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Crisis Response Team & Channel Architecture

Three-Tier Response Team Structure

Tier 1: First Line Response Team

First line of defense. Informed when the company is aware of a crisis at Level 1.

Role Function Crisis Responsibility
VP of PR and Communications External Communications Point person for Tier 1 crises. Contact directly and immediately.
CEO Executive Leadership Final authority on location closures, strategic decisions
President Executive Leadership External messaging approval authority
Chief Digital Officer Technology and Data Technology-related crisis assessment and response
Chief People Officer People Operations Employee welfare, personnel crisis management
Chief Experience Officer Customer Experience Customer-facing impact assessment
General Counsel Legal Legal review of all external messaging, regulatory compliance
Director of Employer Communications Internal Communications C-suite and director/manager communications

Tier 2: Extended Response Team

Activated for Tier 2, 3, and 4 crises requiring departmental involvement.

Role Function Crisis Responsibility
Director of PR and Communications External Communications Point person for Tier 2, 3, and 4 crises. Lead coordinator.
General Counsel Legal Legal review
Director of HR People Operations Employee-related issues
Director of Employer Communications Internal Communications Internal messaging coordination
Internal Communications Specialist Internal Communications Line employee and family communications

Tier 3: Task-Based Communications Team

Task assignments during active crisis response.

Task Assigned Role
Crisis-specific key messages and updates Director of PR / Director of Employer Communications
Internal FAQs Director of Employer Communications
External FAQs Director of PR
Crisis response center setup Director of PR / Director of Employer Communications
Spokesperson preparation Director of PR
Email and voicemail monitoring Communications Coordinator
Social media response Director of PR
Social media monitoring Communications Coordinator
Media communications Director of PR
Board communications CEO
Employee communications Director of Employer Communications
Vendor communications Director of PR / Director of Employer Communications
Community outreach Director of PR

Channel Architecture

Internal Channels

Slack
#disasterthinktank (initial assessment)
Named incident channel (e.g., #hurricane-[name])
#crisisthinktank
Non-disaster emergencies
#announcements
Verified updates to all employees
Company-wide Email
Reserved for crises meeting threshold criteria: impacted employees, location impact, customer impact, foundation involvement, volunteer mobilization, employee response
Intranet / Operations Portal
Abbreviated messaging in ticker/header
Updated to reflect status
Removed when crisis is closed
Text / SMS
Critical future capability, not yet deployed.

External Channels

Social Media
Coordinated through PR
Media Outlets
PR spokesperson only
Press Releases
Legal-reviewed, executive-approved

Stakeholder Routing

Audience
C-Suite
Director of Employer Communications
Audience
Directors and Managers
Director of Employer Communications
Audience
Line Employees
Internal Communications Specialist
Audience
Family Members
Internal Communications Specialist
Audience
News Media
Director of PR
Audience
Local Government
Director of PR
Audience
Community
Director of PR