Sprucegoose Corporation

www.sprucegoose.com

Overview

Who is Sprucegoose?
Cyber-terrorism attacks Sprucegoose!
Strategy & Objectives
Stakeholders/Audience
Plan
Expenses
Metrics/Evaluation
Summary

Confidential | 2

Company Info
Introducing Sprucegoose Corporation

Advanced technology company focused on Aerospace & Defense,

Information Technology, Space, and Emerging Technologies

Formed in 1995 with the merger of two of the worlds premiere technology
companies

Sales of $45.2 billion in 2013

Employs 120,000 people

Headquartered in California USA

Principally engaged in research, design, development, manufacture and

integration of advanced technology systems, products, services

Customers:
The majority of business is with US Dept of Defense, US federal government agencies
Largest provider of IT services, systems integration and training to the US government
Remaining portion of business is with international government

Company Values
Do Whats Right
Respect Others
Perform with Excellence
Confidential | 3

Situation Analysis
Sprucegoose Corp. provides data security for the U.S.
Affordable Care Act Web site, NHIS in Ghana, the U.K.
National Health Service, Singapore Ministry of Health
meaning all data that enrollees have provided for health
coverage is stored and protected by Sprucegoose systems.
On January 9, 2015 the Sprucegoose databases were hacked
by an unknown cyberterrorist demanding $500,000 MM by 5
pm, January 10, or they will gradually release private
healthcare information on the internet and various social
media channels. Sprucegooses clients find out about the
hack 10 minutes after the company is aware because the
cyberterrorists release a video online.
Next steps

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Crisis Checklist
What happened?
Confirm security breach. Do not reveal client names publically but
alert impact clients directly.

Who is to blame?
We are. Our systems obviously had a vulnerability. Accept
responsibility. Demonstrating strength/control/confidence for our
overall reputation moving forward.

Why wont it happen again?

Our focus now is to address the issue at hand.
Follow up messages that can be communicated later include:
Enhanced security to the systems
Communicate to employees so they can be key evangelists
Statement to investors

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Strategy
Assemble Crisis Management Team

Communications
IT
Legal
Corporate Security (Liaison with law enforcement)
Global Market Customer Leaders
Client/Customer Liaisons for each impacted market
Representative from management board

Develop Initial/Holding Statement to be issued within the first 28 minutes

Ensure employees are kept informed as external communications are deployed
Develop customized communication outreach plan for Impacted clients
Host press conference with CEO as main speaker
Other key leaders are present to assist

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Initial statement (The first 28 minutes)

We can confirm there has been a breach in our
systems that contain client healthcare information. We
are diligently working with authorities and are in direct
contact with those government clients that have been
impacted. This is a rapidly evolving situation and we
will share more information as soon as we are able.

Confidential | 7

Stakeholders

Government
bodies
Industry
and
financial
analysts

Investors
Relations

Management
& Board of
Directors

Business
Landscape

Social Media
& Public
Relation

Law
enforcement

Individual
clients
Technology
shifts

Confidential | 8

Action Plan
Communication
Objectives

Communication Deliverables

Target Audience

Communication
Vehicle/Venue

Timing

Initial response so Draft an initial/holding statement

that other sources ensuring audiences that we are
dont craft the story aware and working on the issue.
for us.

External
stakeholders

Send to traditional Within first 28 minutes

wire service; post of incident
to corporate web
site, post to social
media

To inform
employees of issue,
reminding them of
media policy and
where to direct the
questions.

Global employees

Email and posting Within first 28 minutes

to intranet
of incident

Internal use

Internal reporting

Brief message from CEO very

similar to external statement
(attaching media policy and key
points of contact)

To monitor, analyze Engage Social Media monitor

and moderate
team to track the online
online chatter about conversation
the issue.

Within 1 hour from

incident

Confidential | 9

Action Plan
Communication Objectives Communication Deliverables

Target Audience

Communication
Vehicle/Venue

Timing

To establish source of
information for concerned
clients.

Set up dedicated hotlines for

Impacted clients
affected countries/talking point
for call center associates

Call center

Within 2 hours
from incident
and ongoing
updates

To provide assurance to
stakeholders and
demonstrate responsibility.

Press Conference to elaborate General public

on initial statement

Press
Conference

Within 6 hours
from incident

To provide reliable and timely

source of information to the
media so that they do not
turn to alternative sources for
information.

Confidential | 10

Expenses (Kwame)

EXPENSES
Identified Vehicles of Crisis Information
Dissemination
Sprucegoose Corporation used the following
vehicles to provide risk communication and to
inform and instruct the media, citizens, and
partners/stakeholders assure them of the
safety of their health and medical records.

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Expenses (Kwame)
No.
1

Vehicle
Telephone, with calls made to media and partners/stakeholders and received on our
phone bank from citizens;

cost
$3000

E-mail, using prepared media, LHD, and partner/stakeholder lists and listserves;

$100

Fax, using pre-programmed broadcast fax lists on a fax computer and a separate
(redundant) fax machine;

$1000

Partner newsletters and fax and/or e-mail distribution lists;

$2000

Mail and Airborne Express to send video news releases and other bulky items

$1000

Face-to-face, including media briefings and community and town hall meetings;

$2000

ISDH Web site, partner/stakeholder Web sites, and media Web sites;

$1000

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Expenses (Kwame)
No.

Vehicle

cost

Media, including print, radio, and television;

$2000

Printed materials, including Quick Facts sheets (available on the Web) and other specially prepared leaflets.

$3000

10

Media event staging (Tour of company premises by media and willing clients)

$3000

11

On-site video & audio production and editing

$3000

12

Media materials production and wire costs: ( News release, Two backgrounders, Fact sheet , Media advisory

$2000

13

B-roll video

$2000

14

$2000

15

Created materials that explain technical systems or in-house procedures. (If we explain how a technical system
or in-house procedure works and point out where a breakdown occurred or did not occur, there is less chance
of a reporter interpreting the situation erroneously).
Public education campaign (post crisis event)

$30,000

16

TOTAL

$55, 100

Confidential | 13

Evaluation-Ginli
How do we know if our crisis communication plan has been
successful?
Media tracking
News articles reporting on the incident across major news publications are
tracked right from the start of the incident
No. of non-favorable articles
No. of sympathetic articles
Are there a reduction in non-favorable articles after the crisis communication
plan kicked in?

Social Media Analysis

Content analysis
Tracking of conversations on social media
to get a sense of the general sentiments
with regards to the incident
Is there a reduction of conversation
revolving around the incident?
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Summary (Ibrahim & Mohamed)

At the press conference Sprucegoose CEO announces
we will not pay the money/not respond to
cyberterrorism
Deadline came and went, nothing happened
72 hours later, a disgruntled employee was apprehended
who turned out to be part of what was considered an
inside job
Media story (mainstream and social media) became how
Sprucegoose handled the situation responsibly. Even
though there was no business solution, the
transparent way in which the company interacted with
their clients and the general public, as well how the
CEO publically addressed the situation, became a
positive PR story for their reputation.
Confidential | 15

Questions?

Confidential | 16