CRISIS COMMUNICATION PLANResponse to Chinch Bug Outbreak

Sarah CameronApril 3, 2018Plan Test Date: June 18, 2018

TABLE OF CONTENTS

Introduction 3

Acknowledgment 4

Purpose & Objectives 5

Internal Key Publics 6

External Key Publics 7

Crisis Communication Team 8

Media Relation – Interview Tips 9

Media Relation – Trick Questions 10

Experts on the Issue 11

Emergency Personnel 12

Crisis Control Room – Equipment & Supplies 13

Crisis Control Room – Set up 14

Key Messages 15

Message Dissemination 16

Pre-Information & News Release 17

Evaluation 18

Ending Statement 19

Introduction

S & K Sod Company is a locally operated company that focusing on supplying to the demand of sod from locally and commercially. S & K is well known for serving central Florida, along with being known as the best residential and commercial sod for over 40 years.

The southern chinch bug, Blissus insularis Barber, is an insect mainly found in St. Augustine grass, one of S & K’s biggest selections of sod. Although the bug is small it can leave disastrous damage to acreage of grass. They are most commonly known for leaving damage in the dry months through out the year and can be recognized by the brown dry patches in a yard. Chinch bugs are and issue because it has been know that various species of Chinch bugs have become resistant to most pesticides leading to many of them being unaffected.

This plan is important because it is to outline how to handle the situation if an outbreak should to ever happen. In recent events, central Florida has become recognized going through a 4-month drought span where leaves room for the chinch bugs to make themselves at home.

By implementing a chinch bug crisis communication plan prior to if this event is to occur than the company and its customers can feel secure in S & K’s ability to handle a chinch bug outbreak in a way that stays valuable. By doing this then the real issue will be the soulfully main focus.

Although there have not been any incidents of chinch bug outbreak previously with S & K, doesn’t mean that there an outbreak is a possibility of happening. With being know to have outbreaks at other local and nationally sod farms does not show that it will not happen to S & K. From priding their company on not being one to be effected by the chinch bugs with specific pesticides then when they are effected extra precautions should be taken.

Acknowledgment

By signing this statement, I verify that I have read this plan and am prepared to put it into effect.

President _______________________________ __________Signature Date

Vice President _______________________________ __________Signature Date

Sales Manager _______________________________ __________Signature Date

Office Manager _______________________________ __________Signature Date

Dispatcher _______________________________ __________Signature Date

Field Manager _______________________________ __________Signature Date

Purpose & Objectives

Purpose Statement

In case of a chinch bug outbreak, there must be an immediate response and appropriate actions made to inform the public and more importantly the stakeholders. By reassuring and being up front with the customers and stakeholders is one of the highest priorities. We will begin working on where the outbreak originated from. We will maintain communication with stakeholders and the public on updates.

Objectives

1. Begin the Crisis Communication Plan within 1 hour of learning of the outbreak.2. Gather Crisis Communication team and experts.3. Inform all stakeholders and major customers about the outbreak.4. Prepare media spokesperson to speak within 3 hours.5. Send out a press release to be sent out to media outlets.6. Keep stakeholders updated on the level of the crisis communication plan7. Address any concerns through the company’s website and social media.8. Solve the situation, state what went wrong, what could have been done to avoid

the situation, and how to prevent a comeback.

Internal Key Publics

In the event that there is a crisis, S & K’s internal key publics will be the first to be notified within 1 hour of the crisis. The jobs of the internal key publics is to help maintain the success of the company and being informed as much as possible relating to the crisis. The crisis situation effects a broad spectrum of people not only the buyer but locals surrounding and doing individual business with our buyer. S & K plans on keeping everyone from stakeholders to everyday customers informed about the crisis.

CEO President Field ManagerDavid Smith Gabe Gomez407-777-1617 407-434-4598

Human ResourcesVivian Smith407-981-8274

FinancesAngela Bennett407-212-3432

External Key Publics

In the event of a crisis, the external key publics will be notified within 3 hours of the crisis. It is the externals duty to focus on communicating to the consumers and media with facts and updating information on the crisis. Maintaining a transparent relation with the public throughout the crisis.

MediaWFTV News American Farm BureauMarilyn Burns Don Lipton321-834-2910 202-406-3644

Florida TodayJamie Weeks863-339-9384

Crisis Communication Team

Title Employee Phone

Crisis Communication Manager

MelissaWablesOfficeManager

407-453-5622

Spokesperson PeggyArchibaldCustomerRelations

407-999-3233

Chinch BugExpert

KevinO’Horan

386-382-3932

Media Consultant Angela BennettFinances

407-212-3432

Legal Advisor Jack PlattAttorney at Law

321-394-1293

Media RelationsInterview Tips

Interview Tips for Spokesperson

1. Speak honest and clear.2. Answer all questions clear to the point.3. Appear comfortable and open to questions.4. Do not promise or make expectations. 5. Assure the public to continually be informing them.6. Do not release vital information until crisis is solved.

Media RelationsTrick Questions

Possible Trick Questions:

1. Where did S & K go wrong with their pesticides to prevent this outbreak?There is currently not enough information to know what went wrong or how. But, as soon as the outbreak was brought to our attention we have been working countless to figure out how this happened.

2. Did the outbreak happen because lack of funding for the correct pesticides?We have not changed any of our daily regimens of pesticides used on the sod. They are water through out the day with pesticides mixed in receiving their daily nutrients.

3. Does your field manager, Mr. Gomez, not check each pallet to ensure to be at full potential for customers?Mr. Gomez is in charge or overseeing the labor workers in the sod fields. These workers are to notify him if there were any issues noticed with the sod being loaded. Because of this issue we will begin regularly training field workers to spot out problems and issues.

Experts on the Issue

Agrostology Scientist – Internal

Agrostology Scientist – External

Agrostology ExpertDr. Jason KruseTurf Grass Specialist(920) 319-6102

Entomology ExpertDr. Phil StanslyProfessor of Entomology at the University of Florida(239) 658-3427

Emergency Personnel

Florida Department of Agriculture1707 Orlando Central Pkwy #150, Orlando, FL 32809888-937-1517

United States Department of Agriculture1400 Independence Ave., S.W. Washington, D.C. 20250 202-720-2791

Local Law Enforcement

Crisis Control RoomEquipment & Supplies

Equipment:Computers Paper ClipsPrinters Thumb Tacks Pens Staplers Pencils StaplesPaper Tables Highlighters ChairsTelevisions Fax machines Bulletin Board Extension cordsBeverages and snacks Internet access

Key Messages

In the event that there is a result in a chinch bug outbreak it is S & K’s first priority to handle the outbreak and get it controlled. As for our first goal is to notify any customers who possibly received sod with contaminated chinch bugs. If any have been contaminated, we will replace them for free with non contaminated sod from another party or until ours is not contaminated anymore. It is our mission to figure out how and where the outbreak started and work to keep it from happening again.

Key Messages1. Our priority is to handle the outbreak.2. Apologetic to those effected by our negligence.3. This was unexpected and unforeseen now and in future

occurrences.4. We will figure out what lead to this outbreak to learn how to take

better prevention measures.

Message Dissemination

During the chinch bug outbreak, we will use the following of disseminating the key messages.

Active Seekers: Following the crisis. Millennial Press conference video Constant website updates Facebook updates

With giving live feed from the press conference along with constant updates online, this will satisfy those actively seeking more information on the crisis. By constantly updating on what is going on in the crisis leaves room for the public feeling secure that S & K is not hiding any information and supporting their key messages. People look for news on their phone throughout the day not the TV, this will keep them connected to progression of the crisis.

Traditional Seekers: Grandparents Individual phone calls Press Conferences

The traditional seeker for information is a majority of our clientele. They are not active with the internet and don’t really mind social media. The best way to contact disseminate a message to this group will be to use media such as newspapers, the evening news, and get the crisis talked about over the radio. More ways the information is out there the faster people will be knowledgeable on the crisis.

Pre Information

1. Company Morals – Foundation of operations in a company2. Pesticides Safety Guidelines – Protocols and instructions on the use of each

pesticide and location of where to be used.3. Code of Conduct – Setting a basis for how the employees are expected to behave

at work. And outlining their personal responsibilities.4. Pesticide List – Including every pesticide being used, safety precautions, storing

information, mixing information. All products being used by the company.

News ReleaseContact Name: _______________________________________Contact Phone Number: ________________________________For Immediate ReleaseChinch Bug Outbreak

At the S & K sod fields located in Kenansville, Florida has experienced an outbreak of chinch bugs in their St. Augustine grass pastures. ________________ discovered the outbreak on _________________. When President, David Smith, was notified the Florida Department of Agriculture. There are currently tests being done to figure out where and when the outbreak originated from.

The sales of St. Augustine Grass has been suspended until further notice along with substituting current orders with locals companies St. Augustine grass.

“We are working to our best ability to restart production in out St. Augustine pastures” said David Smith.

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Evaluation

Community Relations:

How did the community originally respond to the outbreak? Do companies ensure their business for St. Augustine grass with

S & K Sod? What outlets of communication worked the best?

Crisis Management Team

How did the team perform together? How did the team do under pressure? Did the spokesperson communicate with the media

appropriately? Were there enough supplies? Should any team members be replaced?

o Should there be more team players if there is a next time?

Media Relations

Did we give the media what they wanted? How did the spokesperson handle the media? Could anything be communicated better? Were the key messages communicated correctly?

Ending Statement

At S & K Sod, we are dedicated to the health and quality of our grass. We strive to grow and provide a quality product to please all of our customers. In the case of a chinch bug outbreak, it is our responsibility to make right the damages done to any product provided. Through this plan, we can all communicate with ease in order to solve the crisis quickly and effectively. Thank you for participating in this training.

-S & K Management