2. I. Executive Summary
The Hopeful Paws crisis communication plan is the blueprint for the way the
Hopeful Paws team will handle any crisis situation. The crisis commination plan
should be read and understood by those outlined with positions of responsibility
within the plan. The crisis communication plan will outline the way in which the
Hopeful Paws organization will effectively communicate within our organization: with
those external to Hopeful Paws who collaborate with the organization, the public,
donors, the media, any necessary law enforcement, and the local government. An
effective communication plan, along with early intervention by those outlined within
will allow Hopeful Paws to limit any negative impact to the reputation of the
organization, and/or those organizations associated with the Hopeful Paws brand,
from any crisis situation.
A crisis situation, for the purposes of this plan, is any event or situation that has a
major impact on the Hopeful Paws organization or the feral cat population of the
Newton, NC area. Examples of a crisis situation can include, but are not limited to:
fire, bomb threats, abuse allegations, disease spread, animal attack, feline medical
emergencies, human medical emergencies, or other situations that require a
response from Hopeful Paws.
In the following sections, you will find the breakdown of the crisis
communications plan. Section II, Crisis Communication Team (CCT), will identify the
members of the team, each member’s specific responsibilities, and CCT procedures.
Section III, public stakeholders and groups, will outline the groups that must be
taken into consideration when working through a communications plan. Section III
will also provide all pertinent contact information for those groups listed. Section IV,
“survival” kit, will outline the available survival materials for Hopeful Paws and who is
responsible for each piece of the kit.
II. Crisis Communication Team
The Hopeful Paws crisis communication team (CCT) is the face of Hopeful Paws
to all constituent groups and the first line of defense for the organization’s reputation.
It is important to be fully aware of who is assigned to the crisis team and what role
every person plays on the team so that there is no confusion and to ensure that
communication happens in a timely, effective, and accurate manner.
In the event of a crisis situation, the person who initially becomes aware of the
situation will contact the head of the CCT. It is then the responsibility of the head of
the CCT to inform the members of the team of the crisis situation and to initiate crisis
situation procedures. It is of the utmost importance that, while the crisis
communication plan should be followed directly, in the case of a real emergency
such as a fire, a life-threatening situation, or a medical situation, emergency
personnel should always be contacted first. If there is doubt, then call 911!
The following cart outlines the crisis communication team members and structure.
3. Name of
Team
Member
Position
Within the
Company
Role on the Crisis
Communication
Team (Title & Brief
Description of the
Role)
Training that Needs to be
Completed by this Team
Member (e.g., Media, Public
Speaking, Employee Policy,
Technology, etc.)
Mara Earp Head of
Public
Relations
Head of the CCT. In the
event of a crisis
situation, this is the
person who will initiate
and coordinate the crisis
communication plan.
Public Relations expertise,
employee policy, public speaking,
and emergency preparedness.
Jennifer
Crow
Owner/CEO Spokesperson.
In the event of a crisis
situation, this person will
be the public face of
Hopeful Paws. This will
be the person who gives
all public statements.
Public speaking, employee policy,
media relations and event
management.
Young,
Morphis,
Batch,
&Taylor
Attorney(s) Legal Crisis
Communication. This is
the person(s) who will
be responsible for all
legal communication on
behalf of Hopeful Paws.
Legal practice and business law.
Laura
Tipton
Volunteer Social Media and
internet crisis
communication leader.
This person will be
responsible for all
communication via
social media, email
distribution, and
website(s).
Social media communications,
basic SEO concepts, public
speaking, technology, employee
policy.
Josh
Grindle
Volunteer Media and phone crisis
communication leader.
This person is
responsible for all
communication with
media contacts and
phone communications.
Phone Etiquite, pulic speaking,
media relations, technology, basic
public relations knowledge.
Brad Barlow Vetrinarian of
contact
Animal welfare crisis
communications. This
person is responsible for
all communications
involving the health and
welfare of the feral and
stray cats in the care of
Hopeful Paws.
Liscenced vetrinarian.
4. III. Public Groups and Stakeholders
In the event of a crisis situation there are several groups that need to be included
in communications from Hopeful Paws. These groups include donors, animal services,
local government and emergency services, other TRN organizations, and the local
public. These groups have a direct impact on Hopeful Paws’ reputation and the
resolution of any crisis situation.
Donors to Hopeful Paws have the largest impact of all of the possible groups
because the organization relies on them more than these donors rely on Hopeful Paws.
All funding for the organization comes in from donations, which means the people who
are giving their money are the ones that matter the most. This group is where most of
the word of mouth and social media is going to come from, and because Hopeful Paws
is so small, any hit to its reputation on social media or by word of mouth could
potentially put the company out of business.
Maintaining a solid reputation with Catawba County animal services is imperative to
have a good working relationship. This group has the power to influence Hopeful Paws’
reputation in two very large ways: word of mouth to those who donate to us due to the
large cross-over in donor populations (as both organizations are focused on animal
welfare) and the potential to involve the county animal control, which can case legal
issues for Hopeful Paws.
The local government and emergency services can influence everything about the
organization and the cats that are being helped by Hopeful Paws. There is always
pressure, on a local level, for something to be done about pest issues within city limits.
With a feral cat population being considered a “pest issue” at times, it is important that
the organization keep a good reputation within the local governing body and emergency
services, to be able to continue Hopeful Paws’ work.
Other TNR programs have the ability to influence all other constituent groups. It is a
safe assumption that if someone is looking into Hopeful Paws and they are donating,
then it means he/she has been in contact with at least one other similar organization. If
the other TNR programs, both locally and nationally, see Hopeful Paws in a bad light,
then they are less likely to recommend Hopeful Paws to a potential donor. They are also
not likely to look at Hopeful Paws when they are seeking a sister or connected
organization to partner with.
The local public, like other TNR programs, has the ability to influence all other
constituent groups. When a member of the public, even those not involved with Hopeful
Paws, sees a crisis situation happening, he/she can form opinions about the
organization which can spread to other constituent groups. Hopeful Paws’ reputation
can be ruined by word of mouth before someone is aware of the organization when a
member of the public spreads poor word of mouth. The local public is also the first
group to stand up and back a local organization facing a crisis situation when compelled
by the proper communication.
5. Local Media
Name of Media
Outlet
Specific Contact
Phone Number
E-Mail Address
Primary Contact
Person
WCNC (NBC)
News
704-329-3600 sfrench@wcnc.com Sarah French
WBTV (CBS)
News
704-374-3500 pcameron@wbtv.com Paul Cameron
Charlotte
Observer
704-358-5000
lvsmith@charlotteobserver.com
Lavendrick Smith
WJZY (Fox)
Charlotte
704-944-3300 choward@fox46.com Chuck Howard
Winston-Salem
Journal
336-727-7211 Jdrabble@wsjournal.com Jenny Drabble
107.4 KWTL
336-274-8042 jared@1075kzl.com Jared Pike
Local Government Agencies/Departments
Name of Agency
Specific Contact Phone
Number E-Mail
Address
Primary Contact
Person
Newton NC Police
Department
828-465-7430 N/A Cindy Ojeda
Newton NC Fire
Department
828-695-4314 N/A Alex Frick
Catawba Valley Medical
Center
828-326-3393 N/A Mickey Deal
Catawba County Animal
Control
828-465-8392 N/A Mark Pttit
Relevant Federal/State Government Agencies
Name of Agency
Specific Contact
Phone Number
E-Mail Address
Primary Contact
Person
NC Department of
Agriculture
919-707-3001
heather.overton@ncagr.gov
Heather Overton
6. Other/Optional Groups and Stakeholders
Name of Group/
Stakeholder
Specific Contact
Phone Number
E-Mail Address
Primary
Contact
Person
Allie Cat Allies 513-639-7455 nicolegeldart@alleycat.org Nicole Geldart
Friends of Feral
Felines
704-348-1578 Feralangles@gmail.com Anne Gross
Catawba County
Humane Society
828-464-8878
Alicia@catawbahumane.org
Alicia Blackburn
III. Facilities and Survival Kit
In the event of a crisis situation all staff and volunteers will meet at the business
office of Hopeful Paws located at 418 Duke St. Newton, NC 28658. This is where the
crisis communication team will set up the crisis management “hub” and where all
crisis related information will come from. It is of the utmost importance that every
employee and volunteer meet at the specified location to learn what their roles will
be in the event of a crisis along with what measures need to be taken by each
individual while handling the crisis. If for some reason the business office is not
accessible to the team during the crisis event, all staff and volunteers will meet at the
Hopeful Paws secondary location which is located at 3214 Providence Mill Rd.
Maiden, NC 28650.
Item
Currently
Available?
Person Responsible for
Item
Crisis manual Yes Mara Earp
Crisis communications manual Yes Mara Earp
Essential telephone numbers Yes Mara Earp
Media list Yes Josh Grindle
Computer(s) Yes Laura Tipton
General office supplies Yes Laura Tipton
Radio Yes Josh Grindle
Batteries Yes Laura Tipton
Additional Items (list below):
Cat Supplies (Food, Litter, medications, cages,
etc.)
Yes Jennifer Crow
Financial information Yes Jennifer Crow
Contact information for associated
organizations
Yes Jennifer Crow
7. IV. Employee Media Policy
Crisis situations can be chaotic. To avoid confusion, reduce uncertainty in all staff
and volunteers, and to ensure that information being released is timely, accurate,
and factual all Hopeful Paws staff and volunteers will adhere to the following
employee media communication policy.
a) All actions and messages will be coordinated through the head of the CCT.
b) All official Hopeful Paws messages communicated, both internal and external,
will be timely, honest, concise, professional, consistent, accessible, and
empathetic.
c) Do NOT issue messages to Hopeful Paws constituents until accuracy can be
verified by both the head of the CCT and one other official CCT member; and
an official response can be developed by the Hopeful Paws CCT.
d) Only the authorized spokesperson and the media and phone crisis leader of
the CCT will speak to the media about the crisis situation.
e) All others are instructed to answer with “no comment” to the media directly.
f) If approached by the media, after responding “no comment”, the staff or
volunteer will report the media incident to the head of the CCT.
g) If approached by someone from the public all Hopeful Paws staff and
volunteers are to direct their questions to the appropriate member of the CCT
as outlined above.
To ensure the entire Hopeful Paws team is fully prepared in the event of a crisis
situation there will be quarterly training sessions that cover the contents of this crisis
communication plan. During these training sessions, we will discuss the purpose and
structure of the crisis communication team, what constitutes a crisis situation,
expected response in a crisis situation, the employee media policy, and how to deal
with any unexpected or unprepared for crisis situation scenarios. During these
trainings, all questions will be answered and suggestions taken to better improve the
crisis communication plan and ensure all staff and volunteers are comfortable with
the policies in place.
V. Messaging
a) Press release template - The purpose of the initial press statement is to answer
the basic questions: who, what, where, when. This statement will provide
whatever guidance is possible at this point, express Hopeful Paws’ concern, and
detail how further information will be disseminated.
For Immediate Release
CONTACT: (Name of contact)
PHONE: (Contact number)
Date of Release: (Date)
8. Head Line – Insert primary message to the media and public
Dateline (Newton, NC) – Two to three sentences describing the current crisis
situation.
Insert a quote from the authorized spokesperson that shows empathy for the
situation, any victims, and demonstrated leadership.
Insert actions that are CURRENTLY being taken.
List actions with will be taken going forward.
List information on reactions from the public, media, and ways that those who
wish to can help.
Insert a quote from the authorized spokesperson that will provide the public with
reassurance in Hopeful Paws and how the situation is being handled.
List additional contact information, ways to get additional information, and other
resources.
###
b) Messaging Plan – The following outlines will be used to create appropriate
messages for the media, the public, social media, and the Hopeful Paws
Website.
Audience Key Message Supporting Facts
Communication
Channel
General Public
(Abuse Allegations)
The allegations of
Abuse are 100% False
• Hopeful Paws is
committed to the safety
and welfare of all
animals in our care.
• Hopeful Paws works
closely with the animal
welfare department of
Catawba County to
ensure the health and
safety of all animals in
our care.
• Hopeful Paws works
closely with Dr. Brad
Barlow, a liscenced
vetrinarian, to ensure
the safety and welfare
of all animals in our
care.
• The Hopeful
Paws
website
• All hopeful
Paws social
media
accounts
• Press
release
• All media
outlets
• Phone
contact
General Public
(Fire)
All possible actions
were taken to ensure
the safety of the
animals in Hopeful
Paws’ care and those
immediately affected
by the fire.
• Immediate action was
taken the moment the
situation was made
known.
• The proper authorities
were notified in the
most expedient way
possible.
• Hopeful Paws is
working with authorities
• The Hopeful
Paws
website
• All Hopeful
Paws social
media
accounts
9. and Dr. Brad Barlow, a
liscenced vetrinarian, to
ensure the welfare and
safety of all animals in
Hopeful Paws’ care.
• Press
release
• All media
outlets
• Phone
Contact
c) Message example – The following is an example of a message that can be used
in the event of a crisis situation.
- Hopeful Paws is devastated with (insert crisis situation). We are deeply
concerned with the safety and welfare of the animals in our care and that is
always our first priority. The staff and volunteers at Hopeful Paws are working
closely with (insert organizations and authorities that are being contacted) to
ensure that all affected are getting the care they need and will continue to work
closely with (insert organizations and authorities that are being contacted). For
more information as it becomes available please visit the Hopeful Paws
Facebook page or contact either by email at (insert official crisis communication
team email address) or phone at (insert crisis communication team phone
number). Thank you for the continued support in this difficult time.
VI. Social Media Management
a. Monitoring – In the event of a crisis situation the CCT will closely monitor the
Hopeful Paws Facebook and Instagram pages. Utilizing the online monitoring
tools Hootsuite, Google alerts, and Yahoo alerts; the Social Media and internet
crisis communication leader will monitor mentions of Hopeful Paws online in
addition to self-monitoring engagement on all Hopeful Paws social media and the
official website.
i) Using the US Air Force web posting response assessment (LLC, F. M., n.d)
the Social media and internet crisis communication leader will assess mentions
of Hopeful Paws and address them accordingly.
10. (LLC, F. M., n.d)
b. Communication – All communication to social media will be disseminated through the
Hopeful Paws Facebook and Instagram pages.
11. Resources
Anthonissen, P.F. (2008). Crisis communication: Practical PR strategies for reputation
management and company survival. London: Kogan Page.
Emergency Preparedness and Response. (2017, May 17). Retrieved November 18,
2017, from https://emergency.cdc.gov/cerc/resources/templates-tools.asp
How Companies can Respond to Online Complaints. Retrieved November 18, 2017,
from http://www.strategy-business.com/article/re00210?gko=20c08
LLC, F. M. (n.d) The US Air Force: Armed with social media. Retrieved November 19,
2017, from https://www.webinknow.com/2008/12/the-us-air-force-armed-with-social-
media.html
