1. Introduction and table of contents
2. A clear statement of your organizational crisis team’s mission in any crisis and a
description of the plan's purpose, including its needs and benefits to your
organization.
3. An identification (utilizing vulnerability analysis) of the:
i. Likely crises your organization could face (categorize these under
the crisis types we have used in class)
ii. Unlikely but highly impactful crises you could face
1. INTRO:
Six Flags’ Crisis Communication Plan thoroughly outlines the procedures
Six Flags must follow in the wake of a crisis. As defined by W. Timothy Coombs
in Ongoing Crisis Communication: Planning, Managing and Responding, a crisis
is “the perception of an unpredictable event that threatens important
expectancies of stakeholders and can seriously impact an organization’s
performance and generate negative outcomes” (2012).
The Six Flags’ Crisis Management Team’s communication plan is an
essential component of the overall recovery process our organization must
endure during and after a crisis. The plan will assist our organization to
continue to be a leader in the entertainment industry, while simultaneously
inspiring children and families through their community outreach programs (i.e.
volunteerism, giving programs, special events, and educational and social
awareness).
Our team recognizes the importance of communication during a crisis.
Therefore, the plan devised serves as a guideline to facilitate and ensure that
all communication is efficient and effective.
2. MISSON/PURPOSE:
The Six Flags’ Crisis Management Team’s mission is to provide our
stakeholders with an all-encompassing, high standard contingency plan to
guarantee their safety, well being, and satisfaction.
We pledge to remain honest, transparent, and cooperative with all
stakeholders during a crisis to maintain our image as a credible and trustworthy organization.
Our goal is to actively communicate with our publics during a crisis by 1)
providing accurate, up-to-date information and 2) promptly responding to any
and all questions, concerns, and comments our stakeholders may have.
The plan’s purpose is to proactively prepare ahead for any possible
crises our organization may face and hopefully reduce the potential damage a
crisis can cause. An established, detailed plan will help our organization
respond quicker in the event of a crisis. Being prepared will give us an
advantage in the situation and will also help lessen some of our stakeholder’s
criticisms that may hurt our organization’s image.
3. VULNERABILITY ANALYSIS OF POSSIBLE CRISES (L x OI x SI=CT)
i. Likely Scenarios
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Ride Accidents (9 x 10 x 10= 900)
-Someone is injured by the ride (Technical-error product harm)
-Someone falls off the ride (Technical-error product harm)
-Ride breaks/stops while operating resulting in injury (Technical-error
product harm)
-Poor maintenance causes ride malfunctions resulting in injury (Humanerror product harm)
-Employee does not know how to operate ride (Human-error accident)
-Hurricane Harbor water accidents (drowning) due to lack of supervision,
safety (Human-error accident, Technical-error accidents, Technicalerror product harm, Organizational Misdeeds)
-Extreme Fright Fest scares could negatively impact stakeholders (shock,
heart attack, etc.) (Organizational Misdeeds, Challenges)
Mass Food Poisoning (6 x 9 x 9 = 486)
- Failure to keep up with food sanitation standards (Human-error product
harm, Organization misdeeds)
- Intentional poisoning/ food tampering (Malevolence)
Employee Discrepancy (8 x 9 x 8 = 576)
- Fights between employees could injure innocent bystanders (Workplace
violence)
-HR hires criminal employees (Organizational misdeeds)
-Employee under influence could injure stakeholders (Human-error
accidents)
-Sex scandals (Rumors)
- Employees could violate Fright Fest stipulations (Human-error
accidents)
Lost child/Kidnapping/Person Missing (8 x 4 x 9 =288)
-(Malevolence)
Explosion/Fire (7 x 9 x 9 = 576)
-A ride explosion (Technical-error accidents, Technical-error product
harm, Human-error accidents, Human-error products harm)
-Fire started by on-location restaurant kitchens (Technical-error
accidents, Technical-error product harm, Human-error accidents,
Human-error product harm)
Poor sanitation (8 x 9 x 9 = 648)
-In park, restroom facilities, restaurants could result in disease and
sickness, influenza, etc. (Organization misdeeds, Human-error accidents)
ii. Unlikely scenarios
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Terrorist attack (5 x 10 x 10= 500)
-(Malevolence)
Protests (4 x 8 x 6 = 192)
-(Challenges, Rumors)
Natural disasters (3 x 8 x 9= 216)
-Earthquakes, Tornadoes, Floods (Natural Disasters)
Biohazard Crisis (2 x 8 x 9 = 144)
-(Organizational Misdeeds, Malevolence)
Coombs, W. T. (2012). Ongoing crisis communication: Planning, managing and
responding. (3 ed., p. 2). Thousand Oaks, California: Sage Publications.
TABLE OF CONTENTS
Part 1
Introduction…….... ...................................................................................................................................................i
Mission and Purpose ........................................................................................................................................... ii
Vulnerability Analysis ........................................................................................................................................ iii
i. Likely Scenarios .................................................................................................................................. iv
ii. Unlikely Scenarios ............................................................................................................................ iv
Crisis Management Team ................................................................................................................................. iv
i. Role Descriptions ............................................................................................................................... iv
Key Publics/Stakeholders ..................................................................................................................................v
Crisis Preparation and Prevention Plan ...................................................................................................... vi
Media Audit ........................................................................................................................................................... vii
General Social Media Strategy ......................................................................................................................... 1
Third Party Supporters/Credible Experts .................................................................................................. 4
Immediate Response Checklist ...................................................................................................................... 18
Communications Channels .............................................................................................................................. 38
Key Messages ........................................................................................................................................................ 53
Press Release Template .................................................................................................................................... 57
Organizational Backgrounder ........................................................................................................................ 75
Media Log Sheet and Crisis Team Contact Sheet .................................................................................... 75
Testing/Evaluation of Crisis Plan ................................................................................................................. 75
Part 2
Crisis Response Strategy .................................................................................................................................. 75
Initial Press Release ........................................................................................................................................... 80
Key Messages/Talking Points ........................................................................................................................ 81
Social Media Strategy ........................................................................................................................................ 82
Appendices ............................................................................................................................................................. iv