Situation overview:

One of the world's largest defense contractors planned a high-profile test of new technology in public airspace over a major population center. The test included a risk of property damage, injuries and fatalities if issues developed. The company was challenged with establishing a process that would guide it through a worse-case scenario.

PROI member Role:

A PROI Worldwide Americas Crisis Group partner developed a comprehensive, proactive strategy for before, during and after the test launch. The strategy included:

• Developing a local crisis management and communications plan;
• Preparing for multiple situations using diverse communications approaches;
• Establishing a local Crisis Management Team and crisis protocols;
• Facilitating a half-day exercise to test the plan and protocols during a hypothetical crisis;
• Drafting messages, statements and other communications materials to prepare for several scenarios; and
• Managing media relations with targeted local, trade, regional and national media.

Results:

When the technology did not function as anticipated, the company ended the test prematurely and the plan was immediately put into action. The company credited the extensive preparations surrounding decision-making, response actions and communications protocols for helping them end the test quickly and safely, with no injuries and limited damage.