1. Cahaba River Society 1
1
Crisis Communication Plan
Rectifying
Rapid
Rivers:
Maintaining
the
Calm
Before
the
Storm
MEMORANDUM
Date:
November
7,
2013
To:
CRS
Executive
Board
Members
From:
ASG
Alliance
(Kaylyn
Alexander,
Katie
Stewart,
Justin
Gilbert,)
Subject:
Crisis
Communication
Plan
for
Cahaba
River
Society
_________________________________________________________________________________________________________
Crisis
Communication
Plan
A
crisis
communication
plan
is
essential
for
every
organization,
even
nonprofits.
Cahaba
River
Society
(CRS)
has
handled
crises
from
oil
spills
to
a
smear
campaign,
so
the
organization
is
well
aware
of
how
little
time
it
takes
for
a
crisis
to
arise
and
disrupt
daily
operations.
A
crisis
communication
plan
will
allow
CRS
to
supervise
and
manage
unexpected
situations
that
threaten
its
mission
to
safeguard
the
Cahaba
River.
ASG
Alliance
will
meet
with
CRS's
Executive
Director
to
determine
the
guidelines
for
the
following:
identifying
a
crisis,
classifying
the
levels
of
crises,
creating
a
crisis
communication
team
and
efficiently
communicating
with
internal
and
external
publics.
This
plan
aims
to
facilitate
CRS
in
handling
possible
crises
that
interrupt
the
flow
of
the
organization.

2. Cahaba River Society 2
2
Crisis
Communication
Team
Crisis
Communication
Team
at
a
Glance
Crisis
Communication
Team
Position
CRS
Position
Crisis
Communication
Coordinator
Executive
Director
Spokesperson
Director
of
Development
Internal
Communication
Liaison
Director
of
Administration
Attorney/Legal
Consultant
Attorney
Media
Relations
Coordinator
Officer
Manager
Line
of
succession:
In
the
event
that
the
specified
person
cannot
fulfill
his
or
her
duties,
the
person
in
the
position
listed
after
them
in
the
chart
above
will
assume
his
or
her
responsibilities.
Crisis
Communication
Coordinator:
The
Crisis
Communication
Coordinator
will
determine
if
CRS
is
undergoing
a
crisis,
which
is
defined
as
a
situation
that
threatens
the
organization's
daily
operations
of
restoring
and
preserving
the
Cahaba
River.
The
Crisis
Communication
Coordinator
will
then
confer
with
with
CRS's
legal
consultant.
After
determining
that
CRS
is
undergoing
a
crisis,
the
Crisis
Communication
Coordinator
will
notify
the
crisis
communication
team
of
the
crisis
and
its
potential
impact
on
the
organization
using
the
following
notification
system:
A. Phone
call
B. Email
Spokesperson:
The
Spokesperson
is
responsible
for
issuing
official
statements
and
responding
to
media
inquiries
during
and
after
the
crisis.

3. Cahaba River Society 3
3
Internal
Communication
Liaison:
The
Director
of
Administration
will
serve
as
the
internal
communication
liaison.
He
or
she
will
inform
the
board
of
directors
and
volunteers
about
updates
and
progress
concerning
the
crisis.
Attorney-­Legal
Consultant:
The
attorney
will
advise
the
crisis
communication
leader
on
legal
matters
that
may
take
place
during
and
after
the
crisis.
Media
Relations
Coordinator:
The
Media
Relations
Coordinator
will
assist
the
Spokesperson
with
delivering
official
statements
to
media.
He
or
she
will
organize
communication
between
CRS
and
the
media.
The
media
relations
coordinator's
job
duties
include
creating
and
distributing
media
releases,
monitoring
media,
organizing
interviews,
maintaining
social
media
and
making
website
updates
regarding
crisis.
Crisis
Communication
Center
and
Media
Briefing
Room:
Cahaba
Grand
Conference
Center
will
be
designated
for
CRS
affiliates
to
meet
and
discuss
a
plan
of
action.
During
a
crisis
Cahaba
Grand
Conference
Center
will
serve
as
a
media
briefing
room
where
the
Spokesperson
delivers
official
statements.

4. Cahaba River Society 4
4
Levels of Crises
Level
1
Crisis:
Low
Level
Crisis
A. Any
issue
concerning
minor
incidents
involving
but
not
limited
to
onsite
injuries
and
minor
illnesses
within
the
organization's
full-­‐time
staff.
B. Receives
no
media
coverage
C. Temporary
issues
that
can
be
resolved
with
internal
efforts
Level
2
Crisis:
Mid-­Level
Crisis
A. Any
issue
involving
but
not
limited
to
abuse
within
the
organization,
an
animal
or
an
individual,
hunting
of
an
endangered
species
and
vandalism
at
the
river.
B. Requires
informing
those
indirectly
involved
C. Threatens
internal
constituents
D. Media
coverage
presumable
Level
3
Crisis:
High
Level
Crisis
A. Any
issue
reported
by
local
or
national
media
involving
but
not
limited
to
the
illegal
activity
of
an
employee/volunteer,
contamination
of
the
river
and
fatality
at
the
river.
B. Affects
the
organization
and
the
community
at
large
C. Threatens
the
safety
of
employees
and
the
community
at
large
D. Receives
media
coverage

5. Cahaba River Society 5
5
Level
1:
Low
Level
Crisis
Level
1
Crisis—Any
issue
concerning
minor
incidents
involving
but
not
limited
to
onsite
injuries
and
minor
illnesses
within
the
organization's
full-­‐time
staff.
The
Executive
Director
will
determine
the
onset
of
a
Low
Level
Crisis.
1.
Examine
the
Situation
A.
In
the
event
of
an
onsite
injury
involving
a
participant
affiliated
with
CRS,
the
Field
Director
or
CRS
staff
member
onsite
will
immediately
evaluate
the
severity
of
the
participant's
injury.
B.
If
the
participant
has
an
injury
that
is
suspected
to
be
contagious,
the
field
director
or
CRS
staff
member
onsite
internal
communication
director
will
be
notified
to
contact
the
participant's
primary
contact
to
pick
them
up
from
the
site.
C.
If
the
participant's
injury
is
considered
severe
and/
or
if
the
participant
requests
further
medical
assistance,
the
field
director
is
responsible
for
dialing
911.
2.
Inform
the
Internal
Communication
Liaison
A.
The
Internal
Communication
Liaison
will
contact
the
primary
contact
on
the
participant's
registration
form.
3.
Potential
Communication
Tactics
(Procedure
Package
A)
A.
Phone
Call—
The
Field
Director
on
site
of
the
incident
will
notify
the
Internal
Communication
Liaison
via
phone
call
to
contact
the
primary
contact
of
the
injured
participant.
i.
The
primary
contact
of
the
participant
is
listed
on
his
or
her
registration
form.

6. Cahaba River Society 6
6
ii.
The
Field
Director
is
in
charge
of
distributing,
collecting
and
filing
registration
forms
for
CRS-­‐hosted
river
outings.
B.
Memo—
An
electronic
memo
will
be
emailed
to
inform
the
crisis
communication
team
about
the
state
of
the
injured
participant
along
with
a
list
of
tips
to
prevent
future
incidents.
i.
The
memo
will
be
written
and
sent
immediately
after
the
participant
has
been
removed
from
the
site
and
received
necessary
medical
attention.
4.
Evaluation
A.
Crisis
communication
team
members
will
engage
in
a
verbal
conversation
to
follow
up
with
internal
and
external
publics.
i.
The
Director
of
Development
is
in
charge
of
making
a
phone
call
to
the
participant
or
participant's
primary
contact
24
hours
after
the
incident
to
inquire
about
the
condition
of
the
participant.
ii.
The
Crisis
Communication
Coordinator
is
in
charge
of
meeting
with
the
internal
communication
liaison
within
24
hours
of
the
incident
to
discuss
responses
to
the
memo
and
crisis
at
hand.

7. Cahaba River Society 7
7
Level
2:
Mid-­Level
Crisis
Level
2
Crisis—
Any
issue
involving
but
not
limited
to
abuse
within
the
organization,
an
individual
attacked
by
an
animal,
hunting
of
an
endangered
species
and
vandalism
at
the
river.
The
executive
director
will
determine
the
onset
of
a
Mid-­‐Level
Crisis.
1.
Examine
the
Situation
A.
The
Crisis
Communication
Coordinator
will
consult
the
board
of
directors
and
attorney-­‐legal
consultant
for
a
solution
to
the
problem.
Once
the
problem
has
been
identified,
a
plan
of
action
will
be
developed.
i.
The
executive
director
must
approve
the
plan
of
action
before
putting
it
into
effect.
2.
Inform
the
Internal
Communication
Liaison
and
the
Spokesperson
A.
The
Crisis
Communication
Coordinator
will
inform
the
Internal
Communication
Liaison
and
Spokesperson
of
the
crisis
and
create
an
efficacious
plan
of
action.
3.
Potential
Communication
Tactics
(Procedure
Package
A+
B)
A.
Memo—The
Internal
Communication
Liaison
will
write
and
distribute
an
electronic
memo
to
the
board
of
directors,
donors
and
volunteers
about
the
crisis
within
12
hours.
The
memo
should
include
specific
details
on
the
crisis
including
when
it
happened,
what
happened
and
how
it
is
being
handled.
i.
Contact
information
for
the
internal
communication
liaison
should
be
listed
on
the
memo
for
further
questions.
B.
Social
Media—
The
Media
Relations
Assistant
will
determine
which
messages
should
be
distributed
via
social
media.
i.
Official
statements
will
be
posted
on
the
Cahaba
River
Society’s
Facebook,
Twitter
and
official
website
providing
information
about
the
crisis
and
how
it
will
affect
Cahaba
River
Society’s
activities.
ii.
Contact
information
will
be
provided
for
further
questions.
C.
Phone
Call—The
media
relations,
Spokesperson
and
CRS
volunteers
will
answer
phone
calls
about
the
crisis.

8. Cahaba River Society 8
8
i.
The
Internal
Communications
Liaison
and
Spokesperson
will
provide
information
regarding
information
on
the
severity
of
the
crisis
in
order
to
answer
individuals'
questions.
4.
Evaluation
A.
The
Media
Relations
Assistant
and
Internal
Communication
Liaison
will
monitor
questions
and
phone
calls
for
four
weeks
following
crisis.
B.
The
Internal
Communication
Liaison
will
develop
and
distribute
a
survey
to
individuals
to
assess
crisis
management
efforts.
C.
The
Crisis
Communication
Coordinator
will
evaluate
internal
responses
to
the
survey
to
determine
how
to
prevent
a
similar
crisis
from
happening.

9. Cahaba River Society 9
9
Level
3:
High
Level
Crisis
Level
3
Crisis—
Any
issue
or
controversy
being
reported
by
local
or
national
media
outlets
involving
but
not
limited
to
the
unlawful
activity
of
a
board
director
or
member.
The
executive
director
will
determine
the
onset
of
a
Low
Level
Crisis.
1.
Examine
the
Situation
A.
The
Director
of
Development
will
determine
which
local
and/or
national
media
outlets
are
covering
the
issue
to
measure
the
impact
and
potential
hazard
level
on
the
organization.
i.
A
legal
consultant
will
advise
before
any
legal
action
takes
place.
2. Inform
the
Internal
Communication
Liaison
and
the
Spokesperson
A.
The
Crisis
Communication
Coordinator
will
inform
the
Internal
Communication
Liaison
and
Spokesperson
of
the
crisis
and
create
an
efficacious
plan
of
action.
3.
Implement
3.
Effective
Communication
Tactics
(Procedure
Package
A
+
B
+
C)
A.
Memo—
The
Director
of
Development
will
develop
and
distribute
a
memo
to
inform
the
board
of
directors
and
members
with
updates
regarding
the
impact
of
the
crisis.
B.
News
Release—
The
media
relations
team
will
create
a
detailed
message
informing
members
on
the
status
of
the
crisis
and
the
steps
being
taken
to
resolve
the
situation.
i.
In
case
there
is
a
crisis
at
a
similar
organization,
the
news
release
will
mention
a
collaborative
effort
between
like
organizations
to
resolve
the
situation.
ii.
News
releases
will
be
sent
to
broadcast
and
print
media.

10. Cahaba River Society 10
10
iii.
If
necessary
the
release
will
counter
and
correct
any
false
statements
being
reported
about
the
crisis.
C.
Phone
Call—The
Media
Relations
Coordinator,
Spokesperson
and
CRS
volunteers
will
answer
phone
calls
about
the
crisis.
i.
The
Internal
Communications
Liaison
and
Spokesperson
will
provide
information
regarding
information
on
the
severity
of
the
crisis
in
order
to
answer
individuals'
questions.
D.
Official
Statements—
The
media
relations
team
will
develop
statements
to
be
presented
by
the
spokesperson.
i.
The
media
relations
team
will
post
statements
to
CRS’s
Facebook,
Twitter
and
website
regarding
the
crisis.
E.
Press
Conference—
The
media
relations
team
will
arrange
a
press
conference
at
his
or
her
discretion.
i.
Press
conferences
will
be
held
at
the
Cahaba
Grand
Conference
Center.
4.
Evaluation
A.
The
Media
Relations
Assistant
will
monitor
the
media
for
three
months
to
determine
if
the
crisis
is
still
receiving
attention.
If
so
CRS
will
continue
to
utilize
the
appropriate
tactics
to
inform
or
contravene.
B.
The
Director
of
Development
will
distribute
survey
to
members
to
evaluate
crisis
management
efforts.
C.
The
Director
of
Development
will
evaluate
member
responses
to
determine
future
improvements.

11. Cahaba River Society 11
11
Procedures
• Crisis
Management
Overview
• *Yellow-­‐
no
media
coverage
*Orange-­‐
probable
media
coverage
• *Red-­‐
media
coverage
•
1. Get Crisis Management Assistance
Crisis
Level
Probability
of
Media
Coverage
Procedure
Package
Level
1
Low
Level
*Yellow
Package
A
Package
A:
1.
Phone
call
2.
Memo
Level
2
Mid-­‐Level
*Orange
Package
A
+
B
Package
A:
1. Phone
call
2. Memo
Package
B:
1. Social
Media
2. News
Release
*Red
Package
A
+
B
+
C
Package
A:
1. Phone
call
2. Memo
Package
B:
1. Social
Media
2. News
Release
Package
C:
1. Official
Statement
2. Press
Conference

12. Cahaba River Society 12
12
The Director of Development oversees external communication and is responsible for
delegating tasks among the crisis communication team in all levels of crises.
• Spouse, parent or legal guardian: in case of an accident.
• Build list of emergency contacts in case of an accident during a program or
event.
Package A
1. Phone Call
The Internal Communication Liaison is in charge of making phone calls to
2. Distribute Memo
The crisis communications team will distribute an electronic memo to inform
members of the state of the crisis and its effect on those involved.
Package B
3. Regulate Social Networking
The Director of Development and Media Relations Coordinator will determine
which messages should be distributed via social media regarding the crisis.
• Official statements will be posted on CRS’s Facebook, Twitter and blog
informing members of the crisis and how it will affect CRS activities and
the Cahaba River.
• Contact information will be available for all questions and concerns.

13. Cahaba River Society 13
13
4. Distribute a News Release
The Media Relations Coordinator will write and distribute an informative, detailed
message to inform members about the state of the crisis and the steps being
taken to overcome the crisis.
• News releases will be sent to local print and broadcast media.
• In the event that there is a crisis at a similar organization, the news
release will include cautious steps to crisis prevention.
• The release will counter or clarify any false statements or half-truths being
reported about the crisis.
Package C
5. Develop Official Statements
The Director of Development will develop statements for the Spokesperson to
deliver to the media.
6. Arrange a Press Conference
The Director of Development will call a press conference if necessary.
7. Survey
The Director of Development will evaluate member responses to determine
future improvements.
 Informal evaluation– arrange surveys through conversations with
members regarding the crisis.
 Formal evaluation– the crisis communication team will distribute
digital surveys to members to evaluate crisis management efforts.