Pressure Public Relations

Crisis Management Manual

Table of Contents
Overview

Crisis Overview

Crisis Team

Action Matrix

Fact Sheet

Key Messages

10

Useful Third Party Resources

Frequently Asked Questions

Media Alert

11

15

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Overview
Goals & Purpose
The goal of a crisis communication plan is to provide an outline of instructions to manage an
unforeseen event or situation that has the potential to be hazardous to a company, organization, and/or
brand. This plan is carefully constructed to minimize the threat of negative publicity and/or attention for
our said client, Speechless. The mission is to reposition the crisis in a manner that is no longer detrimental
to her brand and career.
The intent of this manual is to solidify a crisis communications plan that provides a stable
structure, communication, and management style necessary to handle crisis in an accurate, but speedy
rate. As each crisis is unique in its situation, the outline of the developmental plan will be applicable to
any situation (with minor adjustments). It is crucial that the development of the crisis communication is
full running and on one accord. The team will construct a list of predetermined questions and answers that
has the potential for negative exposure.
Parameter for Use
This plan will contain checklists, potential questions and answers, contact information, drafted
news releases, talking points for persons unfamiliar with speaking to the press, sample media statements,
brief facts sheets, and other materials that may be useful in covering and managing a crisis. It will be the
duty of each team member to become familiar with this developmental crisis communications plan and be
readily available to apply the plan. This plan will be useful for our client, Speechless.
This plan will be in effect from February 2015 to May 2015. This document represents resources
that will incorporate changes in content and contact information. A crisis exercise will be constructed to
ensure that this plan is effective and recommended.

Crisis Overview
For nearly 10 years Speechless has devoted her time and effort into becoming a well-known rap
artist. After years of perfecting her craft, she is now gaining notoriety and great success. Early this
morning, we received a call that Speechless nude photos went viral. Throughout social media, Speechless
private photos were being posted and shared. As it is the intent of many artist to release overly sexual
photos, that is not the case for our client Speechless. Speechless believed that her portraits were safe in
the Cloud.
Whereas, Speechless loves her fans, she wants to gain popularity for her talent rather than assets.
If unmanaged, Speechless career is in jeopardy as many labels would not want to associate with overly
explicit photos. Her fan-based and music sales have the potential to decline.

Assess the Situation

1.

What crisis has occurred?

After being invited to open for many popular artists, Speechless was informed that there were nude
photos of her going viral over the Internet.
2.

Who is involved?

Twenty four year old rap sensation Speechless.

3.

When did the issue occur?

Speechless received a call from her manager at 2:13 a.m stating that her private pictures were going viral.
4.

Where is the event unfolding?

This scandal occurred when Speechless tour with other artist was approaching. The occurrence of this
scandal was questionable because of the timing and other incidents like this have occurred with other
celebrities in order to boost their record sales but this was not the case for Speechless.
5.

What is the problem? What is the cause?

Speechless thought her photos would be safe in the Cloud unfortunately, things took a turn when her
private photos were leaked all over the Internet.
6.

Do you have concerns over the incident for industry, environment, or customers?

The concerns we have are the fact that Speechless fans may question her motives as an artist. We hope
her fans realize that this was a horrifying mistake and that the photos that have surfaced embarrassed her
tremendously. We hope her fans will continue to support her and her career.
7.

How widespread is the issue?

This issue is extremely widespread, simply because of the fact that Speechless has been in the rap game
for 10 years, which has made her very successful and known to the public.
8.

What is your response for the problem?

When it came to our attention that these photos have surfaced, our instant reaction was to assure fans that
she did not do this for attention. Speechless has worked very hard for her success and during the past 10
years of her rap career she has worked hard and fairly and she would never take the easy way out by
making a cry for attention and leaking her own nude photos.
9.

What are the possible actions that can be taken to address the issue? How will the industry

make things right?

The possible actions that can be taken to address this issue is making sure no inappropriate pictures of
Speechless ever get leaked again. We plan on getting fans to see Shameless as the artist that they saw her
as before, which is a successful and genuine rap star. In order to get back her good name, Speechless
plans on working with an anti bullying organization by featuring in a photo shoot that is tastefully done
and shows that although she was a victim of this crisis, she can get through it and hopefully she can help
others get through crisis like this also. She wants people to know that this incident was very hard for her
and it could happen to anyone but she pulled through it and she wants to help those who have been
affected by situations like this cause it might not be as easy for others to handle.
10. Will the industry change or stop what has led to the crisis? If not, why?
Hacking is something that is beyond our control. Speechless and many other individuals thought that their
content would be safe in the Cloud but unfortunately her pictures were leaked. Hopefully those who
created the Cloud will create a stronger security system that makes it impossible for it to be hacked into.
11. What are the steps that will be put in place to prevent future occurrences?
The only thing we can assure individuals is that Speechless plans on being extremely cautious of the
content that she captures on her own time.

Crisis Team:
Maya Henderson
Industry Representative
(804) 366-6714
maya.henderson16@gmail.com
To act as the face behind the scenes of the crisis
Morgan Wilkinson
Executive Human Resources Consultant
(917)971-6242
morgan.wilkinson1@gmail.com
To communicate with any emergency officials regarding the crisis including police officers
Chantell Thornton
Executive Legal consultant
Chantell.t@live.com
(610) 909-7908
To serve as the contact professional for any legal action on behalf of our client.
Keilah Joyner
Internal communications message developer
(301) 385-6528
keilah.joyner@my.hamptonu.edu
To develop the message to be presented as our industry makes the first statement by our spokesperson,
Jillian Carter.

Crisis Communications Team:

Jillian Carter
External Affairs Spokesperson
(585) 613-2773
jillian_crtr@yahoo.com
To be the face in the media representing our client to answer any inquiries after crisis
Ayanna Temple
Social media communications expert
(908) 967-2614
temple.ayanna@gmail.com
To actively update and handle any backlash, trending questions/ hastags regarding our client, Mackenzie
Speechless Jones, on all social media channels including blog-sites, Twitter, Facebook, Instagram, and
tabloids

Action Matrix
Timing
1. How urgent is the crisis/event?
This crisis is urgent because being as though Speechless photos were leaked right before her tour, this
required an immediate response to let individuals know that this was not a stunt pulled to increase sales.
2. Is a deadline involved?
No
3. What will happen if nothing is done?
If nothing is done fans will think that Speechless leaked this photos for attention and to further her music
sales.
Trend
1. Will the problem get worse?
The problem will not get worse simply because the damage has been done when these photos were
leaked. The only thing we can do is help people forget about this crisis by showing them why they have
grown to like Speechless in the first place.
2. Does the crisis/event have the potential for growth?
The crisis would only have potential to grow if more photos that could endanger Speechless career come
to surface.
Impact
1. How serious is the problem?
The problem is very serious because it can jeopardize Speechless career and her integrity.
2. What are the effects on people, products, environment, organization, etc.?
Speechless fans were affected because they were shocked by the content of these pictures and they
questioned her integrity due to the timing of the pictures being released. Many people questioned the
safety of the cloud because at the time it showed that no ones content was safe on it.

Fact Sheet
Mackenzie Speechless Jones is an American female rapper, singer, songwriter, philanthropist,
and entertainer.
Background

Mackenzie Jones, also known as Speechless was born on August 24 1990 in Brooklyn, New York.

Mackenzie is 24 years old.

She graduated from Long Island Performing Arts High School with a focus in a songwriting.
She attended Rutgers University in New Jersey where she graduated with her Bachelors degree in Mass

Communications.
She is married to her high school sweetheart, and Los Angeles rapper, Game Time. (2014)
They have one daughter, Lyric. (2013)
Website: www.therealSpeechless.com
Career

She was discovered at 11 at a school talent show by representatives of Bad Boy Records.
Signed with Top Dawg Entertainment, as the first female rapper in 2011.
Her single Like A Girl, was her first rise to superstardom.
She is set to be cast in Bad Girls Club: Celebrity Edition

Discography
The discography of American recording artist, Speechless, consists of two studio albums, one extended
plan, one dvd, one promotional, single, 17 singles, including 8 as a featured artist, and 11 music videos.

Title

Album Details

Certifications

Like A Girl

Released: September 28, 2011

RIAA: 3

Label: TDE

Platinum

Formats: CD, Digital Download

BPI: Gold
IRMA: Gold
MC: Platinum
RIANZ:Gold

Speechless

Released: December 5, 2014

RIAA:

Label: TDE

Platinum

Formats:CD, Digital Download

BPI: Silver

Video Title
"Like A Girl"

Year

Director(s)

2011

Benny Boom

2011

Fat Cats

2011

Joseph Kahn

"Lips Are Movin"

"Oh"
"And I"
"Lying"
"Promise"
"First Lady"

Diane Martel
2013

(feauturing Nicki Minaj)

"Can't Leave 'em Alone"

Fat Cats

"That's Right"
(featuring Kendrick Lamar)
"Go Girl"

2014

Melina

"Speechless"

2015

Chris Robinson

"Love Sex Magic"

Diane Martel

Awards and Honors

Teen Choice Award Best New Artist 2011

BET Awards Upcoming Female Rapper 2011
MTV Awards Rising Star Award 2012
American Music Awards Best Female Rapper 2014
Philanthropy

#LikeAGirl
Stop Bullying.org
DoSomething.org
Get Schooled Foundation
Save The Music Foundation

Key Messages

Mackenzie Speechless Jones received her Bachelors degree in Mass Communications from Rutgers
University and possesses a generous understanding of the importance of crisis communications and the
damage crises can do.

Speechless was recently awarded the key to the city, in her hometown Brooklyn, as a token of
appreciation by Mayor Bill De Blasio for her consistent philanthropic service to the community, and
especially the public schools.

Speechless is an advocate for the national Stop Bullying campaign, and donated over $20,000 just last
year in support of their awareness efforts, including walks, seminars, and self defense courses for kids and
adults.
Useful Third-Party Resources
Emergency Services
Name: James Comey
Title: FBI Director
Work Phone: 202-324-3000
Cell Phone: 202-459-7630
Home Phone: N/A
Work E-mail: James.Comey@FBI.gov
Personal E-mail: J.Comey@myemail.com
Assigned Responsibility: James will handle the scandal by investing Apple, determining how the nude
pictures got leaked, and finding and removing the nude pictures from the internet.

University/Consultants
Name: Robert Barchi
Title: Rutgers University President
Work Phone: 848-932-7574
Cell Phone: 908-756-3820
Home Phone: N/A
Work E-mail: president.rutgers.edu
Personal E-mail: RoberB@gmail.com
Assigned Responsibility: Robert will use his connections to put the crisis team in contact with other
constituents that might be able to help diffuse the situation or spin it into something positive. Robert will
also release a formal statement about how Speechless was such a great person and student and how the
university supports her in this hard time.

Government
Name: Terrell McSweeny
Title: FTC Commissioner
Work Phone: 202-326-2606
Cell Phone: 801-763-2476
Home Phone: N/A
Work E-mail: Terrell.McSweeny@FTC.com
Personal E-mail: TSweeny@yahoo.com
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Assigned Responsibility: Terrell would work with the FBI in determining what happened and what
rights of Speechless were violated. They would then make sure they backed the team in any statement
that is made by enforcing that Speechless rights were violated.

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News Media
Name: Terrence Jenkins
Title: E! News Anchor
Work Phone: 405-637-8976
Cell Phone: 302-547-0621
Home Phone: N/A
Work E-mail: Terrence.J@Enews.com
Personal E-mail: TJ@gmail.com
Assigned Responsibility: Terrence would get Speechless and her family noticed on E! News and E! News
Online. He would also bring up other stars that this same incident has happened to and bring light to the
fact that she is married with kids now.
Name: Wendy Williams
Title: Talk Show Host Wendy Williams Show
Work Phone:(424) 732-7030.
Cell Phone: N/A
Work Email: comments@wendyshow.net
Personal E-mail:N/A
Assigned Responsibility: Speechless would appear on the Wendy Williams Show to discuss the crisis for
the last time in an interview. During the interview she would be sure to mention all of charitable and
philanthropic efforts that she has been putting forth.
Name: Algeiee Johnson
Title: Journalist Hampton Voices Newspaper
Work Phone: (757)-244-5654
Cell Phone: N/A
Work Email: aj@voicenewspaper.com
Personal Email: N/A
Assigned Responsibility: Since our headquarters is Hampton, VA, and Speechless has had some of her
best press tours in the Hampton Roads area, they have built a connection with Hampton Voices. They will
be responsible for putting out positive stories and philanthropic efforts Speechless is engaged in.
Employees
Name: Brianna Barnes
Title: Personal Assistant
Work Phone: 736-408-9128
Cell Phone: 405-769-4827
Home Phone: N/A
Work E-mail: BBarnes@gmail.com
Personal E-mail: BB@gmail.com
Assigned Responsibility: Brianna would provide testimonials on how well-behaved Speechless normally
is; and how although the pictures were inappropriate, they were sent to her high school sweetheart, now
her husband, because they were unable to spend time together.

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Customer
Name: Cameron Ladder
Title: President of Speechless Fan Club
Work Phone: N/A
Cell Phone: 732-691-4850
Home Phone: N/A
Work E-mail: Speechlessfans@gmail.com
Personal E-mail: Ladder@yahoo.com
Assigned Responsibility: Ladder would make sure to communicate to the fans what is going on with the
scandal and making statements that will appeal to their emotions and rally them to stand up for
Speechless.
Trade Associations/Allied Organizations
Name: Gladys Sandler
Title: Director of National Organization for Women
Work Phone: 436-628-9054
Cell Phone: 323-690-1052
Home Phone: N/A
Work E-mail: NOWinfo@women.com
Personal E-mail: Gsandy@gmail.com
Assigned Responsibility: They will provide Speechless with community service opportunities. This will
help well known respected women in the community to get to know her and possibly sympathize with her
situation.
Retailers, Grower, Shippers
Name: Ray Harris
Title: Barnes & Noble SVP
Work Phone: 934-789-5675
Cell Phone 437-698-0149
Home Phone: N/A
Work E-mail: Ray.Harris@BN.com
Personal E-mail: RH@gmail.com
Assigned Responsibility: Ensure that speechless single is being promoted in the store to make keep up
aware.

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FAQ

What happened?
Who is in charge?
Has this been contained?
What can we expect?
What should we do?
Why did this happen?
Did you have forewarning?
How do we know?
Who is responsible?
Why did it happen?
Who is affected?
Who can we trust?
Who needs to hear from us?
What should we say?
How should we say it?

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MEDIA ALERT
March 19, 2015
Media Contact: Pressure PR
757-555-5555
757-555-5555

Mackenzie Speechless Jones responds to nude leak

New York, Ny --- On Thursday, March 19th naked photographs of pop sensation
Mackenzie Speechless Jones were leaked to the public. An unknown party made a
dummy account and posted the hacked pictures to the popular social media site, Twitter.
Instantly the pictures received over 1,000 likes and retweets. In the past couple year it
had become trend for outside parties to attempt to tarnish the reputation of up and coming
artists, like Speechless, by invading their privacy.
After viewing the pictures Speechless responded to Complex Magazine, It is really
upsetting that absolutely nothing is personal and precious to some people. I am in no way
promiscuous and I am incredibly embarrassed that intimate photos of me, which were for
my eyes only, are now on display. We are currently working with the FBI and twitter to
find out who is responsible and how incidents like this can be avoided in the future.
For more information please contact Morgan Wilkinson at 757-555-5555.
Media Statement
1. Top Dog Entertainment is aware of the breach of privacy that occurred with Speechless. We have
launched an investigation with the FBI to try and solve the issue. More information will be provided as it
becomes available.
2. Top Dog Entertainment, the FBI, and the FTC are working together to determine how these pictures got
leaked. It is clear that this was not an incident and that her privacy rights were violated. We are saddened
by this because not only does hurt Speechless it also hurts her fans. We will be presenting a press release
in the next few days.

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