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CRISIS COMMUNICATION PLAN COM 4460 | DR. WERTZ FALL 2014 ALENA MITCHELL | ELIZABETH MITCHELL BECCA MORROW | KENDRAH NORAH


Crisis%Communications%% Plan%for%MARTA%% (Metropolitan%Atlanta%Rapid%Transit%Au8 thority)%% ___________________________________________________________________________________________% MARTA’s%Crisis%Communication%Plan%for%a%terrorist%attack%by%bombing%% Crisis%Communications%Plan%Team%% Department%of%Communications%% University%of%Kennesaw%% Professor%Dr.%Emma%Wertz%% Written%October%8,%2014% Alena%Mitchell%% Elizabeth%Mitchell%% Kendra%Norah%% Becca%Morrow% Reviewed%October%14,%2014%%

Revised%October%16,%2014%%


Introduction:%MARTA’s%Crisis%Communications%Plan% Why$is$This$Plan$Important?$ Terrorist%threats%have%become%a%serious%concern%in%the%US%over%the%past%Nifteen%years.%MaO jor%US%cities%such%as%New%York,%Los%Angeles,%Boston%and%Washington%D.C.%have%all%experienO ced%terrorist%attacks%within%this%time%frame%(Terrorism%in%the%United%States).%Atlanta%is%one% of%the%largest%cities%in%the%US,%which%can%make%it%a%terrorist%target.%MARTA%should%be%proacO tively%anticipating%a%terrorist%attack%and%should%have%a%plan%in%place%in%order%to%best%be% prepared%for%this%type%of%situation.%This%plan%is%important%because%it%will%allow%MARTA%to% be%ready%to%communicate%to%its%publics%about%a%terrorist%bombing,%should%it%ever%occur.% What$Could$Happen$If$the$Plan$is$Not$Followed?$ If%MARTA%does%not%have%a%communication%plan%in%place%for%this%sort%of%event,%it%could% create%mass%chaos%and%be%detrimental%to%the%safety%of%MARTA%customers,%employees%and% the%general%Atlanta%public.%This%plan%is%designed%to%allow%MARTA%to%communicate%with%the% public%in%order%to%alleviate%ambiguity%surrounding%the%situation%and%assure%that%all%patrons% of%MARTA%can%Nind%safety%during%a%time%of%crisis.%If%this%plan%is%not%followed%as%stated,%MARO TA%may%be%putting%its%publics%in%danger%as%well%as%hurting%the%company’s%reputation%and% future%business.% Has$a$Crisis$ Happened$at$MARTA$Before?$ No,%there%has%never%been%a%bombing%on%a%MARTA%train%before.%However,%the%company%has% dealt%with%a%number%of%bomb%threats.%The%most%recent%being%July%8,%2014%(Shropshire,% 2014).%MARTA%has%handled%these%situations%by%shutting%down%certain%rail%lines%and%staO tions%in%order%to%conduct%a%thorough%search%of%the%areas%before%allowing%normal%activity%to% continue.%This%recent%bomb%threat%could%be%a%warning%sign%that%a%more%serious%incident%is% around%the%corner.% Has$a$Crisis$Happened$to$Similar$Companies?$ Yes,%there%have%been%a%number%of%bombings%on%public%transit%systems%throughout%the% world,%especially%within%the%past%decade.%In%March%2004,%four%commuter%trains%in%Madrid,% Spain%were%attacked%by%10%bombs%during%the%morning%rush%hour.%The%attacks%killed%192% people%and%left%1,400%injured.%This%incident%has%been%cited%as%the%deadliest%attack%in%EuO rope%since%World%War%II%(Sciolino,%2004).%Another%incident%occurred%in%London%in%2005% when%37%people%were%killed%after%a%bomb%explosion%hit%three%subway%trains%and%a%red% doubleOdecker%bus%(Cowell,%2005).%% It%is%evident%there%is%much%concern%over%the%immediate%damage%terrorist%acts%can%cause,% however%it%is%crucial%to%look%at%the%potential%long%term%effects%the%bombings%may%have.%


Many%Atlantans%may%decide%to%take%other%methods%of%transportation,%causing%a%signiNicant% proNit%loss.%For%example,%the%2009%train%bombings%in%Moscow,%Russia%caused%much%of%the% population%to%either%stop%traveling%all%together%or%look%for%alternate%ways%of%transportation.% Many%travelers%were%concerned%the%bombings%were%part%of%a%chain%attack%that%would% continue%for%a%long%period%of%time,%and%a%number%of%Russians%would%only%risk%traveling%for% family%emergencies%(Levy,%2009).% The%threat%of%a%bombing%happening%on%a%MARTA%train%is%a%ver%real%concern%that%should%be% met%with%proactive%planning%and%preventive%actions.%This%crisis%plan%will%be%effective%in% helping%MARTA%keep%its%publics%safe%and%allowing%the%company%to%reach%its%goals.% Cowell,%A.%(2005,%July%7).%After%Coordinated%Bombs,%London%Is%Stunned,%Bloodied%and%Stoic.% % Retrieved%October%12,%2014.% Levy,%C.,%&%Barry,%E.%(2009,%November%28).%25%Killed%In%Bombing%Of%a%Train%In%Russia.%%% % Retrieved%October%12,%2014.% Sciolino,%E.%(2004,%March%11).%Spain%Struggles%to%Absorb%Worst%Terrorist%Attack%in%Its%%% % History.%Retrieved%October%12,%2014.% Shropshire,%T.%(2014,%July%8).%Bomb%Scare%Shuts%Down%MARTA's%Civic%Center%Station.%% % % Retrieved%October%12,%2014.% Terrorism%in%the%United%States.%(n.d.).%Retrieved%October%12,%2014,%from%http://%% % % en.wikipedia.org/wiki/Terrorism_in_the_United_States#2000s%


Acknowledgments% ___________________________________________________________________________________________% By%signing%this%form,%I%agree%that%I%have%read%the%crisis%communication%plan%and%am%fully% prepared%to%implement%it.% General%Manager%and%CEO% _________________________________________% (signature%and%date)%

Assistant%General%Manager%and%CFO% _________________________________________% (signature%and%date)%

Chief%Operating%OfNicer% _________________________________________% (signature%and%date)%

Chief%Administrative%OfNicer% _________________________________________% (signature%and%date)%

Chief%of%Staff% _________________________________________% (signature%and%date)%


Rehearsal%Dates%Schedule% ___________________________________________________________________________________________% Table%Top%Rehearsal:%January%14,%2015%at%10:00%a.m.%–%12:00%p.m.% Reenactment:%June%17,%2015%at%9:00%a.m.%–%1:00%p.m.%


Crisis Plan  Purposes  &  Objectives  

______________________________________________________________________________ Purposes   In  the  event  of  a  bombing  or  terrorist  attack  on  MARTA,  there  must  be  strategic   communication  in  place  to  ensure  that  our  publics  feel  safe  and  that  they  have  been   provided  the  proper  information  in  order  to  feel  reassured  and  knowledgeable  about  the   crisis  and  events.     Objectives     We  will  make  every  effort  to  do  the  following:     1. Initiate  crisis  communication  plan  within  1  hour  of  crisis     2. Contact  important  media  personnel  within  1  hour  of  crisis  to  inform  the  mass  public     3. Keep  all  media  and  our  publics  regularly  informed  of  updated  info     4. Implement  changes  to  avoid  similar  future  crises,  and  resume  business  as  usual    

List of  Key  Publics  

______________________________________________________________________________ Enabling  publics:  These  are  individuals/publics  who  have  the  power  and  authority  to  make   decisions  within  MARTA  and  sometimes,  outside  the  company.  These  groups  will  help  to  make   important,  impactful  decisions  that  will  have  the  most  control  on  the  overall  success  of  the   crisis  communication  plan.  Communication  with  these  enabling  publics  is  a  top  priority.  These   are  listed  in  order  of  top  priority  to  least.     • Board  Members     • Key  Management/Executives     • Communication  Leaders   • Shareholders     • Investors     • Government  OfOicials     Functional  publics:  These  are  the  publics  that  actually  make  MARTA  function  and  work.   They  must  be  communicated  with  in  order  to  successfully  help  MARTA  keep  the  public   informed  and  knowledgeable  and  return  business  to  normal.     • Employees     • Customers   • Consumers   • Suppliers   • Vendors  


Normative publics:  These  are  the  people  who  share  values  with  our  organization,  especially   during  crises.  It  is  essential  to  let  other  organizations  know  our  communication  plan  during  a   crisis  and  share  our  values  as  an  organization.     • Professional  Organizations     • Competitors     Diffused  publics:  These  are  groups  indirectly  linked  to  MARTA  in  a  time  of  crisis.  It  is   important  and  crucial  to  communicate  with  these  publics  as  they  can  help  in  our  overall  goal   throughout  our  crisis  communication  plan.     • Neighboring  businesses     • Media  Personnel    

Methods of  Communication  

______________________________________________________________________________ Public Board  Members

Phone Email

Letter by  Mail

X

X

Shareholders

X

X

Investors

X

X

Key Management   /Executives

Personal News   Visit Release

X

X

X

X

X

X X

Employees

X X

Customers

X

Suppliers

X

Vendors

X

X

X

X X

Competitors

X

Neighboring Businesses  

X

Press

X

Communication Leaders  

Media Personnel  

Social Media

X

Government OfOicials

Professional Organizations  

Meeting

X

X X

X


MARTA Crisis  Communication  Team  &  Directory  

______________________________________________________________________________ Title

Employee

OfKice Phone

Cell Phone

Email

Ryland (404)   Duties:  to  initiate  the  crisis  communication   McLendon   342-­‐700 plan  and  contact  all  other  members  of  the   (Assistant  General   3 crisis  team.  Set  up  initial  meeting  and   Manager,   assign  additional  tasks  as  needed,   Communication  &   including  crisis  message  development  and   External  Affairs)   response  coordination.

(678) 312-­‐828 1

ryanmclendon@its marta.com

Backup Crisis  Communication   Manager  

(404) 342-­‐701 4

(678) 882-­‐247 5

alisajackson@itsma rta.com

Keith Parker     Duties:  to  delegate  all  messages  leaving  the   (CEO  &  General   company  and  be  visible  and  reachable   Manager) during  the  time  of  crisis.

(404) 342-­‐700 2

(404) 210-­‐638 2

keithparker@itsma rta.com

Employee Communication  Liaison    

Rukiya Eaddy     (Chief  of  Staff)

(404) 342-­‐700 6

(678) 662-­‐372 8

rukiyaeaddy@itsma rta.com

Wanda Dunham   (Chief  of  Police)

(404) 342-­‐701 0

(404) 319-­‐954 5

wandadunham@its marta.com

Rich Krisak     (Chief  Operations   OfMicer)

(404) 342-­‐700 8

(770) 312-­‐828 1

richkrisak@itsmart a.com

Crisis Communication  Manager  

Duties: to  assist  the  crisis  communication   manager  at  all  times  and  take  over  the   position  if  at  any  point  the  CCM  becomes   unable  to  assume  his/her  position.  

Alisa Jackson     (Public  Relations   Specialist)

Crisis Control  Room  Coordinator  

Duties: to  relay  information  about  the   crisis  to  and  from  MARTA  employees   including  train/bus  drivers,  maintenance   staff,  and  informational  personnel  in  order   to  keep  employees  safe  during  a  time  of   crisis.

Safety Information  Liaison     Duties:  To  relay  information  about  the   crisis  as  it  develops  to  and  from  MARTA   police  ofMicers  and  Bomb  Assessment  Team   so  that  the  CCM  may  further  communicate   information  to  the  public.

Primary Spokesperson   Duties:  to  be  visible  in  the  media  and   deliver  key  messages  and  information   regarding  the  crisis  to  the  media  and   publics.  Answer  all  questions  that  are  able   to  be  answered  openly  and  honestly.


Secondary Spokesperson  

Lyle Harris     (External  Affairs   Coordinator)

(404) 342-­‐702 2

(678) 565-­‐803 1

lyleharris@itsmarta .com

Frank Hammond   (Bomb   Assessment  Team   Advisor)

(404) 342-­‐704 6

(770) 519-­‐997 2

frankhammond@its marta.com

Jake Danberry   (Communication   Department   Assistant)

(404) 342-­‐703 4

(770) 782-­‐621 1

jakedanberry@itsm arta.com

Elizabeth O’Neill   (404)   Duties:  to  advise  the  MARTA  crisis   (Assistant  General   342-­‐705 communication  team  on  all  legal  matters   Manager,  Legal   4 surrounding  the  crisis,  so  as  to  avoid  any  ill   Services) informed  decisions  that  could  further   damage  the  company  and  its  public’s   safety.  

(404) 924-­‐634 6

elizabethoneill@its marta.com

Duties: to  assist  and  prepare  the  Primary   Spokesperson  before  going  in  front  of  the   media  and  to  take  over  for  the  Primary   Spokesperson  if  at  any  point  he/she   becomes  unable  to  assume  the  position.  

Expert Duties:  to  inform  and  assist  the   communication  team  in  all  subject  matter   concerning  the  crisis  so  that  key  messages   may  be  created  in  an  informed  manner  so   as  to  communicate  with  the  public  in  a   clear  manner  and  to  alleviate  ambiguity   surrounding  the  crisis.

TV/Radio Media  Contact  Person   Duties:  to  inform  the  media  of  the  crisis   and  set  up  an  initial  press  conference   within  3  hours  of  the  crisis  occurring.

Legal Advisor  

Media Spokesperson  

______________________________________________________________________________ Primary  Spokesperson:  Chief  Operations  OfOicer     Rich  Krisak   OfOice  Phone:  (404)  342-­‐7008   Cell  Phone:  (770)  312-­‐8281   Email:  richkrisak@itsmarta.com   Secondary  Spokesperson:  External  Affairs  Coordinator   Lyle  Harris   OfOice  Phone:  (404)  342-­‐7022   Cell  Phone:  (678)  565-­‐8031   Email:  lyleharris@itsmarta.com  


Who and  Why:   Primary  Spokesperson:  The  Chief  Operations  OfMicer  is  in  charge  of  the  planning,  design,   construction,  and  operation  of  rail  and  bus  transit  systems.  The  operations  ofMicer  ensures  that   bus  and  rail  systems  meet  safety  standards  required  by  law.  In  addition  to  this,  the  Chief   Operations  OfMicer  oversees  transit  safety  for  bus  and  rail  operations.  Since  the  operations   ofMicer  is  well  acquainted  with  all  safety  and  emergency  procedures,  he  was  chosen  as  the   primary  spokesperson  in  the  event  of  a  crisis.   Secondary  Spokesperson:  The  External  Affairs  Coordinator  has  experience  in  handling  and   setting  up  meetings  with  key  publics  outside  of  MARTA.  The  External  Affairs  Coordinator   already  has  a  relationship  with  a  variety  of  media  representatives,  and  is  knowledgeable  on   how  to  deal  with  the  media.  Because  of  the  experience,  the  person  in  this  position  is  the  best   candidate  to  prepare  the  primary  spokesperson,  and  set  up  interviews  with  the  media.  If  the   primary  spokesperson  is  unavailable,  the  External  Affairs  Coordinator  is  the  best  option   because  of  the  experience  with  the  media.   Spokesperson  Description:     The  role  of  the  spokesperson  is  to  maintain  a  strong  communicative  relationship  within   and  outside  MARTA.  The  primary  and  secondary  spokespersons  set  up  all  communication   with  outside  publics.  The  spokesperson  upholds  a  positive  reputation  for  MARTA  by  being   honest,  sincere,  and  easily  accessible  to  the  media.  In  the  event  of  a  planned  attack,  the   spokesperson  is  the  main  contact  for  international  and  local  media.   Spokesperson  Responsibilities:     • The  spokesperson  must  be  clearly  visible  and  easily  accessible  to  the  media.   • The  spokesperson  must  be  the  main  point  of  contact  for  the  media.   • The  spokesperson  must  deliver  key  messages  to  the  media.   • The  spokesperson  must  be  calm,  rational,  and  sincere  when  speaking  with  outside   contacts.   • If  multiple  spokespersons  are  used,  they  must  both  be  delivering  the  same  messages.   Interview  Tips:   • Focus  on  two  or  three  key  points  you  are  trying  to  get  across  to  the  media.   • Always  be  honest,  polite,  and  sincere.   • Only  share  veriOied  information;  do  not  talk  about  speculated  information.   • Avoid  “no  comment.”   • Practice  ahead  of  time.   • Answer  the  Oive  W’s  and  H:  who,  what,  where,when,  why,  and  how.   • Be  knowledgable  of  any  outside  information  that  may  affect  the  crisis.   • Speak  clearly  and  conOidently;  avoid  speaking  quickly  and  maintain  eye  contact  with   reporters.  


• Do not  try  to  overly  reassure  the  media;  do  not  say  “We  have  everything  under   control”  or  “There’s  nothing  to  worry  about.”  

Trick Questions:   Often  times,  reporters  will  try  create  a  negative  situation  by  using  trick  questions.  The   following  are  examples  of  various  types.   1.)  Leading  questions:   • “You  do  agree  that  MARTA  was  not  properly  prepared  for  this  attack,  right?”   2.)  False  questions:   • “There  were  no  MARTA  police  ofOicers  in  the  area,  correct?”   3.)  Accusatory  questions  meant  to  blame  someone:   • “Who  was  the  one  in  charge  of  preventing  this  from  happening?”   4.)  Naive  questions:   • “Does  MARTA  only  have  a  bus  transit  system?”   • “How  do  people  access  MARTA  passes?”   5.)  Speculative  questions  that  typically  being  with  if:   • “If  the  bombing  was  part  of  a  chain  of  attacks,  when  do  you  expect  the  next  one  to   occur?”   • “If  there  had  been  more  MARTA  police  ofOicers  on  duty,  how  many  lives  could  have   been  saved?”   6.)  Loaded  questions:   • “Isn’t  it  true  that  police  ofOicers  had  spotted  a  suspicious  backpack,  but  failed  to  do   anything  about  it?”   • “Isn’t  it  true  that  MARTA  was  not  at  all  prepared  for  this  kind  of  crisis?”   7.)  Labeling  questions:   • “Do  you  agree  that  the  overall  work  environment  of  MARTA  is  ‘unprofessional’?   8.)  Friendly  questions:   • “Hey  man,  off  the  record,  who  do  you  think  could  have  prevented  this  from   happening?”   9.)  Multiple  part  questions  designed  to  confuse  the  spokesperson:   • “Who  is  in  charge  of  making  sure  the  transit  systems  meet  the  safety  requirements,   and  did  they  pass  this  year?  If  they  did,  then  why  did  the  trains  have  such  a  great   amount  of  damage?”  


10.) Silence-­‐this  can  be  used  as  an  attempt  for  the  spokesperson  to  say  more  than  what    he   was  originally  supposed  to  say.   11.)  Goodbye  questions-­‐Reporters  will  use  this  to  catch  you  when  your  guard  is  down.   • “Goodbye.  Oh,  I  almost  forgot  to  ask  you,  how  could  you  have  better  prepared  for  this   crisis?”  

Emergency Personnel  List  

______________________________________________________________________________ Atlanta  Police  Department                                                                                                        Marta   Chief  George  N.  Turner                                                                                                                              2424  Piedmont  Rd  NE   404-­‐614-­‐7650                                                                                                                                                              Atlanta,  Ga  30324   404-­‐546-­‐7237  (Media  Relations)                                                                                        404-­‐848-­‐3982  (Media:  Lyle  Harris)   226  Peachtree  St  SW   Atlanta,  Ga  30303   Fulton  County  Fire  Department   Fire  Chief  Kelvin  J.  Cochran   404-­‐546-­‐7130   3977  Aviation  Circle  SW   Atlanta,  Ga  30336   Grady  Memorial  Hospital   404-­‐616-­‐1000   404-­‐616-­‐4360  (Media  Relations)   80  Jesse  Hill  Jr  Dr  SE   Atlanta,  Ga  30303   Piedmont  Hospital   404-­‐605-­‐5000   678-­‐842-­‐6101  (Media  Relations)   1968  Peachtree  Rd  NE   Atlanta,  Ga  30309  


Equipment and  Supplies  for  Crisis  Control  Room  

______________________________________________________________________________ •

Televisions (4)  

Dry Erase  Markers  

Computers

Contact lists  

iPads

Media Directories  

Printers

Press Kits  

Fax Machine  

Crises Plans  

Scanner

Clip Boards  

Cell phones  

Map of  all  Marta  Stations  

Chargers for  phones  and  iPads  

Pens

Map of  areas  surrounding  each   Marta  Station  

Pencils

Batter Powered  Radio  (2)  

Type Writer  

Cameras and  Film  

Sharpies

Walkie-­‐Talkies

Bulletin Boards  

Police Radio  

Push Pins  

Note Pads  

Stapler  

Highlighters

Staples

Water

Flip Charts  

Non-­‐perishable food  

Dry Erase  Board  

Train Schedule  for  all  routes      


Pre-­Gathered Information  

___________________________________________________________________________________ Fact  Sheet
 What  is  a  bomb?   A  container  ,illed  with  explosive,  incendiary  material,  smoke,  gas,  or  other   destructive  substance,  designed  to  explode  on  impact  or  when  detonated  by  a  time   mechanism,  remote-­‐control  device,  or  lit  fuse.   What  types  of  bombs  are  there?   • M-­80   o Average  Size:  5/8”  diameter,  1  ½”  long.   o Average  Load:  approximately  3  grams  explosive  mixture.   o Risk  Factor:  Damage  to  ,inger,  hands,  eyes.   • M-­100,  Silver  Salute   o Average  Size:  1”  diameter,  2  ½”  long.   o Average  Load:  approximately  9  grams  explosive  mixture.   o Risk  Factor:  Severe  damage  to  face,  arms,  and  body.   • M-­250   o Average  Size:  1”  diameter,  3”  long.   o Average  Load:  approximately  13  grams  explosive  mixture.   o Risk  Factor:  Severe  crippling,  dis,iguring  injuries.   • M-­1000,  Quarter  Stick   o Average  Size:  1”  diameter,  6”  long.   o Average  Load:  approximately  25-­‐30  grams  explosive  mixture.   o Risk  Factor:  Extremely  severe  injuries  to  body,  has  caused  death.     How  many  bombing  incidents  have  happened  in  the  past  year?   • 2013   o Number  of  incidents:  5,909   o Number  of  injuries:  390  (Number  elevated  due  to  Boston  Marathon   Bombing)   o Number  of  fatalities:  31   What  role  does  the  U.S.  Department  of  Transportation  (DOT)  play  in  regulating   explosives  under  speciYic  conditions?   DOT  has  jurisdiction  over  hazardous  materials  (including  explosives)  while  they  are   in  transit  whether  by  rail,  water,  motor  carrier,  air,  or  other  conventional  means.    


Fill-­In-­The-­Blank News  Release   For  Immediate  Release     Date:  ______________   Contact:  ______________     Terrorist  Bombs  MARTA  Station     ATLANTA,  GA-­‐  At  ____  (time)  on  _____  (date  or  day),  a  person  unknown  at  the  moment   detonated  an  explosive  bomb  on  board  a  MARTA  train.  The  bomb  killed  ______  people   and  injured  ____.  Those  injured  are  being  transported  to  _______  (hospital  near-­‐by).   MARTA  is  concerned  and  hopes  the  patients  have  speedy  recoveries.    

It is  unknown  at  this  time  how  he/she  made  it  on  board  with  the  bomb.  “We  are  very   upset  that  this  has  happened  and  we  are  extremely  concerned  with  the  victims  and   their  families,”  said  _______  (MARTA’s  owner  and  president  or  spokesperson).    

The Atlanta  Police  Department  is  currently  investigating  to  ,ind  out  the  person   responsible  and  their  motives.  There  have  been  no  other  reported  cases  of  terrorist   attacks  on  MARTA.  The  police  department  will  be  working  with  MARTA  to   thoroughly  investigate  the  situation  and  notify  the  public  with  any  new  information.     ###  


Glossary of  Related  Terms:   ● MARTA:  Stands  for  Metropolitan  Atlanta  Rapid  Transit  Authority.     ● Bomb  device:  A  container  ,illed  with  explosive,  incendiary  material,  smoke,  gas,   or  other  destructive  substance,  designed  to  explode  on  impact  or  when   detonated  by  a  time  mechanism,  remote-­‐control  device,  or  lit  fuse.   ● Bomb  Assessment  Team:  A  division  of  MARTA  Police  that  when  activated  is   responsible  for  checking  the  site  for  unconsumed  explosives  or  secondary   devices,  supervising  evidence  recovery  in  accordance  to  evidence  collection   procedures,  and  assisting  in  the  evaluation  of  evacuation  procedures,  area  and   perimeter  security,  the  availability  of  emergency  services  and  coordination  with   the  incident  commander.   ● Bomb  threat:  If  a  bomb  threat  is  issued,  it  means  that  there  is  a  suspected,  but   not  con,irmed,  bombing  device  in  the  area.     ● Bombing:  If  a  bombing  has  occurred,  that  means  that  a  bomb  device  has  been   detonated.   ● Red  Line:  The  Red  Line  is  a  MARTA  train  line  that  runs  from  North  Springs   station  to  Airport  station.  The  other  stations  on  the  Red  Line  listed  from  north  to   south  include:  Sandy  Springs,  Dunwoody,  Medical  Center,  Buckhead,  Lindbergh,   Arts  Center,  Midtown,  North  Avenue,  Civic  Center,  Peachtree  Center,  Five  Points,   Garnett,  West  End,  Oakland  City,  Lakewood,  East  Point,  and  College  Park.   ● Gold  Line:  The  Gold  Line  is  a  MARTA  train  line  that  runs  from  Doraville  station  to   Airport  station.  The  other  stations  on  the  Gold  Line  listed  from  north  to  south   include:  Chamblee,  Brookhaven/Oglethorpe,  Lenox,  Lindbergh,  Arts  Center,   Midtown,  North  Avenue,  Civic  Center,  Peachtree  Center,  Five  Points,  Garnett,  West   End,  Oakland  City,  Lakewood,  East  Point,  and  College  Park.   ● Blue  Line:  The  Blue  Line  is  a  MARTA  train  line  that  runs  from  Holmes  station  to   Indian  Creek  station.  The  other  stations  on  the  Blue  Line  listed  from  west  to  east   include:  West  Lake,  Ashby,  Vine  City,  Dome/GWCC/CNN/Phillips,  Five  Points,   Georgia  State,  King  Memorial,  Inman  Park,  Edgewood/Candler  Park,  East  Lake,   Decatur,  Avondale  and  Kensington.   ● Green  Line:  The  Green  Line  is  a  MARTA  train  line  that  runs  from  Bankhead   station  to  Edgewood/Candler  Park  station.  The  other  stations  on  the  Green  Line   listed  from  west  to  east  include:  Ashby,  Vine  City,  Dome/GWCC/CNN/Phillips,   Five  Points,  Georgia  State,  King  Memorial,  and  Inman  Park.


Internet Sources   URLS  for  Bombings   http://www.bombsecurity.com/typerisk.html   • Guide  for  bomb  related  risks   • Learn  about  introductory  bomb  information   • Categories  of  bombs   • Countermeasures  against  bombs   http://www.publicsafety.upenn.edu/pennready/procedures/bomb-­‐threats/   • Bomb  threat  information  examples  for  the  future   • Bomb  threat  procedures   • Suspicious  package  protocol   http://www.macmillandictionary.com/us/thesaurus-­‐category/british/Types-­‐of-­‐ bomb-­‐explosive-­‐or-­‐missile   • Various  terms  related  with  bombs  and  explosives   • Types  of  bombs  associated  with  acts  of  terrorism   • Information  about  military  grade  bombs  versus  illegally  made  bombs

Key Messages ___________________________________________________________________________________   Terrorist  Attack  (Bombing)     In  the  event  of  a  bombing,  MARTA’s  ,irst  priority  is  the  safety  of  our  customers.   Informing  the  public  of  the  crisis  with  as  much  information  available  is  the  ,irst   order  of  business.  It  is  of  upmost  importance  we  communicate  with  the  public   where  the  bomb  took  place,  how  many  were  injured  or  killed,  what  exactly  took   place,  who  is  responsible,  why  it  happened,  and  at  what  time.  We  must  ,ind  this   information  and  release  it  to  the  public  if  we  are  unsure.     We  will  also  reinstate  consistently  and  emphatically  that  we  are  extremely   concerned  for  the  public’s  safety  and  that  our  primary  concern  is  for  those  affected   by  the  crisis.  We  will  reiterate  how  MARTA  is  going  to  be  careful,  cautious,  and  better   prepared  in  the  future  to  prevent  crises  such  as  this  one  from  occurring  again.  We   will  emphasize  our  steps  being  taken  to  recover  and  include  the  public  in  this   recovery  process.     The  following  key  messages  should  be  stressed  to  the  ‘Enabling  Publics’  in  the  order   indicated:     1. MARTA  is  deeply  affected  by  this  crisis.  We  are  an  integral  part  of  the   community,  the  economy  and  the  transportation  system  in  the  region.    


2. Part of  our  vision  and  mission  is  to  be  a  safe,  secure,  and  reliable  public   transportation  system.     3. We  strive  to  have  a  positive  image  in  the  community  that  the  public   understands,  respects  and  supports.     4. We  will  do  our  best  to  focus  on  the  customers  affected  and  their  families.  We   will  return  business  to  normal  once  all  precautions  have  been  taken.  Our   hope  is  to  use  this  as  an  opportunity  to  make  our  transportation  system  more   secure  in  the  future,  which  will  in  turn  make  our  customers  feel  safer.     The  following  key  messages  should  be  stressed  to  the  ‘Functional  Publics’  in  the   order  indicated:     1. MARTA’s  biggest  concern  is  for  those  affected  by  the  crisis.     2. We  are  very  sorry  for  what  happened.     3. We  don’t  know  yet  who  is  responsible,  but  we  will  do  everything  in  our   power  to  ,ind  out  and  we  will  let  you  know  as  soon  as  possible.     The  following  key  messages  should  be  stressed  to  the  ‘Normative  Publics’  in  the   order  indicated:     1. We  take  this  crisis  very  seriously.     2. We  are  taking  control  of  the  situation  and  as  soon  as  we  have  any   information,  we  will  update  you.     The  following  key  messages  should  be  stressed  to  the  ‘Diffused  Publics’  in  the  order   indicated:     1. We  are  extremely  concerned  for  those  affected.     2. Our  biggest  priority  is  the  safety  of  our  customers.     3. We  are  taking  control  of  the  situation  and  are  doing  everything  we  can  to  ,ind   out  what  happened  and  who  is  responsible.     4. As  soon  as  we  ,ind  out  more  information,  we  will  update  you.    


Dissemination of  Key  Publics ___________________________________________________________________________________   Media  Contacts  

Television

WSB-TV 2 Atlanta 1601 West Peachtree Street NE Atlanta, Georgia 30309 WXIA-TV/11 Alive One Monroe Place NE, Atlanta, Ga., 30324 Fox 5 Atlanta 1551 Briarcliff Road NE, Atlanta, GA 30306 CBS 46 Atlanta 425 14th Street NW, Atlanta, Ga. 30318 Univision 34 Atlanta 3350 Peachtree Road, Suite 1250, Atlanta, GA 30326

Radio News 95.5 FM AM 750 WSB 1601 West Peachtree Street, Atlanta, GA 30309 News Radio 106.7 FM 780 Johnson Ferry Road NE, 5th Floor Atlanta, GA 30342

Newspaper Atlanta Journal Constitution 223 Perimeter Center Pkwy, Atlanta, GA 30346


Website Update ___________________________________________________________________________________   The  MARTA  Police  Department  can  con,irm  that  emergency  responders  at   H.E.  Holmes  transit  station  are  assisting  with  an  evacuation  and  medical  attention   after  a  North  Bound  train    was  bombed  at  8  am.  The  Atlanta  Bomb  Squad,  GBI,  and   Atlanta  Police  are  all  on  location  along  with  the  MARTA  Police  Department.  It  is  not   certain  as  of  yet  if  there  are  any  injuries  or  fatalities  resulting  from  the  bombing.  Our   number  one  goal  is  to  insure  that  those  present  during  the  bombing  are  safe  and   being  assisted  by  ,irst  responders.  We  are  also  assisting  law  enforcement  in   searching  for  those  who  are  responsible  for  this  attack.  We  are  gathering  details  and   will  post  a  statement  and  further  details  as  they  become  available.   The  MARTA  Police  Department  requests  that  anyone  with  any  information   about  the  bombing  contact  404-­‐848-­‐4584.     Photos:  MARTA  logo   Links:  www.itsmarta.com/Press-­‐Releases.aspx   Dear  Webmaster,       Please  add  this  statement  to  the  homepage  of  the  MARTA  website   (www.itsmarta.com)  and  also  in  the  Press  Releases  section  under  “2014  Releases”.   The  images  that  will  accompany  the  statement  should  be  a  simple  logo  of  the   company.  Please  do  not  include  any  pictures  of  MARTA  buses,  trains,  shuttles,   stations,  stops,  employees,  or  victims  that  may  be  involved.  The  font  should  be  in   black  ink  and  in  Times  New  Roman  or  Calibri  with  12-­‐14  inch  font.  Before  you  post   the  ,inal  draft  of  the  document  on  the  website,  please  email  it  to  me  at   knorah@marta.com  and  call  me  at  404-­‐123-­‐4567  to  con,irm  that  I  have  received   and  approved  it.               Best  Regards,               Kendra  Norah               MARTA  Online  Management  

Blog Responses   ________________________________________________________________________________________________   Early  Crisis:   I  would  like  to  take  a  minute  to  extend  my  deepest  condolences  to  the  families  of  the   victims  of  the  train  bombing  that  occurred  on  ____.  This  event  is  both  tragic  and   alarming.  At  MARTA,  we  take  our  patrons’  safety  very  seriously.  It  is  our  primary   goal  to  uphold  the  trust  of  our  loyal  customers,  and  we  failed  at  that  today.  We  are   working  to  uncover  how  this  incident  was  allowed  to  happen  and  will  be  making   adjustments  to  our  future  safety  protocol.  We  would  like  to  extend  any  help  to  the   families  and  victims  that  were  affected  by  this  unfortunate  event,  and  our  contact   information  may  be  found  below.  As  we  move  forward,  we  will  strive  to  keep  you  up  


to date  on  how  this  situation  is  developing.
 
 Keith  Parker,  MARTA  General  Manager   Mid-­‐Crisis:   There  has  been  a  development  in  the  cause  of  the  train  bombing  that  occurred  on   ____.  We  would  like  to  inform  you  that  after  reviewing  safety  tapes,  our  team  of   investigators  was  able  to  determine  that  there  was  a  breach  in  security  at  the  ___   station,  which  cause  MARTA  train  ___    to  have  a  bomb  device  aboard.  This  ultimately   led  to  the  detonation  of  that  device  and  the  devastation  that  followed.  The  person   behind  the  attack  is  being  pursued  by  the  Atlanta  Police  Department  and  we  have   high  hopes  that  this  person  will  be  found.  If  you  have  any  information  related  to  this   person,  please  contact  the  APD  at  ____.
 
 Keith  Parker,  MARTA  General  Manager   Post-­‐Crisis:   We  would  like  to  thank  our  loyal  customers  for  their  patience  and  support  while  we   have  been  investigating  this  serious  incident.  The  perpetrator  behind  the  attack  has   been  found  and  is  in  custody.  We  are  in  the  process  of  planning  an  upgrade  to  our   gate  security  systems  at  all  MARTA  stations.  These  changes  should  be  implemented   by  ___.  We  at  MARTA  realize  that  we  must  make  safety  a  top  priority  in  order  to   ensure  that  our  customers  arrive  to  their  destinations  unharmed  and  without  worry.   We  are  taking  this  attack  as  an  opportunity  to  change  our  safety  procedures  in  hopes   that  it  will  deter  any  future  attacks.
 
 Keith  Parker,  MARTA  General  Manager  

Evaluation of  Plan  Effectiveness  After  the  Crisis  

________________________________________________________________________________________________ After  the  crisis,  the  following  steps  will  be  provided  to  guarantee  that  MARTA  is   better  prepared  for  the  future.  This  evaluation  of  the  crisis  plan  will  consider  which   of  the  steps  went  right  and  which  of  them  had  errors.  It’s  very  important  to  assess   the  communication  crisis  plan  shortly  after  the  crisis  so  that  the  management  team   can  directly  pin  point  speci,ic  errors  and  make  adjustments  for  the  future.  By   reviewing  all  objectives,  the  crisis  management  team  can  determine  whether  all   goals  have  been  met.  


• Initiate crisis  communication  plan  within  1  hour  of  crisis-­‐  Did  the  crisis   management  team  effectively  initiate  the  plan  within  the  designated  time  frame?  If   the  team  did  not  initiate  the  plan  in  the  time  allotted,  what  was  the  cause  for  delay?   How  can  the  delay  be  prevented  from  happening  in  the  future?   • Contact  important  media  personnel  within  1  hour  of  crisis  to  inform  the  mass   public-­‐  Were  media  personnel  from  different  channels  of  communications  such  as   radio,  local  news,  and  national  news  contacted?  Was  suf,icient  information   provided  to  the  media  (i.e.  who,  what,  when)  when  the  crisis  occurred?     •  Keep  all  media  and  our  publics  regularly  informed  of  updated  info-­‐Were  key   publics                              regularly  informed  when  further  information  was  con,irmed?  Were   press  conferences  held  with  the  designated  spokespersons?     • Implement  changes  to  avoid  similar  future  crises,  and  resume  business  as  usual-­‐   Were  a  variety  of  changes  implemented  to  promote  a  safer  and  better  public   transportation  system?  During  the  crisis,  did  business  resume  as  usual  for   unaffected  publics?  Shortly  after  the  crisis,  did  management  team  members   promote  use  of  MARTA  to  ensure  routine  travel?  

Crisis Communication Plan | MARTA  

This plan was created as part of a class assignment for Crisis Communication at Kennesaw State University.

Crisis Communication Plan | MARTA  

This plan was created as part of a class assignment for Crisis Communication at Kennesaw State University.

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