1. WWF Crisis Communication Plan 1
World Wildlife Fund Crisis Communication Plan
Crisis Communication Plan
Jessica Callaghan, Brittany Frederick, Katelyn Harvey and Leila Jett
COM311 – Advanced Writing
Oct. 13, 2016
Flagler College

2. WWF Crisis Communication Plan 2
FOR MORE INFORMATION:
Katelyn Harvey, Jessica Callaghan,
Brittany Frederick or Leila Jett
Media Relations Team
(850)555-5555
Media@wwf.org
News Release
FOR IMMEDIATE RELEASE
Oct. 13, 2016
WWF Crisis Communication Plan
________, __. — On _______, World Wildlife Fund has been made aware of
_____________. The President and CEO, Carter Roberts, has arranged a press conference on
______ at _______ in _______, __.
WWF’s mission and purpose is to protect all forms of life on Earth and uphold the
balance of nature through its programs and initiatives. Anything contrary to this belief is outside
the scope of what WWF stands for; therefore, in these instances, the organization is prepared to
act in the best interest for the world and all living organisms that inhabit it.
Visit our website for the most up-to-date information on the development of this
situation, or contact the WWF Media Relations Team at: Media@wwf.org for more information.
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3. WWF Crisis Communication Plan 3
FOR MORE INFORMATION:
Katelyn Harvey, Jessica Callaghan,
Brittany Frederick or Leila Jett
Media Relations Team
(850)555-5555
Media@wwf.org
News Release
FOR IMMEDIATE RELEASE
Oct. 13, 2016
WWF Crisis Communication Plan
Washington, D.C. — On October 13, 2016, World Wildlife Fund was made aware that
Michael Bauer, the chief financial officer for WWF, was caught poaching near the Nguila Black
Rhino Sanctuary after shooting and injuring a black rhino. Currently, Mr. Bauer is being held in
Africa until further notice.
WWF President and CEO Carter Roberts has arranged a press conference for 10 a.m.,
tomorrow, October 14, 2016. The conference will take place at WWF headquarters in
Washington, D.C. He is prepared to take action and respond appropriately to this situation with
the best interest of the organization and the Earth in mind.
Visit our website for the most up-to-date information on the development of this
situation, or contact the WWF Media Relations Team at Media@wwf.org for more information.
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4. WWF Crisis Communication Plan 4
World Wildlife Fund Phone Bank Statement
We here at World Wildlife Fund apologize for the incident regarding Mr. Bauer. We are
currently handling the situation and will be ready for questions immediately following our
investigation.
Please refer to our official website, Facebook, Instagram and Twitter pages for the most
up-to-date information about this situation.
If you would like to leave your contact information, we will be happy to add your name
to our emailing list for the latest updates.
We will also direct your calls to Mr. Terry Macko, the senior vice president of WWF
Marketing and Communications, if you must speak with a WWF representative or require a call
back. Thank you for the patience you have shown during this unfortunate event.

5. WWF Crisis Communication Plan 5
Crisis Communication Speech
Five thousand: that is the number of black rhinos left in southern Africa. Only 120 of
the five thousand have been moved to the Nguila Black Rhino Sanctuary since 2003. The rest of
the population is left in the wild, defenseless against poachers. These precious animals are slowly
becoming extinct. World Wildlife Fund (WWF) understands the severity of the situation that has
happened recently. We are taking full responsibility and working toward preventing this from
happening again. Since the incident, we have asked Mr. Michael Bauer to step down as the chief
financial officer for WWF. The organization is now in the process of moving forward with hiring
a new chief financial officer and WWF will keep the public up-to-date on the process.
Moving forward, WWF is planning to raise money to help the Nguila Black Rhino
Sanctuary. Over the past few years, poachers have invaded the sanctuary. WWF has started
symbolic adoptions of the rhinos that are in the sanctuary, along with the black rhinos that are
still in the wild. By adopting a rhino, WWF will be able to help take care of these animals while
raising money to help with the improvement and expansion project.
WWF is also hosting a few upcoming events to spread awareness. Many probably do
not realize the difference between a black rhinoceros and a white rhinoceros. We would like to
educate everyone on the decreasing population of both black and white rhinos, along with
highlighting the differences between the two. The population will take time to recover, but we
believe it can be done. Since 2003, 30 calves have been born on the sanctuary. That number is
small, but it gives hope for the future.
WWF stands by its word as a foundation and wants to help the ones who we have
been hurt by this incident. The population of these animals would not be diminishing if action
had been taken sooner. WWF wants to put its full effort into helping recover the endangered

6. WWF Crisis Communication Plan 6
rhino population, along with improving the sanctuary to better suit the animals. One small
donation can improve the lives of these animals. Every one of you can be the change that these
animals need. Thank you.

7. WWF Crisis Communication Plan 7
Participation Statement
World Wildlife Fund (WWF) CEO, Carter Roberts, will be giving a speech on the
poaching crisis the day after the incident occurred. Terry Macko, senior vice president of WWF
Marketing and Communication and Marcia Marsh, chief operating officer will join him at the
conference. The speech will take place at WWF headquarters in Washington, D.C. and will be
broadcasted on all major networks.
WWF chose Carter Robert to give the organization a strong presence and show how
serious WWF is about the situation. WWF chose Marcia Marsh, because she is the CEO’s right
hand and will be there to show support to Mr. Roberts. Terry Macko, will be there for his
expertise in marketing and communication. Mr. Macko will be able to help the CEO navigate the
audience and will be able to help answer any questions that are posed during the conference.

8. WWF Crisis Communication Plan 8
World Wildlife Fund Facts
 World Wildlife Fund was established in April 1961 and took up residence at IUCNs
headquarters in Morges, Switzerland, a few months later. H.R.H. Prince Bernhard of the
Netherlands became the first president.
 In the first year, the Board approved five projects totaling $33,500. The projects included
conservation efforts for the bald eagle, the Hawaiian sea bird, the giant grebe of
Guatemala, the Tule goose in Canada and the red wolf in the southern United States.
 In 1973, WWF hired its first scientist, Dr. Thomas E. Lovejoy, as a project administrator.
 WWF focuses not only on species-related conservation projects, but also on protecting
habitat by supporting and funding the creation of national parks.
 WWF has grouped its international efforts into six different categories of conservation,
all six as important as the next: forests, marine, freshwater, wildlife, preventing food
waste and climate.
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9. WWF Crisis Communication Plan 9
WWF Sample Questions and Answers
Below are the questions formulated for the CEO of World Wildlife Fund (WWF) that
have been written to prepare him for common questions at the press conference. WWF wants to
ensure that it answers each question to the best of its knowledge. WWF has considered all of the
possible questions that may arise during the conference, as well as the answers that accompany
them.
Q: Why was Mr. Bauer allowed vacation for an expedition that involved poaching?
A: WWF was unaware of the location of Mr. Bauer’s vacation excursion and in no way
condones the act of poaching.
Q: What does WWF plan to do to Mr. Bauer when he returns from Africa?
A: Mr. Bauer has already been released from his duties at the organization and is encouraged to
return home to spend time with his family.
Q: How did Mr. Bauer not understand the difference between a white rhino and a black rhino?
A: Mr. Bauer’s duties involved financial responsibilities and he had no experience in the field.
WWF plans to educate all of the current and future employees and volunteers on the endangered
and threatened species lists.
Q: How will WWF work to improve the situation for rhinos in Kenya and the Nguila Black
Rhino Sanctuary and ensure this does not happen again?
A: WWF has already sent volunteers and officials to the Nguila Black Rhino Sanctuary to assist
with repairing the borders of the sanctuary and doubling the guards at the borders. WWF is also
donating time and money toward increasing the boundaries of the sanctuary and making it safer
for the animals that inhabit it.

10. WWF Crisis Communication Plan 10
Controlled Media Plan
Moving forward, World Wildlife Fund (WWF), plans to help rhinos by starting a
campaign for the public to be able to symbolically adopt a rhino. WWF will feature this on its
website, in order to draw away the negative attention of the poaching and focus on helping the
sanctuary.
WWF is helping support Nguila Black Rhino Sanctuary by spreading the word on the
differences between the black and white rhinoceros. White rhinos are thriving, but black rhinos
are an endangered species and there are few left in the wild. Many people do not know the
difference between the two species. WWF is hoping to spread the word about these magnificent
creatures and help stop poaching by introducing the ability to symbolically “adopt” a rhinoceros.
A picture of the adopted rhino and a stuffed animal accompany every symbolic adoption. The
main website will feature an adoption page, along with a tab to select a species of endangered
animal to symbolically adopt. It will be the focus of WWF for the next few months.
There will also be a 30-second public service announcement against poaching that will
air on television. The catch line will be, “I am not a trophy.” WWF will start the commercial off
with this slogan and a picture of a black rhino. The commercial will cover how many black
rhinos are left in the world and the differences between a black and white rhino. The PSA dialog
will be: “Every donation made can help fight extinction. With your donation, you will receive a
black rhino plush and a picture of the rhino you would be helping save. The Nguila Black Rhino
Sanctuary desperately needs help with renovations to improve the lives of the rhinos that live
there. You can be the difference.” The commercial will be aired twice daily for the next few
months, to collect as many donations as possible to rebuild the sanctuary.

11. WWF Crisis Communication Plan 11
The radio commercial will be similar to the television commercial. WWF will stick
with the same concept, except for in this advertisement; the organization will give away free
tickets to the local zoo in order to support rhinos in captivity. The radio commercial will be as
follows: "Support WWF in changing the lives of black rhinos. WWF is raising money to help
update Nguila Black Rhino Sanctuary and save the remaining black rhinos. By calling in and
making a donation, you will enter in a raffle to win free tickets to see rhinos at your local zoo.
Please call in to (800) 500-5000 now! A minimum of $5 is required to enter the raffle. We will
broadcast the winner after we have reached our goal of $3,000. Thank you for your support!”
Lastly, the print advertisement will reflect our television advertisement. WWF will
follow the similar layout of a black rhino on a black background. The slogan will stay the same
in order for the public to recognize it. The “I am not a trophy” will be in red print. WWF’s logo
will be at the bottom of the advertisement along with the text in white that will read “Adopt your
very own Black Rhino! Just visit our website www.WWF.org/blackrhino. All proceeds go to the
Nguila Black Rhino Sanctuary.”

12. WWF Crisis Communication Plan 12
Crisis Social Media Plan: World Wildlife Fund
The social media plan for addressing the crisis involving Michael Bauer, the chief
financial officer for World Wildlife Fund (WWF), is focused both on spreading awareness for
the differences between white and black rhinoceros while also raising money to support rhino
conservation efforts. Social media will immediately address the facts of what happened, using
Facebook, Twitter and Instagram. As the situation develops and decisions are made, the
organization will post the necessary updates to keep the public informed.
In addition to covering the progress of the case concerning Mr. Bauer, WWF plans to
post info graphics explaining the difference between black and white rhinos, as well as anti-
poaching images centralized around rhinos. The posts will feature positive imagery against
poaching that bring the negative consequences of the act to light (e.g., a mother and baby
rhinoceros).
Prompts to donate to rhino conservation efforts, such as the Nguila Black Rhino
Sanctuary where the animal was euthanized, will be present on all three social media channels.
Posts geared towards donations will direct people back to the main website to donate. The
organization will also highlight its work toward improving the size and quality of the sanctuaries
protecting rhinos.
WWF is prepared to respond to as many inquiries and comments as possible while
maintaining brand image and integrity of the organization. In addition to updates, content will be
posted on the usual timeline of twice a week at peak times, when the most followers are logged-
in.