Crisis Management for Sports Organizations

Preparation is KEY!! Pre-planning for the worse, while harrowing, can be your sanity in the middle of a seemingly chaotic situation. Preparation allows you to:

1. Speed response time
2. Improve Confidence
3. Reduce Liability

While people talk about Crisis Management Plans, they have to do more than just talk.It is imparative to GET IT IN WRITING! Plans hatched in your head may be brilliant and seem to cover all the bases but the best way to get action is to put it in print. An actual Crisis Plan is made up of:

1. Title Page that contains title, effective date and the signature of an officer of the company should be included to add legitimacy and importance

2. Distribution list. Fill in the blanks. For internal distribution designate the location and contact person/telephone numbers. Include an introductory paragraph about "how to update."

3. Policy Statement. Must be strong, clear and reflect the position of the athletic director.

4. Table of Contents. Make each section self-explanatory and simple to put hands on.

5. Emergency Telephone Numbers. Include daytime, nighttime and alternative numbers.

6. Introduction. Set the tone of the Crisis Communication Plan. Identifies the spokesperson. Highlights the need for a "single source philosophy" to avoid contradictory or damaging statements from within the university.

7. Criteria for Activation. Prioritize possible crises. Level 1 (minor incidents)—Level 2 (serious emergencies)—Level 3 (crisis). Both the Criteria and Activation and SPECIFIC EXAMPLES need to be thought out.

8. Step-By-Step Procedures. Each Level (1,2,3) has its own action plan. Responsibility for communication and plan implementation (who specifically) will be noted here. Centers and phone numbers must be listed. Identify when and who should contact the university's attorneys. Personal injury/death policy should also be stated in this section.

9. Media Do's and Don'ts. Should act as a reminder. Component of media training.

10. Addendum. This section can be as sparse or as comprehensive as you want. Could include customized forms like "Information Request Logs" and "Exposure Worksheets."

While this type of structure may seem rather strict, it allows you to establish the Crisis Plan objectives and set them forth in a way that leaves little to question. You're overall goals for this plan are to:
1. Maintain credibility with publics
2. Establish ground rules for coverage
3. Maintain strict control of official comments
4. Focus blame away from your organization