Sony Corporation of America- - Maryville University



SONY SECURITY BREACH CRISIS PLANBy: Niesha SheltonTable of ContentsPurpose/Introductionp. 3Objectivesp. 3Situation Assessmentp. 4Communication Teamp. 5Emergency Contactsp. 6Timeline and Checklistp. 7-8Key Publicsp. 9Key Messagesp. 9-10Sample Press Releasep. 11-12Post Crises Reviewp. 13IntroductionA crisis is an event that can occur at any time unbeknown to Sony. A crisis plan is the procedures that Sony takes that must be done in a timely fashion to ensure to their publics that they are on top of the situation. Since a crisis can occur unexpectedly, it is best to have a crisis management plan in place.PurposeThe purpose for this crisis management plan for Sony security is to ensure that if hacking were to occur, there would be specific guidelines in place for the Sony communication team to follow. The crisis plan will ensure that the situation is handled diligently and is in the best interest of the company and their key publics that may be affected.ObjectivesExecution of the crisis planNotify all personnel, media and other key publicsIssue out a news releaseUpdate media on new developmentsMaintain trust and respect of involved publics by being truthfulRegain good brand reputationEnsure the crisis will never occur againSituation AssessmentWhat is the situation?How much of a disturbance is the situation?What is known about the situation? Who is aware of it?Is the situation world news?What elements are required? How soon will it be published?What key publics will this situation affect?What is the impact on the key publics?What will occur as a result of the situation?What urgent moves need to be made?Should a proactive or reactive approach be taken into consideration for the situation?Who are the key staff members that need to be involved?What can be addressed about the situation? What subjects are off limits?Who is the key spokesperson to speak on the behalf of the company and the situation?What method will be used to communicate a response?What media reporters should be contacted?Communication TeamMichael LyntonCEO, Sony EntertainmentChairman and CEO, Sony Pictures EntertainmentNicole SeligmanPresident, Sony Corporation of America;President, Sony Entertainment, Inc.;Senior Legal Counsel, And In Charge of Information Security, Sony GroupSteven KoberEVP and Chief Financial Officer, Sony Corporation of AmericaMark KhalilEVP and General Counsel, Sony Corporation of AmericaEmergency ContactsSony Corporation of America- Mack ArakiVice President, Corporate munications@am.Sony Electronics- John DolakVice President, Corporate CommunicationsJohn.Dolak@am.Sony Mobile Communications- SilkeSchildSenior PR Managersilke.schild@Sony Music Entertainment- Liz YoungExecutive Vice President, Corporate Communicationsliz.young@Tom Di NomePublic Relations?Tom.DiNome@am.Maya WassermanPublic Relations maya.wasserman@am.Matt ParnellPublic Relations?Matthew.Parnell@am.Sony/ ATV Music Publishing- Paul WilliamsVice President, Communicationspaul.williams@Sony Computer Entertainment America and Sony Network Entertainment International- Jennifer ClarkSenior Director, Corporate and Product CommunicationsJennifer_clark@playstation.Sony DADC and Sony Cards/ Sony Rewards- Lisa GephardtSenior Director, Corporate Communications, SCALisa_Gephardt@Sony Biotechnology lnc., Micronics Inc.,Sony Wonder Technology Lab- Natalie NunezCommunications Coordinator, SCANatalie_nunez@Timeline/ChecklistSafety:Ensure all customer dataChange passwords to secure accountsNotification:Advise members of the crisis communication teamInform all board members of the crisisTo schedule an immediate meeting of the communication teamAt the Time of the Security Breach:Contact programming and security companiesSecure data and systemsEvaluate the damage of the security breach Identify what data has been compromisedDetermine the affected audience and range of the breachLimit access to whole systemsChange passcode's to databases immediately Contact information for all key personnelPrior to the implementation of the plan all communication and emergency contact personnel will have participated in a crisis communication media training program.Day 1CEO of Sony will contact Crisis Communication TeamEstablish key spokesperson to speak on the behalf of Sony and the crisis situationDetermine key messages in responseEstablish an action plan for all internal and external Sony communication employeesInform all Sony employees of steps to follow during the crisisIssue for a press release to be producedEstablish a media list of individuals to notify key publicsPost facts on Sony website and employ social media to present other informationDetermine how Sony will access contact to affected key publicsDetermine how Sony will regain key public trustDay 2Set up media briefingSelect someone from the communication to monitor social media and Sony websiteUpdate both social media and Sony websiteSet up a press conference for spokespersonRespond accordingly to any news updates?????Day 3 - Until Closure of CrisisContinue to update the Sony website and social media accountsMedia follow-upsInform Sony employees of updatesAddress any new issues that arrive during the crisisStay in contact with those affected by the security breachMonitor and respond to media coverage???The conclusion of the crisis will result in the evaluation of the crisis plan overall effectiveness?Key PublicsClientsEnablers- Media, Opinion LeadersProducers- Sony employees, or Investors, StakeholdersLimiters- Competitors Key MessagesCandor- We acknowledge that there was a breach in our cybersecurity. Unfortunately, hackers were able to access individuals private information, unreleased movies, erase data, and other important documents due to the breach in our security.Explanation-The breach was able to occur due to undetected viruses that allowed hackers to set the attack and the lack of a good cybersecurity system.Declaration-We are taking precautionary steps, first by implementing a crisis plan-in the event that, if something like this were to occur again, we would be prepared and we also are working on integrating in a cybersecurity detector. Account password protection for users will be implemented.Contrition- We at Sony take on full responsibility for the occurrence of the breach in our security that allowed the attacks to happen.Consultation- Due to the severity of this crisis, we have sought after third party representation- the FBI and Mandiant, the cybersecurity group to investigate further into the security mitment- We at Sony promise for the best of our ability that we are ensuring that a crisis, such as this security breach will not occur again. We will manage this by holding a crisis program in force, new security design with effective security hardware for employee computers, and a site-wide cybersecurity system to protect Sony valuable information and pictures.Restoration- We are aware of the strain and affliction this crisis has delivered not only on our customers, but employees, as well. We are willing to compensate those for the emotional distress that was caused by the security breach.Sample News ReleaseFOR IMMEDIATE RELEASEContact Name: Tom Di Nome, Sr. PR Manager at SonyCellphone No.: 201- 930-6357Email: Tom.DiNome@am.LinkedIn: pub/tom-di-nome/6/570/707Sony Security BreachUSA, April 1, 2015- Earlier today at 3 a.m. Sony experienced a site-wide hacking into all its systems. Sony is currently investigating further into the situation and will present new information as it becomes available.As everyone is aware hacking is not an uncommon occurrence and happen to the smallest and largest of corporations. We at Sony were unfortunate targets. The hacking occurred due to the lack of a proper cybersecurity and viruses on our system that went undetected.“We understand the severity of the situation.” Nicole Seligman stated, president of Sony Corporation of America, “We are following proper protocol to investigate the situation and mend tides the affected individuals.CEO of Sony Entertainment and Pictures, Michael Lynton replied, “ This is not an April Fool’s joke or a laughing matter and we at Sony are taking full responsibility for this crisis.”-MORE-p.2About Sony?At Sony, our mission is to be a company that inspires and fulfills your curiosity. Our unlimited passion for technology, content and services,?and relentless pursuit of innovation, drives us to deliver?ground-breaking new excitement and entertainment in ways that only Sony can. Creating unique new cultures and experiences.Everything we do, is to move you emotionally.###Post Crises ReviewOnce the crisis has concluded Sony will need to evaluate the overall effectiveness of the crisis plan. To measure the success of the plan Sony will need to look at:How quickly did Sony get the information out to the public?Was Sony the first to inform the public of the crisis?Was media coverage used effectively? Did it hurt or help the crisis?Were all the key personnel active in implementing the plan?Did Sony employees follow proper protocol? Was it an effective protocol?Was Tom Di Nome a great spokesperson for Sony?Did Sony retain their loyal clients and employees?Was the concept of compensating individuals for emotional distress a success or fail?How effective is the new cybersecurity system? Is it the best cybersecurity available?How can Sony ensure that this crisis was a one time occurance other than the crisis plan?What areas of the crisis plan can be improved?Are their early warning detectors?What is the legal and financial damage to Sony due to the crisis? ................
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