Crisis Communications Plan for:

The National Youth Sporting Association

Presented by:

Helping Hands Communications

Alyson Jones
Kenneth Wells

Define the Crisis

What is the Crisis?
The National Youth Sports Association is noticing a decline is registration and
participation in the organization. Parents are starting to worry about the number of injuries that
occur in youth sports and therefore are refraining from enrolling their children in them.
What is the root cause of this situation?
The increasing amount of sports related injuries.
What is this crisis impacting?
This crisis is impacting the very basis of The National Youth Sports Association. Their
aim is to provide a safe outlet for children to discover their talents and skills, a place for them to
form friendships and self-confidence. Without children to participate in the program, The NYSA
does not succeed in meeting these goals.
How widespread does this crisis reach?
This crisis is spread occurring in all of the National Youth Sports Association regions
across the United States.
Why are we being contacted?
The National Youth Sporting Association needs our help to not only address the issues of
low registration in our programs but also re-launch our program to ensure that parents and
children feel safe participating.
What is your response to the problem?
Helping Hands Communications plans to solve this issue by reinforcing the importance
of a family-involved association. We will launch a campaign that welcomes parents back to the

entire sporting experience. We want to replace our hired coaches and refs with volunteers from
the community. Encouraging the parents of the children involved in our program to do more than
just drop their child off and pick them up after practice, but to actually be involved in the practice
and games. If the parents are heavily involved in the entire experience they will be able to look
out for their

Crisis/Action

Timing

Trend

Impact

Process

Pinpoint Program
Mistakes

PA

Plan New Program

Goals

DA

Review Program Injury

Stats

PA

Recruit Responsible
Staff

DA

the

Enforce Medical
Training

PPA

community.

child as
well as the
other
children in

This will

not only bring each community closer together, but also quell some of the parents fears since
they will be right in the mix along with their children. We also plan on having much more safety
precautions available for the children. Medical staff will be readily available at both practices
and games to ensure that no incident goes unchecked.
Action Matrix

Understanding a Crisis
Goal
The point of this communications plan is to put in place a plan of action in case any type of crisis
occurs that involves the National Youth Sporting Association. This guide will ensure that all
departments of the organization are prepared when it comes to handling issues should they arise.

Examples of media releases, media lists, fact sheets and media talking points will be provided to
ensure the crisis that occurs will be handled with extreme care to prevent damage to this
organization.
What Is A Crisis?
A crisis is a situation that involves the following criteria:

Surprise
Threat
Short response time

Since a crisis is a surprise, its hard to plan and prepare for what kind of situation might arise.
However, in any crisis situation, it is important for everyone to remain calm. You need to
mitigate the crisis by addressing the issue and manage the risks. The following guideline can
help you prepare for a crisis before it happens
1.
2.
3.
4.
5.
6.

Predict Anticipate issue that could possibly arise within your company or organization
Position Decide what your stance will be on said issue
Prevent Put precautions in place to avoid these issues
Plan If Prevention is not affective, decide your plans to deal with the issue
Persevere Stick with the plan you started with and see it through to the end
Evaluate After the plan is followed through; review the outcome of the plan, assess
strength and weaknesses and see what can be changed for the next crisis.

Crisis Preparation
Attend Media Training

Make sure that all staff has been briefed on how to react in a crisis situation to ensure
that everyone what their role entails.

Form Crisis Communication Team

Select a team and team lead of qualified individuals that will represent the
organization in the best light.

Understand/Asses the Crisis

Investigate and confirm as much information on the crisis as possible. Determine

magnitude of the crisis. Check sources and speak to all parties involves to make sure
everyone is on the same accord.

Develop Response

Develop key messages; determine how the crisis will be handled and what steps will
take. Create response timeline for crisis communications team including statements,
news releases, and press conferences. It is VERY important to note that no one should
address the media besides those on the crisis communication team.

Communicate with Public

Identify key audiences and media that you would like to reach. Create media contact
list and start communicating with those people. Begin to monitor the media and
Internet responses to your statements.

Evaluate Progress

As time goes on, ensure that what is being carried out matches what was laid out in
the develop response stage of the plan. If the points arent matching up, re-evaluate
the plan. After crisis is handled, address what went well in your plan and what needed
work to have a starting point for the next crisis.

Background
National Youth Sporting Association
The National Youth Sporting Association is an organization headquarters in Irvine, California.
Their mission is to offer every child the opportunity to play any of the many sports offered in our

programs. Open to boys and girls all across the United States aged 4-17; we offer baseball,
cheerleading, football, soccer, and softball. We aim to provide these children with a safe and
nurturing place to develop skills that will benefit them in the future, such as the importance of
exercise and teamwork.
Helping Hands Communications
Helping Hands Communications is the best in solving crises for everything children
related. Our goal is to cooperate with different organizations to create win-win situations for
everyone. Our purpose is to make sure that youth organizations can maintain a natural, safe
environment while preventing them from going bankrupt at the same time. We know that one of
many factors of a healthy life for a child is proper fitness and nutrition as well as communication
among fellow peers. Our team works with other organizations and youth groups to provide
activities, different projects, and organizational events to further promote their efforts to inspire
childrens growth in the world.
Our Account Services Coordinator at Helping Hands Communications is Alyson Jones.
She graduated from Hampton University with a Bachelors Degree in Communications.
Our Media Relations Strategist is Kenneth Wells. He also graduated from Hampton University
with a Bachelors degree in Broadcast-Journalism.
Helping Hands Communications has a 24-hour Crisis Communication team that is always
in service. For more information, go to www.helpinghands.com and click on e-mail to send us
your case. Helping Hands Communications is available on Facebook, Twitter, Instagram,
YouTube and various other sites. Dont let your crisis wait; get it straight today!
Partners of Helping Hands Communications
NFL Play 60

NFL Play 60 and Helping Hands Communications have teamed up to create the 60s Club Group
throughout the United States. The 60s Club is a group that sets out to promote numerous team
games that promotes sportsmanship and togetherness with follow youth.
UNICEF

Together with UNICEF, Helping Hands Communications have created the Project Play
Foundation. The foundation was created to help raise money for worldwide youth groups that are
struggling to maintain building structures, low budgets, and other negatives that group are going
through. So far, Helping Hands has risen over $50 million dollars worldwide through various
donations.
Boys and Girls Club of America

Our newest partner this year is the Boys and Girls Club of America! The Boys and Girls Club
and Helping Hands Communications are working with Home Depot and Toys R Us in donating
and building playgrounds and different sporting equipment to youth organizations.

Name
Adrian Arambulo
Kirsten Aldridge

Outlet
Contact Info
KNBC Southern California 818-684-4444
KABC Southern California 818-863-7777

Julie Chang

KTTV Southern California

310-584-2025

KCBS Los Angeles

The New York Times
Huffington Post
FoxNews
CNN
Today
MSNBC

818-655-2000
800-238-4637
madelinewhal@huffingtonpost.com
tammybruce@foxnews.com
212-664-3720
212-413-6142
212-664-6605

Amber Lee
Roni Caryn Rabin
Madeline Whal
Tammy Bruce
Kelly Wallace
Natalie Morales
Khorri Atkinson
Media List
Key Messages

1. The National Youth Sporting Association makes childrens safety our priority. We will
give young athletes a safe and healthy environment to expand their love and knowledge
for sports while helping them gain lifelong friendships.
2. The National Youth Sporting Association will revamp our program to make the parents
just as involved as the kids are. By using a parent volunteer system at our practices and
games the parents will be able to benefit from the same goals as the children do, as well
as having the peace of mind of their childrens safety while they are there.
3. The National Youth Sporting Association will bring the benefits of our organization to
even the smallest or poorest communities in America. We believe that every child should
be able to have the opportunity to play a sport, gain lifelong friendships, and learn
important life lessons along the way. Our program being entirely volunteer based will be
able to open this program up to more communities and change the lives of more children.

Fact Sheet

There were 120 sports-related deaths of young athletes in 2008-2009; 50 in 2010; and 40

in 2011.
Approximately 8,000 children are treated in emergency rooms each day for sports-related

injuries.
Among children, those aged 15-17 experience the highest emergency room visits for

sports injuries.
Ninety-six percent of Americans feel it's important for young athletes to be evaluated by

a qualified health care professional before they begin playing sports.

62% of organized sports-related injuries occur during practices
50% of "second impact syndrome" incidents - brain injury caused from a premature

return to activity after suffering initial injury (concussion) - result in death

15.8% of football players who sustain a concussion severe enough to cause loss of

consciousness return to play the same day.

Concussion rates more than doubled among students age 8-19 participating in sports like
basketball, soccer and football between 1997-2007, even as participation in those sports

declined
Injuries associated with participation in sports and recreational activities account for 21%

of all traumatic brain injuries among children in the United States

Emergency department visits for concussions sustained during organized team sports
doubled among 8-13 year olds between 1997 and 2007 and nearly tripled among older
youth

EIA (exercise-induced asthma) affects 12-15% of the population

FOR IMMEDIATE RELEASE

*** News Alert***
AYSA ANNOUNCES FIRST ANNUAL PARENTS PLAY DAY FUNDRIASER
What: The American Youth Sporting Association is announcing its first annual Parents Play
Day where parents will show that their children arent the only ones with sport skills! All
parents from the Irvine, California communities are invited out to join in the fun! Sports
available to play include soccer, football, baseball, softball and the children will be doing the
cheerleading Participation is only $10 and all proceeds will go to funding our upcoming season.
Where: University Community Park
1 Beech Tree Lane
Irvine, California
When: April 9, 2016 from 11 a.m. to 3 p.m.
Who: Although participation is limited to parents, everyone in the area is invited to come out and
support!

Contact:
Alyson Jones
Alyson.Jones@helpinghands.com
Account Services Coordinator
Helping Hands Communications

Kenneth Wells
Kenneth.Wells@helpinghands.com
Media Relations Strategist
Helping Hands Communications

FOR IMMEDIATE RELEASE

AMERICAN YOUTH SPORTING ASSOCIATION REVAMPS PROGRAM
ENSURES PARENTS THAT SAFETY IS THEIR TOP PRIORITY
IRVINE, Calif., Nov 9, 2015Parents all over the country are breathing a bit easier
today after a recent announcement by the American Youth Sporting Association. The completely
revamped program includes fundraisers, community outreach projects, and some changes to the
very basis of how it is run.
The American Youth Sporting Association has seen a steady decline of enrollment over
the past couple seasons. After communicating with parents the AYTO found that safety concerns
were the main reason. The American Youth Sporting Association decided to do some research
and found that around 8,000 children are hospitalized everyday due to a sports related injury, 62
percent of those injuries occurring during practice.
The new program focuses on the bond between parent and child. The aim is to have
parents involved each step of their childs athletic career from the meetings, to practices and
games. Parents will be in coaching positions, building closer relationships between parents and
children while also moving to quell some of the parents injury fears.
###
About the American Youth Sporting Association
The National Youth Sporting Association is an organization headquarters in Irvine, California.
Their mission is to offer every child the opportunity to play any of the many sports offered in our
programs. Open to boys and girls all across the United States aged 4-17; we offer baseball,
cheerleading, football, soccer, and softball. We aim to provide these children with a safe and
nurturing place to develop skills that will benefit them in the future, such as the importance of
exercise and teamwork.

Helping Hands FAQs

What is Helping Hands true purpose?
Our purpose at Helping Hands is to help increase youth activities and promote different
youth organizations and groups around the world. Many groups and organizations lack
equipment, money, and other necessary items to maintain stability. We work with other youth
and sports groups to help youth organizations grow.
Do members physically go out to these locations?
We physically go out these locations with a team lead and three other people. We go to
the organization along with the mayor/leader of town and discuss plans to re-organize the
location. We go around the community and promote our company and connect them to the
organization we are helping out more.
How many organizations are around the United States/ the World?
Around the U.S., we have over 70 branches across North America. We have at least 50
branches across the regions of the U.S. (10 branches in the Northeast, 10 branches in the
Southeast, 10 branches in the Midwest, 10 in the West, and 10 in the Islands and territories) and
10 branches within Mexico and Canada respectfully. Around the world, we have 80 different
branches within 30 different languages.
Why was this organization created?
As stated in the mission statement, the organization was created to help youth organizations
and groups in times of need. We created the organization as a way to help give back to kids. As
we know, many kids are not as active as they are 20 years ago. One of own goals is to help these
programs and children come together and make them more educated in terms of nutrition,
fitness, exercise, and teamwork.

How do your sponsors help with your organization?

Our sponsors help out by reaching out to the community, going through out towns and cities
by telling them about our goals. We work with them with events and group works as well. In
return, we promote our image and goals to our sponsors during events, gatherings, and will
donate money to them as well.
For more FAQs, go to www.helpinghands.com