UAMS Crisis Communications Plan
Introduction
The UAMS Crisis Communications Plan provides action steps for the coordination of
communications within the university community, and between the institution, the media
and the public in the event of a crisis situation.
Definition of a Crisis
A crisis is any situation or event that has a major impact on UAMS or its reputation.
Examples of a crisis situation may include such things as accidents with mass injuries,
tornadoes, disease outbreak, fires, bomb threats, deaths or serious, shootings, major
crimes or major disruptions of campus operations. Crisis situations may include police
investigations, protests or other situations that require a public response.
Who to Call
All emergencies on campus should be reported immediately to UAMS Police at 501-6867777 or to 911. The Chancellor of UAMS has designated the Office of Communications
& Marketing as the official voice and clearinghouse for communications for the
university. All communications involving UAMS should be handled by that office.
Assistance is available by calling the Office of Communications & Marketing at 501686-8998 or 24-hours a day by paging 501-395-5989.
While each situation is unique, requiring customized messaging and in‐depth
evaluation of strategy, the plan outlined here is intended to provide a framework for
effective coordination and communication should a crisis situation occur.
Scope
The audiences for this plan include UAMS faculty, staff, students, patients, visitors,
alumni, supporters, donors, UA System officials, Board of Trustees members, state, local
and federal officials, the public and media. This plan is not intended to change the way
emergencies are initially reported or to circumvent the Campus Emergency Management
plan. Rather it supports that plan and the Emergency Response team. For situations
involving disaster preparedness, such as a Code Black situation, please also see the
Emergency Preparedness plan and organizational chart.
Goals
As a state-supported institution and the only academic health sciences center in the state
of Arkansas, UAMS’ goals when a crisis or emergency situation occurs will be to:
Communicate openly, honestly and proactively with the University’s constituents,
recognizing the importance of avoiding panic, speaking with one voice, minimizing
rumors and balancing the public’s right to know under the Arkansas Freedom of
Information Act with individuals’ legal rights to privacy (HIPAA, FERPA).
UAMS will respond quickly to immediate threats to the well‐being of patients, visitors,
students, faculty, staff and visitors. In situations involving threats to safety and security,
the Clery Act requires UAMS to issue timely notices to the university community. If an
incident falls under the Clery Act, UAMS will issue a statement immediately.
Communications & Marketing staff will provide regular updates of information to media,
patients, visitors, staff, students and the public as facts become available.
Procedures:
1. Crisis Communications Team Convened
If the Emergency Preparedness team or events warrant the designation of a crisis
situation, the Associate Vice Chancellor for Communications & Marketing shall assume
the role of public information officer and convene the Crisis Communications Team.
That Core Team will include:
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Associate Vice Chancellor for Communications & Marketing
Chancellor
Vice Chancellor for Communications & Marketing
Hospital Director or appropriate department head or chief in affected area(s)
Director of Communications
Director of University Relations
Director of Web Center
Manager of Media Relations
Vice Chancellor for Administration & Governmental Relations
Associate Vice Chancellor for Human Resources
Emergency Preparedness Manager
Director of Telecommunications
Other personnel will be added to this core team as needed.to form the larger Crisis
Communication Team, which will then formulate a response based on the nature
of the crisis. Initial Steps.
2. Spokesperson is designated.
In most cases the Associate Vice Chancellor for Communications & Marketing
and/or the Chancellor of UAMS will serve as official UAMS spokespersons.
However, in some situations, other leaders in various UAMS areas who have direct
knowledge of the situation or appropriate expertise such as physicians or deans of
colleges or directors of the hospital or institutes may be asked to speak on behalf of
UAMS. That will be determined by the Crisis Communications team.
3.
Location of Communications Command Center Determined.
The Cranford Conference Room or the Atrium area of the College of Public Health
will be used as the command center where media will be met by Communications
staff and given regular updates. UAMS will also utilize its uplink capabilities to
provide regular updates
4. Facts gathered and statements written for distribution to patients and families,
media, students, staff, and key constituents including UA System President and
Board, Governor, elected officials, donors and supporters.
5. UAMS leaders, staff , students, patients and constituents are notified by mass
emails, college list servs, UAMS Web site postings, phone trees, and other
vehicles working with appropriate UAMS and UA System leaders.
6. Updates to UAMS community, Constituents and media are regularly issued
7. Government agencies notifed – As appropriate, UAMS Communications &
Marketing will interace with other state and local agencies such as the
Department of Health and Department of Human Services, mayors office.
8. Media Briefings/News Conferences – If needed briefings can be held with
UAMS officials and media. Uplink can also be utilized.
9. News Releases will be prepared and distributed as needed.
10. Campus Forum – UAMS leaders will convene a campus forum if needed
11. Local Community Forum – If the situation has an impact on local residents,
UAMS Communications & Marketing will distribute information to that
neighborhood or arrange for a community forum where UAMS leaders can
answer questions. A telephone hotline answered by UAMS Communications &
Marketing staff to provide information can also be established.
12. Information for Hospital and Campus operators – Statements to use in
answering questions will also be distributed to UAMS operators. Information for
use in referring phone calls will also be distributed.
13. Information and regular updates will be posted to the two UAMS Web sites as
well as to Facebook, Twitter and other social media.
14. Social media monitoring - Web Center and other Communications staff will
continually monitor blogs, and other social media for comments and issue
responses as appropriate.
Debriefing.
After the crisis has ended, the Crisis Communications Team should reconvene within a
week to review all actions taken as a result of the crisis and determine effectiveness and
efficiency of operations and make any needed changes to the Crisis Communications
Plan.