Bruce Trail Conservancy

Crisis Communication Plan

Prepared by: Erin VanderVeen

Chawana Champagne
Erin Lynch
Jessica Tingle
Joachim Okoye
Rachel Vorobej
Joanna Ward

Date: April 2, 2014

Updated: April 1, 2014

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BTC Crisis Communications Plan 2014

Table of Contents

Letter from Management......2

Introduction/Overview...3
Situation/Assumptions....3
Communication Objectives.......3
Stakeholders........4
Communication Strategy..........4-7
Information Dissemination
Resources
Activities/Responsibilities
Evaluation...7-8

Appendixes
Appendix 1
Fact Gathering Sheet..9-10
Appendix # 2
Initial Media Response Template......11
Appendix # 3
Principles for Effective Communications in a Crisis.....12
Appendix # 4
Tips for Dealing with the Media in a Crisis.....12
Appendix 5
Crisis Communications Workroom Setup/Supplies/Equipment Checklist.13-15
Appendix 6
Employee Contact List and Contact List Template16

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BTC Crisis Communications Plan 2014

Letter from Top Management

Re: Crisis Communications Plan

Dear Colleagues:
This crisis communications plan for The Bruce Trail Conservancy serves to guarantee
proactive communications and preparedness in the event of a crisis, as well as ensuring a
professional reaction from staff. This plan is to be read by all staff members on a regular basis to
make sure that every member of the Bruce Trail Conservancy team is up-to-date and aware of
proper procedure when a crisis arises on the trail.
The Bruce Trail Conservancy and its staff are committed to ensuring both the health and
safety of any individual who chooses to use the Bruce Trail footpath, and also the safety of our
internal and external staff. In order to prove and guarantee our commitment, this plan has been
written to educate and assist all staff members when a crisis arises.
Enclosed within the plan are communication goals and objectives, possible situations that
could arise during a crisis, responsibilities of individuals, and information on who to contact, and
how and when to contact them, in the event of a crisis.
The creation of this plan makes the Bruce Trail Conservancy a safer and a more fully
prepared organization. It allows us to maintain health and safety as a top priority. As a well-used
footpath all across the Niagara Escarpment, it is important that we keep our staff up to date and
familiar with a crisis management plan. Once again it is encouraged that as a staff member you
remember that this plan was created to make your job easier in a time of crisis. Please make
yourselves acquainted with it. Thank you for your cooperation.

Sincerely,

Beth Gilhespy
Executive Director, Bruce Trail Conservancy

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BTC Crisis Communications Plan 2014

Overview Introduction
This crisis communications plan has been developed for the Bruce Trail Conservancy as a
guideline to follow in the event of a crisis. The plan is necessary because the survival of an
organizations reputation during a crisis depends on its internal culture, strengths of its
communications, and preparedness of its leadership. The plan will include roles and
responsibilities of key players, as well as strategies, tactics, and measurement tools for managing a
crisis. The rationale for the plan is to promote a culture of preparedness, supported by strong
systems, procedures, and training that enable people to behave effectively in stressful and
challenging situations.

Situation/Assumptions
In the event of a crisis, here are steps that may need to take place:
- The media, general public and community stakeholders require timely and accurate
information on the situation
- Communicate early and often
- Different types of information needs to be communicated, often to different audiences
internal, external, cultural, etc.
- Control rumours/counteract misinformation immediately
- Anticipate potential misconceptions, concerns, fears, questions and prepare to address
- Connect with hard-to-reach groups (i.e. primary language not English)
- Engage local media
- Keep public informed of general progress
- Report positive events to reinforce public confidence

Communication Objectives
The objectives of BTCs crisis communications plan are as follows:
1. To inform the appropriate audiences about the crisis and address their concerns and questions
as soon as possible.
2. To communicate regularly and effectively with audiences in a transparent, honest and timely
manner.
3. To provide media with key messages and information throughout the crisis in order to ensure
proper information about the BTC and the crisis is being released to audiences.
4. To ensure effective crisis management is implemented.
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BTC Crisis Communications Plan 2014

Stakeholders
*See Appendix 6 for contact list template
Primary
- BTC Members
- BTC Volunteers
- BTC management and directors
- Employees
- Victims/survivors
- Families of victims/survivors
- Media
Secondary
- Donors
- Community members that use the Trail
- Suppliers
- Community organization, businesses and institutions
- Local government services and officials
- First responders (Fire fighters, Police, EMS)
Communication Strategy
Information Dissemination
BTC Members
- BTC newsletters
- E-mail
- Social media
- BTC Web site
- Media
- Social media
BTC Volunteers
- E-mail
- Media
- BTC Web site
- Social media
BTC Management and Directors
- E-mail
- Board meeting
- Phone
- Social media
- BTC Web site
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BTC Crisis Communications Plan 2014

- Media
- Fax
Employees
- E-mail broadcast
- Phone/Cell phones
- Face-to-face
- Bulletin boards
- BTC Web site
- Media
- Voicemail-broadcast
- Fax
Media
- Media conference
- Media releases
- Social media
- Phone
- BTC Web site
- Fax
Victims/Survivors and their families
- Face-to-face
- Phone
- E-mail
Secondary Audiences
- Social media
- Media
- Emergency hotline
- BTC Web site
- Phone (only applicable to some)
- Email (only applicable to some)
- Fax (only applicable to some)
Resources
Below is a list of resources the BTC should consider when communicating during a crisis. For a
more complete list, refer to Appendix 5:
- Local media channels, such as CHCH, Cable 14, Hamilton Spectator, etc.
- BTC Web site
- BTCs Facebook page
- Email (templates should be drafted that can be sent out to relevant audiences)
- Contact lists (see Appendix 6)
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BTC Crisis Communications Plan 2014

- Cellphones
- Landline telephones
- Laptop computers with batteries and chargers
- Maps of building BTC headquarters
- Maps of the Bruce Trail and side trails
Communication Activities/ Responsibilities
Spokesperson
- Designated person: Beth Gilhespy, Executive Director
- Backup: Allison Wright, Executive Assistant
Activities:
- Monitor potential situations
- Coordinate the public information efforts
- Refine/modify communication plan as needed and ensure consistency with the
emergency preparedness and response framework
- Ensure all communications to media are directed through spokesperson and no one else
- Ensure all communications to external and internal audiences are directed through
appointed Communications Coordinators and no one else
- Media briefings
Communications Coordinator - Media and External
- Designated person: Marsha Russell, Director of Communications
- Backup: Jan Graves, Director of Fundraising
Activities:
- Maintain current media list
- Media monitoring
- Web site management
- Develop communications; brief spokespeople; and verify all details before releasing
- Work with local media to disseminate information set up media conferences and/or
media briefings; issue media advisories or media releases; issue Public Service
Announcements (PSAs); arrange interviews as required
- Attempt to anticipate media and public enquiries
- Compile materials file all media advisories and media releases issued
- Maintain media/external contact lists
Second Communications Coordinator - All internal and some external
-

Designated person: Paul Toffoletti, Iroquoia Club Director

Backup: Warren Bell, Executive Vice President

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BTC Crisis Communications Plan 2014

Activities:
- Refine/modify communication plan as needed and ensure consistency with the
emergency preparedness and response framework set by the Bruce Trail Conservancy.
- Identify gaps in the existing systems that will require additional resources (e.g.,
dedicated media conference facilities and HR support for communication staff)
- Coordinate employee communications
- Coordinate volunteer and/or member and/or donor communications
- Maintain internal contact lists
- Update information bulletin boards within headquarters
- Social media management
- Site visits
Evaluation
The plan should be evaluated on a twice-yearly basis for the first few years to make any
necessary amendments as situations arise. After a few years, the plan can be reviewed on a yearly
basis, for example in the BTCs annual report.
You can evaluate preparedness through simple but realistic crisis simulation exercises that
not only test, but coach and identify opportunities for improvement.
Steps for measurement program
1. Define your audiences
2. Define your objectives
3. Decide what you are bench-marking against
4. Analyze results for actionable conclusions
a. Secure Loose EndsAppropriate communications should be made outlining the
resolution and appropriate audiences
i. Any changes should be updated via phone and email
b. Re-convene crisis communications team to evaluate response actions: what didnt
work, what needs to be improved/revised for the future etc.
i. How was the organization impacted?
ii. Attitudes and behaviours of audiences
c. Media Coverage Assessment
i. Review coverage, check for consistency, volume and quality of press
coverage
ii. Are there issues that need further clarification?
5. Repeat (measurement should be ongoing)
3 Elements to Measure your Effectiveness During a Crisis
1. Measuring Outputs and the Effectiveness of Your Process:
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BTC Crisis Communications Plan 2014

a. Hour by hour or day by day monitoring of the media to determine your key
messages are being communicated and to whom
i. Tools include: media clipping (CisionCanadian clipping services and
reports), Social Media (Twenty FeetMetrics aggregator for social media
and web property)
2. Measuring Impact
a. Determining if the messages are being communicated and to whom
3. Measuring Outcomes
a. In the long run: did the crisis impact reputation, peoples intent to purchase
(memberships), employee turnover, and stakeholder confidence?

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BTC Crisis Communications Plan 2014

Appendix 1: Fact Gathering Sheet

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Appendix 2: Initial Media Response Template

Company Logo
Address
SAMPLE INITIAL REPSPONSE
STATEMENT
*Can be delivered verbally or provided in written format
INITIAL MEDIA RESPONSE STATEMENT
Update # 1 12:30 p.m. - << Include update # and time of update>>
Brief Headline Defining Crisis
(e.g. ABC Oil responding to refinery explosion)
<<Place name>> <<Date>> <<Organization name>> is responding to <<brief crisis
description no longer than one sentence>>.
What happened: Key facts one or two sentences.
Victim impact analysis (if applicable): How many people have been affected, injured, or died?
(only state if you know for sure)
Areas or operations affected: What business operations, facilities have been affected? What is
the impact on normal business operations?
Current response actions: Brief description - what are you doing to fix the problem?
Next steps: State only what you know for sure (i.e. time of next update, a crisis response team
formed, family assistance being provided). Do not speculate on what the steps might be.
Additional information: Is there a number that the public or media can call for information? Is
there a Web site? What other information have you gathered that may be helpful in managing the
crisis?
-30-

Media Contacts:
Name/Title

Phone Number(s)

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BTC Crisis Communications Plan 2014

Appendix 3: Principles of Effective Communications in a Crisis

1. First 24 hours and first seven days are the most critical
2. Get the facts correct and out quickly!
3. Show concern
4. Show how the organization is reducing risk
5. Accept responsibility
6. Demonstrate leadership
7. Understand realities of the situation
8. Monitor media coverage
9. Offer assistance and follow-up with corrective measures

Appendix 4: Tips for dealing with the Media in a Crisis:

- Communicate quickly and frequently (even if news isnt good)
- Write a media response statement providing basic facts
- Do not speculate get the facts and verify them
- Appoint one spokesperson the media trusts
- Be accessible providing after hours phone numbers and contacts
- Consider a special phone number for media only
- Return calls as quickly as possible
- In major crises, set up equipped media information centre (i.e. telephone jacks, etc.)
- Arrange for tours to area if necessary
- Get to know reporters beforehand so that they know you and your company
- Anticipate media questions
- Prepare and rehearse answers
- Keep a list of deadlines so that you can schedule conferences to tie in with media
deadlines
- But call a media conference only if necessary
- Considering establish a Pool if overcrowding is an issue

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BTC Crisis Communications Plan 2014

Appendix 5: Crisis Communications Workroom Setup/Supplies/Equipment Checklist

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Appendix 6: Employee Contact List and Contact List Template

*This template that can be modified for media lists, club directors list, etc.
* Phone numbers for BTC related contacts will be filled in by BTC.
Title

Name

E-mail

1.

Executive Vice President

Warren Bell

wbell@brucetrail.org

2.

Executive Director

Beth (Kmmling) Gilhespy

bgilhespy@brucetrail.org

3.

Executive Assistant

Allison Wright

awright@brucetrail.org

4.

Director of Marketing and

Communications
Director of Fundraising

Marsha Russell

mrussell@brucetrail.org

Jan Graves

jgraves@brucetrail.org

Jackie Randle

jrandle@brucetrail.org

Antoin Diamond

adiamond@brucetrail.org

Kimra Shillingford

kshillingford@brucetrail.org

Scott Langley
Adam Brylowski

slangley@brucetrail.org
abrylowski@brucetrail.org

Brian Popelier

bpopelier@brucetrail.org

12.

Director of Volunteer
Programs
Director of Land
Securement
Donor Stewardship
Coordinator
GIS Cartographer
Land Stewardship
Coordinator
Conservation Stewardship
Officer
Membership Coordinator

Laura Tuohy

ltuohy@brucetrail.org

13.
14.
15.
16.

Accountant
Bookkeeper
Office Administrator
Office Administrator

Kevin Durfy
Sharon Fennell
Pat Stainton
Cheryll Sullivan

kdurfy@brucetrail.org
sfennell@brucetrail.org
pstainton@brucetrail.org
csullivan@brucetrail.org

5.
6.
7.
8.
9.
10.
11.

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Work Phone

Cell Phone

Home Phone