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Crisis Communication Plan

Written: November 2015

Tested: December 15, 2015

Updated: December 15, 2015 (See Plan updated table)

Plan Revision Table

Plan Updated
Date
11/15/2015

Name of Updater

Approved By

11/27/2015

Taylor Ratkiewicz

11/29/2015

Dylan Smith

12/02/2015

Sarah Dumont

12/04/2015

Bindiya Patel

12/10/2015

Taylor Ratkiewicz

12/12/2015

Katrina Gnuechtel Taylor Ratkiewicz

12/15/2015

Team

Katrina Gnuechtel Taylor Ratkiewicz


Taylor Ratkiewicz
Taylor Ratkiewicz
Taylor Ratkiewicz
Taylor Ratkiewicz
Taylor Ratkiewicz

Team

Comments
Started creating crisis plan
Edited key messages to
various stakeholders
Established objectives and
goals for the plans
Created budget to help
implement the plan
Established safety protocols
and created emergency call
list
Created crisis team directory
Edited messages
Crisis plan presented &
tested

2. Acknowledgement Page
The crisis plan was created by the Yuppie Dog business manager, Katrina
Gnuechtel, and the public relations/Communications manager, Taylor
Ratkiewicz. As the public relations manager outlined the necessary actions in
the event of a natural disaster crisis, Yuppie Dog and other key constituents
of the dog daycare/boarding facility contributed the necessary information
and protocols that would be taken to ensure the safety of all dogs and staff
during our evacuation plan. The accounts/finance manager, Sarah Dumont,
calculated and set aside $__________ that will go towards transporting the
dogs to a safer location, as well as the various utilities and equipment
needed throughout the duration of a natural disaster crisis. The
operations/facilities manager, Dylan Smith, has developed and implemented
building protocols to ensure Yuppie Dog is protected and secured. He also
established our (natural disaster) hotline, which will be used to communicate
our messages to the dog owners and all employees. The crisis
communication plan was reviewed by the crisis communication team,
including Yuppie Dogs owner, the legal advisor and other various
representatives listed further below. The entire crisis team worked together
to revise the plan, utilizing each representatives expertise and experiences
relative to his or her job title. Therefore, various modifications and updates
were made to the plan as each member of the team reviewed the original
plan written by the business manager and public relations manager. For
example, the safety and security team revised the safety protocols section to
ensure that employees are aware of how to safely transport these dogs to a
safer location.
3. The Introduction
Our crisis communication plan focuses on the preparedness of Yuppie Dog
and Houston personnel in case of an emergency evacuation of all staff and
dogs due to a natural disaster, such as a flood, tropical storm or hurricane.
This plan is important, as Yuppie Dog is a popular doggie daycare, boarding
and grooming spa, where dogs are sometimes kept there for long periods of
time when their owners are out of town. Additionally, as majority of these
dog owners are out of town, it is important to be prepared to evacuate a
large number of dogs from Yuppie Dog to a safer location in such events as a
natural disaster. As Yuppie Dog is a smaller organization and is liable for
these animals in our care, it is critical to be fully prepared in the event of a
natural disaster crisis to ensure this safety. The goals of our plan are to
minimize harm and stress to the animals and staff, to calm owners who are
out of town, and to prepare our Yuppie Dog employees to be able to secure
the building and to work quickly to relocate all the dogs to a safer location.
The objectives of our plan are to ensure the safety of all involved, to
minimize damages, and to ensure the continuing safety protocols of our dog
boarding service. Our plan will allow us to quickly address the situation, to

send messages out quickly to our key publics, and to communicate efficiently
with the dog transportation service (fellow Yuppie Dog employees) and new
location where the dogs will be held. This plan also clearly defines the roles
and duties of each member of our crisis communication team so that we can
eliminate any additional stress and communicate effectively through our
messages. As Houston is down south in Texas and is a city constantly
bombarded by flash floods and even hurricanes, Yuppie Dog knows that our
plan is important in order to ensure safety of the animals and to
communicate clearly to our publics.
Our plan takes lessons from how various animal shelters reacted during
Hurricane Katrina. During this natural disaster crisis in 2005, rescue efforts
were predominately worried about evacuating people from the threatened
areas of the hurricane; however, thousands of dogs, cats, horses and other
animals were stranded to fend for themselves during the awful weather
conditions. Up until Hurricane Katrina, the protocol for pets had been
overlooked in disaster relief; therefore, as an organization that focuses on
keeping dogs safe while their owners are traveling, we will learn from the
mistakes made during Hurricane Katrina. One of the biggest lessons to take
away from this past crisis was that animals were not considered a priority
until after the event. By establishing this crisis plan, Yuppie Dog will be fully
prepared to rescue and evacuate the dogs before the natural disaster hits.
Also, during Hurricane Katrina, another lesson learned was that some people
brought their pets with them when evacuating their homes showing the
importance that animals have to families. Therefore, we want to be clear and
consistent with our messaging to the owners of the dogs with us, so that
they are fully aware of the situation and what we are doing to keep their
dogs safe.
For these reasons, we are presenting this crisis communication plan in
order to show our preparedness in dealing with situations that come out of a
natural disaster crisis affecting Yuppie Dog.
4. Crisis Communication Team
Yuppie Dog Owner John Smith *
Yuppie Dog Business Manager Katrina Gnuechtel
Public Relations/Communications Manager & Primary Spokesperson
Taylor Ratkiewicz
Accounts/Finance Manager Sarah Dumont *
Operations/Facilities Manager Dylan Smith *
Safety & Security Bindiya Patel *
Legal Advisor John Robertson *
*Names listed are pseudonyms.
Note- The Yuppie Dog Business Manager, PR/Communications Manager, Accounts/Finance Manager,
Operations/Facilities Manager, and Safety & Security are all working Yuppie Dog employees. In such
event as a natural disaster, these employees will serve on the crisis communication team as well.

5. Why the Crisis Plan is Important


Goal:
In the event of a hurricane or other natural disaster we must take immediate
action to evacuate and transport the dogs to a safer location and inform the
owners of the situation and measures being taken. Our open and honest
dissemination of information to our clients and police authorities will
eliminate confusion among our publics. If we are truthful, forthright and fast
acting, the crisis situation can be more smoothly resolved and action can be
taken to eliminate any further problems.
Objectives:
We will make every effort to:
1. Identify the source and direction of the natural disaster as soon as
possible, and act fast to begin evacuating.
2. Make sure to secure the building of Yuppie Dog and ensure the
equipment, etc. is protected.
3. Make sure that all dogs are evacuated from Yuppie Dog and relocated
to the safer sanctuary.
4. Inform the clients and pet owners of the situation and evacuation plan.
5. Keep the clients and pet owners updated and aware of the (natural
disaster) hotline so owners are able to know the location and safety of
their pets.
6. Inform the Houston police, immediately, of the evacuation and enlist
assistance to ensure safe transportation of the animals, if needed.
7. Once the natural disaster passes, ensure the pets are transported,
safely, back to Houston and the owners.
8. Evaluate how effective the plan was and implement changes to help
anticipate a future natural disaster crisis.
Step 6: List Key Publics
Internal Key Publics:
Yuppie Dog Owner

Contacted by Yuppie Dog business manager through text messaging, phone


call, and email. There will be direct communication with the owner
throughout the entire crisis and while transporting the animals to the ranch or
Town and Country.

Yuppie Dog Employees

If they are not already at work, each employees cell phone will be called first,
home phone number will be called second, and an email will be sent alerting
them to pack quickly and report to Yuppie in event of the natural disaster.
For the employees already at Yuppie Dog, they were already made aware of
possible evacuation before they came to work, and are well equipped with
what they need (personal items and not) for the evacuation.

Dog Owners

SMS Emergency Text Alert to registered cell phone number, email sent to
listed email address on their Yuppie Dog registration form, All Yuppie Dog
social media including Facebook and Twitter.

Safer Location

Depending on the severity and timeliness of the natural disaster, the dogs
will either be transported to the owners ranch in Dripping Springs or to Town
& Country Hospital and Boarding in Kerrville, Texas.
An alert message will be sent to both locations (just in case) through text,
phone, or email.

External Key Publics:


Houston Police Department
Houston Police | 6000 Teague Rd, Houston, TX 7704 | 713-744-0900 | Charles McClelland
(Police Chief) | Twitter: @houstonpolice | Facebook:
https://www.facebook.com/Houstonpolice/?fref=ts

Fire Department
Houston Fire Department | 600 Jefferson, 7th Floor, Houston, TX 77002| 9-1-1 or Media
Relations: 832-394-6700| Teri A. Garrison (Fire Chief) | Twitter: @houstonfire | Facebook:
https://www.facebook.com/HoustonFireDept/?fref=ts

Local TV News (ABC 13)


ABC 13 | KTRK TV, 3310 Bissonnet, Houston, TX 77005 | Dave Ward (News Director) | 713666-0713 | news@abc13.com | Twitter: @abc12houston| Facebook:
https://www.facebook.com/KTRKHouston?_rdr=p

Step 7: Identify the Crisis Team and Draft a Crisis Directory


John Smith

Yuppie Dog Owner


281-973-0321
john.smith@yuppiedog.com

Taylor Ratkiewicz

Public Relations/Communications Manager & Primary Spokesperson


281-300-7583
t.e.ratkiewicz@yuppiedog.com

Katrina Gnuechtel

Yuppie Dog Business Manager & Backup Spokesperson


830-928-3657
k.gnuechtel@yuppiedog.com

Sarah Dumont

Accounts/Finance Manager
713-054-5000
s.dumont@yuppiedog.com

Dylan Smith

Operations/Facilities Manager
281-398-4567
Dylan.Smith@yuppiedog.com

Bindiya Patel

Safety & Security


832-485-2334
b.patel@yuppiedog.com

John Robertson

Legal Advisor
713-818-9034
john.robertson@jrhtx.com

Step 8: Identify the Media Spokesperson


*While the Yuppie Dog crisis team doesnt anticipate any media coverage for
these types of crises, we have chosen a primary spokesperson and backup
spokesperson if need be.
Taylor Ratkiewicz

Public Relations/Communications Manager & Primary Spokesperson


281-300-7583
t.e.ratkiewicz@yuppiedog.com

Katrina Gnuechtel

Yuppie Dog Business Manager & Backup Spokesperson


830-928-3657
k.gnuechtel@yuppiedog.com
Both spokespeople have attended extensive training, and simulated practice crises
to better prepare for such events. Both are fully prepared to address the media and
talk clearly, concisely and in a pleasant manner.

Tips for Spokespeople:


Focus on two or three key messages to communicate, and be
consistent in sharing these messages.
Be aware of subjects, issues, and questions that might be brought up.
Be accessible to reporters, show respect, and remember their names, if
possible.
Avoid saying No comment.
Be transparent and honest.

Remain calm, courteous, truthful, concerned, and if necessary,


apologetic.
Avoid jargon; speak in everyday language.
Avoid speculation. Do not answer questions you do not understand.
Ask for clarification.

Step 9: List Emergency Personnel


Houston Police Department
6000 Teague Rd,
Houston, TX 7704
Ph: (713) 744-0900
Ph: 911
Media Relations: public.affairs@houstonpolice.org
Twitter: @houstonpolice

Houston Fire Department


600 Jefferson, 7th Floor
Houston, Texas 77002
Ph: (832) 394-6700
Ph: 911
Media Relations: hfdpubinf@houstontx.gov
Twitter: @houstonfire

Local Animal Hospitals according to Safer Locations

Dripping Springs Animal Hospital

1520 E Hwy 290,


Dripping Springs, TX 78620
Ph: (512) 858-4787
Media Relations: reception.dsah@verizon.net
Twitter: @DSAnimalHosp

Town & Country Animal Hospital & Boarding


2710 Junction Hwy,
Kerrville, TX 78028
Ph: (830) 367-5316
Media Relations: tcah@hctc.net
Twitter: N/A

Step 10: Equipment and Supplies for the Crisis Control Room
The designated Safety & Security Coordinator will be responsible for
gathering supplies and materials and checking off items on the crisis plan
list. These will be always be ready in the time of a natural disaster crisis for
the other people (listed previously) to transport.
Site of control room: Depends on which safer location the dogs are
transported to either the owners ranch in Dripping Springs, Texas or the
Town and Country Hospital and Boarding in Kerrville, Texas.
Overall, the safety & security coordinator and fellow Yuppie Dog employees
will handle the equipment and supplies for the control room. Dylan Smith will
handle the (natural disaster) hotline and disseminating messages, and
Bindiya Patel will manage supplies and equipment that pertain to the dogs
wellbeing. The safety & security coordinator and Yuppie Dog employees will
be involved in getting supplies for security and shelter-related items needed
in the safe location and crisis control room. Volunteers and staff can aid as
needed for transportation, allocation, etc.

* Two commercial vans will always be onsite at the Yuppie Dog location in
Houston, TX for the transportation of the dogs to the safer location. These
vans will be used for grooming, delivering, pick-ups, etc. during normal
business days.

Computers /copying machines/mobile printers/Cell phones


o

Maps and directions to safer location (i.e. Dripping Springs ranch or


Town and Country Hospital and Boarding)
o

Safety & Security Coordinator Bindiya Patel

First aid kits


o

Safety & Security Coordinator Bindiya Patel

Dog toys & treats


o

Safety & Security Coordinator Bindiya Patel

Food and beverages (for staff and animals)


o

PR & Communications Manager Taylor Ratkiewicz

Street and highway maps/GPS


o

Operations & Facilities Manager Dylan Smith

Phone directories/contact lists/media directories


o

Operations & Facilities Manager Dylan Smith

Cleaning supplies (in case of animal mess)


o

Safety & Security Coordinator Bindiya Patel

Pens, pencil, paper


o

Business Manager Katrina Gnuechtel

Battery-powered lamps and flashlights/police radio/walkie-talkies


o

Business Manager Katrina Gnuechtel

Safety & Security Coordinator Bindiya Patel

Cots/dog beds (for staff and dogs)


o

Safety & Security Coordinator Bindiya Patel

Step 11: Pregather Information


Safety precautions/Safety records:

Emergency Resources
o
o

Houston Police Department (713) 744-0900 or 911


Houston Fire Department (832) 394-6700 or 911

Emergency Notification
o
o
o
o

Yuppie Dog (Natural Disaster) Hotline (877) 362-4367 *


John Smith, Yuppie Dog Owner 281-973-0321 *
Houston Heights Hospital for Animals, (713) 864-9700
Town & Country Animal Hospital, (830) 367-5316

Weather Information

Yuppie Dog will monitor Houston and surrounding areas weather to fully
anticipate a natural disaster, such as a hurricane, tropical storm or flash flood,
from occurring. Additionally, safety protocols and constant monitoring are in
place during Houstons hurricane, tropical storm, and flash flood season,
which occurs throughout June to November. Therefore, Yuppie Dog is trained
and fully prepared to act accordingly during such natural disaster crisis, and
when it is crucial to evacuate the animals to a safer location.
In event of a natural disaster crisis in Houston, visit @abc13weather on Twitter
or abc13.com for more weather information.

Safety Tips
o Be aware of surroundings at all times.
o Secure all windows and doors.
o Make sure grooming equipment is properly safeguarded in the building.
o Remain calm while executing the evacuation plan in the most efficient
way possible.
o Make sure to quickly load the dogs in a quick yet safe manner onto the
commercials vans for transportation.
o Turn around; do not drown. Look up a safer driving route to the location
if road is submerged.

*These phone numbers were simulated for this particular crisis plan project.

Backgrounders:

http://yuppiedog.com
Mission: Yuppie Dogs primary focus is to give dog owners peace of mind
while they are traveling, and offer our doggie guests a clean, sanitized, safe,
and fun place to stay.
o Therefore, in event of a natural disaster crisis, we will continue to keep
our promise and protect customers dogs by evacuating them to a
safer location.
Yuppie Dog Services include:
o Boarding
o Day Care
o Grooming
o Training

Photos/Maps of site(s):

Driving Directions to Dripping Springs Ranch (From Houston, TX)

Driving Directions to Town & Country Animal Hospital (From Houston, TX)

Location of offices:
Yuppie Dog
2203 Durham Dr.
Houston, TX 77007

Town & Country Animal Hospital & Boarding

2710 Junction Hwy,


Kerrville, TX 78028

Dripping Springs Animal Hospital


1520 E Hwy 290,
Dripping Springs, TX 78620

Phone directory (e-directory too):


Phone number listed previously in Section 7- Crisis Team Directory
For more contact information, visit: http://yuppiedog.com/contact-us.php
Internet /social media sources:

http://yuppiedog.com/index.php
Twitter: @YuppieDog
Facebook: https://www.facebook.com/YuppieDog
For general weather or safety concerns: @houstonpolice or @abc13weather

Step 12: Develop Key Messages


Yuppie Dog Owner

Prior to EvacuationSafer Location: Owners ranch in Dripping Springs


o After monitoring Houstons weather reports and (natural disaster)
warnings, Yuppie Dog has implemented the evacuation crisis plan to
transport the dogs in care (at this time) to a safer location (insert
location here). We are working diligently to secure the Yuppie Dog
building and move the dogs out of Houston before the (natural
disaster) hits. Since Yuppie Dog strives to maintain the mission set by
you when founding the company, we will continue to give our
customers peace of mind knowing their dogs are in a safe place during
the (natural disaster).
o Due to the closer distance of your ranch in Dripping Springs to
Houston, we have chosen to evacuate the animals and staff to your
home there. Please (if not already there) start heading towards your
ranch to further implement the evacuation plan.
o We will be in contact through text message, phone calls, or email to
further update on our whereabouts.
Prior to EvacuationSafer Location: Town & Country Animal Hospital
o After monitoring Houstons weather reports and (natural disaster)
warnings, Yuppie Dog has implemented the evacuation crisis plan to
transport the dogs in care (at this time) to a safer location (insert
location here). We are working diligently to secure the Yuppie Dog
building and move the dogs out of Houston before the (natural

disaster) hits. Since Yuppie Dog strives to maintain the mission set by
you when founding the company, we will continue to give our
customers peace of mind knowing their dogs are in a safe place during
the (natural disaster).
There is no need for you (the owner) to come to the Yuppie Dog
location as your staff is fully prepared and trained to execute the
evacuation plan in an efficient and safe manner. Additionally, due to
the severity and size of (the natural disaster), we are transporting the
dogs to Town & Country Animal Hospital in Kerrville because its a safer
distance from Houston and the storm.
As more information is accumulated and when the dogs reach Kerrville,
we will update you through text messaging, phone calls, or email.

Yuppie Dog Employees

Employees at Yuppie Dog Location already


o After monitoring Houstons weather reports and (natural disaster)
warnings, Yuppie Dog has implemented the evacuation crisis plan to
transport the dogs in care (at this time) to a safer location (insert
location here). Since Yuppie Dog strives to maintain its mission, we will
continue to give our customers peace of mind knowing their dogs are
in a safe place during the (natural disaster).
o Therefore, please follow the evacuation steps you have been trained
for repeatedly in order to effectively transport the dogs and safely
secure the building.
o Please remain calm as we work quickly to execute the plan, and we
trust that you are fully equipped to fulfill the plan.
o Know that your safety is a top priority to our company and by
constantly monitoring the weather, we are able to implement this plan
before any weather danger ensues.
Employees off-duty
o After monitoring Houstons weather reports and (natural disaster)
warnings, Yuppie Dog has implemented the evacuation crisis plan to
transport the dogs in care (at this time) to a safer location (insert
location here). Since Yuppie Dog strives to maintain its mission, we will
continue to give our customers peace of mind knowing their dogs are
in a safe place during the (natural disaster).
o Therefore, please follow the evacuation protocols in place and pack
your bags immediately and report to Yuppie Dog to further implement
the plan.
o Please remain calm as we work quickly to execute the plan, and we
trust that you are fully equipped to do so.
o Know that your safety is a top priority to our company and by
constantly monitoring the weather, we are able to implement this plan
before any weather danger ensues.

Dog Owners

Prior to Evacuation
o After monitoring Houstons weather reports and (natural disaster)
warnings, Yuppie Dog has implemented the evacuation plan to

o
o

transport your dog(s) in care (at this time) to a safer location (insert
location here). Yuppie Dogs main mission is to offer you, our loyal
customers, peace of mind knowing that your dogs are in a safe,
peaceful place while you are traveling.
Therefore due to this impending (natural disaster), we are continuing
our mission at Yuppie Dog by implementing our (natural disaster)
evacuation plan and moving your dog(s) safely out of Houston and the
posing weather threat.
As noted on the liability form you signed when dropping off your
dog(s), the safer location will either be at the owners ranch in Dripping
Springs (list address) or Town & Country Animal Hospital and Boarding
in Kerrville depending on the severity of the storm and the amount of
time we have to evacuate.
At these locations, we assure you that your dog(s) will continue to be
well taken care of by our entire Yuppie Dog staff with plenty of food,
water, toys, etc.
As we drive from Houston to (safer location), we will send you
continuous updates on your dog(s) whereabouts through the SMS text
message alert. In the meantime, for further information or questions,
please contact our (natural disaster) hotline at (877) 362-4367.
Please do not worry about further costs if your dog(s) are in our care
for longer than the agreed time. We appreciate your loyal business and
constant trust in our organization, and we will safely return your dog(s)
home once the (natural disaster) passes.

Town & Country Animal Hospital and Boarding

After monitoring Houstons weather reports and (natural disaster) warnings,


Yuppie Dog has implemented the evacuation crisis plan to transport the dogs
in care (at this time) to your safer location, Town & Country Animal Hospital
and boarding. We are working diligently to secure the Yuppie Dog building
and move the dogs out of Houston before the (natural disaster) hits (at this
time).
Due to the severity of the (natural disaster), we have chosen to evacuate the
dogs and staff to your Animal Hospital and Boarding location in Kerrville.
As agreed upon when establishing this crisis plan, please follow the protocols
set for your location and anticipate our arrival.
We will be in contact through text message, phone calls, or email to further
update on our whereabouts as we head your way.
Thank you for being a key constituent in the success of our evacuation plan.
We greatly appreciate your assistance and support amidst this (natural
disaster) crisis.

Step 13: Plan Dissemination of Key Messages


Once Yuppie Dog has detected a (natural disaster) threat and/or the crisis
occurs, we want to reassure the key publics that we are doing everything in our
power to control the situation and maintain the safety of the customers dogs in our
care. In order to do this, we will disseminate messages primarily through text
messaging, phone calls, alert systems, and email. More specifically, for Yuppie Dogs
owner, we will immediately notify him of the plan and the current situation being

addressed at his company through text messaging, phone number, and email; the
owner of Yuppie Dog established these as the best forms of communication for him.
The employees already at Yuppie Dog were previously made aware of the potential
evacuation before their shift. For the employees off duty, we will send out a
company wide text message alert, as well as call their cell phone numbers and then
home phone numbers. For dog owners (our customers), Yuppie Dog will send out an
SMS emergency text alert to their registered cell phone numbers and an email to
the listed email address on their Yuppie Dog registration form to inform them of the
situation. Also, as Yuppie Dog is present on social media, such as Facebook and
Twitter, we will use those channels to update the dog owners with the weather
information and their dog(s) whereabouts/safety.
The following people are responsible for communicating with the key publics:

Taylor Ratkiewicz- Public Relations/Communications Manager & Primary


Spokesperson
Katrina Gnuechtel- Yuppie Dog Business Manager & Backup Spokesperson
Bindiya Patel- Safety & Security

Step 14: Review Draft of the Crisis Plan and Make Corrections.
Step 15: Distribute Plan to All Members of the Crisis Team
Step 16: Review and Update the Plan at least Once a Year or as
Needed

Updated on December 15, 2015 after hearing further critiques from class
presentation.

Step 17: Drill and Rehearse Plan

Crisis Plan presented on December 15, 2015

Step 18: Drill and Rehearse With Spokespersons

Crisis Plan presented on December 15, 2015

Step 19: Evaluate the Plan

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