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By: Samantha Yeager Date Written: 12/13/12 Date Tested: 12/14/12
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Table of Contents Introduction
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Acknowledgments
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Rehearsal Date Schedule
Purpose and Objectives
Key Publics
Key Media
Crisis Team Directory
Spokespersons
Interview Tips
Dress Tips
Trick Questions
Holding Statement and Key Messages
News Release
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Equipment and Supplies for Crisis Control Room
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Emergency Personnel
Pre-‐gathered Information
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Evaluation
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Introduction: PAWS Chicago Crisis Communication Plan
Why is This Plan Important? The plan is important because we, as a no kill organization, need to make sure that our animals are treated with the utmost care. PAWS Chicago is the highest rated animal welfare charity in the nation and we need to continue to live up to those standards. What Could Happen If the Plan Is Not Followed? If the plan is not followed,, PAWS Chicago could lose its good name and standing in the community. This may result in a decrease in animal adoptions. Our animals are our number one priority and if we are not seen as a proper animal shelter for them then that may undo or seriously harm the goal of becoming a no kill city. Has a Crisis Happened at PAWS before? Fortunately, there have been no reported cases of any of the volunteers abusing any of our animals. However, we should always be prepared in case this type of crisis happens. Has a Crisis Happened to Similar Animal Shelters? There have been other cases of abuse and neglect at animal shelters. In 2010 the Toronto Humane Society came under fire for animal abuse as well as shelters in Memphis and Palm Springs. All three incidents had a negative effect on the shelters.
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Acknowledgment Page
Paula Fasseas, Founder and Chair __________________________________________________________ Date and Signature Rochelle Michalek, Executive Director ___________________________________________________________ Date and Signature Kinga Mucha, Community Outreach Organizer ___________________________________________________________ Date and Signature Sarah Ahlberg, Media and PR ___________________________________________________________ Date and Signature Jenny Nahrwold, Intake and Admissions Coordinator ____________________________________________________________ Date and Signature
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Rehearsal Date Schedule December 14, 2012 May 3, 2013 October 11, 2013 March 8, 2014 August 12, 2014 January 9, 2015 June 10, 2015 November 17, 2015 April 16, 2016 September 22, 2016
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Purpose and Objectives Purposes In the event of a volunteer or other staff member abusing one of our animals, we must take immediate action to inform our publics of the situation and take the appropriate measures to rectify the situation. We will be open and honest with the media and other publics which will eliminate confusion. By being truthful, the crisis situation can be more smoothly resolved and action can be taken to eliminate any future problems Objectives We will make every effort to: ● Initiate the crisis communications plan within 2 hours of the crisis. ● Communicate with internal publics such as volunteers, managers, and other staff members promptly and accurately. ● Communicate with external publics and the media promptly and accuartely. ● Inform the police department of the abuse and abuser. ● Keep the media and all publics regularly informed of updated information through regular news briefs and updates to the company’s website. ● Maintain honesty with the media about all known information. ● Develop ways to alleviate future problems. ● Implement necessary changes as soon as possible and resume adoptions as normal. Who to notify first 1. Sarah Ahlberg, Media and PR 2. Paula Fasseas, Founder and Chair 3. Rochelle Michalek, Executive Director 4. Police Department
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Key Publics Internal Publics ● Board members ● Development board ● Professional board ● Volunteers ● Employees External Publics ● Community leaders ● Adopters ● Financial partners/donaters ● Legal representation ● Media ● Government officials ● Other animal shelters
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Key Media
● CBS 2
● Chicago Tribune
● Chicago Sun-‐Times
● Chicago Magazine
● WBBM Radio
● NBC 5
● ABC 7
● Chicago Reader
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Crisis Team Directory Title
Name
Phone
Cell phone
Founder and Chair
Paula Fasseas
pfasseas@pawschicago.org
Executive Director
Rochelle Michalek
rmichalek@pawschicago.org
(773) 475-‐ 9420
Media/PR
Sarah Ahlberg
sahlberg@pawschicago.org
(773) 890-‐ 5116
Community Outreach Manager
Kinga Mucha
kmucha@pawschicago.org
(773) 475-‐ 9425
Intake and Admissions Coordinator
Jenny Nahrwold
admissionsdog@pawschicago.org
(773) 475-‐ 9462
admissionscat@pawschicago.org
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Spokesperson(s) Spokesperson 1: Paula Fasseas, Founder and Chair Office phone: Cell phone: Home phone: E-‐mail: pfasseas@pawschicago.org Spokesperson 2: Rochelle Michalek, Executive Director Office phone: (773) 475-‐9420 Cell phone: Home phone: E-‐mail: rmichalek@pawschicago.org Spokesperson 3: Sarah Ahlberg, Media and PR Office Phone: 773-‐890-‐5116 Cell Phone: Home phone: E-‐mail: sahlberg@pawschicago.org Spokesperson 4: Location manager
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Interview Tips for Spokespersons ● ● ● ● ● ● ● ● ● ● ● ● ● ● ●
Prepare for answering who, what, when, where, why and how questions Focus on two or three key messages to communicate and repeat during the interview. Gather background information that may be useful during the interview. Be aware of subjects, issues, and questions that might be brought up. Be accessible and pleasant to reporters: Show respect, and remember their names, if possible. Avoid saying, “no comment.” Be honest. Use a technical expert if the area is out of your expertise. Remain calm, courteous, truthful, concerned, and, if necessary, apologetic. Face the reporter, not the camera or the microphone. Avoid jargon: Speak in everyday language. Do not speculate. Do not answer questions you don’t understand. Ask for clarification. If you can’t answer the questions, explain why. Make only “on the record” statements. There are no “off the record” statements. Be trained ahead of time, rehearsed well in advance of the crisis, and briefed prior to responding to the media.
Dress tips
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1. Consistent from head to toe 2. Don’t wear white 3. Make sure to powder forehead and nose 4. Keep hair out of your face, tie it back 5. Don’t wear noisy jewelry 6. Don’t wear sunglasses
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Trick Questions 1. Speculative questions that begin with if: ● “If you would have had a better background check system, would the abuse of an animal had happened?” ● “If you would have had better trained volunteers, would the abuse have happened?” 2. Leading questions: ● “You do agree that PAWS Chicago could have avoided this crisis, right?” 3. Loaded questions: ● “Isn’t it true that you knew about the volunteer abusing the animals?” ● Isn’t it true that the location manager should have been aware of the warning signs of this crisis?” 4. Naive questions: ● “What does PAWS Chicago do?” 5. False questions: ● There were only two volunteers, including the one in question, on duty right?” ● There is not always a location manager on duty is there?” 6. Know-‐it-‐all questions: ● We have all the facts. I just need to confirm a few things with you, okay?” ● I have all the details, but could you give me some wrap-‐up comments about this crisis?” 7. Silence: ● This tactic aims to get you to “spill your guts.” 8. Accusatory questions (designed to make you blame someone else: ● Who is actually responsible for this crisis?” 9. Multiple-‐part questions (designed to be intentionally confusing): ● “What kind of training do the volunteers go through, and is that standard in every animal shelter? If so, then how could this volunteer abuse animals and not have any of the other volunteers notice? 10. Jargon questions: Make sure to avoid using technical words that can confuse publics 11. Chummy questions: ● “Hey pal, off the record, why do you think this happened?” 12. Labeling questions: ● “Would you say that the atmosphere at PAWS Chicago is stressful?” 13. Good-‐bye questions (reporters give the impression that the interview is over before asking such questions): ● “Good-‐bye. Oh, by the way, how did this crisis actually happen?”
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Holding Statements and Key Messages
Holding Statement Today, PAWS Chicago regrettably found out that one of our volunteers has been abusing our animals. We are working on establishing the facts and will let you know when we know more. Our biggest concern is for the welfare of our animals and we fully intend to find out what happened.
Key Messages 1. Our biggest concern is for the welfare of the animals here at PAWS Chicago 2. We maintain a strict and thorough orientation and training program for all of the volunteers. 3. We are sorry for what has happened and will be taking steps to insure that this does not happen again in the future.
News Release
NEWS RELEASE
FOR IMMEDIATE RELEASE
FOR MORE INFORMATION, CONTACT: Sarah Ahlberg Director of Media Relations 773-‐890-‐5116 sahlberg@pawschicago.org [Headline]
CHICAGO-‐ At approximately __________ (time) today ___________(date), PAWS Chicago was informed that ____________(incident) occurred on the site of _______________(what PAWS Chicago location.
Crisis response personnel are now responding as well as __________________( other support response groups). Our shelter’s response groups include (list appropriate groups such as fire or police).
Our main concern is for the welfare of all of the animals here at PAWS Chicago.
We are now involved in determining what has happened and what is being done to rectify the situation. As more details become available. we will pass them on to the media.
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Emergency Personnel
Chicago Police Department Address: 3510 S Michigan Ave Chicago, IL 60653 Telephone (non-‐emergency): (312) 744-‐4000 (emergency): 911 Press room: (773) 745-‐6717 E-‐mail: CLEARPATH@chicagopolice.org Chicago Fire Department Main Office: 3510 Michigan, 2nd floor Chicago, IL 60653 Main Office Telephone: (312) 745-‐3705 Community Relations: Cynthia Acklin (773) 745-‐3868 Lincoln Park Station Address: 605 W Armitage Ave Chicago, IL 60614 Telephone: (312) 664-‐ 5028 Access Community Health Network Address: 2020 N. Clybourn Avenue, Chicago, IL Telephone: (773) 404-‐5277 Sage Medical Group Address: 1150 W. Fullerton Avenue #2 Chicago, IL Telephone: (773) 549-‐7757 Lincoln Park Hospital Address: 550 W. Webster Avenue, Chicago, IL Telephone: (773) 883-‐2000 Mid-‐North Animal Hospital Address: 2212 N. Halsted Street Chicago, IL 60614 Telephone: (773) 929-‐0777 Compassionate Veterinary Care Address: 620 W. Webster Avenue Chicago, IL 60614 Telephone: (773) 244-‐2438
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Equipment and Supplies for Crisis Control Room
● Chairs and desks ● Wi-‐Fi Connection ● Plug-‐in/surge protectors ● Molt box ● Microphone and stand ● Business cards ● Bulletin boards ● Flip charts and chalkboards ● Computers ● Computer printers ● Telephones and cellular phones ● Battery-‐powered televisions and radios ● Maps of the crisis area ● Battery-‐powered flashlights and lamps ● Police radios ● Walkie-‐talkies ● Company letterhead, pens, and pencils ● Telephone directories ● Contact lists and media directories ● Press kits ● Street and highway maps ● Food and beverages ● Copying machines ● First-‐aid kits ● Cameras and film ● Extension cords and generator power packs
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Pre-‐gathered Information ● ● ● ● ● ● ● ● ●
Safety records and procedures Annual reports Photos Company backgrounders Executive biographies Maps of the building Locations Company fact sheets Photos of building and animals
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Evaluation