The Marriott is a well-known brand that has 30 hotel brands across 5,700 locations in more than 110 countries. He different brands offer different collections like the Luxury, Premium, Select,and Longer stays that customers can choose depending on what they desire for their trip. With such a well know name and multiple brands, a company of this magnitude must have a crisis management plan in effect in case any unforeseen circumstances arise.

    For this company’s global communications plan they have the goals to enhance and protect the reputations and the brand of Marriott internationally Globally.  In the Marriott Brand, they make clear the differences between crisis communications and crisis management. They want to be sure that crisis management covers all aspects when they need to respond to a crisis. For their crisis communications, they have set a timeline of who to inform first during a crisis. The Marriott plans to inform the guests, the associates, the stakeholders, and then the media and the public. This list and order they feel is the best plan of action to uphold the “Protecting and Enhancing” hotel/brand reputation. Concerning crisis management, the Marriott wanted to ensure there is an effective and timely crisis response. A major factor in the crisis management is to uphold the law and be as transparent as possible during a crisis. Marriott wants the best outcome from a crisis. The crisis management also helps to restore the hotel to its normal operations as well as disclosing appropriate information to the press, owners, associates, and guests. The team has the job of protecting the safety, welfare, and privacy of the guests and associates.

    For Marriott to have an effective response to the crisis, Marriott ensures that when they gather all the news of a crisis, they distribute it, but not without ensuring the information is right. Following they make sure the appropriate audience is going to receive it as well as picking the opportune time to distribute the information. This information will be the issues or incidents that brought forth the crisis. Some of the mishaps that Marriott considers a crisis are: criminal activity, foodborne illnesses (guest or associate), protest demonstrations, accident/incident with a celebrity, room rate/pricing errors, leaking/hacking/phishing of guest information, and controversial group staying at the hotel. The strategy that was developed was to handle the situation before it grew to larger issues thus creating a story that would no longer be local. Despite what the crisis may be, they want to remain truthful and accurate. While the situations may be unfortunate, they want to ensure they are releasing truthful information and all facts that are given out are accurate so there is nothing that can be leaked or traced back and found out to not be factual. Another part of the strategy is to avoid camera or telephone interviews. While it will be the Marriott’s words, it would be best for a spokesperson for the company to release information they choose to give not being bombarded by interviews. Lastly, a major part of the strategy is to understand that the media cannot be controlled. Going back to speaking with camera or phone interviews can lead to the media taking what was said and altering it to fit a certain context for them which can give mixed or negative views from the public. Furthermore, the media will already take information release it without having factual information to give out. It is in the company’s best interest to be aware of the media and follow their strategy when informing the public. Concerning the media, the hotel that is dealing with the crisis should consider a possible media staging area inside/outside the hotel. This will allow the transparent factor to show.

Furthermore, the hotel needs to anticipate the crisis/issues based on the location. It is a less than likely chance there will be a major crisis in the locations that are in the tropical locations than it is to happen in the middle of a large city where there are celebs, demonstrations, or people hacking the systems. It is important for these hotels to identify their weaknesses. Understanding their locations and the types of crowds that frequent the hotel will play a part in preventing a crisis. Some of the Marriott brands are targeted to certain crowds. They have the St. Regis, which is a luxury brand that caters to those who have perhaps a more sophisticated or elegant taste. Conversely, there is the aLoft brand which targets a younger, modern crowd. There are different brands that will hold different demographics. With that in mind, it will help to understand what the possible crisis could occur form the guests that will stay. It is also important for the Marriott brand to understand that with these weaknesses, they need to be aware that if other crises arise, the old crisis may resurface if it is not handled in an efficient way.

Marriott believes it is important that they understand the nature of the crisis. They think it is important to know that every issues, incidents, or crisis is unique. The way a previous crisis was handled may need a different approach or it needs to be handled completely different. No one response will meet all the needs which is what also needs to be taken into account when assessing these crises. It is important to customize responses and statements en addressing the media and having the right resources.

Marriott has also listed their responsibilities in 4 steps. Their first step is to respond to the actual event. With that, whatever the situation is, it is important to handle it whether the media is involved or not, it is important that the situation s handled. For instance, if the guest's information is hacked, its important for information technology to handle it so no more information is stolen. The second step is to alert key stakeholders. It is important for the stakeholders to be aware of the situations because they have a stake n the company and should be aware of the situation that is taking place because it will help them make up their mind about their place in the company. Step three is to notify Marriott communications. This allows for the communications team to disperse the crisis information to who all needs to know as well as preparing what will be said to the media. Lastly, step four is dealing with the media. Depending on the magnitude of the crisis will determine how long they will have to deal with the media, but dealing with the media is inevitable o it is important to prepare.

Marriott believes it is important to understand a hotel responsibility. They have a range of high priority, being the people they are dealing with in the crisis as well as the employees of the company to the property and also a low priority which is the press. Since the press or media is not that important, they are addressed last. Even so, they have certain ways they want to deal with the media. They want to make sure the media receives a response from the hotel and verification of the incident. When giving details, they can give basic information. Additionally, with addressing the media, it is important they assume everything is on record.

Lastly, Marriott corporate communications responsibility brings forth 24/7 communication support, a point of contact, or call center. A large brand like Marriott prepares for any crisis and allows for here to be a constant opportunity to be able to handle a situation in the quickest way by having a constant support. They work with the law and global safety while also working with franchises or representatives. Having these connections help to resolve crisis quicker and easier. With the brand being international, they have also put into place global regional teams to help in the remote areas as well as agency collaboration and response teams. Marriott’s communication team has created different teams in order to stay ahead of any crisis and be prepared in case anywhere to happen at any time.

1.    For The Borgen Project, a non-profit organization that helps to fight poverty around the world a potential crisis would be the misuse of donor’s money to the organization or financial impropriety. Financial impropriety is improper behavior. In relation to The Borgen Project, it would be the misbehavior in relation to the funding they are receiving from the organization.

2.    Dealing with a situation that involves an organization that has relations with the government can have a timeline of a few weeks to some months. When a crisis arises depending, on the magnitude of the crisis could determine how long the timeline will be. The first objective would be to fix the situation immediately handle the crisis and make sure it is fixed. Concerning financial issues, it may take longer to return the money and get the financial aspects straightened out. Furthermore, after informing the employees and stakeholders there would need to be a release to the public about the mishandling of the money. That may then bring more backlash since the public will have then been informed. Depending on the outcome of the situation and if the company is able to recover will determine the stakeholder's position within the company if they choose to leave or remain.

3.    The purpose of the crisis communications plan for The Borgen Project would be to remain truthful in every situation. In the event of financial impropriety, the situation is already untruthful and shows that the company is conducting bad business. In a situation like this being found out, it is important for the company to come clean about the mishandling of the money and be transparent with what has transpired. The plan would include the organization quickly informing the stakeholders. The stakeholders that have invested in this non-profit organization would have the biggest stake in helping the organization maintain with the additional donations. Informing them would be first and finding out if they will be willing to stay after a crisis such as this could ultimately determine if the organization will be able to succeed. With that, informing the employees would be second. Informing them of the mishap and making them understand the magnitude of this situation and how it could ultimately affect their job in the organization. With that, it would be up to them to decide if they will remain and see if the organization will survive or if it will succumb to the crisis. After the employees are informed, the public will be addressed. With a situation like this, the media and public will be addressed. After everyone of importance has been informed, it will be a matter of time to see if the organization will continue. If the organization is forgiven and they are able to start over, an evaluation will be held to see how the organization was able to overcome the mistake. With that, the first note that will be evaluated will be to not mishandle the money and make sure that the finance teams, as well as the executives, are aware of where money is coming from and where it is going.

4.    The objectives of the plan dealing with financial impropriety would be to assure accurate information is communicated and to increase a positive image. After information about money being handled improperly would bring about the need for the company to release information about who was over the situation? Why was it happening?  For how long has it been taking place? How much money was actually mishandled? With questions that will probably be from the press, it would be helpful for that to already be prepared. Additionally, with the information already being known about the company, it is important to be completely transparent and showing remorse for misusing money that is supposed to go to those in poverty. With information like this, they may need to add lawyers in assuring the public, media, and stakeholders of what actually transpired and what is being told is factual. To continue, to increase the positive image would be a challenge. After such an incident, the reputation as already decreased and the positive image of helping those in poverty will have dissolved. In order to bring that back, it is very important that the information that is communicated is truthful and an official apology is released. Whoever the spokesperson needs to be sincere in apologizing about the handlings of stakeholders and donors money. It is important to reassure the public that this crisis will never happen again in order to remain a thriving organization. Putting the blame elsewhere or making it seem as though what has happened is not a big deal will only decrease the image. After this crisis, the reputation will be on the line and some stakeholders and donors will not come back, but the objective is to prove that the organization will not go through another one of this crisis and they will be truthful from now on.

5.    For the PR statements, it will be important that the press releases and the public relations team is on board to use the platform to issue apologies to stakeholders and donors. There would need to be a press conference to allow the pr team to really get the information out about the handlings of the money. In addition to that, if there are people who are uninformed about what is happening with the organization, there needs to be a block on the donor page on the website or phone number that informs them of what is happening, an apology, followed with a “thank you for your support.” Concerning the media, since The Borgen Project does not run commercials, it would be the best to place on the website what has happened on the opening page. Dealing with social media, The Borgen Project uses Twitter and Facebook to release new blogs or new magazine articles informing the public of what is happening around the world dealing with poverty. Using those platforms, releasing information about what has happened as well as updates to what is being done would be the best step. With the information, it would be basic releases, but enough to allow the public and media to stay informed about the organization and make their own decision. The newspaper could also be an outlet to disperse information. The Borgen Project has two offices, an east coast and a west coast; it would be best to release the news articles in the cities of the offices while using the social media platforms to get the information out to others.

6.    For the method of communication, it would be best that the CEO speak on the crisis. Clint Borgen, the founder/president of The Borgen Project should speak on the situation being that it is his organization. Whether he was aware of the mishandlings of the money or not, he would be the best spokesperson. The organization has an effect on the different bills that are passed within the White House, and Clint Borgen attends those meetings to help fight to end the poverty around the world. Finding out that the money that is being donated is not going to those people in need would bring about the need for him to address the situation. Since it is not a minor situation, which is the first reason for selecting Clint Boren as the spokesperson.

The media will ask questions about if he was involved with the dealing of the money and that will be left p to him to answer if he was or not. At that point, it would be best for him to be truthful in case any leaked information gets released that he was involved and now he is seen as a liar. Furthermore, the media may ask how they plan to recover the money back to the stakeholders and donors. By this time, it would be best that the crisis communications team have an answer for such a question and they have created a plan to return the money back to the donors or stakeholders. By this time, they would have also have created a plan on how to recover when it is asked how will the organization recover from such a crisis. In response, it would be best that an apology would be issued and after the events that have taken place, there is no chance of a situation like this ever happening again.

7.    For the audience, while it is important to address the members of the organization, activists, competitors, and government, the general public and media need to be the target audience. The media needs to be addressed because they have the power to take what has happened and alter it to what they want it to be. Dealing with social media, which hold a lot of power and influence over people could ultimately end The Borgen Project. Twitter alone has the power to persuade millions into thinking something is bad by certain people’s tweets. Social media needs to be addressed and there needs to be someone available to respond to any questions that may be asked on the social media platforms. It would also be important for the spokesperson to have some time on TV and address what has happened to be able to inform the general public. The general public’s are those who send in random donations that help the organization. It is important that those people do not feel left out just because they may have only donated a dollar. It is important for them to feel included and not that their donation was worthless.

8.    Since the crisis concerns finance, the impact on the finance will already have taken place. With that, it would be important for all the facts, concerning all those who donated or played any role with the finances at The Borgen Project be recovered and have everything organized so it can be looked among and the discrepancies can be found immediately. This will aid when Clint Borgen addresses the public, the media, the stakeholders, and those working internally. Furthermore, it will impact the finance because there will be a lot of money no longer being brought in due to the crisis thus possibly bringing the organization down financially and if they are unable to make payments for anything, that could bring about another issue. In relation to the reputation, a non-profit organization having finance problems will very quickly bring forth a bad reputation. The organization thrives off of what donors give and for donors to find out their money is not being used for what they thought it would be, they will very quickly discredit the organization as well as not have the intent on donating again. If any of the donors have that same mindset and pass the word to one another or share on social media, the reputation is immediately tarnished.

9.    For the recovery plan, if the organization is able to make it through such a crisis, the recovery plan would call for a strict handling and managing of finances from the crisis on forward. It would be important that that is identified immediately. Also, making sure any donors that wanted their money back and do not plan on donating again are given their money back. Those would be the short-term plans. For the long-term plans, there should be put in place a document that released information every month of how much money is donated and showing exactly where it is going. With that, there would need to be a seal of approval showing that what information is being released is factual. Furthermore, there need to be quarterly messages from the president acknowledging the donors who are still helping the organization and showing gratitude towards them.