Louisiana High School Athletic Association Crisis Communication Plan December 2013

Aaron Caffarel l Megan Fambrough l Khristen Jones

ACKNOWLEDGEMENTS
By signing this statement, I verify I have read this crisis plan, and I am prepared to utilize it should these crises occur.

Executive Director of the LHSAA ___________________________________ (Signature and date)

Assistant Executive Director of the LHSAA ___________________________________ (Signature and date)

Assistant Executive Director of the LHSAA ___________________________________ (Signature and date)

Assistant Executive Director of the LHSAA ___________________________________ (Signature and date)

LHSAA Executive Committee President ___________________________________ (Signature and date)

LHSAA Communications Consultant ___________________________________ (Signature and date)

TABLE OF CONTENTS
BACKGROUND INFORMATION INTRODUCTION PURPOSE & OBJECTIVES KEY PUBLICS CRISIS TEAM CRISIS DIRECTORY EQUIPMENT & SUPPLIES POSSIBLE LHSAA CRISES CRISIS ONE: NATURAL DISASTERS CRISIS TWO: LEGAL FILINGS/INJUNCTIONS APPENDIX A: EXECUTIVE BIOGRAPHIES APPENDIX B: SPOKESPERSON INTERVIEW TECHNIQUES & TIPS APPENDIX C: KEY MEDIA CONTACT INFORMATION APPENDIX D: SPOKESPERSONS FOR RELATED ORGANIZATIONS APPENDIX E: RELATED WEBSITES APPENDIX F: POST-CRISIS EVALUATION FORM REFERENCES 4 6 7 8 10 12 13 14 16 22 28 29 30 32 32 33 33

BACKGROUND INFORMATION
History According the Louisiana High School Athletic Association (LHSAA) website, a group of high school principals met in Baton Rouge, La. in October 1920 to discuss ways to better regulate and develop high school athletic programs in the state. This meeting led to the formation of the Louisiana High School Athletic Association (LHSAA). On the last day of the conference, a constitution was presented to the group which was adopted it almost entirely, and the LHSAA was created. Membership in the association included the approved high schools of the state. In October 2007, Kenny Henderson was selected to serve as the commissioner, now referred to as the executive director. Henderson still serves as the executive director today. Three assistant executive directors serve under Henderson, including B.J. Guzzardo, Keith Alexander, and Ronda Richardson. The LHSAAs Executive Committee serves as the board of directors for the association. The LHSAA is a private, non-profit corporation. The LHSAA is also a member in good standing of the National Federation of State High School Associations (NFHS), and all rules of the NFHS and the LHSAA must be observed by all member schools. Member schools pay membership dues annually to the association, and in all matters pertaining to the athletic affairs of a school, the principal of that school is the primary representative to the LHSAA. As a part of the LHSAA constitution, the associations primary operating headquarters should be located in East Baton Rouge Parish. In January 2008, the LHSAAs Executive Committee authorized Executive Director Henderson to build a new office building for the association. Land was purchased on Old Hammond Highway in Baton Rouge in May 2009. The building was completed that year, and the staff moved into its permanent home in January 2010.

Goals The association currently administers 27 championship sports programs, including 14 for boys and 13 for girls. Member schools now total 389 and the association certifies the eligibility of approximately 90,000 student-athletes annually. The association strives to instill a sense of sportsmanship in all levels of high school athletics from the member school principals, athletic directors and coaches to the student-athletes to the fans and the boosters. It also works to provide a safe and fair playing environment for all LHSAA-sanctioned sporting events by working with the member schools, the officials and local law enforcement.

LHSAA Purpose According to the LHSAA Handbook (2013), the association is organized exclusively for charitable, religious, educational, and scientific purposes, including for such purposes as the making of distributions to organizations that qualify as exempt organizations under section 501(c)(3) of the Internal Revenue Code, or the corresponding section of any future federal tax code, and including the following: 1. To promote, regulate, and direct the interscholastic athletic activities of Louisiana high schools that are members of the association. 2. To assist, advise, and aid schools in organizing and conducting interscholastic sports . 3. To protect members of the association by preparing and enforcing eligibility rules that will equalize and stimulate wholesome competition. 4. To prevent the exploitation of member schools programs by special interest groups. 5. To preserve the game for the boys and girls and not sacrifice the boys and girls to the game. 6. To promote the spirit of sportsmanship and fair play in all athletic contests. 7. Any other activity, which is legal for a 501(c)(3) organization to do. Additionally, the association is interested first and foremost in the welfare of every studentathlete participating in its athletic contests.

Strengths and Weaknesses Like every organization, the LHSAA has its own share of strengths and weaknesses. Through both interviews and personal experience of working for the association, we have identified the following strengths and weaknesses: Strengths The LHSAA is a well-known organization and is the primary governing body for high school athletics in the state of Louisiana. There are no competitors to the association; therefore,.it essentially maintains a monopoly on the governance of high school athletics. Weaknesses The LHSAA struggles with communication efforts to its key publics. The association does little to actively seek feedback from member schools. Theres only one part-time communications person on staff, and several communications efforts to key publics are handled by the executive assistant to the executive director. Communication efforts are not streamlined and specifically defined by the individual responsible for communicating specific messages through various media.

INTRODUCTION
What is a crisis? Fearn-Banks (2010) defines a crisis as a major occurrence with a potentially negative outcome affecting the organization, company or industry, as well as its publics, products, services, or good name. A crisis interrupts normal business transactions and can sometimes threaten the existence of the organization (p. 2). For the LHSAA, this could mean any negative situation that would both affect the reputation of the association and its economic standing, which could lead to economic issues or the dissolution of the association itself. Doorley and Garcia (2011) also note that one of the goals of crisis communication is to influence the way key stakeholders think and feel, and what those stakeholders know and do. To do so requires controlling the communication agenda, and not allowing the media, adversaries, or the rumor mill define a company situation (p. 317). Currently the LHSAA has no cohesive communication plan in place with proactive or reactive strategies to handle crises that may occur during sports seasons that could negatively affect the associations reputation or financial well -being. A strong communication plan will help cultivate positive feelings among stakeholders and lessen negative reactions that could result from stakeholders in the wake of crises affecting the association.

What are the benefits of using this plan? By utilizing this crisis plan, the LHSAA can hope to maintain both their reputation and their economic well-being should the functions of the association be interrupted, including the interscholastic championship events that it governs. According to Doorley and Garcia (2011), Whether a company survives a crisis with its reputation, operations, and financial condition intact is determined less by the severity of the crisis--the underlying event--than by the timeliness and quality of its response to the crisis (p. 307). This plan should ensure that responses to potential crises are streamlined and timely. Additionally, Doorley and Garcia (2011) note that, there is a first-mover advantage in crisis response: whoever defines the crisis, the organizations motives, and its actions first, tends to win (p. 312). Getting out in front of a crisis early can ensure that a negative shadow is not cas t over an organization that governs high school athletics, something that should be a positive force in the state.

What could happen if this plan is not followed? If a crisis occurs prior to any interscholastic athletic event that the association holds that could prevent or delay such an event from occurring, the association could stand to lose the funds it earns from these events. Such crises could also affect the operation of the association and damage its reputation and image among its member schools and principals around the state. Schools can choose to withdraw as members of the association, which could cause a further loss of funds and reputation damage, potentially resulting in the association ceasing to exist.

What will this plan entail? This plan will not only outline strategies for disseminating information internally and externally should crises threaten the association or its championship events, but will also provide a plan for alternative solutions should any events be prevented or postponed due to crises. Unified message strategies to deal with each crisis will help maintain the reputation of the LHSAA as an association dedicated first and foremost to the welfare of its student-athletes. This plan also includes a specific breakdown of all the LHSAA stakeholders and who on the crisis team is responsible for communicating particular messages through specific media outlets. This should help address the problem the LHSAA has with quickly and efficiently communicating important messages.

PURPOSE & OBJECTIVES

Purpose for this Plan This plan will provide streamlined and well-defined strategies prior to dealing with crises that could affect championship events, as well as a detailed media plan for maintaining quick, open communication with all publics. Objectives of this Plan
1. Ensure communication of accurate information in a timely manner 2. Keep the association from suffering significant financial losses

3. Help the association maintain its image of prioritizing the welfare of its student-athletes above all else.

KEY PUBLICS
Internal Key Publics The LHSAA has two internal key publics: the LHSAA employees and the LHSAA Executive Committee. Notifying these two key publics during a crisis would be of the utmost importance as the employees and executive committee can be the organizations biggest advocates during a crisis.

Notifying Key Publics The following chart displays exactly which LHSAA staff members would handle each method of communication for each internal key public.

Internal Publics
LHSAA Employees LHSAA Executive Committee

Phone
Henderson

Email
Henderson

Meetings
Henderson Henderson & Guice Henderson & Guice

Guice

Guice

Legal Counsel

Henderson

Henderson

External Key Publics The LHSAA has five primary external key publics: Member Principals Student Athletes Statewide Media Championship Venues General Public

Communicating with all five of these key publics during a crisis is critical for disseminating LHSAAs message and effectively moving past the crisis situation. Notifying Key Publics Similar to the chart on the previous page, the following chart displays exactly which LHSAA staff members would handle each method of communication for each external key public.

External Publics
Member Principals

Phone
Richardson & Alexander

Email
Richardson & Alexander

Press Release

Website

Social Meetings Media

Trimble

Trimble

Student Athletes Statewide Media Championship Venues General Public

Richardson & Alexander

Richardson & Alexander Trimble Trimble

Trimble

Trimble

Trimble

Trimble Henderson & Guzzardo

Guzzardo

Guzzardo

Trimble

Trimble

Trimble

CRISIS TEAM
The following is a list of all members of the crisis team and their role and primary responsibility during a crisis. Kenny Henderson Executive Director of LHSAA Team Role: Media Spokesperson Primary spokesperson for the association Handle all public statements that should be made to the media and other external publics Give final approval of all statements and press releases before being disseminated Make final decisions regarding the change of venue for any championship event Ensure portions of crisis plan are implemented by the appropriate crisis team members Notify LHSAA employees of crises

Todd Guice Executive Committee President, Principal of Ouachita Parish High School Team Role: LHSAA Executive Committee Liaison Act as backup to the Executive Director when communicating with the media and making statements Primary point of contact for notifying the Executive Committee on crises Call special meetings when necessary for the board to convene

B.J. Guzzardo Assistant Executive Director of LHSAA Team Role: Championship Events Coordinator Event director for state football championships Communicate and coordinate with championship venues on time and date changes and prospective venues in the circumstance that championship events must be moved

Keith Alexander Assistant Executive Director of LHSAA Team Role: Liaison to Member Schools Primarily responsible for notifying member school principals, coaches and studentathletes of crises as quickly as possible via phone and email Maintain constant communication with member principals, coaches, and studentathletes affected by crises until resolution is reached

10

Ronda Richardson Assistant Executive Director of LHSAA Team Role: Liaison to Member Schools Back up to Alexander as a liaison to member schools principals; also responsible for helping communicate messages to member school principals, coaches, and athletes as quickly as possible during crises

Brad Lewis Legal Counsel for the LHSAA Team Role: Legal Advisor Pursue all action necessary to appropriately handle legal injunctions and filings in a timely fashion so as to not disrupt business operations of the association or championship events Draft all statements relating to legal action or filings to ensure appropriate language and wording

Renee Trimble Communications Consultant for the LHSAA Team Role: External Communications Coordinator Notify media outlets of crises and maintain constant communication as updates occur Prepare and disseminate news releases to media outlets with unified messaging Draft all communication for the website and social media outlets to be consumed by external publics, including the general public and media primarily, and also schools and student-athletes with an emphasis on a unified message Coordinate with legal advisor when drafting communication that may concern legal action Coordinate any interviews with media outlets

Erin Tureau Director of Finance for the LHSAA Team Role: Financial Advisor Maintain all financial records for the association In the event of crises occurring, have access to contingency funds needed to operate the association or run any championship events

11

CRISIS DIRECTORY

Kenny Henderson Media Spokesperson Phone: (225) 296-5882 (X 4211) Email: khenderson@lhsaa.org B. J. Guzzardo Championship Events Coordinator Phone: (225) 296-5882 (X 4204) Email: bguzzardo@lhsaa.org Ronda Richardson Liaison to Member Schools Phone: (225) 296-5882 (X 4215) Email: rrichardson@lhsaa.org

Todd Guice Executive Committee Liaison Phone: (318) 343-2769 Email: guice@opsb.net Keith Alexander Liaison to Member School Phone: (225) 296-5882 (X 4210) Email: kalexander@lhsaa.org Brad Lewis Legal Advisor Phone: (985) 735-9003 Email: rbl@bradlewislaw.com

Renee Trimble External Communications Coordinator Phone: (225) 296-5882 (X 4202) Email: rtrimble@lhsaa.org

Erin Tureau Financial Advisor Phone: (225) 296-5882 (X 4200) Email: etureau@lhsaa.org

12

EQUIPMENT AND SUPPLIES

The LHSAA should identify a Crisis Command Center at each of the venues it holds championship events. The following items should be present at the identified locations before, during and after the championship event to ensure the LHSAA is prepared should a crisis arise. 1. Chairs and tables (enough for all members of the crisis team) 2. Computers (preferably laptops with WiFi capability) 3. Printer, copy machine and scanner (preferably one device with all three capabilities) 4. Telephones and cellular phones 5. Company letterhead, pens and pencils 6. Telephone directories including media, member schools and crisis team 7. Sample media deliverables 8. Crisis communications plan 9. State-wide maps 10. Cameras and Memory Cards

13

POSSIBLE LHSAA CRISES

Natural Disasters As previously mentioned, the LHSAA hosts 27 championship events. As history indicates, Louisiana is often vulnerable to hurricanes. While none of the championship events fall during the hurricane season, any extensive damage caused by any natural disasters to commonly used facilities like the Mercedes-Benz Superdome or McMurry Park in Sulphur, La. can dramatically impact these events. The LHSAA staff routinely books the sites for championship events well in advance. On top of all of the logistical implications, this potential crisis also has several financial implications. Legal Filings Because high school athletics are an important aspect of life in Louisiana, legal action is a very real possibility. High school athletics are extremely complex as there are many parties involved between the high school administrations, the student-athletes and their families, the officials and their member associations, law enforcement entities and the LHSAA itself. In the event there is a lawsuit concerning a sports championship, all activities related to the championship will immediately stop. Because of the recent split of select and non-select schools into separate divisions for football playoffs and championships, many of the select schools feel disenfranchised. In order to work to protect the interests of their students as they see fit, select schools may file an injunction to prevent the football championships or to prevent the LHSAA from pursuing similar action to other LHSAA-sanctioned sports. Athletic Officials Strike Athletic officials are a critical component to sports competitions. Without competent officials, the goals of the LHSAA to provide a safe and fair playing environment is nearly impossible. The schools pay for officials for games they host while the LHSAA pays for officials at championship events. If the officials were to enter into a disagreement with the LHSAA, member schools or law enforcement entities, a statewide strike would jar high school athletics to a halt. This action would have the potential to postpone or cancel regular season games and postpone championship events. In 2011, there was a strike among basketball officials in Baton Rouge and Alexandria in response to the LHSAA member principals not approving a pay raise for them. Executive Director Henderson and the Executive Committee were able to quickly intervene and host a meeting. The officials opted to end their strike and a few months later pay raises were approved. However, the fact that there was no plan in place to handle the logistics of a strike shows the potential need for a strategic plan. State Legislative Interference The Louisiana State Legislature also has the potential to interfere with LHSAA-sponsored events and activities because of the alignment with public education and all its related laws. The legislature has tried to overrule LHSAA rules in the past by passing statutes requiring that the LHSAA allow home-schooled students compete for member schools in their districts. The LHSAA currently has a rule requiring home-schooled students to get permission from the principal at the school in their home district in order to compete. State representatives have also
14

considered proposals that would prevent public schools from belonging to an organization that discriminates against it members based on a separation by select or non-select (public or private) status. Sudden Absence of Executive Director A multitude of crises could lead to a sudden absence of the Executive Director. In the event of death or resignation due to a scandal, the organization would be without a leader until the next Executive Director could be named by the appropriate mechanism. The Executive Director is critical to the successful operation of the association. There is no current protocol in place to appoint an Assistant Executive Director or a member of the Executive Committee to an interim Executive Director position should something like this happen.

Crisis Inventory Graph

The following crisis inventory graph analyzes five potential crises identified that the LHSAA could potentially face that may affect the associations reputation and economic well -being. In examining the probability that each of these crises could occur and the potential damage that could result from each crisis occurring, it was determined that the two crises that could most immediately face the association and cause immediate financial and image issues are natural disasters or legal action that could impact the occurrence of championship events. Developing a cohesive way to handle these types of crises is imperative, and this communication plan should provide direction for the association in handling these situations in the future. This plan will specifically address plans should crises occur that would affect the state football championships.

5
4

Damage
2 1 0

Probability

Natural Disasters

Legal Filings

Officials' Strike

Legislative Interference

Absence of Executive Director

15

Crisis One: Natural Disasters

Should a natural disaster occur, depending on where the disaster strikes, there is a great chance that not only could schools be devastated and student-athletes forced to relocate, but venues already reserved for championship events could be damaged or rendered unusable. If an event like the football championships is either canceled or moved, not only is a loss of venue possible, but also a loss of hotel accommodations for LHSAA staff and traveling teams and printed materials already prepared for the event. Revenue would not only be lost by the LHSAA, but also the teams who travel to New Orleans to compete in the championships. The state football championships are the most lucrative and popular event the LHSAA holds each year. Additionally, the image and reputation of the association could suffer. The LHSAA should work to maintain its reputation as an organization that provides a positive athletic experience for student-athletes and build an even stronger reputation for being an overall positive influence on high school athletics in the state. In the event of a natural disaster that could prevent, postpone or move the football championships from the Superdome in New Orleans, La., immediate action must be taken to ensure eligibility issues are resolved and if a venue is damaged or unusable, that an alternate location is established or an alternate plan for location, date, and time for the state finals is implemented to ensure the event continues. Immediate, open communication with member schools, principals and the media must occur in order to eliminate confusion as the sports season continues.

Prodromes When Hurricane Katrina devastated New Orleans, along with the rest of the Gulf Coast in August 2005, high school athletics in Louisiana were heavily impacted. Thousands of studentathletes from the New Orleans area were forced to relocate to other schools in the state or move to other states. The LHSAA worked diligently to approve eligibility for nearly all studentathletes who were forced to relocate because of the storm. The association was able to generate a considerable amount of goodwill from how swiftly it was able to resolve eligibility questions and issues for student-athletes affected by the storm.

The LHSAA also had a reserve fund of money set aside to pay the associations bills for one full year should a crisis like this occur. Additionally, because the Louisiana Superdome in New Orleans was also damaged, the football championships could not be held there in December 2005. Fortunately, the association had more than three months to find an alternate location. The championships were moved to Independence Stadium in Shreveport, La. for that year. However, a plan was not in place with an established contingency plan for where the event would be moved to if the Superdome were unavailable for some reason.

16

Before the Crisis: Contingency Plans 1. In preparation for a natural disaster that could impact the occurrence of any championship event, a reserve fund should be established that is maintained year-toyear to pay for a new venue, new hotel accommodations, and payments and accommodations for traveling teams. 2. In the event the Mercedes-Benz Superdome is damaged or otherwise not available for the state football finals due to a natural disaster, the first alternate location to be utilized should be Independence Stadium in Shreveport, La. Independence Stadium is not currently used by any college teams and would be the most readily available, large venue in the state that could conceivably host the event. The association should approach the Independence Stadium administration at the beginning of each year to discuss this possibility to ensure that this back-up plan is feasible. 3. Should Independence Stadium be damaged or otherwise unavailable for the football championships, the association will implement a home-away system for the continuation of the football playoffs in which the home teams on the playoff brackets host the visiting teams at their schools. During the Crisis: Communication Plan 1. The assistant executive directors serving as member school liaisons should immediately contact all member school principals affected by the disaster by phone call and email, if unreachable by phone. Each LHSAA staff member possesses a member school directory. There is also a member school directory on the LHSAA website. 2. Quickly assess what eligibility issues and concerns, if any, exist and determine which actions should be taken and when. 3. Establish a special advisory committee, if necessary, to handle eligibility questions and issues to resolve all questions as swiftly and efficiently as possible. 4. The championship events coordinator should immediately establish contact with the coordinator at each championship venue to determine usability of facilities and implement changes in venue, date, and time if necessary. 5. If necessary, the director of finance should coordinate with the associations Certified Public Accountant to arrange for the funds necessary to move the championships to a new location and secure other accommodations needed. 6. Maintain honest and open communication with the media about changes in venue, time, and date for events as they happen, as well as pertinent information regarding the eligibility proceedings of affected student-athletes via news releases, the website, and social media. 7. Implement necessary changes to proceed with the sports season and plan for the state finals to occur in a timely fashion.
17

Key Messages During this crisis, all communications from the LHSAA should center around the following key messages:

The LHSAA puts the safety and welfare of its student-athletes first. We are working as quickly as possible resolve any eligibility issues surrounding studentathletes impacted by this (storm/disaster). The LHSAA is working to support all schools and student-athletes affected by this (storm/disaster) however it can. We are still in the process of working to secure an (alternate venue/alternate times and dates) for the state finals. As soon as we have that site confirmed, that information will be released to the member schools and principals, the media and the general public.

Sample Website Copy

18

Sample Facebook Post

Sample Tweets @LHSAA: The @MBSuperdome will no longer host the #PrepClassic. New venues and dates TBD. Follow #LHSAAPrepClassic for the latest developments. @LHSAA: A special committee to address eligibility issues has been established. All affected players will be contacted via email to with further information. #LHSAAPrepClassic @LHSAA: The #LHSAAPrepClassic will now be held at Independence Stadium in Shreveport, LA. More details to follow. Follow #LHSAAPrepClassic for the latest developments.

19

Sample Email Copy Member Principals and Coaches To: Principals and Coaches (at affected schools or those in the playoffs) From: LHSAA staff Due to the damage sustained in New Orleans and by the Mercedes-Benz Superdome by [insert disaster/storm], the LHSAA/State Farm Prep Classic will be moved to a new location. The LHSAA is working with Independence Stadium in Shreveport to ensure their site is available. We will continue to communicate with you as details are confirmed about the change in site and if there will be any change in the dates and times for the games. Details regarding hotel accommodations will also be sent to the principals and coaches with the schools who will play at the Prep Classic as soon as they are confirmed. We are committed to ensuring a successful completion to this years football season and providing the schools who made the championships the opportunities they deserve. For any further questions or concerns, please contact us at (225) 296-5882. Sincerely, Kenny Henderson LHSAA Executive Director

Sample Email Copy Executive Committee To: LHSAA Executive Committee members From: LHSAA Executive Committee President Due to the [insert disaster/storm], a special advisory committee must convene to hear hardship cases and review eligibility questions to get all student-athlete eligibility issues resolved in a timely manner. Those appointed to this committee should prepare to hear eligibility cases by [insert date] at the LHSAA office in Baton Rouge. The LHSAA staff is also currently working with all of our affected fall championship venues to assess which facilities may be damaged or unusable in order to implement alternative plans for any events that may need to be moved. Any changes to these event locations, dates, or times will be communicated both to you and our member schools as soon as those details are secured. Your commitment and dedication to the LHSAA and the welfare of our student-athletes is greatly appreciated. Sincerely, Todd Guide LHSAA Executive Committee President Kenny Henderson LHSAA Executive Director

20

Sample News Release Natural Disaster

LHSAA Postpones Prep Classic

BATON ROUGE, LA (Insert Date) The Louisiana High School Athletic Association (LHSAA) announced today that the LHSAA/State Farm Prep Classic would be postponed until further notice due to the destruction caused by [disaster/storm]. The damage sustained by the Mercedes-Benz Superdome is being assessed and an alternate location is being secured for the football championships. The LHSAA is currently working with Independence Stadium in Shreveport, La. to arrange for the game venue as well as accommodations for the member schools traveling there. Our top priority is the welfare of our student -athletes and assuring a successful completion to the football season. Were working diligently not only with the schools affected by [insert disaster/storm], but also with Independence Stadium to assure we can still provide a quality championship event for our student-athletes who have earned the right to compete for championship honors, said LHSAA Executive Director Kenny Henderson. Any changes in the dates and times for the scheduled games for each division and class will be released immediately on the LHSAA website at www.lhsaa.org and the LHSAAs social media outlets once that information is confirmed. About the LHSAA The LHSAA is a private entity that provides and regulates interscholastic athletic programs that promote fair and equitable competition among its member schools that is in the best interest of the student athlete. Learn more on the associations website at www.lhsaa.org or to connect via Facebook, Twitter, YouTube and more. ###

Post Crisis Once the situation is resolved, a meeting should be held with all crisis communication team members. The evaluation form found in the appendices of this plan should be filled out by each team member and then evaluated by the executive director, assistant executive directors and communication consultant. The pertinent information should then be added to the crisis plan to ensure the future crises are handled as effectively and efficiently as possible.

21

Crisis Two: Legal Filings/Injunctions

If legal injunctions are filed, whether by member schools or by individual student-athletes, the discontinuation of a playoff game or championship event will likely occur. Often legal action is taken by a school or athlete in an attempt to halt competition to protest a ruling thats been made by the LHSAA, sometimes relating to eligibility issues surrounding particular athletes, and other times relating to policies the association has passed and enacted. When legal injunctions exist against the LHSAA, until they are lifted or resolved, championship play cannot continue. This could mean a loss of the venue reserved for the event if the legal proceedings carry on through the dates of the scheduled event. If the football championships are postponed due to legal action pursued by a school or studentathlete, not only is a loss of venue possible if that site is no longer available after that timeframe, but other losses could include things like hotel accommodations for LHSAA staff and traveling teams and printed materials already prepared for the event, which would have to be redone or changed on very short notice. The revenue that the LHSAA makes would also likely be impacted. The image and reputation of the association could also suffer. Controversy over rulings and legal proceeding can cast a negative light on the image of the association, which strives to provide a positive athletic experience for all student-athletes and be a positive influence on high school athletics. Mismanagement of a crisis like this could not only affect their reputation, but could also cause schools to want to withdraw from the association, which would impact the amount of money the association brings in in membership dues. In the event of legal injunctions or lawsuits that could delay a championship event or change the participants in a playoff game, immediate action should be taken by the legal counsel to ensure the swift resolution of all legal issues as well as by the association to communicate quickly and openly with principals and teams affected by the legal proceedings. Immediate and accurate communication with the media will be imperative as well to help eliminate confusion about participating athletes and teams. If venues are no longer available once legal injunctions are lifted or resolved, immediate action must be taken to establish an alternate location, date, and time for the state finals.

Prodromes The LHSAA is no stranger to dealing with legal filings and injunctions that have interfered with the regular activities of the association, including championship events. In March 2013, prior to the girls basketball championships, a player from Vandebilt Catholic was ruled ineligible, and the LHSAA removed Vandebilt Catholic from the playoffs and put Salmen High School, the school that had lost to Vandebilt in the quarterfinals, in place to play St. Michael in the semifinals. The family of the ineligible player obtained a legal injunction against the school and the LHSAA alleging that they could not prevent her or the team from competing. Salmen High School then also filed a legal injunction alleging that the LHSAA could not keep them from competing at the championships. The lawyer for the LHSAA, Brad Lewis, was able to get the first injunction lifted and Salmen ended up playing St. Michael. But until 15 minutes before the
22

game was supposed to start, all three teams were in the arena because it was not clear who was actually going to play. Vandebilt Catholic actually started to warm up for the game. Executive Director Henderson was not on site in Hammond, leaving Assistant Executive Director Guzzardo to deal with the fallout at the tournament with the teams, the public, and the media. No plan was in place to deal with this situation. Communication broke down between the association and the teams competing in the tournament. Additionally, because of the tense atmosphere at the event, law enforcement was required to be on site when the teams were announced and the game was ultimately played because of the fear of the reaction by the fans and the teams. Legal injunctions are certainly something that the association could face again in the near future. Earlier in 2013, the member principals of the association voted and passed a proposal to split the football playoffs and state championships by select (private, laboratory, charter, magnet) schools, and non-select (public schools). The controversy over the split of athletic competition between public and private schools is not a new one. The first proposal to split the association into totally separate divisions for public and private schools dates came in 1997. There was a similar proposal in 2004. The proposed splits prompted private schools to consider leaving the association. While the current select and non-select rule only applies to football, many speculate that the rule will eventually expand to encompass all sports the LHSAA governs. There were also been threats among principals, coaches, and athletic directors at private schools that a lawsuit will be filed challenging the constitutionality of the rule and thus halting this years football championships. To date, that has not happened. Having a plan in place to address a potential crisis this huge is imperative to ensure that the state football finals still happen as it is the most lucrative event the association holds as well as arguably one of the most popular sports the LHSAA governs.

Before the Crisis: Contingency Plans 1. A special fund should be established between the director of finance and the LHSAAs CPA to be used for any legal services required of the associations legal counsel. 2. The legal counsel should be on-call in the weeks immediately before all major championship events to ensure swift action and representation. 3. The legal counsel should also be well-versed in all past cases involving similar disputes to provide a beginning framework for legal representation. 4. The championship coordinator should explore potential alternative dates and venues well before the event in the event the legal proceedings cause a significant delay.

23

During the Crisis: Communication Plan 1. The executive director should immediately contact LHSAA legal counsel to brief on details of the legal action and collaborate on the next steps via phone call or email if unreachable by phone. 2. The assistant executive directors serving as liaisons to the member schools should immediately contact all member school principals potentially affected by the legal proceedings by phone call or email if unreachable by phone. Each LHSAA staff member possesses a member school directory. There is also a member school directory on the LHSAA website. 3. The championship events coordinator should immediately establish contact with the coordinator at each championship venue to determine the availability of facilities beyond the existing dates should the legal injunctions stand through the timeframe of the tournament. Implement changes in venue, date, and time if necessary. 4. The legal counsel should resolve all legal issues or legal injunctions lifted as quickly as possible to ensure the continuation of athletic competition. 5. The communications consultant should maintain honest and open communication with the media about the state of the legal proceedings when able to, as well as information about venue, time, and date changes for events and playoff bracket changes through news releases, website updates, and social media. 6. Assist law enforcement at events, if necessary, when player or team changes must be made due to legal action. 7. Implement necessary changes to proceed with the sports season and plan for the state finals to occur.

Key Messages During this crisis, all communications from the LHSAA should center around the following key messages: The LHSAA prioritizes equal and fair competition for student-athletes of all member schools. The protection of the student-athletes ability to rightfully compete is the highest priority. We are working as quickly as possible to resolve the legal issues surrounding (the tournament/playoff game) and play will continue immediately upon their conclusion. Any changes to playoff brackets or participating teams as a result of pending legal action will be communicated immediately. Please follow-up on our website and social media outlets for the most current information regarding playoff changes.

24

Sample Website Copy

Sample Facebook Post

Sample Tweets @LHSAA: The #LHSAAPrepClassic is on hold due to legal actions filed today. A contingency plan is in the works. Stay tuned to #LHSAA social media. @LHSAA: Due to the impending legal action, the #LHSAAPrepClassic has been indefinitely postponed. We are working to resolve this as quickly as possible. Stay tuned.

25

Sample Email Copy Member Principals and Coaches To: Principals and Coaches affected schools or those in the playoffs) From: LHSAA staff Due to a pending legal injunction filed [insert date/time], the LHSAA/State Farm Prep Classic has been postponed until further notice. Until this legal injunction is lifted or further legal action is resolved, all playoff games must cease. Should legal proceedings extend through the timeframe of the Prep Classic, we will work to reschedule the playoff games and secure a new venue as quickly as possible following the resolution of all pending legal action. We are committed to ensuring a successful completion to this years football season and providing the schools who made the championships the opportunities they deserve. For any further questions or concerns, please contact us at (225) 296-5882. Sincerely, Kenny Henderson LHSAA Executive Director

Sample Email Copy Executive Committee To: LHSAA Executive Committee members From: LHSAA Executive Committee President Due to a pending legal injunction filed [insert date/time] by [insert entity(ies)], the LHSAA/Prep Classic must be postponed until further notice. Playoff games cannot continue until pending legal action has been resolved. Brad Lewis is working diligently to handle all pending legal matters in a timely fashion so the state finals can continue as scheduled. Should the injunction last longer than the timeframe of the Prep Classic, an alternative plan will be implemented to reschedule the games and secure a new venue if necessary. We will continue to update you as things develop. We may need to study this situation as we move forward this year to further develop ways to handle this sort of issue in the future. Your commitment and dedication to the LHSAA and the welfare of our student-athletes is greatly appreciated. Sincerely, Todd Guide LHSAA Executive Committee President Kenny Henderson Executive Director

26

Sample News Release

LHSAA Addresses Legal Injunctions, Pending Playoffs

BATON ROUGE, LA (Insert Date) The Louisiana High School Athletic Association (LHSAA) announced today that the LHSAA/State Farm Prep Classic would be postponed until further notice due to a pending legal injunction that was filed on [insert date] in [insert location of court where lawsuit was filed]. First and foremost, we are dedicated to ensuring that the teams who have earned the right to compete for championship honors still get to do so. The LHSAAs legal counsel is working as quickly as possible to resolve all pending legal action involving the association so that playoff games can continue, said LHSAA Executive Director Kenny Henderson. [insert additional details if available at that time] The LHSAAs first priority is always to ensure a safe, fair, and equal competition environment for the student-athletes. Any changes in the teams scheduled to play or the dates and times for the scheduled games for each division and class will be released immediately on the LHSAA website at www.lhsaa.org and through the LHSAAs social media outlets once that information is confirmed. About the LHSAA The LHSAA is a private entity that provides and regulates interscholastic athletic programs that promote fair and equitable competition among its member schools that is in the best interest of the student athlete. Learn more on the associations website at www.lhsaa.org or to connect via Facebook, Twitter, YouTube and more. ###

Post Crisis Once the situation is resolved, a meeting should be held with all crisis communication team members. The evaluation form found in the appendices of this plan should be filled out by each team member and then evaluated by the executive director, assistant executive directors and communication consultant. The pertinent information should then be added to the crisis plan to ensure the future crises are handled as effectively and efficiently as possible.

27

APPENDIX A: EXECUTIVE BIOGRAPHIES

Kenny Henderson, Executive Director

Before joining the LHSAA as the executive director in October of 2007, Kenny Henderson served as a high school principal for 16 years and as a teacher and coach for five years before that. He received his bachelors degree from Louisiana Tech University in 1981 and his masters degree in 1991 from the University of Louisiana-Monroe. His principal responsibilities include coordinating the LHSAA staff and overseeing eligibility rulings, relations with the state legislature and the Department of Education, relations between member schools and association with the National Federation of State High School Associations (NFHS).

BJ Guzzardo, Assistant Executive Director

BJ Guzzard joined the association in 1989. He previously enjoyed great success as an assistant and then head football and baseball coach for Hammond High, Kentwood High, White Castle High, and Independence High. He received both a bachelors degree and a masters degree from Southeastern Louisiana University. BJ is responsible for the state championships of football, wrestling, gymnastics, and baseball.

Keith Alexander, Assistant Executive Director

Before joining the team of assistant executive directors in 2008, Keith Alexander served as the superintendent of the Hamburg School District in Hamburg, Ark., assistant superintendent and as a principal, faculty member and coach in a variety of Louisiana and Arkansas schools. He earned his bachelors degree from Union University in Jackson, Tenn. and his masters degree from Grambling State University. Keith oversees the state championships of cross country, indoor and outdoor track, and powerlifting.

Ronda Richardson, Assistant Executive Director

This newest assistant executive director joined the association in 2013. She was most recently the principal of LaSalle High School after serving as the project manager for the Caldwell Council on Aging and Elderly Disabled Adults and as a teacher and coach. She received both her bachelors and masters degrees from Northeast Louisiana University in Monroe, La. Ronda manages the state championships of basketball, bowling, softball and volleyball. She also oversees cheerleader, the one non-sanctioned sport of the LHSAA.

28

APPENDIX B: SPOKESPERSON INTERVIEW TECHNIQUES & TIPS

Never say no comment. If a question deals with legal proceedings that cannot be discussed, be sure to communicate that, and let media outlets know that as soon as you are able to release that information, it will be available. Remember to adhere to the key messages in this plan. Choose one or two to reiterate during any interview, regardless of which questions the media ask. Maintain open and honest communication with the media and especially the affected member school principals and student-athletes as much as possible. If you are unsure about how to answer a question, never make something up or lie. Tell the media you will look into it and get back to them quickly. Avoid using technical language or jargon. Plain English communicates the message more efficiently. Maintain a calm and collected presence. Try to match your emotional output to the situation without showing too much or too little. If the association is at fault, apologize immediately and list the steps the association will take to rectify the mistake.

29

APPENDIX C: KEY MEDIA CONTACT INFORMATION

State Newspaper Contacts

Alexandria Daily Town Talk The Advocate (Baton Rouge) Clarion Herald (New Orleans) The Daily Star (Hammond) The Courier (Houma) Lafayette Daily Advertiser Lake Charles American Press Bret McCormick: Sports Editor Robin Fambrough: Prep Writer Ron Brocato: Sports Editor John Lenz: Sports Editor Brent St. Germain: Sports Editor Eric Narcisse: Prep Editor Warren Arceneaux: Prep Writer Leesville Daily Stephen Leader Iles:Sports Editor The Livingston Sam Muffoletto: Parish News Sports Writer Monroe News Star Cody Futrell: Prep Writer The TimesDavid Gladow: Picayune (New Editor Orleans) Ruston Daily O. K. Buddy Leader Davis: Sports Editor The Shreveport Roy Lang III: Sports Times Editor (318) 487-6431 (225) 383-1111 (504) 884-4623 (985) 254-7821 (985) 857-2210 (337) 289-6317 (337) 494-4075 sports@thetowntalk.com rfambrough@theadvocate.com brx199@aol.com sports@hammondstar.com st.germain@houmatoday.com enarcisse.smgpo@gannett.com sports@americanpress.com

(337) 239-3444 (225) 665-5176 (318) 362-0279 (504) 258-5344

ldlsports@gmail.com sam.muffoletto@gmail.com c.futrell@thenewsstar.com dgladow@timespicayune.com

(318) 245-6405

buddy@rustonleader.com

(318) 459-3300

rlang@gannett.com

30

State Television Station Contacts

Alexandria: KALB-TV (NBC) Baton Rouge: WAFB-TV (CBS) WBRZ-TV(ABC) WVLA-TV (NBC) Lafayette: KALC-TV (ABC) KLFY-TV (CBS) Lake Charles: KPLC-TV (NBC) KVHP-TV (FOX) Monroe: KTVE-TV KNOE-TV New Orleans: WWL-TV (CBS) WDSU-TV (NBC) WGNO-TV (ABC) WVUE-TV (FOX) Shreveport: KSLA-TV (CBS) KTAL-TV (NBC) KTBS-TV (ABC) Chris Bailey: Sports Reporter Steve Schneider: Sports Director Michael Cauble: Sports Director Matt Boudreaux: Sports Director Travis Webb: Sports Director George Faust: Sports Director Seth Lewis: Sports Director Valen Johnson: Sports Director Gene Ponti: Sports Director Aaron Dietrich: Sports Director Doug Mouton: Sports Director Fletcher Macele: Sports Director Ed Daniels: Sports Director Garland Gillen: Sports Director Christina Jenkins: Sports Director Brandon Dunn: Sports Director Paul Crane: Sports Director (318) 445-6397 (225) 383-9999 (225) 336-2360 (225) 766-3233 (337) 236-6345 (337) 262-0832 (337) 437-7563 (337) 474-1316 (318) 323-1972 (318) 388-8888 (504) 529-6298 (504) 679-0600 (504) 619-6363 (504) 486-6161 (318) 677-6709 (318) 861-5838 (318) 861-5838

Other Relevant News Contacts

The Associated Press TigerBait.com Brett Martel William Weathers: Managing Editor (800) 662-7717 (225) 751-6727 bmartel@ap.org willou@cox.net

31

APPENDIX D: SPOKESPERSONS FOR RELATED ORGANIZATIONS

Louisiana High School Coaches Association Gary Duhe Director (225) 296-5882 X4216 gduhe@lhsaa.org Terence Williams President Redemptorist High School (225) 357-0936 Louisiana High School Athletic Directors Association Willie Wise St. Charles Parish Schools (985) 785-3126 wwise@stcharles.k12.la.us Mercedes-Benz Superdome/SMG Laurie Ducros Manager of Event Services & Event Coordinator for LHSAA/State Farm Prep Classic (504) 587-3842 laurie.ducros@smgneworleans.com Independence Stadium - Shreveport, La. Independence Bowl Foundation (318) 221-0712

APPENDIX E: RELATED WEBSITES

Independence Stadium: http://www.shreveportla.gov/Facilities/Details/Independence-Stadium LHSAA School Directory: http://lhsaa.org/schools/school-directory/ Louisiana High School Athletic Association: www.lhsaa.org Mercedes-Benz Superdome: www.superdome.com National Federation of State High Associations: www.nfhs.org

32

APPENDIX F: POST-CRISIS EVALUTATION FORM

This form should be utilized by the crisis team after a crisis to evaluate the success of the implementation of this crisis communication plan. Name: ______________________ Date: ___________________

Description of the incident: ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ What was your role in dealing with and responding to the crisis? ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ Problems/issues that occurred: ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ Things that worked: ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________ Suggestions for improvement to the crisis plan or a change of roles and duties for crisis team members: ______________________________________________________________________________ ______________________________________________________________________________ ______________________________________________________________________________

REFERENCES
Doorley, J., & Garcia, H. F. (2011). Reputation management: The key to successful public relations and corporate communications (2nd ed.). New York, NY: Routledge. Fearn-Banks, K. (2010). Crisis communications: A casebook approach (4th ed.). London: Routledge LHSAA Handbook (2013). Retrieved from http://lhsaa.org/handbook/ Louisiana High School Athletic Association (2013). Retrieved from http://www.lhsaa.org
33