PUBLIC RELATIONS RESPONSIBILITIES IN THE EVENT OF
EMERGENCIES
PURPOSE:
To provide policies and procedures for public relations actions in the event of
emergencies as a part of the YMCA of Metropolitan Dallas's overall emergency
plans.
To standardize to the extent possible public relations plans for all elements of
YMCA of Metropolitan Dallas.
OBJECTIVES:
To enable YMCA of Metropolitan Dallas to respond to its key publics appropriately
when an emergency occurs.
To communicate effectively under pressure in order to preserve YMCA of
Metropolitan Dallas's integrity and, ultimately, its ability to compete successfully
in the marketplace after the emergency has passed.
To calm fears of its publics and reduce or eliminate rumors as an unofficial
source of information.
To minimize the long-range impact that the emergency may have on YMCA of
Metropolitan Dallas and its key publics.
POLICIES:
The policy of YMCA of Metropolitan Dallas is to maintain a posture of openness
and cooperation with the news media during emergencies, including the
voluntary release of pertinent information as soon as it can be confirmed.
This policy is predicated on the fact the voluntary release of such information as
soon as possible will tend to make the "bad" story disappear more quickly
because all, or most all, essential information has already been printed or
broadcast:.
During an emergency situation, the YMCA of Metropolitan Dallas's first priority is
to rescue and provide aid to injured personnel and to minimize damage to
company property and adjacent private property. Assistance to and cooperation
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PUBLIC RELATIONS RESPONSIBILITIES IN THE EVENT OF
EMERGENCIES (continued)
with news media organizations must not under any circumstances interfere with
this important first priority action.
In responding to emergency situations, the YMCA of Metropolitan Dallas and all
people responding on its behalf will comply with all applicable laws and
regulations of federal, state and local agencies.
Public relations representatives will not release names of employees who are
injured or killed to news media until Human Resources advises that next of kin
have been notified, nor will names be confirmed until this notification is received.
DEFINITIONS:
Emergencies: A sudden, unexpected event, incident or occurrence which may
come to the attention of or be of interest to the news media, employees,
communities adjacent to the YMCA of Metropolitan Dallas's facilities, government
agencies including legislative bodies, customers or the public at large.
Types of emergencies:
Natural Disasters including fires, floods, explosions, weather related, etc.
Accidents on YMCA of Metropolitan Dallas's property or involving YMCA of
Metropolitan Dallas's property, either to employees or others, which cause
serious injury or result in property damage; or which may involve violation of
law, i.e., environmental.
Felony offenses committed on or with the YMCA of Metropolitan Dallas's
property, or by the YMCA of Metropolitan Dallas's employees, or against its
employees.
"White collar" crimes including fraud, misappropriation of the YMCA of
Metropolitan Dallas's or customer property or funds, or other unethical or illegal
actions.
Labor disturbances including unauthorized work stoppages, slowdowns or
walkouts; establishment of picket lines at gates to the YMCA of Metropolitan
Dallas's property, strikes, demonstrations, harassment of employees, publication
and circulation of inflammatory material, etc.
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PUBLIC RELATIONS RESPONSIBILITIES IN THE EVENT OF
EMERGENCIES (continued
Security violations including known or suspected compromise of classified
information, loss or disappearance of classified documents or materials and
violations of government security procedures and directives.
ASSUMPTIONS:
The Director of Public Relations (or with title) will be promptly notified by
appropriate officials in the event of any emergencies described in Section IV, B,
above.
Because the Director of Public Relations will need to be available to participate in
the YMCA of Metropolitan Dallas's senior management emergency team, majority
of the actions involving news media and external publics will be the responsibility
of the (title of next senior Public Relations official.)
Whenever local fire, policy or medical authorities are notified or become involved
in the YMCA of Metropolitan Dallas's emergency, news media will learn of it
immediately.
News media representatives will attempt to cover most such emergency events
with or without the YMCA of Metropolitan Dallas's cooperation.
SPOKESPERSON GUIDELINES:
When human safety or other serious concerns are involved, deal with those
considerations
first.
Communicate only information that is approved for external distribution. Always
tell the truth.
Know to whom you are speaking. Get the person's name and telephone number
if necessary.
Do not be intimated. You may tell a reporter that you need to clarify an
important matter before you can answer questions.
Talk from the public's viewpoint. Avoid jargon. Speak within the audience's frame
of reference.
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PUBLIC RELATIONS RESPONSIBILITIES IN THE EVENT OF
EMERGENCIES (continued
If the questions do not lie with the framework of approved statements or within
your area of expertise, find the appropriate technical advisor or spokesperson.
State the most important fact at the beginning. Place your own headline on the
answer.
Attack problems in your answers, not people.
Do not repeat offensive or negative language. Do not let other people put words
in your mouth.
Direct questions deserve equally direct and forthright answers.
Do not exaggerate the facts. Listen to how your answer "sounds" when spoken.
Ignore cameras and microphones. Talk to the reporter.
During videotaped interviews, it is all right to stop your statement and start over.
Do not say "no comment". Explain why you do not have an immediate answer.
Keep your composure, even if a news reporter gets snappy.
Be prepared to provide sufficient evidence for statements you make.
Be especially alert about photos. You have little control over photos taken off
company property, but you have every right to control photos taken on company
property.
(1989) Dow Coming corporation Used with permission
WHAT WILL BE ASKED?
What happened and where? When did this occur?
Are there injuries or deaths as a result? How many and to whom?
What actions is the company taking to control the situation?
Have chemicals or other hazardous substances been released into the
environment? What
kinds? How much?
What types of hazards are presented to persons off-site?
Have off-site emergency response personnel been notified? Which ones?
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Are company operations shut down? Will there be layoffs?
Has the company site or facility been evacuated?
How many people are employed at this site?
What do you manufacture at the site?
How old is the facility? Does it meet current regulations?
Why did this situation occur? (DO NOT SPECULATE.)
Are there safety rules covering the situation? Where they violated?
Has a company Site Emergency Response Plan been activated? what does that
involve?
Tell me about your company. What do you make or sell? Are there dangers in
your ration?
Will this situation have company-wide ramifications, or will its effect likely be
limited to a single site or region?
How much money is this going to cost the company?
If there insurance coverage for the loss or damage? How much?
If the situation best handled by local management or is corporate taking control?
Has this occurred anywhere within the company before? Why weren't you ready?
What do your employees think about this situation?
(1989) Dow Coming corporation Used with permission
CREDO:
An accident, obviously, can never result in what the company would consider
good
publicity, and the company is not so naive as to expect any of its spokesmen to
turn a bad
situation into a good situation. However, generally a bad situation will be made
worse by
ignoring the news media or trying to hamper their efforts.
Accurate information from a primary source serves our interests better than
inaccurate information from a secondary source, the latter often tending to be
exaggerated and overstated. When we must take a dose of bad publicity, it is
better to release accurate information fast and as fully as possible.
The public and news media have a legitimate interest in emergencies. The public
has a right to be informed and Tenneco has the duty to see that they get the
facts.
--------Tenneco Oil Company
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