Schneider National Crisis Communication...
Transcript of Schneider National Crisis Communication...
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Schneider National Crisis Communication Plan
Water Contamination Atlanta, Georgia
November 25, 2008
MU Communications Firm:
Julie Conrad, Jenny Mays, Mike Wessel, Mike Hellinger, Erin Sesil, and Clare Peterson
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Problem Statement
l Schneider National truck driver looses control of vehicle carrying hazardous waste for 3M
l Waste contaminates stream, leading to contamination of Atlanta water supply
l Atlanta Police Dept. currently at the scene l Main concern
– Potential threat to human life – Schneider National reputation
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Business Objective
l Reassurance of loyalty to current and future stakeholders
l Taking responsibility for accident l Participation in cleanup efforts
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Communication Strategy
l Inform both internal and external publics l Gain support l Persuade and Instruct
– Publics – Message Strategy – Media Strategy
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Response Plan
l Immediate communication – Atlanta officials, residents, media – Schneider National Employees
l Open Communication – Designated spokesperson – All inquires and questions directed to Schneider
National Information Hotline
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Worst Case Scenario
l Reassess accordingly – Extended period of water contamination – Severe illness or fatalities
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Timeline
l Day 1 – MU Communications Firm taking calls on the Information
Hotline – Call all Atlanta emergency and press contacts – Official statement – Have all inquires related to accident directed to the
Information Center l Day 2
– Inform clients of situation – Meet with top management, discuss Safety First driving
program – Continue communication with Atlanta
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Timeline continued
l Day 3-13 – Continue to develop Safety First program – Monitor sales
l Day 14 – Press release – Continuing communication with Atlanta officials
on progress – Internal communication stress on reliability and
responsibility as company
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Budget
l Safety First program
– $10,000
l Representative’s flight and stay in Atlanta – $2,500
l 3M expense l News wire l Research l Emergency funds
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Safety First Driving Program
l One day regional conferences l Current information on driver safety and truck
maintenance l Driver improvement records will be checked
more frequency
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Measurement Standard
l Sales effects l Customer effects l Employee surveys l Negative/positive media hits l Driver improvements
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Questions?