Response to Accusations of Theme Park Ride Operation Negligence and Preparedness for Ride Induced Injury to Patrons

Created By: Charlotte Yanes April 9th, 2014 Test Date: September 1st, 2014

Message from our CEO....2 Acknowledgments...3 Purpose and Objectives4 Key Publics Internal....5 Key Publics External......9 Crisis Communication Team.10 Media Spokesperson....11 Potential Trick Questions12 Reliable Experts.14 Emergency Personnel Contact List.....15 Crisis Control Room Equipment & Supplies16 Crisis Control Room Setup Plan..17 Key Messages..18 Key Message Dissemination....19 Pre-Information.20 (Media Kit and Press Release) Evaluation Methods22 Closing Statement24

When the gates to Magic Kingdom opened for the first time in 1971, Walt Disneys dream and vision came to life for all park guests to see. His goal was to create a place where families could go to enjoy each others company, make memories, and experience a world that could only be made possible with the use of Disney magic. His most preeminent concern was always the safety of those who came to his parks. Today, we hold the safety of our guests to the highest standards, the only type of standards Walt would approve of.
Safety is the top priority of our company, especially when it comes to the safety of our guests that visit our parks. We have countless safety precautions put in place daily to ensure that each guest will leave the park happy and satisfied, having been kept free from harm after a magical day. It is the duty of all cast members to maintain a safe and welcoming environment for all of our patrons. Despite our commitment to safety, we are not exempt from concern of our park guests regarding our rides or in the worst case scenario, a guest becoming injured on a ride. It is our job to ensure that if a crisis of this nature does occur, we can restore normalcy as quickly as possible. In order to do this efficiently, we must be prepared and be well aware of the standards and procedures set in this communication plan. Disney is a positive household name and a catastrophe of this sort will put that reputation in danger. This crisis communication plan provides detailed directions for you if you are faced with a crisis situation involving accusations of theme park ride operation negligence and preparedness for ride induced injury to patrons. Should a crisis of this nature arise, it is imperative that we, as the Disney family, come together and devise the best solution possible and keep the reputation weve worked so hard to maintain. I ask each and every one of you to make yourself aware of this plan as well as your part in a crisis situation. Thank you for your contribution to this company, for keeping Walt Disney a trusted family name and for upholding strong values that Walt Disney himself would be proud of. Sincerely Robert Iger Chairman: Walt Disney Parks and Resorts

Chairman, President & CEO The Walt Disney Co. Senior Executive VP and CFO The Walt Disney Co. Senior VP and Chief Security Office The Walt Disney Co. Chairman, Walt Disney Parks and Resorts Chairman, The Walt Disney Studios Senior VP, Planning and Control The Walt Disney Co. Executive VP and Communications Officer VP, Magic Kingdom

___________________________ Robert Iger ___________________________ James A. Rasulo ___________________________ Ronald L. Iden ___________________________ Thomas O. Staggs ___________________________ Alan F. Horn ___________________________ Brent Woodford ___________________________ Zenia Mucha ___________________________ Phil Holmes ___________________________ Erin Youngs ___________________________ Dan Cockerell ___________________________ Josh D'Amaro ___________________________ Bruce Vaughn ___________________________ Craig Russell

_____________ Date _____________ Date _____________ Date _____________ Date _____________ Date _____________ Date ______________ Date _____________ Date _____________ Date _____________ Date _____________ Date _____________ Date _____________ Date

VP, Epcot

VP, Disney's Hollywood Studios

VP, Disney's Animal Kingdom

Chief Creative Executive, Walt Disney Imagineering Chief Design and Project Delivery Executive, Walt Disney Imagineering

In the unfortunate event a crisis of this nature occurs, we must act immediately, with a clear vision and understanding of this plan. A ride malfunction or an overall concern for ride safety would undoubtedly be detrimental to the future of our Orlando theme parks. If not handled with the upmost concern, our stakeholders, supporters and valued guests would lose their trust in us. It is crucial that the crisis is contained before that occurs. We must show our genuine concern for ride safety and prove that the safety of our guests is our top priority. We will be honest, transparent, and calm when handling this situation, should it arise. By keeping close to the values that Walt Disney himself held so dear, and maintaining the composure and the integrity our company is so famous for, we will be able to overcome any crisis situation we are put in. This plan will eliminate any confusion and will pave a clear path for how a predicament of this sort should be handled. It will describe how the Walt Disney Company will restore order as efficiently as possible.

1. Recognize that a problem has occurred. 2. Initiate the crisis communication plan within 2 hours. 3. Inform all presidents, vice presidents, board members, and key members that are directly affiliated with Disney World in Orlando Florida and/or ride safety. 4. Inform all presidents, vice presidents, board members, and key members of The Walt Disney Company. 5. Release an initial statement regarding the situation while the company is preparing to act. 6. Hold a press conference with media as soon as possible after statement is released. 7. Ensure that media contact is conducted only by designated spokespeople. 8. Give thorough reports of safety precautions and policies at Walt Disney World. 9. Address the needs and questions of the public by phone, social media outlets, on all Walt Disney websites, and by any other means necessary. 10. Maintain composure and integrity throughout the entire crisis until it is resolved. 11. After crisis has died down, evaluate and improve upon the crisis communication plan within 2 weeks. 12. Return to normalcy as soon as possible.

In the event of a crisis, our internal key publics will be notified within hours. All branches of executive management as well as the board of directors will be informed via phone. The rest of the key publics including staff, shareholders, and investors will be notified by e-mail.

Name Robert A. Iger Andy Bird

Alan Braverman

Ronald L. Iden

Kevin Mayer

Christine M. McCarthy

Zenia Mucha

Jayne Parker

Jay Rasulo

Brent Woodford

Title Chairman and Chief Executive Officer Chairman, Walt Disney International The Walt Disney Co. Senior Executive VP, General Counsel and Secretary The Walt Disney Co. Senior VP, Global Security The Walt Disney Co. Executive VP, Corporate Strategy and Business Development The Walt Disney Co. Executive VP, Corporate Real Estate, Alliances, and Treasurer The Walt Disney Co. Executive VP and Chief Communications Officer The Walt Disney Co. Executive VP and Chief Human Resources Officer The Walt Disney Co. Senior Executive VP and Chief Financial Officer The Walt Disney Co. Senior Vice President, Planning and Control The Walt Disney Co.

Phone (643) 432-9874 (736) 372-8362

E-mail riger@disney.com abird@disney.com

(924) 428-8482

abraverman@disney.com

(381) 793-9283

riden@disney.com

(877) 125-4829

kmayer@disney.com

(230) 732-9023

cmccarthy@disney.com

(652) 447-2274

zmucha@disney.com

(861) 952-7323

jparker@disney.com

(248) 005-6432

jrasulo@disney.com

(971) 837-9932

bwoodford@disney.com

Name Thomas O. Staggs

Alan F. Horn Brent Woodford Phil Holmes Erin Youngs Dan Cockerell

John DAmaro

Bruce Vaughn

Craig Russell

Title Chairman, Walt Disney Parks and Resorts Chairman, The Walt Disney Studios Senior VP Planning and Control Vice President, Magic Kingdom Vice President, EPCOT Vice President, Disneys Hollywood Studios Vice President, Disneys Animal Kingdom Chief Creative Executive, Walt Disney Imagineering Chief Design and Project Delivery Executive, Craig Russell Date Walt Disney Imagineering

Phone (729) 837-9271

E-mail tstaggs@disney.com

(837) 021-0932 (863) 340-9732 (645) 384-3843 (239) 763-2183 (672) 942-1717

ahorn@disney.com bwoodford@disney.com pholmes@disney.com eyoungs@disney.com dcockerell@disney.com

(993) 328-0387

jdamaro@disney.com

(232) 351-5242

bvaughn@disney.com

(644) 938-0220

crussell@disney.com

Name Philippe Gas Joe Schott

Meg Crofton Jon Storbeck Mary Niven

Bill Ernest

Toshio Kagami

Nick Franklin

Dave Vermeulen

Title Euro Disney S.C.A Disneyland Paris Senior Vice President of Operations, Disneyland Paris President, Disney United States/France Vice President, Disneyland Park Vice President, Disney's California Adventure Park President and Managing Director, Walt Disney Parks & Resorts, Asia Chairman and CEO, Tokyo Disney Resort (Oriental Land Company) President of Walt Disney Attractions Japan Vice President and Executive Managing Director, Walt Disney Attractions Japan

Phone (832) 322-9238 (383) 830-4832

E-mail pgas@disney.com jschott@disney.com

(994) 829-9324 (632) 743-9382 (739) 232-3234

mcrofton@disney.com jstorbeck@disney.com mniven@disney.com

(249) 645-5542

bernest@disney.com

(657) 973-2398

tkagami@disney.com

(733) 608-6008

nfranklin@disney.com

(433) 823-9182

dvermeulen@disney.com

V.

Name

Robert Iger Susan Arnold John S. Chen Jack Dorsey Fred H. Langhammer Aylwin B. Lewis Monica C. Lozano Robert W. Matschullat Sheryl Sandberg Orin C. Smith

Phone (643) 432-9874 (238) 283-9334 (732) 832-8422 (563) 829-9393 (225) 345-0323 (633) 923-8362 (126) 338-7429 (864) 438-4942 (333) 833-2392 (693) 736-3719

E-mail riger@disney.com sarnold@disney.com jchen@disney.com jdorsey@disney.com flanghammer@disney.com alewis@disney.com mlozano@disney.com rmatschullat@disney.com ssandberg@disney.com osmith@disney.com

Name Georges Hautecort Sally Carerra

Phone (445) 424-9099 (632) 992-8363

E-mail ghautecort@disney.com scarrera@disney.com

The communication between our company and external key figures is crucial. They will be informed within a matter of hours should a crisis occur and be kept updated until it is resolved. The media will preeminently be contacted by phone, and all developments will be conveyed as quickly as possible. The public will be able to follow the story via social media as well as our websites, and industry members will be e-mailed as soon as possible. Communicating with these external figures is necessary as we remain honest with each and every one.

News Outlet MSNBC CNN News FOX News USA Today NY Times The WA Post LA Times Wall St Journal NPR

Contact Jarrod Perkins Kim Canter Taylor Cash Joseph Murray Neil Shores Patrick Dunney Linda Krenshaw Harold Weir Donna Jenkins

Phone (745) 367-9868 (642) 354-0921 (675) 561-2463 (323) 713-7765 (857) 277-3856 (351) 496-2387 (675) 852-0451 (439) 765-2300 (283) 593-9391

E-mail jperkins@msnbc.com kcanter@cnn.com tcash@fox.com jmurray@usa.com nshores@ny.com pdunney@the.com lkrenshaw@la.com hweir@wall.com djenkins@npr.com

By updating the public directly, we are eliminating the third party altogether. This way, details are less likely to be misconstrued and our company remains trusted and informed on the situation at hand

The Walt Disney Company will work diligently to keep other similar companies in the loop and offer advice to them should a similar situation occur within their company. They will be informed via e-mail.

Name John Smith

Title Crisis Communication Manager Back up Crisis Communication Manager Assistant Crisis Communication Manager Crisis Media Spokesperson Crisis Room Coordinator Group Leader, Public Relations & Communications Public Relations Manager Social Media Communications Director Print Communications Director Legal Advisor Legal Advisor Assistant CEO Media Spokesperson 2 Head Imagineer NASA Engineer

Phone (861) 675-9880

E-mail jsmith@disney.com

Robert Parr

(732) 333-6372

rparr@disney.com

Thomas OMalley

(255) 482-1193

tomalley@disney.com

Abigail Gabble Andy Davis Charlotte LaBouff

(786) 365-0887 (746) 977-3717 (209) 658-3442

agabble@disney.com adavis@disney.com clabouff@disney.com

Jessica Rabbit Carl Fredrickson

(886) 543-2826 (735) 736-0387

jrabbit@disney.com cfredrickson@disney.com

James P. Sullivan

(876) 465-0984

jsullivan@disney.com

Flynn Rider Robin Hood Anastasia Tremaine Lewis Robinson Maurice Inventior

(921) 669-2145 (493) 876-3399 (777) 643-9102 (186) 483-8473 (643) 932-5855

frider@disney.com rhood@disney.com atremaine@disney.com lrobinson@disney.com minventior@disney.com

In the event of a crisis, the media spokesperson will be Abigail Gabble. If she is unable to carry out her duties for any reason, Robert Iger, the CEO of the Walt Disney Company, will meet with the media. Both of these individuals are well versed in communications, the ins and outs of our company, and ride safety. They will also be knowledgeable about the crisis at hand and will have worked with the crisis communication team prior to their meeting with the media. This will guarantee that the spokesperson is equipped with the skills needed to deliver a positive message to the media and be able to effectively eliminate the crisis.

Abigail Gabble Crisis Media Spokesperson Phone: (786) 365-0887 E-mail: agabble@disney.com

Robert Iger Chairman, President & CEO The Walt Disney Co. Phone: (643) 432-9874 E-mail: riger@disney.com

1. 2. 3. 4.

Always be honest and convey that honesty genuinely. Stay calm and keep composure at all times. Respond to questions positively. If you are unsure of a question, that is okay. Take time to think about it and never answer a question before youre prepared. 5. Continue to stress our key messages and dedication to our patrons, guests, and supporters.

In the event that the media begins asking tough questions, remember to stay calm, cool, and collected. Stop and think about an answer if you are unsure, never seem apathetic towards a question. Here are some examples of trick questions they may ask and possible responses. If you keep all answers positive, you will be able to give a sensational interview!

It is extremely rare that any ride malfunctions or even small problems occur on a ride at Walt Disney World. Guests should feel safe riding every single one of our rides, being that every night and every morning, each ride is thoroughly examined and approved before opening. Before starting a ride, guests seatbelts are checked by a cast member as an extra precaution. In actuality, it cannot move until each belt is secure. If there is a problem during the ride, the cast member controlling it can stop it at any moment and can see what is happening thanks to cameras featured in every one. These are only some of the practices that keep guests safe when enjoying their ride time at the parks.

Because we are so dedicated to safety, we believe in closing a ride at the first sign of trouble so that it does not get worse. The problem could be anything from a stuck ride car to a technological glitch in a moving character in the scenery. These issues can arise throughout the day, but thanks to the detailed diagnostics performed, we know that it is impossible for a large problem to occur that quickly. Walt Disney World parks will never open a ride that has a problem and could be dangerous to our guests.

Guest safety is always our number one priority. Before guests board a ride, they must wait behind a yellow line, the yellow line also has gates in front of it. This ensures that no guest will fall in front of a ride. During many of our rides, there are informational videos that guests must watch beforehand before boarding that goes over what to specifically do on each ride. Cast members are standing by to answer any questions, to check yellow seatbelts, and to operate the ride itself. Guest should listen to all directions before boarding and be encouraged to ask questions or bring concerns to the attention of cast members.

Absolutely not. All cast members who operate each ride are trained by an imagineer or a quality assurance ride expert. They must be certified to operate rides and receive extensive training on each ride they are asked to operate. On rides like our roller coasters, we have cast members who remain stationed at the operating post so they become experts and can prevent safety errors and ride difficulties. Our cast members are a direct reflection of our company and work hard to keep every single guest safe!

The Walt Disney Company and Walt Disney parks are committed to safety in all aspects of the park. We implemented a program called Wild about Safety that educates families about other safety precautions they can take while in the park. The spokespeople, or rather characters who make sure these messages reach families are Timon and Pumba. They give information about keeping hydrated in the parks, tips on staying together as a family in the park, and much more. Our company is very concerned about ride safety, but making sure guests stay safe throughout their day at the park is a major concern as well.

Disney Ride Mechanics Expert Lance Edwards Head Imagineer Phone: (843) 732-0771 E-mail: ledwards@disney.com Disney Ride Policy Expert Don Goodwin Disney Wild about Safety Spokesperson Phone: (532) 632-8543 E-mail: dgoodwin@disney.com Disney Ride Operation Expert James Jack Kay Walt Disney Ride Inspector Phone: (342) 832-9621 E-mail: jkay@disney.com Disney Ride Quality Expert Lauren Dawson Walt Disney Quality Assurance Team Member Phone: (163) 056-3872 E-mail: ldawson@disney.com

Engineering Expert Amy Ratican Head NASA Engineer Phone: (598) 582-7402 E-mail: aratican@nasa.com Ride Safety Expert Hannah Osbourne KRM Ride Safety Consultant Phone: (638) 753-8623 E-mail: hosbourne@krm.com Mechanical Expert/Specialist Dr. Subrata Roy Mechanical and Aerospace Engineering, the University of Florida Phone: (850) 499-6599 E-mail: sroy@ufl.edu Medical Safety Expert Dr. Liam Kinder Orlando Hospital Chief Doctor Phone: (305) 382-3729 E-mail: lkinder@orlandohospital.com

In the unlikely event of a crisis, we need to quickly notify those who will be able to help. The contacts should be informed of the crisis immediately after it occurs so that they can act efficiently and rapidly.

(1800) 424-8802

Tables Chairs Printers Fax Machine Projector Computers Dry Erase Board Telephones TVs with Cable Radio Internet Router Video Cameras Extension Cords Power Strips Microwave Coffee/Espresso Maker Refrigerator DVD/CD Player Bulletin Board Paper Shredder Speakers

Pencils Pens Markers Dry Erase Markers Paper Remotes Calculators Erasers USB Drives CDs DVDs Stapler Staples Hole Punch Post Its Paper Clips Thumbtacks Batteries Trash Cans Trash Bags Paper Plates/Cups Napkins Plastic Cutlery Styrofoam Cups Coffee Coffee Creamer Sugar Snacks Water Soda

In the event of a crisis, the room set up has already been determined in the interest of time and to avoid confusion. The room will be split into four major groups. Each group will be in charge of a different medium of communication (Web/Social Media, Print, Phones/Radio, and TV/Video). As pictured below, the room set up will be 4 clusters of tables in each corner of the room so that each group can work together and experience minimal distraction from other groups. There will be a large conference table in the middle of the room for teams to consult and share with each other if needed. In the room there will be large TV monitors displaying all local and national news channels. There will be computers and telephones available for every member of the teams in an effort optimize productivity and contain the crisis as quickly as possible.

Phones/Radio Conference Table

TV/Radio

Social Media/ Web

Print

In the unfortunate event of a crisis regarding accusations of theme park ride operation negligence and/or preparedness for ride induced injury to patrons, The Walt Disney Company must act in the best way possible. We must stress that we are committed to keeping our patrons and guests safe, as Walt Disney himself would expect, by making safety our number one priority. By showcasing many of our policies and procedures such as the yellow strap seatbelt, cast members ride operation, and our Wild about Safety program, we will show the public that safety of the upmost importance. Should a freak accident occur, we will do everything in our power to keep all involved safe, and make changes to our rides to ensure that it never occurs again. By highlighting that safety is our top priority in the Orlando Disney World parks, we will restore faith in our company as well as all 4 parks while maintaining our integrity. Since the creation of our company, we have held ourselves to only the highest possible standards. It is our goal that the families who enter our Orlando Disney World Parks have a truly magical and safe day, and leave completely satisfied with their day. We are dedicated to the safety of every single guest who walks through the gates each morning. Each ride is carefully inspected each morning before open time, and receives a detailed diagnostic inspection every 6 months by a seasoned engineer and quality assurance team member. It is our sincere hope that the public will be able to move past any crisis that occurs and allow the Walt Disney Company to earn back the trust of all of our valued guests and patrons. We are aware that this will be no easy feat, but with the cooperation of all involved mixed with faith, trust, and a little bit of pixie dust, Walt Disney World will remain the most magical and safe place on earth.

1. The Walt Disney World Company is dedicated to the safety of our guests that attend our Orlando Disney World Parks (Magic Kingdom, EPCOT, Walt Disney Worlds Hollywood Studios, and Walt Disney Worlds Animal Kingdom). 2. The Walt Disney World Company will take all precautions and changes necessary to ensure that a crisis of this nature will never occur again, and restore a sense of safety to all guests. 3. The Walt Disney World Company ensures that all cast members, imagineers, and ride operators work together and are committed to safety and improving upon areas that need to be readdressed. 4. We assure you that we have taken every step necessary to ensure that our company will go above and beyond to keep our guests safe, especially moving forward into more technologically advanced times and as more rides are added to our parks.

We will run a series of commercials highlighting the magic, fun, and safety that comes with Walt Disney World. It will feature some of our most popular rides at each park and the safety precautions taken on said rides. There will be shots of imagineers fixing and running diagnostics, cast members at operating platforms and waving to guests as the ride begins, guests fastening their yellow seatbelts, and all other safety precautions implemented on each ride. The commercial will be narrated with Peter Pan, a beloved character, speaking about the importance of safety in parks and will attempt to persuade guests that we are dedicated to their safety, especially on rides. The theme of the commercials will be safety is magical and will capture the magic of our company and parks. At the end of the commercial, Tinkerbell will make our key message magically appear on screen. This will target both seekers of information and non-seekers of information, it will also be played on channels geared towards kids and family so it reaches the demographic most likely to visit parks.

We will use these mediums as a stage for our spokesperson. In accordance with the media contact chart, our spokesperson will release a statement to every major news station and newspaper in the hopes of reaching as many information seekers as possible. They will participate in as many interviews as possible. It will follow the theme of our key message dissemination, safety is magical and ads will be featured in newspaper and magazines highlighting that platform and message. This information will also reach non-information seekers if they happen to flip to an advertisement or tune into a news segment.

We will release numerous key messages to Facebook with links to our website. Each key message will picture a guest fastening their yellow seatbelt, a cast member waving, an imagineer performing ride diagnostics, etc. with the words safety is magical below it. When the public clicks the link, it will take them to the website with a more detailed safety plan and more information regarding Walt Disney Parks safety policies. For those who go to the internet for their information, this medium is ideal.

In the event of a crisis, it is imperative that these documents be on hand and read when dealing with the subject of ride safety. They will assist the crisis communication team while they make their decisions and plan for containing the crisis accordingly and outline many procedures and policies we have dealing with crises of this nature.

An overview and history of the company that illustrates our ideals and values when it comes to family, fun, and safety.

Gives a detailed outline on our policies and procedures regarding safety including fun facts about park safety and pictures.

Outlines a campaign dedicated to educating families and kids about safety while in the park and tells readers where to find campaign related signs and information while in the parks.

An overview for safety of many sorts implemented by Disney to protect children while in and outside of the parks.

Overview of the procedures and qualifications for becoming an imagineer. This will help answer questions about the people who fix rides and play a big role in ride safety.

Results of some of the most popular Disney rides that have performed perfectly for 5+ years.

Testimonials of guests who have witnessed, or been involved with Walt Disney handle a small ride problem with care and professionalism. Testimonials of guests with positive opinions about the safety policy.

FOR IMMEDIATE RELEASE [Insert Date Here] Contact: ______________ E-mail:________________ Phone: ________________ Walt Disney Parks Experience Accusations of Theme Park Ride Operation Negligence The Walt Disney Company experienced accusations of theme park ride negligence on [Insert Date Here] by a park guest after riding [Insert Ride Name Here]. After Disney Cast members realized there was a problem, the guest refused to calm down and threatened to inform the media of the incident. She claimed that a serious injury could have occurred and that she was lucky it did not. The ride [Insert Problem with Ride Here], and caused the guest to believe [he/she] could have been hurt. Understandably so, the guest was upset by the [Ride] when it [Ride Problem]. However, the Walt Disney cannot stress how much this incident was exacerbated and that the guests life was not in danger in any way. The Walt Disney Company has made safety their number one priority since the Magic Kingdom gates opened in 1971. Mr. Walt Disney himself knew that no guest could have a magical experience while in the park if they were concerned about their safety. This idea and the values of Walt have stayed stagnant in the company, especially in todays day in age. When creating and building rides, imagineers make safety their top concern, and with the safety policies that have been put in place, it is truthfully almost impossible for our company to create an unsafe ride. Safety precautions such as the yellow ride belt-a belt that cannot come unbuckled unless a computer allows it, a gate to protect guests from falling over the ride platform, and cast member operated ride movements are implemented on every ride. Each ride and ride system are checked each evening before close and each morning before opening by seasoned imagineers. The Walt Disney Company treats all families like their own and therefore holds themselves to the highest standards when it comes their safety. All who work with Walt Disney Parks in Orlando pride themselves on making it the safest and most magical place on earth. Our company is famous for excellence and attention to detail and we plan to uphold those reputations. In one year, worldwide Disney attractions carry approximately 600 million Guests on 250 attractions, it is our goal that not one of those guests are concerned about safety and that countless measures are taken to ensure their precious safety. For more information, please visit http://thewaltdisneycompany.com/about-disney/security

After a crisis has been contained, it is imperative that the crisis communication plan be evaluated within 30 days. It is crucial that the timeline is strongly followed so that the crisis and crisis containment will be a relevant issue and people will not have forgotten about it. This will ensure that the plan is effective should there be a second crisis of this nature in the future. This evaluation will analyze the entire plan and all of its individual parts. It will tell us what was successful and what can be improved upon. The results will be used to update future plans.

We will hold interviews with the media, especially those who dealt directly with us during our crisis. We will ask them how they believed the crisis was handled and if they thought the way information was given to them was effective or should be reexamined. We will ask about ratings when information of our company was shown. We will also give them feedback after their private interview about how they handled the information we gave them. Each board member and professional who was contacted and appeared on this sheet will be called to participate in a phone interview. We will discuss what was good, what was bad, and what should be improved upon, ask if they were satisfied with how quickly they were contacted, and ask what they thought of the crisis and how the public responded. All results from these interviews will be recorded and considered in the hopes of improving this plan.

Surveys will be e-mailed to the public, specifically people who are on our Walt Disney E-mail list. E-mail is able to reach many people at one time and does not require paper for the surveys to be printed on. These surveys will only be a few questions so that the public will be more likely to answer it and send it back. As an incentive, The Walt Disney Company will put all names of people who completed the survey into a drawing to win a free trip to Disney World. We will ask the public how they felt about the company prior to the crisis, what they thought about the crisis itself, how they thought our company handled it, and how they feel about our company now. There will also be a comment line for them to express specific concerns. Whether their feedback is positive or negative, it will help us make changes to the crisis management plan.

Members of the crisis communication team will meet up with their respective groups and discuss their opinions about the crisis, what can be improved, what went well etc. After they speak candidly for about 20 minutes with each other, the entire team will come together to share the most important conclusions they made. A comment sheet will be provided for them to anonymously share their thoughts about anything if they did not feel comfortable sharing with the group.

After a crisis of this nature occurs, it is important to gather certain statistics. 1. What percentage of guests are riding rides 30 days after the crisis has been resolved? 2. How many people are riding the most popular rides? 3. How many people are riding the ride that caused the crisis in the first place? These statistics will be gathered by cast members in the park. They will use a clicker counter to count the number of guests that ride each ride, and most importantly, the ride that caused the crisis. Every 100 people, they will ask a random guest how safe they felt on the ride and their thoughts about it, using a FastPass as an incentive.

The Walt Disney Company prides itself on being one of the most loved family companies of all time. We take safety extremely seriously and the safety and well-being of our guests is our top priority. Our mission and core values reflect the values of this company and all of our employees. As our employees, I know that you will all work hard to maintain our positive reputation, just as Walt Disney himself would have wanted. With your cooperation and dedication, we know that even in a crisis situation we can react to the best of our ability and contain the problem as quickly as possible. Employees are a direct representation of a company, and here at The Walt Disney Company, we are so lucky to have a group of hardworking individuals who are willing to do so much to maintain the image of this company. Thank you in advance for your tireless efforts and for following this crisis communication plan should a crisis arise. More so, thank you for your unwavering dedication to our company and our values. Best, Robert Iger