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Crisis Communication Plan

BALTIMORE RAVENS

Domestic Violence

1

Baltimore Ravens: Domestic Violence Crisis Communication Plan

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

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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 2003. 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 2008. 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 2008. 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.

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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

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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.

1https://www.google.com/search?q=definition+domestic+violence&rlz=1C1AVST_enUS356US362&oq=definistion+domes&aqs=chrome.2.69i57j0l5.5786j0j4&sourceid=chrome&es_sm=122&ie=UTF-8

5


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

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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.

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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.

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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.

9


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 email 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 sub-

group of Crisis

Communication

Team members to

monitor media

traction

Appoint small sub-

group 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

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Post Crisis Review

Crisis Communication Team Evaluation

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

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Player’s Agent

NFL Conduct

Committee

General

Manager

Owner Head Coach

Legal Counsel NFL Player’s

Union Rep.

PR Team

Local

Authorities

Assistant

Coaches

Staff

Media Publics

Players

Communication Flow

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Contact: Kevin Byrne FOR IMMEDIATE RELEASE

Tel: (410) 261-7283

Cell: (410)123-4567

Email:[email protected]

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.

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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 21230

Telephone: (410) 261-7283

www.baltimoreravens.com

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