Group Crisis Communication Plan

Crisis Communications Plan for

Chinese Academy


COMM 642 Crisis Communications Group 1

Department of Communication Studies

Fort Hays State University

Dr. Qingjing Yao

Written July 25, 2011

Yanan Sun (Nan)

Di Jiang (Jennifer)

Yafan Duan (Jenny)





Chinese Academy is a student project sponsored by the Chinese Scholar Association at Fort Hays State University and funded by the EOF of SGA. . It was established in 2009 with the will to contribute to the culturally diverse and harmonious process on campus and in Hays community. Chinese Academy focuses on promoting the Chinese culture, providing educational opportunities to students and encouraging intercultural communication between Chinese students and all the community here. The mission of the Fort Hays Chinese Academy project is to bring understanding of the Chinese language and culture to Fort Hays State University and the community of Hays. Chinese Academy is devoting itself to form a foundation and understanding of fundamentals in Chinese culture for students and local community members who are interested in China.

Currently, there is a crisis happen in Chinese Academy; in recent years, fewer and fewer new members join into Chinese Academy. Most members in Chinese Academy are students, so every year there are some members graduated and left school, the numbers of new members was less than the leave members. Because of lacking new members, it became difficulty to apply school funs, so many activities cannot hold. People feel disappoint if the activities were canceled. Therefore, the impact of Chinese Academy in school was decreased. It formed a vicious circle.

Therefore, Chinese Academy must find solutions at once. Our team set up a plan for Chinese Academy to solve this crisis. We analyzed the current situation, the competitor of Chinese Academy, the weakness, and the strengths. We suggest using social media to publicize this organization and show out activities’ details. Our goal is not only attracting more Chinese new students but also American students and local people. After complete our plan, we believe Chinese Academy should attract more new members.


By signing this statement, I verify that I have read this plan and am prepared to put it into effect.


(Signature and Date)

 Vice President and CFO                                

(Signature and Date)

 Vice President                                        

(Signature and Date)

 Office Managers                                       

(Signature and Date)

Rehearsal Dates

Twice one year when new student registration

 August 1, 2011

 January 1, 2012


This crisis continued two years; we must prepare and take action to change this situation and let Chinese Academy develops better and better. Our active propagandas in social media will increase the popularity of Chinese Academy, included setting up groups in Facebook and Blog, publishing articles in school’s newspaper, and cooperating with voluntary activities. If we are active and sincere, the crisis situation can be more smoothly resolved and action can be taken to eliminate future problems.


We will make every effort to:

  1. Initiate the Crisis Plan in this new student registration.
  2. Inform all managers that might be involved with the situation.
  3. Inform all members to do their best to publicize our organization.
  4. Inform the media and school within 2 days.
  5. Keep the media and school newspaper regularly informed of updated information.
  6. Maintain honesty with the media about all known information.
  7. Find the source of the problem as soon as possible.
  8. Analyze the competitors and learn their experience.
  9. Develop ways to alleviate future problems.

Local Television News Personnel

Eagle Community TV

1012 W 28th

Hays, KS 67601


Eagle Cable TV & Internet

2703 Hall Suite #13

Hays, KS 67601


KBSH TV Channel 7-CBS

2300 Hall

Hays, KS 67601


Local Newspaper Personnel

Hays Daily News

Editor: Patrick E. Lowry

507 Main St.

Hays, KS 67601


Fax: 785-628-8186

FHSU University Leader

Editor: Klint Spiller

600 Park St.

Hays, KS 67601


Plains Trader

331 E 8th St.

Hays, KS 67601


Fax: 785-625-5877

 Local Radio News Personnel

KPRD Radio-FM 88.9

301 W. 13th

Hays, KS 67601


Fax 785-628-6389

KRMR Radio-FM 105.7

207 E. 7th Suite 012

Hays, KS 67601


Eagle Radio Stations

KAYS – AM 1400

KHAZ 99.5 – FM 99.5

KJLS – FM103.3

KKQY – FM 101.9

2300 Hall, P. O. Box 816

Hays, KS 67601


Crisis Communications Team



Members of CA

Cell Phone Emergency Phone E-mail

Crisis Communication Manager

Keyu Jiang Omitted here Omitted here

Backup Crisis Communications Manager


Zeng  cell and emergency phone omitted here

Assistant Crisis Communications Manager

Jiamin Fang  cell and home omitted here

Crisis Control Room Coordinator

Xiaobo Fengcell and home omitted here

Spokesperson 1

Yi Gong cell and home omitted here

Spokesperson 2

Li Li cell and home omitted here


Fangfang Cheng cell and home omitted here

Print Media Contact Person

Xin Dai cell and home omitted here

TV/Radio Media Contact Person


Guo cell and home omitted here

Legal Advisor

Aaron Gallentine cell and home omitted here

Media Spokespersons


Primary and Backup

Members of CA Cell Phone Emergency Phone E-mail
Spokespersons 1 Yi Gong Omitted here Omitted here
Spokespersons 2 Li Li Omitted here Omitted here

Interview Tips

  • Be honest.
  • Listen carefully to the whole question before answering.
  • Do not use the jargon of your business or profession, speak in everyday language.
  • Gather background information, and prepare for answering who, what, when, why, and how questions.
  • Do not guess or speculate. Do not answer questions that you don’t know or understand.
  • Keep showing you are calm, courteous, responsive, positive, truthful, brave, and concerned.
  • Avoid saying “No comment”.
  • Be accessible and pleasant to reporters, understand the reporter’s job and respect them, address each reporter by name if possible.
  • Keep the members of Chinese Academy informed of the crisis. They may be volunteer spokespersons.
  • Tell the whole truth, use your crisis communications plan.

Trick questions (Rude Q’s)

1. Speculative questions that begin with if:

“If the teaching job is not voluntary, would the crisis have happened anyway?”

2. Leading questions:

“You do agree that Chinese Academy could have avoided this crisis, right?”

3. Loaded questions:

“Isn’t true that you knew there were many members have complaints for a lot of voluntary jobs so that they did not have enough time to study, but you failed to do anything about it?”

4. Naïve questions:

“What exactly does Chinese Academy do?”

5. False questions containing inaccurate details that reporters want you to correct:

“About 95% percent of your members are Chinese students, right?”

6. Know-it-all questions:

“I have all of the details, but could you give me some wrap-up comments about this crisis?”

7. Silence: This tactic designed to get you to “spill your guts.”

8. Accusatory questions designed to make you blame someone else:

“Who is actually responsible for this crisis?”

9. Multiple-part questions designed to be intentionally confusing:

“Since it is Chinese Academy, it is very hard to attract American students join in, right? Do you think is it because the principle of the Chinese Academy is in a Chinese way, so it is not suitable for American students’ thinking way? ”

10. Jargon questions: Make sure to avoid using technical words that can confuse publics.

11. Chummy questions:

“Hey pal, off the record, why do you think this happened?”

12. Labeling questions:

“Would you say that there were many meetings on weekend?”

13. Good-bye questions:

“Good-bye. Oh, by the way, what do you think about this crisis, and how did this crisis actually happen?”

 List Emergency Personnel

Fort Hays State University Alumni Association

600 Park Street, Hays, 67601-4099

Phone: 1-888-351-3591


Kelly Center

600 Park Street, Hays, 67601-4099

Phone:  785-628-4401

Fax: 785-628-4412

International Student Services

600 Park Street, Hays, 67601-4099

Phone:  785-628-4276

Fax: 785-628-4113


Student Organization Committee

600 Park Street, Hays, 67601-4099

Phone:  785-628-4664

Fax: 785-628-4666


Equipment and Supplies for the Crisis Control Room



_computer printers


_telephone directories

_cell phones



_bulletin boards





_contact list


_police radio

_media directories

_press kits

_crises plans

_food and beverages

_copying machine

_cameras and film

_organization letterhead

_first-aid kits

_battery-powered TV and radios

Pre-gather Information

 Information about membership of Chinese Academy

 The Chinese Academy is open to everyone from F.H.S.U and the Hays community who are interested about Chinese language and culture. Membership shall not be prohibited on the basis of gender, race, religion, national origin, age, disability, or veteran status. The mission of the Fort Hays Chinese Academy project is to bring understanding of the Chinese language and culture to F.H.S.U. and the community of Hays.

Information about class

  • We have 2-hour length class sessions on every Saturday at the university. The Academy will also follow the university semester schedule. The Chinese Scholar Association will be working collaboratively with the Chinese Student Association. Primarily, Chinese students will be instructing the classes. Chinese visiting faculties from universities in China will also get involved enriching our curricula and ensuring the quality of our services.
  • No minimal eligibility will be required to enter the Academy. Anyone who is interested in learning the Chinese language and culture is welcome. However, the classes will be broken down into two levels of classes – entry and advanced levels, based on student’s age and level of understanding of the Chinese language and culture. The entry-level curriculum will encompass general kindergarten curriculum of China focusing on pronunciation, listening, and basic reading and writing skills in Chinese. The advanced level curriculum will encompass general elementary curriculum of China focusing not only on pronunciation, listening, basic reading and writing skills, but also on a better understanding of short literatures and composing short essays in Chinese.

How will this better the campus community?

The Chinese Academy project will better the campus community in three ways.

  • The Chinese Academy is providing an educational opportunity for children, the university students, or anyone from this community, who are interested in learning an additional language and experiencing a very different culture, in their spare time. The mission of the Chinese Academy project is consistent with one of the missions of F.H.S.U., which is becoming an excellent and internationalized institute of education.  The success of the Fort Hays Chinese Academy project will certainly facilitate this process and bring us one step closer to such goal.  Most importantly, this will be a fun educational experience for students. We will utilize multimedia and have a variety of classes, such as Tai-chi, Chinese cooking, and many more, to make sure that our students will have a rather comprehensive experience with the Chinese culture.
  • The Chinese Academy will provide an opportunity for Chinese students and maybe in the future, some American students, who are able to instruct our classes, to practice their communication and teaching skills. This would be a perfect opportunity for them to gain working experiences with the local community.
  • This project will not only benefit the campus community, but will also benefit the community of Hays. The city of Hays is located in western Kansas, where residents may not have many opportunities to experience diverse cultures as the west and east coasts of the U.S. Since the world is becoming “smaller” and globalization has become a trend, it may be crucial to have a basic understanding about other cultures. The Chinese Academy project will provide such opportunity and acting as a bridge between the local and the Chinese community.

Employee relations

  • The officers of this organization consist of president, treasurer, and instructors. Chinese Academy is an equal opportunity employer.
  • All officers shall be elected at the second meeting of spring semester of each year.

Key Messages

The Chinese Academy (CA) is an organization that brings understanding of the Chinese language and culture to Fort Hays State University and the community of Hays. CA offers diverse on-campus educational and out-reaches public programs to all the students, faculty and community members who are interested in China. We are devoting to help establishing a culturally diverse and harmonious environment for the university and the local community by promoting the Chinese language and culture.

The follow key messages should be stressed in the order indicated:

  • The mission of the Fort Hays Chinese Academy project is to bring understanding of the Chinese language and culture to Fort Hays State University and the community of Hays. We are devoting ourselves to form a foundation and understanding of fundamentals in Chinese culture for students and local community members who are interested in China.
  • No minimal eligibility is required to enter the Academy. Anyone who is interested in learning the Chinese language and culture is welcome.
  • The primary focus of this project is promoting the understanding of the Chinese language and culture.
  • The Chinese Academy project is a free program to attend.


Dissemination of Key Messages

Methods of Communication







Teleph-one Email Fax Letter By Messe-nger Newsletter Bulletin Board Personal Visit News Release Meeting
Members Jiamin Fang

Jiamin Fang

Jiamin Fang
Executives Xiaobo Feng Xiaobo Feng Xiaobo Feng
Students Xin Dai Xin Dai
Electronic Media Li Li Li Li Li Li Li Li
Newspapers Yi Gong Yi Gong Yi Gong
Community leaders WeiGuo Wei Guo Wei Guo

URLs for Chinese Academy

Learn about Chinese Academy

Check class of Chinese Academy

How to enroll Chinese Academy?

Update and to explain the crisis and take responses.

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10 Responses to Group Crisis Communication Plan

  1. kurtcomm642 says:

    This is a noble effort at making a round peg fit a square hole. The group has taken what is a marketing problem and tried to solve it within the framework of a crisis communications plan. The problem facing the Chinese Academy is declining membership caused by the naturally high turnover among a student population resulting in difficulty staffing the very worthy programs the academy runs. It is truly a vicious cycle. When programs are understaffed and canceled, it is hard to keep interest up. People are not willing to schedule time for an event that may or may not take place. It is a crisis, but it’s not the kind of crisis that can be addressed by a crisis communications plan, which is designed to mitigate damage caused by a major event that threatens the reputation and viability of an organization.

    The problem here is not a urgent, immediate threat, it is a long term challenge. A crisis control room with walkie talkies and police radios and lists of emergency numbers won’t help. The kinds of questions that would come from the media would be at worst slightly condescending but would more likely be sympathetic, even helpful. To be sure, having key messages and background information on the academy and its goals readily available would be helpful, but the rest of the framework for a crisis communications plan just doesn’t fit.

    • lilly1989 says:

      I agree with what Kurt says. I think we should remind of that Chinese Academy do not have a long history, Therefore, we have no enough experience to run this organization. It is still in the growing stage. Besides that, I think it is good for your group to study the crisis such as the difficulty or misunderstanding of culture exchange for Chinese Academy.

      • dijiang313 says:

        You and Kurt are right, it is not a urgent crisis that could make the organization disappear. But for a voluntary student orgaiztion, what should the organization do if there are no one student join in the Chinese Academy this year, who will teach Chinese language and clture for Americans, and how to plan activities this year. Obviously, all members of Chinese Academy should to make a crisis plan to deal with it aimed at attracting more students join in because the orgaization can’t do noything without voluntary students. I know it not like a nature disaster makes people fear or even no one could notice it, but it still is a crucial crisis that Chinese Academy faced. I believe that our efforts can help the organization a lot in future.

  2. clarkfeng1987 says:

    I exactly know this organization. Thank you very much to analyse and give the crisis communication plan for Chinese Academy. This is very useful and important for our organization. I think that we should take care the crisis management commonly.

    • dijiang313 says:

      Thanks for your comments and for providing the organization’s information. We tried our best on this plan, hope it can help your organization a lot.

  3. rangmoen20 says:

    it is a very good initiative to revive your academy back to it’s founding objectives, however, i observe that their are much grammatical errors and choice of words in your introductory statement as well as the main content of your communication plan….overall, i wish you luck in your restoration agenda!

    • dijiang313 says:

      Thanks for your comments. Our group members were working very hard on this plan because we know all of us are Chinese students, so we should work harder than ever before and we did it. However, there still have some grammatical errors and choice of words in our crisis communications plan, I am sorry for that.

  4. lilly1989 says:

    For the Dissemination of Key Messages part, I just feel a little confused about how the key messages disseminates. You put the name there, do you mean the person would be responsible to disseminate the messages to the different public? However, I think it is good for only one or two spokesmen to do this. As we all know, the more people disseminate the messages, the easier the announcement or points were described differently.

    • dijiang313 says:

      Thanks for your comments. For the dissemination of key messages part, I think it is a very important part for the whole crisis communications paln. When an organization encountered a crisis, I think they need to determine the best methods of communicationg key messages to key publics, including the media. Also determine who on the crisis team will be responsible for communicating to each key public. However, the media spokesperson represents the company and speaks on behalf of the company, and an effective crisis spokesperson must have some position in the company. These two parts are really different.

      For instance, in Murdoch’s crisis, Murd0ch and his son are the spokesperson on behalf of the company, they answered questions on CNN in front of the select committee of the British parliament . But I think there still have some employees or managers working on disseminate the key messages to key publics, explaining and reiterating what’s they really care during a crisis and it’s all about human.

  5. kurtcomm642 says:

    Looking back over your plan, I have to point out one avenue of contact you missed. It’s OK, because a lot of people overlook us, but remember University Relations. You are all communications majors, write your news releases and send them to me, We’ll send them out. That’s what we do, among about a zillion other things.

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