Documente Academic
Documente Profesional
Documente Cultură
Part 1
Introduction
This crisis communication plan is a thorough guide for directing communications during a crisis.
The plan includes all the information necessary for managing crisis communications during a crisis
situation, including but not limited to:
Table of Contents
Team Mission 4
Possible Crises 5
Media Audit 8
Third-party Supporters 12
Organizational Backgrounder 18
The mission of the Airbnb crisis management plan is to provide detailed information and guidelines
in regards to response and recovery in the event of a crisis or other unplanned interruptions.
Identifying such interruptions early can help our organization minimize the likelihood of crisis
development and assist Airbnb in its continued thriving.
Likely crises your organization could face (categorize these under the crisis types we have
used in class)
Home invasion
Fraud
Murder
Assault
Sexual Assault
Organizational misdeeds
Acts of terrorism
Natural disasters
Protection of user's information
Disease outbreak
Hostage situation
Company Contact Name Media Type Email Phone Reach Social Handle
Number
New York Times Matthew Schneier - Twitter matthew.s N/A 11.5K @MatthewSchneier
- National Styles Reporter chneier@n Followers
newspaper ytimes.co
m
Airbnb currently has active social media accounts on Facebook, Twitter, YouTube, Instagram, and
LinkedIn. The organization also has their website and a mobile app. The amount of followers that
Airbnbs accounts have are:
Based on these numbers, it is safe to say that Airbnb hosts, renters, and fans are active users of
social media.
In the event of a crisis, Airbnb will utilize their online social media presence to inform their publics
as efficiently and effectively as possible. Updates about the event will be posted on Airbnbs
Facebook, Twitter, YouTube, and the Airbnb website (airbnb.com).
Facebook
The Airbnb Facebook page will be used to update publics on the situation at hand and direct them
to the Airbnb website for further information. The avatar of the page will remain the same so
followers can recognize the profile of the organization during the crisis. Airbnb will post articles,
press releases, and any updates on the situation on the Facebook page. The Facebook page will be
managed by employees and responses will be issued to any questions, comments, or concerns
posted by fans. All posts are to be monitored, acknowledged and addressed by Airbnb.
Twitter
The avatar of Airbnbs Twitter account will remain the same. Live tweets and updates will be sent
out through the Twitter account. Due to the 140 character limit, it will be convenient to utilize this
for real time updates as new information about the situation is gathered. If the character count
allows, the Airbnb website will be linked in each post. The Airbnb website will also be posted in the
bio of the account. Responses to questions, comments, and concerns by followers will be issued by
Airbnb.
YouTube
For recognition of the organization, Airbnbs avatar will remain the same as the other social media
accounts. YouTube is a unique platform, and can be used to inform additional followers of the
current situation. Depending on the situation, Airbnbs YouTube account will be used to upload
brief clips of Airbnb employees updating the public on the status of the situation, or to issue
apology statements from the organization. The link to the Airbnb home website will be posted in
the description to direct viewers for additional information.
airbnb.com
airbnb.com will act as the hub for information about the situation. All Airbnb social media accounts
will include the link to the home website. Because Airbnb followers are active on social media,
linking the website to all accounts will drive users to the home website for updates on the
organization and the current situation.
The website will be used as the source for those seeking updates and more information on the
current crisis. Live feeds from the Facebook and Twitter accounts will be linked to the website, in
order for visitors to the page to have constant updates of the situation.
The mission of the Airbnb crisis management plan is to provide detailed information and guidelines
in regards to response and recovery in the event of a crisis or other unplanned interruptions.
Identifying such interruptions early can help our organization minimize the likelihood of crisis
development and assist Airbnb in its continued thriving.
I. Airbnb customers rely on Airbnb to help provide a safe service for them to use when they
travel, whether it be an overnight stay or an activity they are paying for.
II. Airbnb hosts rely on Airbnb to provide them with money for hosting Airbnb customers.
III. Partners of Airbnb such as; Make-A-Wish Foundation, San Francisco Giants, and others, rely
on Airbnb to maintain partnerships both through monetary contributions and by upholding
its reputation to help partners reach goals.
IV. Airbnb employees rely on Airbnb for for job security and ethical working standards.
Crisis communication locations:
I. Crisiss Site will be a location the crisis should be at if possible. Not all team members may
be necessary as other locations will need direction from team members. This location may
be potentially dangerous and team members should follow law enforcement direction if
necessary. Team members should avoid location if it will cause potential personal harm to
their persons.
II. Main Administrative Offices for Airbnb are located at 888 Brannan Street San Francisco, Ca.
4th floor. This main location is where our headquarters are located, and is where important
decisions that will impact all of Airbnb and its publics will be made. Reporters and media
networks will come to this location for information if another location is not specified.
III. Public Relations Offices will manage communication efforts with the media as they receive
them from the Crisis Communication Media Relations Manager, Ty Fiesel. In the instance of
a crisis, this location will also be used as the Crisis Communication Center, as it is equipped
to manage all communication efforts necessary during crises.
There are many various communication channels that can be used to address a crisis. The different
channels are used to ensure you are reaching each target audience in an appropriate manner. Each
Stakeholders Email
When a crisis occurs, the beginning minutes and hours make the primary impact. During
this initial period, publics and stakeholders, including the media, form impressions of
Airbnb and how the organization will handle the situation. Because of this, it is important
to state the facts, include key messages, and provide stakeholders with as much relevant
information as soon as possible.
Depending on the severity of the crisis, Airbnb headquarters may reach out to impacted
hosts or renters to obtain additional public statements and key messages.
Headline
Secondary headline (if applicable)
City______ - Lead Of The Story, should quickly answer who, what, where, why, when of story in
30 or fewer words.
Who is affected ______________________________________________________________
What is going on _____________________________________________________________
Where is this happening ______________________________________________________
Why is this important _________________________________________________________
When did/will this happen _____________________________________________________
(more)
Quotes
A quote can be included, provided it is from a predetermined source within Airbnb. The content of
the quote should address situational awareness, empathy towards affected (if applicable) and/or
actions being taken by Airbnb to address situation.
Name of spokesperson ___________________________________
Title of spokesperson ____________________________________
Key Message 1:
__________________________________________________________________________________________________________________
______________________________________
Supporting Point 1.1
__________________________________________________________________________________________________________________
______________________________________
Supporting Point 1.2
__________________________________________________________________________________________________________________
______________________________________
Supporting Point 1.3
__________________________________________________________________________________________________________________
______________________________________
Key Message 2:
__________________________________________________________________________________________________________________
______________________________________
Additional Information:
For more information, please contact:
Contact name:
Contact title:
Contact email:
Or visit:
www.airbnb.com
Founded in 2008, Airbnb has established a digital community that provides users the opportunity
to list, discover and book accommodations across the world.
Whether youre looking for an apartment for a night, a castle for a week, or a villa for a month,
Airbnb connects people to affordable travel experiences across 191 countries. With an expanding
community and customer service as unique as the locations themselves, Airbnb is the premiere
travel app that allows users to monetize their extra space to an audience that spans the globe.
Crisis situation:
__________________________________________________________________________________________________________________
__________________________________________________________________________________________________________________
__________________________________________________________________________________________________________________
__________________________________________________________________________________________________________________
Details:
Caller: ________________________________________________________________________________________
The chief business affairs and legal officer will take the lead in educating our community about how
and when hosts/guests would get messages from Airbnb in an emergency. Airbnb will conduct at
least one test quarterly of the Airbnb alert system tool, which include email, text messaging,
website, and phone line.
Airbnb will conduct an annual drill of crisis management with participation by members of the
crisis management team. The crisis communications plan will be tested at these times with
participation by members of the crisis communication team.
As part of this process, the chief business affairs and legal officer will schedule media training
sessions for all executive-level leaders. After the initial session to train all executive-level leaders ,
sessions will be scheduled annually for people who are new to the crisis management team. Every
two years, all members will attend a refresher course in media training.
Once a year, we will need to update a number of items contained in this plan. The crisis
communications team leader will update phone lists for its crisis management team and executive-
level leaders, and the crisis communication team. The crisis communication manager along with the
vice president of employee experience will oversee updates and improvements to email lists for
internal audiences.
The media relations manager will oversee updates of media lists and fact sheets.