Trap PR Co.

Trap PR Co. Crisis Management Plan

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 Trap PR Co.

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 Trap PR Co.
Confidentiality Agreement

This Confidentiality Agreement is made effective as of November 30, 2017

BETWEEN: Trap PR Co., a company organized and existing under the laws of
Maryland, with its main office located at:

4 Todd Court, Thurmont, MD 21788

AND: Caroline Rabiecki, an individual with her main address located at:

123 Circle Road, Thurmont, MD 21788

In consideration of the terms and covenants of this agreement, and other valuable consideration,
the parties agree as follows:

1. LENGTH OF AGREEMENT

This agreement begins retroactively to the beginning of Miss Rabiecki’s involvement with Trap
PR Co.’s Crisis Management Plan development and remains in effect at all times during
consulting, partnering, or other business relationships between the parties and for the periods of
time specified thereafter as set forth below.

2. REPRESENTATION AND WARRANTIES

Miss Rabiecki represents and warrants that her relationship with Trap PR Co. will not cause or
require her to breach any obligation, agreement, or confidence related to confidential information
in this document. Further, Miss Rabiecki acknowledges that breach of this information will result
in automatic termination.

3. CONFIDENTIALITY

In consideration for the disclosure of information generally relating to the Trap PR Co. Crisis
Management Plan, invented by the Trap PR Co. Crisis Management Team (CMT). I agree, as a
duly authorized representative of Trap PR Co., to keep such information confidential and not to
disclose or use such information for any purpose:
a. Unless such information is known by her or her company prior to the date of this
agreement;
b. Unless written permission is obtained from both the Trap PR Co. Head of Crisis
Management or her authorized representative;
c. Until the expiration of five years from the termination of this agreement.

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I understand that the transfer of this information shall not be construed as any right of ownership.
I further understand that this agreement constitutes the entire understanding between the parties
relating to the safeguarding of information transferred, and supersedes all prior related
discussions and understandings.

DATE OF AGREEMENT: November 30, 2017

COMPANY: Trap PR Co.

SIGNATURE:
Caroline Rabiecki

TITLE: Head of Crisis Management

WITNESS:
Anna Trapane

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 Trap PR Co.
TO: Trap PR Co. Employees

FROM: Alex Weightman, CEO

SUBJECT: Trap PR Co. Crisis Management Plan Implementation

DATE: November 30, 2017

The Trap PR Co. Crisis Management Team has developed a detailed crisis management plan to
guide the company in times of emergency or serious issue. This plan is designed to help the
company communicate internally and externally while appropriately executing plans of action
during all phases of a crisis.

Trap PR Co.’s mission as an integrated communications agency is to provide exemplary

marketing, social media, and PR services to help our clients expand their brand and positively
shape their image among constituents. To stay true to our mission, it is crucial for Trap PR Co. to
uphold a professional presence at all times.

The pillars of professionalism in our company are respect, transparency, and awareness. It is our
duty to our clients to remain dependable in all circumstances. Developing and implementing
crisis management tactics to guide Trap PR Co. during times of emergency or serious issue
prepares the company to act in the most appropriate and efficient manners while in a vulnerable
state.

This plan is designed for potential crises when the crisis management team is needed to
communicate with and administer direction to different departments within and outside our
company structure.

Additionally, it is important to understand this document is a guideline. Actions in the plan are
contingent on the crisis and severity of the situation. The crisis management team will use
discretion when communicating and administering direction throughout all phases of the crisis.

If you have any questions, comments, or concerns, please do not hesitate to contact the Trap PR
Co. Crisis Management Team at (301) 271-CMTLine. Thank you.

Sincerely,

Alex Weightman, Trap PR Co., CEO

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Table of Contents

Confidentiality Statement…………………………………………………………………………3

Letter from CEO…………………………………………………………………………………..5

Acknowledgements………………………………………………………………………………..7

Purpose and Objectives…………………………………………………………………………....8

Contact List……………………………………………………….......………………………..….9

Incident Reporting Form…………………………………………………………………………11

Stakeholder Contact List………………………………………………………………………....12

Secondary Contact List………………………………………………………………………..…13

Crisis Action Plan………………………………………………………………………………..14

Potential Outcome Situations…………………………………………………………………….18

Sample News Release …………………..……………………………………………………….19

Key Communication Process…………………………………………………………………….20

Appendix

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 Trap PR Co.
Acknowledgements

As members of the Trap PR Co. Crisis Management Team, we have developed this crisis
management plan as a guide in case of emergency or serious issue. With expertise in crisis
preparation and response, we are prepared and willing to adjust our response as necessary. We
will make all adjustments with careful consideration and regard for what is most appropriate for
Trap PR Co. and the constituents of the company.
We accept responsibility for the preparation and execution of this plan in the event of a
crisis. We will uphold the standards of Trap PR Co. to maintain our valued relationships with
clients and employees.
With full knowledge of what is addressed in Trap PR Co.’s Crisis Management Plan, we
ensure that the company’s integrity is of the highest regard. These plans have been designed to
tactfully maintain Trap PR Co.’s principles and reputation.

_________________________________
Anna Trapane
Head of Corporate Communications

__________________________________
Brooke Burnett
Assistant Head of Corporate Communications

__________________________________
Caroline Rabiecki
Head of Crisis Management

_________________________________
Gordon Brown-Christenson
Assistant Head of Crisis Management

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Crisis Management Plan Purpose

 The purpose of the Trap PR Co. Crisis Management Plan is to properly guide the crisis
management team with knowledge and training of the most effective strategies to lead the
company during a crisis.

 This plan will implement effective channels of communication with stakeholders

throughout all stages of the crisis to ensure information is actively distributed.

 This plan will allow the crisis management team to administer direction to different
departments within and outside our company structure.

 However, the crisis management team recognizes that the plans outlined are guidelines
and may be adjusted to most effectively combat the crisis.

Crisis Management Plan Objectives

 The CMP will provide proper guidance during the pre-crisis, crisis event, and post-crisis.

 The CMP will outline internal and external communication goals and various protocols to
ensure the well-being of all Trap PR Co. stakeholders.

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Contact List
Name Title Contact Information
Anna Trapane Head of Corporate (301) 271-0000
Communications Trapane@TrapPRco.com

Brooke Burnett Assistant Head of Corporate (301) 271-1111

Communications Burnett@TrapPRco.com

Caroline Rabiecki Head of Crisis Management (301) 271-2222

Rabiecki@TrapPRco.com
Informs: employees,
stakeholders
Gordon Brown-Christenson Assistant Head of Crisis (301) 271-3333
Management Brown-
Christenson@TrapPRco.com
Manages: emergency up-date
panel
Alex Weightman CEO (301) 271-4444
Weightman@TrapPRco.com

Informs: impacted client(s)

Helena Woytovich CFO (301) 271-5555
Woytovich@TrapPRco.com

David Mead Head of Public Relations (301) 271-6666

Mead@TrapPRco.com

Connor Ward Head of Media Relations (301) 271-7777

**Spokesperson** Ward@TrapPRco.com

Informs: press
Caroline Ray Head of Client Relations (301) 271-8888
Ray@TrapPRco.com

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Contact List
Name Title Contact Information

Makayla Fee Research Specialist (301) 271-9999

Fee@TrapPRco.com

Christine Hoerman Crisis Management Team (301) 271-0001

Member Hoerman@TrapPRco.com

Cayla Spatz Crisis Management Team (301) 271-0002

Member Spatz@TrapPRco.com

Malcolm Nails Crisis Management Team (301) 271-0003

Member Nails@TrapPRco.com

Christopher Stutzman Crisis Management Team (301) 271-0004

Member Stutzman@TrapPRco.com

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Incident Reporting Form

Name: ______________________________________ Date/Time: ____________________

Position (if Trap PR Co. employee): ________________________________________________

Date of Birth: ________________________________ Zip Code: _____________________

Phone Number: _______________________________

Date/ Time of Incident: _________________________ Location of Incident: ____________

Incident Description:

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Stakeholder Contact List
Name Title Contact Information

Anna Trapane Owner and Head of Corporate (301) 271-0000

Communications Trapane@TrapPRco.com

Caroline Ray Head of Client Relations (301) 271-8888

Ray@TrapPRco.com

Anne and Ralph Irelan Partial Shareholders (301) 447-6265

Irelan@yahoo.com

Bernard Devlin Manager of Devlin (301) 271- 1112

Consulting Co. Devlin@gmail.com

Victoria Hale Manager of Daisy Planning (301) 271-1113

Co. VHale@DPC.com

Alison Elf Manager of Social (301) 271-1114

Revolution, Inc. Elf@SocialRev.com

Corey Jochim Manager of Media (301) 271-1115

ConnXtions Jochim@gmail.com

Nicholas Reid Manager of Nick’s Network (301) 271-1116

NReid@NNet.com

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Secondary Contact List
Name Title Contact Information

Erica West Local Public Safety Director (301) 271-2221

West@PublicSafety.gov

Marybeth Lewis Head of Maryland News (301) 271-2223

Association Lewis@MNA.org

Eric Pressler Pressler Payroll Processing (301) 271-2224

Co. Pressler@PPC.com

Ciaran Fisher Mayor of Thurmont Town (301) 271-2225

Commissioners Fisher@ThurmontTC.com

Peter Burton Station Manager of Channel (301) 271-2226

47 News Burton@47News.com

Ben Lind Station Manager of 99.8 FM (301) 271-2227

WFRE Lind@WFRE.com

Melinda Angerett Station Manager of AM 903 Angerett@WFMD.com

WFMD

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Crisis Action Plan

Crisis at Hand (Organizational Crisis)

Confidential information about a client was purposefully leaked to the public by one of
our employees. Trap PR Co. is facing backlash from the disgruntled client for recklessness and
poor practice management.
All clients are important, but this client in particular has a large stake in Trap PR Co. The
loss of this client could result in tremendous monetary deficit.

Pre-Crisis
 Maintain honest and professional relationships with clients and other stakeholders
o Maintain confidentiality
o Provide important information in a timely manner
o Open communication
 Monitor media outlets regularly and respond appropriately
o Report any concerning activity
 Decide the best step to handle the situation: mass reply, private reply, or
delete comment
 Request feedback from clients and implement improvement plans
 Meet with employees regularly to discuss company goals, regulations, and other pertinent
information
 Maintain open communication channels with employees and clients
 Apply a pre-made emergency update panel on company website (ONLY during
emergency)
**Similar to dark-website**
o Halt regular company practices on the website for time being
o Designed to maintain contact with constituents through updates
o Shows transparency of company

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Crisis Action Plan
Crisis Event
Severity of situation will be determined and proper action will be taken:
 CEO will be notified of the situation
 CMT will be notified of the situation
 A search for the origin of the crisis will be conducted through internal and external
investigations

Initial interactions and dissemination of information:

**ALL LINES OF COMMUNICATION WILL BE MAINTAINED THROUGHOUT THE
CRISIS**
 Client will be contacted immediately and will be informed that we are investigating the
situation
o Via phone or in person, if possible
o By CEO (statement drafted by CMT with personalization by CEO)
o All questions and comments will be addressed by the CEO
 The source that published the confidential information will be contacted
o Via phone or in person, if possible
o By Research Specialist
 Request removal of the confidential information
 Inquire about the source of the confidential material
 Employees will be notified and asked to report any relevant information
o Via company email from Head of Crisis Management (statement drafted by CMT)
o All questions or comments will be directed to the Head of Crisis Management
 Stakeholders will receive customized notices
o Via company email from Head of Crisis Management
o Any questions received by stakeholders will be addressed by the Head of Crisis
Management
 A statement of apology and intent of follow-up investigation will be released to public
o Via a press release including pertinent information

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Crisis Action Plan

o Via ALL social media accounts by Head of Media Relations (statement drafted by
CMT)
 Posts will be crafted appropriately per media channel
o All questions and comments will be addressed by the CMT
 Pre-made emergency update panel will be applied to company website
o Acknowledge and take responsibility for situation
o Provide prompt and accurate updates
o Panel will be managed by Assistant Head of Crisis Management
 IF APPLICABLE, secondary contacts will be contacted directly
o Per situation and severity, contact will be notified of the situation by the CEO or
Head of Crisis Management through the most appropriate means of communication
 IF APPLICABLE, a press conference will be held to release a formal statement
o Per situation and severity, news outlets will be contacted with a formal statement by
the company
o Statement will be given by the Head of Media Relations

Once the source of the crisis is identified:

 Employee will be brought in and questioned by the CEO and Head of Crisis Management
o Employee may be released from the company for breach of confidentiality
o IF APPLICABLE, company will bring legal action against the employee
 A follow-up statement concluding the crisis event and apology will be delivered to the client
o Via phone or in person if possible
o By CEO
 Follow-up statements concluding the crisis event and apology will be sent to employees and
stakeholders
o Via email by the Head of Crisis Management
 Remove emergency update panel on company website

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Crisis Action Plan
 Release statement on company website with an apology about the crisis and the company’s
plans to correct the issue
o Statement by Head of Media Relations
 A follow-up statement concluding the crisis event and apology will be released to media
outlets
o Statement will be given by the Head of Media Relations
o Information will be tailored per outlet (i.e. newspaper, radio, television)
 A follow-up statement concluding the crisis event and apology will be released on social
media
o Via ALL social media accounts by Head of Media Relations

Post Crisis
 Maintain regular work practices
o Continue PR campaigns and networking
 Continue transparency with clients and stakeholders
o Maintain media appearance
o Take responsibility for crisis and clearly identify the company’s intention to correct the
issue
 Create more effective channels of communication with clients and stakeholders
 Apply more thorough investigations of potential employees
 IF APPLICABLE, revise employee contracts:
o Client relation regulations
o Media relation regulations
o Employee expectations
o Employee misconduct management
 Better emphasize company goals, expectations, and values

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Potential Outcome Situations
Client may sue Trap PR Co. for breach of confidentiality contract
 Steps we could take:
o We will apologize to the client, explain we have terminated the employee, and
attempt to mend the relationship outside of court by outlining the service we have
done and can continue to do for them
 Identify the steps the company is taking to correct this issue
 Exemplify the company’s dedication to the client
o We can try to make a financial settlement via a mediator
 This is less expensive than a court settlement
 It may be more civil than a lawsuit and allow the company to repair the
relationship with the client
o Investigate situation thoroughly
o Take proper precautions in the future to prevent the situation
Employee may release confidential information about Trap PR Co.
 Steps we could take:
o Repeat similar procedures to the plan listed in the plan
 First and foremost, contact the agency that published the confidential
information and ask them to remove it.
 Contact the employee and take legal action if necessary
 Clauses in employee contract may have been broken
 IF NEEDED: Release brief statement to clients and stakeholders about the
situation and plan of action
 Via email from CEO
 IF NEEDED: Release a brief statement to the public about the situation
and plan of action
 Via newspaper and social media
 Continue company website as usual
o Investigate situation thoroughly
o Take proper precautions in the future to prevent the situation

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Sample News Release

Trap PR Co.
Trap PR Co.
4 Todd CT.
Thurmont, MD 21788
News Release

December 5, 2017

FOR IMMEDIATE RELEASE Connor Ward

Trap PR Co. Head of Media Relations

Trap PR Co. Investigation into Leaked Information

THURMONT—earlier this morning, Trap PR Co. received information that one of our
client’s information has been leaked to a public source. After investigating the situation, we have
reason to believe the leak was from a Trap PR Co. employee.
As a company founded on professionalism, it is our highest priority to uphold pillars of
respect, transparency, and awareness. We have failed in the light of this event, but will be taking
steps prevent this from happening in the future.
Our company stands by its mission to provide exceptional marketing, social media, and
PR services to our clients. We intend to continue to deliver these results as we proceed through
this situation.
We are saddened by these events, and we understand the frustrations of our clients and
stakeholders. As we take our next steps, we will remain as transparent as we can to rebuild your
trust.
At this time, we will not be taking questions. However, we will continue to provide
updated information on our company website, TrapPRco.com. Thank you.

###

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Key Communication Process
ALL statements:
 Will include similar content
 Will be sincere and professional

Statements to clients, stakeholders, and secondary contacts:

 Will be given by the CEO of Head of Crisis Management
 Will be more formal and detailed
 Will allow further communication between the parties involved

Statements to employees:
 Will be given by the Head of Crisis Management
 Will include important information regarding company procedures during the crisis
 Will allow further communication between parties involved

Statements to media:
 Each media channel will be tailored to appropriately fit the need of each channel
o Statements will be given by Head of Media Relations
o Comments on social media will be monitored by CMT and responses will be
direct, informative, and professional
o Twitter- direct; most import information included
o Facebook- direct; semi-detailed description of the incident with links to further
information
 Company website- official source for most up-to-date and detailed information
 During time of crisis- emergency up-date panel with be enabled
 Managed by Assistant Head of Crisis Management
 No commenting
 Press conferences
o Formally given by Head of Media Relations
o Contains pertinent information to the situation

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Key Communication Process
o Detailed, sincere and transparent
o IF APPLICABLE, questions and comments may be accepted
o Channel 47 News is our television press provider
 Press releases
o Statement by Head of Media Relations
o Informal, but detailed
o IF APPLICABLE, contact information will be included for questions and
comments
o 99.8 FM WFRE and AM 903 WFMD are our radio press providers
o Maryland Newspaper Association is our newspaper press provider

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Appendix
Company Background
Trap PR Co. is an integrated communications agency dedicated to providing top-of-the-line
marketing, social media, and PR services. With our number one priority being the satisfaction of
our clients, we combine proven media tactics with innovative technologies to reach all
audiences.

Our enthusiastic and driven company of 60 employees brings a fresh edge to the industry.
Unique training and exceptional results set our employees apart from the rest with distinguished
departments committed to fulfilling every aspect of your company's promotional needs.

Trap PP Co.'s location in western Maryland allows our company to reach many major cities,
such as Washington D.C., Philadelphia and Pittsburgh, PA, New York City, NY, and Richmond,
VA.

Tell us your story and let us build your brand.

Questions and Answers

Q: How is Trap PR co. going to ensure that preventable organizational crises do not happen in
the future?

A: We will create more effective channels of communication with clients and stakeholders.
Internally, we will apply more thorough investigations of potential employees and better
emphasize company goals, expectations, and values to current employees.

Q: Is there special steps you are taking to monitor social media and client accounts?

A: We have the Head of Media Relations working closely with our Media Monitor and Research
Analyst. Together, we will be able to view and track activity on our media accounts and respond

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to comments, questions, and concerns promptly. As of now, we will be taking steps to create
authorization levels to access client information.

Q: Why weren't more regulations placed in the original employee contracts?

A: Most crises are unforeseen. However, this is not an excuse for our company’s actions. As a
company that values honesty and dedication, we believed we had contracts, expectations, and
regulations put in to place to prevent a crisis of this magnitude. We will be reviewing and editing
these contracts to better reflect our expectations for employees.

Q: Where can I get more updated and factual information during the time of a crisis?

A: Our company website, TrapPRco.com, has the most up-to-date and accurate information
about the company. During times of crisis, we will be implementing an emergency up-date
panel. Additionally, we have various news, radio, and television resources.

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