A complex, large institution like WKU will periodically experience unexpected circumstances which require thoughtful action and communication. In those situations, the Office of Media Relations, and the Division of Institutional Advancement, will become the key contact between the University and the news media. To help in those times, the University has adopted a Crisis Communications Plan. This plan will help guide those both on and off campus in accurately communicating information relevant to a given situation.
INTRODUCTION
Communication is a key component in the University's plan to handle a crisis situation. How the University communicates will have a lasting impact on its reputation with its various constituencies, including: students, faculty, staff, alumni, parents, the community and the media. An effective communications plan, coupled with the early involvement of communications professionals, will help limit the negative impact of the crisis and allow those charged with mitigating the crisis to fulfill their responsibilities.
For this plan, a crisis is defined as a significant disturbance in the University's activities which results in extensive news coverage and public scrutiny, and which has the potential to cause campus disruptions and long-term public relations damage.
As a publicly-assisted institution, it is the policy of Western Kentucky University to be forthright at all times and timely in its communication with the University community, news media and general public during a crisis situation. Decisions regarding communications will be guided by the commitment to public disclosure and the public's legitimate right to be informed, balanced by a concern for the right of the individual for privacy and personal security. Also to be considered is the effect that immediate public disclosure could have on impending investigations or legal actions.
PURPOSE AND OBJECTIVES
The purpose of this plan is to provide policies and procedures for the coordination of communication within the university and between the university, the media and the public in the event of a crisis situation. The objectives include:
To factually assess the situation and determine whether a communications response is warranted.
To assemble a crisis communication team that will make recommendations on appropriate responses.
To implement immediate action to:
-Identify constituencies that should be informed.
-Communicate facts about the crisis.
-Minimize rumors.
-Restore order and confidence.
PROCEDURES
The identification of a crisis warranting the activation of the crisis communication plan is at the discretion of the University President or the President's designee. Initial information regarding the crisis or emergency, or one that may have potential crisis impact, should be delivered without delay to the member(s) of the Administrative Council having responsibility for the areas affected and to the Vice President for Institutional Advancement or the Assistant Vice President for University Relations.
Once a crisis situation has been identified, the ranking communication official will designate and convene a crisis communication team (CCT) to assure a rapid, coordinated and effective response to the situation. The CCT will include members of the Division of Institutional Advancement and representatives of the areas most closely dealing with the situation (i.e. WKU Police, Student Affairs, Facilities Management). The members of the CCT will serve as the conduit to their respective divisions to relay current, relevant information to the team. Should the crisis warrant the activation of a crisis command center, the Assistant Vice President for University Relations will serve as the liaison between the command center and the CCT.
The team's activities will be coordinated by the ranking communication official. Those activities can include some or all of the following:
Designating a spokesperson. In most cases, the spokesperson should be the person possessing the most direct knowledge of the crisis. In cases of a significant crisis, the President or highest ranking administrative officer may become the spokesperson to instill a sense of control and assurance. The CCT will assist the spokesperson with preparation and advice.
Drafting a fact sheet. A fact sheet containing pertinent summary information about the crisis may be beneficial in quickly communicating to both internal and external constituencies. It can also be helpful to the spokesperson.
Notifying key constituencies. The CCT will need to determine which constituencies should be informed of the crisis (such as city and county agencies, parents, etc.) and may designate specific members as liaisons with those constituencies. Effective communication will help dispel rumors, maintain morale and ensure continued orderly operations of the University.
Alerting the media. The team, in consultation with the senior administration, will determine the appropriate means of conveying information to faculty, staff, students, the news media and the public. Possibilities include issuing a news release (which could include the fact sheet) or calling a news conference. News conferences should be reserved for the most significant crisis situations and the logistics (time, location, speakers, etc.) will be determined by the ranking communication official in consultation with the CCT. All written or oral statements, including news releases, interviews, news conferences, open memoranda, E-mails or letters to the news media, the University community or the general public, will require the authorization of the CCT and the ranking communication official.
Disseminating information. There are a variety of means of releasing information, whether it is a news release or notification of a news conference. Methods of communication can include direct contact, mass E-mails, recorded messages on the University's newsline, website postings, University switchboard, news media, etc. In the case of a protracted situation, the University should consider a dedicated telephone number (i.e. the campus newsline) that will be updated as information becomes available and the number distributed to the media and other affected constituencies.
Controlling access. In situations where members of the media are likely to come to campus (crime, accident, fire), the CCT will work with WKU Police to control access to the scene and maintain order. The University has a responsibility to maintain the integrity of any crime or accident scene and to assure the privacy of its students, faculty and staff and may limit access to any part of campus during a crisis. A media briefing center, or staging area, will be established and timely updates provided to members of the media at that location.
Determining appropriate documentation. The ranking communication official, with the assistance of the CCT, will determine the appropriate level of documentation warranted by the situation, i.e. photography, videography and audio recording. The Director of Media Relations will be responsible for coordinating the documentation.
Following up. The CCT will meet within 10 days following a crisis situation and review the actions taken to determine effectiveness and efficiency of the response. Information obtained during the critique will be incorporated into semi-annual updates/reviews of the Crisis Communication Plan.
INSTITUTIONAL ADVANCEMENT CONTACTS
Name - Office - Home - Cell
Tom Hiles, VP for Institutional Advancement - (745-6208) - (783-7510) - (791-9897)
Bob Skipper, Media Relations Director - (745-4295) - (529-9958) - (791-7016)
Tommy Newton, Communication Specialist - (745-4295) - (529-2532) - (791-1418)
Jeff Younglove, Special Events Director - (745-2497) - (991-2212) - (991-2212)
Bruce Davis, Web Manager - (745-4295 )
Clinton Lewis, University Photographer -