Crisis Communications Plan

Preamble

In the event of a crisis or disaster at West Virginia University, the Strategic Communications and Marketing, Office of Strategic Communications is responsible for communicating with all constituencies, both internal and external, including media and the community.

It will carry out that responsibility directly and through advising and supporting top leadership at the University, up to and including the president and, as appropriate, the Board of Governors.

This plan sets out a roadmap to fulfill that responsibility.

While no plan can anticipate all variables, we will be guided by some basic principles:

1. We will always tell the truth.

2. Not only will we tell the truth, but we also will not deliberately conceal information that is necessary for the safety and well-being of the West Virginia University community.

3. We will provide as much information as possible to all constituencies, as quickly as possible, while at the same time being diligent to ensure its accuracy.

4. We will seek to correct any inaccurate information, whatever the source, as quickly as possible.

While the primary responsibility of the Strategic Communications and Marketing, Office of Strategic Communications is the safety and well-being of the WVU community, we will work closely with other community emergency agencies and their communication professionals throughout the crisis/disaster to inform their various constituencies and help them carry out their responsibilities.

The Plan

Purpose

• To communicate quickly and accurately with and to the University community — students, faculty and staff — about the crisis and/or issues via multiple communication vehicles including, but not limited to, the WVU Alert system, wvu.edu, ENews, student email, safety.wvu.edu and emergency.wvu.edu.
• To provide timely and accurate information to the general public through external news media outlets via WVUToday and social media.
• To provide information internally and externally without complicating the situation or compromising any resulting investigation or any confidentiality issues.

Levels of Crisis

1. Level 1: Full Activation (catastrophic — e.g., aircraft emergency, credible terrorist threat, building collapse, large-scale incident at mass gathering, etc.)

2. Level 2: Partial Activation (life safety issues — e.g., residence hall fires, missing persons, food-bourne outbreak, etc.)

3. Level 3: Watch Steady-State (day-to-day event monitoring)

WVU Staff Notification Procedure

During regular working hours (Monday-Friday, 8:15 a.m. to 4:45 p.m.), the executive director of strategic communications or their designee will be the primary contact for emergency communications.

Outside of regular operating hours, the executive director of strategic communications or their designee will continue to serve as the primary contact.

In the case of a Level 1 or Level 2 crisis, phone calls or texts (see emergency numbers starting on page 29) will be used to notify Strategic Communications and Marketing, Office of Strategic Communications staff and selected others to assist with the crisis. At that time, assistance will be needed in areas such as information gathering, media relations, websites, social media, email, WVU Alert and other communication tasks as assigned.

Key Strategic Communications and Marketing, Office of Strategic Communications staff should always have access to this document, either online or via mobile device, at home and in their office, when applicable. This document includes the Crisis Communications Plan, emergency contact lists, common media numbers and media tips.

Initial notification of a crisis will be sent immediately — or as quickly as possible. That notification will primarily be accomplished through the WVU Alert system, operated by the University Police Department and supported by the Strategic Communications and Marketing, Office of Strategic Communications.

WVU Alert System

WVU Strategic Communications staff will send emergency messages, as warranted, in coordination with University Police.

A WVU Alert is sent by the University Police, in consultation with the Strategic Communications and Marketing, Office of Strategic Communications when possible. If the consultation would result in a significant delay in disseminating the information, UPD will send an Alert on its own initiative, using predetermined templates. A list of WVU Alert templates is available in the Appendix (starting on page 23).

The WVU Alert system is a notification system that helps inform the University community about emergencies and incidents on or near campus. Emails and text messages are utilized to disseminate important information quickly and efficiently.

Additionally, University Police utilizes the LiveSafe app to distribute emergency and other safety information as part of the WVU Alert system. Students, faculty, staff and other University community members are encouraged to download the LiveSafe app and allow push notifications to receive messages sent by University Police.

The University’s three-tiered notification system — WVU Alert, Campus Warning and Community Notice — allows WVU to communicate as effectively as possible with students, faculty, staff, parents and other community members with guidance provided by the Clery Act.

The three tiers are designed to differentiate between incidents with varying levels of urgency. The WVU Alert tier will deliver the most urgent messages affecting the campus while the Campus Warning tier will notify the community of less pressing incidents that may pose a threat. Community Notices will be posted for incidents that don’t pose immediate danger or to share information about ongoing topics of concern.

Tier 1: WVU Alert

A WVU Alert is immediately sent when there is an imminent threat or impact to the safety of the campus community, including when the University is operating on a delayed schedule or is closed due to emergency weather conditions.

Incidents in this tier could include:

• acts of criminal violence, like an active shooter or a bomb threat,
• civil unrest or rioting,
• explosion,
• hazardous materials incidents,
• earthquake,
• tornado or other extreme weather conditions,
• emergency weather-related delays or closures.

The campus community will be notified of incidents in this tier through all available modes of communication, including text message, email, social media posts from the @WVUsafety X account, the WVU Safety and Wellness Facebook page and @wvusafetyofficial on Instagram, website updates and InfoStation messages.

Students are automatically enrolled in the WVU Alert system at the beginning of each semester if they have provided a valid cell phone number. Faculty and staff are encouraged to sign up for the Alerts. Other members of the University community also have the option of signing up for Alerts.

Additionally, all members of the University community are encouraged to download the LiveSafe app and allow notifications to receive messages sent by University Police.

In all cases, any issuance of a WVU Alert — the highest Alert level — will be preceded or immediately followed by a required emergency response call via Zoom, or other method if internet service is unavailable, for key personnel including, but not limited to, the UPD chief and/or UPD assistant director, the WVU Communications Center manager or designee, a representative from the Office of the President, a representative from the Office of General Counsel, and the executive director of strategic communications or their designee.

Tier 2: Campus Warning

A Campus Warning is sent when a Clery-reportable crime occurs within the area designated by the Clery Act and is reported to campus security authorities, including UPD, or local police agencies, and that is considered by the University to represent a serious or continuing threat to students and employees. These types of notifications are required by law.

Incidents in this tier could include:

• robbery,
• burglary,
• homicide,
• motor vehicle theft,
• sexual assault,
• hate crimes,
• arson,
• aggravated assault.

The University will use email communications and social media posts from the @WVUsafety X account, the WVU Safety and Wellness Facebook page and @wvusafetyofficial on Instagram, as well as other communication channels, when necessary, to communicate these incidents to the campus community.

Tier 3: Community Notice

A Community Notice is sent by the University to enhance student and employee safety and provide useful information to the community.

These types of notifications are not required by law and are typically less urgent messages. In addition, these notices could be sent for incidents that occur outside of the Clery-reportable region and generally in the Morgantown area.

Incidents in this tier could include:

• pedestrian safety protocols,
• mental health resources,
• safety tips and reminders,
• crimes in areas outside those designated by the Clery Act, but where students and/or employees may be affected.

The @WVUsafety X account, the WVU Safety and Wellness Facebook page and @wvusafetyofficial on Instagram will be utilized to communicate these incidents to the community, as well as other channels of communication when necessary.

Responsibilities for Level 1 and Level 2 Levels of Crises

Executive Director of Strategic Communications

The executive director of strategic communications or their designee serves as the lead communicator in University emergency incidents and is required to be directly involved in responses to and the monitoring of all crisis situations.

Depending on the level of crisis, the executive director of strategic communications or their designee will bring in additional communicators to support messaging efforts — including, as warranted, those from within and outside of Strategic Communications and Marketing.

It is also the responsibility of the executive director of strategic communications or their designee to issue notifications and updates for University senior leaders in coordination with the vice president for Strategic Communications and Marketing.

Additional responsibilities for the executive director of strategic communications and/or their designee may include:

• Contacting direct reports to send to the emergency scene to evaluate the situation and then to the Joint Information Center, located at the Monongalia Emergency Centralized Communications Office, 911 Responders Way, Westover.
• Assigning a staffer to go directly to the crisis scene to gather initial information, handle and assess media coverage, and estimate staffing needs and serve as liaison with onsite emergency personnel.
• Notifying the appropriate Strategic Communications and Marketing, Office of Strategic Communications staff using group text or phone calls so they can begin reporting to various posts/responsibilities. (Contact information is available beginning on page 29.)
• Supervising incoming and outgoing communication with news media via Zoom phone, email, social media, etc.
• Communicating with other key WVU administrative staff to keep each briefed on the extent and nature of the event.
• Designating sites for media briefings (see list starting on page 11) and, when warranted, serving as the principal spokesperson.
• Identifying other WVU and local area spokespersons — such as president, police chief, fire chief, mayor, hospital officials, etc. — as needed and working with them to develop messages.

The executive director of strategic communications or their designee, in coordination with the vice president of Strategic Communications and Marketing — when warranted — and in cooperation with local public information officers will have final approval on information to be released.

The executive director of strategic communications will stay in constant contact with Strategic Communications and Marketing, Office of Strategic Communications staff, key WVU administrators and other local officials, remain available by cell phone and work with representatives onsite.

Specific Assignments

Executive Director of Strategic Communications or Designee

Supervise incoming and outgoing communications with employees and external audiences via WVUToday, ENews, etc. They will also contact other WVU employees, as needed, to assist with communications efforts.

Media Manager or Designee

Monitor and post emergency messages on social media using appropriate accounts, including @WVUsafety on X, the Safety and Wellness Facebook page and @wvusafetyofficial on Instagram. Other official accounts that may share information include those for @WestVirginiaU and @WVUToday. (See the social media emergency communications plan starting on page 14.)

Remaining Strategic Communications and Marketing, Office of Strategic Communications Staff Members

In large-scale crises, other members of the Strategic Communications and Marketing, Office of Strategic Communications team will log on remotely to help with media call responses, information processing or to support overall emergency communications operations. In certain cases, on-site support may be assigned. The executive director of strategic communications or their designee may, if the situation appears to be extended, designate on-site shifts.

Off-site Office Equipment and Supplies

Supplies are stored on a labeled shelf in Marina Tower, Room 206. All members of the Strategic Communications and Marketing, Office of Strategic Communications staff are responsible for knowing the location of these supplies.

Should the Strategic Communications and Marketing, Office of Strategic Communications office in Marina Tower not be available and a determination is made that remote work is not possible in an emergency, Strategic Communications will set up at another campus location known as the Designated Crisis Communications Center. Possible sites include the College of Law, Fitzsimmons Event Hall, the Mountainlair Ballrooms, or the Health Sciences Center’s Okey Patteson Auditorium, Fukushima Auditorium or Hostler Auditorium.

The supplies include:

• Crisis Communications Plan Notebook that includes a printed copy of this document along with the Key Communicators contact list and Local/State/Regional Media contact list.
• Mult boxes with proper cords.
• Multifunction color printer, network cables, extension cords, portable battery-operated AM/FM radio, batteries, two sets of short-range, battery-operated walkie-talkies.
• Screwdriver and other small tools.
• Branded backdrop, portable podium, easels, letterhead, computer paper, legal pads, Post-it notes, reporter notebooks, pencils, pens, markers, highlighters, easel poster paper, stapler and staples, paper clips, labels, blank name tags, duct tape, campus maps and local maps.

Media Briefing Sites

The executive director of strategic communications or their designee will coordinate with Facilities to access these spaces.

Large Scale Briefings

College of Law, Fitzsimmons Event Hall (Media work area also available.)
Coliseum, Athletics Facility (Uplink)
Puskar Center, Athletics Facility
Mountainlair Ballrooms (Media work area also available.)
Health Sciences Center, Okey Patteson Auditorium, Fukushima Auditorium, Hostler Auditorium (Media work area at HSC 2940A-B.)

Small Scale Briefings

Downtown Visitors Center, One Waterfront Place (Uplink)
Art Museum of WVU, Museum Education Center

Family Site

Erickson Alumni Center

Emergency Health Care Sites

WVU Indoor Practice Facility
WVU Shell Building

Strategic Communications and Marketing, Office of Strategic Communications Guidelines and Tips for Operations in a Crisis

Strategic Communications and Marketing, Office of Strategic Communications Duties and Responsibilities

• Establish a Media Center for information sharing and dissemination for both local and national media so all outlets get the same message and coordinate with lead public information officers from other agencies — city, county, state, federal — involved in the emergency response.
• Establish appropriate media access procedures, credentialing, ground rules for news conferences, briefings and interviews.
• When necessary, establish daily briefings — morning, afternoon, evening or when need arises — to give periodic updates and confirm information about the incident, cause, rescue work, investigation, casualties/injuries, etc.
• Designate official spokesperson/spokespersons, experts and/or specialists. Strategic Communications approves news releases, official statements and other media information by heads of affected departments/agencies.
• Balance information needs with security and confidential information so as not to compromise operations and explain why certain information cannot be released.
• Work with various news outlets on requests for interviews; also determine pool camera, if necessary, and reporters allowed at scene, obtaining clearances from appropriate law enforcement or public safety groups.
• Update the 1-855-WVU-NEWS information line. (See page 27 for instructions.)
• Memorial services, safety reassurance campaigns, injury updates, counseling services and natural follow-up stories are just a few of the areas where communications will play a key role.

Individual Tips and Responsibilities

• Anticipate tough questions before briefings and/or interviews. Think through responses and stick with what you know. Don’t try to answer questions outside your area of expertise.
• Don’t be reluctant to say, “I don’t know” or “I’ll have to find out and get back to you.”
• Go over sensitive issues with all official spokespersons. Make a note sheet of info.
• Ensure news conference/interview areas are appropriate. Use backdrop, podium with microphone, etc.
• Consider dress for interviews/press conferences. Wear required safety and regulatory equipment, when necessary.
• WVU and other officials should avoid on-the-spot interviews. Instead, refer reporters to Strategic Communications and Marketing, Office of Strategic Communications personnel who will coordinate.
• Maintain a calm appearance and demeanor. The public needs assurances any incident is under control.
• Open with a strong convincing statement and set the tone with your message, then take a few questions or announce that this is a statement only and questions will not be taken at the time.
• Never assume phones, cameras or microphones are off and not recording.
• Be aware of body language and facial expressions.
• Be clear and concise. Avoid jargon or technical language. Be factual, never confrontational or argumentative.

Remember, crisis communication doesn’t end after the victims have been transported to the hospital and emergency responders leave the scene. Sustaining effective communications with various constituencies — students, faculty and staff, parents, community, media — is crucial in recovery and restoration stages days and weeks after the actual event.

Guidelines for WVU Social Media Use During an Emergency

It is critical that all West Virginia University social media accounts communicate uniform messages during a crisis. This keeps the campus community and beyond properly informed with consistent and accurate messaging.

Accordingly, all official University messages in a crisis will originate on the WVU Safety accounts — the WVU Safety and Wellness X account, @WVUsafety; WVU Safety and Wellness on Facebook and @wvusafetyofficial on Instagram. Only the content posted on these accounts or on the main University accounts — @WestVirginiaU on X and Instagram, the West Virginia University Facebook page and @WVUToday on X and Bluesky — should be reposted or shared.

For the Strategic Communications Media Manager or Designee and University Social Team

The @WVUsafety X account, WVU Safety and Wellness on Facebook and @wvusafetyofficial on Instagram serve as the main source of official information on social media.

Therefore, when a crisis in the WVU Alert tier first arises, all scheduled posts should be removed to allow for a clear focus on the emergency at hand. Scheduled posts for @WestVirginiaU X and Instagram and the West Virginia University Facebook page should also be removed.

For Campus Warnings and Community Notices, scheduled posts on all accounts may continue as planned, though the team should use discretion. Depending on the severity of the situation, it may be necessary to remove scheduled brand awareness or “fun” posts, or posts that are not urgent or timely. The team should also ensure posts aren’t scheduled to post around the same time the Campus Warning or Community Notice is posted.

Throughout the crisis, the media manager or their designee should be in constant contact with the executive director of strategic communications or their designee for the latest information on the situation.

The media manager or their designee is also responsible for notifying the University Social Team of developing situations.

Posting for WVU Alerts

In the case of a crisis, University Police will craft and send WVU Alert messages, in coordination with the Strategic Communications and Marketing, Office of Strategic Communications, to notify the community of an emergency on campus. These notifications will be sent through text and email to those signed up for the service as well via the LiveSafe app and on social media.

During regular business hours, the media manager or their designee will manually post the initial WVU Alert to @WVUsafety on X, WVU Safety and Wellness on Facebook and @wvusafetyofficial on Instagram. During non-business hours, the executive director of strategic communications or their designee will manually post the initial WVU Alert to @WVUsafety on X, WVU Safety and Wellness on Facebook and @wvusafetyofficial on Instagram. This can be done via the platforms themselves or by using Agorapulse.

Any alerts sent following the first one, including the final message indicating the emergency has ended, will be manually posted to X, Facebook and Instagram by the media manager or their designee or — during non-business hours — by the executive director of strategic communications or their designee.

It is up to the discretion of the University social media director and WVU social media team members as to what posts are shared on other Strategic Communications and Marketing-operated accounts.

As WVU Alerts are sent and as the media manager receives information from the executive director of strategic communications or their designee, they will manually post the Alerts and/or new information to the @WVUsafety X account, the WVU Safety and Wellness Facebook page and @wvusafetyofficial on Instagram.

For X, additional alerts or messages, including new information, should include “UPDATE:” at the beginning of the post. All posts throughout the crisis should be threaded to streamline news on the user’s feed. This should also help in showing the most up-to-date information to users.

For Facebook, additional alerts or messages, including new information, will be added to the initial Facebook post by editing the post. This will create a timeline of all alerts or messaging with the most recent update at the top.

Edits should be formatted like this: “UPDATE (time): Put the text alert here.”

Past alerts or messages and the initial WVU Alert should not be deleted from the post. An example of what the Facebook post would look like in a crisis is:

UPDATE (10:47 a.m.): This is the second update.
UPDATE (10:39 a.m.): This is the first update.
WVU Alert (10:30 a.m.): This is the initial alert.

For Instagram, a new post with an updated graphic will be created for each update to quickly reach followers. The platform is image-based and its algorithm prioritizes new posts.

To restore and maintain confidence and calm within the campus community, it is important to post new information periodically — at least every 10-15 minutes. Update messages should be coordinated with the executive director of strategic communications or their designee.

The following are examples of messages that can be used when no new information has yet been provided:

• Please continue to avoid the area. Emergency services personnel are on the scene.
• There is no new information currently. Continue to avoid the area.
• Emergency services personnel are responding to the situation. Please continue to avoid the area.
• The investigation is ongoing. Please do not spread misinformation. Official information will only come from @WVUsafety. Please continue to avoid the area.
• Continue to avoid the area. We will continue to update as we receive new information.

Other “filler” content should be developed, depending on the crisis. Only content from official social media accounts — @MonCoOEM or @Morgantown_PD, for example — may be reposted or shared.

All social media posts should do the following during a crisis or disaster:

• Calm the masses.
• Give information to the public.
• Give information to external news outlets.
• Clearly define commonly used safety terminology like “shelter in place,” “all clear,” etc. as these terms are used in Alerts.
• Control or “own” the conversation around a crisis.
• Provide off-site communication access should phone lines and internal servers be compromised.

Remember to always update the campus community when a crisis has ended. The final WVU Alert text should be manually posted to the X thread to close out the thread and added to the WVU Safety and Wellness Facebook post about the crisis. A post with an updated graphic should be posted to @wvusafetyofficial on Instagram stating the crisis has ended.

In the event that a crisis has caused significant negative impact to the campus community, it will be necessary to create posts that will facilitate calm and healing over a designated period. Topics that may be discussed could include mental and emotional assistance, counseling, hotlines and more.

Monitoring for WVU Alerts

The University social media team, with support from the media manager, will monitor popular social media platforms during a crisis situation. Create searches for all references to WVU and the emergency situation at hand. Additionally, create similar searches that have a location parameter set up around Morgantown.

Searches may include terms like: WVU, WVU Alert, WVU emergency, WVU shooting, WVU bomb, etc.

Closely follow the interactions of the @WVUsafety, @WVUToday and @WestVirginiaU X accounts. Also monitor the comments on the WVU Safety and Wellness and West Virginia University Facebook pages. Keep an eye on popular meme social media pages and platforms we don’t traditionally use like Reddit and YikYak.

Note any specific social media posts that could be used to help in a crisis investigation. Copy the link to these posts and take a photo or screenshot of these posts as well in case they are deleted. Notify UPD by email or phone at 304-293-3136. In addition, notify the the executive director of strategic communications and the executive director of storytelling or their designees.

If there is an obviously erroneous post that is receiving a large response on social media, the media manager or designee will work with the executive director of strategic communications or their designee to confirm it is unfounded and respond to try to calm the masses.

Engagement during a crisis depends on the situation, but it is discouraged in many instances. After a crisis, depending on the outcome and nature of the incident, it could be necessary to engage to make an effort to restore and maintain confidence and calmness.

After a crisis has ended, monitor the notifications of @WVUsafety on X, the WVU Safety and Wellness Facebook page and @wvusafetyofficial on Instagram. If people are actively quote posting old alerts or updates, reply to these posts with an “all clear” message to ensure they know this situation has ended.

Posting for Campus Warnings and Community Notices

When the University releases a Campus Warning or a Community Notice, the media manager or their designee will be made aware to post the release on the @WVUsafety X account, the Safety and Wellness Facebook page and @wvusafetyofficial on Instagram.

Since Campus Warnings and Community Notices are not sent through the WVU Alert texting and email system, it is always necessary to post these releases to social
media to inform our campus community.

The posts should include a summary of the release and a link to read more — typically hosted on WVUToday, students.wvu.edu or enews.wvu.edu.

Other University accounts — @WestVirginiaU X/Instagram story, @WVUToday on X, the main WVU Facebook page, @WVUStudentLife X, WVU Student Life Facebook, etc. — should share these posts when necessary, as determined by the University social team. Since Campus Warnings and Community Notices can vary in terms of content and severity, managers of these other University accounts should use discretion.

Subsequent updates may follow from the Campus Warning or Community Notice. In these cases, the post from the @WVUsafety X account should be threaded to the original announcement to keep all updates in one place. Similarly, an update should be added to the original WVU Safety and Wellness Facebook post, like in WVU Alert cases, and a message with the update should be posted to @wvusafetyofficial on Instagram.

Monitoring for Campus Warnings and Community Notices

While not as urgent, the University social team, with support from the media manager, should still utilize monitoring tools when possible after a Campus Warning or Community Notice is released. They should use an X monitoring tool and monitor Facebook and Instagram notifications to watch for reactions, additional tips/leads and concerning posts. They should also look at platforms like Reddit and YikYak.

Utilize search terms related to the release and situation to find relevant social media posts. Follow the interactions of the @WVUsafety, @WVUToday and @WestVirginiaU X accounts. Also monitor the comments on the WVU Safety and Wellness Facebook and the WVU Facebook pages.

Note any specific social media posts that could be used to help in an investigation. Copy the link to these posts and take a photo or screenshot of these posts as well in case they are deleted. Notify UPD by email or by phone at 304-293-3136.

In addition, notify the the executive director of strategic communications and the executive director of storytelling or their designees.

For Other University Social Media Managers

During a crisis, all scheduled posts on social media scheduling programs should be unscheduled or deleted on all University-wide accounts. This will allow for a constant and consistent stream of news from official sources.

Any University-related social media accounts — those with reference to WVU or that are considered affiliated with the University — should refrain from posting their own messages. Instead, they should only share official updates from @WVUsafety on X, the WVU Safety and Wellness Facebook page or @wvusafetyofficial on Instagram. If they would like to refer their followers to those accounts for more information, they may do so by posting, “For official updates on the current campus emergency, follow @WVUsafety on X, WVU Safety and Wellness on Facebook or @wvusafetyofficial on Instagram or visit emergency.wvu.edu.”

In long-running situations, the Strategic Communications and Marketing University Social Team director or designee will send an email to the social media managers across campus and/or post to the WVU Social Media Managers Facebook group with information and reminders on what to do with their respective accounts. An email will be sent to the Key Communicators listserv to inform them as well.

Once there is an official University announcement that a crisis has ended, all University-affiliated social media accounts should end crisis communications. They can do so by reposting or sharing posts from @WVUsafety on X, the WVU Safety and Wellness Facebook page or @wvusafetyofficial on Instagram, or by posting an official University news release. They can return to regular posting as deemed appropriate.

General

When discussing information with media members and sending news releases, please include: “For the most up-to-date information on this situation, follow @WVUsafety on X.”

Do not rely on outside media reports in any crisis situation. Only official information received from the executive director of strategic communications or their designee should be posted during a time of crisis or disaster, and only posts from @WVUsafety on X, @wvusafetyofficial on Instagram or the WVU Safety and Wellness Facebook page should be reposted or shared.