Crisis Communications Plan

Desiree Bishop

Table of Contents
Introduction..1
Acknowledgments...2
Rehearsal Date Schedule..3
Purpose and Objective of Plan..4
Key Publics...5
Crisis Team...6
Media Spokesperson...7
Interview Tips for Spokesperson...8
Trick Questions....9
Emergency Personnel...10
Equipment & Supplies for Crisis Control Room.11
Pre-gathered Information...12-14
Holding Statement..15
Key Messages.16
Fill in the blank News Release.17
Internet Sources.18
Social Media Responses..19
Evaluation...20

Introduction
Every team in the league has more than 100 employees. Given the multihundred million dollar investment owners make in purchasing a team, they must have
top quality management to run the business. The GM of an NBA team is effectively the
captain of the ship, especially in the day-to-day operations. GMs are responsible for
overseeing all of the business and financial operations of the team. Most also have an
important role in PR as the face of the team. Additionally they have significant roles in
player personnel decisions including drafting, handling free agents and contracts. If this
plan is not followed, this organization can be deeply impacted and turn into complete
chaos, given the many duties that the General Manager of a team has . Financial
statements for the entire organization can be negatively impacted significantly. If the
plan is not followed, basketball operations for the team, then the organization can fall
victim to financial theft. This crisis has happened to other sports organizations before,
but in a variety of management positions.
Example:
A former San Francisco Giants payroll manager was sentenced in federal court
in 2012 to a year and nine months in prison for embezzling $2.2 million from the
team in 2010 and 2011. The payroll manager was ordered her to pay $1,457,000
in restitution to the Giants.
Just because it has not happened in the NBA, does not mean that it can not happen in
the future. It is imperative to be prepared for this crisis, because each team is a
business within itself that brings in millions of dollars each year.

Acknowledgments

EXECUTIVE STAFF
Chairman/Alternate NBA Governor Jerry Reinsdorf
President & Chief Operating Officer/NBA Governor Michael Reinsdorf
Alternate NBA Governor Robert A. Judelson
Executive Vice President Basketball Operations John Paxson
Executive Vice President Business Operations & Alternate NBA Governor Steve
Schanwald
Senior Vice President & Special Consultant to Basketball Operations Irwin Mandel
Vice President of Financial & General Counsel Ram Padmanabhan
Assistant to the Chairman Barb Reincke
Special Advisor to the President & COO Scottie Pippen
Assistant to the President & COO Carla DeLio
Executive Assistant to the Executive Vice President-Business Operations Val D.
McElroy
Executive Assistant to Senior Vice President and to Vice President of Financial &
General Counsel Denise Aleman

BASKETBALL OPERATIONS
General Manager Gar Forman
Head Coach Tom Thibodeau
Assistant Coaches Andy Greer, Adrian Griffin, Ed Pinckney, Mike Wilhelm
Assistant General Manager Randy Brown
Assistant General Manager Brian Hagen
Director of International Scouting/Special Assistant to General Manager Ivica Dukan
Director of Pro Personnel Jay Hillock
Director of Basketball Operations Jim Paxson
Scout Dave Bollwinkel
Advance Scout Tom Barrise
Director of Sports Performance Jennifer Swanson
Head Athletic Trainer Fred Tedeschi
Assistant Athletic Trainer Jeff Tanaka
Head Strength Coach Nick Papendieck
Assistant Strength Coach Matthew Johnson
Equipment Manager John Ligmanowski
Director of Basketball Administration Karen Stack Umlauf
Director of Team Security Eric Buck
Senior Managers of Basketball Administration Wendy Knoll, Kristine Watson
Video Coordinator Dice Yoshimoto
Assistant Video Coordinator Paul Miller
Basketball Operations Assistant Steve Weinman
Strength Intern Daniel Marshall
Team Locker Room Security John Capps

Rehearsal Date Schedule

(Every 6 months)
Thursday, January 15th, 2015
Monday, July 15th, 2015

Purpose and Objective

The purpose of this plan is to protect the Chicago Bulls Organization from chaos and
embarrassment if a crisis, such as embezzlement findings, were to happen. With this
plan, I hope to prepare the Chicago Bulls Organization for any financial
embezzlement crisis, which could come from any person in the company. If it is not
the General Manager who is caught with embezzlement charges, it could be someone
else in the company who deals with the finances. I hope that this plan is
interchangeable for any position in the company and will be used accordingly. It is
imperative that companies who bring in millions of dollars in revenue each year to be
prepared for scandals such as these. Although, I am sure that a lot of trust is put into
those who are hired for financial positions, it is always best to be prepared for the
worst.

List of Initiatives in order of priority:

1.
2.
3.
4.
5.
6.
7.

Initiate Crisis Plan within 2 hours

Inform Entire Bulls Organization
Contact Crisis Team
Delegate Media Spokesperson ( VP of Branding & Communications)
Post Holding Statement to Website & Social Media
Press Release
News Conference

Key Publics

Internal:
Chicago Bulls Executive Staff
Basketball Operations Team
Ticket Sales Team
Premium Seating Team
Corporate Sales Team
Branding & Communications Team
Financial & Legal Team
Broadcast Team

External:
Ticket Holders
WGN-TV
Comcast SportsNet Chicago
WCIU-TV
ESPN 1000 (WMVP-AM)
WRTO (1200 AM)

Crisis Team
Vice President of Branding & Communications Susan Goodenow
office phone 773-432-5000
cell phone: 773-775-2167
home phone: 312-344-8999
email: SuGoodenow@gmail.com
Senior Director of Public & Media Relations Tim Hallam
office phone 773-466-3112
cell phone 773-997-3343
home phone 708-768-8897
email: Thallen@gmail.com
Director of Public & Media Relations Sebrina Beyer
office phone: 773-724-3456
cell phone: 773-234-7890
home phone: 773-987-6543
email: sbeyer@gmail.com
Senior Manager of Public & Media Relations Matt Yob
office phone 773-865-6677
cell phone: 312-329-0990
home phone: 708-243-5597
email: mattyob13@gmail.com
Manager of Public & Media Relations Shaun Hickombottom
office phone: 773-980-3200
cell phone: 773-546-3445
home phone: 312-780-3756
email: ShaunHick@gmail.com

Media Spokesperson

Spokesperson:
Vice President of Branding & Communications Susan Goodenow

Backups:
Senior Director of Public & Media Relations Tim Hallam
Director of Public & Media Relations Sebrina Beyer

Interview Tips for Spokesperson

Dress professionally
Answer questions truthfully/tell the whole truth
Listen to the whole question before answering
Look the reporter in the eye
Respect the reporters
Be Confident
Be pleasant
Do not fill in silences with word garbage
Do not guess or speculate
Do not try and predict the future
Never say no comment
Nod your head during silences
Do not assume the interview is over once a reporters notepad is put away
Do not be a wimp
Use the crisis communications plan

Trick Questions

How do you feel about this personally?

How embarrassed are you by what happened?
This was a terrible incident. Can you guarantee it wont happen again?
Off the record, can you tell me what happened?
Just between you and me, can you tell me the details?

Types of Trick Questions to Avoid:

Leading Questions imply that the reporter already has the answer; you are merely to
verify it.

Loaded Questions are designed to elicit an emotional response. Some reporters

thrive on these because responses to them make for more exciting news.

Know it all Questions begin with We have the story. I just need a few wrap-up
facts. He or she may not have the story at all but wants you to release only the dirt.

Chummy Questions are those in which the reporter, pretends to be your buddy. Any
question that states with Off the record.

Accusatory Questions are designed to force you to blame others. Never fall for this.

Naive Questions indicate that the reporter has not done any homework and does not
know what to ask.

Emergency Personnel
**In case of emergency, dial 911**

Police Stations:
3510 S. Michigan Ave. Chicago IL, 60653
(312)
746-6000

Hospitals
Rush University Medical Center
1653 W. Congress Pkwy Chicago, IL 60612
(888)
352-7874
University of Chicago Medical Center
5841 S. Maryland Ave. Chicago, IL 60637
(773)
926-3627

Fire Departments:
3510 S. Michigan Ave. Chicago, IL 60653
(312)
745-4210
121 N. LaSalle St. Chicago, IL 60602
(312)
744-4000

Equipment and Supplies or Crisis Control Room

Microphones
cameras
plugs (mult box) for TV and radio reporters to plug into microphone system
chairs
desks
computers
manual typewriters
bulletin boards
flip charts
chalk boards
printers
phones
battery powered TV
battery powered radios
police radio
walkie talkies
pens
pencils
company letterhead
media directories
press kits
crisis plans
street and highway maps
food and beverages
copying machines
first aid kits
cameras and film
extension cords
generator power packs

Pre-gathered Information
Company History:

The Chicago Bulls joined the NBA for the 1966-67 season. Prior to the inception
of the Bulls organization, two pro teams had failed in Chicago. One squad, the Stags,
had been a charter member of the 11-team Basketball Association of America, the
predecessor of the NBA. The franchise folded after the 1949-50 campaign. The Packers
debuted in 1961-62, but after two last-place finishes and a name change to the Zephyrs,
the franchise moved to Baltimore and eventually became the Washington Bullets. In the
mid-1980s with the drafting of Michael Jordan, the dominant player of his era and
possibly the greatest player of all time. In the early 1990s, the Bulls assembled a strong
supporting cast for Jordan and Pippen which won three consecutive NBA titles,
becoming only the third franchise in history to string together a trio of crowns. After
more than a year of "retirement" to try his hand at professional baseball, Jordan
returned to lead the Bulls back to another title in 1996, one more in 1997 and a third in a
row in 1998, the Bulls' second three-peat of the decade and their sixth NBA
championship trophy. Ten years later, Chicago beat overwhelming odds to win the NBA
Draft Lottery, meaning the Bulls had the top pick in the 2008 NBA Draft. Point guard
Derrick Rose was the team's choice, and he has since led the Bulls to the playoffs in
each of his professional campaigns, including a trip to the 2011 Eastern Conference
Finals. In Rose's third season, he became the youngest player in NBA history to earn
MVP honors.
Chairman:

Jerry M. Reinsdorf (born February 25, 1936) is a CPA, lawyer and an owner of the
NBA's Chicago Bulls and the MLB's Chicago White Sox. He started his professional life
as a tax attorney with the Internal Revenue Service. He has been the head of the White
Sox and Bulls for over 25 years.
Team Valuation: $1000 M
Owner: Jerry Reinsdorf
Championships: 6
Year Purchased: 1985
Price Paid: $16 M
Operating Income: $52.2 M
Gate Receipts: $64 M
Wins-to-player cost ratio: 121
Revenue per fan: $17
Valuation Breakdown:
Sport: $185 M
Market: $405 M
Stadium: $288 M
Brand: $132 M
Office Location:
United Center | 1901 West Madison Street | Chicago, IL 60612-2459 | 312.455.4000
Corporate Headquarters:
33 W. 35th st. Chicago, IL 60616
Fax: 312-674-5119
Phone: 312-674-5119

Holding Statement
We will be supplying additional information as it becomes available and posting it on
our website and social media networks.

Key Messages
1. The rest of the Chicago Bulls Organization did not participate nor were aware
of any embezzlement prior to this incident.
2. The crime was reported immediately once discovered and the General
Manager was let go of his position.
3. The Chicago Bulls Organization is taking immediate action on recovering the
stolen money and will ensure to fix any damage made and prevent any further
damage to the organization.

Fill in the blanks News Release

News Release
FOR IMMEDIATE RELEASE
Month, Day, Year

FOR MORE INFORMATION

Tim Hallam
Senior Director of Public &
Media Relations
773-466-3112

Thallen@gmail.com

________________ GM is charged with embezzlement of funds

CITY - It has been confirmed today that ____________ , former General Manager,
has been embezzling money from the Chicago Bulls Organization. The Chicago Bulls
is an organization that prides itself on our upstanding company values and holds each
person in our company accountable for their actions. In no way is our General
Manager held to a different standard from everyone else, and he will be held
accountable for the embezzlement of funds from our organization.

We would like to apologize to our supporters, staff and our fans who have trusted in
the Bulls Organization over the years. We ensure you that justice will be served and
that we will continue to bring you the great game of basketball that you love and
expect. We will be in contact with the media with any updates, as the story is still
unfolding. Media updates will be posted on our Chicago Bulls website, Twitter and
Facebook page. We once again thank you for your continuous support throughout the
years and through this crisis, and we thank you for your love of the Chicago Bulls.
###

Internet Sources

Official Website of the Chicago Bulls

Official Chicago Bulls Facebook Page
Official Chicago Bulls Twitter Page

Social Media Responses

Gar Formans actions do not represent the company values of the Chicago Bulls
Organization.
As stated in our press release, the Chicago Bulls Organization had no involvement in
the General Managers embezzlement of funds. Once we were informed we took action
immediately.
We will continue to bring the fans great basketball and we just ask you for your support
during this crisis.
Gar Forman is no longer a part of the Chicago Bulls Organization, and the assistant
General Manager, Randy Brown, will temporarily be in his position until we hire a
successor.
Assistant General Managers Randy Brown and Brian Hagen were not involved in the
embezzlement of funds nor were they aware.
We have full trust and confidence in Assistant General Manager Randy Brown in
temporarily filling the General Manager position. He is greatly qualified and has the full
trust and support of the Chicago Bulls Organization.
If you have any questions or concerns, please refer to our website and social media for
continuous updates and answers to your questions.

We thank you for your support of the Chicago Bulls, we will be posting updates on our
social media to keep everyone informed of updates.

Evaluation

What worked:

What didnt work: