Crisis Communication Plan
Paul Townes
11/8/12
Risk Assessment
Store/Site crisis
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Irate employee
Irate customer with weapon
Natural Disaster (Store shelter)
o Tornado
o Earthquake
o Flood
Store evacuation
National crisis
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Product recallo Cabela’s brand
o Other brand sold at Cabela’s
Website hacking
Escalation of Store/Site crisis
Crisis Definitions
A crisis may be local (store or site based) or national (product recall or website hacking).
Store crises may include:
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Irate employee- a disgruntled employee creates a conflict or incites violence at the store.
This could include the use of weapons, force and perhaps the taking of hostages.
Irate customer with weapon- A customer enters the store and incites violence.
Natural disaster- Natural disasters may occur, which impact a single store or specific area.
Severe weather including tornadoes may occur, requiring people to take shelter in the store.
Other examples would be earthquakes and flash floods. In such situations, customers and
employees must stay in the store until the situation passes and it is safe to evacuate.
Store evacuation- A crisis may occur that creates the need to immediately evacuate the
store. Examples include a fire within the store, a toxic leak, explosion or fire extinguishers
going off. Such crises would require all people to evacuate the store quickly and orderly.
*** A Store Crisis could escalate to a National Crisis if severe enough. For instance, a shooting in
a store would warrant involvement of corporate HR.***
National Crises may include:
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Product recall- Products may be recalled for various reasons. Pet food or food for human
consumption could be tainted. Other products may be recalled for safety reasons. Others
may be recalled for not functioning properly. Recalls for products that are under the
Cabela’s brand will instigate the crisis plan. Cabela’s will honor the recall of non-Cabela’s
products and help the customer communicate with the parent company. Such recalls will
be accepted at any retail location, but will be managed at the corporate level.
Website hacking- Cyber-attacks, including stealing of customer information, can occur. This
will be handled at the corporate level.
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Escalation of Store Crisis- An isolated store crisis could escalate. Extreme situations at a
store may require involvement of the national crisis management team. Situations that
involve shootings, extreme violence or natural disasters that reach national exposure would
warrant escalation.
Crisis Management Team
Store Crisis:
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Site Manager: The site manager would oversee the crisis. All others on the crisis management
team would report to the Site Manager. For any crisis, Site Manager would contact Corporate
Communications Manager to determine if escalation is necessary. Serves as spokesperson for
local media.
Assistant Site Manager: Would assume duties of Site Manager if Site Manager is unable.
Department Heads: responsible for head counts for evacuations. Also responsible
Human Resources Manager- site: Prepares communications like press releases and speeches.
Briefs Site Manager for speeches. Initiates calling tree and sends text to employees.
Employees : Follow protocols to ensure safety of all customers. Follow all talking points sent by
HR Manager. Refer all interview requests to HR.
National Crisis:
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CEO: Spokesperson for National Crises. Oversees National Crisis. Communicates directly with
next-of-kin via telephone in extreme situations that warrant it.
Corporate Communications Manager: Communicates with national media via press releases,
interviews, etc. Manages social media responses (Facebook, Twitter, etc.) Prepares CEO for
speeches if necessary. Communicate with all HR managers at individual stores.
Site Managers- Communicate with all employees at their store.
Emergency Operations Center
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Primary- Corporate Headquarters, Sidney, Nebraska. The primary site will be used for any
national crisis, product recall, website related crisis, crises escalated from stores and for ongoing
media relations after a store crisis.
Alternate- Store location. The alternate site will be used for local media relations during a site
crisis.
Alternate #2- local hotel conference center. If a store site is compromised due to a crisis, an
alternative EOC will be used.
Communication Strategy
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Store shelter- For crises that require people to take shelter in the store (Tornado, Earthquake,
flash flooding), employees will communicate directly with the customers, instructing them
where to go and what to do. Instructions will also be given over the store PA system.
Designated employees will alert people in the parking lot to take cover in the store.
Customer evacuation- For crises that require people to be evacuated from the store, employees
will usher people out using the appropriate exit. Employees will guide customers to alternative
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exits as necessary. Designated employees will contact local authorities (911). If safe, a
designated employee will issue instructions over the store PA.
Employee communication
o Call tree- Establish redundant call tree (each person is contacted by and contacts 2
people. Thus, if one person is missing, the call tree continues.).
o Text tree- Communications liaison sends text to all employees.
o Talking points- Provide email to all employees with talking points to respond to any
family/friend’s questions. Refer all interview requests to Human Resources contact.
Media communication
Store Crises
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Within 24 hours send press release to local media outlets.
Refer all interview requests to Human Resources Manager.
Site Manager will serve as official spokesperson unless escalated to Corporate.
National Crises
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Within 24 hours send press release to national media outlets.
Refer all interview requests to Corporate Communications manager.
CEO will conduct press conference within 24 hours of crisis.
Corporate Communications Manager will update Facebook, Twitter and corporate
website with information, contact numbers, etc.
o Post links and critical information on the Cabela’s home page.
Family communication
o Contact via telephone emergency contact for any employee directly injured.
Partner communication
o Critical for product recalls. What is the partner’s protocol for their product recall?
Provide customers and media with contact numbers, websites, etc.
Investor communication
o Within 24 hours send press release to financial news outlets.
o Within 24 hours send email communication to executive team and board of directors
with updates, talking points and next steps.
Employee Training Protocol
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Site-based trainingo Written Inclusion in New Employee Orientation
 Yearly review of crisis communication plan for specific site.
 Individual responsibilities
 Manager responsibilities
 Communication protocols
o Simulations every 6 months (different scenario each time)
 Store evacuation- Partner with local authorities for simulations for fire, disaster
or other evacuations.
 Call/text tree- Site communications liaison maintains trees, updating for
employee turnover. Surveys employees quarterly to ensure updated
information.
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Store shelter- Ensure employees know what to do and who is responsible for
sweeping the store and ensuring all employees and customers are in the proper
place.
Corporate:
o Review Corporate Crisis Communication Plan on yearly basis. Update as necessary.
Communicate updates to all employees through Human Resources and Site Managers.
o Train Corporate Communications Manager and HR Managers on communicating via
social media, including Facebook, Twitter and the Cabelas.com website to monitor
customer reaction and communicate with publics during a crisis. Learn nd incorporate
new social media vehicles as they develop.
Cabela’s Crisis Management Team
CEO
Corporate
Communications
Manager
Site Manager
Human
Resources
Manager (Site)
Assistant Site
Manager
Department
Heads
Employees