Crisis Communication Plan
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Transcript of Crisis Communication Plan
CrisisCommunicationPlanFor
BurgerKing
By:ElizabethDobski
TableofContents
Introduction…………………………………………………………………………..…………1Acknowledgments………………………………………………………………………..….2RehearsalDates……………………………………………………………………………………….……...3PurposeandObjectives…………………………………………………………………………….……..….4ListofKeyPublics…………………………………………………………………………………….….…..5NotifyingPublics…………………………………………………………………………….……………….6IdentifyingCrisisCommunicationTeam……………………………………………………………………………….………………7CrisisDirectory………………………………………………………..………………………8MediaSpokesperson……………………………………………….………………….…..9ListofEmergencyPersonnelandLocalOfficials…………………………………………………………………………….……………10ListofKeyMedia…………………………………………………………………………………………….11SpokespersonFromRelatedOrganization…………………………………………………….……………………………12CrisisCommunicationControlCenter…………………………………………………………………………………………..13EquipmentandSupplies…………………………………………………………………………………….….14PregatheredInformation…………………………………………………………………….………….…15KeyMessages……………………………………………………………………………….16Website………………………………………………………………………..……………...17BlogsandSocialMedia………………………………………………………………………….…………………18TrickQuestions……….………………………………………………….………………….19ListofProdromes………………………………………………………..……………………………20ListofRelatedInternetURLs………………………………………………………………..……………………………..21EvaluationForm………………………………………………………………..…………………………….22MockPressRelease…………………………………………………………………………………………..23
Introduction
Theissueathandisdealingwiththecrisisofthefree
kidsmealtoysbeinghazardoustochildren.Thisissue
isimportanttolookatbecausethereisalwaysa
dangerandaliabilitywhenitcomestogivingsmall
toystochildren.Thiscrisishashappenedinthepast
andthereisalwaysachanceofithappeningagain
evenafterthestepstakentotryandpreventit.
‐SignofffromCEOJohnW.Chidsey
Acknowledgments
Signofffrom:
CEO,JohnW.Chidsey
CFO,BenK.Wells
CIO,RajRawal
RehearsalDates
December1st
May1st
September1st
PurposeandObjectives
Purpose:Itisimportanttopickthiscrisisbecauseithashappened
beforeandthewaytolearnfromthatistomakesurethatthereisa
crisisplanincaseiteverhappensagain.Thiscrisisisamajorone,as
itinvolvesthelivesofchildren.Thepurposeistobepreparedforthe
future.
Objectives:
• TobepreparedintheinstancethatachildisharmedfromoneofBurgerKing’skidsmealstoys.
• Toproperlydealwiththecrisisandsincerelydealwiththefamilieseffected.
• Tomaintainourimageinthemediaandnotmakeproblems
worsethantheyalreadyare.
• Tomakesurethatnotonlyisthecrisisteamprepared,butemployeesareaswellwhendealingwiththemedia.
ListofKeyPublics
ChildrenandFamilies
TheBoard
BurgerKingEmployees
TheMedia
NotifyingPublics
• TonotifyBurgerKingboardandemployees:
PhoneTreeorCompanywidetextmessage
• Tonotifymediaandfamilies:PressReleaseand
Newsreport
IdentifyingCrisisCommunicationTeam
CEO‐JohnW.Chidsey
CFO‐BenK.Wells
PublicRelationsDirector
HeadofLegalDepartment‐AnneChwat
CrisisDirectory
LocalPoliceDepartmentPhoneNumbers
LocalFireDepartmentPhoneNumbers
ConsumerProductSafetyCommission‐(301)504‐7923
MediaSpokesperson
1. CEOJohnW.Chidsey
2. CFOKenK.Wells
3. PublicRelationsDirector
ListofEmergencyPersonnelandLocalOfficials
PoliceDepartment
FireDepartment
ListofKeyMedia
Listknownreporters,producers,editors
‐Nationallevel
‐AssociatedPress
SpokespersonFromRelatedOrganization
ConsumerProductSafetyCommission‐AnnBrown
CrisisCommunicationsControlCenter
5505BlueLagoonDrive
Miami,Florida33126
EquipmentandSupplies
PregatheredInformation
BurgerKingtoysthataredistributedmeetallU.S.
ConsumerProductSafetyCommissionrequirements
andallinternationalsafetystandards.
KeyMessages
• IthascometoourattentionthatthePokemon
Balltoythatweweredistributingwithourkids
mealshasbeenfounddangeroustochildren
undertheageofthree.
• WearerecallingallPokemonBalltoysandthey
willnotbegivenwiththekidsmealsanylonger.
• Tragicallyababyhassuffocatedfromthetoy
caseandweareaskingthatallparentstakethe
PokemonBalltoysawayfromchildrenunder
theageofthree.
• ParentsthatbringinthePokemonBalltoyto
BurgerKingwillgetafreesmallfry.
Website
http://www.bk.com
BlogsandSocialMedia
MommyBloggers
http://www.5minutesformom.com/
http://everydaymommy.net/
http://www.upnorthmommy.com/
http://anordinarymom.wordpress.com/
TrickQuestions
•Howmanychildrenhavediedfromthistoy?‐Asfarasweareawareonechildhasdiedfromthistoy.•Howmanychildrenwereinjured?‐Asfarasweareawareonechildwasinjuredfromthistoy.•Howmanytoyshavebeenrecalled?‐Over25milliontoyshavebeenrecalled.•Whatareyoursafetyprecautionswiththetoysyoudistribute?‐WeareworkingwiththeU.S.ConsumerProductSafetyCommissiontoensurethesafetyofourtoysinthefuture.•Howwillyoupreventthisinthefuture?‐Wewillmakesurethatfullsafetytestshavebeendoneonthetoyswepurchaseinthefuture.•Howmanytoyshavealreadybeengivenaway?‐Idonothavethatinformationatthistime,butIwillgetbacktoyouwhenIdo.•HowwillthisaffectBurgerKingfinancially?‐Iwillnotspeculateonthattopic,andyoucannotputapriceonsafety.•Exactlyhowdidthechildsuffocatefromthetoy?‐Theplasticball‐shapedcontainerthatheldthetoyiswhatthechildsuffocatedon.
ListofProdromes
http://www.cpsc.gov/cpscpub/prerel/category/toy.html
(ToyHazardRecalls)
ListofRelatedInternetURLs
www.cpsc.gov
EvaluationForm
Howdidwedo?
Whatworkedwell?
Whatdidnot?
Whatcanweimproveuponinthefuture?
BurgerKingCorporation5505BlueLagoonDriveMiami,Florida33126
305‐378‐3000
NewsReleaseFORIMMEDIATERELEASE FORMOREINFORMATION:October21,2010 ElizabethDobski DirectorofConsumerRelations 305‐378‐7200 [email protected]
BurgerKingRecallsToyFromKidsMeal
Miami,FL‐TodayBurgerKingrecalledtheirPokemonBalltoyfromtheirkids
mealduetoachild’sdeathcausedbythetoy.Theballmayposeasasuffocationhazardtochildrenundertheageofthreesoparentsareaskedtotakeawaythetoyfromchildrenthatareunderthatage.Twenty‐fivemilliontoyshavebeenrecalledsofar.“Ourapologiesanddeepestregrettothefamilyofthechildwhosuffocatedfromoneofourtoys.Itisimportanttoustomakesurethetoyswedistributearesafeandwewillbetakinggreaterprecautionsinthefuture,”CEOBernardoHeesstates.BurgerKingisworkingwiththeU.S.ConsumerProductSafetyCommissionontherecallofthePokemonBall.Itisdeterminedthatitistheplasticcontainerthatthetoycomesinthatisdangerousandnotthetoyitself.BurgerKingislookingintoimplementingnewsafetyprecautionsfortheirtoysandwillbevigilantinlookingintothetoycompaniessafetypractices.ThePokemonballshavebeendistributedinBurgerKingrestaurantsnationwide.BurgerKingrecommendsthatparentsthrowawaytheball,iftheybringintheballhalvestotheirlocalBurgerKing,theywillreceiveafreesmallorderoffrenchfries.BurgerKingwasfoundedbyJamesMcLamoreandDavidEdgertonin1954.Today,BurgerKingisthesecondlargestfastgoodhamburgerchainintheworld.BurgerKinghasover12,000restaurantsinall50statesandin73countriesandU.S.territoriesworldwide.
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