hamilton burlington spca crisis communications plan · 2014-05-14 · reference for all...

Hamilton Burlington SPCA

Crisis Communications Plan

Prepared by: Alex Glass

Samantha Cooper

Shauna Jaskot

Tessa O’Donoghue

Maira Sarwar

Katie Woodrow

Meron Woldu

Date: April 2, 2014

Updated: April 1, 2014

HBSPCA Crisis Communications Plan

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Table of Contents

Letter from Management…………………………………………………………………... 3

Overview…………………………………………………………………………………… 4

Situations/Assumptions……………………………………………………………………. 4

Communication Objectives………………………………………………………………… 5

Stakeholders/Audiences…………………………………………………………………… 6

Communications Strategy

- Information Dissemination………………………………………………………… 7

- Responsibilities…………………………………………………………………….. 8

- Resources…………………………………………………………………………...9

- Ongoing/Situational Activities……………………………………….....................10

Evaluation…………………………………………………………………………………10

Appendices

- Appendix 1 – Stakeholder Contact List Template………………………………...11

- Appendix 2 –Fact Gathering Template.................…………………………….......12

- Appendix 3 –Elements of a Response Statement……………………………….....15

- Appendix 4 – Initial Media Response Template ………………………………….16

- Appendix 5 –Crisis Communications Work Room Set Up……………………......17


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Top Management Letter

Re: Crisis Communication Plan

Dear Staff,

The Hamilton –Burlington SPCA has developed a crisis communications plan to act as

reference for all communications during a crisis situation. Employees and volunteers should

become familiar with the plan to ensure the most effective communications methods are

implemented in when a crisis occurs.

The HBSPCA is committed to providing safe environment for staff, volunteers, visitors and

recued animals. This crisis communication plan will assist staff and the organization in

effectively conveying accurate and up to date information to all audiences. The plan outlines

objectives of communicating during a crisis, how and when to reach important contacts, and

when to take the most appropriate action. This plan serves as a guide to organize

communications during a crisis. Therefore it is important to the HBSPCA that staff and

volunteers are prepared by reviewing and practising the crisis communications plan.

The HBSPCA is devoted to the providing safety and shelter to many rescued animals in the

community, and we believe it is essential to provide a guide for informing stakeholder in a crisis

situation. Staff and volunteers are prepared to handle a number of operational problems. This

crisis communication plan will aid the organization with relaying messages should a crisis arise.

Sincerely,

Marion Emo

President and Chief Executive Officer


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Overview Introduction

This plan was developed to help the HBSPCA in preparation for any possible crisis that

might occur. The plan is designed to be easily understood and applicable to all types of crisis

situations. With reference to this document, all stakeholders of the HBSPCA will be able to

successfully accomplish their duties and responsibilities during a crisis.

When there is a need for an emergency response, the crisis communications plan is

crucial for the HBSPCA’s preparation and ability to handle any situation. How the HBSPCA

responds to a crisis will be remembered by their stakeholders and will either help or hinder their

reputation. A strong crisis communications plan, which includes the objectives, as well as

responsibilities and resources, will be helpful in the management of should a crisis occur. This

crisis communications plan provides structure and organization for conveying information if and

when a crisis arises.

HBSPCA Crisis Communications Plan includes:

• The defined responsibilities for communications and who they are assigned to

• The roles and responsibilities for key individuals at the HBSPCA

• Guidelines and steps to take in the event of a crisis

• The contacts, resources and channels that are available as well as the procedures that should be

followed

Situation/Assumptions

In the time of crisis, it’s important to be aware of potential situations and assumptions can occur:

Assumptions being made:

The general public and stakeholders will require timely, accurate information on the

situation.

The HBSPCA will communicate early, often and honestly.

Different types of information will be communicated depending on which stakeholder the

issue concerns.

The SPCA will control rumours and counteract incorrect information immediately.

The SPCA will anticipate potential misconceptions, questions, concerns, and make

preparations on the appropriate way to address them.

The SPCA will appoint one spokesperson that the media trusts to communicate with the

public and media during the situation.


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The SPCA will engage local media and keep the public informed of updates and progress

throughout the crisis situation.

The SPCA will keep a detailed log of inquiries, interviews and requests as well as

questions asked by reporters to keep their responses and messages consistent.

Situations that may arise:

Power outage

Pipe bursts

Overabundance of animals

Unexpected lawsuit leading to negative media attention

Fire

Flood

Stolen animals

Building collapses

Disease groups (rabies, flees, worms, or contaminated food)

Embezzlement and fraud

Employees not following standards of care/ animal abuse

Explosion or chemical failure

Theft

Employees using animal drugs

People protesting outside the SPCA

Objectives

The guiding principle behind this crisis communication plan is to ensure that the HB SPCA is

able to effectively communicate to its stakeholders in a timely manner during a crisis. The aim is

to communicate accurate facts as quickly as possible to the public as events unfold in order to

quell speculation while disseminating factual information. In the event of a crisis, the

Hamilton/Burlington SPCA’s main objectives should be as follows:

1) Ensure the safety of all staff and animals on the premise.

Safety of all staff and animals is the main priority in the event of a crisis and should

be tended to immediately.

2) Provide emergency relief for endangered animals who may need urgent attention.

As the SPCA is an animal welfare organization, the safety and wellbeing of these

animals, once moved off the premise, should be high on the priority list. Their

housing and protection will need to be addressed.\


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3) Identify key audiences.

Find out which key audiences need to be communicated with and go about addressing

their concerns immediately.

4) Communicate regularly with the public in a transparent, accurate and timely manner.

The SPCA should be open and transparent in their communication with the public.

Regular contact with the public whilst communicating openly about the events is vital

as secrecy will lead to speculation.

5) Provide media with key messages throughout the crisis.

The SPCA should look to deliver key messages to the public that they want to stress

in order to control the message and uphold the organizations image.

Audiences

Internal Audiences

Staff

Volunteers

Board of Directors

Visitors

Board of Directors

OSPCA

Members

Donors/Sponsors

External Audiences

City of Hamilton

Media

Animal Control

Emergency Response Team

Police Department

Fire Department

Neighboring residences and businesses

Hamilton Public Health

Special interest groups


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Channels

Phone calls, emails, faxes and letters should be utilized for partners, sponsors and employees in

order to ensure that everyone is aware immediately.

PA will be used to inform internal staff about what is going on and what needs to happen

immediately.

Media Response Statement should be sent out immediately with verified facts about what has

happened.

Media Release is important to issue because it will provide the initial information gathered thus

far that needs to be distributed out to the public, donors and sponsors.

Social Media and Website updates should to be monitored hourly in order to ensure that the

public is well aware about what has happened, what is being done to find a solution and how

long it will take. Using social media allows the organization to reach a wider audience instantly

through a cost efficient manner.

Media Conference can be used to invite the media so that they are aware that the organization

will be corporative in making sure everyone is informed about the current situation. The media

will ensure the public that the information being given out is credible.

Webinars with employees because it is important to make sure that all employees within the

organization are informed about what has happened and what is being done about it. Employees

are a crucial part of an organization and it is important to keep their trust. If employees are not

aware of what is going on then they lose motivation and feel insignificant.

Media interview should be conducted in order to create an open and honest relationship with

reporters and the public. It is important to show that the organization is taking responsibility for

what has happened and is looking for a solution. This will ultimately protect the reputation of the

organization and maintain its relationship with current and prospective stakeholders.


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Communications Responsibilities

Primary Spokesperson – CEO

Back up one: Chair

Back up two: Manager of Animal Care, Manager Animal Protection and

Advocacy, Cat Care Specialist

Tasks:

-Main speaker for media inquires

-Organizes news conference, if necessary

-Handle media relations and designate other spokespersons

-Communicate to Board of directors by email and phone

External Commutations Coordinator - CEO, with option to delegate to: Manager Animal

Care, Manager Volunteers, Manager Humane ED, Manager Animal Protection and Advocacy

and Protection Officer.

Tasks:

-Media relations: develop media response and release

-Sends out media briefings and

-Manage media list and distribute to local news outlets, create public service announcements,

and schedule interviews

-Ensure accurate information is disseminated in a timely manner

-Control and manage site for media visits

-Monitor media coverage

-Manage website and online updates

Internal Communications Coordinator - CEO , with option to delegate to: Manager Animal

Care, Manager Humane ED, Manager Animal Protection Advocacy, Protection Officer, Donor

Development Manager.

Tasks:

-Coordinate information dissemination among employees and volunteers

-Delegate to departmental managers and speak on related issues

-Develop letters/memos to staff and employees with frequent updates

-Contact internal audiences affected by the crisis

-Create and post signage around facility if necessary


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Resources:

Below is a list of resources the HBSPCA should consider when communicating during a crisis:

-Local media channels, such as CHCH, Cable 14, 820CHAM, CBC Hamilton, CHML, Hamilton

Spectator.

-Website, Facebook and Twitter to post updates as events unfold

-Email; draft templates that can be sent out relevant audiences

-Contact list, see Appendix 1

Other resources to prepare ahead of time are:

Call Centre Supplies

Cellphones

4 landline telephones

4 Laptop computers

with battery and

charger

4 office desks or tables

8 chairs

Maps of building and

surrounding area

Media release

templates

Initial response and

fact gathering

templates

Organizational

backgrounders

Media lists

Corporate contact list

Volunteer contact list

Government contact

list

Non-emergency

contact list (police,

fire, hospital)

Trash containers and

trash bags

Photos and records of

all animals on site

Digital camera and

memory card

2 two-way radios

Office supplies

Printer

Fax machine

Photocopier

Pens

Legal pad paper

Printing paper

Pencils

Highlighters

Staples

Staplers

Paper clips

Envelopes

Labels

Binders

Folders

Dry erase board and

markers

Tape

Glue

White-out

Emergency Supplies

Flashlights and

batteries

Extra fire extinguisher

Generator

Warm blankets

Sleeping bags

Water bottles/jugs

Non-perishable food

(for humans and

animals)

AM/FM radio


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Ongoing activities:

Monitor potential situations

Maintain current media list

Refine/modify communication plan as needed and ensure consistency with the

emergency preparedness and response framework

Identify gaps in the existing systems that will require additional resources (e.g., dedicated

media conference facilities and HR support for communication staff)

Situation activities:

Monitor situation

Develop communications; brief spokespeople; and verify all details before releasing

Work with local media to disseminate information – hold regular news conferences

and/or media briefings; issue media advisories or news releases; issue Public Service

Announcements (PSAs); arrange interviews as required

News Conferences – all crisis information should come from one source, with one

spokesperson. The spokesperson will make a statement to the media and field questions.

She/he is supported by others with specialized information on the topic)

Hold news conferences as frequently as possible -- as information warrants (i.e., once per

day, twice per week, - based on situation)

Media Briefings – may be given by a PR/Communications. Used to bring the media up-

to-date on pandemic activities or to provide background information.

Media Monitoring – conduct media monitoring. Take a proactive approach to dispel

rumours and correct misinformation.

Attempt to anticipate media and public enquiries

Compile materials – file of all news advisories and media releases issued

Ensure that website production staff are alerted to the potential need for development of

sites and linkages (joint with PHCS)

Evaluation of the Plan

The crisis plan is a document that should be reviewed, evaluated and updated regularly at

quarterly intervals throughout the year. Regular tests of the plan should be implemented to best

gauge the readiness of the organization in the event of a crisis.

Evaluation of the Communication Plan will be done by assessing whether or not the objectives of

the plan were met in the time of a crisis. All channels of communications such as email, phone,


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internet etc. must also be evaluated for efficiency during the crisis in order to maintain the most

effective line of communication with all audiences. Furthermore, all contact information of your

stakeholders should be kept up to date to guarantee that a two way line of communication is

available.

Methods of testing and evaluating the plan are as follows:

1) An employee questionnaire: Ask questions about the effectiveness of the company’s

communication with them, did they understand their roles and duties during the crisis,

which channel of communication was most effective etc.

2) A Crisis Report: A report on the crisis that analyzes what the company did good and what

the company needs to improve upon in the event of another crisis.

3) Test of all communications channels: all means of communications need to be tested in

order to maximize efficiency with regards to communications with your stakeholders in

the event of a crisis. Find out which ones are most effective under various circumstances.

4) Develop a post-crisis rehearsal: With all information compiled, develop a rehearsal that

will look to improve upon the aspects that the organization feels needs to be improved

upon.


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Hamilton Burlington SPCA Crisis Communications Plan

Date: April 1, 2014

Updated: April 2, 2014

Appendix 1 –Template for Contacting Stakeholders

Name

Home Number Cell/Work

Number

Email Address Connection with

HBSPCA

1 Marion Emo 905.574.7722 ext.

310

[email protected] CEO

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

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INITIAL MEDIA RESPONSE STATEMENT

Guarantees consistency

May be read as written – people are accustomed to statements being read in times of crises

Best turn around time to have it written is 30 minutes max.

But often take two hours

Some organizations have a blank and fill in the spaces

KEY ELEMENTS OF INITIAL MEDIA RESPONSE STATEMENT

Time and date

Name of company and facility

Area affected

A statement about injuries or impact on victims – some, none, don’t know

Describe facility/plant/operations/plane/ship

Advise re: any other known details

Provide contact points

Express concern

245 Dartnall Road Hamilton, Onatario L8W 3V9 SAMPLE INITIAL RESPONSE STATEMENT Can be delivered verbally or provided in written format

INITIAL MEDIA RESPONSE STATEMENT

Update # 1 – 12:30 p.m. - << Include update # and time of update>>

Brief Headline Defining Crisis (e.g. ABC Oil responding to refinery explosion)

<<Place name>> – <<Date>> – <<Organization name>> is responding to <<brief crisis description – no longer than one sentence>>. What happened: Key facts – one or two sentences. Victim impact analysis (if applicable): How many people have been affected, injured, or died? (only state if you know for sure) Areas or operations affected: What business operations, facilities have been affected? What is the impact on normal business operations? Current response actions: Brief description - what are you doing to fix the problem? Next steps: State only what you know for sure (i.e. time of next update, a crisis response team formed, family assistance being provided). Do not speculate on what the steps “might” be. Additional information: Is there a number that the public or media can call for information? Is there a Web site? What other information have you gathered that may be helpful in managing the crisis?

-30- Media Contacts: Name/Title Phone Number(s)

hamilton burlington spca crisis communications plan · 2014-05-14 · reference for all...

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