Media

Media Plan for a Serious Incident in Snowkiting

Objective: To manage communication effectively in the event of a serious incident during snowkiting, ensuring timely and accurate information is disseminated while maintaining the privacy and safety of participants, protecting the organization’s reputation, and handling media inquiries professionally.

1. Preparation Before the Incident

Media Response Team

Spokesperson: Volodymyr Bilyi
Media Coordinator: Volodymyr Bilyi

Prepared Statements

Holding Statements:
1. Minor Injury Incident
Template Statement:
“We can confirm that a participant sustained a minor injury during today’s snowkiting practice at [Location]. The individual received immediate on-site first aid and is now recovering. We are conducting a review of the circumstances to ensure safety protocols were followed. Safety is always our top priority, and we are committed to maintaining a safe environment for all participants.”

2. Serious Injury Incident
Template Statement:
“We regret to confirm that a participant was seriously injured during today’s snowkiting practice at [Location]. The individual is receiving medical care, and we are in close contact with emergency services. Our thoughts are with the injured participant and their family during this time. We are cooperating fully with local authorities as they investigate the incident, and we will provide updates as more information becomes available.”

3. Fatal Incident
Template Statement:
“We are deeply saddened to confirm the tragic death of a participant during today’s snowkiting practice at [Location]. Our hearts go out to the family and loved ones during this incredibly difficult time. We are working closely with local authorities to investigate the circumstances of the incident, and we are offering full support to those affected. The safety of our participants is our highest priority, and we are reviewing all procedures to ensure the highest levels of safety.”

4. Severe Weather Incident
Template Statement:
“Due to sudden and severe weather conditions, we had to suspend today’s snowkiting activities at [Location]. All participants were evacuated safely, and no injuries have been reported. We are continuously monitoring weather conditions and will work with local authorities to resume activities when it is safe to do so. Safety remains our top priority, and we are grateful for the cooperation of everyone involved.”

5. Equipment Failure Incident
Template Statement:
“We can confirm that an equipment failure occurred during today’s snowkiting event at [Location], which resulted in [nature of incident]. The participant involved received immediate assistance and is currently being treated for [nature of injury, if applicable]. We are investigating the cause of the equipment malfunction and are working closely with the manufacturer to ensure that all safety standards are being met. Safety is our top priority, and we will take any necessary actions to prevent similar incidents.”

6. Environmental Hazard (e.g., Avalanche)
Template Statement:
“An avalanche occurred today at [Location] during our snowkiting practice. Emergency services responded immediately, and all participants have been accounted for. Thankfully, there were no serious injuries reported. We are working with local authorities to assess the situation and ensure the safety of future activities. Our primary concern is the safety of our participants, and we are conducting a full review of the event.”

7. Multiple Participant Rescue Incident
Template Statement:
“We can confirm that a rescue operation was initiated today at [Location] involving multiple snowkiting participants who encountered difficulty during the event. Emergency services were called, and all individuals were safely evacuated from the area. We are working closely with local authorities to understand what happened and to ensure all safety protocols were followed. Our priority is the well-being of all participants, and we are thankful for the prompt response of the emergency teams involved.”

8. Non-Compliance with Safety Protocols
Template Statement:
“We have been made aware that a participant did not follow the established safety protocols during today’s snowkiting practice at [Location]. While no injuries occurred, we take this matter very seriously. We are conducting a full review to reinforce the importance of adhering to all safety measures. The safety of all participants is paramount, and we will implement any necessary changes to ensure protocols are strictly followed.”

Guidelines for Usage:
Empathy: Always acknowledge the seriousness of the situation and express concern for the individuals involved.
Responsibility: Highlight your organization’s commitment to safety and willingness to investigate and improve.
Transparency: Share only verified facts and avoid speculation, especially in legal or ongoing investigation scenarios.
Updates: Promise further information as necessary, but don’t over-promise. Provide regular updates as more facts become clear.
Confidentiality: Never release the names of injured parties or detailed personal information unless given explicit permission by the individuals or their families.
These templates provide a framework to respond quickly and professionally to various incidents while protecting your organization’s reputation and the privacy of participants.

Crisis Communication Protocol

Establish a protocol for how information will be gathered, verified, and disseminated. Ensure everyone on staff knows their role in an emergency and how information flows.

2. Immediate Response to the Incident

Gather Facts

On-Site Assessment: As soon as a serious incident occurs, gather all the facts, including:
Nature and severity of the incident.
Number of participants involved.
Exact location.
Weather conditions and contributing factors.
Verification: Ensure all details are verified before sharing any information. This is critical to prevent misinformation or confusion.

Internal Notification

Key Stakeholders: Notify internal stakeholders, including senior management, legal counsel, and insurance providers, before releasing any information to the media.

Initial Media Statement

Release a holding statement to the media within the first hour. Keep it brief, factual, and avoid speculation. Example:

“We can confirm that a serious incident occurred today during a snowkiting event in [Location]. Our immediate priority is the safety and well-being of those involved, and we are working closely with local emergency services. Further information will be provided as it becomes available.”

Social Media Monitoring

Monitor social media for mentions of the incident. Quickly address any false information or rumors while ensuring that official updates are posted on the organization’s social platforms.

3. Ongoing Communication During the Incident

Press Briefing

If the situation escalates (e.g., a fatality or large-scale rescue), schedule a press briefing to provide updates. This briefing should cover:
What happened: Provide verified facts about the incident.
Safety efforts: Highlight the measures being taken to protect participants and resolve the situation.
Cooperation: Stress the organization’s cooperation with emergency responders and any ongoing investigations.

Written Press Releases

Issue a more detailed press release after the initial holding statement. Ensure it includes:
A factual overview: Clear details about the incident.
Impact on participants: Acknowledge any injuries or damages without revealing personal information.
Safety protocols: Reassure the public about safety measures that were in place or are being reviewed.
Next steps: If applicable, outline how the organization will proceed (e.g., suspension of events, investigation updates).

Social Media Updates

Post concise, factual updates on your social media accounts, aligned with your official press releases. This is key to reaching the public directly and managing the narrative.

4. Post-Incident Communication

Follow-Up Statements

Once the situation is under control, provide a follow-up statement with additional details as they become available, without revealing confidential or sensitive information.
Continue providing regular updates as needed, particularly if the incident is under investigation.

Media Interviews

Offer interviews to trusted media outlets where the spokesperson can provide further context and show transparency in handling the incident.

Empathy and Sensitivity

Always express empathy for those affected. In cases of serious injury or fatality, avoid rushing to share details about individuals involved until families have been notified.
Example: “Our thoughts are with the individuals affected by this tragic incident, and we are offering support to their families and loved ones.”

Legal Considerations

Ensure that no statements compromise legal investigations or ongoing liability matters. Always consult legal counsel before releasing sensitive information.

5. Post-Incident Review

Internal Review

Conduct a post-incident debrief with staff and stakeholders to evaluate the handling of the incident and media relations.
Update media and crisis management protocols based on lessons learned.

External Communication

Once the investigation or situation has been resolved, issue a final statement explaining the incident’s outcome and any steps being taken to improve safety. Highlight any changes to protocols to show accountability.

Example Media Statements

Initial Holding Statement (Serious Injury)

“We regret to confirm that there has been a serious incident today during a snowkiting practice at [Location]. One participant has been injured and is receiving medical attention. Our team is working with local emergency services, and safety remains our highest priority. We will provide further information as it becomes available.”