VISIT MISSISSIPPI GULF COAST CRISIS COMMUNICATION MANUAL 2016
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1 VISIT MISSISSIPPI GULF COAST CRISIS COMMUNICATION MANUAL 2016 This manual was prepared for Visit Mississippi Gulf Coast staff in the event of a crisis, and will help to distinguish the appropriate course of action and identify key contacts to notify in the event of a crisis. A crisis is considered any incident that: Is life-threatening Causes significant damage to VMGC property Berates or demeans the image of VMGC Causes significant negative impact on our economy or environment Negatively impacts the image of well-being of the business community 1
2 Crisis Plan Internal Emergency Fire Tornado Hurricane Crisis Plan External Concern/Emergency Fire/Tornado/Hurricane/Natural Disaster Economic or Community Crisis Vibrio Vulnificus Responding to Media Media/Communications Team Role Tips for Staff Encountering Media Resources VMGC Contacts Glossary 2
3 For Fire, Tornado, Hurricane or Natural Disaster: When the community is without water or power for long periods of time because of weather emergencies or contamination (i.e. water supply), communication or where clean water supplies or food banks or shelters are located is critical. VMGC can serve the region by acting as a resources center and offering information on where the suppliers are and what areas of the Mississippi Gulf Coast are clear. If a partner creates the environmental emergency, a formal statement will be prepared. The statement can include information on where people can go to get the supplies they need. All requests regarding the emergency should be sent to the Marketing Department. Economic or Community Crisis: There are a variety of roles in which VMGC could serve if such an incident occurred. It would not be the organization s responsibility to become directly involved, but to serve in a support role to promote the community in the most positive light. Listed below are guidelines to follow if such a crisis occurs: 1. The Executive Director, Marketing Director and Board President will lead an effort to devise a plan on how exactly the organization should respond given the situation. 2. The Executive Director will be responsible for handling all interviews. 3. The organization will quote on the generalities of the crisis, such as how it affects businesses, the community at large, and the overall impact on the present and future of the area. 4. One of the most important functions of the organization will be to provide interview ideas and side bar stories to media located out of the immediate area on positive happenings in the community. VMGC can take a leadership role in ensuring these media have a positive perspective about the Mississippi Gulf Coast. 5. The organization will not make a formal statement on the specifics of a company or organization s decision or situation regarding the crisis without that company or organization s approval. Communication procedures when normal channels are disrupted: The following channels will be used if normal communication methods are disrupted. 1. Social media Phone calls 4. Local media 5. Regional media (in case of severe damage) 6. National media (in case of severe damage) 3
4 The below have been designated as appropriate statements to share concerning inquiries about Vibrio Vulnificus: The Department of Environmental Quality and University of Southern Mississippi continually monitor the waters and post online whether it s safe or unsafe to enter the waters. o The Mississippi DEQ and the Mississippi Beach Monitoring Task Force use collected data to manage beach water quality issues. o Visit Mississippi Gulf Coast continue to update our website to reflect beach warnings and relevant information for visitors concerning the region s beaches and waterways. More than 40 miles of the Mississippi Gulf Coast shoreline are maintained as public access sand beaches for swimming and sunbathing. A total of 22 beach segments are monitored under the Beach Monitoring Program. o When samples indicate that bacteria levels are high enough to trigger an advisory, the water at that beach will be resampled every 24 hours until levels fall within a safe range. An advisory lasts at least 24 hours but can be extended until bacteria levels come back down to levels that no longer pose a risk to human health. We encourage you to refer to these FAQs while planning your trip ( RESPONDING TO MEDIA The Role of the Marketing Team: 1. Before, during or after any emergency condition, all calls from local or outside media should be directed to the Public Relations or Marketing Director. As done in daily practice, any statements concerning the organization to be made to the public, shall be coordinated through the Marketing Department and will be shared with Executive Director to act as spokesperson. 2. A written statement should be created that contains: a. Complete factual description of the incident. b. Information regarding how the organization plans to assist in any way possible to help the community recover from the crisis and expressing concern for those adversely affected. c. Specific examples of how the organization will help, such as tips and resources for businesses affected, acting as an information resources center for the region, and any other ideas that will help the area move toward recovery. d. Background information to help elaborate on issue can be prevented in future. e. Community data, especially if the crisis receives national attention. A local snapshot of the area s statistics will be helpful. 3. At the time of a crisis, the Executive Director, Executive Administrative Assistant, Director of Marketing, Director of Sales and Finance should convene to determine a course of action and Public Relations and Social Media should aid in preparing a written statement for the press. 4. The crisis team should be composed of the following individuals: Executive Director, Executive Administrative Assistant, Director of Marketing, Director of Sales and Finance. As 4
5 necessary, other key staff members should be included if crisis pertains to their area of expertise. 5. The communications team should consist of Executive Director, Executive Administrative Assistant, Director of Marketing, Director of Sales and Finance. Other staff and board members will be consulted as needed to provide background data for the situation. 6. This statement, once approved by initial crisis team, should be widely distributed to staff, media, partners and the region. 7. It is critical for an organization to speak with one voice during a crisis. When a business speaks with one voice, it conveys a sense of calm, control and concern. It is critical that the organization provide a unified, confident voice for the region during a crisis. 8. If there are multiple spokespersons with differing answers to each question, it can result in mixed messages and a confusing story released to the public. In the event of a crisis, personnel should contact key staff members below: Contact During Any Crisis: EXECUTIVE DIRECTOR Renee Areng EXECUTIVE ADMINISTRATIVE ASSISTANT Cindy Jo Calvit Office: Office: Cell: Cell: DIRECTOR OF MARKETING Karen Conner PUBLIC/MEDIA RELATIONS MANAGER Erin Kenna Office: Office: Cell: Cell: Tips for Staff Encountering Media During a Crisis: 1. Always be respectful and honestly explain to the reporter that you will contact someone who can answer their questions. 2. Find out the basic questions the reporter has in mind and the topic they are researching. Do not answer their questions. 3. Contact the Marketing Director or Public/Media Relations immediately and indicate that a reporter needs information; provide background regarding what the media personnel is interested in. 5
6 Administration Team Member Ext Direct Line Cell Renee Areng, Executive Director Cindy Jo Calvit, Executive Admin Assistant Lisa Y. Jones, Finance Marketing Team Member Ext Direct Line Cell Karen Conner, Director of Marketing Erin Kenna, Public/Media Relations Janice Jones, CRM/CMS Kelsey King, Social Media Sales Team Member Ext Direct Line Cell Janice Jefferson, Director of Sales Annette Rand, International Sales Craig Mackay, Sports Crystal Johnson Glover, Regional Sales Jessica Knesal, Destination Services
7 SEVERE WEATHER and INFORMATION LINKS 1. National Oceanic and Atmospheric Administration (NOAA) 2. NOAA National Weather Service (NWS) 3. NWS Southern Region Headquarters 4. NWS National Hurricane Center (NHC) 5. NOAA Storm Prediction Center 6. NWS West Gulf River Forecast Center NWS Emergency s Weather Information Network (EMWIN) Climate Prediction Center graphic of weather threats to the U.S. for the next few days 9. The Weather Channel Mississippi Emergency Management Agency Federal Emergency Management Agency American Red Cross U.S. Department of Homeland Security HURRICANE AWARENESS I. Watches and Warnings HURRICANE/TROPICAL STORM WATCH: Hurricane/Tropical Storm conditions are possible in the specified area of the Watch, usually within 36 hours. During a Watch, prepare your home and review your plan for evacuation in case a Hurricane/Tropical Storm Warning is issued. HURRICANE/TROPICAL STORM WARNING: Hurricane/Tropical Storm conditions are expected in the specified area of the Warning, usually within 24 hours. Complete storm preparations and leave the threatened area if directed by local officials. SHORT-TERM WATCHES AND WARNINGS: These warnings provide detailed information on specific hurricane threats, such as floods and tornadoes. FLOOD WATCH: This product informs the public and cooperating agencies of possible flooding. If you are in a Watch area, check flood action plans, keep informed and be ready to act if a warning is issued or you see flooding. FLOOD/FLASH FLOOD WARNING: A flood/flash flood Warning is issued for specific communities, streams or areas where flooding is imminent or in progress. Persons in the warning area should take precautions IMMEDIATELY! II. National Hurricane Center Products PUBLIC ADVISORIES offer critical hurricane watch, warning and forecast information. FORECASTS/ADVISORIES provide detailed hurricane track and wind field information. PROBABILITIES OF HURRICANE/TROPICAL STORM CONDITIONS offer a measure of the forecast track accuracy. 7
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