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Crisis Communication Plan:
IT Breach Presented by 4 Points PR
Paola Behena
Ashley Jablonski
Morgan Mendoza
Verliz Williams
Media Contacts & Resources
PRIMARY MEDIA CONTACT
Adam Freeman, Director of Media Relations
Main: 813-974-9047
Cell: 813-404-3857
adamfreeman@usf.edu
Additional USF Media
Contact
Althea Paul, Media Relations Manager
Main: 813-974-1665
Cell: 305-495-0306
altheapaul@usf.edu
USF IT Web Services
Christopher Akin, Director
Main: 813-974-0898
cakin@usf.edu
Assess and Identify Potential Risks
CRISIS
❖ USF’s BOX was breached, which contains personal data of presidential candidates.
BEST/WORST CASE SCENARIO
❖ Best: personal data was not made public and the safety of information for students,
faculty and future USF stakeholders wasn’t compromised.
❖ Worst: personal data was made public and safety of USF system was compromised.
HOLDING STATEMENTS AND RESPONSES
❖ “... Safety is of the university’s utmost priority. The breach in the USF system is of our
top concern.”
❖ “... Keeping the integrity of the school, our presidential candidates, and all the
students, faculty and staff at all three university locations, is our main focus alongside
ending the breach and preventing an event like this from happening again.”
❖ “... We’re hearing everyone’s concerns and lack of satisfaction with the university. We
hear you. We see you. We are fixing this and will keep you updated every step of the
way.”
Identify and Know Stakeholders
Stakeholders
❖ The University of South Florida System
❖ USF Board of Trustees
❖ Presidential search nominees
❖ Students, faculty, staff, parents
❖ Public outside of the University who may be interested in the University
(business partners, potential students, professors, etc)
Define Communications Guidelines
The Five W’s
❖ Who will talk on behalf of your organization: The response team:
Adam Freeman (Media Relations), Christopher Akin (IT Director), a
cybersecurity company & a public relations firm
❖ What they will say: They will reassure the stakeholders that the situation is
being controlled, a sweep is being made to figure out the extent of the
breech and improvements are being made to try and prevent this from
happening again.
❖ When and how often they will address the public: Once information is
clearly known so as to not get ahead of the facts & then updating when they
have new important information
❖ Why they would speak: To bring clarity to the situation
❖ Where they will communicate: via USF email, local tv and radio, bulls radio
Have A Set of Key Actions
❖ Address perceptions: Maintain a positive perception by ensuring the public
that the University of South Florida is just as interested and concerned
about the issue as they are, through a press release. Also, keep them updated
on progressions in the case and any combative action being taken.
❖ Listen to the people who are complaining.
❖ Tune in emotionally: The University of South Florida will address concerns
and complaints personally as opposed to generic and automated responses.
❖ Reason from the point of view of those USF represents.
❖ Distinguish between law and public opinion: USF will be in close
communication with lawyers, the authorities and a highly qualified cyber
security firm due to the personal information breached in this crisis.
Establish Notification and
Monitoring Systems
❖ Figure out where the conversations are happening: Who’s talking about the
information? Who already knows? By finding out these answers, it can be
easier to contain the problem before it gets out to more people than it needs
to.
❖ Listen in and understand what topics are being discussed:Figure out the
main concerns to better plan how to properly address them.
❖ Relate them to your brand: Need to reassure the public and stakeholders
that the University system takes cyber security very seriously and will be
taking measures to try and prevent it from happening again.
❖ See the crisis coming before it does: Stay in-tuned with response team to
set forth a plan for addressing the issue before it gets out. Have a plan set in
place for addressing the issue before the stakeholders start “panicking” and
asking questions.
❖ Give fact sheet to journalists
Fact Sheet
Fact Sheet
❖ The BOX containing all of the USF
presidential search information, including
personal data and financial information,
was breached by a group of hackers.
❖ No records have allegedly been made
public.
❖ USF is in close communication with:
➢ Lawyers
➢ The authorities
➢ A highly qualified cyber security firm
PRESS RELEASE
Execute and Review
❖ Meet with important speakers and executives: It is important to address
executives who could have been affected as well as those who will be
communicating to the public
❖ Test the plan for efficiency
❖ Modify if needed: As the situation plays out, adjust communication
strategies to better suit those involved
❖ Execute clear communication strategies: make sure that the response team
is on the same page and clear with how the situation should be
communicated.
What did we learn?
❖ Successful crisis communication is dependent upon
the team involved
❖ Words only matter if action is followed behind
❖ Don’t speak before knowing that what you’re saying
is backed up by facts
❖ Take responsibility for the situation and don’t deny
or apologize
Crisis comm

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Crisis comm

  • 1. Crisis Communication Plan: IT Breach Presented by 4 Points PR Paola Behena Ashley Jablonski Morgan Mendoza Verliz Williams
  • 2. Media Contacts & Resources PRIMARY MEDIA CONTACT Adam Freeman, Director of Media Relations Main: 813-974-9047 Cell: 813-404-3857 adamfreeman@usf.edu Additional USF Media Contact Althea Paul, Media Relations Manager Main: 813-974-1665 Cell: 305-495-0306 altheapaul@usf.edu USF IT Web Services Christopher Akin, Director Main: 813-974-0898 cakin@usf.edu
  • 3. Assess and Identify Potential Risks CRISIS ❖ USF’s BOX was breached, which contains personal data of presidential candidates. BEST/WORST CASE SCENARIO ❖ Best: personal data was not made public and the safety of information for students, faculty and future USF stakeholders wasn’t compromised. ❖ Worst: personal data was made public and safety of USF system was compromised. HOLDING STATEMENTS AND RESPONSES ❖ “... Safety is of the university’s utmost priority. The breach in the USF system is of our top concern.” ❖ “... Keeping the integrity of the school, our presidential candidates, and all the students, faculty and staff at all three university locations, is our main focus alongside ending the breach and preventing an event like this from happening again.” ❖ “... We’re hearing everyone’s concerns and lack of satisfaction with the university. We hear you. We see you. We are fixing this and will keep you updated every step of the way.”
  • 4. Identify and Know Stakeholders Stakeholders ❖ The University of South Florida System ❖ USF Board of Trustees ❖ Presidential search nominees ❖ Students, faculty, staff, parents ❖ Public outside of the University who may be interested in the University (business partners, potential students, professors, etc)
  • 5. Define Communications Guidelines The Five W’s ❖ Who will talk on behalf of your organization: The response team: Adam Freeman (Media Relations), Christopher Akin (IT Director), a cybersecurity company & a public relations firm ❖ What they will say: They will reassure the stakeholders that the situation is being controlled, a sweep is being made to figure out the extent of the breech and improvements are being made to try and prevent this from happening again. ❖ When and how often they will address the public: Once information is clearly known so as to not get ahead of the facts & then updating when they have new important information ❖ Why they would speak: To bring clarity to the situation ❖ Where they will communicate: via USF email, local tv and radio, bulls radio
  • 6. Have A Set of Key Actions ❖ Address perceptions: Maintain a positive perception by ensuring the public that the University of South Florida is just as interested and concerned about the issue as they are, through a press release. Also, keep them updated on progressions in the case and any combative action being taken. ❖ Listen to the people who are complaining. ❖ Tune in emotionally: The University of South Florida will address concerns and complaints personally as opposed to generic and automated responses. ❖ Reason from the point of view of those USF represents. ❖ Distinguish between law and public opinion: USF will be in close communication with lawyers, the authorities and a highly qualified cyber security firm due to the personal information breached in this crisis.
  • 7. Establish Notification and Monitoring Systems ❖ Figure out where the conversations are happening: Who’s talking about the information? Who already knows? By finding out these answers, it can be easier to contain the problem before it gets out to more people than it needs to. ❖ Listen in and understand what topics are being discussed:Figure out the main concerns to better plan how to properly address them. ❖ Relate them to your brand: Need to reassure the public and stakeholders that the University system takes cyber security very seriously and will be taking measures to try and prevent it from happening again. ❖ See the crisis coming before it does: Stay in-tuned with response team to set forth a plan for addressing the issue before it gets out. Have a plan set in place for addressing the issue before the stakeholders start “panicking” and asking questions. ❖ Give fact sheet to journalists
  • 8. Fact Sheet Fact Sheet ❖ The BOX containing all of the USF presidential search information, including personal data and financial information, was breached by a group of hackers. ❖ No records have allegedly been made public. ❖ USF is in close communication with: ➢ Lawyers ➢ The authorities ➢ A highly qualified cyber security firm
  • 10. Execute and Review ❖ Meet with important speakers and executives: It is important to address executives who could have been affected as well as those who will be communicating to the public ❖ Test the plan for efficiency ❖ Modify if needed: As the situation plays out, adjust communication strategies to better suit those involved ❖ Execute clear communication strategies: make sure that the response team is on the same page and clear with how the situation should be communicated.
  • 11. What did we learn? ❖ Successful crisis communication is dependent upon the team involved ❖ Words only matter if action is followed behind ❖ Don’t speak before knowing that what you’re saying is backed up by facts ❖ Take responsibility for the situation and don’t deny or apologize