BALTIMORE RAVENS. Crisis Communication Plan Domestic Violence

Transcription

1 BALTIMORE RAVENS Crisis Communication Plan Domestic Violence

2 Index History/Culture...2 SWOT Analysis.3 Purpose....4 Expectations..4 Objectives...5 Crisis Communication Team...5 Using the Crisis Communication Plan...6 Key Publics.7 Key Messages 7 Timeline and Checklist...9 Post Crisis Review..10 Appendices. 11 Contact Information.13 1

3 History/Culture In 1996 the NFL approved the Cleveland Browns to move to Baltimore and become the Baltimore Ravens under head coach, Ted Marchibroda. The Ravens first regular season game was played before 64,124 fans, the largest crowd in Baltimore professional sports history. In 1999, Brian Billick became the second head coach in Baltimore Ravens history and Ozzie Newsome, the Ravens VP of Player Personnel, at the time, was selected for induction into Pro Football s Hall of Fame. The NFL owners approved the sale of 49% of the Ravens to Steve Bisciotti in the year 2000, the same year that the Ravens won their first NFL Championship. In 2001, over 200,000 people attended the Baltimore Ravens Victory Parade. Ozzie Newsome was named the NFL s first minority general manager in In 2004, Steve Bisciotti s purchase of the remaining 51% of the club was approved. The third coach in Ravens history, John Harbaugh was hired in In 2012, the Ravens won their second Super Bowl Championship, after one of the most exciting postseasons in NFL history. In 2013, the Ravens failed to make the playoffs for the first time since The Ravens improved their record in 2014 and did make it to the playoffs. Most recently, they are preparing for the 2015 season. The culture of the Baltimore Ravens is largely based on the fact that in 1996 the Ravens brought pro football back to Baltimore after a thirteen year deficit. The Baltimore Ravens were also named by the people of Baltimore in a contest. The name was based on the poet Edgar Allan Poe s famous poem, as it was believed he wrote it while living in Baltimore. The Ravens are a young football team, but have included talented players such as Vinny Testaverde and Ray Lewis. Even though the Ravens have only been in Baltimore since 1996, the city has a long love of the game, and the Baltimore Ravens have since made Baltimore their home. 2

4 SWOT Analysis Strengths A history in Baltimore that spans almost 20 years Loyal fan base History of success in the League A strong recognizable brand Current team of strong players Weaknesses The talent/skills of current players Injuries before/during season Fair weather fans Ticket prices Facilities constant need of maintenance/repair Opportunities Potential to gain new talent from drafts/free agency Continued improvement of current players New coaches Interaction with fans through giveaways/social media Threats Players personal lives/pasts Long term injury concerns about the game The other teams in the NFL The other major league team in Baltimore (Baltimore Orioles- MLB) Other major league sports organizations 3

5 Purpose Domestic violence has a very distinct negative impact on interpersonal relationships, families, the community, and society as a whole. The definition of domestic violence is, violent or aggressive behavior within the home, typically involving the violent abuse of a spouse or partner. 1 There are many who are impacted by the ramifications of domestic violence every day. First and foremost the Baltimore Ravens organization seeks the prevention of acts of domestic violence and works to support victims of these situations. However, with the knowledge that these crimes may never be fully eradicated, it is important for the organization to be fully prepared if/when such a crisis occurs, involving one or more Baltimore Ravens players/public figures. The Baltimore Ravens Public and Community Relations department has developed this crisis plan for use during a domestic violence incident involving a Baltimore Ravens player. This plan may be used by the player, his agent, legal counsel, and Baltimore Ravens management team to prepare for a domestic violence related crisis before one occurs. Expectations In the event of a domestic violence situation involving a Baltimore Ravens player, the Baltimore Ravens expect the player to be accessible, compliant, and honest. The player is expected to realize that his behavior is a reflection upon himself and the Baltimore Ravens organization as a whole. All guidelines in this plan must be adhered to by various involved parties in a domestic violence crisis situation. The key strategy for this plan is for the player to immediately assume an honest, cooperative, and contrite posture. He will be expected to address fans and other publics immediately to offer a sincere apology and to establish his desire to work together with law enforcement and counseling programs to receive assistance in this area. Guidelines for any and all communication by the player are discussed in the Key Messages section of this plan. If, due to legal reasons the player cannot face the media in person, his agent, attorney, or other representative will be appointed to speak on his behalf. 1 es&aqs=chrome.2.69i57j0l5.5786j0j4&sourceid=chrome&es_sm=122&ie=utf-8 4

6 Objectives To adequately prepare players, agents, and the Crisis Communication Team to effectively manage a domestic violence crisis situation. To ensure consistent communication to stakeholder groups from all associated parties during a crisis. To maintain the reputation of the Baltimore Ravens in the event of a domestic violence incident involving a player. To strengthen the stance of the Baltimore Ravens as a supporter of the nonviolent treatment of women. To establish a post-crisis review plan in the event of a Domestic Violence Crisis involving a Baltimore Ravens player. Crisis Communication Team All Crisis Communication Team members are responsible for knowing and strategically implementing the details of the Domestic Violence Crisis Plan. Crisis Communication Team members must be prepared to handle a crisis prior to the occurrence/discovery of a domestic violence incident. The Crisis Communication Team will consist of: Player s Agent Legal Counsel General Manager: Ozzie Newsome Head Coach: John Harbaugh Senior VP, Public and Community Relations: Kevin Byrne Public and Community Relations Team 5

7 Using the Crisis Communication Plan This plan is for use by the Baltimore Ravens players, their agents, legal counsel, and Baltimore Ravens management to guide them in their preparation in the case of a domestic violence crisis involving a Baltimore Ravens player. Other actions may be necessary beyond the action steps of this plan, including but not limited to: Marital/Relationship Counseling Personal Counseling Psychiatric Evaluation Alcohol/Drug Rehabilitation Removal of environment/relationship in which domestic violence occurred (beyond what the law would require) It is critically important that all pertinent information is brought forward at the time of any domestic violence occurrence/incident. Discovery of any past transgression may result in further disciplinary actions on the part of the Baltimore Ravens or their partners. A player s agent must be knowledgeable in this area and is responsible for working together with the Baltimore Ravens to ensure the protection of both their client s and the organization s reputation. 6

8 Key Publics Media Baltimore Ravens players are expected to maintain a good rapport with the media. They must act with dignity and respect toward all media personal, on/off the field, and on/off camera. In the event of a domestic violence situation the Baltimore Ravens Senior VP of Public and Community Relations will schedule news conferences and media briefings as soon as possible and continuing as more information is available. This will allow some control of the message and full candor with the public. Fans Baltimore Ravens players are beholden to their fans and are expected to be honest and accessible to them. Communication with fans remains of the utmost importance. Partners/Sponsors Baltimore Ravens players must keep in mind that team/personal partners and sponsors require a certain caliber of character from players. Candor with this group is important to ensure the future of any interaction/relationship. Key Messages During a crisis the spokesperson(s) of the Crisis Communication Team will provide timely, accurate information to the key publics and other stakeholder groups. Talking points are provided on the next page. Every case of domestic violence is different, but in most cases someone was injured. Since, often, injury is involved and the investigation is pending, the player s attorney may speak on his behalf. The Baltimore Ravens spokesperson(s) will be determined by the Crisis Communication Team. The release of information and comments to the Key Publics will be limited to the appointed spokesperson(s) and Baltimore Ravens official online media channels. Other members of the Baltimore Ravens organization must maintain a professional demeanor, but, are to refer media to the Public and Community Relations Team for a response. Teammates of the player who was involved in a domestic violence incident may express their regrets about the situation, but are to make no other comment without the express consent of the Crisis Communication Team. 7

9 PLAYER Statement Crisis Communication Team must ensure that there are no legal ramifications. If applicable the player may use these talking points as a reference: First, I would like to apologize for my actions on (date). I am ashamed of my behavior and the pain I have caused. I would like to apologize to (victim). I will immediately be seeking the help I need to make sure I do not put anyone in danger ever again. At this time, I ask for your forgiveness and your continued thoughts and prayers. I know people look up to me and I hate that I let them down. I hope my fans can forgive me. I recognize that I need help and I will be seeking (name of counseling). TEAM Statement All team communication should remain consistent. We have been made aware of the situation with (player). We would like to express our deep disappointment and concern about this situation. We have expressed our disappointment to him and he understands that this type of behavior is unbecoming of a Baltimore Raven. We remain supportive of (player s) efforts to seek help in this area. Disciplinary measures have been taken and will be enforced by the League. 8

10 Timeline and Checklist During a crisis is important to communicate to the Key Publics as soon as possible. Once the Crisis Communication Team is notified about a domestic violence situation by the player s agent, use the following checklist to release information. Timeframes can be adjusted if necessary. Please keep in mind this is a guideline. Other communication may be required depending on the situation. First Few Hours Next 12 Hours Day 2 Day 3- Closure Player s Agent Alerts Crisis Communication Team Convene Crisis Communication Team and discuss specific challenges Establish lead spokesperson(s) Clarify legal concerns/issues Prepare/Adapt Key Messages Hold an initial news briefing Post facts of the situation on official website Explanation to all internal personnel Develop and send a media blast Use all social channels to drive traffic to official team statements on official website Appoint small subgroup of Crisis Communication Team members to monitor media traction Appoint small subgroup of Crisis Communication Team to monitor fan response/social media Keep all media inquiries on file Monitor other media channels Respond to developing reports as necessary Schedule a longer press conference Continue to update all areas as information becomes available Prepare and release formal press release Continue to respond to media inquiries Reconvene Crisis Communication Team and discuss emerging issues Train player for media interaction and advise his next course of action Put into place any disciplinary action Update all internal employees Continue to update Key Publics with the Key Messages Maintain honesty, even in the face of new developments Respond to media promptly Respond to outstanding issues Update official website with developments Continue to monitor social channels and update as needed Update internal employees as needed Upon Closure Convene Crisis Communication Team to evaluate effectiveness of Domestic Violence Crisis Plan 9

11 Crisis Communication Team Evaluation Post Crisis Review Following a domestic violence crisis, the Crisis Communication Team will convene to review the effectiveness of this Domestic Violence Crisis Communication Plan. All members of the Crisis Communication Team will attend this mandatory meeting. Agenda will include: Evaluation of the promptness of the Crisis Communication Team Review of the responses of the Crisis Communication Team Discuss strengths and weaknesses of the Crisis Communication Plan as written and implemented Discuss unforeseen complications and potential preparations for the revised plan Discuss future responses to similar crises Following the assessment of the Baltimore Ravens: Domestic Violence Crisis Communication Plan, the Senior Vice President of Public and Community Relations will appoint various staff members to: Collect and Review the media coverage of the crisis to ensure that the messaging was consistent and accurate Follow up with any outstanding issues Review feedback of Key Publics and revise the Crisis Plan accordingly Revise the Crisis Plan according to the Crisis Communication Team Evaluation Distribute revised plan to all involved parties, especially the Crisis Communication Team 10

12 Communication Flow Player s Agent Legal Counsel General Manager NFL Player s Union Rep. PR Team Owner Head Coach NFL Conduct Committee Media Publics Local Authorities Staff Assistant Coaches Players 11

13 Contact: Kevin Byrne Tel: (410) Cell: (410) FOR IMMEDIATE RELEASE Baltimore Ravens Player (Name) Involved in Domestic Violence Dispute BALTIMORE, Date In light of the news surrounding the behavior of (Player) the Baltimore Ravens would like to express their deep disappointment in his actions. The Baltimore Ravens will be working closely with law enforcement throughout this entire process. On (date), (Player) was involved in a domestic dispute with his significant other. At (time) the police were called to the scene. (Victim) had multiple bruises and lacerations and reported chest pain when paramedics arrived on the scene. (Victim) was rushed to the ER at Johns Hopkins Hospital. (Victim) is stable and at home recovering. (Player) was arrested at the scene and is being held on bail. According to Head Coach John Harbaugh, We are very distressed with the situation. We have made it very clear to (Player) that we are greatly concerned. We take this matter very seriously, and our thoughts and prayers are with (Victim). About the Baltimore Ravens Since 1996, the Baltimore Ravens have brought the best in professional football to the Baltimore area. Currently, John Harbaugh serves as Head Coach and the team s owner is Steve Bisciotti. 12

14 FOR QUESTIONS/COMMENTS ABOUT THIS PLAN Senior Vice President, Public and Community Relations Kevin Byrne Vice President of Public Relations Chad Steele M&T Bank Stadium 1101 Russell Street Baltimore, MD Telephone: (410)