Crisis Communication Plan

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Crisis Communication Plan
Introduction
Introduction
Company History
Mission Statement
Acknowledgement
Definitions
Crisis Strategies
Risk Assessment
Key Products
Key Services
Crisis Management Checklist
Crisis Communication Center
Market Standing
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Notification Procedures
Notification Tips
Crisis Communication Team
Proprietary Information
Key Publics
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Media
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Media Policies and Procedures

Key Media
Dos & Donts of Media Interaction
Handling Negative Comments
Handling Misinformation
Crisis Plan
Summary of Included Plans
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Hacking
Introduction
Strategies
Procedures
Case Study 1 Anthem
Case Study 2 Home Depot
Case Study 3 JP Morgan
Case Study 4 Sony Entertainment
Case Study 5 Target
Information Alert Sequence
Phone Tree
Talking Points and Scripts
Press Release
Media Advisory
Press Conference Script
Sample Media Questions
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Post Crisis Evaluation Sheet
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Stock Drop
Introduction
Strategies
Procedures
Case Study 1 AOL/TWC
Case Study 2 Dell
Case Study 3 Lehman Brothers
Case Study 4 Mechel OAO
Case Study 5 Twitter
Phone Tree
Press Release
Media Advisory
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Management Malpractice
Introduction
Strategies
Procedures
Case Study 1 AIG
Case Study 2 British Petroleum
Case Study 3 Enron
Case Study 4 Freddie Mac
Case Study 5 Worldcom
Phone Tree
Press Release
Media Advisory
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References
Reference List
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Introduction
Introduction
______________________________________
Purpose
Comcast Corporation Crisis Communication Plan (CCP) outlines the roles,
responsibilities, and protocols that will guide the companys actions in promptly sharing
information with all of Comcasts audiences during an emergency or crisis.
For the purposes of this plan, a crisis is defined as a significant event that prompts
significant, often sustained, news coverage and public scrutiny and has the potential to
damage the companys reputation, image or financial stability. A crisis could be
precipitated by an emergency or a controversy. An emergency is a fire, hurricane, crime
or other event that presents a threat and typically involves a response from police, fire
or emergency medical personnel. A controversy better describes such events as
management malpractice, rumors, or loss of stakeholder confidence.
Scope
The audiences for this plan are management, employees, and staff of Comcast
Corporation.
Objectives
Our guiding principle will be to communicate facts as quickly as possible, updating
information regularly as circumstances change, and to ensure the continued operation
of our services. Our efforts will simultaneously accurate and quick may mean some
communication is incomplete. We understand that during a crisis or an emergency we
might not have all the information the public may believe we have, and in that case we
accept responsibility. It is imperative to speak with accuracy about what we know and
not to speculate about details we do not know.
We will use multiple mediums to reach as many people as possible with accurate, timely
information. This is especially important in the first hours and days of an emergency or
crisis.
Comcast Principles
Comply with all applicable laws, regulations, policies and contracts governing our
business
Be honest, fair and trustworthy in all your business activities and relationships
Protect our assets and information and the assets and information entrusted to
us by others
Avoid conflicts of interest, and the appearance of such conflicts, between work
and personal affairs
Compete responsibly in the marketplace
Treat our employees, stakeholders, and customers fairly and operate in an
environmentally responsible manner
Goals and Objectives
_____________
The goals and objectives included in this CCP are intended to be a general overview of
what is included in each plan. These goals and objectives will guide the companys
actions during an emergency or crisis.
Goals
Identify potential crises and threats

Minimize risks
Provide employees with detailed guidelines in order to reduce ambiguity and
confusion in a time of crisis
If a crisis occurs, the crisis plan will speed the response time and improve overall
effectiveness
Objectives
To comply with all applicable laws, regulations, policies and contacts governing
our businesses
To maintain our customers and employees safety
To communicate openly, accurately, early, and often during a crisis
To make sure we understand the causes of crisis and to take measures to
prevent them in the future
To protect our assets and information and the assets and information entrusted
to us by others
To ensure our customers are satisfied with the services we provide
Company History
________________________
What started as a small joint venture between three partners, Ralph Roberts, Daniel
Aaron, and Julian Brodsky, has turned into Americas largest telecommunications
provider. Comcast was founded in 1963 in Tupelo, Mississippi when Roberts, Aaron,
and Brodsky purchased Jerrold Electronics for $500,000. The Company started with five
channels and 15,000 customers. Comcast now the largest cable company and home
internet service provider in the United States.
Although Comcasts assets and market standing have grown considerably, the
company still holds close the family values on which it was founded. Ralph Roberts
nurtured a family atmosphere among employees and encouraged the local cable
systems to help people in need in their communities. Today, Comcast, run by Ralphs
own son, Brian, uses its company position and leverage to continue the practice.
Comcast believes in the power and possibilities of media and technology. The company
strives to bring both media and technology together to inform, empower, and inspire
people to not only move our business forward, by move communities forward.
Philanthropy
____________________________________
Through the Comcast Foundation, Comcast has contributed more than $157 million to
help strengthen the communities the company serves. The Company invests in
programs and non-profits that promote expanding digital literacy, promoting community
service, and building tomorrows leaders.
Comcast also supports organizations that celebrate diversity. Through funding, in-kind
contributions, internship programs, mentoring partnerships and other efforts, Comcast
ensures the next generation of diverse media leaders have the opportunities to achieve
their dreams.
Mission Statement
_______________________
To be the most successful telecommunications provider in the industry.
Our Mission:
We believe that a business has ethical as well as economic responsibilities and will
prosper most in an environment that is ethically sound. We are committed to acting with
the highest ethical standards and to protecting our reputation for integrity.
At Comcast and NBCUniversal, we believe in the power and possibilities of media and
technology. Its more than what we do, it's who we are. Were a company of about
136,000 employees committed to leveraging our global assets in ways that go beyond
creating value for our customers and shareholders to connecting and strengthening
communities. As a company uniquely positioned to inform, empower, and inspire, we
embrace the opportunity to create conversation and mobilize action to address some of
the nations most critical issues. At Comcast and NBCUniversal, its not just about
moving our business forward, its about moving people forward.
As Comcast evolves, we continue to look to the futureseeking out new
communications technology, new opportunities, and more choices. We want to continue
to provide people with the communications products and services that connect them to
what's important in their lives.
Acknowledgment
_______________________
Thank you for facilitating the necessary information to create the crisis communication
plan. It is essential for each employee to read and study this plan.
In the event of an emergency or crisis, this plan is authorized to be put into effect. The
Crisis Communication Team is authorized to act on behalf of the company and in the
Companys best interest.
_________________________
Signature
________________
Date
___________________________________________________
CEO / Brian Roberts
_________________________
Signature
________________
Date
___________________________________________________
Director of Public Relations / Sherlock Holmes
Definitions________________________________________
Following are definitions of key terms and team descriptions as used in this CCP:
Crisis
A crisis is defined as an incident that requires responsive action to preserve business
services.
Crisis Communications Team (CCT)

The Crisis Communications Team (CCT) refers to a group consisting of, at minimum,
the Chief Communications Officer, Public Relations Director, ____insert other players
here____________________, whose strategy is to collaborate and communicate
across all appropriate channels to ensure effective ongoing communications to targeted
audiences. Other personnel can be asked to serve on the CCT on a case-by-case basis
as determined appropriate.
Emergencies
Emergencies are incidents, either natural or man-made, that pose an imminent threat or
danger to the company and require responsive action to protect life or property.
Emergencies may constitute incidents of major crimes, natural disasters, severe
weather, fires, bomb threats and other situations as determined necessary and
appropriate by the Emergency Operations Group.
Crisis Management Plan (CMP)
Crisis Management Plan (CMP) establishes a management framework for Comcast
Communications to follow during an emergency. The CMP is the management system
that defines the organization structure and general procedures for the management of
people, information, activities, and operations during the emergency to facilitate
effective response and recovery from the emergency.
Threshold
A threshold is defined as the point where an issue becomes a crisis. Each plan will
include their own threshold checklist. A crisis should not be declared unless this
threshold is met. Each crisis has its own threshold which is unique to its own problems.
Why Prepare?
Crises may take many forms - violent acts, natural disasters, mechanical breakdowns or
employee unrest, for example. Whatever the type of crisis, Comcast must be prepared
to keep internal and external publics informed through clear, accurate, consistent, and
concise communications.
As a public company, Comcast strives to be forthright and timely in communications.
Decisions regarding communications during a crisis will be guided by the commitment to
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public disclosure and the publics legitimate right to be informed, balanced by the right
of the individual for privacy and personal security. Also to be considered is the effect
that immediate public disclosure could have on impending investigations or legal
actions.
Crisis Strategies
__________________________________
The following are definitions of specific crisis strategies that are used throughout this
CMP.
Apologia
This is a strategy that often sounds like an apology, but doesnt require one. Its usually
utilized as a form of self-defense when companies are faced with a crisis.
Bolstering
A method that aims to reduce the impact of a crisis by talking about all of the good
things that the organization has done.
Compensation
Like bolstering, this strategy attempts to lessen the effect of a crisis, but instead shows
what the organization is doing to make things better as a whole.
Ex: offering special deals and discounts to people affected by the crisis, or
compensating for losses incurred during the crisis.
Corrective Action
This strategy is often coupled with other mentioned strategies, but involves putting in
the effort and taking action to fix the issues that caused the crisis. The downside is this
often suggests that the company has done something wrong.
Defeasibility
A strategy that focuses on avoiding responsibility, where a company states that they did
everything that anyone could have done to prevent or fix the situation.
Differentiation
This strategy focuses on comparing and contrasting the current crisis with ones that
have occurred in the past.
Transcendence
This helps lessen the negative impact of the company during a crisis by claiming that
the crisis is bigger than that, and that it should be addressed at a higher level.
Ex: blaming the US economy for a financial crisis.
Minimization
Minimize the negative impacts of the crisis.
Ex: The overall damage from the hack was minimal.
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Mortification
Statement of remorse and acceptance of responsibility for a crisis.
Ex: We are appalled by the actions of this individual.
Provocation
The crisis was a result or response to someone else's actions.
Simple Denial
To simply deny an accusation. This is effective when the accusation is false. Denying
an accusation that eventually turns out to be true can lead to an even larger crisis.
Shifting the Blame

Blaming someone else or another organization for a crisis.
Ex: Ford shifting the blame to Firestone for the tire failure crisis in 2000.
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Risk Assessment
_____________________________
Comcast is a large company holding much of the market share in most of the United
States. Although Comcast does not have to worry about consumers going to find
competitors, they should still be concerned with dissatisfied customers and regulatory
issues that can impact how the company runs and delivers services that can also affect
its stock (NYSE: CMCSA) share and interest to shareholders.
Issues that could become potential crises for Comcast:
Hacking could cause problems for the company important confidential files and
important customer and stakeholder account information could be at risk.
Dropping stocks could create problems for investors and stakeholders and could
cause a drop in revenue earned from investments.
Customer service issues due to employee error or poor management can cause
potential issues for the company since Comcast could be rated poorly in
customer service outlets. This can affect their market standing and shareholder
interests.
Online streaming provide considerable competition to Comcasts XFinity and
cable services as they offer similar services for lower prices. In addition, the
streaming services such as Netflix, Hulu, Amazon Prime, etc use Comcasts
cable lines for their services.
TWC / Comcast Merger Failure can create problems with Comcasts image and
stakeholder perceptions.
Social Media incidents can spark public outcry and promote activism against the
company
Storm outages can cause problems to communications services, including
damage to cable lines and disconnected service
The Crisis Communication Team (CCT) has identified hacking, stock drop and
management malpractice as the three top concerns for Comcast. These crises are the
most likely to occur, due to a change in social and societal trends, current business
practices and have the potential to escalate to crises severely damaging Comcasts
reputation and viability as a company.
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Key Products
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Comcast has several key products including Comcast Cable, NBCUniversal, ComcastSpectacor, and Comcast Ventures, each of which follow Comcasts mission of bringing
together the best in media and technology to drive innovation and create the worlds
best entertainment and online experiences.
Comcast Cable
Comcast Cable is the nations largest video, high-speed Internet and phone provider to
residential customers under the XFINITY brad as well as to business. Comcast has
invested in technology to build a sophisticated network that delivers the fastest
broadband speeds, and brings customers personalized video, communications and
home management offerings.
NBCUniversal
In 2009, Comcast and General Electric announced they have a definitive agreement to
form a joint venture consisting of NBCUniversal businesses and Comcasts cable
networks, regional sports networks, and certain digital properties and unconsolidated
investments. NBCUniversal owns and operates a valuable portfolio of news and
entertainment television networks, a premier motion picture company, significant
television production operations, a leading television stations group, world-renowned
theme parks, and a suite of leading Internet based businesses.
Comcast-Spectacor
In 1996, Comcast joined with entrepreneur Ed Snider to form Comcast-Spectacor, a
sports venture owning the NHL Philadelphia Flyers and the NBA Philadelphia 76ers and
operating hundreds of entertainment venues across the country. Comcast-Spectacor is
a leader in the sports management industry, providing high quality sports and
entertainment to millions of fans around the world.
Comcast Ventures
In 2011, Comcast joined with Peacock Equity Fund to form Comcast Ventures. Comcast
Ventures oversees a portfolio of investments valued at approximately $750 million.
Comcast Ventures invests in innovative businesses that represent the next generation
of entertainment, communications and digital technology by partnering with
entrepreneurs who have the vision, passion, and tenacity to succeed. Most investments
are in the advertising, consumer, enterprise, and infrastructure sectors. Comcast
Ventures provides its portfolio companies with countless resources, relationships and
know-how to help them perform at the highest possible level.
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Key Services
______________________________________
The Crisis Communication Plan (CCP) included in this folder pertains to Comcast
Cable, each of Comcasts other ventures must follow their previously prepared CCPs.
Included is a list of Comcast Cables key services.
Comcast Cable
From its earliest beginnings Comcast has devoted itself to merging media and
technology with family values to provide the best services and innovation for its
customers, employees, and stakeholders. Comcast Cable includes the following
services.
TV
Comcasts Xfinity TV brings customers more of the content they love, wherever they
are, on any device. The X1 platform is an Entertainment Operating System that gives
customers an interactive TV experience, providing instant access to all of their
entertainment. Leveraging Internet Protocol (IP) technology and Comcasts cloudenabled servers and network, the X1 platform enables customers to get integrated
search, personalized recommendations and apps on TV. As part of cloud technology
innovation, Comcast is currently rolling out the X1 DVR with cloud technology and life
in-home streaming.
Internet
Comcasts Xfinity Internet offers a wide range of flexible and reliable services, including
the nations fastest internet with our Extreme 505 tier and the nations fastest in-home
WiFi via the Xfinity Wireless Gateway - all made possible through decades of
investment in building a network that makes broadband widely available. Outside the
home, Xfinity Internet provides our Internet customers free access to an expanding
network of nearly one million WiFi hotspots in select cities from coast to coast. Internet
customers have a dashboard called Xfinity Connect, an online portal to access email,
contacts and calendars, to program DVRs and to listen to voicemail.
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Crisis Management Checklist____________

The list is a brief overview of the steps for crisis management.
Initial
Notify the Crisis Intervention Team (CIT) and open the CCC
The CIT works cooperatively with members of the CCT
_____ Set up sign-in/sign-out system
_____ Set up a message board
_____ Give each crisis team member an ID badge so that the individual is easily
identified
Administrative support arranged
Venue(s) for meetings arranged
In case of criminal wrongdoing, police informed
Document crisis and determine facts
o What do we know for fact?
o What do we not know, but need to know?
o What do we think/conclude is going on?
o What do we predict may happen next?
Inform all staff members of the situation
Access degree of impact on the company
Preparation to address the public
Evaluate the situation

o Determine all of the issues surrounding the crisis
o Evaluate the medias level of interest and tone
o Is the government involved?
o Reference the frequently asked questions sheet to prepare for public
questioning
Determine the audiences
o Identify the groups that are affected by the situation and what concerns
they have
Develop a plan of action for internal and external communications
Determine what information is to be shared with
_____ Employees
_____ Shareholders
_____ Media
Determine how the information is to be shared
_____ Written bulletins and/or letters
_____ Phone calls
_____ Community meetings
_____ Press conferences
Refer to key messages within each crisis plan that guarantees the Company will
be proactive in resolving the situation.
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Addressing the Public
Contact critical internal audiences

Begin media outreach
Evaluate the message effectiveness
Constantly update staff, stakeholders, and the public as the situation progresses
Provide examples of solutions and changes that will be implemented in the future
to prevent further crises and restore Comcasts image.
o Determine, if community relations efforts are needed
Continue to communicate post-crisis
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Crisis Communication Center____________

The Crisis Communications Center (CCC) is the nexus for all communications among
the teams involved in crisis recovery.
Location A:
526 Colorado Ave.

Philadelphia, Pennsylvania
01567
(563) 388-9857
Equipment:
Computers running the applications needed by

management as specified in the disaster recovery plan
Servers
High speed wired and wireless internet
E-mail program compatible with the company standard
and with a known and verifiable address, preferably
within the companys domain and firewall
Television
VCR
DVD Player
Emergency cell phones
Fax machine and copier
Landline
Tables and Chairs
______________________________________________________________________
Location B:
19845 Samson Pl.

Philadelphia, Pennsylvania
01567
(563) 458-1283
Equipment:
Computers running the applications needed by

management as specified in the disaster recovery plan
Servers
High speed wired and wireless internetE-mail program
compatible with the company standard and with a known
and verifiable address, preferably within the companys
domain and firewall
Television
VCR
DVD Player
Emergency cell phones
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Fax machine and copier

Landline
Tables and Chairs
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Market Standing
___________________________
Two primary businesses (CMCSA, CMCSK): Comcast Cable and NBC Universal
Under the XFINITY brand, Comcast Cable delivers video, high-speed internet
and phone services
(Current Stock standing as of 4/22/15 according to Marketwatch.com)
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Crisis Communication Plan

Notification Procedures
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Notification Tips
_____________________________
When facing a crisis it is crucial to communicate early and often. Therefore, the first
thing to do when a crisis arises is to notify internal and external publics. Throughout the
crisis process, it is important to keep updating these publics regarding any new
information available.
Important
The first step in taking media related procedures during a crisis is setting up the Crisis
Communication Center.
The location of this media outpost should be separate from the building to ensure
that the media are at a neutral distance.
In the event of visual operations, such as fire or rescue, the media center should
be in visual range of the crisis.
The CCC should be prepared to communicate via social media, online releases,
and spokesperson interviews.
Once the location has been selected, you must select a spokesperson to address key
publics.
The person should be selected based on who has the most credibility in the
situation
o Ex: In the case of a security breach the CEO or head of security would be
good selections.
Locations for interviews and press briefings will be decided by the crisis
communications team based on the situation.
When considering content to include, consider the following:
It is important the public feel that you are communicating with transparency.
o Communicate a sense of trust without releasing proprietary information.
Remember that the press has the right to interview anybody; if they dont get the
answers they want from you, they will attempt to find them elsewhere.
o It is vital that the company express its message before other sources have
a chance to speculate.
What is released to one media source should be made available to all media
sources.
When communicating to both internal and external publics it is important not to
speculate. It is important to communicate when we have information.
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Crisis Communication Team_______________

Once the threshold has been reached and a crisis has been determined, the CCT will
be in charge of executing the CCP and organizing the post-crisis recovery.
Crisis Team Administration Office: (714) 823-5137
Office of Public Relations: (714) 547-8967
Name / Position
Cell Phone
E-mail
(714) 909-4569
jayz@comcast.com
CEO
Brian Roberts
Chief Communications
Officer
Kanye West
(714) 879-5466
Directior of Public
Relations
(714) 896-4433
sholmes@comcast.com
(714) 467-8821
queenb@comcast.com
Head of Legal Department

Rick Ross
(714) 932-4324
theboss@comcast.com
Director of Security
Aaron Hernandez
(714) 467-9937
hernandez@comcast.com
Human Resources
Marshall Mathers
(714) 458-9875
slimshady@comcast.com
Sherlock Holmes
Vice President of
Operations
Beyonce Knoweles
kwest@comcast.com
In the event of a department specific crisis, be sure to include the head of the
department as well as any personnel involved.
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Proprietary Information_______________________
In the event a crisis affects Comcast, certain proprietary information must not be shared
without the approval of CEO, Brian Roberts. This information includes:
o
Personal Information:
Employees: Comcast employee information, including salary, social
security numbers, and other sensitive information
Stockholders: Privacy of the utmost concern, contact information
and financial records are to be kept confidential
Customers: It goes without saying that no information about
customers is to be released without their permission.
Internal Documents:
Transcripts: Information from closed discussions such as meeting
minutes and dialogue will remain classified.
Location: The location of Comcast Servers or cable hubs is not to
be revealed.
Products: Information about Comcast Communications products,
including Comcast XFinity, must not be released without prior
approval.
Promotional and Marketing Strategies:

Promotional Developments: Any and all promotional developments
must remain concealed until the scheduled time of release.
Marketing Strategies: Any and all marketing strategies used by
Comcast should remain private information, as a means to increase
profits and maintain a competitive edge
In the event a Comcast employee, spokesperson, or crisis team member is unsure of

whether information is regarded as a proprietary, it should be treated as such.
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Key Publics
_________________________________________
Internal publics are identified as people employed by Comcast or are intimately involved
with the functioning of Comcast Communications.
Comcasts internal publics include:
Executives
Board of Directors
Corporate Officers
Shareholders
Employees
Subcontractors
Interns
External publics are identified as people who are impacted by Comcast as clients and
community partners.
Comcasts external publics include:
Customers
Media
Competitors
Government Officials
Public Officials
Surrounding Communities
Community Leaders
Union Officials
Distributors
It is important to remember internal and external publics are different and must be
treated as such. Included in this plan are communication strategies for internal and
external publics and each subtype within each public. Each type of public will be notified
through media, press briefings, press releases, email, phone calls, town meetings, and
forums that is unique to the type of public involved. Comcast will also make additional
information regarding the crisis available on our website
www.corporate.comcast.com/news-information.
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Media
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Media Policies and Procedures________

The first step in taking media related procedures during a crisis is setting up the Mobile
Media Center (MMC). The location of this media outpost should be separate from the
building to ensure that the media are at a neutral distance. In the event of visual
operations, such as fire or rescue operations, the media center should be in visual
range of the crisis.
Spokesperson
o Trained persons directed at appealing to key publics
o Locations for interviews and press briefings will be decided by the crisis
communications team.
Content
o It is important that they feel that you arent trying to hide anything.
o Transparency
o However, remember that reporters have the right to interview anyone they
want to and if they dont get the answers they want from you they will get
them somewhere.
o What is given to one (such as access to an area affected by the crisis)
should be available to all media
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Key Media
__________________________________________
The following list contains the key media contacts that should be invited to press
briefings or made aware of press releases. All the listed sources are general media who
can reach key publics.
Associated Press
Irene Adler
(212) 612-1500
iadler@ap.org
Bloomberg
Arthur Pond
(555) 786- 4354
apond@bloomberg.com
CNN
Mary Morstan
(565) 394-8900
mmorstan@cnn.com
Philadelphia Inquirer
James Moriarty
(606) 254-6758
jmoriarty@philinq.org
CSPAN
John Watson
(818) 294-9832
jwatson@cspan.com
NBC
Brian Willams
(494) 867-5309
bwilliams@nbc.org
Philadelphia Daily News

Sherlock Holmes
(424) 963-6625
sholmes@phillydailynews.org
New York Times

David Carr
(909) 592-6617
dcarr@nyt.com
Los Angeles Times

Jeb Bartlet
(845) 584-6985
jbartlet@latimes.
Wall Street Journal

Homer Simpson
(545) 444-8900
hsimpson@wsj.com
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Dos & Donts of Media Interaction_

The media is a powerful tool during a crisis, they can shape the story and help Comcast
recover as soon as possible. When speaking to the media it is the spokespersons job
to be clear, concise and accurate. To make this process less intimidating, the CCP
includes several dos and donts of media interaction.
Dos
1)
2)
3)
4)
5)
6)
7)
8)
Do think before you speak

Do be message-oriented
Do tell the truth
Do stay on the record
Do stick to key messages
Do follow up
Do set expectations
Do create time-lines
Donts
Do not be offended by a reporters ignorance

Dont be impatient with a reporter
Dont accept definitions
Dont argumentative
Dont speak in jargon
Dont speculate
Dont sound defensive
Dont say no comment
Dont give off the record statements
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Handling Negative Comments________

During a crisis emotions run very high. It is only natural for some to express negative
feelings towards Comcast and its ability to manage the crisis. In the event negative
comments appear either in print, in blog comments, on social media, or in a press
conference there are several things to keep in mind.
Document it
If negative or controversial comments come up on Twitter, Facebook, our website
comments, etc., the first thing that should be done is take a screen capture or document
it in some way. Some things can be deleted by the poster, so it is important to have
proof if the matter is contested or the issue escalates to a more serious matter.
Do not delete negative comments

It will only aggravate the commenter, or move the conversation elsewhere. Deleting
things on the internet is an illusion anyway, and will bring into question our integrity to
not only the complainer, but all our followers. Do block users who abuse the site, and
remove inappropriate comments (i.e., racist, derogatory, pornographic, etc.), ones that
are too far off-topic, or just trying to use our site to sell a product or service.
Keep it cool
Its not uncommon that an offended customer or internet troll is trying to get an
emotional reaction or response from their post. It is critical that we never take it personal
or engage or challenge the person negatively. Remember, this is in the public, and we
are being judged not only the poster, but all our followers. Act as if you are responding
to an angry mob: being right might not be the end goal. You dont have to reply to
everything. If the comment is clearly an attack or an effort to pick a fight, let it go.
Check your head

Social media is just like any other social experience to the extent that there is never a
clear answer, it is chaotic and unpredictable just like any other social experience. Before
reacting, communicate the issues to your colleagues and leadership. Remember, social
media does not work in the same way traditional public relations.
Dont Delay
Word travels swiftly on social networks, so respond quickly, particularly during a crisis.
Were talking hours (or less) here, not days. A slow response can damage Comcasts
reputation.
Respond to each complaint in the public stream

The culture of social media demands that you are addressing the issue. That doesnt
mean you have to discuss every detail in public. So tweet or comment back and say
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something like please email me more info or looking forward to helping you. Can you
DM/messaging me more? Also when its resolved, tweet that back as well. Try Thanks
so much for letting us know. I hope the issue has been resolved for you? Follow up is
key. If its on Facebook, make sure you comment on the original stream where the
complaint was written.
Consider another avenue from complaints

Chances are, the customer is not seeking to rat you out on the social sites. They just
want to vent to their friends, or force your hand to address the issue. So make sure you
publicize other options for customers to talk to you and assurances that you will. Then
follow through and get back to our customers quickly.
29
Handling Misinformation
_______
In a crisis information arrives quickly from a variety of sources. As the crisis progresses,
information may change and the spokesperson may need to correct misinformation.
Below are some tips for how to correct incorrect information.
Once it is clear misinformation is being spread, it is imperative to fix it as soon as
possible, preferably in the same style as it was disseminated. For example, if
misinformation was given during a press conference, another press conference may be
needed to fix the information.
Be clear what information was incorrect and how it has changed

Be honest
Clarify that information is coming in very fast and you will give the press
information as soon as possible
Apologize if Comcast was responsible for the misinformation
Repeat talking points included in each crisis plan
30
Crisis Plans
31
Summary of Included Plans_____________________

Based on industry research the following areas show possible vulnerabilities in the
areas the CCT has deemed potential threats most likely to apply to the Comcast
Company.
Comcast strives to maintain a positive brand image within the community. Assessment
by the CCT has placed excess vulnerability, within the Comcast and other
telecommunication companies, has led Comcast to place the greatest risk in the
following areas:
Hacking
In the digital age, there is no such thing as absolute security. In recent years hacking
has become the de facto threat to large companies. Some of the largest corporations
have already been subject to hacking of consumer information. Examples include Sony,
Home Depot, JP Morgan, Target, and Anthem. Comcast is no different. Comcast is a
large company in charge of handling a large amount of consumer and employee data.
The Crisis Team has decided this is the number one threat to Comcast considering the
recent increase in hacking attempts both domestic and internationally.
Stock Drop 20%

As a publicly traded company, Comcast is constantly monitoring its shareholders
concerns and its market status. The Crisis Team has decided a stock drop of 20% or
more is our second most likely crisis because our current merger talks with Time
Warner Crisis. Since the merger needs to be approved by government regulators, the
reactions of our shareholders may determine our position in the market.
Comcast has had several public embarrassments regarding our customer service
practices. While these incidents do not reflect Comcasts values, it is important not to
rule out a systemic problem. Therefore, the Crisis Team has determined the third likely
crisis is management malpractice. We believe Comcast must seriously look and prepare
for this crisis since Comcast is actively involved in lobbying with the government and
has an elevated market standing.
32
Crisis One Hacking
33
Crisis One: Hacking Introduction

At Comcast, we believe in the power and possibilities of media and technology. Its
more than what we do, its who we are. Were a company of about 136,000 employees
committed to leveraging our global assets in ways that go beyond creating value for
their customers and shareholders to connecting and strengthening communities. As a
company uniquely positioned to inform, empower, and inspire, we embrace the
opportunity to mobilize action to address some of the nations most critical issues.
What is a hacking crisis?

A hacking crisis consists of a breach of our secure networks usually by an outside
source, which is often coupled with theft of company, customer or shareholder data.
What is done with the stolen data by the hackers varies, but the objective is still the
same. Throughout this crisis plan, the assumption will be that stakeholder data has
been stolen by an outside source, but this plan can be implemented effectively no
matter the extent of the hack.
Goal
Comcasts goal in the event of electronic hacking is to secure sensitive data of both the
organization and its customers and to eliminate the threat as quickly as possible. When
communicating with the public, preventing panic and remaining truthful is crucial.
Objectives
Be quick and responsive once a hacking crisis is identified to minimize the effect.
Outside sources like the FBI should be utilized.
Ensure the public that everything possible is being done to correct the crisis.
Remain truthful and responsive to the public, but at the same time minimize the
seriousness of the crisis to reduce panic.
Educate the public on the broad scope of the crisis and remind them that hacking
is a common occurrence that many companies have to deal with.
Key Messages
Throughout the crisis, Comcast will focus on the following key messages for both our
internal and external publics:
Comcast is doing everything possible to secure all data and stop the source of
the threat.
Comcast has the crisis under control and is working closely with the FBI to
prevent it from causing any serious harm.
This type of crisis is common and not just limited to Comcast.
34
Strategies
____________________________________________
In the event of a security breach, Comcast will use three strategies to handle the crisis.
Below are short definitions of each strategy and the type of responses associated with
each.
Minimization
Reduce the crisis by minimizing the publics perception of how badly our company is
being effected.
Example: The information stolen by hackers only affects a very small percentage of
Comcast customers.
Defeasibility
Claim that Comcast did all that it possibly could to prevent this issue from happening.
Example: Comcast has some of the highest quality internet security services on the
market. We had taken all the necessary preventative procedures leading up to this
event.
Transcendence
This issue arose because of forces outside of the companys control.
Example: This event is part of the current trend in corporate hacking. While Comcast
was effected, so were many other companies. It is a dilemma that must be handled on a
congressional scale rather than a corporate one.
Corrective Action
Assure the public that the company will take any necessary steps to make up for what
happened as well as prevent it from occurring in the future.
Example: Comcast has already notified and compensated all customers affected, as
well as obtained a new tech security company to assure that customer information will
be better protected in the future.
35
Hacking Procedures
___________________
In the event that electronic systems are hacked resulting in a breach of personal data,
monetary theft of either customers or Comcast itself, or loss of control over systems,
Comcast should do the following:
I.
Contact Federal services (i.e. the FBI) IMMEDIATELY once a hacking crisis has
been determined. The threshold verification process states that hacking should
be considered a crisis once a breach is discovered because any outside source
that breaches our secure network is at immediate risk for quickly causing serious
damage.
a. Where is the source of the hack?
b. What is the extent of the hack/ what is being stolen and what are the
hackers doing with it?
II.
Determine who is currently being targeted by the hack and alert them first, then
alert everyone who could possibly be affected and assure them that everything
possible is being done to protect their information. Refer to notification process to
determine the order.
a. Could the hackers obtain data like customer bank accounts or private
shareholder information?
b. Have the hackers contacted the company at all? Are there any demands?
III.
Dont alert the media until some control over the data has been restored. If the
media finds out before that happens, dont ignore any questions. Be open and
honest, while minimizing the extent of the breach if necessary to prevent panic.
a. A hacking crisis can turn from minor to severe in a matter of minutes. If the
crisis becomes serious enough and customers/shareholders are already
being greatly affected, then alert the media. Be sure to assure them that
everything possible is being done to combat the hack and secure private
information.
IV.
When talking to the media and the public:

a. Dont speculate.
b. Ensure that all facts are accounted for before making any statements.
c. Minimize the severity of the crisis as much as possible while remaining
truthful.
d. Assure the public that everything possible is being done to prevent the
hack (make sure that this is also true).
e. Use transcendence, Let the public know that hacks are something that
thousands of companies deal with all over the world, often on a daily
basis.
f. Only the spokesperson should talk to the media.
36
V.
In the aftermath of the crisis, show what is being done to make things right and to
prevent it from happening again. Compensation for affected customers can help,
but dont rely on it to retain trust again. Instead, show how hard the company
worked during the crisis to protect their assets, as well as their customers and
shareholders, which wont be difficult if all of the above strategies are utilized.
37
Case Study 1Anthem
_________
Over 80 million Anthem employees and customers hacked

Problem
On February 4, 2015, one of the largest for-profit healthcare companies, Anthem, had
the information of over 80 million customers and employees hacked and stolen.
Strategy
Anthems strategy of handling this crisis consisted mostly of corrective action,
defeasibility and compensation. While the company also used certain aspects of the
mortification strategy, they never specifically pointed the finger at themselves as the one
to blame, but rather stated that they shared in the publics outrage. For example,
Joseph R. Swedish, the CEO of Anthem, wrote in a statement: we join you in your
concern and frustration, and I assure you that we are working around the clock to do
everything we can to further secure your data (McGuire, 2015). In this statement,
Swedish also used some defeasibility to ensure that the public knew that Anthem was
doing everything that it could to fix this terrible situation.
Result
Anthem utilized the compensation strategy by telling the public that they would
individually notify current and former members whose information had been stolen as
well as provide credit monitoring and identity protection services free of charge to those
affected (Newcomb, 2015). Anthem also stated that they immediately made every effort
to close the security vulnerability, contacted the FBI and began fully cooperating with
their investigation. This form of corrective action also showed that Anthem was doing
everything that it could to protect the data that was stolen. The FBI even commended
Anthems response to the hack by stating that rapid notification allows the FBI to
quickly deploy our cyber experts to preserve evidence and work with a companys
incident responders to help them remediate their networks and rid their systems of
harmful malware (McGuire, 2015).
38
Case Study 2 Home Depot
_______________
Customer data breached at Home Depot

Problem
In September 2014, approximately 53 million email addresses and 56 million credit card
accounts were compromised in a data breach of the department store Home Depot.
Strategy
Like the cases mentioned before, Home Depot immediately used corrective action in
order to contain the situation by immediately contacting the FBI and alerting customers
that hackers may have illegally obtained their information.
In another effort to reduce fears, Home Depot utilized minimization to lessen the danger
of the 53 million emails that were stolen, stating that these files did not contain
passwords, payment card information or other sensitive personal information (Soergel,
2014). In a corporate statement released in November of the same year, about a month
after the hackers way of entry was blocked off by the company, the company stated
that Home Depot continues to offer free identity protection services, including credit
monitoring, to any customer who used a payment card at a Home Depot store in 2014,
as a method of compensation for all customers affected by the security breach. Also, in
order to differentiate this crisis from others, the company stated that this was malware
that had never been seen before (2014).
Result
As a result of the crisis, Home Depot installed new encryption technology onto their selfcheckout stations, which turned out to be a main entryway for the hackers to steal
information. Home Depots sales werent affected by the crisis, as their shares rose by
18% in 2014, and their reputation as a whole wasnt tarnished. Some reporters noted
that these kinds of breaches were becoming commonplace for companies like Home
Depot, so the inherent transcendence of a crisis like this helps to shift at least some of
the blame away from the company itself (Soergel, 2014).
39
Case Study 3 JP Morgan
__
JP Morgan experiences largest intrusion ever

Problem
In the summer of 2014, a cyberattack against JPMorgan compromised the accounts of
76 million households and seven million small businesses in what resulted in the largest
ever intrusion of the bank. JPMorgans early attempts at minimization were
unsuccessful, as weeks before the actual number of affected parties was released they
stated that only one million accounts were affected. However, once the severity of the
intrusion became more evident, the situation turned into a panic as companies
scrambled to maintain the fallout of the breach.
Strategy
Since any attempts at minimization would be ultimately unsuccessful at this point,
JPMorgan had to focus on simply maintaining the crisis itself. Chairman and chief
executive Jamie Dillon used transcendence and defeasibility in the report that he made
out to his shareholders, where he stated: Were making good progress on these and
other efforts, but cyberattacks are growing every day in strength and velocity across the
globe (Silver-Greenberg, Goldsteen & Perlroth, 2014). Dillon also called the fight
against cyber-attacks endless, which showed the public that they are putting every
effort and resource that they can into maintaining security in their organization.
Result
The effect of the initial crisis was staggering, but JPMorgan has still recovered,
however, news has been circulating that the company could have easily prevented the
hack by putting in simple security measures that most companies already have in their
systems. JP Morgan has yet to comment on the matter.
40
Case Study 4 Sony Entertainment_____

Private Sony Pictures data hacked and released publicly
Problem
On November 24, 2014, Sony Pictures Entertainment (SPE) was hacked by an
organization that referred to themselves as the Guardians of Peace (GOP). The GOP
obtained and released confidential information, including personal information about
Sony Pictures employees, e-mails between employees, information about executive
salaries at the company, and copies of previously unreleased Sony films (SPE Notice
Letter, 2014).
Strategy
SPEs initial response focused on maintaining the information that was being leaked,
which required the involvement of the FBI, as they attempted to retrieve as much of the
data that they were losing as possible. SPE then resorted to some corrective action
tactics, which involved completely shutting down the media from reporting any of the
stolen data, or else they [would] have no choice but to hold [journalists] responsible for
any damage or loss (Feeney, 2014).
Once the GOP began making terrorist threats on movie theaters if SPE refused to pull
the highly controversial film The Interview, they gave in to those demands in an effort to
prevent an even larger crisis. SPE used provocation to justify their decision when they
stated in light of the decision by the majority of our exhibitors not to show the film The
Interview, we have decided not to move forward with the planned December 25
theatrical release (Donnelly and Ge). Their decision was unanimously disliked by the
public, warranting SPE to use minimization tactics to lessen the blow of their decision.
Sony CEO Michael Lynton stated The president, the press, and the public are mistaken
as to what actually happened. Sony also released another statement claiming the only
decision that we have made with respect to release of the film was not to release it on
Christmas Day in theaters, after the theater owners declined to show it (Weisman,
2014). These were both attempts to minimize the out lash that SPE was receiving
based on their decision.
Result
Eventually, SPE could no longer handle the negative backlash that they were receiving
from publics and shareholders, so they found a workaround by allowing the film to be
released online. It took a while for the aftermath of this crisis to calm down, but it
resulted in events like SPE Executive Amy Pascal stepping down.
41
Case Study 5 Target
_____________
40 Million Target customers affected by data hack

Problem
40 million Target customers had their credit and debit card data hacked in November
2013. The breach started around the date of Black Friday, when the store received the
largest flow of customers and also when the company was most vulnerable. Target
acknowledged the hack three weeks after data had already been stolen.
Strategy
The company said it "began investigating the incident as soon as we learned of it"
through a "leading third-party forensics firm." The company said it also notified banks
and law enforcement. However, Targets delayed response on an already disastrous
crisis prompted many people to heavily criticize the organization and even file lawsuits
for not taking every measure possible to secure customer data (Wallace, 2013). During
these early stages, Target was using defeasibility to attempt to ensure the public that
they were doing everything possible, but it turned into a classic case of too little, too
late, as the crisis was already resulting in panic once Target finally decided to comment
on it. In regards to the possible lawsuits that they could have faced do to their supposed
negligence, Target spokeswoman Molly Snyder made the mistake of declining to
comment by stating that Target "typically doesn't comment on pending litigation" (Fox &
OToole, 2013)
Result
Once they had made their initial comment to the public, Target ensured that they were
completely open regarding the extent of the hack. Corrective action was utilized to ease
public fears when this statement was made by Target CEO Gregg Steinhafel: "Our
guests' trust is our top priority at Target and we are committed to making this right.
They also used minimization has a strategy to ease the minds of their customers, by
clearly stating that only the security code on the cards themselves were breached, so
the perpetrators wouldnt be able to withdraw money from ATM machines (Fox &
OToole, 2013). They also used compensation in the aftermath of the crisis in an effort
to retain some loss of reputation. The compensation included 10% discounts and
reimbursements that could have apparently given affected customers up to $10,000 in
returned funds (Riley & Pagliery, 2015).
42
_________________
Internal Publics
Employees
Executive team
Board of directors
Corporate officers
Shareholders
Internal publics must be the first ones to be notified. Usually, critical personnel (see
phone tree) will be notified first and all other employees will be informed shortly after.
Internal publics must be the first ones to know about the crisis because they are the
most affected by it and because they work hard every day to bring success to the
company. A press release will be sent out to the internal workers providing who, what,
when, where, and why (if known) of the incident. The board of directors will also receive
a phone call because it is vital that the companys decision makers are aware of the
situation.
External Publics
Customers
Media
Competitors
Government officials
Public officials
Surrounding communities
Legal representatives
Union officials
Community leaders
Finance partners
Since there are more external publics than internal ones, the external publics will be
reached by different mediums. They will be notified through the media, press briefings,
press releases, email, phone calls, town meetings, and forums. Comcast will also make
additional information regarding the crisis available on our website www.comcast.com
and will be constantly updating new information.
Spokesperson:
Brian Roberts, Comcasts CEO should be the spokesperson. A technical analyst should
also be present to answer specific questions.
43
Phone Tree
_____________________________________________
This is the list of the Crisis Team members that must be contacted immediately if a
crisis occurs. The team consists of Comcasts Officers, Board of Directors, and Public
Relations. Brian Roberts should be the first one contacted via satellite phone. He is the
President, Director, and CEO of Comcast and is in charge of calling the next person on
the list of Corporate Officers.
Crisis Communication Team__________

Work
Cell
Cell
Phone
Home
Phone
Email
Brian Roberts
President, Director, and
CEO
5876895987
5873241148
4475896411
broberts@comcast.com
James Dean
Executive Vice President
5878795541
5876624575
5878998745
jdean@comcast.com
Josh Lyman
Chief Financial Officer
5879651254
5873114475
2212146321
jlyman@comcast.com
Will Bailey
of General Counsel
5874782211
5878962458
5874123321
wbailey@comcast.com
CJ Cregg
587Executive Vice President
448and Chief Communications 6412
Officer
5871146324
5142257821
cjcregg@comcast.com
Toby Ziegler
5874586214
5874586211
tziegler@comcast.com
Corporate Officers
5872419654
44

of Marketing and Public
Relations
Sam Seborne
Senior Vice President of
Finance
5876214787
5874566217
5876326514
sseborne@comcast.com
Zoe Bartlet
5879652145
5874568925
5874589653
zbartlet@comcast.com
Ralph Nadar
5874854854
5874899622
5876326321
rnadar@comcast.com
Danny Kenkanan
5876962154
5874873214
5874879652
dkendanan@comcast.com
Donna Moss
5874116253
5879656321
5874156984
dmoss@comcast.com
Gavin Lestrade
Executive Director
5489652545
5486982415
5486322145
glestrade@comcast.com
Martin Freeman
Assistant Director
5486982145
5486214478
5483218775
mfreema@comcast.com
Samson Gomorrah
5487892115
5483328963
5487896251
sgomorrah@comcast.com
Marsha Brady
5487821458
4783215425
4783544785
mbrady@comcast.com
Board of Directors
Public Relations
45
______
In the event of a hack and loss of customer information, Comcast must communicate
with quick, trustworthy statements. Our company must be prepared to deal with
aggravated customers as well as rumors in respect to the severity of the situation. The
following are example communications for social media, Comcast website, and the
press.
Positioning statement
For customers affected by the recent hacking, Comcast will do everything it can to
secure any lost information. Comcast is constantly increasing cyber security to ensure
the information of our customers is protected. Our company promises to lead the
industry in the security of customer information and strengthen our brand through
positive customer experience.
Talking points
While talking to the media it is important to emphasize the following aspects
It is only a small percent of Comcast customers that were actually affected by the
hacking.
Comcast did everything in its power to prevent this event from happening.
These hackings are happening to all companies and the solution is not one that
can be brought about by one company. Rather it is a solution that must be found
on a governmental level.
Comcast is taking all the necessary actions to prevent an event like this
happening to our company again.
Twitter
All customers who were affected by the recent hacking have been contacted. For more
information on the hacking visit >> (link)
Majority of customers information was not compromised by the recent hacking. Still
concerned? Visit for more info >> (link)
Blog
Recently the media has given a lot of speculation to the hacking of Comcast customer
information. While some of what has been said is true, there are many inconsistencies
that we here at Comcast would like to clear up.
First of all, this hacking had nothing to do with lack of preparation. Comcast takes pride
in its commitment to the customer. Part of that is having every facility in place that we
possibly can to protect their information. Going above and beyond all regulatory
requirements, Comcast security is well prepared for cybercrime.
46
Unfortunately, during the recent cyber-attack we experienced, some customer

information was compromised. This only pertains to a very small number of Comcast
customers, all of whom have been notified. Events like these are becoming more
frequent as the strength and number of cyber criminals increase. While we are not the
only company to have this type of attack happen, we take it very seriously. With a
problem that affects so many companies and government agencies, such as hacking,
the solution must be found on a higher level that the corporate board room.
Current Comcast customers can take comfort in the effort we are putting forward to
prevent events like this from happening in the future. Comcast has already began
contracting state of the art cyber security companies to strengthen our online security
and ensure customer information is safe.
Though we had all the preventative measures in place, a cyber-attack did happen. This
is a consequence of a greater trend in cyber-attacks on large companies such as
Comcast. We are thankful that our security measures did protect the large majority of
information, however it is not acceptable to lose any customer information, no matter
how small a percentage was affected. That is why Comcast is going to take any
measures it can to prevent any event like this from happening again in the future.
47
NEWS
__________________________________________________________
For immediate release

Contact:
Sam Winchester
Voice: (545) 345-6589
Fax: (545) 345-6588
swinchester@comcast.com
COMCAST WORKING WITH AUTHORITIES TO

COMBAT BREACH OF DATA
DATELINE -- At approximately __________ (time) on ____________ (date), Comcast
servers were hacked, causing _____________(details regarding who was affected and
what was breached/stolen).
Since the discovery of the infiltration, Comcast has been working closely with the
FBI to find its source, as well as secure any data that (has been/ could be) obtained by
the hackers. The situation has been under Comcasts control and theyve been working
around the clock to ensure that all customer, employee and shareholder data is secure
and out of reach.
Hacks like these are becoming commonplace in business today, said
_________(spokesperson/ CEO). Sometimes a hacker gets through, but with all of our
hardworking employees and the FBI focusing their efforts on the hack, we know that we
can stop them in their tracks.
Comcast has sent out emails to everyone that (could be/ could have been)
affected by the hack, ensuring them that their security is of the utmost importance to the
company. They will continue to update everyone as the investigation continues.
Boilerplate
Comcast is the nation's largest video, high-speed Internet and phone provider to
businesses and residential customers. Comcast has invested in technology to build an
advanced network that delivers among the fastest broadband speeds, and brings
customers personalized video, communications and home management offerings.
Comcast Corporation (Nasdaq: CMCSA, CMCSK) is a global media and technology
company. Visit www.comcastcorporation.com for more information.
48
Media Advisory
_____________________________
What: Comcast will host a press conference regarding the recent events.
Who: (Spokespersons name)
Where: (Enter location and street address, with any details if directions are difficult)
When: (Enter date and time)
Why: Comcast is doing everything in its power to minimize the impact of this breach
of ___________ (enter what was hacked or is being threatened). Comcast is dedicated
to maintaining a secure network for their employees, shareholders and customers. The
press conference will include a short statement by _________________ spokesperson)
followed by a brief Q&A session.
49
_______
This press conference should be given by the dedicated spokesperson for the crisis. It
should be scheduled immediately once the media has been informed of the hack.
How are you all today? My name is ____________ (spokespersons name). I am
here on behalf of Comcast to talk about the events that have transpired recently in our
organization. At _____________ (date and time of hack), Comcast experienced a
breach of its security system, along with the theft of some personal data.
____________________ (go into brief detail about the hack, what was taken, and who
are the suspects, while using minimization. For example, you could state: The unknown
assailants were able to hack into the personal data of some customers, but we are
increasing security on all accounts to ensure that everyone is protected from any
serious harm. Anyone affected is encouraged to contact us so that we can get it
straightened out immediately).
Theft of information is never a positive, but all of our employees are working
closely with the FBI to combat this breach and secure all stolen information. Our main
focus right now is our customers (if customers arent affected, state any external or
internal public that is) and were doing everything in our power to make sure that they
are safe from harm. As we speak, our hardworking employees are upgrading our
systems to remain secure from any hack of this type again.
Its a shame that businesses nowadays have to endure attacks like this almost
daily, but in a world as connected and open as we are, its a hard problem to avoid.
Fortunately, we have the best workers in the world doing everything possible to fight
back threats like these, no matter the extent. Im confident in our employees and the FBI
to be able to get us back to normal as quickly as possible.
We are providing open communication with anyone affected by the hack, and
anyone that has incurred any damages can expect full reimbursement for assets lost.
We will continue to send out emails to everyone who might have been affected with
information regarding the ongoing investigation, as well as the steps that they can take
to further protect their accounts. We will get this problem solved as soon as possible.
Thank you for your time and continued support of Comcast.
50
Sample Media Questions___________________

During a crisis the media will be both our biggest asset and friend. It is our job to
communicate the information necessary for the general public to the media. However, it
is crucial to keep in mind the media sometimes ask tricky questions. You must be
prepared for them. Below are sample questions and answers.
Q: What was the exact nature of the hack?
A: Depending on the type and extent of the hack, you will enter the details here.
Remember do not speculate. Do not lie.
Q: What is being done in response to what is happening?
A: Comcast is doing everything in its power to fight this attack and ensure that all
data is secured and out of reach. Comcast was quick and responsive once the
hack was discovered. All resources available to us were used immediately to
minimize the effect of the hack.
Q: Can you tell us what happened?
A: An illegal breach of Comcasts network was discovered at
____________(time) by _____________(who discovered it? tech specialists?
FBI?). It was determined that these hackers were targeting _______________
(who could have/ has been affected by the hack), prompting Comcast to contact
everyone whose information was potentially in danger (or had already been
affected) and alert them of the threat to their security.
(If it is known who the hackers are or if any other companies are being affected,
state it)
Q: How much damage is being/will be done?
A: Due to our efforts, the damage from this hack has been minimized as much as
possible. __________________ (state who has been affected).
Dont lie by giving fake numbers, but minimize the extent of the hack as much as
possible.
Example: The majority of customers/shareholders have been unaffected by the
hack.
Q: Have/Will the authorities be contacted?
A: The FBI was contacted immediately after the discovery of the hack. We have
been working closely with them to discover the source of the hack, how we can
51
stop it, and what we can do to increase our security to ensure that it doesnt
happen again.
Q: Do you think those involved handled the situation well enough?
A: We have the utmost confidence in our employees and the FBI, and believe
they have done as much as anyone could have done to protect both our
networks and our customers.
Q: What steps need to be taken to avoid a similar event?
A: Comcast is already designing a new security system that will aim to prevent
any hack of this type from happening again. We will continue to analyze this
event and evaluate all steps taken to see if any further improvements can be
made.
Q: Where does this leave Comcasts customers and shareholders?
A: Our customers and shareholders are always our number one focus and we
will ensure that anyone affected is compensated entirely for their losses. Their
security is what's most important to us.
52
Post Crisis Evaluation Sheet_______________

Crisis Information:
Date of crisis: _______________________
Time notified: _________________
Location of Crisis:
__________________________________________________________
What was your role in the crisis?
How were you notified of the crisis?
What communication channels did we use to notify the public and were they
effective?
Channel
Not Effective
Neutral
Effective
1. _______________ 0 1 2 3 4 5 6 7 8 9 10
2. _______________ 0 1 2 3 4 5 6 7 8 9 10
3. _______________ 0 1 2 3 4 5 6 7 8 9 10
4. _______________ 0 1 2 3 4 5 6 7 8 9 10
Were there any unexpected elements during the crisis that need improvement?
Was the appropriate information prepared and provided during the crisis?
Would you consider the crisis a success? Why?
53
Post Crisis Evaluation Sheet_______________

Crisis Information:
Date of crisis: _______________________
Time notified: _________________
Location of Crisis:
__________________________________________________________
Type of Crisis: Circle the name of the Risk Categories below.

Personnel
Competitor/Consumer
Supply Chain
Reputation
How was the Crisis Management Plan used to its full capacity during the crisis?
Explain.
Were there any unexpected elements revealed in the evaluation that are of concern or
need improvement?
How will Crisis Management Team use both the successes and failures of this crisis
to adjust current plan?
54
Stock Drop
55
Stock Drop
_________________________________________
Comcast strives to meet the highest standards when engaging in the telecommunication
industry. Our current shareholders, as well as prospective investors, must know that we
are a safe place to invest. It is imperative to the success of our company that the public
not only trusts the Comcast brand, but believes it to be a positive fiscal opportunity for
investors.
Goal:
Comcasts goal in the event of a stock drop greater than 20% is to maintain credibility
as a profitable company.
Objectives:
Communicate to both internal and external publics that the drop in stock is not
detrimental to our company.
Confirm that we will come back to a positive market standing.
Convey that this issue is the result of an unpredictable marketplace and does not
reflect the quality of our company.
Key Messages:
Throughout the crisis Comcast will focus on the following key messages for both our
internal and external publics.
Comcast is not seriously affected by this event.

Comcast has a history of success in the market.
Comcasts current position is the result of a fluctuating market.
56
Strategies
____________________________________________
In the event of a massive loss in stock value, Comcast will use three strategies to
handle the crisis. Below are short definitions of each strategy and the type of responses
associated with each.
Minimization
Reduce the crisis by minimizing the publics perception of how badly our company is
being effected.
Example: This drop in stock value is only temporary and will not have a lasting effect
on the longevity of our company.
Bolstering
Emphasizing past success in order to take attention away from the current crisis.
Example: Comcast strives to provide the highest quality service to all members of the
community. This is a value we display through different outreach programs such as
Comcast Internet Essentials. This program offers heavily discounted services and
equipment to low-income families. In addition, we also offer free, hands-on, internet
training for people that are still uncomfortable with process.
Transcendence
This issue arose because of forces outside of the companys control
Example: This is the result of a fluctuating market and there is no way we could have
better prepared for this to happen.
57
Stock Drop Procedures
__________
In the event that Comcast stock should drop greater than 20%, Comcast should do the
following:
I.
Determine the nature of the crisis.

a. How badly was the stock affected?
b. How are the shareholders reacting?
II.
Identify if any persons have already been affected.

a. How many shareholders have sold stock?
b. How has this affected customer retention?
III.
Initiate internal and external communication sequences to determine who is to be

notified and in what order.
IV.
Determine what facts are known and if/when it is necessary to alert the media.
V.
According to Section 10b-5 Comcast must inform all shareholders of any material
information regarding the company. Before notifying the media:
a. Determine the facts and clearly state what is known. Do not speculate.
b. Notify the spokesperson. Only the designated spokesperson should speak
to the media.
c. Draft a press release with details to send out ASAP.
d. Hold a press conference if necessary.
e. Do not lie.
f. The integrity of Comcast should remain high priority.
58
Case Study 1- AOL/TWC
______
AOL/ TimeWarner: One of the worst mergers in history

Problem
In 2000, AOL purchased TimeWarner in a business transaction that is considered to be
one of the worst in history. It was hoped that AOLs dial-up internet would mix well with
Time Warners high-speed phone service, but that couldnt have been further from the
truth. The growth and profitability of the AOL division stalled due to advertising and
subscriber slowdowns in part caused by the burst of the dot-com bubble (the steep rise
of internet stock prices due to hope that they would turn a profit) and the economic
recession after September 2001. The value of the America Online division dropped
significantly, causing AOL Time Warner to report a loss of $99 billion in 2002, which at
the time was the largest loss ever reported by a company. The total value of AOL stock
subsequently went from $226 billion to about $20 billion.
Strategy
The biggest problem with this merger that inevitably resulted in its downfall was the lack
of synergy between the two companies. This was created by an overall lack of
communication, as well as the fact that neither company was addressing the diversity
between the two, since Time Warner and AOL were two very different technological
companies at this time. What added on to this was that many higher-ups in both
companies didnt think this merger was a good idea, with even co-founder of AOL Steve
Case selling AOL stock in 2001 for profit, prompting the public to become very
suspicious of the company (Peers & Angwin).
Result
The most obvious big issue with AOL TimeWarners strategy (or lack thereof) was that
they failed to communicate with either their external or internal publics. They attempted
to keep this crisis so under wraps that all their publics could do was watch as the
company slowly crumbled into itself. Some could say that this was a failed attempt at
minimization by the company, but minimization in a crisis like this is meant to prevent
panic from external publics, while at the same time communicating closely with internal
publics to combat the crisis through synergistic tactics. What AOL TimeWarner did was
remain completely unresponsive and ignore concerns from all of their relevant publics
until they were no longer operating as a single unit, but rather has many individuals that
were out to save themselves. This crisis was miscommunication at its worst and shows
how a steady, synergistic flow of communication can go a long way in a situation like
this.
As Comcast continues to make plans for a merger with TimeWarner, as of spring 2015,
this case should be the number one example for how not to communicate effectively if a
crisis occurs.
59
Case Study 2 Dell
_______________________
Dell: Investors lose faith in companys new direction

Problem
In Q2 of 2012, Dell experienced major stock drops, totaling over 30% in the course of
five years. This was triggered by a loss of faith from investors over the company after
the quarter financials totaled out as the lowest for the company since 2000. This is said
to mainly be due to the increase in mobile phones being used as computers, at least
according to Dell. Investors determined that the lack of a specific Dell product in the
market, as well as their new business model that would focus on becoming a full-service
information technology supplier rather than a commodity PC maker (Ladendorf).
Strategy
Analyst Roger Kay expressed concern that Dell wasnt very confident going into an
ever-changing market, focusing on the tone of voice of CEO Michael Dell when he
announced the dismal company earnings. During this announcement, Dell was
unconfident an unenthusiastic, offering nothing but the plain facts without any indication
that they expected to recover. This was crucial to the early stages of this crisis, because
a company that doesnt show confidence loses the confidence of their shareholders
(Ladendorf). Also, Dells blunt statement of the facts without any reassurance of the
future created more panic than necessary.
Result
Eventually, Dell took themselves off of the stock market to instead become a private
company. In a memo to employees, Dell wrote, I believe that we are better served with
partners who will provide long-term support to help Dell innovate and accelerate the
companys transformation strategy (Kinsley). In some ways, Dell is using corrective
action here by stating that they hope to rebound from their unimpressive figures in the
common stock market but innovating in a new area of business. After the crisis, Dell
used transcendence to justify their decision to become a private company, stating that
the market was the reason for their declining stock prices. Today, Dell is still a
respected business in the computer industry. However, their response to the stock drop
crisis made it so the company would have had a very difficult time surviving as a public
stock company.
60
Case Study 3 Lehman Brothers____

Lehman Brothers goes bankrupt
Problem
On September 15, 2008, Lehman Brothers filed for bankruptcy. With $639 billion in
assets and $619 billion in debt, Lehman's bankruptcy filing was the largest in history, as
its assets far surpassed those of previous bankrupt giants such as WorldCom and
Enron. The stock plunged 77% in the first week of September 2008, amid plummeting
equity markets worldwide, as investors questioned CEO Richard Fuld's plan to keep the
firm independent by selling part of its asset management unit and spinning off
commercial real estate assets. Lehman's bankruptcy led to more than $46 billion of its
market value being wiped out and is considered to have contributed largely to the late2000s market struggles.
Strategy
A factor that contributed greatly to this collapse was that in August 2007, the firm closed
its subprime lender, BNC Mortgage, eliminating 1,200 positions in 23 locations. When
investors began to question this decision, Lehman used transcendence and provocation
to attempt to prevent a crisis by stating that poor market conditions in the mortgage
space "necessitated a substantial reduction in its resources and capacity in the
subprime space" (Kulikowski 2007). As their stock continued to plummet in 2008,
Lehman would announce steps that they were taking to correct the crisis, involving
eliminating thousands of job positions, which only resulted in continued stock drops.
One of the largest mistakes that Lehman made was ignoring requests from executives
at Neuberger Berman that urged them to shave off some of the multi-million dollar
bonuses that executives at Lehman Brothers were receiving. Lehman Brothers
Investment Management Director George Herbert Walker IV dismissed the proposal,
going so far as to actually apologize to other members of the Lehman Brothers
executive committee for the idea of bonus reduction having been suggested. He wrote,
"Sorry team. I am not sure what's in the water at Neuberger Berman. I'm embarrassed
and I apologize (Fitzgerald 2009).
Result
None of their strategies were effective in the short or long run, as greed and terrible
assumptions only dug a deeper hole for the Lehman Brothers. They offered solution
after solution, assuming that eliminating jobs and not decreasing upper management
wages would somehow keep them in business. This is an extreme but important
example about how not to handle major stock drops, because its important to ensure
that the investors are on your side and that you are making decisions for you and them.
Also, while minimization is a useful strategy, its important not to cover up the truth,
which the company was proved to have done. The purpose of minimization should be to
ease the minds of shareholders and reduce panic over the crisis. In the event of a stock
drop, the worst thing to do is panic.
61
Case Study 4 Mechel OAO_____________

Mechel OAO experiences 2 huge crashes in 08 and 13
Problem
Mechel OAO is a Russian company that operates out of Moscow and specializes in
mining and metals. They are one of Russias leading mining and metal companies, and
they sell their products both in Russia and overseas. In 2008, Mechel came under fire
by Russian Prime Minister Vladimir Putin for allegedly exporting raw materials for
steelmakers at prices about half the domestic level, which could have been a sign of tax
avoidance. After the accusations, their stock dropped 37.6% on the NYSE, and even
after their stock began to rise, it plummeted once again after Putin made similar
comments and called for an investigation against the company. In 2013, Mechel again
plummeted 41% because they were punished in the bond markets as it sought to obtain
a waiver from debt covenants to bring them out of the large debt that they had been in
for years.
Strategy
This case really showed how politics can come into play when a company experiences
a stock drop. Investors and shareholders were heavily influenced by Putins statements,
and the company greatly suffered. The response of the company regarding the crisis
was contrite, as they expressed their aim at corrective action to correct the issues that
Putin expressed. Their spokesperson stated: Mechel shares the concerns of the
government of the Russian Federation, steel plants and metallurgical industry in regard
to the growth of prices for steel and raw materials in the recent time. Mechel is ready for
cooperation with federal authorities of the Russian Federation and, if required, will
provide complete information on any arising issues (Kramer). There was also some use
of transcendence in this statement, as Mechel related the crisis to the overall market for
steel, rather than just their company. It didnt help, as their stock continued to drop while
the disapproval of shareholders continued to rise.
Result
During the large stock drop in 2013, Mechel used minimization in their spokesman
Arseny Palagins statement, when he explained that todays sell-off is purely
speculative and covenant talks are on schedule to be completed by the end of the
month (Galouchko). Something that would have eased the minds of investors and
shareholders would have been bolstering, because most negative speculations
regarding the company were fixated on their current place in the market, with this one
as an exception: There is no reason to bankrupt the company, Ilya Balakirev, chief
analyst at Moscow-based UralSib Financial Corp. said in March 2015. Its a good
company in a bad situation of low coal prices (Pavliva). This particular analyst is on the
companys side due to the transcendence of the crisis and Mechels past
accomplishments as a good company.
62
Case Study 5 Twitter
____________
Twitter experiences steep decline in 2014

Problem
After joining the public stock market in 2013, social media company Twitter encountered
continuous stock plummets throughout 2014, falling further than 20% in share price at
some points in the year. The early issues with Twitters stock drops were contributed to
it being a relatively new company in the stock industry, as well as the fact that plenty of
internet companies were experiencing the same. Most investors assumed that the lockup that restricted share sales by insiders and early investors of the company were the
issue, but once the lock-up was lifted and the company continued to plummet, a crisis
began. Twitters steep decline was the biggest drop by a similar company after lifting a
lock-up since 2004, and was contributed mostly to the slowing user growth that the
company had been experiencing during this time, which greatly concerned analysts that
the company may not be able to get many more users (Frier 2014).
Strategy
In response to these stock drops, Twitter CEO Dick Costolo defended the results by
using a bolstering strategy, saying the company continued to "rapidly increase our reach
and scale" He pointed to the integration of MoPub, which Twitter said makes the
company one of the largest ad exchanges in the world on a mobile app (Egan 2014).
However, investors were still worried, so many put themselves on hold until Twitter
started to show better results. Other than the statement above, the company itself didnt
offer many comments regarding the continuous stock drops, instead opting to minimize
the situation by limiting their response to it. This didnt work well in their advantage
because it caused many investors and news media to speculate that Twitter was not
the next Facebook, while Costolo of Twitter urged the public to separate the company
from Facebook comparisons.
Result
Eventually, it became evident that Twitters lack of public comment about the crisis was
due to the fact that their stock was projected to rise in the next quarter, which it did.
Twitter continues to ascend, going up as much as 31% in the past few months.
63

Internal Publics
Employees
Executive team
Board of directors
Corporate officers
Shareholders
situation.
External Publics
Customers
Media
Competitors
Public officials
Union officials
Community leaders
Finance partners
Spokesperson:
The CEO, Brian Roberts, should be the spokesperson in this crisis.
64
Phone Tree
________________________________________
Crisis Communication Team__________

Work
Cell
Cell
Phone
Home
Phone
Email
Brian Roberts
CEO
5876895987
5873241148
4475896411
James Dean
5878795541
5876624575
5878998745
jdean@comcast.com
Josh Lyman
5879651254
5873114475
2212146321
jlyman@comcast.com
Will Bailey
of General Counsel
5874782211
5878962458
5874123321
wbailey@comcast.com
CJ Cregg
Officer
5871146324
5142257821
cjcregg@comcast.com
Toby Ziegler
5874586214
5874586211
Corporate Officers
5872419654
65

Relations
Sam Seborne
Finance
5876214787
5874566217
5876326514
Zoe Bartlet
5879652145
5874568925
5874589653
Ralph Nadar
5874854854
5874899622
5876326321
rnadar@comcast.com
Danny Kenkanan
5876962154
5874873214
5874879652
Donna Moss
5874116253
5879656321
5874156984
dmoss@comcast.com
Gavin Lestrade
Executive Director
5489652545
5486982415
5486322145
Martin Freeman
Assistant Director
5486982145
5486214478
5483218775
mfreema@comcast.com
Samson Gomorrah
5487892115
5483328963
5487896251
Marsha Brady
5487821458
4783215425
4783544785
mbrady@comcast.com
Board of Directors
Public Relations
66
Talking Points and Scripts____________________

In the event of a major stock drop, Comcast must communicate with great haste. Our
company must be prepared to deal with speculation as well as re-establish credibility as
a profitable company. The following are example communications for social media,
Comcast website, and the press.
Investors can expect to see our stock grow tremendously in the coming year. Our
trustworthiness in the market is backed by years of safe investing. Comcast promises to
increase brand value by providing unparalleled service.
Talking points
While talking to the media it is important to emphasize the following aspects
Though Comcast stock temporarily tapered off from its usual growth, it is not
something to worry about.
These things happen to all companies. At times the market can be volatile and in
no way does that speak for the future of Comcast.
The shareholders who have been with our company for a long time know that
their money is safe with Comcast. We have over 50 years of positive standing in
the marketplace, a trend you can count on in the coming fiscal year.
Twitter
Learn about almost 50 years of quality investing with Comcast >> (link)
Some things are out of your control. See what our CEO has to say about the latest
market trends >>> (Link)
Blog
The recent buzz about Comcast is no secret, there was an isolated incident in which the
stock dropped 20%. What is not being talked about enough is how the company is
handling the issue. What you will find if you look further into the actions taken since the
stock drop, is that Comcast is a company who cares about their shareholders,
employees and, most importantly, their customers.
This is not the first time a stock has dropped 20% in a short period of time, nor
will it be the first time a company has come back to a positive market standing
afterwards. Comcast firmly believes that this drop in stock is not in any way detrimental
to our company. This incident is the result of the capitalist marketplace. There is a
rhythm to be seen in the stock market; a rhythm that goes up and down. What we
witnessed in this recent stock drop was just the down portion of it. It is a natural
process in the market and is soon to be followed by the up part of the rhythm, with a
rise in stock value.
67
Comcast has seen almost 50 years of reliable market standing. Looking back at
the history of our stocks may give concerned investors the comfort they are looking for.
In 1999 we had over a 98% increase in stock value in just one year. Over the past four
years leading up to this incident, Comcast stock had risen 173%. With trends like these
investors, employees and customers can take comfort in the fact that Comcast is here
to stay.
68
NEWS
_______________________________________________________

Contact: Sam Winchester
Voice: (545) 345-6589
Fax: (545) 345-6588
COMCAST CEO ADDRESSES STOCK DROP

DATELINE -- At __________ (time) on ____________ (date), Comcast CEO, Sean
Carter, held a press conference in regard to the recent fluctuation in stock value.
Comcast has recently experienced a 20% drop in stock value. This is the largest stock
decrease of stock value in company history. Carter accredited the recent change in
stock value to the structure of the market in his statement, These things happen to all
companies. At times the market can be volatile and in no way does that speak for the
future of Comcast.
Though this is the first spoken statement released, Comcast has released
several other written statements on their website, comcast.com.
The effects of this recent stock drop are seen as a temporary setback for the
company. Many top investors believe it is not a serious threat to the longevity of the
company.
69
Media Advisory
____________________________
Why: ___________ (spokesperson/s) will give a brief statement about the recent
stock drop. There will be a Q&A session after.
70
Press Conference Script_____________________

This press conference should be given by the dedicated spokesperson for the crisis. It
should be scheduled immediately, this way we do not give the media a chance to
speculate.
Thank you ladies and gentlemen of the press for joining me here today. My name
is ____________ (spokespersons name). I am here on behalf of Comcast to address
the recent drop in stock value our organization has experienced.
Over the past half of a century, Comcast, alongside its investors, have shared in
many success. Going back to 1999, our stock nearly doubled in the course of just one
year. Unfortunately, I am here today because of concern that is shared by investors,
employees and the public.
Recently our stock has devalued just over 20%, justifying the general concern, as
this does affect shareholders, but it is important to remember that these things happen
to all companies. At times the market can be volatile and in no way does that speak for
the future of Comcast. Before this negative fluctuation in stock value, comcast stock had
risen 173% over just the past four years.
Comcast customers have no need to worry as this does not change our service.
We will continue to provide high-quality service & community outreach initiatives.
At this time, we are not going to speculate as to when the stock will return to its
previous value, but I will say this; the shareholders who have been with our company for
a long time know that their money is safe with Comcast. We have over 50 years of
positive standing in the marketplace, a trend you can count on in the coming fiscal year.
Thank you all for coming.
71
Stock Drop Media Questions ___________

1. Who does the stock drop effect?
a. Stock drop will affect the shareholders and (will/ will not) affect the customers.
2. What steps is Comcast taking to address the drop?
a. Comcast alerted the shareholders about the sudden drop. Comcast is going to
continue to monitor their stock to keep all who is affected notified of the status of
the stock.
3. How can a shareholder find out how their shares were affected?
a. If you are a shareholder you can check your stock online. We will keep
shareholders notified of any sudden changes as we are alerted.
4. How does this affect Comcasts service to their customers?
a. This doesnt change our service to the customers. We will continue to supply
our service to our customers without any decline to our products.
5. How has Comcast recovered from a sudden stock drop in the past?
a. Comcast has had this issue happen before and we continued to provide our
service to our customers. Comcast will recover from this like we have in the past
and anticipating this as being just a smaller issue than it might appear.
6. How long will it take to recover from this current stock drop?
a. Comcast cant speculate how long it will take to recover from this stock drop,
however we do plan on continuing our service to our customers.
7. How does this change the way Comcast does business?
a. Comcast doesnt plan on changing our business. We do want to continue to
progress as the market changes. This is something we can continue to grow from
and we wont let this stop our service.
72
Post Crisis Evaluation Sheet______________

Crisis Information:
Date of crisis: _______________________
Time notified:
_______________________
Location of Crisis:
__________________________________________________________
effective?
Channel
Not Effective
Neutral
Effective
1. _______________ 0 1 2 3 4 5 6 7 8 9 10
2. _______________ 0 1 2 3 4 5 6 7 8 9 10
3. _______________ 0 1 2 3 4 5 6 7 8 9 10
4. _______________ 0 1 2 3 4 5 6 7 8 9 10
73

Crisis Information:
Date of crisis: _______________________
Time notified:
_______________________
Location of Crisis:
__________________________________________________________

Personnel
Competitor/Consumer
Supply Chain
Reputation
Explain.
need improvement?
74
75
Management Malpractice_____________
Comcast strives to meet the highest standards when engaging in the telecommunication
industry. The trust our competitors, the government, employees, and our customers and
consumers give us is of the utmost importance. Their trust is the cornerstone of our
success now and in the future.
Goal
Comcasts goal in the event of management malpractice is to maintain our companys
integrity.
Objectives
Assure both internal and external publics that an investigation into the extent of
the malpractice is ongoing.
Express our regrets and this regrettable incident, but remind our publics the
actions of a few are not indicative of company policy.
Communicate openly, honestly, and quickly with our publics and the press as
information becomes available.
Key Messages
Throughout the crisis Comcast will focus on the following key messages for both our
internal and external publics.
Comcast is investigating the extent of the managements malpractice.

Comcast is mortified by the actions of the person or persons involved.
Comcast is doing everything in its power to correct the mistakes made by the
person or persons involved.
76
Strategies
____________________________________________
In the event of management malpractice, Comcast will use three strategies to handle
the crisis. Below are short definitions of each strategy and the type of responses
associated with each.
Mortification
Accept responsibility for the actions and asking for forgiveness.
Example: Comcast apologizes to all of our customers, we are shocked and extremely
dismayed at this event.
Bolstering
Not denial of the event or perceptions of it, but shift of focus to something positive.
Example: For more than 50 years, Comcast has been dedicated to providing the best
in communications technology. We have worked hard with local communities to expand
digital literacy, we partner with many organizations to improve diversity in the
communications and digital fields, and we strive to offer the best service to our
customers while remaining environmentally conscious.
Shifting the Blame

Comcast was not at fault for this crisis.
Example: As troubling and worrisome as the actions of _______________ (person/s)
is/are they are not indicative of Comcasts policies, values, or beliefs.
Corrective Action
Comcast will do everything it can to prevent this same thing from happening again
Example: We are implementing new programs to ensure malpractice such as this
cannot happen again in the future.
77
Stock Drop Procedures__________________________

In the event that an executive, board member, or member of management becomes
embroiled in a controversy regarding management malpractice, Comcast should do the
following:
I.
Determine the nature of the crisis.

a. What type of malpractice has occurred?
b. How many employees are involved?
II.
Identify if any persons have already been affected.

a. Has the public been harmed due to the actions of management?
b. How many people have been affected by managements actions?
III.
Initiate internal and external communication sequences to determine who is to be

notified and in what order.
IV.
Determine what facts are known and if it is necessary to alert the media.
V.
According to Section 10b-5 Comcast must inform all shareholders of any material
information regarding the company. Before notifying the media:
a. Determine the facts and clearly state what is known. Do not speculate.
b. Notify the spokesperson. Only the designated spokesperson should speak
to the media.
c. Draft a press release with details to send out ASAP.
d. Hold a press conference if necessary.
e. Do not lie.
f. The integrity of Comcast should remain high priority.
78
Case Study 1 AIG_________________________________________

AIG Accused of Bailout Bonuses
Problem
In 2008, AIG had $441 billion exposure to credit default swaps causing the US
Government to declare the company was too big to fail. The US Federal Reserve
extended an $85 billion loan to American Insurance Group to be paid back as AIG sells
off some business in the biggest government takeover. However, amid the use of public
funds to save a public company, the company issued about $165 million in bonuses to
its employees and high level executives. The bonuses were met with extreme backlash
from the public, including the President who publicly admonished AIG.
Strategy
AIG attacked the accusers during their response to the criticism. In an interview with the
Wall Street Journal, CEO Bob Benmosche stated the uproar over bonuses was
intended to stir public anger, to get everybody out there with their pitchforks and their
hangman nooses, and all that -- sort of like what we did in the Deep South. And I think it
was just as bad and just as wrong.
After his announcement the backlash grew larger. The company responded by saying
they couldnt help but pay the bonuses. AIG Chief Edward Liddy stated, outside
counsel has advised that these are legal, binding obligations of AIG, and there are
serious, as well as business, consequences for not paying.
Despite the fact AIG might have legitimate concerns about breaking contracts regarding
bonuses their message was confused, not only by attacking those saying it was
outlandish, but also by claiming it would be difficult to retain talented staff if employees
believe that their compensation is subject to continued and arbitrary adjustment by the
U.S. Treasury.
Result
AIGs response to the criticism about post-bailout bonuses was unclear and led to more
confusion and anger about the matter. In late 2008, AIG agreed to suspend certain
executive bonuses, but continue to pay out retention bonuses to retain qualified
personnel. In 2009, CEO Edward Liddy spoke out and requested those who received
bonuses return at least half of them.
As a result of AIGs bailout, the company had to sell of portions, repay the government
loans with interest, and rebrand many of its subsidiaries. As a result of the bailout and
the controversy surrounding the bailout bonuses, AIG trades for half as much as its
competitor. The company is expected to regain its market standing and grow within the
next five years.
79
Case Study 2 British Petroleum_________

BP ignored prodromes
Problem
In 2010, British Petroleums Horizon Deepwater drill off the Gulf of Mexico. The
explosion killed 11 people and injured 17 as well as leaked over three million barrels of
oil into the Gulf of Mexico. As more information about the spill became available, it
became clear this event was not an accident or a fluke. In fact, BP had ignored several
prodromes which could have prevented the Horizon oil spill. In 2005, an explosion at
BPs Texas City refinery killed 15 and injured more than 180. The explosion was the
result of two significant CEO-mandated cuts in operating costs led to lower maintenance
and safety standards. A few years later, a corroded pipe near Prudhoe Bay, Alaska
burst spilled 200,000 gallons of crude. Investigations into the spill indicated the firm
wanted to save money therefore stopped cleaning and testing the pipeline. According to
the United States Occupational Safety and Health Administration (OSHA), BP was
responsible for 760 of the 761 citations it issued to refineries for what it labels willful
and flagrant violations of safety and health standards.
Strategy
After the BP Horizon Deepwater drill of the Gulf of Mexico, BP Group Chief Executive
Tony Hayward stated, On behalf of all of us at BP, my deepest sympathies go out to
the families and friends who have suffered such a terrible loss. Our thoughts also go out
to their colleagues, especially those who are recovering from their injuries. As oil
continued to spill into the Gulf, BP switched their strategy from mortification to
defeasibility. Tony Hayward stated, We are doing absolutely everything in our power to
eliminate the source of the leak and contain the environmental impact of the spill. The
company also characterized the spill as an accident by stating, I understand people
want a simple answer about why this happened and who is to blame. The honest truth
is that this is a complex accident, caused by an unprecedented combination of failures,"
said Chief Executive Tony Hayward. "A number of companies are involved, including
BP, and it is simply too early and not up to us to say who is at fault."
Once it became clear BPs management was in part responsible for the oil spill the
company tried to shift the blame onto Halliburton, who provided the concrete,
Transocean, who owned the drill stating, This was not our accident This was not our
drilling rig ... This was Transocean's rig. Their systems. Their people. Their equipment.
Result
BP was publicly admonished for trying to avoid responsibility and while BP didn't
directly address whether it believes it has paid enough for the disaster, (BP) noted
Wednesday that it has spent $14 billion in response and cleanup costs, $1 million on
restoration projects and $9 billion in compensation and expects to spend $7.8 billion
more to resolve the majority of outstanding claims. Two BP site leaders Robert Kaluza
80
and Donald Vidrine, along with former BP vice president of exploration for the Gulf,
David Rainey, were charged with manslaughter, BP plead guilty to felony misconduct
and forced to paid $4.5 billion in penalties.
Since the BP Horizon oil spill, BP has regained most of its former greatness. Between
2012 and 2015, BP has grown its dividend by 42%. BP has been raising its dividend by
about 9% per year in this time. Despite BP trying to shift the blame, lying about the
amount of oil spilled, and admitting fault, their market standing has almost returned to
normal. Analysts are still suggesting people buy BP stock thus ensuring their growth will
probably continue.
81
Case Study 3 - Enron
_______________
Enron Management embroiled in controversy

Problem
On October 17, 2001 the Wall Street Journal ran a piece written by John Emshwiller
and Rebecca Smith. The article was the first look into the precarious nature of Enrons
business and the beginning of the SECs informal probe of Enron (AGSM). Six days
later, Arthur Andersen, the auditor for Enron, orders approximately one ton of Enron
documents. On October 21, 2001 the SEC upgrades their investigation from informal to
formal. Enron begins attempts to sell itself to Dynegy in hopes of avoiding bankruptcy.
News breaks that Enrons board of directors, management, and other high level
employees were charged in conspiracy to commit wire fraud, money laundering, and
obstructing a Federal investigation (AGSM).
Strategy
Enrons strategy was to ignore the problem, deny the problem, and shift the blame onto
the external auditor, Arthur Andersen. When Jeffrey K. Skilling stepped down as Enron
CEO amid growing concerns of the companys health and falling stock prices, he stated
his departure had absolutely nothing to do with problems at the company or the fall in
the stock price. He also stated, there are no accounting issues, trading issues or
reserve issues...I can honestly say the company is in the strongest shape its ever been
in.
In a press release on January 17, 2002, Enron first publicly acknowledged there was a
problem with their company. The Chairman and CEO of Enron, Kenneth L. Lay stated,
While we had been willing to give Andersen the benefit of the doubt until the
completion of that investigation, we cant afford to wait any longer in light of recent
events, including the reported destruction of documents by Andersen personnel and the
disciplinary actions taken against several of Andersens partners.
Result
After a yearlong investigation by the SEC, the US Department of Justice began a
criminal investigation of Enron. The company filed for bankruptcy, collapsed, and most
of its senior executives and staff were indicted for fraud. Enrons management during
the crisis had been to ignore it for as long as possible, deny the problem existed, and
shift blame. The problem with these strategies is that it prevented shareholders as well
as internal and external publics from selling their shares in the company. When Enron
filed for Chapter 11 bankruptcy many lower level employees lost their life savings. While
Enrons problems were not solely that of mishandling the press, the collapse of Enron
may have been prevented had the management been clear and honest about what was
occurring in the company.
82
Case Study 4 Freddie Mac__________

Freddie Mac Misleads Investors on Risks
Problem
In 2011, Freddie Mac executives told their investors that their subprime-loan risks were
less than they actually were. The company told investors that they had $4.8 billion worth
of subprime loans when they actually had $43 billion. Freddie Mac CEO even said in a
speech, although advised against it by his legal counsel, that the company had
basically no subprime exposure, even though they 11% of its holdings were from
subprime loans targeted to borrowers with weak credit. Because of this, investors were
feeding more money into the largest home mortgage financing company under the false
information. The United States Securities and Exchange Commission (SEC), the federal
regulatory agency responsible for the securities laws, including stock exchanges and
more, conducted an investigation through which they discovered the fraud. The SEC
filed a lawsuit with Freddie Mac stating that the company engaged in a fraudulent
scheme that deceived investors about its true performance, profitability and growth
trends. This was caused by management malpractice of the executives that decided to
do this. According to the Christian Science Monitor, the bailout to Freddie Mac and
Fannie Mae could cost taxpayers about $1 trillion.
Strategy
The government fired the CEO Freddie Mac entered into agreements with the
government to accept responsibility, but did not admit or deny the charges. Since the
government took over, it helped to facilitate mortgage renegotiations. They also had to
pay money to the shareholders that were negatively affected.
Result
The government took ownership and control over Freddie Mac and the company went
into conservatorship.
According to the SEC the $50 million Freddie Mac paid was distributed to shareholders
affected negatively by the fraud.
83
Case Study 5 - Worldcom_________________

Worldcom Falsifies Documents
Problem
The second-largest telecommunications company was looking to merge with Sprint. The
Department of Justice, afraid that the merger would create a monopoly, shot down the
merger before it was able to get anywhere. Because of this, the companys stock price
dropped, and because CEO Bernard Ebbers owned hundreds of millions of dollars
worth of the stock that he invested in other areas, banks began to demand that Ebbers
cover the margin of the drop, which was more than $400 million. After convincing the
Worldcom board to lend him the money, he began to create fraudulent accounting
entries to make it appear that the Worldcom stock was rising again. Worldcoms internal
audit discovered the fraud and reported Ebbers.
Strategy
Worldcom terminated Sullivan without severance. Vowed to take extra actions to
remedy the situation.
Result
Worldcom went out of business as a result of the fraud, and the SEC took corrective
action by successfully convicting Ebbers on charges of conspiracy, fraud and falsifying
documents. He is now serving a 25-year prison sentence in federal prison.
84
Information Alert Sequence____________

Internal Publics
Employees
Executive team
Board of directors
Corporate officers
Shareholders
situation.
External Publics
Customers
Media
Competitors
Public officials
Union officials
Community leaders
Finance partners
Spokesperson: The CEO or next highest level executive should be the spokesperson in
this crisis. If more than one member of management is involved in the crisis, the acting
CEO should be spokesperson.
85
Phone Tree
_______________________________________
Crisis Communication Team

the list of Corporate Officers. In the event that Roberts or another member of the Crisis
Team is involved in the controversy they are to be skipped and the next person should
be notified.
Work
Cell
Cell
Phone
Home
Phone
Email
Brian Roberts
CEO
5876895987
5873241148
4475896411
James Dean
5878795541
5876624575
5878998745
jdean@comcast.com
Josh Lyman
5879651254
5873114475
2212146321
jlyman@comcast.com
Will Bailey
of General Counsel
5874782211
5878962458
5874123321
wbailey@comcast.com
CJ Cregg
Officer
5871146324
5142257821
cjcregg@comcast.com
Corporate Officers
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Toby Ziegler
Relations
5872419654
5874586214
5874586211
Sam Seborne
Finance
5876214787
5874566217
5876326514
Zoe Bartlet
5879652145
5874568925
5874589653
Ralph Nadar
5874854854
5874899622
5876326321
rnadar@comcast.com
Danny Kenkanan
5876962154
5874873214
5874879652
Donna Moss
5874116253
5879656321
5874156984
dmoss@comcast.com
Gavin Lestrade
Executive Director
5489652545
5486982415
5486322145
Martin Freeman
Assistant Director
5486982145
5486214478
5483218775
mfreema@comcast.com
Samson Gomorrah
5487892115
5483328963
5487896251
Marsha Brady
5487821458
4783215425
4783544785
mbrady@comcast.com
Board of Directors
Public Relations
87
Talking Points and Script
______________
In the event of management malpractice is it imperative Comcast maintain integrity.

Comcast should communicate with internal and external publics quickly and accurately.
The following are example communications for social media, Comcast blog post, and
the press.
Twitter
Express mortification.
Emphasize managements actions are not indicative of Comcasts values.
Emphasize the good Comcast has done in the past.
Ensure the public Comcast will do everything it can to prevent this in the future.
Comcast is mortified by the recent actions of management. We are currently

investigating their actions. For more info corporate.comcast.com
We here at Comcast are mortified by the recent actions of one of our employees. Find
out what we are doing to make it right at >>
To the consumers and employees who feel disheartened by the actions of this
employee, Comcast promises to take the necessary corrective steps to ensure this does
not happen again. Comcast is founded upon ethics and trust. Our future management
has taken a vow to practice transparency with the public in all departments of our
organization.
Talking points
I.
II.
III.
IV.
Though this recent employee malpractice was at the management level, it is an

isolated event and does not affect the company as a whole.
Comcast has worked to promote diversity, improve digital literacy, and drive
innovation to create the worlds best entertainment and online experiences.
Comcast is dedicated to providing the best possible entertainment and online
experiences. Despite this shocking event, Comcast will rebuild and be better than
before.
This event was the actions of one or a few people and is not indicative of
Comcasts values, ideas, or beliefs.
Blog
When there is an issue, we here at Comcast like to tackle it head on. So when
we found out there was an incident where one of our employees was not conducting
himself in a matter that reflects our company values, we jumped on it.
It is important to note that Comcast in no way approved of or supported this
persons actions. As soon as the information was brought to light in regard to how this
88
employee was conducting themselves, their employment with Comcast was terminated.
It was truly disheartening to us to find out that one of our trusted Comcast family
members would do something like this.
A corporate blunder such as this is certainly not indicative of what Comcast is
about and, more importantly, what we bring to the community. Our company values
strong communal bonds and actively seeks new ways to strengthen them. For example
our Comcast Internet Essentials program, a program that offers large discounts on
service and equipment to low-income families, has now reached over 300,000 homes.
That is an estimated 1.2 million American lives that Comcast has been able to directly
benefit. We hope to expand the program and reach even more lives in the near future.
The public should feel comforted in the fact that this issue of malpractice has
already been taken care of. It was an isolated incident in which one person acted
against our companies objectives and was terminated from employment as a result.
Comcast is a caring company that constantly seeks to better its community. We were
mortified to have this happen but, looking to the future, we are certain nothing like this
will happen again.
89
NEWS
_______________________________________________________

Contact: Sam Winchester
Voice: (545) 345-6589
Fax: (545) 345-6588
COMCAST INVESTIGATING POSSIBLE MANAGEMENT

MALPRACTICE
DATELINE- At approximately _____________ (time) today _____________
(date), Comcast became aware of _____________ (person/s) were involved in
______________ (type of malpractice).
Comcast is mortified by managements behavior and are investigating the extent
of this malpractice. Currently, we know ___________ (person/s) have been involved
and they are currently suspended pending more information.
Comcast is dedicated to bringing the best possible service to its customers and
maintaining the highest levels of integrity of our employees and our management. With
more than 136,000 employees we are committed to leveraging our global assets in a
ways that go beyond creating value for our customers and shareholders to connecting
and strengthening communities.
The regrettable actions of _________ (person/s) are not indicative of Comcasts
practices as a whole. While the reasons behind _________ (person/s) actions are still
unclear, Comcast is committed to working with the authorities to find out the extent of
their actions and what this means for our company.
90
Media Advisory
_____________________________
Why: Comcast is mortified by the behavior of ____________ (person/s). Comcast is
dedicated to providing quality service and innovation. The press conference will include
a short statement by _________________ (spokesperson) followed by a brief Q&A
session.
91
_______
The following speech will be given by the chosen spokesperson for this crisis.
The speaker will express empathy and our commitment to our customers. It is important
to state facts, not speculate, and be open, honest and transparent with the media.
Thank you, members of the press for attending this press conference this
evening. There has been an incident involving members of the Comcast management
team. We are shocked and angered at the actions of these individuals that were in
management roles at Comcast. We want to assure you that (his/her/their) actions are
not representative of Comcasts policies, values or beliefs. For more than 50 years
Comcast has been dedicated to providing the best in communications technology, and
we are proud of that record. Therefore, we have removed __________________ (insert
name of offending manager here) from (his/her/their) position(s) with the Comcast
Company. We apologize to all of our customers on behalf of these individuals and are
implementing new programs to ensure any similar incidents do not happen again in the
future. We value our customers. As a company, we have worked hard with local
communities to expand digital literacy, and we strive to offer the best service to our
customers while remaining environmentally conscious. While the actions of these
individuals do not reflect on our values as a company, we understand we have to work
hard to earn your trust again and are interested in doing just that.
92
___
During a crisis the media will be both our biggest asset and friend. It is our job to
communicate the information necessary for the general public to the media. However, it is
crucial to keep in mind the media sometimes ask tricky questions. You must be prepared for
them. Below are sample questions and answers.
Q: What was the exact nature of the malpractice?
a. Depending on the type of malpractice, you will enter the details here. Remember
do not speculate. Do not lie.
Q: What is being done is response to what is happening?
a. ____________________ (person/s) involved in this malpractice (have been let go
/ are suspended until we conclude our investigation). _______________________
(new CEO/CFO/Members of management) have taken over the company and will be
looking into restructuring the company.
There will be (some/no/a few) interruptions to our customers service. We expect
Comcast to come out of this event bigger and better than before.
Q: Can you tell us what happened?
a: This incident was caused by the greed and selfishness of (one person/a few
people). __________________ (person/s) ___________________ (what they did, if
known). More information will be released as it becomes available.
Q: How much damage is being/will be done?
a: Our investigations are ongoing. So far we know ________________________
(person/s) was/were involved and __________________ happened. As I said, well
release more information as it becomes available.
Q: Have/Will the authorities been contacted?
a: Yes/We are in the process of contacting them now. We will fully cooperate with
the authorities.
Q: Do you think those involved handled the situation well enough?
a: Yes, Comcast fully trusts our employees and staff and believe they have acted
admirably during this surprising time.
Q: What steps need to be taken to avoid a similar event?
a: Comcast is investigating exactly what happened to cause this event. We look into
all our company practices and we are working hard to return to our values.
Q: Where does this leave Comcasts customers and shareholders?
a. Comcast will continue provide the best possible service to our customers.
Comcast will recover from this bigger and better than before.
93
Post Crisis Evaluation Sheet_________________

Crisis Information:
Date of crisis: _______________________
Time notified:
_______________________
Location of Crisis:
__________________________________________________________
effective?
Channel
Not Effective
Neutral
Effective
1. _______________ 0 1 2 3 4 5 6 7 8 9 10
2. _______________ 0 1 2 3 4 5 6 7 8 9 10
3. _______________ 0 1 2 3 4 5 6 7 8 9 10
4. _______________ 0 1 2 3 4 5 6 7 8 9 10
94

Crisis Information:
Date of crisis: _______________________
Time notified:
_______________________
Location of Crisis:
__________________________________________________________

Personnel
Competitor/Consumer
Supply Chain
Reputation
Explain.
need improvement?
95
References
96
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Crisis Communication Plan

Media Policies and Procedures

Post Crisis Evaluation Sheet

Goals and Objectives

Identify potential crises and threats

To be the most successful telecommunications provider in the industry.

Crisis Communications Team (CCT)

Shifting the Blame

Crisis Management Checklist____________

Preparation to address the public

Evaluate the situation

Addressing the Public

Contact critical internal audiences

Crisis Communication Center____________

526 Colorado Ave.

Computers running the applications needed by

19845 Samson Pl.

Computers running the applications needed by

Fax machine and copier

(Current Stock standing as of 4/22/15 according to Marketwatch.com)

Crisis Communication Plan

Crisis Communication Team_______________

Head of Legal Department

Promotional and Marketing Strategies:

In the event a Comcast employee, spokesperson, or crisis team member is unsure of

Media Policies and Procedures________

Philadelphia Daily News

New York Times

Los Angeles Times

Wall Street Journal

Dos & Donts of Media Interaction_

Do think before you speak

Do not be offended by a reporters ignorance

Handling Negative Comments________

Do not delete negative comments

Check your head

Respond to each complaint in the public stream

Consider another avenue from complaints

Be clear what information was incorrect and how it has changed

Summary of Included Plans_____________________

Stock Drop 20%

Crisis One Hacking

Crisis One: Hacking Introduction

What is a hacking crisis?

When talking to the media and the public:

Case Study 1Anthem

Over 80 million Anthem employees and customers hacked

Case Study 2 Home Depot

Customer data breached at Home Depot

Case Study 3 JP Morgan

JP Morgan experiences largest intrusion ever

Case Study 4 Sony Entertainment_____

Case Study 5 Target

40 Million Target customers affected by data hack

Information Alert Sequence

Crisis Communication Team__________

Executive Vice President

Talking Points and Scripts

Unfortunately, during the recent cyber-attack we experienced, some customer

For immediate release

COMCAST WORKING WITH AUTHORITIES TO