Professional Documents
Culture Documents
Baltimore Ravens Crisis Management Plan
Baltimore Ravens Crisis Management Plan
Baltimore Ravens Crisis Management Plan
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Purpose
All crises should be reported to a supervisor until someone on the crisis communication
team is notified, thus notifying the owner, immediately.
The Crisis Communication Team will decide what key messages and information are
released concerning the situation, including any official online messages to our website,
in which case, a decided member or members of the Crisis Communication Team or
division of our communication department will be our online voice. In no situation
should such member(s) release information not decided upon by the Crisis
Communication Team beforehand.
There should be one designated crisis management person in charge, traditionally the
head of communication, who is directing and coordinating all aspects of our
organizations responses. There should also be one person designated to be our
spokesperson, who is interacting with the media (see above). In most crisis situations,
these two roles will be filled by the head of communication and the team owner
respectively.
All comments will be of the utmost professional quality and integrity, being as
transparent and honest as possible at all times. If we dont know the answer to a question
or inquiry at any time, we will be honest and work to acquire an answer quickly and
proactively.
Instead, responses should reflect our action, responsiveness, and continual effort to
ensure future crises like these dont happen. Examples appear below in Key Messages.
Understand the importance of the media to our reputation. Our reputation relies heavily
on public trust, and public trust relies heavily on the media. Please be respectful and
responsible as we work to maintain trust during a crisis, as our actions are under great
scrutiny and will affect the entire Ravens organization.
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Crisis Communication Team
In the event of a crisis, the Crisis Team will consist of these nine primary members.
The team owner has the primary role of gathering and convening the Crisis Communication
Team to develop the crisis plan. If the owner is not available, the President, General Manager,
Assistant General Manager, Senior Vice Presidents, Vice President, or Head Coach may
recommend to the owner to convene the team upon discovery of a situation believed to be a
crisis.
At the convening, the owner and head of communications should determine whether the nature
of the crisis requires additional personnel with special expertise to the Crisis Team.
Stephen Bisciotti
Richard W. Cass
Ozzie Newsome
Owner (Spokesperson)
President
Eric DeCosta
Pat Moriarty
Jeff Goering
Assistant G.M.
Brad Downs
Kevin Byrne
V.P. of Marketing
John Harbaugh
Head Coach
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Objectives
Help all in the organization to respond in a unified, professional manner that reinforces
honesty, consistency, and disciplined handling of the situation.
Strategically enhance the Ravens brand and public perception of that brand.
Prepare talking points for our spokesperson and Ravens management to use when
presenting information and/or answering questions.
(Check off each item as its completed to ensure all the proper steps are being taken.)
Day 1: Hours 1-6
Alert owner and head of communications (they will alert the Crisis Communication
Team).
If necessary, convene the Crisis Communication Team to determine steps for handling the
crisis.
Quickly hold an initial news briefing to inform any media at organization of key
information.
Send out an email to inform all employees of the situation and to media also.
Update social media platforms to direct attention to our website, where information is
factual and official.
Day 1: Hours 6-18
Appoint communication staff to record crisis details, our actions, and responses from
media (message management both traditional and online).
Keep record of all inquiries and ensure traditional gatekeepers like secretaries are
equipped with updated information at all times.
Update our key messages as frequently and appropriately as possible (press conferences
and press releases).
Monitor developing issues and responses to determine whether and when the Crisis
Communication Team needs to convene again.
Continue using our social media to direct to our website as we release information.
Day 2
Days 3-7
Email all employees on any future developments concerning the crisis and how the
organization is proceeding forward.
Continue developing communication lines with media while identifying any potential
issues.
Follow through with any more key messages and updates, only as necessary (keep up
with online messages briefly).
Convene the Crisis Communication Team to evaluate effectiveness of crisis
communication plan.
Key Messages
These messages should be prepared for all kinds of media inquiries and should reflect our
overall status and reputation as positive leaders and an action-oriented organization. The
Crisis Communication Team will be responsible for preparing factual and responsive
messages for our representatives.
Concerning the issues of domestic violence and domestic abuse, key topics of discussion may
include any number of the following:
The importance of healthy relationships and our part in facilitating those relationships.
The need for support and how we can best offer it.
The understanding of a personal issue that needs to be addressed as such and then
communicated publicly.
The realization that outside help may be necessary and how we will ensure the right
resources and course of action are introduced.
The personal effects and sympathy we are feeling for the family involved and our
condolences for them.
The decision and need for discipline as determined by the organization and NFL at the
appropriate time, focusing instead on helping the person(s) involved.
In any crisis, there are seven steps to take when communicating outlined below for crises
concerning domestic abuse and domestic violence with examples.
1. Candor: acknowledge a problem exists.
We realize a member of our organization was involved in an altercation involving
domestic abuse or domestic violence.
2. Explanation: why the problem occurred.
What we understand is this happened at this time.
3. Declaration: commitment to specific steps to resolve the problem.
We are determined to resolve this issue with this person and the victims by doing this.
4. Contrition: continually verbalizing our responsibility for the current situation.
We know this person falls within our care and has done something harmful to someone
else. We take this matter seriously and understand its on us to help.
5. Consultation: ask for help from a third party.
We will do everything we can to offer help and resources for this person, including
talking with their family and looking to find the best treatment and solutions for this
person and the victims.
6. Commitment: publicly promise, to the best of our ability, similar situations wont occur.
We are doing are best to be there for this person and will use this opportunity to better
our organization so this doesnt happen again.
7. Restitution: quickly pay the price on our end and go beyond expectations.
We hold ourselves accountable for the situation at hand and will not only support the
family and victims in these ways, but we will also work with this outside organization to
better protect all members of our organization and their families in the future.
Sample Press Conference Speech
As reviewed within the confines of our roles as active communicators during a crisis situation,
we will make sure we are the first to relay information related to the situation efficiently,
effectively, and correctly to the media and public.
Our first contact with the media will fall within the first few hours after the crisis is made known
to our organization, in which time we need to inform the media of the situation to the best of our
knowledge (who, what, where, when, why, and how). The quickest and easiest method will
almost always be a press release (example on next page). In most crisis situations, however,
especially ones involving domestic abuse and domestic violence, it is recommended to hold a
news conference as soon as possible for our spokesperson to relay the same and any additional
information to the media. Here is an outlined example to model all our prepared statements:
Opening Statement (30-60 seconds): Hello, and thank you for coming out today on such short
notice. Im here to discuss the issue related to a tragic incidence involving running back Ray
Rice and his fiance Janay Palmeran issue we dont condone or take lightly as an organization.
Last night, February 15, Ray and Janay got into a fight in an elevator at the Revel Casino in
Atlantic City. The fight could be seen on security tape and showed the two getting into an
argument. The tape also shows the couple shoving one another, Janay pushing Ray a handful of
times, and Ray hitting her back, knocking her unconscious. Both were then arrested, charged,
and released from prison that same night on simple assault charges. I, nor anyone else at the
Ravens organization, have had the chance to speak personally with Ray and Janay to discuss the
situation, but we are deeply saddened for them and hopeful that we can work with them to
resolve this issue moving forward. Ill answer any questions you have for me at this time.
Questions (determine time allowed ahead): When fielding questions, remember to prepare using
our Key Messages above. Use three main talking points when deciding how to address media
questions, keeping in mind that our answers should always remain factual, transparent, and to the
point. Do NOT speculate or give opinioninstead turn personal questions into action-oriented
solutions for the organization.
Sample Press Release
As simple as it seems, our first response can follow this simple template with even less
information provided than the example. Simply plug in the what, where, who, and when into the
lead sentence to get the information out. Any other details we can confirm surrounding the
situation or detailing future information releases may be added but are not necessary.
Cell: 314-825-8123
Email: jsellmeyer1@live.maryville.edu
Twitter: @jeremysellmeyer
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Communication Tools
Throughout the entirety of our crisis communication plan, we will be using various channels for
relaying key messages. Compiled is a list that references the different areas to consider where we
should be releasing information and providing the media with adequate updates.
Channel
.com
Responsibility
www.baltimoreravens.com
Head of
Communication
@Ravens, www.twitter.com/ravens
Head of
Communication
www.facebook.com/baltimoreravens
Head of
Communication
www.nfl.com
Head of
Communication
Head of
Communication
@Player, www.twitter.com/player
www.facebook.com/player
Player
Player
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Although a crisis is almost never completed, the direct action we take to respond in a positive
and immediate fashion is. Its essential that throughout the entire communication process we are
in constant contact with all partiesthose involved in the situation including players, coaches,
their agents, and their families, the entire staff in our organization, the Crisis Communication
Team, the National Football League, our publics, and the media. This level of contact should be
maintained before, during, and after the crisis. Also, as noted in the timeline, the Crisis
Communication Team needs to be avidly convening to deal with issues as they ariseit is this
kind of commitment that will help us evaluate ourselves within a crisis and evaluate us after we
weather the storm.