ASSIGNMENT #18: Crisis Communication Plan:

SITUATION/SUMMARY: In the situation of a crisis, Summers, Strickland & Watkins Public

Relations will respond in a manner that is timely and efficient in the various audiences that are
important to our firm. These procedures will direct us in better managing crisis situations and
Sony Musics communication about said events. With this document, we will stay on track and
protect our brand image.

NOTIFICATION/COORDINATION:

A crisis team must be assembled on any crisis that the communications manager deems
necessary. This team should consist of the communications manager, a representative from the
corporate counsel, an attorney, human resource director and an operations manager.
Contact information should be easily accessible. Emails, phone numbers, and potential
off-site phone contact should be stored in this document.

ASSESS/ACTIVATE: When assessing the level of crisis, the company should consider several
factors.
1. What is the root source of this crisis?
2. For how long has this situation been occurring?
3. Is this an internal or external problem?
a. If internal, what department or employees are affected and to what extent?
b. If external, how soon does this get to the media before we can solve the
problem?
4. Verify the validity of the information at hand and use proper channels to check.
5. Center the assessment by identifying key audiences.
6. Identify spokesperson.

TACTICS/ASSIGNMENTS:

Media
1. Prepare a media statement with spokesperson.
2. Keep in contact with the media to avoid a situation where they hunt for their own stories.
3. Communicating with the media is essential.

Internal
1. Inform the employees as soon as possible. Start with the department supervisors and
coach each on how to handle employee reactions.
2. Ensure that each employee is informed through their supervisor and/or email
communications.
3. Communication with employees is essential to the crisis plan.
4. Offer meetings/sessions for potential disgruntled employees.
 5. Offer possible counseling.

Community
1. Emphasize that the affected communities are fully informed with the message the
company wants.
a. Safety concerns
b. Loyalty
c. Service is important
2. Create lines of communication to ensure that the customers are able to obtain proper
information and ease their fear.

Victims/Family
1. Identify any victims and their families.
2. If necessary, visit the families of victims and assess their needs.
3. Provide them with compensation for their situation.
4. Be sensitive to the emotions and provide counseling free of charge.

MESSAGE/MATERIALS:
Media statements are important. Understanding that potential marketing materials and
news releases may be drafted to aid in communicating effectively to vendors, employees,
customers, the media, and the community.
A clear message is important to center the crisis. Be sure to keep the key audiences in
mind during the whole process. Extending sympathy, understanding, and transparency in all
situations is the utmost goal of this crisis communication plan.

FEEDBACK/EVALUATION:

Internal: Check database and company computers for opened emails and check that high
percentage of employees were made aware of designated instructions/timeframes.

Media: Check various news outlets for news stories in print and broadcast media using date and
time stamps on web updates. Also follow broadcast outlets to check that they received the
information in a timely manner and request copies from media.

Community: Check phone records and emails from potential members of community reaching
out, and send response email or phone message to those individuals.

MONITORING: Be sure to keep maintaining and assessing the crisis fully into the end stages. A
crisis is never over, but it can be moved past with time and work.
Efforts to assess the situation and prevent that the situation never happens again should
be put into place. Whether that be employee response evaluation, community response
evaluation, offering special deals for customers to gain trust again, etc.