Google Anti-trust Crisis Plan:

(This is a pre-crisis plan. Due to what happened in European Union recently, Google wants to forebode the crisis may happen in the U.S anytime. Our goal is to develop a pre-crisis plan to ensure the crisis fade away smoothly and minimize the harm of Google’s brand image and reputation. This paper is a team work, it will split to three people. My parts include: Crisis communications team, Media spokesperson, List of key media and their contacts, and the Pre-gathered information.) 1. Crisis Communication Team: a) David Drummond, who is the Senor Vice President of corporate development and Chief Legal Officer. b) Corey duBrowa, VP Global Communications and Public Affair c) Sundar Pichai, CEO d) Senior Vice president of Ads & Commerce e) … Describe their job title and position in Google, what are their responsibility in the company, Why would they be the best people to team up. Some of the people may leave the company very soon and some of the them just joined in. But as long as they are in that position, they are the ones need to team up. Here is a link for the information: https://money.howstuffworks.com/business-communications/how-crisis-communication-plans-work1.htm 2. Media spokesperson(s) a. Corey duBrowa, VP Global Communications and Public Affair b. … Why would they be the proper Media spokesperson, why would the public trust them? 3. List of key media and their contacts a) National b) Local c) Tech d) Opinion Leader e) … What are the key media outlets for this? And influencers for some of these issues. What's in it for the media? Why should they be interested in this? If you are a journalist, you want to cover a huge company...its a big story. It has a huge impact sometimes beyond the business world. Why we want to include these media outlets, what’s the difference between them? For local news, we want to cover mainly Missouri state because anti-trust case in U,S has already happened something in there, and it’s a on-going case. You can do research on this but do not cover too much because we already wrote a paper about that earlier. Just analyze why we want their local news outlets covered in here. Under is what I find for those media outlets…   4. Pre-gathered information Here are some examples for what should cover in this section. You can chose couple of them to write. Like our response ready to hand out. Could be Q&A style external information or fact-sheet; fill in the blank memo/press release https://tompkinsspca.wordpress.com/pre-gathered-information/ Under, is some notes for the whole Crisis plan, which came up from up three. I just want to post it here I wonder if It’s going to help a little bit about the whole idea of this plan. And make sure the write is on the right track. Google Antitrust Issue Management • Create a plan for the next 6 months to address the issue • Brainstorm on the basics of the case • Discuss the unique issues and challenges, and constraints, as you address the crisis • Make sure to include one proactive strategy Crisis Communication Plan Components I. Purpose and objectives A. This document serves as a “pre-crisis” plan in anticipation of increased anti-trust issues. B. Will address how Google plans to respond to allegations of anti-trust by the US government entities. C. The plan will also address how Google will respond to investors, users and the media. II. List of key stakeholders . Investors A. Government Officials B. Users C. Media III. Notifying stakeholders . Formal crisis communications memos/statement to each of the above stakeholders as well as a social media strategy for A. Channel: Google Blog, Google twitter account, quarterly earnings call, press release IV. Crisis communications team, and directory *if you dont have names, put the positions and titles Rianna . David Drummond, Senior Vice President of corporate development and Chief Legal Officer A. Corey duBrowa, VP Global Communications and Public Affair B. Sundar Pichai, CEO C. Senior Vice President of Ads & Commerce V. Media spokesperson(s) Rianna . Corey duBrowa, VP Global Communications and Public Affair VI. List of key media and their contacts *what are the key media outlets for this? And influencers for some of these issues… Rianna . National A. Local B. Tech C. Opinion Leader VII. Pre-gathered information Rianna https://tompkinsspca.wordpress.com/pre-gathered-information/ . Our response ready to hand out. Could be Q&A style external information or fact-sheet; fill in the blank memo/press release VIII. Key messages . Anticompetition and manipulation of search results Priority is to deliver a seamless and efficient experience to users of Google’s search feature. Google clearly distinguishes paid ads from other search results. We are not aware of any actions to remove certain searches from being displayed, however, if the FTC or other government agency presents evidence of this, we are open to cooperating with them in an investigation. B. Google’s processing system We have appealed the EU fine and have not been served with a lawsuit in regards to these allegations in the US. We will comply with any investigation but reiterate that we have not engaged in anti-trust through our processing system, Android. C. Data collection and privacy We are currently investigating the allegation of data collection and privacy against Google. In addition, we are reviewing and revising our terms and conditions to ensure that our users are in full acknowledgment of what data and information are being collected by us and their choices to opt-out of data collection. III. Main tactic C. Reiterate that Google is open to comply with any and all investigations into alleged anti-trust behavior. IV. Evaluation Notes from meeting -what will this document help accomplish? -more specific objective -once we activate this plan, what’s the goal? Do you want the key stakeholders to come away thinking that Google’s practice is good for the customer or is that no longer viable? Through the 6 months, what do you want ppl to think/see in the company regarding this issue -an/or if there is a legal challenge brought against google in the uS, how will this plan help to put the company in the best possible situation to face the challenge. -in the objectives, explain that it is scenario-specific--in the fair scenario, our primary objective is ___. We want to underscore that our features are in the best interest of customers...we are reinforcing that. -They might say that they are not manipulating...they are the biggest search engine, so quantitatively, they have the most searches/data… *might not be required to discuss...-Yelp has a lot of users as well. Yelp believes they don’t have a fair chance. Should the government intervene? To maintain fair competition -scenario 2--processing system Need to communicate the messages of each scenario in the objective -what do you do with the current political climate? -trump has said that they manipulate results and they are politically biased. -what do they respond? Do they respond? Do you wait until legitimate actions are made? When do you ignore and when do you respond? President’s tweets… Main tactics--need to flush out The most important thing is communication--how the issues are being perceived by key stakeholders. After 6 months, what is the ideal stake/status we will be at? Those are the goals. How do we evaluate if we have accomplished these goals or not? Issue management plan--risk management Some of the issues are brought at the state level--look into the state level outreach… Look at the Missouri case..so we have the national and the local… If another state comes, its okay because we have a map of how to deal with local issues/tactic and can just replicate it Notes from the presentation: -If you are found guilty of anti-competitive behavior what consequences? Big time fines...Breaking up the company into different pieces...if you are an investor, you dont want to see it getting broken up...think about the investors..when you are fined its an expense so as an investor that is not good news either -for the users perspective, you don't care so much. You might care for some things but not others. As a user as long as the services are there, thats good. -ease of use messaging--if the company is broken up it can affect the ease of use, so that would matter to a user. Bring up the consequences, and why/what the key stakeholders would care about The government has another agenda--they want to maintain level playing field to protect consumers. They have very different motivations… What's in it for the media? Why should they be interested in this? If you are a journalist, you want to cover a huge company...its a big story. It has a huge impact sometimes beyond the business world. At the beginning for purposes and goals, add some more specifics about the goals for the key stakeholders...for investors, reassure them that from a business standpoint we are abiding by the rules and we will cooperate with the government. Our communication goal ultimately is to develop an understanding that Google is cooperating. Sequence--from the storytelling perspective, bring the stakeholder early and the messages out early. The messages are determining for the media outlets Order: Objectives Key stakeholders Messages Media outlets Think a bit more about the second message--not as clear--sharpen it because it makes sense... it's not determined yet, it's not final yet. Message 3--this is an industry-wide issue. We will work with industry partners to achieve solutions here...frame issue that we are all proactively engaged and working with civil society partners to tackle this main challenge. Local challenges in Missouri--about privacy--how does the local outreach/preparing at the local level different from nationally? Are there things we have to do differently? Maybe not..This is a local issue but it's very similar to a national issue so you dont have to deal with it locally. Starts local but makes its way up. You fight locally and if you win the case, it goes up and we have to have more regulations.. Its a national scope even though we start locally. Pre-crisis In the write-up, we go into more detail about the purpose of studying these cases..to prepare our strategy During crisis How do you pitch stories to the media? Is the CEO doing an interview? Open letter? Summit of the industry to tackle privacy and data collection? Are we writing opinion pieces? Town hall with users? Timeframe--map out how the plan will be carried out over timeframe (tactics) month 1, month 2, etc. For each key messages, clarify which stakeholder it is addressing to                                                                                                                                                                                                                                                                                                                                  

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