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PR 4460: Crisis Communication Plan - Group Member Project

I. Executive Summary:
In this document you will find a detailed plan of the KSU Sports & Entertainment Park’s
response and actions in the event of an airplane crash at the Park, that could possibly
injure or kill individuals. This is a private document available only to the crisis
communication team members. However, this is an extremely vital plan that needs to be
seriously reviewed by every member of the crisis communications team. This plan was
created by an outside PR team along with the assistance and approval of the crisis
communication team, including employees of the KSU Sports & Entertainment Park.
You will find information on the crisis situation, the members of this particular crisis
communication team, our key stakeholder groups, planned meeting location, equipment
& supplies, employee-media policy, messaging, social media management, as well as
valuable sources used to put this plan together.
II. Crisis Situation:
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The purpose of this plan is to prepare for the possibility of a plane crash in the KSU
Sports & Entertainment Park causing the death of two individuals and possibly injuring
others. This is a concern because the McCollum Airport is approximately 2.7 miles from
the Park, about a 6 minute drive. Echoing Boeing’s findings, Ben Sherwood, estimated
that 80 percent of all plane crashes happen within the first three minutes of a flight or in
the last eight minutes before landing. Therefore, flights taking off from McColum Airport
are only seconds away from the Park during their “taking off” stage, when the risk for
crashes are relatively higher. Another concern that prompts this plan is a plane crash that
occured on KSU campus approxiamately two years ago. The plane crashed off of Bartow
Avenue, close to the Social Sciences building on campus. Therefore, this plan was
created to ensure we have the proper response and actions if this were to happen at the
KSU Sports & Entertainment Park.
III. Crisis Communication Team:

Name of Team Member Position within the What is their role on the
company crisis communication
team?

Zach Kerns Executive director & Crisis manager:

general manager Communicates with top
management, makes
decisions, drafts or
approves major statements,
and notifies the rest of the
crisis communications
team. (Authorized to speak
to the media based on
policies in “employee-
media policy” section)

Joe Skopitz Director of operations & Assistant crisis manager:

assistant general manager assumes responsibility
when the manager is
unavailable. Assists the
general manager in
decisions and drafting
statements. (Authorized to
speak to the media based
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on policies in “employee-
media policy” section)

Kristen Evans Director of business Crisis assistant: Prepares

operations news releases and
statements, contacts the
media, and reports all
actions to the crisis
communications manager.
(Not authorized to speak to
media)

David Bennett Assistant director of venue The control room

management coordinator:
Sets up the meeting
location with necessary
furniture,
equipment,supplies, and
tools (Not authorized to
speak to media)

Erin Wylie Staffing and Social Media Coordinator:

Administration Coordinator Works with Crisis Manager
and Assistant Crisis
Manager to determine
verbiage of social media
posts. Enacts evacuation
protocols on social media.
(Not authorized to speak to
media)

IV. Key Stakeholder Groups:

If the KSU Sports and Entertainment park was facing a crisis, many stakeholders would be
involved and would need to be informed of the situation promptly. In the event of an emergency
incident such as an airplane crash, stakeholders such as local media, government agencies, park
investors, community leaders, university leaders, suppliers, employees and other park and airport
associates would need to be involved in the crisis communication plan and strategy.
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Local Media is an imperative part of the crisis communication plan because it is the medium
used to inform the community of news and information. Federal / State government agencies
would need to be notified to enforce protocols and direct an investigation in the event of an
aviation accident. Another important group that would need to be involved in the crisis plan is
local government agencies. Kennesaw departments such as police, fire, and hospital units would
have to be called to tend to injuries, and possible dangers such as post-crash fires or explosions.
Lastly, other stakeholders that play a major role in the crisis communication plan include park
investors, suppliers, employees, board of directors and community leaders.
A. Local Media:
In the event of a crisis, the public turns to media such as television, newspapers, websites and
radio. Therefore, it is extremely important to be able to quickly notify all media sources. In order
to communicate with, and properly notify local media outlets of an incident, we would develop a
televised news release in a public place. A news release would allow us to inform the news
media and the public, provide commentary and offer answers to any questions they may have
regarding the accident and the people involved.
In order to contact the television media outlets about the press release, we would notify the
primary contact on file for ABC, CBS, FOX and NBC. Each primary contact is a local reporter
that would be likely to cover the news story. For popular, local newspaper media, primary
contacts for both the Atlanta Journal Constitution and the Marietta Daily Journal would be
journalists and/or editors likely to cover the news story. A generic message detailing the incident
would be delivered to everyone within each group.

Name of media Telephone Email Primary contact

outlet

ABC (404) 892-8227 sophia.choi@WS Sophia Choi

BTV.com

CBS (404) 327-3200 shon.gables@cbs Shon gables

46.com

FOX (404) 898-0100 morse.diggs@foxt Morse diggs

v.com
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NBC (404) 892-1611 jcarnes@11alive.c Jerry Carnes

om

Atlanta Journal (404) 897-2292 shaddi.abusaid@a Shaddi Abusaid

Constitution jc.com

Marietta Daily (770) 428-9411 jgillooly@mdjonl Jon Gillooly

Journal ine.com
B. Federal / State Government Agencies:
Another major group to notify would be Federal and State government agencies such as The
United States Department of Transportation, the Federal Aviation Administration, the National
Transportation Safety Board, the Georgia Aviation Authority and the Georgia Department of
Public Safety. The primary and most efficient way to contact these departments would be by
telephone. Each primary contact number is the Office of the Secretary for each administration.
Each group would be contacted individually. In the event that certain departments cant be
reached via telephone, we would reach out to them through email.

Name of Agency Telephone Email Primary contact

The United States (202) 366-6525 N /A USDOT

Department of
Transportation
(USDOT)

Federal Aviation (202) 366-2220 UAShelp@faa.go FAA

Administration v

National (202) 314-6290 N/A NTSB

Transportation
Safety Board

Georgia Aviation (404) 699-4483 fltops@gaa.ga.go GAA

Authority v

Georgia (404) 624-7700 N/A GDPS

Department of
Public Safety
C. Local Government Agencies / Departments:
The first priority in notifying all the publics is notifying the local government agencies such as
police, fire and hospital personnel. In the event of an aviation incident, emergency staff would
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need to be contacted immediately to provide medical care. For the Kennesaw Police Department,
we would contact the primary contact, Division Commander, Captain Kevin Mitchell by phone
first, and email second to ensure he is reached. For the Kennesaw Fire Department, our primary
contact is the fire Chief, Randy Crider. He would also be reached by telephone first and followed
by an email. Lastly, Kennestone Hospital (the nearest Hospital to the KSU Sports and
Entertainment Park) would be reached by phone. Our primary contact for hospital personnel
would be the Chief Medical Officer, Vikram Reddy.

Name of Agency Telephone Email Primary contact

or Department

Police (770) 422-2505 kmitchell@kenne Captain Kevin

saw-ga.gov Mitchell, Division
Commander

Fire (770) 528-8301 randal.crider@co Randy Crider,

bbcounty.org Fire Chief

Hospital (770) 956-7827 N/A Vikram Reddy,

Chief Medical
Officer
D. Other Optional Groups / Stakeholders:
Investors, community leaders, suppliers, employees and board of directors all need to be
contacted in different ways. Internal publics, such as employees and suppliers will be notified
using a chain procedure. The “telephone tree”, in which each person is specifically designated to
call others will be utilized. Everyone would be informed prior to any crises, as to who they are
responsible for contacting. Board members will be reached by telephone or fax. If they cannot be
reached by either, e-mail or other computerized communications will also be used.
Investors and Community leaders will be reached with a general message delivered via email in
addition to a newsletter sent out.

Name of Group / Telephone Email Primary contact

Stakeholder

Investors N/A N/A N/A

Community 404-496-2563 deasterling@kenn Derek Easterling,

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Leaders esaw-ga.gov Mayor of

Kennesaw

Suppliers N/A N/A N/A

Employees (404) 826-5392 dbenne59@kenne David Bennet

saw.edu

Park Board of (404) 227-8912 zkerns1@kennesa Zach Kearns,

Directors (404) 599-6753 w.edu Executive
nwalther@kennes Director
aw.edu Nancy Walther,
Park
Superintendent

Methods of Phone Email Fax News Social Newsletter

Communication Release Media
Local Media X X X

Federal / State X X
Government
Agencies
Local X
Government
Agencies
Investors X X X

Community X X
Leaders
Suppliers X X

Employees X X X

Board of X X X
Directors

V. Meeting Location:
The primary meeting location for an emergency situation at Fifth Third Bank Stadium is the
Perch. This location is decided upon at the beginning of the year amongst the directors of the
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Department of Event and Venue Management and the university police chief. Every event
requires a certain number of staff. Some of the larger events are Atlanta United matches and
Kennesaw State football games. These two events demand the most personnel to run a safe and
well managed event. The leadership of the stadium is told beforehand what the emergency
protocols are so that they are able to respond, react, and lead in any situation. Before every event,
there is something called stand-up and briefing. Stand-up is a meeting of all full-time personnel
and the lead student assistants. This meeting is where everything about an event is looked over
and makes sure everyone is on the same page. This meeting typically takes place 6 hours before
the event starts. One hour before gates open,which is typically 2 hours before the event starts,
there is a meeting called briefing which all staff are required to attend. This includes officers,
full-time, part-time, student leaders, crew call, and security. Rules and regulations are thoroughly
gone over with everyone. One key aspect of this briefing is the evacuation plans of the stadium.

The evacuation plan calls for every event worker to direct the guests to the primary evacuation
location which is the Perch. In times of full stadium evacuation, the Perch becomes the central
hub and command center for all aspects of managing a crisis. The Perch is located right down a
road behind the stadium and avoids crossing any major roads. After fully evacuating the stadium,
all staff will report to the Perch to go over the incident and assist those in need. The address for
the Perch is 390 Big Shanty Rd NW, Kennesaw, GA 30144. This is selected as the primary spot
because it does not require people to cross over any major roadways which allows for emergency
personnel to arrive at the scene faster and easier. It is also a nice central location for staff,
emergency personnel, and patrons to access.

The back-up location will be the Owl’s Nest located across the street from the stadium. This
location will be used if the path to the Perch is deemed unsafe or is cut-off by the incident. The
Owl’s Nest is another property controlled by the stadium and is an easily accessible and
controllable location. With its close proximity to the stadium, this location is ideal to be a central
location for crisis communication staff and personnel. Owl’s Nest address is 3220 Busbee Dr
NW, Kennesaw, GA 30144.
VI. Equipment and Supplies:
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Item Person with responsibility for item

Essential Telephone Numbers Zach Kerns

Cell phone or computer with social media Erin Wylie

access

Radio David Bennett

Crisis Plan Joe Skopitz

Incident Report Kristan Evans

Media List Kristan Evans

VII. Employee-Media Policy:

During a crisis, only select individuals will be allowed to interact with the media. The general
manager and assistant general manager will be allowed to interact with the media with approved
statements from the university. This means that Zach Kerns and Joe Skopitz are the only two
allowed to issue a statement to the media. Erin Wylie is allowed to post on the social media
accounts with approved verbiage from Zach or Joe. Everyone else will be expected to maintain a
holding pattern and refer everyone to either Zach or Joe for official statements.
If a non-approved employee is approached and asked a question, the employee will say “I have
no comment on this issue if you have any questions please direct them to our general manager or
assistant general manager.” The employee will then notify the person asking how to get in
contact with them. The employees will be reminded that they cannot comment on the current
crisis and make sure that the appropriate steps are followed so the message that is being sent out
is universal and unified. All media interactions must try to minimize speculation and maximize
discretion. When in doubt defer to approved crisis communicators.
Employees are expected to follow the following policies and trainings:
Employee Social media policy during a crisis
No personal social media posts will be allowed during this time. Those that fail to follow this
mandate are subject to suspension and/or termination.
No photos of the incident will be allowed to be taken for personal or media use.
No statements about the ongoing crisis will be allowed.
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No personal updates on social media outlets will be allowed.

The only social media posts regarding the situation will come from our own social media handles
and posted by our social media coordinator, Erin Wylie. These posts will be approved by Zach
and Joe before being posted.
Personal Status Updates Policy
Employees will only be allowed to notify friends and family that they are okay during a crisis. If
asked for more details, employees are asked to use discretion and ask family and friends to not
ask questions regarding the situation.
Employees will only be allowed to verbalize their own status through phone call, text message,
or in-person.
Trainings
Employees will undergo crisis situation management trainings.
These trainings will cover:
-Interacting with media
-Interacting with patrons
-Interacting with general public
-Appropriate procedures to do when in a state of crisis
Employee Responsibility During Crisis
Employees are to first and foremost protect themselves and make sure everyone in their
immediate vicinity is alright. After ensuring this, employees are then asked to help guide and
direct everyone to appropriate exits for evacuation. Employees are also asked to pay close
attention to their radios for instructions and procedures. Once full evacuation of the venue has
occurred, employees are then asked to follow instructions from authorities and executives like
locking down the stadium and securing the area. After this, employees are then asked to meet at
a rendezvous location at either the Perch or Owl’s Nest, whichever has been selected for the
optimal crisis meeting location.

VIII. Messaging:
Holding Statement
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A plane crash at Fifth Third Bank Stadium involving a plane departing from Mccollum Airport
occurred today at (INSERT TIME). The incident is part of an ongoing investigation and when
more details that can be shared are available; we will disclose those details at an appropriate
time.

For more information or questions regarding the situation please contact our general manager,
Zach Kerns. Please refrain from asking our employees for any more details.

To stay up to date with the latest news and information please check out the website for this
incident at: www.kennesaw.edu/planecrash

Anticipated Questions

During the initial press conference, answers should be short and concise and provide only
official information - NO SPECULATION. The answers must avoid dispelling uncertainty.

1. Where exactly on campus did the aircraft land?

a. [Give location if possible].

2. What buildings were in/around the immediate vicinity?

a. [Re-state location and possible surroundings, like the stadium or west

apartments].

3. Does KSU have a plan to deal with an incident like this?

a. Yes, and it is in action as we speak.

4. Has the School President been notified yet?

a. Yes, the president is aware of the situation and is in contact with her
emergency team.

5. Take us through the response process.

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a. We received a call at [x-time] and we began sending first responders to the

scene. Cobb County and Kennesaw City police officers also arrived on the scene
within minutes. We then activated our major incident/mass casualty plans.

6. How many victims are there?

a. We have X confirmed victims from the aircraft and an unknown number on

the ground. We’re still working through that.

7. Do you have any information about the aircraft? What was its origin and destination?

8. Is there a timetable for the investigation?

a. Not at this time, but we are working in conjunction with state and federal
departments and assisting them by any means necessary throughout their
investigations.

9. Has the FAA been notified?

a. Yes, the FAA has been notified as has the NTSB.

10. Can you give us any information on the pilot?

a. We currently do not have information at this time.

11. Do we know why the plane went down?

a.At this time we cannot disclose any information regarding why the plane went
down. This is an ongoing investigation and can not give out those details at this time.

Press Release

Contact Information

Kennesaw State University Parks and Recreation

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Alex Mascitti

404-123-4567

amascitti@kennesaw.edu

For Immediate Release

Fatality plane crash confirmed at Kennesaw State University Recreation Park

Kennesaw, GA – A single engine plane crashed into Kennesaw State University’s recreation on
[date, time], killing two and injuring several others.

“Kennesaw State University is sad to confirm a fatal accident on our campus,” KSU Police Chief
Bill Weber said. “An aircraft crashed into our recreation park during a student event and
unfortunately there are casualties. We are collaborating with our local and state law enforcement
partners and an investigation is underway.” [Specifics can be added in here]

The plane took off from Cobb County International Airport to an undisclosed destination.

The National Transportation Safety Board is leading the investigation at this time. Details about
the plane and its crew have not yet been released.

Persons who were injured on the ground have been transported to local area hospitals.

Kennesaw State University extends its most heartfelt condolences to the family members of the
victims of this tragedy.

----

Kennesaw State Parks and Recreation is committed to providing parks, sporting facilities and
recreation experiences that enrich the quality of life for our students, staff and visitors on
campus.
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Social Media: Twitter & Facebook

Twitter would likely be the best place to release the first initial statements because of the
structure of the platform. The information could be dispersed much quicker than on Facebook,
and journalists use Twitter to gather and share news themselves. The same post can be used on
Facebook, but to make sure a different audience is made aware of the situation. Facebook has a
much older demographic and many parents and family members

Sample Twitter: @ksusportsrec, – Kennesaw State University regrets to confirm an incident

involving an aircraft on campus. Please avoid the area as first responders clear the area and
perform an investigation. [image of press release][link to news release on KSU website].

Extra

Useful websites

NTSB Office Info https://www.ntsb.gov/about/Pages/OfficeLocation.aspx

Cobb County Int’l https://mccollumairport.com/

Kennesaw State University Directory https://www.kennesaw.edu/directories.php

IX. Social Media Management:

Twitter will be the main source of social media interaction. Focus on @ksusportsrec
@kennesawstfb and @KSUOwlNation. All messages should originate from @ksusportsrec and
be retweeted to verified athletic accounts. KSU sports and rec should apply for twitter
verification immediately in the event of a crisis, so messages from the account will be taken
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seriously. Messaging in the stadium should direct fans and patrons to follow @ksusportsrec for
important information regarding the crisis and evacuation plan. Once the scene has been cleared,
the immediate press release should be pinned to all three accounts. All direct messages to all
accounts should be closed. Tweets should direct attending fans to follow posted evacuation
procedures.
Fifth-Third Bank Stadium should consider having a separate account from @ksusportsrec. This
account would focus only on events happening at the stadium, and would provide event updates.
Similar to @TruistPark or @MBStadium. This account could retweet and interact with other
KSU accounts, but will focus original content on the stadium directly. If this account were to
exist, it would become the primary communication channel for the crisis. This account would
need to be verified.

X. References:
● Fearn-Banks, K. (2017). Crisis communications: a casebook approach. New
York: Routledge.
● Anthonissen, P. F. (2017). Crisis communication: practical Pr strategies for
reputation management and company survival. Vancouver, B.C.: Langara
College.
● Ulmer, R. R., Sellnow, T. L., & Seeger, M. W. (2019). Effective crisis
communication: moving from crisis to opportunity. Thousand Oaks: SAGE
Publications.

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