CRISIS MANAGEMENT PLANPresented by:

Ari Lifschutz, Abigail Nevins,

Dominique Randle, Daniel SagermanNorthwestern University

MSA 406

Description of Crisis

• Duetounforeseencircumstances,headcoachEricTaylorisresigning• AssistantcoachMacMcGillwillserveasinterimheadcoach• Short-termimplications:

• Substantialnegativepublicity• Reflectspoorlyontheorganization’sreputation.

• Long-termimplications:• Rebuildingourimage• Restoringourreputation• MayinfluencefuturecandidatestoavoidconsideringPhoenix

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PROPERTYOFDANIELSAGERMANPrimary

CMT TeamJasonRowleyPresident/CEO

MelissaGoldenbergSeniorVP&General

Counsel

JenniferDegasisSeniorHRCoordinator

Aaron JerzVicePresident,

Finance&BusinessIntelligence/Analytics

MarcusWilliamsDirector,Security

CarlosManzanilloDirector,BusinessCommunications

AlvanAdamsVicePresident,Facility

Management

JeffWingerOutsideConsultant

Note:Contactinformation&Alternatemembersfoundinwrittenplan

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Overall Goal

ThemaingoalforthecrisismanagementplanistoacknowledgetheoccurrencewhilepresentingourstakeholdersandthepublicthatthePhoenixSunsorganizationisbeingproactivetohelppreventdrunkdriving. ThePhoenixSunsrecognizetheirimpactonthecommunityandwanttocontinuetohaveapositiveinfluence.Wewanttodemonstratethattheorganizationisdedicatedtosafetyandareacceptingtheresponsibilitytoaidinthemovement. Throughourinitiatives,wehopetohelpdecreasetheamountofdrunkdrivinginanywaywecan.

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Crisis Policy1. AllrequestsforinterviewsorcommentsregardingCoachTaylor’s

resignationmustbeprocessbythecommunicationsandmediarelationsdepartment.

2. Anycommunicationtomediaoroutsidesourcesmustbecommunicatedwiththemediarelationsandcommunicationsdepartment.

3. EmployeesmustonlycommunicatedetailsCoachTaylor’sresignationtotheappropriatepartiesandmuststaywithintheorganization.

4. AllpertinentinformationanddetailssurroundingCoachTaylor’sresignationwillbecommunicatedonaneedtoknowbasis.

5. Allstakeholderswillbeinformedinatimelymannerandthroughtheappropriatechannelstoensurethattheystayinformedaboutthesituation.

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Key Messages• OurdecisiontohireCoachTaylorwasbasedoffthebeliefthathecouldinspireanddevelopourplayers• CoachTaylor’sactionsdonotalignorreflectthevaluesandmoralsofthePhoenixSuns• ThePhoenixSunswillcontinuetopromoteintegritythroughallofourinitiativesandactions• ThePhoenixSunsarelookingtoprovidethePhoenixcommunitywiththebestexperiencepossible• WewanttoputourselvesinthebestpositiontocompeteandwinanNBAchampionship• ThePhoenixSunsarealsostrivingtoprovidethebestoverallexperienceforourfansandthePhoenixCommunity

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Key Stakeholders

Internal:• OurEmployees• Sponsors• SeasonTicketHolders

External:• Media• Fans• CommunityPartners

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Press ReleaseSUNS COACH ERIC TAYLOR RESIGNS, IMMEDIATE SEARCH FOR REPLACEMENT

SEASON TICKET HOLDERS PART OF SEARCH FOR FIRST TIME EVER

• Senttomediaannouncingmajorkeymessagesandfutureplansforcoachingsearch• PressConferenceDate• Emphasisoncollaborativeeffort• Firsttimeeverinprofessionalsportsseasonticketholderswillhaveasayincoachingsearch• QuotesfromGMandPresidentemphasizingthishireisnotjustaboutwinningbutaboutculture

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Social Media CampaignInteractivepollsengagingfansoncoachingsearch• CollegeCoachorProCoach?• AnalyticsorScouts?• Purposeistoengageourfansandshow

themthattheorganizationhearstheirinput

LiveUpdatesonCoachingSearch• Quotesfrompressconference• Morefrequencytokeepengagement• Announcingnewhireinanimmediate

fashion• Greatforbothfansandmedia

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FAQ’s

• OurFAQrelaysourkeymessages;supportofouroriginaldecisiontohireCoachTaylor,supportinCoachMacMcGillasinterimheadcoach,andfaithinourhiringsystemaswesearchforanewheadcoach• Focusesonthepositiveaspectsofthesituation,andmovingforwardasanorganization• Respondstoallquestionsaskedbythepress,withoututilizing‘nocomment’• Endgoalofmakingourstakeholdersproud!

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Evaluating the CMP

• Similartothehiringcampaign,wewillmeasureandevaluatethe‘buzz’andmentionsoftheSuns/CoachTayloronsocialmedia• Asweseeatransitionfromnegativetopositiveinregardstoourheadcoachsearch,andCMP,wewilllookforregainedsupportamongourstakeholders• Wewillalsokeepaneyeonpreseasonexcitementviasocialmediamentions,engagementonourvariousplatformstodeterminethe“end”ofthecrisis

QUESTIONS?PROPERTYOFDANIELSAGERMAN