CRISIS COMMUNICATION

PLAN: GRIFOLS
Patricia Florance

Abstract
This document contains important information regarding the handling of communications during
a crisis situation for the Grifols facility in Clayton, NC.

Florance, Patricia
S519625@mail.nwmissouri.edu

Crisis Communication Plan:

Grifols
Clayton, NC Facility
US-70 BUS, Clayton, NC 27520
About Grifols: Grifols is a leading healthcare company that creates plasma derived medicines.
They develop life- saving plasma therapies for people around the world. The Clayton facility has
a production capacity of 3.2 million liters of plasma annually and employs 1,650 people.

Hazards and risks for the company:

Nature

Likelihood

Potential Damage

Tornado
Hurricane
Flooding
Ice Storm
Severe Storm

5
3
3
2
4

5
5
1
2
3

2
1
2
2
1

3
3
4
4
5

2
4
3
3
1
1

1
5
3
4
4
4

Felony/Misdemeanor
Sexual Assault
Physical Abuse
Crime internally
Crime externally
Weapons
Other
Injury
Fire
Chemical spill
Technology Failure
Lawsuit
Product Recall

Notification Procedures:
In the event of a hazard, specific people must be contacted and certain procedures followed to
ensure the safety of individuals and proper action.
The employee who holds the highest position, or the employee best suited, shall contact THEIR
Department Manager AND the Public Relations Manager. This shall be done if it is safe to do so.
The event shall be DESCRIBED IN DETAIL to both the Department Manager AND Public
Relations Manager.
Contact Information:
President: Phone: XXX-XXX-XXXX, Email: XXXXXXXXX
(Name)
Vice President: Phone: XXX-XXX-XXXX, Email: XXXXXXXXX
(Name)
Public Relations Manager: Phone: XXX-XXX-XXXX, Email: XXXXXXXXX
(Name)
Safety Manager: Phone: XXX-XXX-XXXX, Email: XXXXXXXXX
(Name)

Department Managers:
Human Resources: Phone: XXX-XXX-XXXX, Email: XXXXXXXXX
(Name)
IT (Information Technology): Phone: XXX-XXX-XXXX, Email: XXXXXXXXX
(Name)
Bioscience: Phone: XXX-XXX-XXXX, Email: XXXXXXXXX
(Name)
Manufacturing: Phone: XXX-XXX-XXXX, Email: XXXXXXXXX
(Name)

Section A: Notify the Department Manager and Public Relations Manager

Notify the department managers and the public relations manager of a crisis incident. If the
Department Manager cannot be reached, contact the Assistant Manager. If the Public Relations
Manager cannot be reached contact the company President.
Provide facts and details about the incident to both the Public Relations Manager and
Department Manager.
o Facts such as:
What happened and where?
How did it happen?
How was it taken care of, if taken care of?
Was anyone hurt /injured?
Were there casualties?
The more detail that can be given the better.

Section B: Notification of President and Crisis Communication Team

The front desk shall be notified to direct all calls regarding the incident to the Crisis
Communication Team.
The Public Relations Manager shall activate and notify the Crisis Communication Team.
The Public Relations Manager shall notify the President of the Company
The Crisis Communication Team Responsibilities:

Examine and acquire information on the incident and feed it to the Public
Relations Manager.
Answers calls from stakeholders and interact with the media.
Monitor all communication channels on the incident

The Crisis Communication Team will consist of:

The President
Vice President
Public Relations Manager
Safety Manager
Human Resources Manager
Accounting/Finance Manager
Spokesperson/Spokespersons

Section C: The Crisis Procedure

1. The President shall serve as the spokesperson during a crisis, however, if they are
unavailable the President or Public Relations Manager shall appoint a spokesperson.
2. The crisis communication team shall set up and staff their emergency communications
center at the designated facility: Johnston Community College
a. Johnston Community College is nearby with ideal facilities to host equipment,
staff, and meet with the public
3. The Crisis Communication Team will research and acquire information regarding the
incident at hand. All information will be passed on to the Public Relations Manager, the
President, and the designated spokesperson if it that person is not the President.
a. This information will be passed on to all our company employees first through
telephone and email.
b. IMPORTANT: If a member of the company is injured or dead, the FAMILY is
notified FIRST.
c. The information will then be shared publicly through news reporters, social media
(such as Facebook and Twitter), our company websites, and other others sources
to get this information to the public.
4. The Public Relations Manager and the spokesperson will write and approve of
information being released to the publics.
a. Pamphlets, packets, and/or brochures about the information being obtained shall
be made and ready to hand out to the press.
5. Allow proper access to the emergency communication center for those of the media as
well as staff.
a. Allow media personnel in to speak with team and get updates
b. Make sure safety procedures are taken with emergency communication center
access
6. Constantly keep updating the public on whats taking place.
a. Report on any changes or if information is staying the same.
b. Update our own employees as well as the public.

Section D: Our Targeted Audience

Our company wants to uphold good relations with our stakeholders as well as
outside publics. We want to be transparent and open to the public at all times especially
during times of a crisis. The company needs to alert our own of any crisis before we alert
the public. The following shows those who need to be alerted first within our company and
outside of it.
Internal Audience:
1. President
2. Employees
3. Shareholders/Board Members
4. Employee Families
5. Business Associates/Partners
External Audience:
1. News Reporters
2. General Public
3. Social Media (Company Facebook and Twitter)
4. Company Website

Section E: Handling the Media

Those on the company Crisis Communication Team need to know how to handle news
reporters properly and understand the media is important to us in times of crisis. The
media helps our company get information to our audiences.
1. Anyone who is not a spokesperson, or member of the Crisis Communication Team, shall
inform those seeking information to our company spokesperson.
a. The spokesperson is the face of the company during a crisis and will provide the
information the public needs.
2. No opinions, statements, or off the top of your head type remarks shall be made about
the incident and/or company.
a. AGAIN, if you are NOT the spokesperson, please refer and direct all questions to
the spokesperson. Do not answer questions.
3. Respond to media as quickly as possible even if not a whole lot of information is
available. Give them what you can and state you will provide further information as it is
obtained.
4. Saying the wrong thing or not knowing something can create conflict in an already
complicated situation. Know what to say and how to say it when it comes to reporters and
the media:
a. Avoid the statement, No Comment. If you do not know that information say
statements such as, We dont know that right now but once we do, we will let
you know.

b. State factual information the company has on the incident.

c. Use common terminology the public will understand.
d. Keep a positive relationship with the media. Treat them properly and they will
treat you properly.
i. Show emotion, show your character and personality but be professional.
e. If something cant be answered, state why.
f. Make apologies and take responsibility if applicable.
g. Be quick and to the point about information.
h. Dont make promises that cant be kept.
i. If there are injuries or casualties involving an incident, dont say names or give
any information.
i. As states in Section C: If a member of the company is injured or dead, the
FAMILY is notified FIRST.

Section F: Considerations
1. If apologies and explanations are needed, consider putting out a press conference as
well as ads with the President of the company.
a. The President shall be direct and transparent with the incident
b. State an apology and inform the public of what is being done to correct the
matter.
2. The company shall keep in direct contact with those affected internally and externally
by the incident.
a. Making sure apologies are made.
b. Updating them on information.
c. Assuring them that matters are being taken care of and handled.

Section G: Aftermath
1. The incident shall be documented throughout the process.
a. Notes, videos, articles, etc. shall all be saved and collected on the incident
2. A final statement shall be made to the public covering what happened and if procedures
will be taken to make sure it doesnt occur again.
3. All information collected shall be gone over by the Crisis Communication Team to
establish future procedures for incidents.
a. Collect information and analyze among team members.
b. Do an After Action Review on the incident to see what went well and what didnt.
c. Design up new plans or add on to what is already laid out to make sure
improvements are made and crisis will be handled properly.