SCOM 365- Sports Public Relations

Fall 2017 Crisis Manual

Page | 1

SCOM F.C. Crisis Manual

Contents Crisis Type: Physical Plant (Terrorism Threat) .............................................................................................. 3 Crisis Type: Physical Plant / Natural Disaster................................................................................................ 8 Crisis Type: On-Field (Fan Injury) ................................................................................................................ 13 Crisis Type: On-Field Crisis (In-Stand Violence) .......................................................................................... 18 Crisis Type: Family and Player Personnel (Head Coach) ............................................................................. 24 Crisis Type: Family (player domestic violence) ........................................................................................... 29 Crisis Type: Corporate - Financial Failure - Bankruptcy .............................................................................. 34

Page | 2

SCOM F.C. Crisis Manual

Crisis Type: Physical Plant (Terrorism Threat) Scenario: A terrorist threat was made at Caesars Stadium during the 2017 season on Wednesday evening when no players, fans, personnel where in the stadium. The threat was found in the men's bathroom in a stall and all employees were evacuated.

Goals: (List two to three goals of this crisis communication; Example is on p. 328 – 334) 1. Communicate to key publics that the athletic organization is doing everything possible to ensure the safety of players, coaches, fans and personnel at the stadium. As well as ensure the safety of the local citizens of Las Vegas.

2. Fulfill the team's obligations to our various constituents while protecting its reputation and maintaining the safety of those who are involved with the team.

3. Communicate effectively and provide updates to the mass media and other key publics during this difficult time.

Crisis Communication Committee Name Robert Sanders Steven Adkins Rick Sawyer Mike Long Michelle Smith Stacey Holmes Aaron Meech

Position Team Owner Head Coach General Manager Public Relations Coordinator External Operations Internal Operations Legal Advisor

Home Phone 702-345-6789 702-489-6333 702-455-6107 702-345-1001 702-562-0514 702-685-7689 702-455-5621

Cell Phone 702-345-9013 702-689-1902 973-676-9135 940-882-3669 540-876-9124 379-567-3489 783-901-1023

Internal Communication Procedure First few hours after the crisis: • • • • • •

•

Crisis Communication Chair will contact the board and it’s members about the threat.

Media Relation Director contact local authorities and inform them of the threatinvestigate how credible the threat is.

Athletic Director informs head coach and players of the situation.

Media Relations Director informs all internal publics (employees, stakeholders) about the situation.

Team owner approves planned initial media statement regarding the incident.

Continue to work with local authorities to diminish the threat, let the public know that if the threat remains credible by Thursday afternoon we will make a statement about Sunday’s game and the potential to move to another stadium.

Informs all personnel involved that media inquiries are to be referred to the office of media relations, no one else should be talking to the press.

Page | 3

SCOM F.C. Crisis Manual

•

•

Start to implement a plan of action to ensure the safety of the public (fans, teams, employees, and everyone who will be attending the game). This would include collecting more information on the threat.

Meet with financial advisor, legal advisor and facilities management to go over a plan to increase security measures (see if local authorities can assist).

Robert Sanders, team owner, will contact other personnel who will serve as members of the crisis communications committee during the time of rebuilding the stadium.

1. Inform internal publics what their tasks will be during the crisis and set clear guidelines of what is expected of them.

2. Implement the call tree to reduce the time top management has to take telling all employees what has happened. Each party will contact the specific people assigned to them through the tree.

3. Secure additional information relevant to managing the crisis.

4. Identify the spokesperson, Brittany Simmons who is currently serving as the Director Of Public Relations.

5. Identify backup spokesperson in the event Christina is not available. Backup spokesperson is director of Media Relations, Mike Burke.

External Communication Procedure (Draw the flow chart; See p. 178

Page | 4

SCOM F.C. Crisis Manual

Las Vegas Spades

Personal Contacts

News Release

Website

Family

Mass Media

Donors, Fans

Community Members, Student, Alumni, etc

Overall crisis communication strategy Selected strategy • • •

Apologize Corrective action Compensation

Strategy: Corrective action: take some reasonability to work with law enforcement and to make it safe for either the game to still be in the stadium or find a new place to hold the game (compensation) and apologize for the parties affected (or reimburse them).

Rationale: (Explain how this strategy can accomplish your crisis communication goals) Corrective action is the best way to accomplish our crisis communication goals because it will ensure the safety of all people involved. By working with law enforcement officials and bringing more security to the game we are ensuring the safety of all involved. If the person is not caught when it comes time for the game, we will be moving the game to a new place to ensure the Page | 5

SCOM F.C. Crisis Manual

safety of everyone and prepare for the possibility that the person will follow through on the threat. All of this will make the fans feel safe so they still attend the game, which is one of our main goals.

Key Publics (List at least five key publics who will care the most on your response) 1.

2.

3.

4.

5.

6.

Local Residents Players/Coaches National Media Local Media Surrounding cities/states NFL Primary message We want to be prepared to keep everyone involved safe and informed to make sure that the situation does not escalade while trying to find the source of the threat to dispel it.

Secondary message

•

Increase security by 50% adding 20 security personnel, including state-of-the-art counter-IED equipment.

•

If we feel necessary we will move the game or reschedule, and take proper measures to reimburse affected parties including staff. o Necessary information: o When law enforcement will be on the scene/ investigation will begin. o If the threat is credible or if the source of the threat has been found o Where we can move the game to if need be-locations in Honolulu or in opponents city o Security and logistics of having the game in the stadium still o Reimbursement or compensation of tickets, hotels, etc. Initial Media Statement Initial Media Statement The Las Vegas Spades are actively engaged in managing the threats of terrorism that occurred yesterday afternoon. The company has contacted the appropriate national and local authorities and is working closely with them. We recognize and understand your need for information, and we will be back in touch with you as soon as possible.

Spokesperson Identification Name Steven Adkins Robert Sanders Page | 6

Position Head Coach Team Owner

Home Phone 702-489-6333 702-345-6789

Cell Phone 702-689-1902 702-345-9013 SCOM F.C. Crisis Manual

Michelle Smith

External Operations

702-562-0514

540-876-9124

Opening Statement This will be read by spokesperson Steven Adkins Hello, we would first like to thank all of you for taking the time out of your day to come meet with us. As you all know, there was a threat of terrorist activity at Caesar Stadium on Wednesday. We are extremely concerned about the safety of employees, fans and the well being of the city and hope to help in any way possible in the moving forward. Caesar Stadium has been carefully searched by police forces and we can confirm that this was in fact a hoax.

Caesar Stadium have now received the all clear from local law enforcement and resumed regular operations, with a heightened level of security. We feel lucky to have no injuries or casualties. However, our of the safety of our team and staff, we will keep Ceaser Stadium closed until Friday. This will not impact any games or scheduling with the NFL. Our main priority right now continues to be the safety of everyone, and making sure that we take every precaution possible. We want to make sure that the team, staff and fans feel safe coming to Caesar stadium in the future. Thank you all for your patience and concern.

Anticipated Questions 1) Were there any preventable strategies the facility management could have taken to prevent excess damage of the stadium?

2) When will the Spades be able to return to the stadium?

3) Is the team still practicing during this time?

4) How will the organization be helping the community during this time?

5) Will the team change any organization policies to secure the stadium in the future?

Page | 7

SCOM F.C. Crisis Manual

Crisis Type: Physical Plant / Natural Disaster Scenario: Honolulu is home to an active volcano and by being in close proximity, the population is subject to severe weather events. The Aloha Stadium was damaged by falling debris from a mild eruption and will need repairs before the team can hold games there again.

Goals: • • • •

Inform the public that nobody was hurt in the incident.

Inform public of Week 7 game being moved to Fresno.

Keep public informed as to where the Week 9 home game will be.

Inform public that Rocks will be looking into further steps to protect from this event happening in the future.

Crisis Communication Committee Name

Position

Home Phone

Cell Phone

Dwayne Johnson (a.k.a. Samantha Bravo)

Owner

(555) 4352352

(555) 2341232

David Kraft

Director of Football Operations

(555) 2354256

(555) 2366776

Hannah Abeel

Director of Public Relations

(234) 1232420

(234) 7859394

Alex Smith

Player (QB)

(686) 2879273

(686) 2913904

Jilly Mae Johnson

External Operations Manager

(099) 9890000

(099) 9900823

Gustavo Railing

Legal Advisor

(101) 4432121

(101) 1022222

Chris Morris

NFL Representative

(410) 8601742

(410) -2514454

Page | 8

SCOM F.C. Crisis Manual

Internal Communication Procedure 1. Owner learns of the weather incident and contacts members of the Crisis Communication Committee.

• Director of Football Operations • Director of Public Relations • Player (Star QB/Face of franchise player) • External Operations Manager • Legal Advisor • NFL Representative 2. Director of Football Operations informs players and coaches.

3. External Operations Manager informs staff.

4. NFL Representative will contact league office about moving Week 7 game to Fresno 5. Director of Public Relations will write a press release stating there was damage to the venue but no injuries, and that the Week 7 game will be moved to Fresno.

6. File Insurance claim 7. Owner contacts local government to tell them of situation.

8. Team and League hold press conference.

Page | 9

SCOM F.C. Crisis Manual

External Communication Procedure

Overall crisis communication strategy Selected strategy (strategies) Strategy: Corrective Action Rationale: Seeing as freak weather events are out of our control, we have chosen the corrective action strategy to help with the aftermath and recovery in the community.

Key Publics 1. Team Fans 2. League Fans 3. Local Residents 4. Local Business Owners 5. Team Employees Primary message We intend to work to restore Aloha stadium and surrounding area.

Secondary message

Page | 10

SCOM F.C. Crisis Manual

• • • • •

Week 7 matchup will be moved to Fresno.

Team will refund tickets to season-ticket holders and offer tickets to future games to individuals who purchased tickets to the Week 7 game.

Repairs on the stadium will be completed by the Week 9 home matchup.

Repairs to the stadium have been budgeted $3,000,000.

The stadium will be closed until repairs are complete.

Initial Media Statement “Sometime during the eruption of Mt Koolau a large piece of volcanic rock hit Aloha Stadium damaging part of the interior structure. Thankfully no one was hurt during the incident but the damage to the stadium is great enough that the Rocks W Week 9 Matchup at home versus the Chattanooga Chickadees is in question of being moved. Our number one goal moving forward will be to fix the damages as quickly as possible.

In the event that the repairs to our stadium will not be completed, our External Operations Manager will be heading a team to try and use the University of Hawaii’s home field.

Spokesperson Identification Name

Position

Home Phone

Cell Phone

Dwayne Johnson (Sam Bravo)

Owner

(555) 435-2352 (555) 234-1232

Chris Morris

NFL Representative

(410) 251-4454 (410) 251-4454

David Kraft

Director of Football Operations

(555) 235-4256 (555) 236-6776

Hannah Abeel

Director of Public Relations

(234) 123-2420 (234) 785-9394

Opening Statement Good Afternoon, my name is Dwayne Johnson, I am the Owner of the Honolulu Rocks. This week, the City of Honolulu went through the Eruption of our very own Volcano, Koolau. The devastating effects of the volcano affected not only the team, but our surrounding Honolulu community, as well. The volcano damaged parts of the stadium, specifically the upper and lower bowl, as well as some of the parking lot and entrances into the stadium. The stadium is currently being examined by both an insurance company as well as an independent contractor to see what damage has been done and to see what needs to be replaced. During this time, the team will continue practicing at a nearby training facility. The Rocks are currently working with the NFL and some of the teams on our schedule to see if we may need to postpone any upcoming home games.

Page | 11

SCOM F.C. Crisis Manual

The safety of our fans and players is the most important aspect to review during this time. The damage requires temporarily closing the stadium, we will work with the league and opposing teams on playing at an alternate site. For next week’s game against the Fresno Fuegos, the game will be played in Fresno, California. For any fans who purchased tickets cannot make it to the game, we will either refund the money for your ticket or swap out your tickets for a game that you can attend. For our loyal seasonticket holders, we will be reimbursing you the cost of the tickets for the upcoming home game. Our thoughts and prayers go to all those in the impacted areas.

Anticipated Questions -

How much is the damage estimated to cost?

-

What will be done to repair the stadium?

-

Who will be involved with the repair?

With the season still going on, what will the team do for the next home game if repairs are not completed?

-

Will any games need to be rescheduled due to the damage?

With the damage that just occurred, will the team look at other parts of the stadium that may need to be updated for safety reasons?

-

Was there anything that could have been done to prevent the damage?

-

Where will the money for repairs come from?

-

Will the team do anything to help the neighboring community affected by the Volcano?

Page | 12

SCOM F.C. Crisis Manual

Crisis Type: On-Field (Fan Injury) Scenario: Fan-related incident involving minor injuries at an athletic event.

Goals: 1. Ensure that privacy of those directly and indirectly involved is protected.

2. Release information to the key publics as quickly as possible in accordance with objective 1.

3. communicate the athletic department’s a. sincere concern and sadness regarding the accident, b. commit to minimize the possibility of such an event occurring again.

4. Minimize exposure to possible legal action.

Crisis Communication Committee Name

Position

Home Phone

Cell Phone

Casey Jones

Director of Athletics

(559) 233-6789

(599) 233-4367

Penny Lane

Senior Associate Athletic Director

(559) 233-4903

(599) 233-3212

Bill Mann

Senior Associate Athletic Director for Media Relations

(559) 233-7549

(599) 233-8908

Josh Hunter

Assistant Athletic Director

(559) 233-8097

(599) 233-7897

Sid Castro

Legal Advisor

(559) 233-4569

(599) 233-3232

Linda Night

Facility Manager

(559) 233-1987

(599) 233-8903

Jimmy Dean

Assistant Director for Media Relations

(559) 233-5456

(599) 233-5632

Internal Communication Procedure 1. The CAC chair will contact other personnel who will serve as members of the CCC for the duration of the crisis episode. They include the following: a. Director of athletics b. Senior associate AD c. Assistant AD for media relations d. Assistant AD for compliance and student services Page | 13

SCOM F.C. Crisis Manual

e. Legal advisor Contact information is available above.

2. AD and senior associate AD make preliminary contact with the injured parties and their families.

3. AD approves use of the planned response to media inquiries regarding the incident. The planned response to be released on behalf of the AD by the media relations office is as follows: “We are deeply concerned about this incident. However, we are still in the early stages of gathering relevant information. We will release information as soon as it is available while protecting the privacy of the individuals involved.”

4. AD informs athletic department personnel that all media inquiries are to be referred to the office of media relations.

5. Assistant AD for media relations makes the prepared response available to those media officials who are making inquiries. Assistant AD for media relations informs media members that subsequent inquiries should be directed to the media relations office and that all additional information will be released from the media relations office. Media relations office will maintain a record of all inquiries, responses, and follow-up actions as needed.

6. Media relations director informs all media relations personnel of the situation. If necessary, all media relations personnel report to the athletic department to assist with media services.

7. Senior associate AD gathers as much information as possible regarding the incident.

8. CCC meets to discuss subsequent action for the following issues: ●

Are any immediate public safety issues at athletic facilities needing to be addressed? ● Who will serve as the primary contact for the individuals who were involved and Their families? ● Who will serve as the primary spokesperson for media inquiries? ● How will the process be coordinated so that public comment never precedes the sharing of information with the individuals who were involved and their families? ● How will the information be shared with the media? ● What will be the department’s position regarding the accused? ● What messages will the department attempt to communicate to fans regarding their safety at athletic events? ● Who else needs to be contacted regarding the situation and who should make those contacts?

9. Promptly take actions deemed important in the CCC meeting.

10. Release additional information to the media as it becomes available, ensuring the privacy of the patrons and families involved. All additional information will be given to the families before it is released to the media.

Page | 14

SCOM F.C. Crisis Manual

External Communication Procedure

Overall crisis communication strategy Selected strategy Strategy: Corrective action, apology, and compensation Rationale: We chose the corrective action strategy because it was an accident crisis as a result of a technical error. As an organization we want to ensure the safety of all of our fans, by taking any action necessary to prevent an event like this from happening in the future.

We feel that it is necessary to provide the injured fan with an appropriate apology, in addition to compensation, since stadium safety falls in our burden of responsibility.

By accepting responsibility and taking corrective action we believe these are the proper steps relieve negative attention and remedy the error.

Key Publics 1) The victim of the accident 2) Fans 3) Local media Page | 15

SCOM F.C. Crisis Manual

4) Upper management 5) NFL Primary message We are actively committed to ensuring the safety of all of our fans, by implementing new safety protocol to prevent an event like this from happening in the future.

Secondary message ●

● ●

●

● ●

Corrective action plan ○ Implement new safety procedures and policy to ensure fan safety ■ Hire new event personnel (safety staff) to check all railings and other stadium components before and during games ■ Anything identified as being potentially unsafe must be immediately labeled ■ Anything within the stadium identified as potentially harmful must be fixed/replaced within 1 week or before the next home game How many people were injured and their current medical status Action taken toward the affected fan ○ Apology ○ Compensation ■ Medical bills covered ■ VIP tickets How will new safety staff be handled? ○ Proper training program ○ New department under facility management umbrella Reasoning behind why there was a technical stadium malfunction?

Plan to hire company to assess the overall safety status of the stadium in the off-season ○ If necessary our organization will invest in new renovations to replace all unsafe stadium conditions, since we cannot renovate the entire stadium until the offseason ○ In the meantime, the new safety staff, procedures, and policy that will be implemented will handle any concerns for the current season.

Initial Media Statement Earlier today, a fan was injured due to a technical malfunction in a stadium railing. We have spoken with him and found out that he is currently at a local hospital and in stable condition. We are gathering as much information as possible at this time, regarding his condition and the reasoning behind why this incident occurred. We have apologized to him and offered to pay for any medical bills, as well as offering home VIP tickets for the remainder of the season. Our prayers are with him and his family during this time.

We will keep fans and the media updated as soon as more learn more regarding the exact information surrounding this incident. In response to this event, we plan to implement a new safety procedure and policy, along with a new safety staff to ensure the safety of fans at our stadium.

We want to reiterate that the safety of our fans is our number one concern, and we are doing everything possible to ensure something like this will not happen again.

Page | 16

SCOM F.C. Crisis Manual

Spokesperson Identification Name

Position

Home Phone

Cell Phone

Casey Jones

Director of Athletics

(559) 233-6789

(599) 233-4367

Josh Hunter

Assistant Athletic Director

(559) 233-8097

(599) 233-7897

Bill Mann

Senior Associate Athletic Director for Media Relations

(559) 233-7549

(599) 233-8908

Opening Statement Statement made by Director of Athletics, Casey Jones. “Good afternoon, I would like to start off by thanking all of you for being in attendance today. As many of you know the previous home game of the Fresno Fuegos, a fans fell while leaning over a railing and was injured from it being unstable. Following the injury, an event staff member immediately contacted the medical staff, who was on site within an instant. The fan was attended to and properly taken off in a stretcher to an ambulance, where he was brought to the hospital for further evaluation.

The Fuegos are taking this matter extremely seriously as there is now a safety concern issue within our stadium. This is an embarrassment for the Fuegos in the newly built stadium, but with a few changes in safety precautions, this issue will be one only of the past. We have hired a group of professionals to ensure our safety conditions are up-to-date in the stadium and that everything else is in check. The event staff will be patrolling consistently and enforcing fans to not lean on the railings, even if they are trying to reach out to touch their favorite player.

As an organization, the Fresno Fuegos would like to apologize to the fan and his family. We are thankful that the injury was minor, and we wish him a speedy recovery. The Fuegos would like to advise all fans and future fans in attendance to be careful at all times and abide by the safety laws. We hope to avoid incidents like this in the future, and hope to continue seeing our beloved Fuegos win!

Anticipated Questions 1. What precautions were in place before the incident?

2. What precautions will you take to ensure that this injury does not re-occur?

3. Have there been any other previous incidents like this that have not been reported?

4. What have you done to help the victim recover from this injury?

5. How will you promote safety in the stadium going forward from this incident?

Page | 17

SCOM F.C. Crisis Manual

Crisis Type: On-Field Crisis (In-Stand Violence) Scenario: Last night, two fans were involved in an altercation at the Chattanooga Chickadees’ football game. Both fans were sent to the hospital following the altercation, one with a minor head injury and one with a nose injury. The police proceeded to investigate the two suspects following their release from the hospital.

Goals: ● Communicate effectively with key publics regarding the on-field crisis ● Ensure all present and future guests Finley Stadium is a safe, fun environment to watch a game and all guests will be well taken care of ● To convey the athletic department’s apologies to all those involved in the crisis and to emphasize that we are investigating deeper into the situation Crisis Communication Committee: Name

Position

Home Phone

Cell Phone

Thomas Miller

President

423-567-8457

423-236-5486

Sara Smith

Executive Vice President/ CCC Chair

423-549-2846

423-532-5743

Kaitlin Johnson

Senior Vice President, Communications

423-556-7635

423-765-5735

Tyler Street

Director of Media Relations Office

423-826-9736

423-986-2377

Scott Campbell

Senior Vice President of Football Operations/General Council

423-876-3715

423-346-0971

Stephen Robinson

Director for Compliance Fans Services

423-576-0395

423-465-7824

Mary Wilson

VP of Stadium Operations

423-557-2371

423-647-8903

Michael Anderson

Stadium Security Chief

423-547-6592

423-435-8305

Kyle Walker

Chattanooga Chief of Police

423-547-2437

423-446-7824

Page | 18

SCOM F.C. Crisis Manual

Internal Communication Procedure: Objectives: 1. Ensure that the privacy of those directly and indirectly involved is protected.

2. Release information to key publics and stakeholders as quickly as possible 3. Communicate the Chickadee’s athletic department’s: a. Sincere concern and sadness regarding the accident b. Commitment to fully investigate the accident c. Commitment to minimizing such event from reoccurring 4. Minimize accidents exposure to possible legal action Procedures: 1. CCC Chair will contact other personnel who will serve as members of the CCC for the duration of the crisis episode, including: a. President b. Executive VP/CCC Chair c. Senior VP, Communications d. Director of Media Relations Office e. Director for Compliance Fans Services f. Senior VP of Football Operations/General Council g. VP of Stadium Operations 2. CCC chair informs organization president of the situation.

3. CCC chair and Senior VP, Communications make preliminary contact with the injured parties and their families to express concern.

4. Media relations office approves the media advisory and initial statement to be release . The planned response: “We are deeply concerned about this incident. However, we are still in the early stages of gathering relevant information. We will release information as soon as it is available while protecting the privacy of the individuals involved,” is to be posted on Fantasy Newswire.

5. Senior VP, Communications informs all Chickadee personnel that all media inquires are to be referred to the office of media relations.

6. Director of Media Relations Office makes the prepared response to those media officials who are making inquires, and informs media members that: ● subsequent inquires should be directed to the media relations office, and ● all additional information will be released from the media relations office.

7. Media relations director accepts the request for media credentials within 24 hours, and informs all media relations personnel of the situation.

8. CCC chair gathers as much information as possible regarding the incident.

9. CCC meets to discuss action for issues that may arise such as: ● Are any immediate public safety issues at Finely Field needing to be addressed?

Page | 19

SCOM F.C. Crisis Manual

â—?

Who will serve as the primary contact for the individuals who were involved and their families? â—? What messages will the department attempt to communicate to fans regarding their safety at athletic events?

10. Promptly take actions deemed important at CCC meeting.

11. Release additional information to the media as it becomes available, ensuring the privacy of the patrons and families involved. All additional information will be given to the families before being released to the media.

External Communication Procedure:

Sport Organization

News Releases Personal Contact

Website

Mass Media

Family Members

Donors, fans, etc.

Community members, former players,

Page | 20

SCOM F.C. Crisis Manual

Overall crisis communication strategy Strategy: Reinforce Commitment to Safety Rationale: By reinforcing our commitment to safety at Finley Stadium, we can provide both our current and future guests assurance that they will be well taken care of while visiting our venue. We will make everyone aware that though we have safety guides in place such as our security team, we at Finley Stadium will be looking into enhancing the security we already have as well as procedures set in place in case events like this should occur. Above all, we want our fans and visitors to know that we care about their safety and are committed to making sure they remain safe while in our venue, which is why we are following measures to look deeper into the incident.

Key Publics Home fans Away fans and visitors Parents Local community Security Primary message: We want to remind fans that Finley Stadium is a fun, family focused environment, the incident that occurred was a fluke, due to a lack of proactive action being taken by our security team as well as bystanders.

Secondary message: ● We will be adding additional security team members ● We will be implementing a series of ‘safety stations’ throughout the stadium to call for help ● We will discourage binge drinking and substance abuse, a common factor in most physical altercations ● We will discourage the use of profane and obscene language ● We will implement more child-focused jumbotron specials to remind the adults that they are role models Initial Media Statement: Earlier this evening, at today’s game against the Las Vegas Spades, there was an altercation between two individuals of opposing teams. Both parties are stable and recovering. It is unclear what criminal charges will be filed. We are deeply concerned and saddened by this incident and we will be taking the necessary steps to gather all pertinent information. The Chickadees do not support violence in any form and the safety of our fans is of the utmost importance to us. We will continue to work hard to ensure that every experience at our facility is a safe and enjoyable one for all of our participants. We will release more information as it becomes available, but we ask that you respect the privacy of those involved. Thank you.

Page | 21

SCOM F.C. Crisis Manual

Spokesperson Identification: Name

Position

Home Phone

Cell Phone

Thomas Miller

President

423-567-8457

423-236-5486

Sara Smith

Executive VP / CCC Chair

423-549-2846

423-532-5743

Kaitlin Johnson

Senior Vice President, Communications

423-556-7635

423-765-5735

Opening Statement: During yesterday’s game against the Las Vega Spades, an altercation occurred between two opposing fans. The disagreement between the two men began during the game’s halftime event. This incident of violence was minimized very quickly due to the timely response of our amazing stadium safety staff. The two involved men were taken out of the stadium by medical personnel and treated at the Chattanooga Memorial Hospital. Neither one of the parties involved were critically injured, and they are both set to be released from the hospital this afternoon. Police still investigating the incident in order reach a fair punishment for those involved.

The Chickadee’s are deeply saddened and concerned at the behavior conducted in our home stadium. We understand the severity of this event as it pertains to other guests enjoying the game. Fan misconduct is not, and never will be, condoned at Finley Stadium. We will take all necessary further measures to ensure the safety of all fans during each game as everyone should have the privilege to enjoy our football community. We are continuing to gather all necessary information about the incident in order to most effectively take the steps in dealing with the issue.

The Chickadee players have expressed their opinions on the incident as “disappointing”, “unacceptable” and “a conflict of our teams revered values”. Respect is the core value of the Chattanooga Chickadees and something that we do not ever waver. We believe that our values should be aligned with our fan’s to strengthen our community here in Chattanooga as well as across the states in stadiums everywhere. We will continue to provide updates on the situation as well as the steps we are taking to continue perpetuating a positive game environment in Chattanooga. Thank you.

Anticipated Questions: 1. What steps will be taken to prevent an incident like this to happen in the future?

2. Will you ensure that violent fans will not be given ticket access in the future?

Page | 22

SCOM F.C. Crisis Manual

3. Was the hostility in the crowd influenced by the consumption of alcohol that fans purchased in the stadium?

4. What is the current state of the two men?

5. Is there any reason to speculate that there was a motive behind the violence?

6. How are these men being punished?

Page | 23

SCOM F.C. Crisis Manual

Crisis Type: Family and Player Personnel (Head Coach) Scenario: Madison Moose Head Coach Jason Strong was discovered to have accepted a monetary bribe to throw a game.

Goals: 1. Ensure that all parties are treated fairly in accordance with Madison Moose policy, NFL policy, and legal procedures.

2. Be transparent in communicating to key publics that this breach in contract and that illegal conduct is unacceptable.

3. Take action swiftly, and ensure investigation is efficient and accurate.

Crisis Communication Committee (Make up names, titles, and phone numbers; This is different from spokesperson; You can have more than seven CCC members if necessary; CCC always need to include the head of the organization) Name

Position

Home Phone

Cell Phone

John Brake

Chairman of the CCC

897-0566

289-3576

Chris Carte

CEO of Madison Moose

867-9057

456-3976

Sam Cool

General Counsel

897-3456

453-2367

Steph Reese

Chief Marketing, Media, and Communications

897-2167

213-6789

Anne Rotman

Chief Financial Officer

987-4564

695-4690

Jason Mann

Vice President of Operations

574-5959

339-2345

Gary Dolan

Vice President of Business

347-7960

869-3857

Jackson Walsh

General Manager

122-8989

324-5678

Internal Communication Procedure (Describe what will happen within the CCC team for the first few hours after the crisis; Example is on p. 328 – 334; Please remember that you should post the media advisory including the initial statement on Fantasy Newswire and accept the requests for media credentials within 24 hours) 1. The CCC Chair will contact the personnel who will act on this crisis episode. They will included the following: ➔ ➔ ➔ ➔ ➔

Chairman and Executive officer General Counsel Chief of Marketing, Media and Communications Chief Financial Officer Vice President of Operations

Page | 24

SCOM F.C. Crisis Manual

➔ Vice President of Business ➔ Head Coach (if student athletes or staff members of specific programs are involved) ➔ Owner of the Madison Moose ➔ Executive Vice President of Football Operations 2. The Chairman, CEO, and General Counsel of the Madison Moose will meet to inform the Athletic Director and owner of Madison Moose, of the current situation.

3. The CCC communicates the situation to the subsequent coaching staff, athletes, staff affected by coaching action and throwing the game.

4. The General Manager in conjunction with the CCC will release first media advisory notifying the acknowledgment of the incident and that more information will come at a later time.

5. The GM informs all Madison Moose staff that media inquiries are to be referred to the CCC. 6. The CCC will meet and address the key issues: 1. Who will serve as the primary spokesperson?

2. How the department will best communicate with the mass public?

3. Prepare for anticipated media inquires 4. Prepares planned response to deliver to the media.

7. The GM will release a second media advisory stating the time and date of a corresponding news conference.

8. As quickly as possible, take those actions deemed important in the crisis committee meeting.

External Communication Procedure (Draw the flow chart; See p. 178)

Page | 25

SCOM F.C. Crisis Manual

Overall crisis communication strategy Strategy: Low Responsibility, Excuse (Provocation), corrective action (firing the head coach) Rationale: This strategy can help accomplish our crisis communication goal because the overall organization had no way of preventing the situation; the crisis is strictly in association with the head coach’s actions. The reasoning behind this crisis strategy is for the Madison Moose and the NFL to disassociate themselves from the actions of one rogue individual in their organizations. Recognizing the crisis, taking swift action to investigate the crisis, and possibly terminating Jason Strong is important; by accomplishing these tasks, the Madison Moose and NFL are working towards the best solution for their overall interests.

Key Publics 1. Madison Moose staff 2. Madison Moose fans 3. Opposing teams 4. All NFL personnel 5. NFL

Page | 26

SCOM F.C. Crisis Manual

6. Anti-gambling groups Primary message Gambling is a federal crime and is not tolerated -- inside and outside the National Football League; we are thoroughly investigating this case and are committed to maintaining Moose integrity.

Secondary message 1. “80% of the US population has gambled in their lifetime” stated on https://www.addictions.com/gambling/10-gambling-addiction-facts-probably-dont-know/ 2. According to www.masscumpulsivegambling.org, a research study found that 75% of gamblers had an alcohol disorder, 38% had a drug use disorder, and 60% were nicotine dependent 3. If you think you have a gambling problem please contact the National Problem Gambling Helpline Network (1-800-522-4700).

4. Men are more likely to have a gambling problem than women. (addictions.com) 5. Six to eight million people have a gambling problem in the US. (addictions.com) Initial Media Statement The Madison Moose were made aware of Head Coach Jason Strong’s acceptance of a bribe to throw a game last week in the Moose's game against the Honolulu Badgers. This is an issue that the Moose take very seriously, as bribing is a major violation of the NFL’s policy on gambling and a disgrace to the organization. The NFL’s Anti-corruption compliance plan clearly states “Bribery, kickbacks, and other improper inducements or payments to government officials, business partners, vendors, and suppliers are prohibited.” Here, at Madison, we pride ourselves on upholding the NFL values of respect, integrity, responsibility to team, and resiliency. Coach Strong’s behavior, however, violated this commitment.

We have corresponded with Strong to stress the severity of his offense. We want to ensure the league and Madison fans that we are investigating the issue and it is our top priority. Though we cannot discuss the issue ad nauseam at the present time, as the investigation is still underway, we will strive to be transparent in our communication as more information is uncovered. We will be holding a press conference Friday at 2 PM, which all media personnel are welcomed to attend.

Spokesperson Identification Name

Position

Home Phone

Cell Phone

Jackson Walsh

General Manager

122-8989

324-5678

Anne Rotman

Chief Financial Officer

987-4564

695-4690

Jason Mann

Vice President of Operations

574-5959

339-2345

Opening Statement General Manager Jackson Walsh will read the following statement: Page | 27

SCOM F.C. Crisis Manual

“Good afternoon everyone. Thank you for coming out on such short notice. Unfortunately, it has been uncovered that Madison Moose Head Coach Jason Strong has been paid to throw last week’s game against the Honolulu Honey Badgers. This infraction was discovered via email files from Strong’s work computer. We want to stress that before uncovering this information two days after the game itself, no one on the Madison Moose executive team knew about this situation. The investigation began immediately after this was brought to light, and is still in the process of examining every detail of the situation.

Coach Strong’s actions were absolutely unacceptable. The Madison Moose are a team that operates within the NFL, with the utmost integrity and respect for other teams, other coaches and the sport of football. Therefore, due to concrete evidence already uncovered, Jason Strong has been immediately terminated from the Madison Moose staff. Offensive Coordinator Mike Green will take the role of Interim Head Coach. We are confident that Mike will carry out the duties of head coach confidently until a replacement can be hired.

The investigation will be continuing, despite Jason Strong’s immediate termination. Our plan is to investigate whom Coach Strong was corresponding with, how many times they have corresponded and how this information will affect the win and loss record of the Madison Moose. After this is uncovered, it is likely that the investigation will be completely transferred to the Madison police department to determine legal repercussions.

Again, we want to stress the severity of the investigation and ask for respect of all parties at this time.

The Madison Moose take gambling and infractions in contract and in law very seriously, and will work in the future to make sure nothing of this nature happens again within our organization. Thank you.”

Anticipated Questions 1. Were any athletes aware that Strong had accepted a bribe to throw the game?

2. What is the expected timeline of the investigation?

3. Has the bribery been recovered from Strong since its discovery?

4. Are you considering Offensive Coordinator Mike Green as the permanent replacement?

5. How will this crisis affect the team’s record?

6. Are you developing a means to better prevent a similar incident from occurring again?

Page | 28

SCOM F.C. Crisis Manual

Crisis Type: Family (player domestic violence) Scenario: Domestic Violence- On Tuesday, October 17th, 2017, our quarterback and his girlfriend were driving back from dinner when she went to grab his cell phone after accusations of him cheating. During the dispute, Honey Badgers quarterback struck girlfriend in the face and head several times. He has been charged with assault and battery in a domestic violence dispute.

Goals: 1.)

2.)

3.)

4.)

Be open and honest with all information as soon as it becomes available to us.

Communicate each side of the disagreement as accurately as possible.

Hold player accountable for his actions, make sure he publicly accepts responsibility.

Make sure the privacy of the individuals directly involved remain protected and they are aided in their recovery.

Crisis Communication Committee Name

Position

Home Phone

Cell Phone

Taylor Lynn

Senior General Manager and Chair of the CAC

540-779-0132

860-216-7394

Brooke Withers

Vice President of Public Relations

540-886-2211

540-649-5810

Matthew Harrell

Media Spokesperson

540-924-3452

540-567-2343

Kristen Gaudian

Assistant Director of Operations

703-440-8270

703-980-9492

Hunter Lewis

VP of Marketing and Promotions

540-752-6862

540-845-0902

Jacob Patton

Head coach

245-498-0031

276-237-2220

Derek Dodger

Director of Human Resources

703-965-9877

703-989-9344

Page | 29

SCOM F.C. Crisis Manual

Internal Communication Procedure Taylor Lynn, Senior Associate Athletic Director and Chair of the CAC will contact the crisis communication team in order to react appropriately to the domestic violence case of the Honey Badger’s quarterback.

1. Inform internal publics what their specific role will be during this crisis, set guidelines for crisis team, and formulate responses for media.

2. Vice President of Public Relations, Brooke Withers, will be responsible for issuing an initial media advisory, showing that the crisis team is aware of the incident and that more details will follow.

3. Coordinate the chain of command for internal communication during a meeting.

4. Have each member of the crisis communication committee (CCC) contact specific employees in order to ensure effective communication. Crisis Communication team will be responsible for informing everyone in their own department.

5. Media Spokesperson, Matthew Harrell will release a second media advisory stating specific details of the incident.

6. Assistant Director of Operations, Kristen Gaudian, will gather the CCC in order to prepare for anticipated media inquiries.

7. Senior Athletic Director, Taylor Lynn, will meet with head coach, Jacob Patton, in order to gather crucial details about the incident.

8. CCC will meet again after more information is unveiled from the incident.

External Communication Procedure

Page | 30

SCOM F.C. Crisis Manual

Overall crisis communication strategy Selected strategy: Low Responsibility Strategy: Corrective action Rationale: We are ensuring that our organization will return to its prior state by sending our quarterback to anger management classes and domestic violence counseling so that he learns how to control his emotions so that this issue never occurs again. We want him to understand why he was wrong and why this can never happen again or he will not be able to return. We are also giving the victim an opportunity for counseling in hopes that we can ease her current emotional state. Another way that we are preventing the reoccurrence of this issue is setting up clinics for the rest of the team about domestic violence.

Key Publics ● ● ● ● ●

Fans of the Honey Badgers’ Quarterback National Football Association Investors of the team The media - local and national Legal team for the Honey Badgers

Primary message: Our organization does not stand for domestic violence and will ensure corrective and punitive actions to provide justice for those affected.

Secondary message ● ● ● ● ● ● ●

The Honey Badgers have suspended our quarterback for the entire rest of the season.

He will be attending Domestic Violence Prevention Counseling at the Domestic Violence Action Center in Honolulu, and Anger Management classes to help him learn coping strategies.

If there is no improvement by the end of the season, his contract will be terminated.

The Honey Badgers have reached out to the victim to make sure that she is okay, and will be providing counseling for her if needed.

Domestic violence prevention clinics are scheduled for the other players on the team to discuss domestic violence and ways to prevent such events from taking play again.

The Honolulu Honey Badgers will be donating all ticket proceeds to the National Coalition Against Domestic Violence to help victims get help and provide resources for recovery.

Our players will be wearing special purple uniforms at our next home game to support domestic violence awareness.

Initial Media Statement We are committed to openness, and honesty is our first priority, therefore we have issued this statement to talk about the events of October 17th. On Tuesday evening after going out to dinner, our Page | 31

SCOM F.C. Crisis Manual

quarterback and his girlfriend were on their way back to his home in Honolulu. His phone went off, and with previous accusations of cheating she grabbed his phone to check who was messaging him. He then struck his girlfriend repeatedly in the face and the head for reaching for his phone. That night, at about 9:45 PM the authorities were called and he was arrested for assault and battery.

Again we do not approve of this type of behavior from any of our players especially someone who is supposed to be a leader of our team. We are working together to ensure that we have all of the facts so that we can create a punishment fit for the crime. We are taking appropriate action to make sure that we give all of the information to the public as soon as it is available.

Spokesperson Identification Name

Position

Home Phone

Cell Phone

Jacob Patton

Head coach

245-498-0031

276-237-2220

Taylor Lynn

Senior General Manager and Chair of the CAC

540-779-0132

860-216-7394

Derek Dodger

Director of Human Resources

703-965-9877

703-989-9344

Opening Statement After the events that have taken place on October 17th involving Honey Badgers quarterback, our organization launched a thorough investigation in order to determine how to properly handle this case. We in no way condone violence of any kind. We are taking immediate action and suspending our quarterback until further notice. After reviewing the legalities of the case, our organization has decided that we must handle this act of violence in a way that best fits our values, which is why this player will no longer be apart of our team this season.

During the season-long suspension, he will be attending domestic violence counseling and anger management classes to assist with the management of his temper in a more productive way. Our organization has high hopes that he will respond well to anger management classes. However, if he does not, we have no choice but to terminate his contract. We have also scheduled clinics on domestic violence for the rest of the team to ensure that this issue never happens again.

Along with making sure that our players are representing our organization in a way that fits our values, it was important to us to ensure that the victim of these incident is okay, both mentally and physically. We have reached out to the victim to make sure that she is alright, and we have offered to provide counseling and any additional support that she may need.

Anticipated Questions 1. Could you walk us through the organization’s investigation so the public will know the kind of effort put into it?

Page | 32

SCOM F.C. Crisis Manual

2.

3.

4.

5.

Will the victim receive any type of counseling?

How will you prevent this from happening to others players in your organization in the future?

How long did you know about this incident before the story was released?

What has your organization done to correct the actions of one of your athletes and support the victim of this incident?

Page | 33

SCOM F.C. Crisis Manual

Crisis Type: Corporate - Financial Failure - Bankruptcy Scenario: The Virginia Beach Neptunes have gone bankrupt after Norfolk Southern, a major corporate sponsor is unable to pay their 40 million dollar sponsorship due to a lack of funds because of their stock market decline. The stock market decline follows multiple train derailments and deadly accidents across the country. The Neptunes are now in search of a new corporate sponsor and primary donor.

Goals: 1. Make up for the 40 million dollar financial loss 2. Acquire a few new sponsors that are viewed in a positive light by the public 3. Maintain a positive image for the Virginia Beach Neptunes Crisis Communication Committee Name

Position

Home Phone

Cell Phone

Kevin Romm

Team Owner

757-786-8768

757-768-0980

Connor Holt

General Manager

757-468-0982

757-802-5116

Shannon Walsh

President of Operations

973-335-9302

201-452-2390

Katie Blumer

Internal Crisis Coordinator

703-803-0473

703-946-6289

Sean Redmond

Chief Financial Officer

540-847-6745

540-847-1052

Katie Kerrigan

Senior Vice President of Public Relations

703-627-8283

703-262-0575

Internal Communication Procedure 1. When the crisis first begins to develop, the Director of Media and Public Relations will contact members of the CCC and they will meet in Conference Room A to discuss the state of the crisis, how it will progress further and which publics are the most at stake.

2. The Senior VP of Public Relations will immediately release a media advisory statement, notifying the media that the organization is aware of the crisis and information will soon follow.

3. As part of the internal strategy process, the Internal Crisis Coordinator will prepare for anticipated inquiries and questions and will prep them with the rest of the CCC. 4. Collectively, the CCC prepares planned response for the media and will plan to accept the requests for media credentials within 24 hours.

Page | 34

SCOM F.C. Crisis Manual

5. The Chief Financial Officer will consult with the entire finance team to review all financial activity of the organization to locate any red flags that may have been overlooked over the past 6 months to a year.

6. The Senior VP of Media Relations will release a second media advisory statement announcing the date, time and place of the corresponding news conference.

7. The President of Operations will assess the standing sponsorships and partnerships the organization has remaining and communicate the problem to them.

8. The CCC will bring in the Team Attorney to review any evidence or tracings of a contract breach or legal issue regarding the crisis.

9. After 6 to 12 hours has passed since the first meeting, the CCC will implement another meeting to plan subsequent actions and provide any new findings or developments to the crisis.

10. All steps will be executed as quickly as possible.

External Communication Procedure

Virginia Beach Neptunes

Personal Contact

News Release

Web PR

Mass Media

Governing Bodies, Players

Page | 35

Local community Members

Fans, Team Staff

SCOM F.C. Crisis Manual

Overall Crisis Communication Strategy Selected strategies: Scapegoating, Excuse (Accident and Reminder) Strategy: Excuse Rationale: We would like to use the excusing strategy and proclaim that the Virginia Beach Neptunes had no control over the events that transpired with Norfolk Southern. It is also important to implement a scapegoating strategy as well, since it was not the organizations fault for the damaged reputation and loss of money, but rather the sponsor’s. Reminding is also important because it would encourage all of the team’s stakeholders to remain affiliated and invested in the organization.

Key Publics 1. Corporate Sponsors 2. Fans 3. Stockholders 4. Stadium Employees 5. Local Media Affiliates 6. Small Business owners 7. Hotel 8. Local Residents 9. Tourist attractions Primary message The Virginia Beach Neptunes have come across financial difficulties following the loss of their leading sponsor, Norfolk Southern, due to circumstances outside of the Neptunes Organization.

Secondary Message ● ● ● ● ● ●

The Neptunes had a 40 million dollar sponsorship with Norfolk Southern Norfolk Southern had a stock market crash due to train derailments and deathly accidents, causing them to lose millions of dollars Norfolk Southern has terminated their sponsorship with the Neptunes Neptunes are looking to offer naming rights for the newest sponsor The organization intends to acquire more scholarships in order to make up for the loss in revenue.

As a publicly owned company, the Virginia Beach Neptunes’ loss of money will not result in tax spike.

Initial Media Statement The Virginia Beach Neptunes are facing bankruptcy after the loss of its biggest sponsor in Norfolk Southern. Norfolk Southern has been suffering a steep stock market decline in the recent weeks due to some unforeseen circumstances. Unfortunately this has lead to the Neptunes losing out on 40 million dollars. The Neptunes are beginning to make a plan in order to avoid bankruptcy and make up Page | 36

SCOM F.C. Crisis Manual

for the 40 millions dollars lost. As of now the Neptunes play at Poseidon Park, we are planning on making a name change to the stadium, our newest sponsor will be given the naming right to the stadium.

The Virginia Beach Neptunes will hold a press conference on Tuesday, October 24 at 12:30 p.m.

Local news and media are invited to attend in order to receive more information.

Spokesperson Identification Name

Position

Home Phone

Cell Phone

Kevin Romm

Team Owner

559-082-6484

983-733-0933

Connor Holt

General Manager

431-772-9024

760-312-0004

Opening Statement - Read by Team Owner Good Afternoon, Over the past few days, it has come to my attention, and to the attention of our organization, that we must file for bankruptcy. We are very fortunate to have formed such a lasting relationship with our corporate sponsor, Norfolk Southern, but a string of tragic accidents and faulty transportation has caused their company to suffer. As a result, they are no longer able to provide the financial support we need as an organization.

We have hired a firm to search for future potential sponsors to help secure our financial interests. Despite the circumstances, we have the utmost respect for Norfolk Southern and wish them the best in the future. Although our existing sponsorship is now terminated, we will continue to treat their stakeholders and member with the utmost respect.

Despite our economic issues, we will push through and strive to give our fan base the ultimate experience when watching their Neptunes excel on the field. When I became the owner of this franchise I knew that money was important, but I want to make it clear it was never the main focus of our organization. The consequences fall on no one but myself and the constituents of the organization, and we will do everything in our power to ensure no repercussions fall on our beloved fans.

Despite these hardships, we will ensure the operations of the organization continue as usual.

We are very hopeful that another corporate sponsor will reach out to us in the near future to help, as the potential for success in this organization is very high. There is no current time table for knowing when a new sponsor will be named, as our organization values finding a counterpart that is a positive representation of the Neptunes. This process involves time and we are under no stress to speed it up.

Thank you.

Page | 37

SCOM F.C. Crisis Manual

Anticipated Questions 1.

2.

3.

4.

5.

6.

7.

8.

9.

10.

Will fans see any kind of negative impact following the financial crisis?

How do you expect to pay for operating expenses for the stadium?

Where will cash flow be generated from in the time before a new corporate sponsor is named?

Have any sponsors reached out to your organization as a possible candidate for sponsorship?

What was the reasoning behind the financial downfall of your previous corporate sponsor?

Have any other NFL teams reached out to you in support for finding a new sponsor?

What is the firm associated with finding you a new corporate sponsor?

How will this affect naming rights of the organization’s merchandising?

Have the players expressed any concern as to whether they will be compensated?

Has the commissioner of the league been in contact with your organization?

Page | 38

SCOM F.C. Crisis Manual