Lenfest Center for the Arts

Crisis Communication Plan

Created: March 10, 2017

Last Updated:
By: Claire Hoffert
Table of Contents
Introduction.....
3

Acknowledgements...4

Rehearsal Dates....5

Background Information...6

Potential Crises...7-10
Impact vs. Likelihood Chart.. 7

Purpose and Objectives.....11

Third-Party Specialist Contact Sheet...12

Crisis Goals......
13

Crisis Communication Team....14-15

Media Spokesperson....16-17

Media Tips......18-19

Key Publics.....
20-21

Media Contact Information....22

Stock Photos....23

Phone Tree...24

Crisis Command Center....25

Crisis....
26-28

Press Release Sample...29

Social Media Response....

30-31

Receptionist Script....32

Parking Lot.....33-34

Instructing and Adjusting Information......35

Post Crisis Evaluation....36

Incident Report Form......

37

Directions and Map.......38-39

Sources and URLs....40-41

2
Introduction
March 10, 2017
Dear Washington and Lee and Lenfest Center for the Arts Employees,

In the event of a crisis occurring at Lenfest Center for the Arts, this crisis communication plan
will serve as a guide to promote Washington and Lee Universitys traditions of honor, integrity
and civility. Following our motto, Non Incautus Futuri or Not Unmindful of the Future, this
crisis plan will keep the possible future in mind to uphold our reputation and to continue to
strive toward the values we hope to instill in our students: good judgment, a love of learning, a
commitment to justice and an honorable character.

The following pages hold the rehearsal dates for a possible crisis and all information needed to
effectively respond to a crisis resulting from a car crash near Lenfest Center for the Arts. This
crisis plan is separate from a plan for Washington and Lee University as the Lenfest building
has certain vulnerabilities, such as the parking lot, graphic content in productions and set
equipment, that would not make a university-wide response appropriate. It is essential that you
read this crisis plan thoroughly in order to be best prepared to respond in a timely, accurate,
and consistent manner that builds our credibility. Be ready to rehearse the plan once a year
and review it by yourself in spare time in order to keep it fresh in your minds.

Your dedication to this plan is the only way we will succeed in enacting it after a crisis. Please
keep the plan in a place that is easily accessed in order to review. Please contact me with any
questions.

Sincerely,

Shawn Paul Evans

Department Head of Theater, Dance and Film Studies for the Lenfest Center for the Arts

3
Acknowledgements
By signing below, each member of the crisis team acknowledges that he or she has read
and understands the entire Lenfest Center for the Arts Crisis Communication Plan, and
will commit to his or her role in the plan during the possible crisis and rehearsals for the
crisis. Each member will also agree to keep the crisis plan confidential.

Signature Date

William Dudley ____________________________________________________

President of the University

Shawn Paul Evans ____________________________________________________

Department Head of Theater, Dance and Film Studies

Mary Peterson ___________________________________________________

Administrative Assistant

Drewry Sackett ___________________________________________________

Director of Media and Community Relations

James Goodin ____________________________________________________

Digital Media Producer

Leanne Shank ____________________________________________________

General Counsel

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Rehearsal Dates
Lenfest Center for the Arts will conduct rehearsals of the crisis plan once a year. The
rehearsals will take place during the school year and will be conducted by Shawn Paul
Evans. The rehearsals will take place in different months on different days and at different
times in order to test the plan during times when professors are and are not in class. The
steps of the crisis plan will be followed as an actual crisis; however, no emergency
services will be contacted. If the crisis plan needs to be changed or updated, all members
of the crisis team must sign and date a new version of this sheet.

Future Rehearsal Dates:

October 10, 2017, at 10 a.m.
March 14, 2018, at 4 p.m.
January 24, 2019, at 12 p.m.
May 8, 2020, at 8 a.m.

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Background Information

The Lenfest Center for the Arts opened in 1991 at Washington and Lee University.
Lenfest holds two theaters, a performance hall and a gallery, as well as
classrooms, practice rooms, a dark room and offices for professors and
administrative staff.
Lenfest incorporates performing arts, including theater, musical theater, dance,
performance art, opera and operetta, and choral and band music.
The Johnson Theater is a black box theater that may be arranged into a
proscenium, arena, and thrust stage. The theater includes state-of-the-art sound
and lighting.
The Keller Theater holds the universitys large-scale plays and musicals. The
theater includes state-of-the-art sound and lighting, full theater rigging, and an
elevator orchestra lift.
The Staniar Gallery hosts exhibiting artists who visit the university and conduct
critiques, give lectures, and mentor students. The gallery was opened in 2006 with
the funding of Burt Staniar.
Wilson Concert Hall, named after John Wilson, a former Washington and Lee
president, holds university ensemble concerts.

Address: 100 Glasgow Street, Washington and Lee University, Lexington, Virginia, 24450
Contact: Susan Wagner, Assistant Director
Website: h
ttps://www.wlu.edu/lenfest-center

6
Potential Crises
Likelihood:
0: Impossible; no chance
1: Almost impossible
2: Somewhat possible, but unlikely
3: Possible
4: Likely; has happened to similar buildings
5: Extremely likely; may have happened previously at Lenfest Center for the Arts;
warning signs are present

Impact:
0: No damage or serious consequences
1: Insignificant; can be easily handled
2: Minor damage
3: Major damage; not a major media issue
4: Critical damage; a major media issue
5: Devastating damage; front-page news coverage

Impact vs. Likelihood Chart

7
Potential Crises

Car Crash
Likelihood: 4 - The Lenfest Center for the Arts has a small parking lot that requires
drivers to make sharp turns as they maneuver their vehicle. The parking lot is
different from other Washington and Lee parking lots as it is made from brick, has a
slight slope, and has smaller spaces. It would be very easy for a car to scrape
another car when parking or to run into a person walking in a drivers blind spot.
Lexington students regularly park in the Lenfest parking lot, and have been a part
of small traffic accidents in the lot. Further, because Lenfest is situated at the base
of two hills, it is a downhill drive in both directions using the adjacent street (Nelson
Street). The speed limit on Nelson Street is only 25 mph, but because of the hills,
drivers tend to speed, posing a risk to students who regularly walk across Nelson
Street to get to and from campus. Police officers occasionally monitor Nelson
Street, but it doesnt stop drivers from speeding.
Impact: 4 - The impact would vary for a car crash, depending on the injuries
sustained. If a car scrapes another car in the parking lot, the impact would be
minimal. However, if a car speeding down Nelson Street hits a student, the impact
would be great and would garner extensive media coverage and parental
concerns. As Lexington is known for its elderly community, these residents
regularly come to productions at Lenfest and could also become the victim of a
crash.
Advertising Plays
Likelihood: 2 - Lenfest regularly puts on productions that contain graphic or
explicit content that shouldnt be seen by children, such as the most recent
production of D racula. However, Lenfest has advertised the content carefully.
During the last major production, Lenfest included a warning on all advertisements.
Impact: 2 - The impact of children going to a production and seeing graphic or
explicit content would be minimal. Parents may be upset and make complaints to
Lenfest, but Lenfest officials careful advertising would limit its liability.
YouTube Video
Likelihood: 2 - Parents who come to Lenfest productions love to videotape their
childrens performances. Since Lenfest doesnt have the rights to put the
performances on YouTube, the director warns the audience before every
performance. Because of this, parents refrain from taking videos and take pictures
instead.
Impact: 4 - Since Lenfest does not have the rights to publish its performances

8
 anywhere, the owner of the original material would be able to sue Lenfest. Lenfest
would have limited liability since it did not publish the performance itself and
warned the audience beforehand, but the owner could still sue for a massive
amount.
Underage Drinking
Likelihood: 4 - After certain concerts in Lenfest, including the Parents Weekend
Choral Concert, Lenfest hosts a reception with wine and hors d'oeuvres. Some
students are 21 and older and so are able to be served, but underage students try
to drink alcohol as well. Even though the bartender makes sure to check
identification, students are able to ask their older friends to buy them drinks.
Impact: 1 - While students have a high likelihood to drink underage, it is unlikely
to become a problem. The bar is not open, so students must pay to drink.
Because the reception lasts only an hour, it is unlikely that students would be able
to purchase multiple drinks in that amount of time. Since the underage drinking is
unlikely to get out of hand, the impact of underage drinking after concerts is very
low.
Food Contamination
Likelihood: 2 - After concerts or guest speeches, Lenfest hosts receptions
that include dessert, cheeses and sometimes a full meal. Since Washington and
Lee University complies with all federal, state and local health codes, it is unlikely
that the university would fail to follow its guidelines and contaminate food.
Impact: 2 - Since these receptions are served by dining services staff, Lenfest
would not be responsible for the food contamination. The impact would be low
for Lenfest but higher for the entire Washington and Lee University.
Risers Break
Likelihood: 2 - Lenfest has owned the concert hall choral risers for decades, and
the risers squeak often. Even though the risers are very old, they are still within
their lifespan and so are unlikely to break before their lifespan ends.
Impact: 3 - Since the risers are still within their lifespan, if they do break, they
would be Lenfests liability. However, since the risers are somewhat low to the
ground, a member of the choir who falls when they break would be unlikely to
endure a major injury. Thus, the impact would be low for the university because it
would only have to pay minor hospital bills in the event of an injury.
Fire
Likelihood: 2 - Lenfest productions in the Keller Theater use state-of-the-art
theatrical technology to create a masterful production. In the last major production,
Dracula, Lenfest used theater tricks to create a burst of flame. However, skilled
professionals in the Theater Department are teaching the actors to use flame, and
so the likelihood of starting a fire is low.

9
 Impact: 4 - If a fire were started in Lenfest, the impact would be high because it
would most likely be during a performance because the director would want to
save materials during rehearsals. As an audience would be there, the entire
auditorium would have to be evacuated quickly, and major media coverage in
Lexington would ensue in the event of a fire in Lenfest.
Explicit Art
Likelihood: 3 - Student art is displayed on the walls of the Lenfest building and
guest lecturers are able to exhibit their art in the Staniar Gallery. The gallery is
open to the public and has glass doors, making it easy for visitors to Lenfest to see
inside even if they do not enter the gallery. Children of professors and visitors to
Lenfest regularly visit with their parents and could potentially view the explicit art.
However, because the art is reviewed before it is allowed on the walls, it is
somewhat unlikely that explicit art would make its way onto walls that children
would inadvertently see.
Impact: 2 - Explicit art is unlikely to have a major impact on Lenfest, as parents
would complain to Lenfest employees, and the art would simply be taken down.
Set Injury
Likelihood: 3 - Lenfest builds its own sets for performances in the scene shop.
Many sets are large and built of wood, requiring that Lenfest utilize heavy
machinery. If a student is working with the heavy machinery or has entered the
scene shop when others are working with the machinery, there is a likelihood that a
student could injure himself or herself.
Impact: 3 - The scene shop follows guidelines to keep the construction of set
materials as safe as possible. In the event of an unruly visitor, the machinery could
injure the person, but it is unlikely to result in the death or limb detachment of a
person.
Wildlife
Likelihood: 5 - Lexington is a town in rural Virginia where animals are likely to be
walking around. Two years ago, behind Lenfest, two deer were fighting and
locking their horns together. One of the bucks died at the end of the fight.
Because of its location, Lenfest could experience problems from wildlife.
Impact: 2 - While one of the deer died in the incident, public safety responded by
sending an officer who is used to dealing with deer and other wildlife. Lexingtons
police department also retains animal control officers. In the event of a wildlife
incident, public safety and the police department have the experience to deal with
it skillfully and limit the impact.

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Purpose and Objectives
The purpose of this crisis plan is to prepare for an event in order to keep all students and
employees safe, to reduce the impact of any injuries, and to keep the reputation of
Lenfest Center for the Arts and Washington and Lee University intact. The greatest threat
to Lenfest Center for the Arts is a car accident in the parking lot or on Nelson Street. This
plan will prepare employees for how to react in such a crisis and shorten the response
time. The crisis plan will allow for changes in the future in our response and install
measures to keep the crisis from happening again, as well as focusing on renewal and
improving the universitys reputation. In our crisis response, we will not give out the name
of anyone injured or killed until the family is contacted. We will ensure that the familys
privacy is not infringed upon while alerting the members of the Washington and Lee
community of the accident. We hope that we will not need to cancel events or classes in
the Lenfest Center and return to normal as soon as we can.

Primary Objectives:
Rehearse crisis plan annually
Be vigilant for any incidents in the parking lot and on Nelson Street
Assist the victim and ensure that the victim is given all needed care
Implement the crisis plan directly after the accident
Inform all members of the crisis team and utilize the phone tree
Provide comfort and reassurance to the victim and his/her family and the
Washington and Lee community
Be transparent, honest and accurate in all communication
Maintain a positive reputation of care
Determine the end of the crisis
Conduct an evaluation after the crisis

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Third-Party Specialist Contact Sheet

Crisis Contact Job/Position Phone Email

Car Crash Mark Lexington Police (859) police-chief@lexin

Barnard, Chief, 258-3621, gtonpolice.ky.gov,
Anthony Doctor at (540) haostby@carilionc
Barrera Stonewall 458-3348 linic.org
Jackson
Hospital

Advertising James Liability attorney (540) james@creekmor

Plays Creekmore 443-9350 elaw.com

YouTube Video Jared Burden Trademark and (571) jburden@jaredbur

Copyright Law 303-9920 denlaw.com
Attorney

Underage John Craft VA Dept. of (540) compliance@abc.

Drinking Alcoholic 332-7803 virginia.gov
Beverage
Control

Food Caroline VA Department (804) caroline.holsinger

Contamination Holsinger of Health 864-8182 @vdh.virginia.gov
Director

Risers Break James Liability attorney (540) james@creekmor

Creekmore 443-9350 elaw.com

Fire Ty Dickerson Fire Chief (540) tdickerson@lexing

463-3210 tonva.gov

Explicit Art James Liability attorney (540) james@creekmor

Creekmore 443-9350 elaw.com

Set Injury Anthony Doctor at (540) haostby@carilionc

Barrera, Stonewall 458-3348, linic.org,
Daniel Frankl Jackson (540) dfrankl@franklmill
Hospital, Injury 527-3520 erwebb.com
Attorney

Wildlife Mark Lexington Police (859) police-chief@lexin

Barnard, Chief, Public 258-3621, gtonpolice.ky.gov,
Ethan Kipnes Safety (540) ekipnes@wlu.edu
458-8427

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Crisis Goals
Main Goals:
Ensure safety of the victim
Provide necessary third-party care
Reassure students, faculty and employees of campus safety
Assuage concerns of parents
Maintain classes and events at Lenfest Center for the Arts
Keep alumni happy about the continued traditions of the school
Maintain positive reputation
Interact positively and confidently with media organizations
Make clear and reasonable decisions
Additional Immediate Goals:
Contact police within two minutes of your awareness of the incident
Initiate the crisis plan within 10 minutes of the incident
Install signs one day after the incident
Block off the parking lot within five hours of the incident
Arrange for repaving of the parking lot or the installation of posts one day after the
incident if needed
Resume operations within two days of the incident if they needed to be stopped
Cooperate with police in their efforts to identify the perpetrator of the incident
Work with police to deliver any needed information
Contact the media and provide statements of accuracy with poise
Additional Long-Term Goals:
Reestablish popularity and patronage of Lenfest
Provide support for the Washington and Lee community in the event of a death by
hosting events and creating videos in memory of the victim
Cooperate with police in the event of an extended investigation
Ensure campus safety through student safety training
Focus on organizational renewal through new procedures

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Crisis Communication Team
William Dudley
President of the University
As William Dudley is the president of Washington and Lee University, he will be the main
spokesperson. Because of his role at the university, parents will expect that he will have a
main role in the crisis. He will speak to the media, employees, students, and concerned
parents, and will make appearances at the hospital if any injury is severe enough that it
requires a hospital stay. He will speak with Leanne Shank before his appearance at the
hospital to ensure the university is not admitting guilt. He will be in charge of sending out
email messages to the student body of Washington and Lee, parents, and alumni. He will
also make final decisions about the Lenfest Center for the Arts.

Shawn Paul Evans (Team Leader)

Department Head of Theater, Dance and Film Studies
As Shawn Paul Evans is good with talking to people, he will be the backup spokesperson.
He will be in charge of smaller and immediate decisions having to do with the Lenfest
Center for the Arts. He will also lead the crisis communication team and make sure that
the plan is followed, as well as continuing rehearsals of the plan.

Mary Peterson
Administrative Assistant
Mary Peterson will call off ensemble practices in the event of the closure of the Lenfest
Center for the Arts. She will contact any third party contacts, if needed, and will follow-up
with those contacts. She will also be in charge of purchasing and will coordinate events if
the car crash results in the death of a student.

Drewry Sackett
Director of Media and Community Relations
Drewry Sackett will be the main media contact. She will create key messages and write

14
 press releases. She will also coordinate with James Goodin for the social media and
website communication and will assist William Dudley in creating any email messages
sent to the student body, parents, and alumni.

James Goodin
Digital Media Producer
James Goodin will update social media and the website. He will work with Drewry Sackett
in creating a consistent message. He will also create any digital content needed. For
example, if a student died in the car crash, he will produce a video in memory of the
student.

Leanne Shank
General Counsel for Washington and Lee
As Leanne Shank is the head of General Counsel for Washington and Lee, she will
provide any legal assistance needed for the university. She will also coordinate with
Drewry Sackett and James Goodin in creating key messages that will reduce the
universitys liability in the event of injury or death.

Name Cell Number School Number Email Address

William Dudley (413) 458-1082 (540) 458-8700 wcdudley@wlu.edu 209 W. Washington St.
Lexington, VA, 24450

Shawn Paul Evans (434) 409-3752 (540) 458-8014 evanss@wlu.edu 850 PO Box
Lexington, VA, 24450

Mary Peterson (919) 528-0953 (540) 458-8852 mpeterson@wlu.edu 310 Enfield Rd.
Lexington, VA, 24450

Drewry Sackett (336) 274-8997 (540) 458-8459 dsackett@wlu.edu 7 Houston St.

Lexington, VA, 24450

James Goodin (540) 458-5854 (540) 458-8319 jgoodin@wlu.edu 202 Miller St.
Lexington, VA, 24450

Leanne Shank (540) 464-1292 (540) 458-8941 lshank@wlu.edu 65 Pinehurst Dr.

Lexington, VA, 24450

15
Media Spokesperson

William Dudley will act as the main media spokesperson during a crisis at Lenfest Center
for the Arts. As William Dudley is the president of the university, he is the best person to
represent the Lenfest building. Dudley has experience public speaking and cares about
the well-being of the students and employees of the university. William Dudley will also
speak to students, trustees, faculty, staff, and alumni. In the event of an interview with a
member of a media organization, Dudley will speak to the reporter. Shawn Paul Evans will
act as the secondary spokesperson if Dudley is unavailable. As Shawn Paul Evans is the
director of the Theater Department, he has experience speaking in front of large
audiences. Evans has also lived in Lexington longer than Dudley and so knows members
of the community. As Shawn Paul Evans has more experience at the university and
directly interacts with students, he will speak to parents. In the event of a legal issue for
the university, Leanne Shank will speak to the media as she is the head of General
Counsel for the university.

William Dudley will use the authoritarian leadership style in order to control the situation
and assure key publics that the university is handling the situation and will assist students
through the crisis.

Spokespersons Role:
Manage the accuracy and consistency of the messages
Coordinate with all spokespersons to ensure consistency and preparation
Listen to the media and respond
Think quickly and answer difficult questions effectively
Appear pleasant on camera through delivery, content, facial features and physical
appearance
Present information clearly
Reduce the turmoil of the crisis

16
 Reassert order and control by maintaining a visible presence on campus
Oversee responses
Help others understand and cope with what is happening
Provide comfort and reassurance
Provide a vision for response, recovery and renewal
Promote transparency and honesty
Make final and difficult decisions

Spokesperson Guidelines
Dont let the media push you into saying things you dont want to say
Express concern for anyone harmed by the crisis
Avoid the phrase no comment
Say you are working to find the answer if you dont have it now
Dont speak with certainty if unsure
Avoid jargon

17
Media Tips
Key Messages:
We are primarily focused on the safety of the victim.
We express sympathy for the victim and the victims family.
We responded quickly to the incident, are in control of the situation and are
working with police.

Trick Questions:
In order to be prepared for speaking with the media, the spokesperson must practice
answering trick questions. Reporters will use these questions to attempt to make the
spokesperson stray from the key messages and to get a provocative quotation. The
spokesperson must stay calm and confidently relay information without giving inaccurate
or misleading information. If the spokesperson is unsure of the answer, he or she must
respond, I dont have the right information here with me. Would it be okay if I get back to
you on that? I would hate to mislead you or give you the wrong information.

Speculative Questions:
A spokesperson should not answer speculative questions or questions that sketch out a
hypothetical situation. The spokespersons answers could make the situation seem worse
than it is or give the reporter a misleading headline.
Example Question: If the driver of a car were a professor or employee of the university,
how would your response to the accident change?
Example Answer: I cant speculate on that but I can tell you that the lives of our students
are very important to us and we are dedicated to their safety.

Accusatory Questions:
If a journalist frames a question in a way that accuses you and Lenfest Center for the Arts
of handling the situation poorly, you should take control of the question, frame it in a

18
positive light and return to your key messages. Focus on what you are doing now to
change the situation. Also, make sure not to blame someone else for the situation.
Example Question: Why didnt you install a stop sign on Nelson Street if you knew if was
a problem?
Example Answer: We have worked with police in the past to install a flashing yellow sign
that alerts drivers of pedestrians. Unfortunately, that wasnt enough to prevent this terrible
accident. We are now working with police and have requested the city install a stop sign
and other signs in the parking lot to ensure the safety of our students.

Leading Questions:
Similarly to accusatory questions, you should frame the question in a positive light and
return to your key messages. Instead of letting the journalist frame the situation, you
should negate the negative aspect, switch it to a positive message and then deal with the
question the journalist asked.
Example Question: How badly has your reputation been damaged because of this?
Example Answer: We have been fortunate that our community at Washington and Lee
has been able to bond together during this time. We hope that our strong community will
be shown outside of our university, and that others have been able to see the care we
have for each other.

Other Guidelines:
If a reporter speaks to you in a friendly manner about other topics and then
switches to the accident, remember that you are always on the record until you
request to be off the record with every interaction with a reporter. Even if you are
off the record, you should be careful with what you say.
Develop relationships with reporters and speak to them in a friendly manner. Dont
be afraid to let your personality and concern for the situation show. Some
reporters may be gentler on those they see as genuine people.

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Key Publics
Primary Publics: those groups defined by an organization as most important to its
success.
Officials: Mary Peterson will contact police by phone immediately after the incident
happened before other parties are notified.
Students (undergraduate and law students): William Dudley will work with Drewry
Sackett to craft an email to the student body. Dudley will sign the email. The
students will be notified after the parents and after any injured parties have been to
the hospital.
Parents: The parents of the students involved in the incident will be the first group
to be notified after the police and ambulance, if needed. Family members should
be contacted first so they dont hear of the incident from the media. Shawn Paul
Evans will make phone calls to parents individually to inform them of the situation.
City leaders: Shawn Paul Evans will speak with city leaders about the crash before
students, faculty, and staff are notified in order to allow them to take control of the
situation.
Faculty: William Dudley and Drewry Sackett will create and send an email to the
faculty (to be signed by Dudley) at the same time as the email sent to the students.
Staff: William Dudley and Drewry Sackett will create and send an email to the staff
(to be signed by Dudley) at the same time as the emails sent to students and
faculty.
Prospective Students: Drewry Sackett will notify prospective students who are
planning to tour the university in the event that the university needs to halt classes.
Trustees: William Dudley will send a statement to the trustees and will field calls
from trustees if needed.
Secondary Publics: key groups that do not play an active role in the day-to-day activities
of the organization but are still important to its overall success.
Media: Drewry Sackett will contact the media after students, faculty and staff are
notified. The media needs to be notified but the news of the incident should come

20
 from the president of the university instead of the media. If the media is notified
after students, faculty and staff, this will ensure that the they will be made aware of
the situation from William Dudley.
Lexington community members: William Dudley will create a statement with Drewry
Sackett to send to media organizations in order to distribute the information to
Lexington community members. As Shawn Paul Evans has been a member of the
Lexington community much longer than William Dudley, he will take calls from
Lexington community members.
Alumni: William Dudley and Drewry Sackett will create a statement to be sent to
alumni (to be signed by Dudley) at the same time as the statement sent to the
trustees.

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Media Contact Information

News Outlet Contact Phone Number Address

News-Gazette Darryl Woodson (540) 463-3113 20 W. Nelson St.

Lexington, VA, 24450

Ring-Tum Phi Anna Akins (404) 295-2423 204 W. Washington

St. Lexington, VA,
24450

Rockbridge Advocate Douglas Harwood (540) 463-2062 7 E Washington St.

Lexington, VA, 24450

New Leader Brad Zinn (540) 885-7281 11 N. Central Ave

Staunton, VA, 24401

Roanoke Times Lawrence McConnell (540) 981-3377 201 W. Campbell

Ave Roanoke, VA,
24011

WDBJ-7 Brie Jackson (540) 344-7000 2807 Hershberger

Rd. NW Roanoke,
VA, 24017

WSLS-10 Erin Brookshier (540) 981-9110 401 3rd St. SW

Roanoke, VA, 24011

WSET-13 Mark Spain (540) 981-1313 710 Williamson Rd.

NE Roanoke, VA,
24016

Rockbridge Report Kevin Finch (540) 458-8218 204 W. Washington

St Lexington, VA,
24450

91.5 WLUR Austin Frank (540) 458-4017 204 W. Washington

St Lexington, VA,
24450

WREL Jim Bresnahan (540) 463-2161 392 E Midland Trail

Lexington, VA, 24450

3WZ Susan Groves (540) 463-2161 392 E Midland Trail

Lexington, VA, 24450

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Stock Photos

23
Phone Tree

24
Crisis Command Center
In the event of an injury or death resulting from the car accident, it is possible that the

victim may not be able to be moved. Mary Peterson would immediately call the

emergency room and police and block off the area until the victim had been safely

transported. Afterwards, the crisis communication team would meet in Wilson Hall Room

2010, a conference room, in order to plan the next steps.

Alternate Sites:

Mary Petersons Office

Wilson 4011

100 Glasgow Street

Lexington, VA, 24450

(540) 458-8852

Shawn Paul Evans Office

Lenfest 307

100 Glasgow Street

Lexington, VA, 24450

(540) 458-8014

Lee House

209 W Washington Street

Lexington, VA, 24450

(540) 458-8700

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Pre-Crisis

Read crisis plan three times a year to be prepared

Rehearse plan once a year

Be prepared to change the crisis plan if any problems are not covered

Signal detection: scan for problems inside and outside of the crisis

Be aware of close calls for car collisions

Keep the crisis plan in an easily accessible area to be ready for a crisis

Revise the threat assessment analysis or the likelihood and impact graph twice a

year for any changes

Remember the vigilant functions that aid the decision-making process

Conducting problem analysis

Evaluating alternative choices

Understanding the important positive aspects of an alternative choice

Understanding the important negative aspects of an alternative choice

Work on fostering teamwork within the crisis team

Create positive relationships with members of local media organizations

26
Crisis Event

Call the hospital (Mary Peterson)

Call the police (Mary Peterson)
Accompany the victim to the hospital and ensure the safety of the victim (Mary
Peterson)
Utilize the phone tree
Head to the crisis command center
Contact members of the victims family (Shawn Paul Evans)
Communicate early and often to stakeholders
Notify the media (Drewry Sackett)
Use instructing and adjusting information (As described on page 34)
Listen to concerns of key publics
Work with police to identify the perpetrator
Craft messages to key publics using:
Simple messages
Timely messages
Accuracy and direct messages
Relevant messages that address the most immediate concerns
Credibility
Consistency
Be prepared to adapt to the crisis and stray from the crisis plan if needed
Update social media and the website about the crisis (page 30-31)
Create a video in memory of the victim in case of a death (overseen by Jamie
Goodin)
Keep Lenfest Center for the Arts running normally (Shawn Paul Evans)
Remind students and employees about safety (William Dudley)
Communicate with patrons of the theater to ensure their return (Shawn Paul
Evans)

27
Post Crisis

Determine whether the crisis is over by monitoring what is being said about the

crisis and Lenfest Center for the Arts online and offline

Evaluate the crisis using the evaluation form (page 35)

Determine future risks

Listen to key publics and answer new questions

Continue to update key publics about new developments

Continue to express compassion for the victim in follow-up communication

Provide a vision for renewal and show how the university will move forward

Install signs

Communicate with key publics to remember the victim but move forward

together as a university

Implement organizational learning, ethical communication, a prospective

rather than retrospective vision, and sound organizational rhetoric

Continue positive and equal relationships with key publics

28
Press Release Sample

Contact: Drewry Sackett FOR IMMEDIATE RELEASE

Tel. 540/458-8459
Cell Phone: 336/274-8997
Email: dsackett@wlu.edu
Washington and Lee Student Injured in Car Crash
A Driver Hit a Washington and Lee Student and Drove Away

Lexington, VA, March 16 - A hit-and-run driver injured a Washington and Lee Student (insert name) this
morning. (insert name) was hit while leaving Lenfest Center for the Arts on Nelson Street.

(insert name) is a (insert major) major at Washington and Lee University. He/she was leaving a rehearsal
for the upcoming production of 1
984 when the accident occurred.

President William Dudley and Theater Department Head Shawn Paul Evans expressed their regret for the
students injury. Evans said he is grateful that (insert name) is healed and cant wait for the he/she to be
back in the theater, doing what he/she loved.

We are so sorry to hear about (insert name)s injury, Dudley said. We give all our support to (insert
name)s family and are implementing measures to prevent this from happening again.

Lenfest Center for the Arts is a performing arts building at Washington and Lee University. Founded in
1991, Lenfest holds two theaters, one performance hall and a gallery, as well as classrooms, practice rooms
and a dark room. Lenfest is dedicated to furthering George Washingtons vision of promoting literature and
encouraging the arts.
###
If youd like more information, or to schedule an interview with William Dudley or Shawn Paul Evans, please
call 336/274-8997 or email d
sackett@wlu.edu. For more information on Lenfest Center for the Arts, please
visit https://www.wlu.edu/lenfest-center.

29
Social Media Response
Update the name of the student after the family has been contacted.
Small crash and no one was hurt:
Twitter: Two cars collided in the Lenfest parking lot today. No one was injured.
Classes will not be affected.
Facebook: Two cars collided in the Lenfest Center for the Arts parking lot today.
No one was injured in the crash. A university employee responded immediately
and assisted the drivers. Classes at Lenfest will not be affected.
Website: Two cars collided in the Lenfest Center for the Arts parking lot this
afternoon. No one was injured in the crash. The drivers of the cars were two
university employees. A third university employee responded immediately and
assisted the drivers. The classes at Lenfest will not be affected.

Small crash and someone received a minor injury:

Twitter: Two cars collided in the Lenfest parking lot today. One of the drivers broke
an ankle. Classes will not be affected.
Facebook: Two cars collided in the Lenfest Center for the Arts parking lot today.
One of the drivers broke her ankle. A university employee responded immediately
and assisted the driver in going to the hospital. Classes at Lenfest will not be
affected.
Website: Two cars collided in the Lenfest Center for the Arts parking lot this
afternoon. One of the drivers sustained an injury to his/her ankle. The drivers of
the cars were two university employees. A third university employee responded
immediately and assisted the driver in a hospital visit. The classes at Lenfest will
not be affected.

Large crash and someone received a large injury:

Twitter: A hit-and-run driver crashed into a student on Nelson Street this
afternoon. The student is recovering at the hospital.

30
 Facebook: A hit-and-run driver crashed into a student leaving Lenfest Center for
the Arts this afternoon. A university employee responded immediately, called the
emergency room, and assisted the student at the hospital. The student is expected
to return to class in three weeks.
Website: A hit-and-run driver crashed into a student leaving Lenfest Center for the
Arts this afternoon. A university employee responded immediately, called the
emergency room, and assisted the student at the hospital. The police are
investigating the incident. The student is expected to return to class in three
weeks. Classes at Lenfest Center for the Arts will resume tomorrow.

Large crash and someone died:

Twitter: A hit-and-run driver killed a student on Nelson Street this afternoon.
Standby for updates for more information.
Facebook: A hit-and-run driver killed a student leaving Lenfest Center for the Arts
this afternoon. A university employee responded immediately but the student was
killed on impact. The university will hold a memorial this Friday.
Website: A hit-and-run driver killed a student leaving Lenfest Center for the Arts
this afternoon. A university employee responded immediately but the student was
killed on impact. The police are investigating the incident. Washington and Lee
University will hold a memorial at Lee Chapel on Thursday at 5 p.m. Classes at
Lenfest Center for the Arts are cancelled and will resume on Thursday.

31
Receptionist Script

This script will assist receptionists in responding to phone calls about the crisis.

We appreciate your call and concern. Im not free to comment further at this time but

would you like to speak with William Dudley or Shawn Paul Evans?

If Shawn Paul Evans is available to speak:

I can connect you with Shawn Paul or set up a phone appointment with Will Dudley.

If Shawn Paul Evans is not available to speak:

I can set up a phone appointment for you with either Shawn Paul Evans or Will Dudley.

What is your availability this week?

32
Parking Lot

As there already is a student crossing sign, we would work with police to install a stop
sign before the crosswalk. We would also install a sign in the parking lot:

33
Parking Lot

If pavement was destroyed in the parking lot or a post needs to be replaced, we would
contact Wells Paving Services at (434) 471-4128 or s teve.wells81@yahoo.com. We
would place this sign in the parking lot throughout the construction:

34
Instructing and Adjusting Information

Instructing Information: telling stakeholders what to do to protect themselves

physically in the crisis

Example: A student was hit in a car accident this morning on Nelson Street near Lenfest

Center for the Arts. Please stay away from Nelson Street to avoid further incidents.

Adjusting Information: helps stakeholders cope psychologically with the crisis

Example: A student was hit in a car accident this morning on Nelson Street near Lenfest

Center for the Arts. The student is in the hospital and will recover from the accident. The

university is working with police to install stop signs and parking lot signs to avoid future

incidents.

Example: The university is hosting a memorial for (insert student name) at 2 p.m. this

Friday outside Lee Chapel. The event will include a candlelit walk and the showing of a

video in memory of (insert student name).

35
Post Crisis Evaluation
Crisis Communication Plan Evaluation Form

Date of crisis: _____________________ Time before response: __________________

Type of crisis: __________________________________________________________

Were the messages timely and consistent?

Was the crisis team in control of the crisis?

Was William Dudley an effective spokesperson?

Was Shawn Paul Evans an effective spokesperson?

What did the crisis team do well?

What could the crisis team have done better?

What media coverage did we receive? How long did the coverage last?

How has Lenfest Center for the Arts worked toward renewal?

Was the crisis team unprepared for any event? If so, how did the crisis team handle it?

36
Incident Report Form

Lenfest Center for the Arts Accident Report

Drivers Name: ______________________________________________________

Vehicle: ____________________________________ Time: __________________

Location: ___________________________________________________________

Insurance Details: ____________________________________________________

Any other parties involved:

Name: _____________________________________________________________

Address: ___________________________________________________________

Vehicle Registration Number: ___________________________________________

Phone Number: ______________________________________________________

Insurance Details: _____________________________________________________

Description of Accident:

_______________________________________________________________________

_______________________________________________________________________

____________________________________________________________________

37
Directions, Map and Blueprint

From I-81:

Exit I-81 at exit 188b (Lexington).

The exit will put you on Route 60 west.
Continue on Route 60 west through Lexington.
Route 60 becomes Nelson Street in Lexington.
As you are about to leave Lexington, the Lenfest Center will be on your left and the
parking garage will be on your right.
From I-64:

Exit I-64 at the Lexington, Route 11 Exit.

Proceed south on Route 11 towards Lexington.
After crossing bridge, bear right to downtown Lexington.
Continue on Route 11 (Jefferson Street) to Route 60 (Nelson Street).
Turn right onto Route 60 west (Nelson Street).
Continue on Nelson Street. As you are about to leave Lexington, the Lenfest
Center will be on your left, and the parking garage will be on your right.

38
Directions, Map and Blueprint

39
Sources
Coombs, W. T. (2015). Ongoing crisis communication: planning, managing, and
responding. Los Angeles, CA: Sage Publications.
Directions and Parking. Retrieved March 10, 2017, from
https://www.wlu.edu/lenfest-center/directions-and-parking
Kaminer, M. (2016, December 8). Steer clear: Deer mating season hazardous to
drivers. R
ockbridge Report. Retrieved March 10, 2017, from
rockbridgereport.academic.wlu.edu.
Phillips, B. (2015, March 13). How to answer questions that call for speculation.
Retrieved March 15, 2017, from
http://www.mrmediatraining.com/2015/03/13/how-to-answer-questions-that-call-for-
speculation/.
Porter, J. (2013, October 4). One technique for dealing with difficult questions from
journalists. Retrieved March 15, 2017, from
http://www.jrmyprtr.com/dealing-with-difficult-questions-from-journalists/.
Ulmer, R.R.; Sellnow, T.L; Seeger, M.W. (2015). Effective crisis communication.
Thousand Oaks, CA: Sage publications.
Washington and Lee News. Retrieved March 10, 2017, from
https://vimeo.com/wlunews.
Washington and Lee University food safety guidelines. Retrieved March 11, 2017,
from http://www2.wlu.edu/documents/sacs/Food%20Safety%20Guidelines.pdf

40
Sources and URLs
https://www.wlu.edu/document/campus-map
https://www.google.com/maps/place/100+Glasgow+St,+Lexington,+VA+24450/@3
7.7856181,-79.4473683,17z/data=!4m5!3m4!1s0x884ccbb880d4957b:0x1f196e1d
69777a2d!8m2!3d37.7868561!4d-79.4474863?hl=en
http://www.wluspectator.com/blog/2015/10/23/yellowface-backlash-changes-tourin
g-plans-switches-wl-opera-opener
https://sites.google.com/site/universityartmuseumsinvirginia/museum-profiles/a-1
http://campusmap.wlu.edu/html/BLD_2013072628388.html
https://www.wlu.edu/lenfest-center/about-the-lenfest-center/scene-shop
https://www.compliancesigns.com/construction.shtml
http://www.roadtrafficsigns.com/all-slow-traffic-signs
http://jaij.tk/free-accident-report-form-template/

41