Crisis Communication Plan Atlanta Falcons Football Club’s Starting Quarterback Charged for Animal Abuse Arika Zimmerman Fall 2012 Integrated Strategic Communication Crisis Communication Plan Contents
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Crisis Communication Plan Atlanta Falcons Football Club’s Starting Quarterback Charged for Animal Abuse Arika Zimmerman Fall 2012 Integrated Strategic Communication Crisis Communication Plan Contents:
Situation Description:
Risk Assessment: HIGH The risk for this crisis is high. Fans of the Atlanta Falcons have already begun requesting to return their Atlanta Falcons Michael Vick Gear and refunds on season tickets. Fans do not wish to be associated with a criminal. The severity of this crisis is also high because:
Crisis Communication Team & Coalition Members
STAKEHOLDER MAP 
Key Messages & Supporting Facts Key Messages
Supporting Facts 1.) Over 1,000 electronic signatures were signed in boycotting the apparel. http://smokingsection.uproxx.com/TSS/2011/07/animal-lovers-begin-boycotting-nike-michael-vick Endo Crisis Communication Plan Communication Goals:
Theoretical Foundation Used to Achieve Goals and Create Tactics The theory behind this plan is developed using the Excellence Theory Model 4:
Communication Tactics & Execution Order All items are available on at the end of this report and on the company drive. Items are made and executed in the order listed below: Press Releases (Traditional and Digital)
Memo to President Rich McKay about Global Communication
Press conference from owner
Social Media Plan
Apology from Michael Vick
Advertisements for Returning Gear
Fans can exchange/return gear to Reebok, Nike, and NFL Shop. Some of this could be subject to change because we are responding and reacting to the public. (Model 4: Two-Way Symmetric Model) Post-Crisis Evaluation In order to find out if our crisis communication method works and gives the type of response necessary, it is imperative to examine the plan once the crisis has been resolved. After the crisis, the team will meet up and answer the questions below.
Documents for Plan Executions- Internal & External SWOT ANALYSIS OF COMMUNICATION
Arika Zimmerman Atlanta Falcons Football Club FALCON QUARTERBACK MICHAEL VICK FOUND CHARGED WITH DOG FIGHTING AND ANIMAL ABUSE SUSPENSED INDEFINITELY April 14, 2007 {Atlanta, Georgia} – This morning, the Atlanta Falcons Football Club has decided that Michael Vick will be suspended indefinitely from the team. In addition to this year, Vick will be forced to serve 250 hours of community service in a dog shelter or veterinary office. After the disturbing discovery of 60 dogs at Vick’s secondary residence in Virginia, the Falcon’s Football Club come to a decision that Vick is suspended until the end of the trial. In addition to the suspension, the Atlanta Falcons have fined Vick $175,000. If he is found guilty, Vick will be placed under a probationary period. The coaching staff is embarrassed that one of their players was doing such an action while representing the team. In addition to the punishments given by the Atlanta Flacon’s, Vick also could face fines up to $350,000 and jail time. “We are so disappointed with the entire situation, the entire coaching and office staff apologizes on behalf of Michael Vick,” Head Coach Mike Smith stated yesterday morning. For more information, contact Arika Zimmerman of the Atlanta Falcons Football Club at arika.zimmerman@rexmail.queens.edu
Information: frankm@falcons.com
Arika Zimmerman 302-555-5235 arikaz@gmail.com Spokesperson Mike Smith 304-555-7786 mikes@gmail.com Michael Vick Suspended from Atlanta Falcons and Sentenced to 250 Hours Community Service Core News Facts: Michael Vick Indefinitely Suspended Fans Can Return Gear $175,000 fine Falcon’s football club Apologizes Vick Apologizes Michael Vick Podcast Michael Vick Video Interview 
“We are so disappointed with the entire situation, the entire coaching and office staff apologizes on behalf of Michael Vick,” Head Coach Mike Smith stated yesterday morning. Memo To: Arthur Blank, Owner and Chairman From: Arika Zimmerman, Head of Public Relations CC: Rich McKay, President and CEO Date: Re: Things we need to avoid
Prior to executing our integrated strategic plan, we need to research the Latin-American culture in the greater Atlanta area. We need to understand their values and how they feel about our quarterback’s actions. They could react differently to the current situation and we need to prepare for that by doing a coupe of things. First, I suggest that we need to make all of the press available in Spanish. Also, when Michael Vick gives his formal apology in English, it is necessary that the Latin-American community that a video of this apology is available on our website with Spanish subtitle. These can be posted on our website. We must be clear that our translation is correct. My second suggestion is to send our press releases to Spanish media platforms. Latin Americans feel disrespected when groups do not try to properly communication with them and do not make valid attempts to communicate in their language. If we want the Latin-American people to hear and see what we have say about Michael Vick, then it needs to be on the Spanish television channels and in Spanish newspapers. If we turn a blind eye to the Latin American population out of the loop, it is only going to make things worse. This demographic needs to know that they are important to our business and we appreciate them being fans of the Atlanta Falcons. Last, our company cannot generalize the Latin Americans. They are all from different areas of Central America and South America. Therefore, they have different values, cultures, and beliefs. With that being said, I hope you take my advice into consideration and take my suggestions in order to avoid any pitfalls during these circumstances.
About the press conference: Who is speaking: Arika Zimmerman, Head of PR What is being discussed: Discussing the original events and our first steps. The charity will not be discussed until later in the plan. Where: Will be located in the pressroom at the stadium. See next page for how the room will be set up. When: April 25, 2007 @ 10 am *Arika Zimmerman says:* //“Hello fellow players, fans, sponsors, and other stakeholders of the Falcons. My name is Arika Zimmerman and I am the Head of Public Relations at the Atlanta Falcons Football Club. As many of you are aware, we are currently dealing with a situation in which our starting quarterback, Michael Vick, has been charged with animal abuse due to his involvement in illegal dog fighting. Moving forward from this situation, the Atlanta Falcons has decided to keep Michael Vick on squad under a probationary period. He is suspended for indefinitely. It will be enforced that Vick volunteers at animal shelters throughout his suspension. All Vick memorabilia can be exchanged for other Falcon’s gear of equal or lesser value throughout the next year and Vick will be giving a formal apology to the community. We would like to formally apologize again for the conditions and our football club is truly embarrassed. Thank you for continuing to support the Atlanta Falcons and taking time to listen to us today. We are now open for questions.”// *Question Time* Pressroom Setup 
Social Media Plan – Facebook Portion Our social media plan incorporates activity from both The Atlanta Falcons and Michael Vick individually. For each platform, there will be separate statements made from each party. Status Posted by Atlanta Falcons: Hello fans, sponsors, and other stakeholders of the Falcons. As many of you are aware, we are currently dealing with a situation in which our starting quarterback, Michael Vick, is being charged with animal abuse due to his involvement in illegal dog fighting at his residence in Georgia. All Vick memorabilia can be exchanged for other Falcon’s gear of equal or lesser value throughout the next year and Vick will be giving a formal apology to the community in the next couple weeks. We would like to formally apologize again for the conditions and our football club is truly embarrassed. The Falcons are still the same team that you have all grown to know and support. If you have any questions or concerns, feel free to call us at (301)-555-5103 or message our Facebook page. Status posted by Michael Vick on his own personal FB page (tags Atlanta Falcons): It’s so easy to get caught up in the moment. The fame of football got to my head and I broke the law while I was caught up in the moment. This situation is proof that nobody is above the law. I am human and humans make mistakes. Unfortunately, in this case, my mistakes did not only effect the way that people look at me, but also affect the way that people look at my team, my coworkers, my fans, and my family… and I am deeply sorry for that. To my fans, friends, family, teammates, I promise that I will make this right and will make you proud to be an Atlanta fan soon. Social Media Plan – Twitter Portion Atlanta Falcons tweets: @Atlanta_Falcons: Quarterback Michael Vick arrested for involvement in dog fighting group. More information will be posted soon. @Atlanta Falcons: To All Falcons fans. We are sorry for any embarrassment or anger toward the current situation. Any fans can either return Vick gear for full refund or exchange for other Non-Vick Falcons gear starting tomorrow. Tweets by Michael Vick: @VickFootball5 sincerely sorry for the poor path of actions that I have chosen in the past. @VickFootball5 have a lot of soul searching to do… @VickFootball5 I would like the public to know that the Atlanta Falcons football team is still the same team that you have known and grow to love. I am the same player and dedicated athlete. Hoping to gain your respect back. Vick will also be responding and being interactive with fans Social Media Plan – YouTube Portion Our team will be using YouTube as a social platform to post all of the press conferences, speeches, and commercials. Fans will be able to access these videos at any time without any problem at all. Also, all videos that are fed through YouTube will be posted on the Facebook page, and Altanta Falcons Official Web Page. Apology From Michael Vick Location: in Press Room of Stadium Pressroom set up is same as above on page 16. Michael Vick: // Fans, fellow teammates, owners, residences of Atlanta, I would like to formally apologize for my recent inappropriate actions. It is so easy to get caught up in the moment when things are going so well. The fame of football got to my head and I broke the law and hurt many while I was caught up in the moment. This situation is proof that nobody is above the law, but I am human and humans make mistakes. Unfortunately, in this case, my mistakes did not only effect the way that people look at me, but also affect the way that people look at my team, my coworkers, my fans, and my family… and I am deeply sorry for that. I am deeply sorry for embarrassing my team, my fans, and all others affected by this situation. I hope that one day I can prove to all of you that I am still the same man you thought I was and I am the same leader and player on the field. I promise to never put anyone through this again. To my fans, friends, family, teammates, I promise that I will make this right and will make you proud to be an Atlanta fan.// ---Can be seen on our website along with YouTube, ESPN, and Fox Sports networks. Internal E-mail Between All Employees: Memo From Arthur Blank, Owner and Chairman To: All employees of Atlanta Falcons Date: Re: Scandal Update
In order for this situation to end successfully, our company needs support from it’s employees the same way that we are trying our best to support your work environment. Thank you for your patience in these circumstances and we promise to keep each of you updating throughout the course of this.
Attention Atlanta Falcons memorabilia owners and fans: Due to the recent situation with the arrest of Michael Vick, players will be able to return or exchange their Vick apparel starting May 1st for the next 6 months. Memorabilia must have been bought prior to April 15th in order to qualify for this. We want our sponsors and fans to have the upmost pride in wearing our apparel. Our hotline will be open to questions at any time and you can also check our Facebook page for any updates. Thank you for your understanding and support, our fans are most important to us. [This will be posted to our Facebook page and e-mails to all season ticket owners] NEWS MEDIA CONTACT FORM
Date:
Time: News Media Calling: Check Those That Apply: RADIO__
TV__ NEWSPAPER__ TRADE__ OTHER__
REPORTERS NAME: PHONE:
MOBILE: FAX:
DEADLINE: CALL BACK ASSIGNMENT: RESPONSE: DATE:
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