Written as a classroom assignment, I was given the task of creating a crisis management plan.
The Situation
You handle public relations for a meatpacking company in Chicago. The manager of the slaughterhouse in Kearney, Nebraska, calls at 6:00 p.m. to say that there is a massive fire in one of the barns and that hundreds of cows are dead and two workers are missing. The fire still is burning and firefighters just now arrived at the scene.
Statement Written for News Media and to be Posted Online
At approximately 6:00 p.m. we were notified of a fire burning within one of the barns located on our Kearney, Nebraska property. At this time, we know that many of the livestock have perished and there are two employees unaccounted for. We are appalled by tonight’s incident, and we are committed to finding the cause of the fire. For updates on the current situation, please visit our website or call our offices: http://www.ChicagoCityMeatCo.com | 1-800-433-5782
Actions to be Taken Within 24 Hours
1. Contact the family of the missing employees.
2. Create/manage website and phone hotline for updated information.
3. Periodically post updates on social media platforms.
4. Contact employees and inform them of the events that are taking place.
5. Identify how much livestock was lost in the fire.
6. Inform stakeholders of livestock loss.
7. Set up press conference with national and local press.
*The manager calls at 9:00 p.m. to say that the fire is out and that two human bodies were found in the barn.*
Press Conference Statement to be Read by the Company President
At 9:00 p.m. we received a phone call from our property manager informing us that the fire has been put out. Upon extinguishing the fire, officials have recovered the remains of two human bodies. We are deeply saddened by the horrific events of this evening, and we are determined to find the source of the fire and answers to the many questions we all have. For updates on the current situation, please visit our website or call our offices: http://www.ChicagoCityMeatCo.com | 1-800-433-5782
Expected Questions from the Media
1. Do the bodies recovered at the scene belong to the two missing employees? Who were these employees?
The bodies recovered at the location of the fire were identified as the two missing employees. Mark Harrington and James Randolph were both livestock handlers with our company. These men were enthusiastic and loyal employees and we offer our condolences to their families and loved ones.
2. Where did the fire begin?
The fire began in one of the livestock holding barns located on the north-west corner of the property.
3. What was the cause of the fire?
At this time, we believe the cause of the fire was due to the storm weather. Officials have inspected the barn and believe the barn was struck by lightning.
4. Why were there employees in the barn?
Harrington and Randolph worked the overnight shift. The fire began while they were in the barn doing the nighttime check on the livestock.
5. What is your company doing to prevent another fire from occurring?
We believe that the fire was caused by the storm, but we plan to make renovations to our facilities and take extra precautions in the future. We will be renovating all of our buildings on the property to include less conductive materials and we will be installing lightning rods on every building.
Steps to be Taken in the Coming Days
1. Send out a last statement to national and local news outlets.
2. Draft a final post about the incident for social media, and draft a remembrance post for the anniversary of the incident.
3. Hold a ceremony in honor of the two employees who died in the fire.
4. Inform all employees of the steps the company will be taking to prevent another fire.
5. Modify the existing crisis management plan to include what the company has learned from this crisis.
Haley Bockius 