I think we did pretty well, in favor of Britte, because she did a very good job. Appendix 4: Q&A List Press conference Questions - How is it possible at the scammers were able to sell non-biological food? - Why didn’t you do better research to your caterers? - What are you going to prevent this in the future? - What will be the consequences for the scammers? - How are you going to make up to the visitors? - Did the caterers sign a contract about selling biological food? - What percent of the caterers sold non-biological food? - What was your first response on the news? - Did you know about the scammers? - How did you respond to the commotion on Social Media? - What are you going to do to prevent that this will happen next year? - Did you communicate with the Netherlands Food and Consumer Product Safety Authority already? - What did you say to the other caterers, what are you gonna do to make up with them? - How do we know that we can trust you again?
Appendix 5: Peer Consult - Lisa I made this report in collaboration with Marcella Kramer. This went pretty well, allthough we do live quite far from each other. We did use a lot of Social Media and other digital technology to work together. When it came to writing this report, we did write seperately from each other parts, but we did check the parts from each other. I wrote the largest part of the internal analysis, issue analysis, risk matrix and the scenario planning and Marcella completed my parts and wrote the arena analysis and the worst case scenario. And I think together it worked pretty well! I also did the design for the report, but that’s something I like to do. I though the lessons were quite nice to follow, but unfortunately I was not able to be present during all the classes. Due to a train incident, I was not present during one lesson and I think you explained a lot for the end assignment during this lesson. So I hope I did not forget anything in this report. I liked the Crisis Day, it was a nice experience. I thought it would be very easy, but our group got some annoying classmates who were pretending to be sick from the non-biological food which was hard for us to handle during the press conference. I have learned that you need to be very strong, confident and sure of yourself to be a good spokesperson. It is definitely not something anybody can do! After finishing this report, I am satisfied with our end result and I hope it will fit the requirements to pass this course! - Lisa Hagoort
“Yesterday is history, today is a gift and tomorrow is a mystery.�