project

Crisis Management Plan in Action

Dr. Phillip Clampitt

Cases in Public Relations and Media Management

Employed for Crisis: May 1, 2007

Communications Innovations:Jennifer BecherDanielle Behrle

Chelsea BrunningTyler HoffmanDenise Martin

Richard Swiatnicki

Table of Contents:

Introduction Letter………………………………………………………………………...... 3

Overview of Bay Beach Wildlife Sanctuary………………………………………………... 4

Crisis Management Team Members………………………………………………………... 6

Crisis Management Team Contact Information…………………………………………….. 8

Crisis Control Center……………………………………………………………………….. 9

Crisis Assessment…………………………………………………………………………... 10

Overview

Crisis Flow Chart

Likely Scenarios

Crisis Management Rehearsal Dates………………………………………………………... 15

Incident Report Form……………………………………………………………………….. 16

Strategy Worksheet…………………………………………………………………………. 32

Proprietary Information……………………………………………………………………... 35

Stakeholder Information……………………….…………………………………………… 37

Prepared Press Kit…………………………………………………………………………... 42

Post Crisis Evaluation………………………………………………………………………. 43

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Introduction Letter:

April 12, 2007

To the employees and volunteers at Bay Beach Wildlife Sanctuary:

First, I would like to thank all who worked so hard in putting together this Crisis Management Plan. The plan has been well thought out, and, if a crisis were to occur, it seems to cover any potential situation that that may arise.

It is essential that the Crisis Management Plan we have created be strictly adhered to and practiced regularly. I cannot stress enough the importance of following our well developed plan. If updated regularly, the changes that are made will help keep our organization ahead of the game.

For many decades, Bay Beach Wildlife Sanctuary has maintained a solid reputation as an organization offering refuge to an assortment of animals, especially those that are sick or injured. We take pride in providing the public with a free source of entertainment and educational information.

Although we have faced some struggles along the line, thankfully, we’ve always managed to get through them. This Crisis Management Plan will help us in preparing for the future. For any crises that may befall us, we, as an organization, will be prepared. For that reason, I urge you all to take it very seriously.

Once again, I would like to thank all who put the time and effort into helping prepare us for the future. This plan will benefit the sanctuary, the employees, and the public, all of whom are key to our great past, and a bright future.

Sincerely,

Danielle BehrleDanielle BehrleDirector: Bay Beach Wildlife Sanctuary

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Overview of Bay Beach Wildlife Sanctuary:The Bay Beach Wildlife Sanctuary is Green Bay’s largest city park. A beautiful 700-acre

urban wildlife refuge, the park is open to the public year-round. With no admission fee, the sanctuary’s mission is to provide an urban wildlife refuge where people can interact with wildlife, plants, and other natural resources through education and recreation.

The Wildlife Sanctuary has three different recreational buildings. The Observation Building/Resch Conservation Wing features:

Shelled corn for sale to feed the waterfowl Birds of prey and waterfowl exhibits Animal nursery viewing Wildlife rehabilitations area

The rehabilitation program began in 1935. Originally beginning as a waterfowl rehabilitation site, today, it receives over 2,000 injured or orphaned animals every year. The goal of the rehabilitation program is to release as many of the animals back into the wild as possible. If an animal can no longer survive in the wild, it will remain in the sanctuary, and if properly trained, will become an ambassador.

The Nature Education Center has three floors of possible activities for hands-on learning. The possibilities include:

Hands-on “Critter Encounter” Stop-N-Gander Gift Shop Discovery Rooms Hollow Tree/Burrow Exhibits Whistling Wings Art Gallery Estuary Room Library Animal Encounter Pods

The Animal Encounter Pods consist of four hands-on exploration stations: Insects & Spiders, Reptiles & Amphibians, Birds and Mammals.

The Wildlife Habi-Trek takes you to the Woodland Building and the Grassland Habitat. This area of the park includes both daytime and nocturnal forest animals. The exhibit includes everything from wolves and cougars to bobcats and fishers. The indoor portion of the Woodland Building includes animals such as: flying squirrels, mink, opossums, turtles and snakes. Visitors can then walk from forest to field for other discoveries in the Grassland Habitat where white-tailed deer, sandhill cranes and coyotes can be seen. It is here that visitors have the opportunity to climb the Observation Tower and participate in the Eco-Learning Stations.

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Things to do at the Bay Beach Wildlife Sanctuary include: 6.5 miles of trails to hike or ski Observe animals in the Wildlife Viewing Areas Take part in the Jr. Naturalist & Jr. Ecologist Program Have a picnic in one of the many Picnic Areas

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Bay Beach Wildlife Sanctuary1660 East Shore DriveGreen Bay, WI 54302

(920) 391-3671

Crisis Management Team:

Jennifer Becher – Risk Assessment Officer – Green Bay Parks Department

Jenni is a Risk Assessment Officer for the Green Bay Parks and Recreation Department. She has worked with the Bay Beach Wildlife Sanctuary for years dealing with the after math of injured patrons and

staff members.

Danielle Behrle – Senior Animal Keeper/ newly appointed Director at the Bay Beach Wildlife Sanctuary

Danielle is the Senior Animal Keeper for the Bay Beach Wildlife Sanctuary. She has worked for the sanctuary for more than 15 years

working closely with the sanctuary animals and staff. Due to the untimely loss of Wildlife Sanctuary Director Ty Baumann, Danielle will be fulfilling his role as Director of the Bay Beach Wildlife Sanctuary.

Chelsea Brunning – Media Relations – Leonard and Finco Public Relations Firm

Chelsea is a representative from the public relations firm Leonard and Finco, a PR firm with 60 years of combined experience. She has aided the public relations aspects for the Bay Beach Wildlife Sanctuary for

several years.

Tyler Hoffman –Department of Homeland SecurityTyler is the representative from the Department of Homeland Security.

Along with his task force, Tyler is maintaining up-to-date information on the recent outbreaks of Brucellosis and the safety and security of the

Green Bay public.

http://uwgb.facebook.com/photo.php?pid=30554155&id=184603529%00%E5%A1%B9%EF%92%81%E1%B4%BB%E4%A1%BF%E2%B2%AF%E5%B6%82%E8%97%84%E6%8C%A7%00%00%EA%AE%A5

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Denise Martin – Chief of PoliceDenise is the Green Bay Chief of Police. Her department is a past winner of the Herman Goldstein Award for excellence in problem-oriented policing. She has had a casual relationship with the Bay Beach Wildlife Sanctuary

through past crises and through patrolling the facility. Denise is a common visitor at the wildlife sanctuary as a visitor

Rich Swiatnicki – Center for Disease ControlRich is an employee from the Center for Disease Control, he is assigned

to work with the Bay Beach Wildlife Sanctuary due to the threat of Brucellosis. He is the crisis management team’s expert on this disease

and plays an active role in the eradication of Brucellosis from the Sanctuary.

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Crisis Management Team Contact Sheet:

Jenni Becher920-585-1378

[email protected]

Danielle Behrle920-265-4855 - Primary

920-883-4730 – [email protected] – Apt 203 – C

Chelsea Brunning920-253-8754 – Primary

920-883-4779 – [email protected]

THH- Apt 202 – A

Tyler Hoffman920-540-3295

[email protected]

Denise Martin920-360-7208

[email protected]

Rich Swiatnicki715-732-6000

(Home phone, if you call, please do so after 6:00pm, e-mail preferred)[email protected]

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Crisis Management Control Center:

Location I:Tom Havers Hall

Apartment 202 – A3302 UVHI Ct.

Green Bay WI, 54311

Location II:Tom Havers Hall

Apartment 203 – C3302 UVHI Ct.

Green Bay WI, 54311

Location III:General Access Computer Lab

Instructional Services 11292420 Nicolet Dr.

Green Bay, WI 54311

Primary Contact Source During CrisisBay Beach Wildlife Sanctuary

1660 East Shore Dr.Green Bay, WI 54302

920-391-3671

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Crisis Assessment – Overview:

In the event of an actual crisis, we have prepared an assessment of potential risks that could befall Bay Beach Wildlife Sanctuary. We have also evaluated the risks as to likeliness of the crisis occurrence, and the degree of impact it may inflict on the sanctuary.

We also have prepared a flow chart to guide us step by step as to whom to contact in a crisis situation and in what order they will be contacted. The immediate concerns are of the health and well-being of the people within the sanctuary.

We have a list of dates that the Crisis Management Team will use to rehearse the Crisis Management Plan, in order to be prepared for the event of an actual crisis.

An Incident Report Form was created to keep track of any type of crisis that could transpire at the sanctuary. By keeping track of incidents we will be better able to prevent such incidents in the future.

A Crisis Management Worksheet was fashioned to give the CMT members a reference guide on how to manage crises. This worksheet has specific contact information as well as the steps that need to be taken in the event of an actual crisis.

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Crisis Assessment – Flow Chart:

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Receiver of crisis

All other employees, including

volunteers and Director

Police and Fire/Rescue Department

Neighbors

Sanctuary Guests

Downtown Office

Federal Agencies

Media members

Public Relations

firm

Stakeholders/ Investors

CRISIS!!!

Crisis Assessment – Likely Crisis Occurrences:

1. Vegetationa. Ash Anthracnose Disease - likelihood high, impact mediumb. Dutch Elm Disease - likelihood low, impact lowc. Invasive species

i. Gypsy moths - likelihood medium, impact medium

With thousands of trees and plants on the grounds of the wildlife sanctuary, a large hit to the vegetation has the potential to devastate the grounds. In order to deal with this circumstance, the sanctuary currently has a map of every tree on the over 700 acre property. Random testing is completed periodically to detect and note any tree disease. In the case of a vegetation disease the DNR would assist the wildlife sanctuary.

2. Animalsa. Visitors poaching- likelihood medium, impact lowb. Visitors stealing (turtles, small animals taken through piano wire)- likelihood

medium, impact lowc. Disease

i. Distemper - likelihood high, impact mediumii. Rabies - likelihood high, impact medium

iii. Botulism - likelihood low, impact lowiv. Bird Flu - likelihood low, impact highv. West Nile - likelihood low, impact high

vi. CWD - likelihood medium, impact medium

Due to the large amount of visitors, the vast property, and the limited number of employees, the wildlife sanctuary staff is unable to keep an eye on every visitor. Some visitors in the past, namely children have taken small animals such as turtles and salamanders by reaching through the piano wire that stops visitors from accessing the exhibits. After business hours, animal poaching has also been a concern. Security cameras are placed randomly throughout the grounds, but due to the size of the facility, they are not able to watch everything all the time.

With many species of animals comes the potential for many diseases and illnesses. Because wild animals that are injured are brought into the wildlife sanctuary for rehabilitation and release; the potential exists for a diseased animal to come into the grounds and infect countless others. In order to combat this, the wildlife sanctuary currently does blood tests on any animal that they suspect may have a disease. The

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animal is quarantined until the results are obtained within 24-48 hours after the animals arrival.

3. Peoplea. Fugitives hiding in sanctuary - likelihood low, impact lowb. Child gets separated from parents - likelihood medium, impact mediumc. Visitor gets injured by animal (geese biting is common) - likelihood medium,

impact mediumd. Animal ambassador (animals that are taken to the public such as schools) injures

community member or student - likelihood low, impact medium

Due to the expansive over 700 acre lot, there is no way to tell if someone could be using the facility for hiding. The wildlife sanctuary has a strong relationship with the brown county police department, and works closely with them when a child gets separated from his or her parents, or in other situations where people are at risk.

There are many animals at the wildlife sanctuary, because of this there is a potential of an animal injuring a visitor. One of the most common injuries is a goose bite, this tends to occur when children are feeding geese. This rarely draws blood, and is not a severe injury.

In an attempt to educate the community, a set of animals are specially trained and worked with so they can be taken into the public. Animal ambassadors are shown on parade, taken into the public areas of the wildlife sanctuary by staff, and taken to schools. The possibility exists for these animals to become afraid and act in an unpredictable manor. Staff taking these animals into the public are trained to handle them in public situations. A buffer is always present between the public and the animals as a precautionary measure.

4. Groundsa. Vandalism occurs - likelihood high, impact low to medium (pending situation)b. Fire (forest fires started naturally or by visitor) - likelihood low, impact highc. Tornado hits sanctuary - likelihood low, impact highd. Littering (can cause animal injury or death) - likelihood low, impact lowe. Field waste area has potential to leak toxins into water table if illegal dumping

occurs - likelihood low, impact high

Because vandalism can occur anytime of the day, the director of the sanctuary lives on-site. He walks the entire facility to ensure all of the gates are locked, and that everyone is gone at the end of the day. He also does rounds in the morning to ensure that everything is alright prior to opening. This helps them stay aware when vandalism occurs, this also ensures someone is on-site 24 hours a day incase a situation were to arise.

The wildlife sanctuary recently built several ground wells to ensure a clean water supply and to monitor the ground water in the area. In addition, they dredge all of their ponds yearly to reduce the risk for water borne invasive species and disease. This helps

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them have a constant awareness of the water conditions and maintain a clean environment.

5. Financesa. City of Green Bay cuts funding ($30,000 last year) - likelihood high, impact highb. Large donor pulls funding - likelihood low, impact medium

The wildlife sanctuary is on the Bay Beach Park grounds, this makes them city funded. Their budget must be approved yearly by the city of Green Bay. Because of this, there is a constant fear of the budget being cut. Aside from the city, the wildlife sanctuary operates on donations made by individual community members. This happens through their organization Friends of the Wildlife Sanctuary (FOWLS) and by individuals who donate in one of the donation boxes at the sanctuary. If something occurred that upset a donor, there is a potential loss of funds.

*** In addition to the crises highlighted above, in this situation, the Wildlife Sanctuary encountered the death of 30 students on premise, the loss of the director, and the spread of a highly contagious and potentially deadly disease.***

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Crisis Management Rehearsal Dates:

Pre-Crisis Dates:

Prior to receiving clues for our crisis we decided to prepare through asking group members questions about the Wildlife Sanctuary. We are questioning group members for two purposes: first to ensure we have the appropriate knowledge about the Wildlife Sanctuary, and second to

ensure we are able to employ the ALT process under pressure.

We have determined these dates will be:April 24, 2007April 26, 2007

Crisis Dates:

During the active crisis our group will be firing questions at each other to ensure we have a working knowledge of all components of the crisis.

We have determined these dates will be:April 28, 2007April 29, 2007April 30, 2007

Due to the nature of this crisis we are able to plan dates, under normal circumstances, we suggest this crisis plan team meet quarterly and as needed to act when crisis occur. This plan will be tested twice a year to ensure it is up-to date and accurate. This will take place on the last full weekend in April and the first full weekend in November. These dates were chosen to ensure everything is up to date prior to the busy summer season, and prior to the winter (when some

animals are moved indoors).

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Chelsea Brunning 04.19.07 8:30 Kristy Klopstein

In person unknown unknown unknown

Photograph of a crow

Not able to be determined

Symbolize death

X X X X X X

Incident Report Form:

CMT Member:_______________________________________ Date Informed:____________

Time Informed:______________ Informant:________________________________________

Channel:_________________________________________ Date of Incident:______________

Time of Incident:______________ Location of Incident:_______________________________

Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

Stakeholder of Concern Contact Number_____________________________________ ____________________________________

_____________________________________ ____________________________________

_____________________________________ ____________________________________

Implications of Information:_______________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

I contacted the crisis management team with this information:Jenni ____ Danielle ___ Chelsea ____ Tyler ____ Denise ____ Rich ____

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http://mdougherty.com/100-THEPHOTOEXPERIENCE/120-WILDLIFE/birds/ravens/14-birds-ravens-standingintree-1-htm.htm%00%E5%A1%B9%EF%92%81%E1%B4%BB%E4%A1%BF%E2%B2%AF%E5%B6%82%E8%97%84%E6%8C%A7%00%00%EA%AE%A5






Message:______________________________________________________________________

______________________________________________________________________________

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_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

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Chelsea Brunning 04.26.07

9:30 Adam Halfmann


“The Wildlife Sanctuary blips on the homeland security screen.”

Department of Homeland Security 202.282.8000

Police Department 920.448.3200

Fire / Rescue 920.448.3280

Unknown at time of clue. Later derived that Brucellosis is a

disease used in bioterrorism, this was banned in the 1970’s.

X X X X X X

I contacted the crisis management team with this information:Jenni ____ Danielle ____ Chelsea ____ Tyler ____ Denise ____ Rich ____

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Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

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Jennifer Becher 04.26.07

15:00 Kristy Klopstein

e-mail unknown unknown unknown

“The Wildlife Sanctuary starts a new program for middle school students interested

in conservation.”

Sanctuary Staff 920.391.3671

Green Bay School District 920.448.2000

When clue is received, unknown. Later found that this is reasoning for

why the 30 middle school students were at the Wildlife Sanctuary.

X X X X X X

I contacted the crisis management team with this information:Jenni ____ Danielle ___ Chelsea ____ Tyler ____ Denise ____ Rich ____

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Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


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Tyler Hoffman 04.26.07

18:13 Adam Halfmann

e-mail unknown

unknown unknown

“The Wildlife Sanctuary opens hunting season to help control the over-population

of deer.”

Wildlife Sanctuary Staff 920.391.3671

Department of Natural Resources 920.662.5100

The Wildlife Sanctuary is not able to open hunting to the general public, rather they are only able to open it to the staff. First this needs to be given the “go ahead” by the DNR and the state of Wisconsin. It is illegal to shoot a gun in city limits unless proper authorization has been given. This clue than means the Sanctuary staff is able to hunt deer. Later this can be used as a link for why someone has a gun on the Wildlife Sanctuary premise. This also calls into question if the sniper was a member of the Wildlife Sanctuarystaff. This fear was later put to rest.

X X X X X X






Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


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Chelsea Brunning 04.26.07 21:02 Adam Halfmann

Phone - voicemail unknown unknown unknown

“Thirty (30) area middle school students senselessly shot dead at the Wildlife

Sanctuary.”

Wildlife Sanctuary Staff 920.391.3671 Police Department 911 Fire/Rescue (EMS) 911Patrons at the Sanctuary 920.391.3671 Family of victims Neighboring Community Green Bay School District 920.448.2000

Friends of the Wildlife Sanctuary 920.391.3671

From our previous clues we assume these students were part of thenew program for middle school students interested in conservation. These students being shot means that the park needs to ensure the immediate safety of visitors and the Sanctuary grounds. This means undue hardship on the families and friends of the victims. It also means there is a potential threat to the public.

X X X X X X






Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

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Rich Swiatnicki 04.28.07 11:46 Adam Halfmann


“Maintenance equipment reported stolen from grounds.”


Police Department 920.448.3280

At the point of the clue, the information suggests that someone broke

into the maintenance closet and stole some piece of equipment. Later, we find out that this

is part of security systems being breached at the Wildlife Sanctuary.

X X X X X X


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Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

______________________________________________________________________________

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Denise Martin 04.28.07 12:58 Adam Halfmann


“Security systems have been compromised at the Wildlife Sanctuary.”


Police Department 911

We felt this clue was related to the last, perhaps the perpetrator stole

something like wire-cutters and was able to compromise some system. Because all systems

are compromised, we cannot use radios, locks, alarm systems, video cameras, or gates to

enclose guests in a safe location, or to contain the perpetrator.

X X X X X X


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Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

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Danielle Behrle 04.28.07 13:43 Kristy Klopstein

Phone unknown unknown unknown

“A sniper was found at the Wildlife Sanctuary.”



Neighboring Community

If a sniper was found at the Sanctuary, this means that all visitors

and surrounding neighbors are in immediate danger. Police need to be called immediately to

mitigate the pending threat. We determined this sniper was the one responsible for the death

of the 30 middle school students.

X X X X X X






Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

I contacted the crisis management team with this information:

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Danielle Behrle 04.29.07 16:46 Kristy Klopstein


“Autopsy results found Brucellosis is all victims.”

(this was later clarified to 28 out of the 30 victims)

Center for Disease Control 404.639.3534

Visitors at Wildlife Sanctuary 920.391.3671

Neighboring Communities

These students could have been shot because they had Brucellosis.

These students could have contracted Brucellosis by touching animals as part of the

conservation program. Brucellosis is highly contagious and has the potential to be used for

bioterrorism, therefore the neighboring communities are at risk.

X X X X X X

Jenni ____ Danielle ____ Chelsea ____ Tyler ____ Denise ____ Rich ____

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Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


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Denise Martin 04.29.07 17:42 Adam Halfmann


“Bay Beach Amusement Park receives bomb threat.”


Although it is good to be aware of impending danger, the Wildlife Sanctuary and Bay Beach Amusement Park are two separate entities that share a city park (split into distinct sections). It is good to be aware of this, but we feel it is unrelated to the events at the Wildlife Sanctuary. The only potential link is Brucellosis and the threat of Bio-terrorism. Because of this, the moment we became aware of this, we contacted the police department so appropriate measures can be taken.

X X X X X X


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Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

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Chelsea Brunning 04.29.07 17:57 Adam Halfmann


“Internet shows pictures of Brucellosis…rumors.”

(later we found out that the rumor of most concern is that the CIA was the one shooting

students as part of a cover-up.)


Leonard and Finco Public Relations Inc. 920.965.7750

Because of this information, we are dealing with an untrusting

public. A public who has seen images of what Brucellosis can do to animals, and is fearful

of its implications on humans.

X X X X X X


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Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

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Denise Martin 04.29.07 18:57 Kristy Klopstein


“Rumors surface that the U.S. government knew Brucellosis existed at the Wildlife

Sanctuary.”

Leonard and Finco Public Relations Inc. 920.965.7750

Because these are rumors and we do not have 100% concrete

information to support these, we must state that it is under investigation. We have some

proofs to support this theory, but can not be certain without more information.

X X X X X X


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Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


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Tyler Hoffman 04.29.07 20:10 Adam Halfmann


“The director of the Wildlife Sanctuary has just committed suicide.”


Fire/Rescue 911

The Wildlife Sanctuary is without their long-time leader, or a

director.

X X X X X X


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Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

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Jennifer Becher 04.29.07 20:48 Kristy Klopstein


“The FBI and CIA have taken control of the Wildlife Sanctuary.”


FBI 202.324.3000

CIA 703.482.0623

The Wildlife Sanctuary is no longer under control of the staff or

local authorities.

X X X X X X


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Message:______________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________

______________________________________________________________________________


_____________________________________ ____________________________________

_____________________________________ ____________________________________


______________________________________________________________________________

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Chelsea Brunning 04.29.07 21:50 Phil Clampitt


“University Ave., Bayshore Dr., up through UWGB campus in now quarantined by

the Department of Homeland Security and the FBI. No one in, no one out.” (Thus, CIA is

not involved.)


Department of Homeland Security 202.282.8000

FBI 202.324.3000

Residents in quarantined area

The residents in the quarantined area are highly concerned, the rest

of Green Bay is on high alert.

X X X X X X


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Message:______________________________________________________________________

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_____________________________________ ____________________________________


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CMT – whole group 05.01.07 8:45 Phil Clampitt


“Rumors are surfacing that Brucellosis is infecting Green Bay community’s dogs and

cats, and that pets are dying from this disease. The quarantined area is extended to include all

of East Green Bay.”

CDC 404.639.3534

Residents in quarantined area

Residents of Green Bay

Fear in residents of Green Bay, both quarantined and

non-quarantined. These are rumors, but ones that concern a vast number of people with pets.

Making them feel safe is the most important thing.

X X X X X X


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Crisis Management Strategy Worksheet:

In identifying potential crisis within the Bay Beach Wildlife Sanctuary, we have uncovered several types and degrees of crisis. We have developed a “how to handle” list for each of these crisis situations.

How to Handle: A Crisis that Poses an Immediate Safety Risk to Visitors or Community

This group of scenarios would include things such as loose animals and fires. In a case of a crisis that poses an immediate safety risk to visitors at, or surrounding communities of the wildlife sanctuary, we propose the following steps:

Notify1) Notify the Green Bay police/ fire and rescue via radio2) Notify all staff on premise via radio

Mitigate Impact3) Close and lock any gates that would minimize the potential risks involved (If an

animal is loose, lock the nearest gate that will protect the rest of the patrons)4) Gather all visitors and escort them to safety, use appropriate vehicles for action (if

high urgency or risk, gather via pick-up truck)5) Ensure that all visitors are safe6) Have one staff member file incident report forms with all injured visitors and

gather eyewitness accounts7) Close park to public until the public is safe8) Ensure animal safety (capture any loose animal, or escort those at risk to safety)

(do not do this if it poses a high risk to the staff, if assuming any risk, proceeded with caution)

9) File incident report forms for all staff members and animal injuredAssess

10) Gather full knowledge of the incident from incident reports11) Determine who or what is at fault12) Discern necessary precautions to implement in the future

Inform13) Contact Leonard & Finco Public Relations Inc. with all known information (this

is the sanctuary-hired PR firm)a. Discern main message (you only get one)b. Write and e-mail press-releases containing accurate information (keep

main message)c. Write letter explaining incident and the impact it has on sanctuary, mail to

stakeholders (keep main message)

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14) Set-up a time to meet with key media members (keep main message)

Recover15) Implement necessary precautions for the future

Assess Outlook16) Poll stakeholders and public to determine their feeling towards the wildlife

sanctuary

How to Handle: A Crisis that Poses a Health Risk to Animals/Vegetation, but not to Visitors

This group of scenarios would include things such as distemper and invasive species. In a case of a crisis that poses a health risk to animals or vegetation at the wildlife sanctuary, but does not pose a threat to visitors, we propose the following steps:

Notify1) Notify sanctuary staff via radio code at first sighting

Assess2) Become educated on the disease/invasive species (the chief naturalist or sanctuary

veterinarian may have experience or knowledge)3) Determine scope of crisis (using staff and interns who are knowledgeable, in

larger instances use the DNR’s assistance)4) Plan and hold a meeting with sanctuary staff to talk about the crisis, inform them

of the situation, possible outcomes, and what to do with infected animals or vegetation

Mitigate Impact5) Mitigate the spread of disease by quarantining animals or areas of vegetation that

are infected6) Begin to treat animals or vegetation as needed (recruit assistance of sanctuary

veterinarian and R-PAWS program members)Inform

7) Contact Leonard & Finco Public Relations Inc. with all known information (this is the sanctuary-hired PR firm)

a. Discern main messageb. Write and e-mail press releases to local media outlets (using main

message)c. Notify stakeholders of concern for animals via a special letter or the

Honker (pending immediacy and when the next Honker is to be released) (using main message)

Recover8) Release animals that are recovered9) Continue to monitor the populations affected

Assess Outlook10) Poll stakeholders and public to determine their feeling towards the wildlife

sanctuary

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How to Handle: A Crisis that Poses a Risk to the Reputation of The Bay Beach Wildlife Sanctuary

This group of scenarios would include things such as an advocacy group protest. In a case of a crisis that poses a risk to the reputation of the wildlife sanctuary, we propose the following steps:

Notify1) Notify Sanctuary Staff via radio code (if this concern is on premise)

Assess2) Become knowledgeable of the public concerns, including intensity of concern3) Hold a meeting for sanctuary staff where all staff members are informed of the

public concern, and how it affects the sanctuary Mitigate Impact/Inform/ Recover

4) Contact Leonard & Finco Public Relations Inc. with all known information (this is the sanctuary-hired PR firm)

a. Determine the main messageb. Discuss concerns with the main group or media source that posed concernc. Write and send a special letter containing the sanctuary’s perspective to

key stakeholdersd. Write and e-mail press releases containing the sanctuary’s view to the

mediae. If necessary hold a meeting with media to discuss the sanctuary’s main

messageAssess Outlook

5) Poll stakeholders and public to determine their feeling towards the wildlife sanctuary

How to Handle: A Crisis that Poses a Financial Detriment to the Bay Beach Wildlife Sanctuary

This group of scenarios would include things such as budget cuts from the city. In a case of a crisis that poses a risk to the financial wellbeing of the wildlife sanctuary, we propose the following steps:

Assess1) Become knowledgeable of the current financial situation

Notify2) Notify Sanctuary Staff via meeting

Mitigate Impact3) Discuss ways to use money more efficiently or earn funding to mitigate loss

Inform/ Recover4) Contact Leonard & Finco Public Relations Inc. with all known information

(this is the sanctuary-hired PR firm)a. Determine the main messageb. Write and send a special letter containing the sanctuary’s perspective to

key stakeholdersc. Write and e-mail press releases concerning the crisis, send to media

Assess Outlook

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5) Poll stakeholders and public to determine their feeling towards the wildlife sanctuary

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Proprietary Information: Radio Code

With media tracking most radio communications in the Green Bay area, Bay Beach Wildlife Sanctuary has designated a specific radio frequency that allows for them to communicate directly with one another within the park privately. This means that park employees do not have to deal with the media hearing any private for emergency information being stated. Although convenient, this of course is void as soon as the police are called to a situation, for they use a public channel. For this reason, the park has developed different codes to use in case an emergency situation was to occur.

In the instance that a major crisis would happen, the media would not be aware of the situation until the public radio channels were used to communicate information. This allows for some order to be taken before the park has to implement their crisis communication plan to “save-face” within the eyes of the media. It is their number one concern to make sure the public is safe, and once that has happened, the park officials can more effectively handle the situation, and the questions from the media concerning the event.

Profit Gift ShopBay Beach Wildlife Sanctuary has only two sources of revenue from the general

public. Visitors are able to purchase a bag of corn to feed the ducks and geese at 50 cents per bag, as well as purchase gifts and memorabilia from a gift shop on site.

Because the wildlife sanctuary is, to some extent, a separate entity within the public park system, they prefer not to share information concerning their revenue within the gift shop. This information is not private, but simply doesn’t hold relevance to any situation. Though the revenue is minimal, they prefer to appear as a volunteer based city organization that runs from closely watched and constantly decreasing city budget. They would prefer to emphasize their strong efforts in creating programs of their own to help raise money for the park as well as increase donations to fund the programs and animal care.

Individual SalariesLike any employee of an organization, wages are a personal topic and are not

shared among guests, or coworkers. This is not a secretive act, but simply a form of respect for each individual employee’s privacy. Most of the employees are volunteer-based, so there are minimal full-time employees to begin with, but wages are still not relevant for public knowledge.

Instruments for Unruly AnimalsAlthough no one wants to think about the worst possible scenario, it must be dealt

with for the safety of the public. Since wild animals are on site, proper training must take place in the rare instance that an animal were to attack a human.

There are a few different methods that would be used to contain the aggressive animal in any given situation. First, the employees are trained with blow darts and tranquilizers. The first step is to regain control over the animal’s aggression in the most

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humane manor. By tranquilizing the animal immediately, the park hopes to keep control over a situation without taking any drastic actions.

As one would expect, a human’s life is valued over the animal. If the situation were to be so extreme that a tranquilizer would not suffice, the park staff is also trained to use a shotgun. First and foremost visitors must remain safe. Although rare, if this instance were to occur, the human life comes first.

Euthanizing Procedure for FoodAll animals must eat, and seeing as birds of prey require more than just corn, the

park is responsible for providing the correct amount of food for the animals. Although some may worry about inhume acts of feeding carnivores dead animal carcasses, the process is very clear cut.

For the larger mammals, donated deer carcasses are used as food. These are often deer that are killed by vehicles on the highway. These animals are monitored based on where they were killed and only the pure meat of the animal becomes feed for the mammals.

For the birds of prey, the food comes from the raising of chicks. Although they used to use live rats, and occasionally do, large budget cuts have caused them to purchase a food source that is most effective while still very affordable. The chicks are raised in an enclosed room designated for raising and euthanizing chicks. Purchased from a large chain supplier, the chicks are raised for approximately three weeks providing them with food and nutrients to benefit the birds of prey, and are gassed to ensure that they will not suffer from an inhumane death.

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Stakeholder Contact Information:

Sanctuary Staff:Ty Baumann, DirectorFrank Roznik, ManagerMike Reed, CuratorLori Bankson, Senior Animal KeeperKim Diedrich, Chief NaturalistJody Sperduto, NaturalistMark Payne, RangerFluffy Aerts, Office

Police Department307 S. AdamsGreen Bay, WI 54301Emergency: 911Non-Emergency: (920) 448-3200

Fire Department501 S. Washington Green Bay, WI 54301(920) 448-3280

Center for Disease Control and Prevention1600 Clifton Rd.Atlanta, GA 30333(404) 639-3534

Department of Homeland SecurityU.S. Department of Homeland SecurityWashington, D.C. 20528(202) 282-8000

Federal Bureau of InvestigationJ Edgar Hoover Building935 Pennsylvania Ave, NWWashington D.C. 20535(202) 324-3000

Central Intelligence AgencyCentral Intelligence AgencyWashington D.C. 20505(703) 482-0623 Leonard & Finco Public Relations Inc.1039 W. Mason St.Green Bay, WI 54303(920) 965-7750

Corporate Board of Directors of F.O.W.L.S. Jay Hamann, President – Treasurer1660 East Shore DriveGreen Bay, WI 54302-1285(920) 391-3671

Friends of the Bay Beach Wildlife Sanctuary, Inc. (F.O.W.L.S.)1660 East Shore DriveGreen Bay, WI 54302-1285 (920) 391-3671Donors to the Bay Beach Wildlife Sanctuary

Parks Recreation and Forestry Department100 N. Jefferson Green Bay, WI 54301(920) 448-3365

Department of Natural Resources (DNR)Northeast Region Office2894 Shawano AveGreen Bay, WI 54307(920) 662-5100

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Forestry Division Assistance: (920) 662-5156Gypsy Moth Assistance: (920) 662-5430Forest Health Assistance: (920) 662-5172Wildlife Assistance: (920) 662-5428

Green Bay School District200 S. BroadwayGreen Bay, WI 54303(920) 448-2000

Columbia Serum Pharmaceutical

Tri-County Feed

Festival Foods2250 W. Mason St.Green Bay, WI 54303(920) 496-2966

Festival Foods2534 Steffens Ct.Green Bay, WI 54311(920) 465-3800

Fleet Farm2460 W. Main St.Green Bay, WI 54311(920) 468-4913

Stakeholders Concerns Power Legitimacy

Residents: Rehab animals Mammals “Guest” Animals

Rehabilitating, feeding, comfortable environment

Bring in the guests, can influence various factors of park with increased numbers

Animal rights: they need help and it should be given to them

Investors: F.O.W.L.S. Donors City of Green Bay Corporate B.O.D. Friends of the Bay Beach Wildlife Sanctuary

Is money being spent wisely?Sanctuary is acting in ethical manors

Funding, suggestions will be taken seriously, can affect visitor opinions

They give money, invest, volunteer, they should be treated with respect

Media: PR Firm Newspapers News stations

Public right to knowledge, ethical values, problems should be visible

Severely influence the public view, gatekeepers, key audiences

Constitutional rights, inform the city/ area, can aid the sanctuary with good publicity

Employees: Volunteers Paid employees Veterinarian

The animals, funding, facilities up to par, adequate tools available and training

Can sway public opinion, keep the facility functioning, they care for the animals

They work for the sanctuary, many are certified to work w/ animals, some have many years invested in the Sanctuary

Consumer: Guests General Public

Animal protection, ethical values, safety to themselves/ animals

Bring in finding, sources of donations, volunteering, program attendees

Have a right to visit, sheer interest in the animals and area, curiosity of animal operations

Community: Safety and Can be a large % or Have a right to visit,

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Neighbors General Public Schools

security, education on safety and how to help, environmental

attendances, reputation keepers/harmers, sources of revenue

sheer interest in the animals and area, curiosity of animal operations, right to safety

Government: DNR Forestry Dept. UW-Extension Program Park Dept.

Safety, revenue, animal care and rehabilitation, education to visitors, environmental

Source of funding, hold laws and regulations, help regulate/ secure facility, educating future helpers, vets, etc…

Direct connections and ties, hold the power of lawmaking/funding, educated and informative

Suppliers: Festival Foods Fleet Farm Tri-County Feed Columbia Serum

Continued business, have enough materials to supply

Regulates the flow of materials

They provide needed resources

Stakeholder K I S S

Residents

Animals are cared for by Sanctuary.

Animals are main exhibit at Sanctuary.

Sanctuary has responsibility for many of the animals.

Animals are important to the reputation of Sanctuary.

Respect and treat animals fairly. Safety of animals.

Scare animals on purpose. Ignore concerns with animal.

Investors

Choose to invest/donate to Sanctuary.

Have genuine concern about Sanctuary.

Acknowledge relationship and inform of potential crisis.

Ignore during crisis.

Media

Media wants to tell a story.

PR firm wants to provide relations with media.

Will tell the story whether it is good or bad.

PR firm is looking out for best interests of Sanctuary.

Inform with most accurate details as possible.

Utilize PR firm’s resources.

“No comment.”

Try to contact the media alone.

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Employees

Choose to work at Sanctuary, some without pay.

Enjoy and love wildlife and benefits of Sanctuary.

Value opinions and concerns from workers who are immediately involved with Sanctuary.

Push employees aside if crisis concerns.

Consumers

Guests enjoy wildlife.

Guests support Sanctuary’s ideals.

Guests are concerned about well being of Sanctuary.

Safety first.

Legitimize comments.

Let guests fend for themselves.

Ignore comments.

Community

Neighbors choose to live close to Sanctuary.

Neighbors like wildlife and understand importance.

Acknowledge the neighbors’ boundaries.

Belittle the concerns from neighbors.

Government

Fund and support Sanctuary.

Work in conjunction with Sanctuary.

Budget of city includes Sanctuary because is city park.

Regulations and procedures must follow city and state guidelines.

Recognize the power and legitimacy of city.

Respect and follow city and state procedures.

Pretend Sanctuary is its own entity.

Ignore city and state regulations.

Suppliers

Sanctuary utilizes suppliers on regular basis.

Does not use others.

Health of animals in hands of supplier.

Confidence in companies.

Take precautions with product.

Save packages and labels for identification number.

Throw labels away.

Use multiple suppliers.

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Bay Beach Wildlife Sanctuary Press Kit:

The press kit includes the following materials in advance: Contact information Hours of operation and map of location Map of the sanctuary including building locations and hiking trails Recent edition of The Honker, the sanctuary newsletter Information sheet on the wildlife sanctuary

Items that are to be included in the press kit at the moment of a crisis occurrence: Press release for current situation

o Sniper shoots 30 studentso Outer East side quarantinedo Testing siteso Animal drop-off center moved to NEW Zoo

Information on the animal, disease or other things involved in the crisiso Brucellosis Fact Sheet

Listing of up-coming appearances/public forums on the event Green Ribbon to show support for victims’ families Listing of educational courses and activities that were available.

See Appendix A

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Post Crisis Evaluation:

Prior to Post Crisis Evaluation:1. Notes should be taken during the crisis pertaining to the effectiveness of different forms of communication. 2. Effectiveness of the plan should also be considered and altered if necessary.

The process for evaluating crisis management performance:1. Ask all stakeholder groups for feedback, including employees and external stakeholders.

a. Give each stakeholder group the Post Crisis Evaluation Survey that follows and ask then to complete it as soon as possible.

b. Summarize the results from the stakeholder feedback surveys.2. Evaluate data from the crisis records.

a. Summarize data from the incident report sheets, the CMT strategy worksheets, and the stakeholder contact sheets.

b. Determine if there were any noticeable mistakes made by the CMT.3. Analyze all of the collected data and complete the Post Crisis Evaluation Worksheet

a. Specify in detail what was done well and done poorly.b. Determine what changes need to be made and what must be retained.

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Post Crisis Evaluation Survey:

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Post-Crisis Evaluation

Crisis: _______________________________________________________________________________

Date of Crisis: _______________ Time:_____________ Location:___________________________

What was your role in the crisis? How were you personally affected by the crisis?Explain:

Was the crisis considered to be a likely occurrence? Circle One: Yes No SomeExplain:

What methods were used to notify the public and how effective were those methods? Not At All Effective Neutral Very Effective

1. ____________________________ 0 1 2 3 4 5 6 7 8 9 10

2. ____________________________ 0 1 2 3 4 5 6 7 8 9 10

3. ____________________________ 0 1 2 3 4 5 6 7 8 9 10

4. ____________________________ 0 1 2 3 4 5 6 7 8 9 10

5. ____________________________ 0 1 2 3 4 5 6 7 8 9 10

What was done correctly?

What should have been done differently?

Post Crisis Evaluation Worksheet

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POST CRISIS EVALUATION WORKSHEETCMT Member: __________________________ Date of Crisis: ___________________ Type of Crisis: _____________________________________________________________

We followed the Crisis Management Plan? Circle One:

Strongly Disagree Neutral Strongly Agree

0 1 2 3 4 5 6 7 8 9 10

Explain: _________________________________________________________________________________________________________________________________________________________________________________________________________________________

Evaluation of Procedure: ____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Procedures that were completed well:________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Recommendation for changes/improvements________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Documents

project