STEPONE

STEPTWO

STEPFOUR

STEPFIVE

SMR staff made aware of embargo break and notifi es SMR Dir.

SMR Dir notifi es Comm EVP & Sr. Comm Mgrs; Assembles PMR team and assesses situation within 30 minutes; Contacts media outlet and asks them to take down info.

Comm Dir/EVP notifi es CEO, CMO, CSO, Mtg Chair, Mtg Vice Chair, AHA Pres, OSO Sr. VP, Scientifi c Mtgs VP, Chief Legal Counsel and Journal Exec Editor as appropriate of situation & together develops recommendations.

If major embargo break (latebreaker), Comm Dir/EVP secures approval from Mgmt/volunteers or calls for meeting in News Media Staff Offi ce within 30 min.

If minor embargo break (non-latebreaker), alerts upper mgmt via text/email and secures approval on recom men dations.

If major embargo break, Comm EVP, CEO, CMO, CSO, AHA Pres, Mtg Chair & Vice Chair and PMR Dir meet in News Media Staff offi ce within 30 minutes.

SMR Dir together with group determine next steps, AHA spokesperson and media penalty (as appropriate).

SMR Dir notifi es staff of next steps and gives assignments. Alerts other dept staff who may be affected.

SMR staff alert media of embargo break & if embargo is/isn’t lifted. Also advise media if researcher/AHA spokesperson is available for interviews

or if impromptu media briefi ng will be held. Arrange media interviews/impromptu media briefi ng (as appropriate).

SMR staff send alert/release to local affi liate comm staff. Post release on website in online newsroom. Send out alert via PR Newswire to media list and US Wire 1. SMR Dir advises media outlet of penalty.

SMR staff conduct AAR at breakfast following morning. Conduct AAR with AHA mgmt/volunteers within a month.

STEPTHREE

STEPSIX

STEPSEVEN

STEPEIGHT

Scientifi c Risk/Issue—Embargo Breaks

STEPONE

STEPTWO

STEPTHREE

STEPFOUR

STEPFIVE

STEPSIX

STEPSEVEN

STEPEIGHT

PMR staff made aware of situation and notify GA Dir/NSC Dir/SMR Dir.

GA Dir/NSC Dir/SMR Dir notifi es Comm EVP. Assembles PMR team and develops initial recommendations.

Comm EVP/NSC Dir sends recommendations to CEO, CMO, CSO, AHA Pres, Mtg Chair, Mtg Vice Chair, OSO Sr. VP and Scientifi c Mtgs VP and Natl. Board Chair (as appropriate)

Comm EVP/NSC Dir secures approval/input within 1 hour from CEO, CMO, CSO, AHA Pres, Mtg Chair, Mtgs Vice Chair and VP of Scientifi c Meetings to determine next steps, materials needed & identify spokesperson.

GA Dir/NSC Dir/SMR Dir updates PMR staff who determine distribution/timing process and makes assignments.

PMR staff: notify appropriate spokes person. Prepare talking points/statement, etc.

GA Dir/NSC Dir/SMR Dir sends materials to Comm EVP, CEO, CMO, CSO, AHA Pres, Mtg Chair, Mtg Vice Chair, OSO Sr. VP, and Scientifi c Mtgs VP to review & approve within 1 hour.

Upon approval, PMR staff distribute media materials on proactive/reactive basis (if proactive, send out via PR Newswire to media list/US Wire 1.

Conduct media interviews. Send materials to local AHA comm staff and

staff in other departments who may be affected by the situation.

Conduct AAR at breakfast following morning Conduct AAR with AHA mgmt/volunteers within 1 month.

©2013, American Heart Association 10/13DS7336

Scientifi c MeetingsNews Media Crisis(i.e., death of participant, strike, etc.)

NSC Dir reviews comment & sends to Comm EVP, who immedi ately reviews/approves.

NSC Dir/EVP sends comment to CEO, CMO, CSO, AHA Pres, OSO SR VP and other appropriate medical offi cers for input/approval within a goal of 2 hours. If RMR not available, sends to Gayle/Judy/Javed.

NSC Dir sends fi nal media materials with instructions to use proactively/reactively to Comm EVP, CEO, CMO, CSO, AHA Pres, SR SMA, OSO SR VP, AHA expert, staff in other depts. as appropriate, local comm. staff, Contact Center and other partners/organizations.

Upon approval, PMR staff fi nalize media materials. Add disclaimer. Produce spokes person video comment via web cam (as appropriate). Notify SR SMA if video is done.

PMR staff post on AHA homepage/ online newsroom. Send to media via PR Newswire, US Wire 1 & Media Dist. List. GA Dir/NSC Dir conducts AAR with PMR staff following day. Conducts AAR with AHA mgmt/volunteers within one month.

PMR staff receive media query/info or identify upcoming news that AHA may need to respond to. Notify GA Dir/NSC Dir.

STEPONE

GA Dir/NSC Dir notifi es Comm EVP & determines type of comment (proactive/reactive). STEPTWO

NSC Dir/EVP notifi es CEO, CMO, CSO, AHA Pres, OSO SR VP and other orgs/partners as appropriate. Gets input on target audience

(patient/profes sional/other),

Materials needed (ie., Q&A, fact sheets, etc.), AHA Spokes person, and Who needs to provide input on the comment.

STEPTHREE

NSC Dir fi nalizes list of materials needed and assigns to PMR staff person(s).STEPFOUR

PMR staff work with SMA to draft comment within 1 hour & send to NSC Dir/EVP. STEPFIVE

STEPSIX

STEPSEVEN

STEPEIGHT

STEPNINE

STEPTEN

AHA Media Comments/Advisories, Public Scandal, Social Media• Considered Top Priority #1• Includes clear direction that audience should take• Must be issued within 3 hours of initial notifi cation or prior to 2 pm on same day