Crisis Communication Plan

Prepared By:
Aziz Diaby, Nicole Galasso, Sabrina Khachi, Aaron Gyllenhaal, and Caitlin
Zientara

Table of Contents
Introduction………………………………………………………………………….3

Crisis Team Mission ………………………………………………………………...3

Purpose of Crisis Plan …………………………………………………………….....3

Identification of Likely and Unlikely Crises………………………………………..4-5

Crisis Team Preparation Roles, and Contact …..………..………………………….5-6

Publics/Stakeholders……………………………………..………………………….6-7

Crisis Preparation and Prevention…………………………………………………...8-9

Media Outlets…………………………………………………..……………………9-10

Social Media Strategy………………………………..……………………………..10-11

Credible External and Expert Contacts……………………………………………....12

Immediate Response Checklist………………………………………………….….12-15

Communication Channels Worksheet………………………………………………...15

Key Messages………………………………………………………………………16-17

Press Release Template ……………………………………….……………………...17

Organizational Background…………………………………………………………..18

Media Log Sheet………………………………………………………………….…..18

Plan for Testing and Evaluating Crisis Plan…………………………………………..19

References…………………………………………………………………………….20

Introduction

Crisis Communication Plan

2
A crisis is an unpredictable event that generates negative outcomes for an organization and
causes a discrepancy between the stakeholders’ expectations and the organization’s actions.
While crises are unpredictable, they are inevitable. This crisis communication plan lays out
critical information we will need in any crisis and outlines the roles, responsibilities and
protocols that will guide Netflix in sharing information with the public and stakeholders during a
crisis. This will allow for crises to be dealt with efficiently and effectively, with minimal damage
to Netflix’s operations and profitability.

Crisis Team Mission

The crisis communication team’s mission is to continually monitor the internal and external
environment surrounding Netflix for threats to Netflix’s reputation. In the event that a crisis
arises, our team will be able to mitigate and minimize the effects of it. These efforts will be
enacted with the intent of allowing Netflix to continue optimal service to our employees,
customers, investors, partners, and content suppliers.

Purpose of Crisis Plan

A crisis is unpredictable but not unexpected. Crises have the potential to create negative and
undesirable outcomes for an organization that usually result in financial losses. A crisis
management plan (CMP) seeks to prevent or lessen the negative outcomes of a crisis and thereby
protect the organization, stakeholders, and industry from harm (Coombs, 2015).
While this crisis communication plan only accounts for part of the CMP, this plan’s goal is to
allow rapid and accurate communication with Netflix’s internal and external audiences in the
time of a crisis. This will be done through careful planning, detailed templates for responses, and
an up-to-date list of jobs for each member of our team to complete when Netflix is faced with a
crisis. While each individual crisis may be unpredictable, this plan will attempt to lessen the
panic and uncertainty once a crisis does occur so all energy can be focused on remedying the
crisis in a timely manner.

Identification of Crises and Impact

The identification of potential crises is essential to planning Netflix’s response. While the list of
potential crises is infinite, crises can be broken up into the following 11 different crisis types
(Coombs, 2015).

Crisis Communication Plan

3
 Crisis Type Likely Unlikely

Operational Disruption Earthquake cuts power to Natural disaster destroys Netflix

from Disasters Netflix headquarters (low headquarters (high impact)
impact)

Workplace Violence Sexual assault of a Netflix Disgruntled employee commits

employee garners national mass shooting (high impact)
attention (high impact)

Rumors Rumors of Netflix dropping a Rumors of embezzlement and

popular show (low impact) other financial misconduct (high
impact)

Unexpected Loss of Key CEO steps down (medium CEO unexpectedly dies (high
Leadership impact) impact)

Malevolence Hacking of Netflix’s website Netflix subscriber credit

(high impact) information leak (high impact)

Stakeholder Challenges Controversial reactions to Losing lucrative television or

original Netflix content movie contracts to competitors
(medium impact) (high impact)

Employee Strike (medium

impact)

Technical-error On-set injury during filming On-set death during filming of

Accidents of Netflix original (low Netflix original (high impact)
impact)

Technical-error Product X Netflix content triggers

Harm subscriber causing suicide (high
impact)

Flashing lights cause an

epileptic episode for a
subscriber (medium impact)

Crisis Communication Plan

4
 Human-error Accidents Post on a Netflix social media A Netflix employee accidentally
account causes controversy starts a fire at Netflix
(low impact) headquarters (medium impact)

A Netflix employee accidentally

takes down access to a
show/movie (low impact)

Human-error Product X X
Harm

Organizational Price increase causes drop in X

Misdeeds subscriptions (medium impact)

Crisis Team Preparation

Crisis manager (CMT Team Leader): in charge of/approves crisis plans. Provides overall
leadership to CMT.

Crisis Management Advisor : supervise and coordinate all necessary support in CMT. Create
and manage crisis center (if needed)

Legal Advisor: provide input directly relating to legal matters in relation to company and crisis

Human Resource Advisor: maintains current and accessible contact information for all major
employees, contract employees, and responders

Public Affairs Advisor: focus on public perception of organization, participates and provides
input at all stages of crisis plan

Financial Officer: Coaches CMT on the financial prospects of the organization and possible
fiscal outcomes

Spokesperson: Media and public liaison, on-air face of Netflix

Crisis Team Roles

Crisis Communication Plan

5
 ROLE ASSIGNED PHONE EMAIL
EMPLOYEE NUMBER

Crisis Manager Nicole Galasso (708) 297-0051 ngalasso@netflix.org

Crisis Manager Kimberly Lee (305) 455-2378 klee@netflix.org

Advisor

Legal Advisor Aziz Diaby (765) 432-7100 adiaby@netflix.org

Human Resource Caitlin Zientara (217) 620-3688 czienta@netflix.org

Advisor

Public Affairs Sabrina Khachi (312) 608-0904 skhachi@netflix.org

Advisor

Financial Officer Thomas Jones (345) 546-1902 tjones@netflix.org

Spokesperson Aaron Gyllenhaal (708) 203-7921 agyllen@netlfix.org

Key Publics and Stakeholders

Key Publics
When faced with a crisis, each of Netflix’s publics will need to be informed of the details and
potential impact of the crisis through a lens that is specific to the way they utilize Netflix. That
way, each public can know exactly how the crisis affects them and the steps that Netflix is taking
to remedy the situation.

Netflix subscribers: Netflix subscribers will be sent an email to the account used to register for a
Netflix subscription. The email will provide Netflix subscribers with a guarantee of Netflix’s
continued commitment to providing quality content for the subscribers to enjoy. If subscribers
are directly affected by the crisis, then the ramifications of the crisis and the plan to remedy the
crisis will be included in the email.

Netflix employees: In order for Netflix to function efficiently in a crisis, relevant employees
need to be kept up to date throughout every stage of it. Employees whose jobs are not directly
affected by the crisis will receive an email providing them with a brief outline of the crisis, how
it happened, and how the plan to remedy it will affect daily operations within the organization.

Crisis Communication Plan

6
The employees directly affected by the crisis will receive the same email as the other employees,
but also will attend a briefing on the same day held by the management official responsible for
the division of the company that is facing the crisis. Here, questions can be asked and specific
tasks will be laid out. Further correspondence will take place via email. Throughout this
communication, all employees must be ensured of Netflix’s continued operation and of their job
stability.

Key Stakeholders
Netflix has a market value of over $100 billion (La Monica, 2018). Due to their high market
value, there are many groups that have a financial interest in Netflix. In the event of a crisis,
stakeholders must be initially notified of the financial impact on Netflix. Each stakeholder group
possesses interest in a different part of Netflix, so the information shared will need to be tailored
to each group. Employees and subscribers are both stakeholders as well, and communication for
them will be conducted as it is laid out above.

Advertisers: Advertisers will be notified initially by a phone call and then provided with updates
via email if necessary. In the phone call, the advertiser will be informed of the crisis, the
potential impacts on advertising revenue, and the plan to fix it. If the negative impact has
longevity on the financial well being of Netflix, advertisers will be informed of the financial
losses that will be incurred on their part.

Media: Due to large prevalence within society, the media holds great interest in Netflix’s
operations. Once crisis hits, we can use the media to our advantage. If dealt with correct, media
can be used as a tool for information dissemination. In addition, media frames the narrative of a
crisis, so positive interactions with the media are necessary in order to maintain positive public
perception of Netflix. The initial response to the media must be no more than five hours after the
crisis is known. This initial contact will be prioritized to media outlets with large amounts of
reach that have a maintained positive relationship with Netflix. In these interactions, Netflix
must acknowledge any mistakes made and, while only conveying accurate information, make the
effects of the crisis seem under control. If the public becomes alarmed, then the crisis may
worsen. The main focus with the media should be that Netflix will continue to operate and
provide quality content to all subscribers.

Companies who own shows and movies: The main concern with the companies that allow
Netflix to stream their content is the continued viewership of their shows and movies. Thus, this
will be the primary theme in the initial correspondence with these companies. We will also lay
out the general reason for the crisis and whether we anticipate and drop in either overall
viewership of Netflix or the viewership of the media owned by the company. If losses are
predicted, then we will stay in frequent contact with these companies in order to stay in business
with them in the future.

Crisis Communication Plan

7
 Crisis Preparation and Prevention

Prevention:

While crises are inevitable, many of them are preventable, or at least easily controllable, if
Netflix takes the right steps in advance. The most productive ways to prevent a crisis from
occurring are environmental scanning and ensuring a strong reputation with the general public.

-Environmental Scanning

Effective environmental scanning monitors a diverse array of sites for early signs of a crisis. The
following sites should be observed consistently in case of a drastic increase in the negative
mentions of Netflix:

Social Media: Facebook, Twitter, Instagram, Tumblr, YouTube, Pinterest, and Reddit
Traditional Media: print newspapers, online newspapers, print magazines, online magazines,
movie review websites, and television review websites
Miscellaneous: Advertising revenue and Netflix's internal movie/show ratings

-Reputation

Reputation has the ability to lessen the impact of a crisis. If the public believes an organization to
be reputable, they are more likely to forgive an error. Thus, reputation management is key to
preventing a crisis. Reputation management is efforts made by an organization with the goal of
increasing the stakeholders’ positive sentiment toward the organization.

One increasingly relevant way to manage reputation is through corporate social responsibility
(CSR). CSR is actions taken by an organization’s management with the goal of the betterment of
society as a whole (Combs, 2015). In 2016, Netflix launched a new philanthropy that would give
$100 million toward the education of underprivileged youth (Rubin, 2016). This initiative boosts
Netflix’s credibility and will cause the general public to sympathize with them if a crisis does
occur.

Preparation:

A prepared crisis team is essential for de-escalating a crisis quickly. In order to be prepared for a
crisis, an organization needs to complete these six steps, “ (1) [D]iagnosing vulnerabilities, (2)
assessing crisis types, (3) selecting and training a crisis management team, (4) selecting and
training a spokesperson, (5) developing a crisis management plan (CMP), and (6) reviewing the
crisis communication system” (Coombs, 2015). The first two steps have already been completed
in this plan and the last two steps will be addressed once a full crisis management plan is
developed. Therefore, the two ways to focus on the preparation for a crisis are selecting and
training a crisis management team and selecting and training a spokesperson.

Crisis Communication Plan

8
Selecting and training a crisis management team: The crisis team for Netflix has already been
selected. However, training this team is what will make them effective in the face of a crisis.
This training must focus on effective environmental scanning, practicing the usage of the crisis
communication plan, and figuring out how to adapt this plan to crises not directly discussed in
the plan. Every member of the team must be proficient in the usage of basic social media
analysis software. This will aid with environmental scanning, allow the team to find out about
crises before they get too large, and assist in controlling the media’s narrative. The crisis
manager will provide training sessions once each quarter where the team will use the plan to
respond to a simulated crisis. In some sessions, the crisis will be one of the crises already in the
plan, and in the other sessions, the crisis will be unexpected. The team will also meet once a
quarter for a two hour seminar discussing crisis communication methods, thus ensuring that the
entire team is well-educated when dealing with a crisis.

Selecting and training a spokesperson: The spokesperson performs the most essential role in the
crisis team. Crises are perceptual, and if the spokesperson cannot create a positive perception
with the media surrounding a crisis, then the crisis will only grow. A spokesperson must be able
to quickly craft a response to each question from the media while simultaneously giving only
accurate information. The spokesperson needs to be knowledgeable about all parts of Netflix
because they need to be prepared for every question that the media asks them. Another important
trait of a spokesperson is appearing calm while under pressure. If a spokesperson appears
flustered, their credibility immediately is reduced. Lastly, it is essential that there is more than
one trained spokesperson ready to face the media. Since the spokesperson for this team has
already been selected, the training must focus on factual knowledge of the company, practice
answering tough questions, and appearing calm even if they are flustered.

Media Outlets

Netflix is an international entertainment company. Therefore, it is subject to coverage at local,

national and international level. Several media outlets ranging from traditional to social media
influencers are likely to cover Netflix’s news even if there is no crisis. This coverage will only
increase once Netflix is put under scrutiny during a crisis. This anticipated large coverage
necessitates Netflix’s creation and maintenance of relationships with influential media outlets
and influencers.

The chart below includes local and national media outlets contacts and influencers who are likely
to cover Netflix’s news in the event of a crisis.

News
Outlet/Influenc
ers Contact Phone Email

Crisis Communication Plan

9
 emily.kuhn@turner.c
CNN Emily Kuhn 709-157-7238 om
irena.briganti@foxne
FOX Irena Briganti 204-192-2839 ws.com
julie.townsend@abc.c
ABC Julie Townsend 212-456-4934 om
aaron.bastian@nbcuni
NBC Aaron Bastian 818-777-2783 .com
The New York angela.he@nytimes.c
Times Angela He 634-096-6549 om
San Francisco Gregory D. gandersen@sfexamin
Examiner Andersen 234-108-2150 er.com
Gary gary@vaynermedia.c
Vaynerchuk Gary Vaynerchuk 854-433-7212 om
karissa@mashable.co
Mashable Karissa Bell 705-566-2688 m

NPR Nathan Rott 912-413-1092 nrott@npr.org

Social Media Strategy

Due to social media’s ability to rapidly spread information, it must be monitored constantly.
Various websites such as Meltwater and NUVI are able to monitor a variety of social media
sites. If an increase in the mentions of Netflix occurs, then an alert will be sent to the crisis
manager advisor and public affairs advisor. These team members will be responsible for figuring
out the reason for the influx of mentions.

Netflix is active on a multitude of different social media platforms. If a crisis is occurring, the
social media platforms that will be relied on to disseminate information are Twitter, Facebook,
and Instagram. This is due to the larger reach of these sites in comparison to others.

Twitter: https://twitter.com/netflix
The main Netflix Twitter account has nearly 5 million followers. Twitter allows for retweets,
which aids in the spread of Netflix’s message. Once a crisis occurs, within 5 hours Netflix will
release an official statement on Twitter. Due to the limit of 280 characters, the statement will
likely be posted as a picture of the text. Once a media briefing is held, it will be available for
streaming on Twitter as it is happening and after it happens through Periscope. After the briefing,
another statement will be released summarizing the information shared by the spokesperson.

Crisis Communication Plan

10
Throughout the crisis, Netflix will be using masspersonal communication to respond to user
questions about the situation.

Facebook: https://www.facebook.com/netflixus/
The official Netflix Facebook page has over 45 million followers, making it Netflix’s most
popular social media site. Facebook allows for live streaming, video content, and text content.
There is no character limit, making the release of public statements easy. Facebook Live
provides the ability to live stream a press conference and the ability to post videos gives a
channel to release an apology video if necessary. Facebook also allows sharing of posts, which
can increase the social reach of each post. Lastly, the reaction function on Facebook will provide
a cursory look at how the public is responding to the post.

Instagram: https://www.instagram.com/netflix/
The Netflix Instagram account has over 7 million followers. Due to limitations with video or live
streaming, Instagram will only be used to post statements. Similarly to Twitter, a picture of the
text of the public statement will be uploaded rather than the text itself.

The following social media sites will never be the primary source of communication from
Netflix during a crisis. Information posted on these sites will be copied from at least one of the
main three social media accounts.

Pinterest: https://www.pinterest.com/netflix/
Due to the purpose this website serves and its structure, there will be no crisis communication
using this channel unless the crisis stems from Pinterest.

Tumblr: http://netflix.tumblr.com/
The statements and videos posted on Twitter will be cross-posted onto Tumblr. Unless the crisis
stems from Tumblr, there will be no further usage of this site for crisis communication.

YouTube: https://www.youtube.com/channel/UCWOA1ZGywLbqmigxE4Qlvuw
Due to YouTube being a video streaming website, potential uses for crisis communication are
limited. The only times YouTube will be used for crisis communication will be to upload the
video from Twitter of the spokesperson during the media briefing or to cross- post an apology
video.

Reddit: https://www.reddit.com/r/netflix/
Since Reddit is a forum-based website, uses for crisis communication are limited. While Netflix
does not have an established account, they do have an official subreddit. Here, people can post
almost anything they want about Netflix, with most of the content focusing on Netflix original
content and questions about Netflix. The only time this channel will be used is to respond to
questions and concerns of Netflix users during a crisis.

Crisis Communication Plan

11
 Credible External and Expert Contacts

Expert:

Tarana Burke American Me Too Founder (505) 819- @TaranaBurke

Activist 85264

Alison Brower Deputy Editorial The Hollywood (800) 569- @abrower

Director Reporter 7415

Helen Wright Producer and Global People (877) 598- N/A

Director 5200

External:

Guy Citarella Tech to Us Founder and (800) 516- @guycitarella

CEO 7989

Jesse Lin Edelman Chief Executive (606) 542- N/A

Officer 8962

Stephanie Rio Grande Chief Financial (505) 239- N/A

Garcia Insurance Officer 9962
Services

Dr. Morgan American Red Doctor (877) 727- N/A

Hill Cross 6771

Immediate Response Checklist

Below is a checklist that needs to be completed for any crisis that Netflix may endure. This
checklist will provide employees with a list of who to contact during a crisis, keep a record of
what happened, and record what is being done to remedy the crisis. Once Netflix returns to
normality it is important for the crisis management team to review this checklist to see what
happened, how to prevent upcoming crises, and how to improve crisis response.

Crisis Communication Plan

12
Nature of Crisis:_________________________________________________________
______________________________________________________________________
Date of Occurance:_______________________________________________________
Time of Occurance:_______________________________________________________

Response By Whom Date Time Comments

What happened?

Where?

When?

Cause?

Who is involved?

What is currently being

done?

Activate crisis
management

Internal communication
updated

Notify CEO

Notify tech team

Notify marketing and

PR

Notify security

Notify legal

Crisis Communication Plan

13
Notify finance

Notify engineering

Notify design and

product innovation

Notify customer service

Notify stakeholders

Notify business
development

Assign spokesperson

Contact insurance agent

Determine the level of

the crisis

Basic facts gathered

Number of deaths

Number of injuries

Extent of damage

Names of deceased

Names of injured

What is being done?

Emergency officials at
site?

Crisis Communication Plan

14
 Estimated return to
regularity?

Develop messages for

the public

Depending on level of
crisis get message
approved before sending
out

Send message through

Twitter or Facebook as
appropriate

Post message on Netflix

website as appropriate

Monitor and provide

feedback

Identify media trends

Identify public and key

stakeholders issues

Hold a crisis
management meeting to
review the crisis and the
actions that occurred

Communication Channels Worksheet

A channel is a medium through which a message is transmitted to its intended audience. Quality
communication with your audiences relies on the selection of appropriate channels of
communication. Before sending a message through a particular communication channel, the
following factors must be taken into consideration:
1. Which channels are most appropriate for the message?

Crisis Communication Plan

15
 2. Which channels will the audience find credible and accessible?
3. Which channels will be best considering considering time frame and budget?
4. Which channels will the public(s) affected by the crisis be most likely to use?

There are many channel options that can be part of your crisis communication plan:
● Newspapers
● Television
● Radio
● Websites & blogs
● Social media
● Community meetings & forums
● Press conferences
● Other sources

Key Messages

Crisis:
Stakeholder:
Concern:

Key Message 1 Key Message 2 Key Message 3

Supporting Point 1.1 Supporting Point 2.1 Supporting Point 3.1

Supporting Point 1.2 Supporting Point 2.2 Supporting 3.2

Supporting Point 1.3 Supporting Point 2.3 Supporting Point 3.3

Generic Key Message Map:

Crisis: TBD
Stakeholder: Investors, Employees, Customers
Concern: TBD

Crisis Communication Plan

16
 Netflix is aware of Netflix is conducting Netflix sends
the situation an investigation into condolences to those
the issue involved

We are taking this matter ____ is conducting the Our main concern is the
seriously, and it will be investigation and Netflix is well being of our customers
subjected to a strict and copororating fully and staff
thorough assessment

A trained team is handling We will continue to provide We are currently notifying

the situation in the best details as they are available the involved parties
manner possible

We are actively working All questions should be Our support and thoughts
towards a solution directed to ____ are with those involved in
this event / *insert
appropriate emotion*

Press Release Template

(Logo)
Date Contact: (Your Name & Organization)
FOR IMMEDIATE RELEASE Phone: (Contact Phone Number)
Email: (Contact Email Address)

Main Press Release Headline

(City, State Abbreviated) - One sentence, 7-10 words, that describe the main point of the release:
__________________________________________________________________
___________________________________________________________________________
Main Paragraph
Who is affected:_____________________________________________________________
What is going on: _______________________________________________________________

Crisis Communication Plan

17
Where is this taking place: ________________________________________________________
Why is this important: _________________________________________________________
Quote
Name of Spokesperson:_______________________________________________________
Spokespersons title: _________________________________________________________
Quote______________________________________________________________________
Response to Crisis.
Could be apology, action for plan, companies thoughts on crisis, etc.

More Information:
About Netflix Inc:
For more information, please contact (name) at (phone number), or through email at (email
address). More information about the organization can be found at (website).

###

Organizational Background
In 1997, software engineers Marc Randolph and Reed Hastings began to work on an idea for a
website that allowed customers to rent and return DVDs directly from their homes. Their
website, Netflix, was launched in April of 1998, with a traditional pay per rental format. Later,
this would be replaced with a monthly subscription fee that allowed unlimited content rental and
no late fees. Since its launch in 1998, Netflix has completely revolutionized the television and
movie industry. Netflix became a trailblazer in online television and movie streaming, as well as
creating thousands of original shows and movies. The content giant now has over 117 million
members globally and offers 140 million hours of original and licensed content.

Media Log Sheet

Crisis Communication Plan

18
 Plan for Testing and Evaluating Crisis Plan

The two key ways to ensure that this plan will work when a crisis occurs are practice and
revision.

Practice: One of the key parts of training a crisis team is practice. If the team has no practice
using the plan, then once a crisis hits, the response will be uncoordinated and inefficient. At
some point during the first week of every quarter throughout the year, the entire crisis team will
meet and practice using the plan. They will receive a mock crisis and will have to respond to it.
The crises will vary, with some already being addressed in this plan and others not. Throughout
this test, every member will be taking notes on what goes right and wrong. Once the test is over,
the team will meet again and discuss their performance.

Crisis Communication Plan

19
Evaluation and Revision: The environment surrounding Netflix is constantly changing. Different
social media platforms come to prominence while other fade and certain issues become more
salient as time passes. Therefore, it is paramount that this plan is kept up-to-date. After each
quarterly test, the crisis team will meet and evaluate how they performed while following the
plan. Their evaluation of the plan will lead to revision. In addition, whenever an actual crisis is
faced, once remedied, the team will meet and discuss how they could have improved their
response. With an actual crisis, there will be data to analyze as well. This will aid in figuring out
the best communication channels to use during a crisis and the most effective methods for each
channel. With frequent revisions, the plan is much more likely to be effective during a crisis.

Crisis Communication Plan

20
 References

Coombs, W. T. (2015). Ongoing Crisis Communication (4th ed.). Thousand Oaks, CA: SAGE

Publications.

La Monica, P. R. (2018, January 23). Netflix joins the exclusive $100 billion club. Retrieved

from http://money.cnn.com/2018/01/23/investing/netflix-100-billion-market-

value/index.html

Rubin, B. F. (2016, January 13). Netflix boss queues up $100M to get your kids better educated.

Retrieved from https://www.cnet.com/news/netflix-ceo-reed-hastings-joins-silicon-

valleys-growing-list-of-major-givers/

Crisis Communication Plan

21