Crisis Communication Plan
Crisis Communication Plan
Atlanta Falcons Football Club’s Starting
Quarterback Charged for Animal Abuse
Arika Zimmerman
Fall 2012
Integrated Strategic Communication
1
Crisis Communication Plan
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Crisis Communication Plan Contents:
Situation Description
Risk Assessment
Crisis Communication Team & Coalition Members Contact List
Stakeholder Map
Key Messages & Supporting Facts
Communication Goals
Theoretical Foundation Used to Achieve Goals & Create Tactics
Communication Tactics & Execution Order
Post-Crisis Evaluation
Execution Documents – Internal & External
3
3
4-5
6
7
8
8
9
10
11-24
Crisis Communication Plan
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Situation Description:

The quarterback and face of the Atlanta Falcon was arrested for his
connection with a dog fighting operation at his residence is Virginia.

Fans want to return their Vick apparel and many of which no longer wish to
represent Vick because he is seen as a criminal.

As of Thursday, Michael Vick has made no statement to the press. Many
different reactions coming from the fans.

Fans are starting to boycott Vick apparel from Nike and Reebok.

Team and Michael Vick is losing endorements
Risk Assessment: HIGH
The risk for this crisis is high. Fans of the Atlanta Falcons have already begun requesting
to return their Atlanta Falcons Michael Vick Gear and refunds on season tickets. Fans do
not wish to be associated with a criminal. The severity of this crisis is also high because:
 Loss of loyal fans
 Loss of future ticket holders
 Lost Revenue >$
 Loss of Endorsements
Crisis Communication Plan
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Crisis Communication Team & Coalition Members
Arika Zimmerman – Crisis Team
Leader
Public Relations Manager
Atlanta Falcons Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 301-802-5103
Fax: 301-555-5103
azimmerman@falcons.com
Danny Branch
Vice President of Information
Technology
Atlanta Falcons Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 301-802-5555
dbranch@falcons.com
Arthur Blank
Owner and Chairman
Atlanta Falcons Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 555-555-5555
ablank@falcons.com
Reggie Roberts
Vice President of Football
Communications
Atlanta Falcons Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 555-802-5103
rroberts@falcons.com
Rich McKay
President & CEO
Atlanta Falcons Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 301-854-0922
Rmckay@falcons.com
Tim Zulawski
Vice President of Sales and Service
Atlanta Falcons Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 443-342-9909
tzulawski@falcons.com
Thomas Dimitroff
General Manager Atlanta Falcons
Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 301-802-5103
tdimitroff@falcons.com
Jim Smith
Senior Vice President, Sales and
Marketing
Falcons Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 744-333-5100
Crisis Communication Plan
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jsmith@falcons.com
Henry L. ‘Hank’ Aaron
Senior Vice President
Atlanta Falcons Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 473-275-1172
haaron@falcons.com
Frank Kleha
Senior Director of Media Relations
Falcons Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 264-820-0291
fkleha@falcons.com
Kendyl Moss
Director of Community Relations
Falcons Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 264-345-0193
kmoss@falcons.com
Brian Cearns
Football Communications
Coordinator
Falcons Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 264-756-0192
bcearns@falcons.com
Chris Millman
Community Relations and Youth
Programs Manager
Falcons Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 564-345-2634
Mike Gilsenan
Director of Ticket Operations
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 564-345-2634
Tron Stamper
Event Marketing Coordinator
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 564-345-2634
Matt Haley
Football Communications
Coordinator
Falcons Football Club
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 908-812-3015
Don Rovak
Director of Ticket Sales
4400 Falcon Parkway
Flowery Branch, GA 30542
Cell: 564-333-1614
Crisis Communication Plan
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STAKEHOLDER MAP
Crisis Communication Plan
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Key Messages & Supporting Facts
Key Messages
 The Atlanta Falcons Football Club is sorry. Our club apologizes for the
actions that have occurred any embarrassment that our stakeholders have
felt for being associated to this issue.
 The Atlanta Falcons Football Club does not support this kind of
behavior from our athletes. Our coaching staff and employees were not
aware of the illegal actions that were occurring. Our coaching staff would
have stopped this had they known it was going on.
 We want our fans to be proud to represent us and proud to wear our
memorabilia. Fans can exchange any Michael Vick memorabilia for any
other Atlanta Falcons memorabilia of equal or lesser value.
 We want to ensure that this will not happen again. This Falcons contract
will be made stricter to prevent activity like this from happening again.
After this incident the fine for these actions will be doubled from what they
were before.
Supporting Facts
1.) Over 1,000 electronic signatures were signed in boycotting the
apparel. http://smokingsection.uproxx.com/TSS/2011/07/animallovers-begin-boycotting-nike-michael-vick
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Endo Crisis Communication Plan
Communication Goals:
 Improve Michael Vick’s image in the media and reduce negative
media attention about our team and our players.
 Gain support from stakeholders while our team goes through this
time.
 Keep ticketholders and other stakeholder’s interest in our team.
 Prove to stakeholders and public that Michael Vick is sorry and that
this is not normal behavior from the players of our football club.
 Prevent losing sponsors and endorsements.
Theoretical Foundation Used to Achieve Goals and Create
Tactics
The theory behind this plan is developed using the Excellence Theory Model
4:
 Model 4: Two-Way Symmetric Model – This model is also called the
mutual understanding model and it in the PR practitioner serves as the
intermediary between the public and the organization. The goal is
dialogue and both the organization as well as the publics may make
changes based on the result of the communication.
Crisis Communication Plan
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Communication Tactics & Execution Order
All items are available on at the end of this report and on the company
drive.
Items are made and executed in the order listed below:
Press Releases (Traditional and Digital)
 Release initial information about the situation and how we are taking our
first steps to handle. We want the information coming directly from our
organization, so rumors do not start.
Memo to President Rich McKay about Global Communication
 Our Latino fans cannot be forgotten in this situation. Internal and External
Communication styles must be altered to fit them as well.
Press conference from owner
 Arthur Blank speaks to the public. Televised on ESPN and Fox Sports
networks. Video will also be posted on our website.
Social Media Plan
 Answer questions and post updates onto Facebook and Twitter Page.
 Use twitter to put information out there.
 YouTube can also be used to post press conferences and apology.
Apology from Michael Vick
 Can be seen on our website along with YouTube, ESPN, and Fox Sports
networks.
Advertisements for Returning Gear
 Fans will be notified via facebook and e-mail.
Fans can exchange/return gear to Reebok, Nike, and NFL Shop.
Some of this could be subject to change because we are responding and reacting to the
public. (Model 4: Two-Way Symmetric Model)
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Post-Crisis Evaluation
In order to find out if our crisis communication method works and gives the type of
response necessary, it is imperative to examine the plan once the crisis has been resolved.
After the crisis, the team will meet up and answer the questions below.
1.
2.
3.
4.
5.
6.
What went well in the plan?
What went wrong in the plan?
Did we meet our communication goals and portray our key messages?
Did we follow the original plan?
What can we improve on?
What impact did our plan have on the Michael Vick’s and The Atlanta Falcon’s
Football Club’s reputation?
7. Was the media coverage fair?
8. Do you think that our team has gained any sympathy form the fans?
9. What was the outcome?
Crisis Communication Plan
Documents for Plan ExecutionsInternal & External
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Crisis Communication Plan
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SWOT ANALYSIS OF COMMUNICATION
Strengths
Opportunities
Atlanta Falcons serve as a form of
entertainment in the Georgia region.
Falcons boost economy in Atlanta.
Falcons can sell Vick memorabilia and
use his name. (If his image is saved)
Michael Vick is the role model for many
young football players in Georgia and
the rest of the United States.
Vick can continue to be seen as one of
the best quarterbacks in the league.
Weaknesses
Threats
Many professional football players
already have a ‘thug’ reputation, so any
hick-up can be very detrimental.
The NFL can make an example out of
Michael Vick by giving him the harshest
penalties possible. Falcons can be fined
or lose profits on apparel and game
tickets.
Every football player’s action reflects on
the team, so Michael Vick messing up
could hurt the Falcons or cause him to
not to be picked up by any other team.
Loss of endorsements
Fans begin watching other teams, losing
ticket profits
Harder to sign good players due to lack of
respect to team.
Crisis Communication Plan
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FOR IMMEDIATE RELEASE
Arika Zimmerman
Atlanta Falcons Football Club
FALCON QUARTERBACK MICHAEL VICK FOUND
CHARGED WITH DOG FIGHTING AND ANIMAL ABUSE
SUSPENSED INDEFINITELY
April 14, 2007
{Atlanta, Georgia} – This morning, the Atlanta Falcons Football Club has decided
that Michael Vick will be suspended indefinitely from the team. In addition to this
year, Vick will be forced to serve 250 hours of community service in a dog shelter or
veterinary office.
After the disturbing discovery of 60 dogs at Vick’s secondary residence in Virginia, the
Falcon’s Football Club come to a decision that Vick is suspended until the end of the
trial. In addition to the suspension, the Atlanta Falcons have fined Vick $175,000. If he is
found guilty, Vick will be placed under a probationary period. The coaching staff is
embarrassed that one of their players was doing such an action while representing the
team.
In addition to the punishments given by the Atlanta Flacon’s, Vick also could face fines
up to $350,000 and jail time.
“We are so disappointed with the entire situation, the entire coaching and office staff
apologizes on behalf of Michael Vick,” Head Coach Mike Smith stated yesterday
morning.
For more information, contact Arika Zimmerman of the Atlanta Falcons Football Club at
arika.zimmerman@rexmail.queens.edu
###
Crisis Communication Plan
Contact
Information:
frankm@falcons.com
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Client Contact:
Arika Zimmerman
302-555-5235
arikaz@gmail.com
Spokesperson
Mike Smith
304-555-7786
mikes@gmail.com
Michael Vick Suspended from Atlanta
Falcons and Sentenced to 250 Hours
Community Service
Core News Facts:
Michael Vick Indefinitely Suspended
Fans Can Return Gear
$175,000 fine
Falcon’s football club Apologizes
Vick Apologizes
Michael Vick
Podcast
Michael Vick Video
Interview
“We are so disappointed with the entire situation, the entire
coaching and office staff apologizes on behalf of Michael
Vick,” Head Coach Mike Smith stated yesterday morning.
Crisis Communication Plan
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Memo
To:
Arthur Blank, Owner and Chairman
From:
Arika Zimmerman, Head of Public Relations
CC:
Rich McKay, President and CEO
Date:
3/22/2016
Re:
Things we need to avoid
Pitfalls to Avoid When Dealing with Michael Vick Case
As you are aware, we are currently dealing with a very serious situation regarding
our quarterback, Michael Vick. While we deal with this current issue, it is very
important that we take some things into consideration. While working with public
relations we cannot forget about our Spanish fans and other Spanish stakeholders.
Prior to executing our integrated strategic plan, we need to research the LatinAmerican culture in the greater Atlanta area. We need to understand their values
and how they feel about our quarterback’s actions. They could react differently to the
current situation and we need to prepare for that by doing a coupe of things.
First, I suggest that we need to make all of the press available in Spanish. Also,
when Michael Vick gives his formal apology in English, it is necessary that the LatinAmerican community that a video of this apology is available on our website with
Spanish subtitle. These can be posted on our website. We must be clear that our
translation is correct. My second suggestion is to send our press releases to
Spanish media platforms. Latin Americans feel disrespected when groups do not try
to properly communication with them and do not make valid attempts to
communicate in their language. If we want the Latin-American people to hear and
see what we have say about Michael Vick, then it needs to be on the Spanish
television channels and in Spanish newspapers. If we turn a blind eye to the Latin
American population out of the loop, it is only going to make things worse. This
demographic needs to know that they are important to our business and we
appreciate them being fans of the Atlanta Falcons.
Last, our company cannot generalize the Latin Americans. They are all from
different areas of Central America and South America. Therefore, they have
different values, cultures, and beliefs.
With that being said, I hope you take my advice into consideration and take my
suggestions in order to avoid any pitfalls during these circumstances.
Crisis Communication Plan
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Press Conference:
About the press conference:
Who is speaking: Arika Zimmerman, Head of PR
What is being discussed: Discussing the original events and our first steps. The charity
will not be discussed until later in the plan.
Where: Will be located in the pressroom at the stadium. See next page for how the room
will be set up.
When: April 25, 2007 @ 10 am
*Arika Zimmerman says:*
//“Hello fellow players, fans, sponsors, and other stakeholders of the Falcons. My name is
Arika Zimmerman and I am the Head of Public Relations at the Atlanta Falcons Football
Club. As many of you are aware, we are currently dealing with a situation in which our
starting quarterback, Michael Vick, has been charged with animal abuse due to his
involvement in illegal dog fighting. Moving forward from this situation, the Atlanta
Falcons has decided to keep Michael Vick on squad under a probationary period. He is
suspended for indefinitely. It will be enforced that Vick volunteers at animal shelters
throughout his suspension. All Vick memorabilia can be exchanged for other Falcon’s
gear of equal or lesser value throughout the next year and Vick will be giving a formal
apology to the community. We would like to formally apologize again for the conditions
and our football club is truly embarrassed. Thank you for continuing to support the
Atlanta Falcons and taking time to listen to us today. We are now open for questions.”//
*Question Time*
Crisis Communication Plan
Pressroom Setup
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Crisis Communication Plan
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Social Media Plan – Facebook Portion
Our social media plan incorporates activity from both The Atlanta Falcons and Michael
Vick individually. For each platform, there will be separate statements made from each
party.
Status Posted by Atlanta Falcons:
Hello fans, sponsors, and other stakeholders of the Falcons. As many of you are aware,
we are currently dealing with a situation in which our starting quarterback, Michael Vick,
is being charged with animal abuse due to his involvement in illegal dog fighting at his
residence in Georgia. All Vick memorabilia can be exchanged for other Falcon’s gear of
equal or lesser value throughout the next year and Vick will be giving a formal apology
to the community in the next couple weeks. We would like to formally apologize again
for the conditions and our football club is truly embarrassed. The Falcons are still the
same team that you have all grown to know and support. If you have any questions or
concerns, feel free to call us at (301)-555-5103 or message our Facebook page.
Status posted by Michael Vick on his own personal FB page (tags Atlanta Falcons):
It’s so easy to get caught up in the moment. The fame of football got to my head and I
broke the law while I was caught up in the moment. This situation is proof that nobody is
above the law. I am human and humans make mistakes. Unfortunately, in this case, my
mistakes did not only effect the way that people look at me, but also affect the way that
people look at my team, my coworkers, my fans, and my family… and I am deeply sorry
for that. To my fans, friends, family, teammates, I promise that I will make this right and
will make you proud to be an Atlanta fan soon.
Crisis Communication Plan
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Social Media Plan – Twitter Portion
Atlanta Falcons tweets:
@Atlanta_Falcons: Quarterback Michael Vick arrested for involvement in dog fighting
group. More information will be posted soon.
@Atlanta Falcons: To All Falcons fans. We are sorry for any embarrassment or anger
toward the current situation. Any fans can either return Vick gear for full refund or
exchange for other Non-Vick Falcons gear starting tomorrow.
Tweets by Michael Vick:
@VickFootball5 sincerely sorry for the poor path of actions that I have chosen in the
past.
@VickFootball5 have a lot of soul searching to do…
@VickFootball5 I would like the public to know that the Atlanta Falcons football team
is still the same team that you have known and grow to love. I am the same player and
dedicated athlete. Hoping to gain your respect back.
Vick will also be responding and being interactive with fans
Crisis Communication Plan
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Social Media Plan – YouTube Portion
Our team will be using YouTube as a social platform to post all of the press conferences,
speeches, and commercials. Fans will be able to access these videos at any time without
any problem at all.
Also, all videos that are fed through YouTube will be posted on the Facebook page, and
Altanta Falcons Official Web Page.
Crisis Communication Plan
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Apology From Michael Vick
Location: in Press Room of Stadium
Pressroom set up is same as above on page 16.
Michael Vick:
// Fans, fellow teammates, owners, residences of Atlanta, I would like to formally
apologize for my recent inappropriate actions. It is so easy to get caught up in the
moment when things are going so well. The fame of football got to my head and I broke
the law and hurt many while I was caught up in the moment. This situation is proof that
nobody is above the law, but I am human and humans make mistakes. Unfortunately, in
this case, my mistakes did not only effect the way that people look at me, but also affect
the way that people look at my team, my coworkers, my fans, and my family… and I am
deeply sorry for that. I am deeply sorry for embarrassing my team, my fans, and all others
affected by this situation. I hope that one day I can prove to all of you that I am still the
same man you thought I was and I am the same leader and player on the field. I promise
to never put anyone through this again. To my fans, friends, family, teammates, I promise
that I will make this right and will make you proud to be an Atlanta fan.//
---Can be seen on our website along with YouTube, ESPN, and Fox Sports
networks.
Crisis Communication Plan
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Internal E-mail Between All Employees:
Memo
From
Arthur Blank, Owner and Chairman
To:
All employees of Atlanta Falcons
Date:
3/22/2016
Re:
Scandal Update
Updates with Arrest Scandal
As many of you are aware, our organization is currently dealing with a situation in
which one of our players was arrested for their involvement in illegal activity. We
wanted our employees to be the first to know that we are dealing with this situation
to the best of our ability. Our goal is to keep the professional and respected name
that our organization represents here and stable. Our company represents integrity
and we hope that does not change during these unusual circumstances.
In order for this situation to end successfully, our company needs support from it’s
employees the same way that we are trying our best to support your work
environment.
Thank you for your patience in these circumstances and we promise to keep each of
you updating throughout the course of this.
Crisis Communication Plan
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Advertising About Returning Gear:
Attention Atlanta Falcons memorabilia owners and fans:
Due to the recent situation with the arrest of Michael Vick, players will be
able to return or exchange their Vick apparel starting May 1st for the next 6
months. Memorabilia must have been bought prior to April 15 th in order to
qualify for this. We want our sponsors and fans to have the upmost pride in
wearing our apparel. Our hotline will be open to questions at any time and
you can also check our Facebook page for any updates. Thank you for your
understanding and support, our fans are most important to us.
[This will be posted to our Facebook page and e-mails to all season ticket
owners]
Crisis Communication Plan
NEWS MEDIA CONTACT FORM
NEWS MEDIA CONTACT FORM
Who received the call:
Date:
Time:
News Media Calling:
Check Those That Apply:
RADIO__
TV__
NEWSPAPER__
TRADE__
OTHER__
REPORTERS NAME:
PHONE:
MOBILE:
FAX:
INQUIRY:
DEADLINE:
CALL BACK ASSIGNMENT:
RESPONSE:
DATE:
TIME:
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