Crisis Management Plan in Action
Dr. Phillip Clampitt
Cases in Public Relations and Media Management
Employed for Crisis: May 1, 2007
Communications Innovations:
Jennifer Becher
Danielle Behrle
Chelsea Brunning
Tyler Hoffman
Denise Martin
Richard Swiatnicki
Table of Contents:
Introduction Letter………………………………………………………………………...... 3
Overview of Bay Beach Wildlife Sanctuary………………………………………………... 4
Crisis Management Team Members………………………………………………………... 6
Crisis Management Team Contact Information…………………………………………….. 8
Crisis Control Center……………………………………………………………………….. 9
Crisis Assessment…………………………………………………………………………... 10
Overview
Crisis Flow Chart
Likely Scenarios
Crisis Management Rehearsal Dates………………………………………………………... 15
Incident Report Form……………………………………………………………………….. 16
Strategy Worksheet…………………………………………………………………………. 32
Proprietary Information……………………………………………………………………... 35
Stakeholder Information……………………….…………………………………………… 37
Prepared Press Kit…………………………………………………………………………... 42
Post Crisis Evaluation………………………………………………………………………. 43
2
Introduction Letter:
April 12, 2007
To the employees and volunteers at Bay Beach Wildlife Sanctuary:
First, I would like to thank all who worked so hard in putting together this Crisis
Management Plan. The plan has been well thought out, and, if a crisis were to occur, it seems to
cover any potential situation that that may arise.
It is essential that the Crisis Management Plan we have created be strictly adhered to and
practiced regularly. I cannot stress enough the importance of following our well developed plan.
If updated regularly, the changes that are made will help keep our organization ahead of the
game.
For many decades, Bay Beach Wildlife Sanctuary has maintained a solid reputation as an
organization offering refuge to an assortment of animals, especially those that are sick or injured.
We take pride in providing the public with a free source of entertainment and educational
information.
Although we have faced some struggles along the line, thankfully, we’ve always
managed to get through them. This Crisis Management Plan will help us in preparing for the
future. For any crises that may befall us, we, as an organization, will be prepared. For that
reason, I urge you all to take it very seriously.
Once again, I would like to thank all who put the time and effort into helping prepare us
for the future. This plan will benefit the sanctuary, the employees, and the public, all of whom
are key to our great past, and a bright future.
Sincerely,
Danielle Behrle
Danielle Behrle
Director: Bay Beach Wildlife Sanctuary
3
Overview of Bay Beach Wildlife Sanctuary:
The Bay Beach Wildlife Sanctuary is Green Bay’s largest city park. A beautiful 700-acre
urban wildlife refuge, the park is open to the public year-round. With no admission fee, the
sanctuary’s mission is to provide an urban wildlife refuge where people can interact with
wildlife, plants, and other natural resources through education and recreation.
The Wildlife Sanctuary has three different recreational buildings. The Observation
Building/Resch Conservation Wing features:




Shelled corn for sale to feed the waterfowl
Birds of prey and waterfowl exhibits
Animal nursery viewing
Wildlife rehabilitations area
The rehabilitation program began in 1935. Originally beginning as a waterfowl
rehabilitation site, today, it receives over 2,000 injured or orphaned animals every year. The
goal of the rehabilitation program is to release as many of the animals back into the wild as
possible. If an animal can no longer survive in the wild, it will remain in the sanctuary, and if
properly trained, will become an ambassador.
The Nature Education Center has three floors of possible activities for hands-on learning.
The possibilities include:
 Hands-on “Critter Encounter”
 Stop-N-Gander Gift Shop
 Discovery Rooms
 Hollow Tree/Burrow Exhibits
 Whistling Wings Art Gallery
 Estuary Room
 Library
 Animal Encounter Pods
The Animal Encounter Pods consist of four hands-on exploration stations: Insects &
Spiders, Reptiles & Amphibians, Birds and Mammals.
The Wildlife Habi-Trek takes you to the Woodland Building and the Grassland Habitat.
This area of the park includes both daytime and nocturnal forest animals. The exhibit includes
everything from wolves and cougars to bobcats and fishers. The indoor portion of the Woodland
Building includes animals such as: flying squirrels, mink, opossums, turtles and snakes. Visitors
can then walk from forest to field for other discoveries in the Grassland Habitat where whitetailed deer, sandhill cranes and coyotes can be seen. It is here that visitors have the opportunity
to climb the Observation Tower and participate in the Eco-Learning Stations.
4
Things to do at the Bay Beach Wildlife Sanctuary include:
 6.5 miles of trails to hike or ski
 Observe animals in the Wildlife Viewing Areas
 Take part in the Jr. Naturalist & Jr. Ecologist Program
 Have a picnic in one of the many Picnic Areas
Bay Beach Wildlife Sanctuary
1660 East Shore Drive
Green Bay, WI 54302
(920) 391-3671
5
Crisis Management Team:
Jennifer Becher – Risk Assessment Officer – Green Bay Parks
Department
Jenni is a Risk Assessment Officer for the Green Bay Parks and
Recreation Department. She has worked with the Bay Beach Wildlife
Sanctuary for years dealing with the after math of injured patrons and
staff members.
Danielle Behrle – Senior Animal Keeper/ newly appointed Director at
the Bay Beach Wildlife Sanctuary
Danielle is the Senior Animal Keeper for the Bay Beach Wildlife
Sanctuary. She has worked for the sanctuary for more than 15 years
working closely with the sanctuary animals and staff. Due to the untimely
loss of Wildlife Sanctuary Director Ty Baumann, Danielle will be
fulfilling his role as Director of the Bay Beach Wildlife Sanctuary.
Chelsea Brunning – Media Relations – Leonard and Finco Public
Relations Firm
Chelsea is a representative from the public relations firm Leonard and
Finco, a PR firm with 60 years of combined experience. She has aided
the public relations aspects for the Bay Beach Wildlife Sanctuary for
several years.
Tyler Hoffman –Department of Homeland Security
Tyler is the representative from the Department of Homeland Security.
Along with his task force, Tyler is maintaining up-to-date information on
the recent outbreaks of Brucellosis and the safety and security of the
Green Bay public.
6
Denise Martin – Chief of Police
Denise is the Green Bay Chief of Police. Her department is a past winner of
the Herman Goldstein Award for excellence in problem-oriented policing.
She has had a casual relationship with the Bay Beach Wildlife Sanctuary
through past crises and through patrolling the facility. Denise is a common
visitor at the wildlife sanctuary as a visitor
Rich Swiatnicki – Center for Disease Control
Rich is an employee from the Center for Disease Control, he is assigned
to work with the Bay Beach Wildlife Sanctuary due to the threat of
Brucellosis. He is the crisis management team’s expert on this disease
and plays an active role in the eradication of Brucellosis from the
Sanctuary.
7
Crisis Management Team Contact Sheet:
Jenni Becher
920-585-1378
Bowejl27@uwgb.edu
Danielle Behrle
920-265-4855 - Primary
920-883-4730 – Secondary
Behrdl05@uwgb.edu
THH – Apt 203 – C
Chelsea Brunning
920-253-8754 – Primary
920-883-4779 – Secondary
Brunca19@uwgb.edu
THH- Apt 202 – A
Tyler Hoffman
920-540-3295
Hofftd04@uwgb.edu
Denise Martin
920-360-7208
Martdc07@uwgb.edu
Rich Swiatnicki
715-732-6000
(Home phone, if you call, please do so after 6:00pm, e-mail preferred)
Swiarg08@uwgb.edu
8
Crisis Management Control Center:
Location I:
Tom Havers Hall
Apartment 202 – A
3302 UVHI Ct.
Green Bay WI, 54311
Location II:
Tom Havers Hall
Apartment 203 – C
3302 UVHI Ct.
Green Bay WI, 54311
Location III:
General Access Computer Lab
Instructional Services 1129
2420 Nicolet Dr.
Green Bay, WI 54311
Primary Contact Source During Crisis
Bay Beach Wildlife Sanctuary
1660 East Shore Dr.
Green Bay, WI 54302
920-391-3671
9
Crisis Assessment – Overview:
In the event of an actual crisis, we have prepared an assessment of potential risks that
could befall Bay Beach Wildlife Sanctuary. We have also evaluated the risks as to likeliness of
the crisis occurrence, and the degree of impact it may inflict on the sanctuary.
We also have prepared a flow chart to guide us step by step as to whom to contact in a
crisis situation and in what order they will be contacted. The immediate concerns are of the
health and well-being of the people within the sanctuary.
We have a list of dates that the Crisis Management Team will use to rehearse the Crisis
Management Plan, in order to be prepared for the event of an actual crisis.
An Incident Report Form was created to keep track of any type of crisis that could
transpire at the sanctuary. By keeping track of incidents we will be better able to prevent such
incidents in the future.
A Crisis Management Worksheet was fashioned to give the CMT members a reference
guide on how to manage crises. This worksheet has specific contact information as well as the
steps that need to be taken in the event of an actual crisis.
10
Crisis Assessment – Flow Chart:
CRISIS!!!
Receiver of
crisis
Police and
Fire/Rescue
Department
All other
employees,
including
volunteers and
Director
Federal
Agencies
Downtown
Office
Public
Relations
firm
Neighbors
Sanctuary
Guests
Media members
11
Stakeholders
/ Investors
Crisis Assessment – Likely Crisis Occurrences:
1. Vegetation
a. Ash Anthracnose Disease - likelihood high, impact medium
b. Dutch Elm Disease - likelihood low, impact low
c. Invasive species
i. Gypsy moths - likelihood medium, impact medium
With thousands of trees and plants on the grounds of the wildlife sanctuary, a
large hit to the vegetation has the potential to devastate the grounds. In order to deal with
this circumstance, the sanctuary currently has a map of every tree on the over 700 acre
property. Random testing is completed periodically to detect and note any tree disease.
In the case of a vegetation disease the DNR would assist the wildlife sanctuary.
2. Animals
a. Visitors poaching- likelihood medium, impact low
b. Visitors stealing (turtles, small animals taken through piano wire)- likelihood
medium, impact low
c. Disease
i. Distemper - likelihood high, impact medium
ii. Rabies - likelihood high, impact medium
iii. Botulism - likelihood low, impact low
iv. Bird Flu - likelihood low, impact high
v. West Nile - likelihood low, impact high
vi. CWD - likelihood medium, impact medium
Due to the large amount of visitors, the vast property, and the limited number of
employees, the wildlife sanctuary staff is unable to keep an eye on every visitor. Some
visitors in the past, namely children have taken small animals such as turtles and
salamanders by reaching through the piano wire that stops visitors from accessing the
exhibits. After business hours, animal poaching has also been a concern. Security
cameras are placed randomly throughout the grounds, but due to the size of the facility,
they are not able to watch everything all the time.
With many species of animals comes the potential for many diseases and
illnesses. Because wild animals that are injured are brought into the wildlife sanctuary
for rehabilitation and release; the potential exists for a diseased animal to come into the
grounds and infect countless others. In order to combat this, the wildlife sanctuary
currently does blood tests on any animal that they suspect may have a disease. The
12
animal is quarantined until the results are obtained within 24-48 hours after the animals
arrival.
3. People
a. Fugitives hiding in sanctuary - likelihood low, impact low
b. Child gets separated from parents - likelihood medium, impact medium
c. Visitor gets injured by animal (geese biting is common) - likelihood medium,
impact medium
d. Animal ambassador (animals that are taken to the public such as schools) injures
community member or student - likelihood low, impact medium
Due to the expansive over 700 acre lot, there is no way to tell if someone could be
using the facility for hiding. The wildlife sanctuary has a strong relationship with the
brown county police department, and works closely with them when a child gets
separated from his or her parents, or in other situations where people are at risk.
There are many animals at the wildlife sanctuary, because of this there is a
potential of an animal injuring a visitor. One of the most common injuries is a goose
bite, this tends to occur when children are feeding geese. This rarely draws blood, and is
not a severe injury.
In an attempt to educate the community, a set of animals are specially trained and
worked with so they can be taken into the public. Animal ambassadors are shown on
parade, taken into the public areas of the wildlife sanctuary by staff, and taken to schools.
The possibility exists for these animals to become afraid and act in an unpredictable
manor. Staff taking these animals into the public are trained to handle them in public
situations. A buffer is always present between the public and the animals as a
precautionary measure.
4. Grounds
a. Vandalism occurs - likelihood high, impact low to medium (pending situation)
b. Fire (forest fires started naturally or by visitor) - likelihood low, impact high
c. Tornado hits sanctuary - likelihood low, impact high
d. Littering (can cause animal injury or death) - likelihood low, impact low
e. Field waste area has potential to leak toxins into water table if illegal dumping
occurs - likelihood low, impact high
Because vandalism can occur anytime of the day, the director of the sanctuary
lives on-site. He walks the entire facility to ensure all of the gates are locked, and that
everyone is gone at the end of the day. He also does rounds in the morning to ensure that
everything is alright prior to opening. This helps them stay aware when vandalism
occurs, this also ensures someone is on-site 24 hours a day incase a situation were to
arise.
The wildlife sanctuary recently built several ground wells to ensure a clean water
supply and to monitor the ground water in the area. In addition, they dredge all of their
ponds yearly to reduce the risk for water borne invasive species and disease. This helps
13
them have a constant awareness of the water conditions and maintain a clean
environment.
5. Finances
a. City of Green Bay cuts funding ($30,000 last year) - likelihood high, impact high
b. Large donor pulls funding - likelihood low, impact medium
The wildlife sanctuary is on the Bay Beach Park grounds, this makes them city
funded. Their budget must be approved yearly by the city of Green Bay. Because of this,
there is a constant fear of the budget being cut. Aside from the city, the wildlife
sanctuary operates on donations made by individual community members. This happens
through their organization Friends of the Wildlife Sanctuary (FOWLS) and by
individuals who donate in one of the donation boxes at the sanctuary. If something
occurred that upset a donor, there is a potential loss of funds.
*** In addition to the crises highlighted above, in this situation, the Wildlife Sanctuary
encountered the death of 30 students on premise, the loss of the director, and the spread of a
highly contagious and potentially deadly disease.***
14
Crisis Management Rehearsal Dates:
Pre-Crisis Dates:
Prior to receiving clues for our crisis we decided to prepare through asking group members
questions about the Wildlife Sanctuary. We are questioning group members for two purposes:
first to ensure we have the appropriate knowledge about the Wildlife Sanctuary, and second to
ensure we are able to employ the ALT process under pressure.
We have determined these dates will be:
April 24, 2007
April 26, 2007
Crisis Dates:
During the active crisis our group will be firing questions at each other to ensure we have a
working knowledge of all components of the crisis.
We have determined these dates will be:
April 28, 2007
April 29, 2007
April 30, 2007
Due to the nature of this crisis we are able to plan dates, under normal circumstances, we suggest
this crisis plan team meet quarterly and as needed to act when crisis occur. This plan will be
tested twice a year to ensure it is up-to date and accurate. This will take place on the last full
weekend in April and the first full weekend in November. These dates were chosen to ensure
everything is up to date prior to the busy summer season, and prior to the winter (when some
animals are moved indoors).
15
Incident Report Form:
CMT Member:_______________________________________
Chelsea Brunning
Time Informed:______________
8:30
Date Informed:____________
04.19.07
Informant:________________________________________
Kristy Klopstein
Channel:_________________________________________
In person
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
Photograph of a crow
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Not able to be determined
Contact Number
____________________________________
_____________________________________
____________________________________
_____________________________________
____________________________________
Implications of Information:_______________________________________________________
Symbolize death
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
I contacted the crisis management team with this information:
Jenni ____
Danielle ___
Chelsea ____
Tyler ____
X
X
X
X
16
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
Chelsea Brunning
Time Informed:______________
9:30
Date Informed:____________
04.26.07
Informant:________________________________________
Adam Halfmann
Channel:_________________________________________
In person
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“The Wildlife Sanctuary blips on the homeland security screen.”
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Department of Homeland Security
Contact Number
____________________________________
202.282.8000
_____________________________________
Police Department
____________________________________
920.448.3200
_____________________________________
Fire / Rescue
____________________________________
920.448.3280
Implications of Information:_______________________________________________________
Unknown at time of clue. Later derived that Brucellosis is a
______________________________________________________________________________
disease used in bioterrorism, this was banned in the 1970’s.
______________________________________________________________________________
______________________________________________________________________________
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
17
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
Jennifer Becher
Time Informed:______________
15:00
Date Informed:____________
04.26.07
Informant:________________________________________
Kristy Klopstein
Channel:_________________________________________
e-mail
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“The Wildlife Sanctuary starts a new program for middle school students interested
______________________________________________________________________________
in conservation.”
______________________________________________________________________________
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Sanctuary Staff
Contact Number
____________________________________
920.391.3671
_____________________________________
Green Bay School District
____________________________________
920.448.2000
_____________________________________
____________________________________
Implications of Information:_______________________________________________________
When clue is received, unknown. Later found that this is reasoning for
______________________________________________________________________________
why the 30 middle school students were at the Wildlife Sanctuary.
______________________________________________________________________________
______________________________________________________________________________
I contacted the crisis management team with this information:
Jenni ____
Danielle ___
Chelsea ____
Tyler ____
X
X
X
X
18
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
Tyler Hoffman
Time Informed:______________
18:13
Date Informed:____________
04.26.07
Informant:________________________________________
Adam Halfmann
Channel:_________________________________________
e-mail
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“The Wildlife Sanctuary opens hunting season to help control the over-population
______________________________________________________________________________
of deer.”
______________________________________________________________________________
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Wildlife Sanctuary Staff
Contact Number
____________________________________
920.391.3671
_____________________________________
Department of Natural Resources
____________________________________
920.662.5100
_____________________________________
____________________________________
Implications of Information:_______________________________________________________
The Wildlife Sanctuary is not able to open hunting to the general
public, rather they are only able to open it to the staff. First this needs to be given the “go
______________________________________________________________________________
ahead” by the DNR and the state of Wisconsin. It is illegal to shoot a gun in city limits unless
proper authorization has been given. This clue than means the Sanctuary staff is able to hunt
______________________________________________________________________________
deer. Later this can be used as a link for why someone has a gun on the Wildlife Sanctuary
premise. This also calls into question if the sniper was a member of the Wildlife Sanctuary
______________________________________________________________________________
staff. This fear was later put to rest.
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
19
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
Chelsea Brunning
Time Informed:______________
21:02
Date Informed:____________
04.26.07
Informant:________________________________________
Adam Halfmann
Channel:_________________________________________
Phone - voicemail
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“Thirty (30) area middle school students senselessly shot dead at the Wildlife
______________________________________________________________________________
Sanctuary.”
______________________________________________________________________________
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Wildlife Sanctuary Staff
Police Department
_____________________________________
Fire/Rescue (EMS)
Patrons at the Sanctuary
_____________________________________
Family of victims
Neighboring Community
Green Bay School District
Friends of the Wildlife Sanctuary
Contact Number
____________________________________
920.391.3671
911
____________________________________
911
920.391.3671
____________________________________
920.448.2000
920.391.3671
Implications of Information:_______________________________________________________
From our previous clues we assume these students were part of the
new program for middle school students interested in conservation. These students being
______________________________________________________________________________
shot means that the park needs to ensure the immediate safety of visitors and the Sanctuary
grounds. This means undue hardship on the families and friends of the victims. It also means
______________________________________________________________________________
there is a potential threat to the public.
______________________________________________________________________________
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
20
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
Rich Swiatnicki
Time Informed:______________
11:46
Date Informed:____________
04.28.07
Informant:________________________________________
Adam Halfmann
Channel:_________________________________________
e-mail
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“Maintenance equipment reported stolen from grounds.”
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Wildlife Sanctuary Staff
Contact Number
____________________________________
920.391.3671
_____________________________________
Police Department
____________________________________
920.448.3280
_____________________________________
____________________________________
Implications of Information:_______________________________________________________
At the point of the clue, the information suggests that someone broke
______________________________________________________________________________
into the maintenance closet and stole some piece of equipment. Later, we find out that this
______________________________________________________________________________
is part of security systems being breached at the Wildlife Sanctuary.
______________________________________________________________________________
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
21
Denise X
____
Rich X
____
Incident Report Form:
CMT Member:_______________________________________
Denise Martin
Time Informed:______________
12:58
Date Informed:____________
04.28.07
Informant:________________________________________
Adam Halfmann
Channel:_________________________________________
e-mail
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“Security systems have been compromised at the Wildlife Sanctuary.”
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Wildlife Sanctuary Staff
Contact Number
____________________________________
920.391.3671
_____________________________________
Police Department
____________________________________
911
_____________________________________
____________________________________
Implications of Information:_______________________________________________________
We felt this clue was related to the last, perhaps the perpetrator stole
______________________________________________________________________________
something like wire-cutters and was able to compromise some system. Because all systems
______________________________________________________________________________
are compromised, we cannot use radios, locks, alarm systems, video cameras, or gates to
______________________________________________________________________________
enclose guests in a safe location, or to contain the perpetrator.
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
22
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
Danielle Behrle
Time Informed:______________
13:43
Date Informed:____________
04.28.07
Informant:________________________________________
Kristy Klopstein
Channel:_________________________________________
Phone
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“A sniper was found at the Wildlife Sanctuary.”
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Wildlife Sanctuary Staff
Contact Number
____________________________________
920.391.3671
_____________________________________
Police Department
____________________________________
911
_____________________________________
Neighboring Community
____________________________________
Implications of Information:_______________________________________________________
If a sniper was found at the Sanctuary, this means that all visitors
______________________________________________________________________________
and surrounding neighbors are in immediate danger. Police need to be called immediately to
______________________________________________________________________________
mitigate the pending threat. We determined this sniper was the one responsible for the death
______________________________________________________________________________
of the 30 middle school students.
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
23
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
Danielle Behrle
Time Informed:______________
16:46
Date Informed:____________
04.29.07
Informant:________________________________________
Kristy Klopstein
Channel:_________________________________________
e-mail
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“Autopsy results found Brucellosis is all victims.”
______________________________________________________________________________
(this was later clarified to 28 out of the 30 victims)
______________________________________________________________________________
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Center for Disease Control
Contact Number
____________________________________
404.639.3534
_____________________________________
Visitors at Wildlife Sanctuary
____________________________________
920.391.3671
_____________________________________
Neighboring Communities
____________________________________
Implications of Information:_______________________________________________________
These students could have been shot because they had Brucellosis.
______________________________________________________________________________
These students could have contracted Brucellosis by touching animals as part of the
______________________________________________________________________________
conservation program. Brucellosis is highly contagious and has the potential to be used for
______________________________________________________________________________
bioterrorism, therefore the neighboring communities are at risk.
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
24
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
Denise Martin
Time Informed:______________
17:42
Date Informed:____________
04.29.07
Informant:________________________________________
Adam Halfmann
Channel:_________________________________________
e-mail
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“Bay Beach Amusement Park receives bomb threat.”
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Police Department
Contact Number
____________________________________
911
_____________________________________
____________________________________
_____________________________________
____________________________________
Implications of Information:_______________________________________________________
Although it is good to be aware of impending danger, the Wildlife
Sanctuary and Bay Beach Amusement Park are two separate entities that share a city park
______________________________________________________________________________
(split into distinct sections). It is good to be aware of this, but we feel it is unrelated to the
events at the Wildlife Sanctuary. The only potential link is Brucellosis and the threat of Bio______________________________________________________________________________
terrorism. Because of this, the moment we became aware of this, we contacted the police
department so appropriate measures can be taken.
______________________________________________________________________________
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
25
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
Chelsea Brunning
Time Informed:______________
17:57
Date Informed:____________
04.29.07
Informant:________________________________________
Adam Halfmann
Channel:_________________________________________
e-mail
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“Internet shows pictures of Brucellosis…rumors.”
______________________________________________________________________________
(later we found out that the rumor of most concern is that the CIA was the one shooting
______________________________________________________________________________
students as part of a cover-up.)
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Wildlife Sanctuary Staff
Contact Number
____________________________________
920.391.3671
_____________________________________
Leonard and Finco Public Relations Inc.
____________________________________
920.965.7750
_____________________________________
____________________________________
Implications of Information:_______________________________________________________
Because of this information, we are dealing with an untrusting
______________________________________________________________________________
public. A public who has seen images of what Brucellosis can do to animals, and is fearful
______________________________________________________________________________
of its implications on humans.
______________________________________________________________________________
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
26
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
Denise Martin
Time Informed:______________
18:57
Date Informed:____________
04.29.07
Informant:________________________________________
Kristy Klopstein
Channel:_________________________________________
e-mail
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“Rumors surface that the U.S. government knew Brucellosis existed at the Wildlife
______________________________________________________________________________
Sanctuary.”
______________________________________________________________________________
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Leonard and Finco Public Relations Inc.
Contact Number
____________________________________
920.965.7750
_____________________________________
____________________________________
_____________________________________
____________________________________
Implications of Information:_______________________________________________________
Because these are rumors and we do not have 100% concrete
______________________________________________________________________________
information to support these, we must state that it is under investigation. We have some
______________________________________________________________________________
proofs to support this theory, but can not be certain without more information.
______________________________________________________________________________
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
27
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
Tyler Hoffman
Time Informed:______________
20:10
Date Informed:____________
04.29.07
Informant:________________________________________
Adam Halfmann
Channel:_________________________________________
Phone
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“The director of the Wildlife Sanctuary has just committed suicide.”
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Wildlife Sanctuary Staff
Contact Number
____________________________________
920.391.3671
_____________________________________
Fire/Rescue
____________________________________
911
_____________________________________
____________________________________
Implications of Information:_______________________________________________________
The Wildlife Sanctuary is without their long-time leader, or a
______________________________________________________________________________
director.
______________________________________________________________________________
______________________________________________________________________________
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
28
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
Jennifer Becher
Time Informed:______________
20:48
Date Informed:____________
04.29.07
Informant:________________________________________
Kristy Klopstein
Channel:_________________________________________
Phone
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“The FBI and CIA have taken control of the Wildlife Sanctuary.”
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Wildlife Sanctuary Staff
Contact Number
____________________________________
920.391.3671
_____________________________________
FBI
____________________________________
202.324.3000
_____________________________________
CIA
____________________________________
703.482.0623
Implications of Information:_______________________________________________________
The Wildlife Sanctuary is no longer under control of the staff or
______________________________________________________________________________
local authorities.
______________________________________________________________________________
______________________________________________________________________________
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
29
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
Chelsea Brunning
Time Informed:______________
21:50
Date Informed:____________
04.29.07
Informant:________________________________________
Phil Clampitt
Channel:_________________________________________
Phone
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“University Ave., Bayshore Dr., up through UWGB campus in now quarantined by
______________________________________________________________________________
the Department of Homeland Security and the FBI. No one in, no one out.” (Thus, CIA is
______________________________________________________________________________
not involved.)
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
Wildlife Sanctuary Staff
Contact Number
____________________________________
920.391.3671
_____________________________________
Department of Homeland Security
____________________________________
202.282.8000
_____________________________________
FBI
____________________________________
202.324.3000
Residents in quarantined area
Implications of Information:_______________________________________________________
The residents in the quarantined area are highly concerned, the rest
______________________________________________________________________________
of Green Bay is on high alert.
______________________________________________________________________________
______________________________________________________________________________
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
30
Denise ____
X
Rich ____
X
Incident Report Form:
CMT Member:_______________________________________
CMT – whole group
Time Informed:______________
8:45
Date Informed:____________
05.01.07
Informant:________________________________________
Phil Clampitt
Channel:_________________________________________
In person
Date of Incident:______________
unknown
Time of Incident:______________
unknown
Location of Incident:_______________________________
unknown
Message:______________________________________________________________________
“Rumors are surfacing that Brucellosis is infecting Green Bay community’s dogs and
______________________________________________________________________________
cats, and that pets are dying from this disease. The quarantined area is extended to include all
______________________________________________________________________________
of East Green Bay.”
______________________________________________________________________________
Stakeholder of Concern
_____________________________________
CDC
Contact Number
____________________________________
404.639.3534
_____________________________________
Residents in quarantined area
____________________________________
_____________________________________
Residents of Green Bay
____________________________________
Implications of Information:_______________________________________________________
Fear in residents of Green Bay, both quarantined and
______________________________________________________________________________
non-quarantined. These are rumors, but ones that concern a vast number of people with pets.
______________________________________________________________________________
Making them feel safe is the most important thing.
______________________________________________________________________________
I contacted the crisis management team with this information:
Jenni ____
Danielle ____
Chelsea ____
Tyler ____
X
X
X
X
31
Denise ____
X
Rich ____
X
Crisis Management Strategy Worksheet:
In identifying potential crisis within the Bay Beach Wildlife Sanctuary, we have
uncovered several types and degrees of crisis. We have developed a “how to handle” list for
each of these crisis situations.
How to Handle: A Crisis that Poses an Immediate Safety Risk to Visitors or
Community
This group of scenarios would include things such as loose animals and fires. In a case of
a crisis that poses an immediate safety risk to visitors at, or surrounding communities of the
wildlife sanctuary, we propose the following steps:
Notify
1) Notify the Green Bay police/ fire and rescue via radio
2) Notify all staff on premise via radio
Mitigate Impact
3) Close and lock any gates that would minimize the potential risks involved (If an
animal is loose, lock the nearest gate that will protect the rest of the patrons)
4) Gather all visitors and escort them to safety, use appropriate vehicles for action (if
high urgency or risk, gather via pick-up truck)
5) Ensure that all visitors are safe
6) Have one staff member file incident report forms with all injured visitors and
gather eyewitness accounts
7) Close park to public until the public is safe
8) Ensure animal safety (capture any loose animal, or escort those at risk to safety)
(do not do this if it poses a high risk to the staff, if assuming any risk, proceeded
with caution)
9) File incident report forms for all staff members and animal injured
Assess
10) Gather full knowledge of the incident from incident reports
11) Determine who or what is at fault
12) Discern necessary precautions to implement in the future
Inform
13) Contact Leonard & Finco Public Relations Inc. with all known information (this
is the sanctuary-hired PR firm)
a. Discern main message (you only get one)
b. Write and e-mail press-releases containing accurate information (keep
main message)
c. Write letter explaining incident and the impact it has on sanctuary, mail to
stakeholders (keep main message)
14) Set-up a time to meet with key media members (keep main message)
32
Recover
15) Implement necessary precautions for the future
Assess Outlook
16) Poll stakeholders and public to determine their feeling towards the wildlife
sanctuary
How to Handle: A Crisis that Poses a Health Risk to Animals/Vegetation, but not to
Visitors
This group of scenarios would include things such as distemper and invasive species. In
a case of a crisis that poses a health risk to animals or vegetation at the wildlife sanctuary, but
does not pose a threat to visitors, we propose the following steps:
Notify
1) Notify sanctuary staff via radio code at first sighting
Assess
2) Become educated on the disease/invasive species (the chief naturalist or sanctuary
veterinarian may have experience or knowledge)
3) Determine scope of crisis (using staff and interns who are knowledgeable, in
larger instances use the DNR’s assistance)
4) Plan and hold a meeting with sanctuary staff to talk about the crisis, inform them
of the situation, possible outcomes, and what to do with infected animals or
vegetation
Mitigate Impact
5) Mitigate the spread of disease by quarantining animals or areas of vegetation that
are infected
6) Begin to treat animals or vegetation as needed (recruit assistance of sanctuary
veterinarian and R-PAWS program members)
Inform
7) Contact Leonard & Finco Public Relations Inc. with all known information (this
is the sanctuary-hired PR firm)
a. Discern main message
b. Write and e-mail press releases to local media outlets (using main
message)
c. Notify stakeholders of concern for animals via a special letter or the
Honker (pending immediacy and when the next Honker is to be released)
(using main message)
Recover
8) Release animals that are recovered
9) Continue to monitor the populations affected
Assess Outlook
10) Poll stakeholders and public to determine their feeling towards the wildlife
sanctuary
33
How to Handle: A Crisis that Poses a Risk to the Reputation of The Bay Beach
Wildlife Sanctuary
This group of scenarios would include things such as an advocacy group protest. In a
case of a crisis that poses a risk to the reputation of the wildlife sanctuary, we propose the
following steps:
Notify
1) Notify Sanctuary Staff via radio code (if this concern is on premise)
Assess
2) Become knowledgeable of the public concerns, including intensity of concern
3) Hold a meeting for sanctuary staff where all staff members are informed of the
public concern, and how it affects the sanctuary
Mitigate Impact/Inform/ Recover
4) Contact Leonard & Finco Public Relations Inc. with all known information (this
is the sanctuary-hired PR firm)
a. Determine the main message
b. Discuss concerns with the main group or media source that posed concern
c. Write and send a special letter containing the sanctuary’s perspective to
key stakeholders
d. Write and e-mail press releases containing the sanctuary’s view to the
media
e. If necessary hold a meeting with media to discuss the sanctuary’s main
message
Assess Outlook
5) Poll stakeholders and public to determine their feeling towards the wildlife
sanctuary
How to Handle: A Crisis that Poses a Financial Detriment to the Bay Beach Wildlife
Sanctuary
This group of scenarios would include things such as budget cuts from the city. In a case
of a crisis that poses a risk to the financial wellbeing of the wildlife sanctuary, we propose the
following steps:
Assess
1) Become knowledgeable of the current financial situation
Notify
2) Notify Sanctuary Staff via meeting
Mitigate Impact
3) Discuss ways to use money more efficiently or earn funding to mitigate loss
Inform/ Recover
4)
Contact Leonard & Finco Public Relations Inc. with all known information
(this is the sanctuary-hired PR firm)
a. Determine the main message
b. Write and send a special letter containing the sanctuary’s perspective to
key stakeholders
c. Write and e-mail press releases concerning the crisis, send to media
Assess Outlook
5) Poll stakeholders and public to determine their feeling towards the wildlife
sanctuary
34
Proprietary Information:




Radio Code
With media tracking most radio communications in the Green Bay area, Bay
Beach Wildlife Sanctuary has designated a specific radio frequency that allows for them
to communicate directly with one another within the park privately. This means that park
employees do not have to deal with the media hearing any private for emergency
information being stated. Although convenient, this of course is void as soon as the
police are called to a situation, for they use a public channel. For this reason, the park
has developed different codes to use in case an emergency situation was to occur.
In the instance that a major crisis would happen, the media would not be aware of
the situation until the public radio channels were used to communicate information. This
allows for some order to be taken before the park has to implement their crisis
communication plan to “save-face” within the eyes of the media. It is their number one
concern to make sure the public is safe, and once that has happened, the park officials can
more effectively handle the situation, and the questions from the media concerning the
event.
Profit Gift Shop
Bay Beach Wildlife Sanctuary has only two sources of revenue from the general
public. Visitors are able to purchase a bag of corn to feed the ducks and geese at 50 cents
per bag, as well as purchase gifts and memorabilia from a gift shop on site.
Because the wildlife sanctuary is, to some extent, a separate entity within the
public park system, they prefer not to share information concerning their revenue within
the gift shop. This information is not private, but simply doesn’t hold relevance to any
situation. Though the revenue is minimal, they prefer to appear as a volunteer based city
organization that runs from closely watched and constantly decreasing city budget. They
would prefer to emphasize their strong efforts in creating programs of their own to help
raise money for the park as well as increase donations to fund the programs and animal
care.
Individual Salaries
Like any employee of an organization, wages are a personal topic and are not
shared among guests, or coworkers. This is not a secretive act, but simply a form of
respect for each individual employee’s privacy. Most of the employees are volunteerbased, so there are minimal full-time employees to begin with, but wages are still not
relevant for public knowledge.
Instruments for Unruly Animals
Although no one wants to think about the worst possible scenario, it must be dealt
with for the safety of the public. Since wild animals are on site, proper training must take
place in the rare instance that an animal were to attack a human.
There are a few different methods that would be used to contain the aggressive
animal in any given situation. First, the employees are trained with blow darts and
tranquilizers. The first step is to regain control over the animal’s aggression in the most
35

humane manor. By tranquilizing the animal immediately, the park hopes to keep control
over a situation without taking any drastic actions.
As one would expect, a human’s life is valued over the animal. If the situation
were to be so extreme that a tranquilizer would not suffice, the park staff is also trained to
use a shotgun. First and foremost visitors must remain safe. Although rare, if this
instance were to occur, the human life comes first.
Euthanizing Procedure for Food
All animals must eat, and seeing as birds of prey require more than just corn, the
park is responsible for providing the correct amount of food for the animals. Although
some may worry about inhume acts of feeding carnivores dead animal carcasses, the
process is very clear cut.
For the larger mammals, donated deer carcasses are used as food. These are often
deer that are killed by vehicles on the highway. These animals are monitored based on
where they were killed and only the pure meat of the animal becomes feed for the
mammals.
For the birds of prey, the food comes from the raising of chicks. Although they
used to use live rats, and occasionally do, large budget cuts have caused them to purchase
a food source that is most effective while still very affordable. The chicks are raised in
an enclosed room designated for raising and euthanizing chicks. Purchased from a large
chain supplier, the chicks are raised for approximately three weeks providing them with
food and nutrients to benefit the birds of prey, and are gassed to ensure that they will not
suffer from an inhumane death.
36
Stakeholder Contact Information:
Sanctuary Staff:
Ty Baumann, Director
Frank Roznik, Manager
Mike Reed, Curator
Lori Bankson, Senior Animal Keeper
Kim Diedrich, Chief Naturalist
Jody Sperduto, Naturalist
Mark Payne, Ranger
Fluffy Aerts, Office
Central Intelligence Agency
Central Intelligence Agency
Washington D.C. 20505
(703) 482-0623
Police Department
307 S. Adams
Green Bay, WI 54301
Emergency: 911
Non-Emergency: (920) 448-3200
Corporate Board of Directors of
F.O.W.L.S. Jay Hamann, President –
Treasurer
1660 East Shore Drive
Green Bay, WI 54302-1285
(920) 391-3671
Leonard & Finco Public Relations Inc.
1039 W. Mason St.
Green Bay, WI 54303
(920) 965-7750
Fire Department
501 S. Washington
Green Bay, WI 54301
(920) 448-3280
Friends of the Bay Beach Wildlife
Sanctuary, Inc. (F.O.W.L.S.)
1660 East Shore Drive
Green Bay, WI 54302-1285
(920) 391-3671
Donors to the Bay Beach Wildlife
Sanctuary
Center for Disease Control and
Prevention
1600 Clifton Rd.
Atlanta, GA 30333
(404) 639-3534
Parks Recreation and Forestry
Department
100 N. Jefferson
Green Bay, WI 54301
(920) 448-3365
Department of Homeland Security
U.S. Department of Homeland Security
Washington, D.C. 20528
(202) 282-8000
Department of Natural Resources (DNR)
Northeast Region Office
2894 Shawano Ave
Green Bay, WI 54307
(920) 662-5100
Federal Bureau of Investigation
J Edgar Hoover Building
935 Pennsylvania Ave, NW
Washington D.C. 20535
(202) 324-3000
37
Forestry Division Assistance:
(920) 662-5156
Gypsy Moth Assistance: (920) 662-5430
Forest Health Assistance: (920) 662-5172
Wildlife Assistance: (920) 662-5428
Festival Foods
2250 W. Mason St.
Green Bay, WI 54303
(920) 496-2966
Festival Foods
2534 Steffens Ct.
Green Bay, WI 54311
(920) 465-3800
Green Bay School District
200 S. Broadway
Green Bay, WI 54303
(920) 448-2000
Fleet Farm
2460 W. Main St.
Green Bay, WI 54311
Columbia Serum Pharmaceutical
Stakeholders
Concerns
Residents:
Rehab animals
Mammals
“Guest” Animals
Rehabilitating,
feeding,
comfortable
environment
Investors:
F.O.W.L.S.
Donors
City of Green Bay
Corporate B.O.D.
Friends of the Bay
Beach Wildlife
Sanctuary
Media:
PR Firm
Newspapers
News stations
Is money being
spent wisely?
Sanctuary is
acting in ethical
manors
Employees:
Volunteers
Paid employees
Veterinarian
Consumer:
Guests
General Public
Tri-County Feed
Public right to
knowledge,
ethical values,
problems should
be visible
The animals,
funding, facilities
up to par,
adequate tools
available and
training
Animal
protection, ethical
values, safety to
themselves/
animals
Power
Legitimacy
Bring in the guests,
can influence
various factors of
park with increased
numbers
Funding,
suggestions will be
taken seriously, can
affect visitor
opinions
Animal rights: they
need help and it
should be given to
them
Severely influence
the public view,
gatekeepers, key
audiences
Constitutional
rights, inform the
city/ area, can aid
the sanctuary with
good publicity
They work for the
sanctuary, many are
certified to work w/
animals, some have
many years invested
in the Sanctuary
Have a right to visit,
sheer interest in the
animals and area,
curiosity of animal
operations
Can sway public
opinion, keep the
facility functioning,
they care for the
animals
Bring in finding,
sources of
donations,
volunteering,
program attendees
(920) 468-4913
38
They give money,
invest, volunteer,
they should be
treated with respect
Community:
Neighbors
General Public
Schools
Government:
DNR
Forestry Dept.
UW-Extension
Program
Park Dept.
Suppliers:
Festival Foods
Fleet Farm
Tri-County Feed
Columbia Serum
Stakeholder
Residents
Safety and
security,
education on
safety and how to
help,
environmental
Safety, revenue,
animal care and
rehabilitation,
education to
visitors,
environmental
Continued
business, have
enough materials
to supply
Media
Source of funding,
hold laws and
regulations, help
regulate/ secure
facility, educating
future helpers, vets,
etc…
Regulates the flow
of materials
K
Animals are
cared for by
Sanctuary.
Animals are
main exhibit at
Sanctuary.
Investors
Can be a large % or
attendances,
reputation
keepers/harmers,
sources of revenue
Choose to
invest/donate
to Sanctuary.
Have a right to visit,
sheer interest in the
animals and area,
curiosity of animal
operations, right to
safety
Direct connections
and ties, hold the
power of
lawmaking/funding,
educated and
informative
They provide
needed resources
I
S
S
Sanctuary has
responsibility
for many of the
animals.
Respect and
treat animals
fairly. Safety of
animals.
Scare animals
on purpose.
Ignore
concerns with
animal.
Acknowledge
relationship
and inform of
potential crisis.
Ignore during
crisis.
Inform with
most accurate
details as
possible.
“No
comment.”
Animals are
important to
the reputation
of Sanctuary.
Have genuine
concern about
Sanctuary.
Media wants to Will tell the
tell a story.
story whether
it is good or
PR firm wants bad.
to provide
relations with
PR firm is
media.
looking out for
best interests
39
Utilize PR
firm’s
resources.
Try to contact
the media
alone.
of Sanctuary.
Employees
Consumers
Community
Government
Choose to
work at
Sanctuary,
some without
pay.
Enjoy and love
wildlife and
benefits of
Sanctuary.
Guests enjoy
wildlife.
Guests are
concerned
about well
being of
Sanctuary.
Guests support
Sanctuary’s
ideals.
Neighbors
choose to live
close to
Sanctuary.
Fund and
support
Sanctuary.
Work in
conjunction
with
Sanctuary.
Suppliers
Value opinions
and concerns
from workers
who are
immediately
involved with
Sanctuary.
Safety first.
Legitimize
comments.
Neighbors like
wildlife and
understand
importance.
Acknowledge
the neighbors’
boundaries.
Budget of city
includes
Sanctuary
because is city
park.
Recognize the
power and
legitimacy of
city.
Sanctuary
utilizes
suppliers on
regular basis.
Regulations
and procedures
must follow
city and state
guidelines.
Health of
animals in
hands of
supplier.
Does not use
others.
Confidence in
companies.
40
Respect and
follow city and
state
procedures.
Take
precautions
with product.
Save packages
and labels for
identification
number.
Push
employees
aside if crisis
concerns.
Let guests
fend for
themselves.
Ignore
comments.
Belittle the
concerns from
neighbors.
Pretend
Sanctuary is
its own entity.
Ignore city
and state
regulations.
Throw labels
away.
Use multiple
suppliers.
Bay Beach Wildlife Sanctuary Press Kit:
The press kit includes the following materials in advance:
 Contact information
 Hours of operation and map of location
 Map of the sanctuary including building locations and hiking trails
 Recent edition of The Honker, the sanctuary newsletter
 Information sheet on the wildlife sanctuary
Items that are to be included in the press kit at the moment of a crisis occurrence:
 Press release for current situation
o Sniper shoots 30 students
o Outer East side quarantined
o Testing sites
o Animal drop-off center moved to NEW Zoo
 Information on the animal, disease or other things involved in the crisis
o Brucellosis Fact Sheet
 Listing of up-coming appearances/public forums on the event
 Green Ribbon to show support for victims’ families
 Listing of educational courses and activities that were available.
See Appendix A
41
Post Crisis Evaluation:
Prior to Post Crisis Evaluation:
1. Notes should be taken during the crisis pertaining to the effectiveness of different forms of
communication.
2. Effectiveness of the plan should also be considered and altered if necessary.
The process for evaluating crisis management performance:
1. Ask all stakeholder groups for feedback, including employees and external stakeholders.
a. Give each stakeholder group the Post Crisis Evaluation Survey that follows and
ask then to complete it as soon as possible.
b. Summarize the results from the stakeholder feedback surveys.
2. Evaluate data from the crisis records.
a. Summarize data from the incident report sheets, the CMT strategy worksheets,
and the stakeholder contact sheets.
b. Determine if there were any noticeable mistakes made by the CMT.
3. Analyze all of the collected data and complete the Post Crisis Evaluation Worksheet
a. Specify in detail what was done well and done poorly.
b. Determine what changes need to be made and what must be retained.
42
Post Crisis Evaluation Survey:
Post-Crisis Evaluation
Crisis: _______________________________________________________________________________
Date of Crisis: _______________ Time: ______ ______ Location: _________________________
What was your role in the crisis? How were you personally affected by the crisis?
Explain:
Was the crisis considered to be a likely occurrence? Circle One:
Yes
No
Some
Explain:
What methods were used to notify the public and how effective were those methods?
Not At All Effective
Neutral
Very Effective
1.
____________________________ 0
1
2
3
4
5
6
7
8
9
10
2.
____________________________ 0
1
2
3
4
5
6
7
8
9
10
3.
____________________________ 0
1
2
3
4
5
6
7
8
9
10
4.
____________________________ 0
1
2
3
4
5
6
7
8
9
10
5.
____________________________ 0
1
2
3
4
5
6
7
8
9
10
What was done correctly?
What should have been done differently?
43
Post Crisis Evaluation Worksheet
POST CRISIS EVALUATION WORKSHEET
CMT Member: __________________________ Date of Crisis: ___________________
Type of Crisis: _____________________________________________________________
We followed the Crisis Management Plan? Circle One:
Strongly Disagree
0
1
2
Neutral
3
4
5
Strongly Agree
6
7
8
9
10
Explain: ___________________________________________________________________
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Evaluation of Procedure: __________________________________________
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Procedures that were completed well:
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Recommendation for changes/improvements
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44