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New Orleans Saints Crisis Communication Plan Scenario :

New Orleans Saints Crisis Communication Plan Scenario : The New Orleans Saints are accused of running a bounty program aimed at injuring opposing players . Multiple players have been implicated in this scheme and the press is waiting for a reaction from the team.

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New Orleans Saints Crisis Communication Plan Scenario :

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  1. New Orleans Saints Crisis Communication Plan Scenario: The New Orleans Saints are accused of running a bounty program aimed at injuring opposing players. Multiple players have been implicated in this scheme and the press is waiting for a reaction from the team.

  2. Saints Crisis Communication Plan: Table of contents: 1.0: Situation Description 2.0: SWOT Analysis 3.0: Key Roles 4.0: Media Contacts 5.0: Target Audience 6.0: Goals of Communication 7.0: Traditional Press Release 7.1: Digital Media Press Release 7.2: Letter Sample and Response 8.0: Pitfalls to Avoid when addressing Hispanic Audience 9.0: Player Assistance Program 10.0: Statistics

  3. Section 1: Situation Description Situational Analysis: The New Orleans Saints have taken a hard PR hit and need to take immediate action to remedy its relationship with the NFL, its fans, its community, and its ownership. The Saint’s golden image has been tarnished by a few players and coaches that may have made some poor decisions and these simple mistakes will prove to be very difficult to overcome.

  4. Section 2: SWOT Analysis

  5. Section 3: Key Roles Crisis Manager: John Morrison News Media Liason: Joe Smith Social Media Monitor: Tiffany Stewart Internal Communication: Tyler Stewart Speech Writers: Jonathan Favreau/Dwight Davis Public Speakers: Sean Peyton and other team representatives

  6. Section 4: Media Contacts

  7. 5.0: Target Audience NFL NFL Players Association Fans Prospective players and coaches Owners of the team

  8. 6.0: Goals of Communication To inform the general public and our fans of the allegations that have been made against the team. To persuade our fans to have faith in the team and continue to support us. To motivate the fans to continue to come to games and support the team. To build a mutual understanding between the team, the NFL, and the fans as to what the truth is, what will be done to rectify the issue, and what the team’s plans are moving forward.

  9. 7.0: Traditional Press Release FOR IMMEDIATE RELEASE MEMBERS OF THE NEW ORLEANS SAINTS DEFENSE ACCUSED OF PARTICIPATING IN A BOUNTY PROGRAM New Orleans, LA, May 15, 2011 — Today, Commissioner Roger Goodell made our team aware of possible sanctions that may be handed down for the participation in a bounty program by several personnel from our defense. The leaders of this organization had no knowledge of this alleged program and will conduct their own investigation to ensure that all the facts are brought to the surface. There are several players and coaches that have been accused of running the bounty program and the National Football League will have the Saints’ full cooperation in resolving this matter. For more information, please contact Tristan Stewart, New Orleans Saints spokesman, at 1-800-920-1537. It is the goal of the New Orleans Saints to create a model franchise and to impact our league and fans in a positive manner. WHO DAT!

  10. 7.1: Digital Media Press Release MEMBERS OF THE NEW ORLEANS SAINTS DEFENSE ACCUSED OF PARTICIPATING IN A BOUNTY PROGRAM New Orleans, LA, May 15, 2011 — Today, Commissioner Roger Goodell made our team aware of possible sanctions that may be handed down for the participation in a bounty program by several personnel from our defense.Theleaders of this organization had no knowledge of this alleged program and will conduct their own investigation to ensure that all the facts are brought to the surface. There are several players and coaches that have been accused of running the bounty program and the National Football League will have the Saints’ full cooperation in resolving this matter. Click here to read the entire story Click here to see what Coach Sean Peyton said about these allegations For more information, please contact Tristan Stewart, New Orleans Saints spokesman, at 1-800-920-1537. It is the goal of the New Orleans Saints to create a model franchise and to impact our league and fans in a positive manner. WHO DAT!

  11. 7.2: Letter Sample and Response Fan: To whom it may concern, I am deeply disturbed by the allegations of the New Orleans Saints running a bounty program to intentionally hurt fellow players. There are kids all over the world that look up to the players of the NFL and should have better role models than this. I am the Athletic Director of a local league and I don’t want my players to think that this behavior is acceptable. This type of program is not only unethical but is a gross display of unsportsmanlike conduct. I hope that the NFL or the team or both take immediate action to dissolve any remnants of this program and lay heavy sanctions upon anyone involved. Regards, Joe Smith Team: Sir, I want to begin by saying that, on behalf of the New Orleans Saints, we apologize to you and the fans of the Saints and the NFL for this embarrassing predicament that a few players and coaches have put us in. In no way shape or form are the “bounty program” allegations an indication of the dedication that the Saints have to ensuring player safety. The Saints as an organization had no prior knowledge that this alleged program was being operated in our locker rooms. The few that have been accused of participating in the program would have been acting alone and without the support of the front office. Once all of the facts have surfaced and all parties that were involved are proved to be guilty the team will support any punishments handed down by the NFL and will take any additional action on the individuals that we find necessary. Once again, we apologize for any heartache that has occurred as a result of these allegations and look forward to the upcoming season. Sincerely, Operations President a.k.a. some PR professional

  12. 8.0: Pitfalls to Avoid when addressing Hispanic Audience Due to the growing number of Hispanic fans in the New Orleans area and around the United States the following should be considered: Not selecting the best media channels to reach Hispanic audience. Research has shown that many Hispanics rely on local Hispanic radio stations and newspapers for news around the world. Efforts should be made to reach to this population through these channels. Using words or phrases that translate differently in different dialects. A translator will contracted to identify words or phrases that have multiple meanings in different dialects. The translator will recommend the most basic language to use while avoiding words or phrases that may be offensive to some. Failing to decipher between markets and regions. The difference between markets and regions will be clearly defined. Generally markets can spread across many regions, but regions are typically defined geographical areas. Being blind to how our competition is addressing this public. Research will be conducted to identify what other teams are doing to appeal to the Hispanic population. While avoiding duplicating their efforts we will develop a standard of best practices to reach out to this sector.

  13. ……………………Days after initial news release about the bounty program, the Saints unleash……….

  14. 9.0: Player Assistance Program FOR IMMEDIATE RELEASE The Saints announce a fund that will help players who suffer career-ending injuries start a new life. New Orleans, LA, May 21, 2011 — Today, the New Orleans released preemptive details on Jump Start on a New Life, a program that will assist players that have suffered career-ending injuries in transitioning to a life outside of football. The program will off career coaches to ex-players and also provide scholarships to individuals who didn’t complete their college degree to go back to school. The Saints will be reaching out to all the teams of the NFL to contribute to and support this program. The Saints have stated that this is in no way an admission to the allegations of running a bounty program but instead a symbol of the dedication that the team has to player safety and the well-being of all. For more information, please contact Tristan Stewart, New Orleans Saints spokesman, at 1-800-920-1537. It is the goal of the New Orleans Saints to create a model franchise and to impact our league and fans in a positive manner. WHO DAT!

  15. 10.0: Statistics Before crisis fan approval rate was 95%. At time of news release about Bounty program fan approval rate dropped to 45%. Upon revelation of Jump Start on a New Life program fan approval rate immediately jumped to 58%. Estimates show that as the 2012 season starts and the Saints continue to show their dedication to player safety that the approval rate of our fans will continue to rise approximately 5% every fiscal quarter, taking into consideration several factors including the team’s success during the regular season.

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