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<br />3 <br /> <br />o <br /> <br />I. Introduction <br /> <br />Crises can happen anywhere, at any time, and often occur when they are least <br />expected. When a crisis does occur, events usually unfold rapidly, leaving little <br />time for planning. That is why advance preparation is essential by the city of <br />Sunny Isles Beach and its administration. <br /> <br />Some crises can be predicted and prevented, and those that cannot be avoided <br />can be minimized if handled properly. Aside from tangible damage, a crisis can <br />also destroy a city's reputation. The longer a crisis goes on, the more damage it <br />can do to public support, employee morale, and tourism. Therefore, it is <br />necessary to handle crises in a swift and organized manner. <br /> <br />This plan deals specifically with crisis communication, and is designed as a draft <br />guide if a crisis were to occur. The input of Sunny Isles Beach is requested on <br />what changes need to be made to get this plan into action. <br /> <br />Howard R. Miller Communications and the City of Sunny Isles Beach will activate <br />this plan, if necessary, but all Sunny Isles Beach members and officials should <br />be aware of the plan and of the roles they play in executing it. If any member of <br />the Sunny Isles Beach believes a crisis is pending or is under way, he/she should <br />report it immediately to the crisis communication team. <br /> <br />" <br /> <br />This crisis communication plan will offer some possible crisis scenarios and <br />suggestions for handling those scenarios, but will also provide general guidelines <br />for reacting to a crisis, whether it is a natural disaster such as a hurricane or a <br />fatal accident that occurs. A good crisis communication plan outlines what must <br />be done in times of crisis, but must also be flexible enough t() adapt to specific <br />situations as they unfold. The plan must also be periodically tested, evaluated, <br />and updated to ensure its effectiveness. <br /> <br />Once this plan is approved, the city of Sunny Isles Beach and the Sunny Isles <br />Beach Resort Association will follow these guidelines to respond quickly to <br />handle any crisis or emergency, as well as to inform its publics about the crisis. <br /> <br />o <br /> <br />1175 NE 125lh STREET, SUITE 618. NORTH MIAMI. FL 33161' Tel. 305.573.0882' FAX. 3058952412 <br />howard(1i)oohrmc com' '.vww oohrmccom <br />