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, MOUNTAINEER E-News, student email, students.wvu.edu, safety.wvu.edu and emergency.wvu.edu.
• To provide timely and accurate information to the general public through external news media outlets via WVUToday, traditional and social media.
• To provide this information internally and externally without complicating the situation or compromising any resulting investigation or any confidentiality issues.
Levels of Crisis
PHASE I — A limited response that can be managed by on-duty personnel.
PHASE II — Situations (such as fire, shooting, protest, etc.) in which additional staff and resources are required.
PHASE III — Situations (such as a terrorist attack, mass casualty situation) warranting a total mobilization of all Strategic Communications and Marketing, Office of Communications personnel and other logistical support.
WVU Staff Notification Procedure
During regular working hours (Monday-Friday, 8:15 a.m. to 4:45 p.m.), the director of news communications or their designee will be the primary contact for emergency communications.
Outside of regular operating hours, the director of news communications or their designee will continue to serve as the primary contact.
In the case of a Phase II or Phase III crisis, phone calls or texts will be used to notify Strategic Communications and Marketing, Office of Communications staff and selected others to assist with the crisis. At that time, assistance will be needed in areas such as information gathering, clerical, media relations, internet, social media, email, WVU Alert and other communication tasks as assigned.
Strategic Communications and Marketing, Office of 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 Communications.
WVU ALERT SYSTEM
WVU 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 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.
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 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 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 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 and WVU Safety and Wellness Facebook page, 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.
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 are 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 and the WVU Safety and Wellness Facebook page, 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 and WVU Safety and Wellness Facebook page will be utilized to communicate these incidents to the community, as well as other channels of communication when necessary.
RESPONSIBILITIES FOR PHASE II AND PHASE III LEVELS OF CRISIS
DIRECTOR OF NEWS COMMUNICATIONS OR DESIGNEE
The director of news 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 director of news communications or their designee will bring in additional communicators to support messaging efforts — including, but not limited to, the executive director of communications, the executive director of marketing, the social media director, the director of digital, the assistant director of digital, and/or the professional technologists with the Strategic Communications and Marketing, Office Communications and Infostations.
EXECUTIVE DIRECTOR OF COMMUNICATIONS OR DESIGNEE
It is the responsibility of the executive director of communications or their designee to issue notifications and updates for University senior leaders in coordination with the interim vice president for Strategic Communications and Marketing.
Additional responsibilities for the director of news communications or their designee, determined in coordination with the executive director of communications, 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 Communications staff using group text or phone calls so they can begin reporting to various posts/responsibilities.
• Supervising incoming and outgoing communication with news media via office 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 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 director of news communications, in coordination with the executive director of communications and the interim vice president for Strategic Communications and Marketing — when warranted — and in cooperation with local public information officers will have final approval on information to be released.
The director of news communications and, when warranted, the executive director of communications will stay in constant contact with Strategic Communications and Marketing, Office of Communications staff, key WVU administrators and other local officials, remain available by cell phone, and work with representatives onsite.
MEDIA BRIEFING SITES
The executive director of 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
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