HomeMy WebLinkAboutItem D02 D2
BOARD OF COUNTY COMMISSIONERS
COUNTY of MONROE Mayor James K.Scholl,District 3
The Florida Keys Mayor Pro Tern Michelle Lincoln,District 2
Craig Cates,District 1
David Rice,District 4
Holly Merrill Raschein,District 5
Board of County Commissioners Meeting
August 20, 2025
Agenda Item Number: D2
2023-4365
BULK ITEM: Yes DEPARTMENT: Tourist Development Council
TIME APPROXIMATE: STAFF CONTACT: Kara Franker
N/A
AGENDA ITEM WORDING: Approval of TDC FY 2026 Marketing Plan. TIME
APPROXIMATE 3:00 P.M.
ITEM BACKGROUND:
TDC approved at their meeting of July 29, 2025
PREVIOUS RELEVANT BOCC ACTION:
INSURANCE REQUIRED:
No
CONTRACT/AGREEMENT CHANGES:
STAFF RECOMMENDATION: Approval
DOCUMENTATION:
FY 2026 Marketing Plan.pdf
FINANCIAL IMPACT:
1999
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2067
INTRODUCT'ION : TABLE OF CONTENTS
��� � U � ��� ���hJ��� hJ���
nrxu��"- ��n CONTENTS
"-/n n .,
UINTRK3DWCTK3IN SECTK3IN, IPages3-12
Why Have o Communications Plan? ------________________________________ 3
Key Objectives When Managing o Chsiisond Ensuring Crisis Communications Preparedness ------ 4
Determining Levels of Response: Issue, Emergency o, Crisis -----------------------. 5
Crisis Alert Levels l-4 ---------------------------------------------. b
Key Audiences -------------------------------------------------. 7
Key Contacts - TOC,Agency Partners, Emergency Management,Municipalities ..................................... 8-9
Role of Monroe County Emergency Management, Tourist Development Council,Agency Po,tva, ........ 10-12
SAIMPLE CRISIS AIWD EIMEIRGEINCYSCEINAIRUK3SECTUK3IN, IPages13-41
Sample Emergency or Crisis Scenarios ------------------------------------. l3
Natural Disaster, Hurricane - Crisis,Alert Level 4 ---------------------------- l4-27
Infrastructure Failure, Road Closure - Emergency,Alert Level 3 --------------------. 28-33
Environmental Threat,So,gossom - Emergency,Alert Level 2 ---------------------. 34-4l
MON0[ORUINGAIND DEBIRUU:UING
Monitoring & Reporting During oCrisis ----------------------------------. 42
Post-Crisis Evaluation Form -----------------------------------------. 43
INTRODUCTION :
WHY HAVE A CRISIS COMMUNICATIONS
PLAN ?
Tourism is the economic lifeblood of the Florida Keys—fueling our economy,supporting jobs,and shaping our vibrant island
communities.To ensure long-term stability,the Monroe County Tourist Development Council (TDC)is committed to strengthening
and safeguarding the tourism sector,especially in the face of natural disasters and other unforeseen events
Experience has shown that without effective preparation, response,and recovery strategies,crises can severely disrupt local
businesses and communities A coordinated communications effort is essential to rebuilding traveler confidence, restoring
economic activity,and accelerating recovery.
With a significant number of TDC stakeholders across the Florida Keys&Key West—and the growing frequency of natural
disasters the region's tourism industry remains highly vulnerable. Proactive planning is critical to ensure we can respond swifty
and appropriately when a crisis occurs
Monroe County Emergency Management(MCEM) and its Public Information Office(PIO) takes the lead in communicating with
affected residents and visitors during a crisis.The TDC provides vital support,sharing accurate and timely messaging with
tourism-related stakeholders,including lodging partners,attractions,restaurants,other visitor-facing businesses,as well as with
tourism-focused media. The TDC also plays an important role in post-crisis recovery by helping to reestablish the destination's
tourism brand and inviting visitors back responsibly.
This TDC Crisis Communications Plan provides a framework for managing internal,stakeholder and public-facing messaging
during sensitive situations.It is not a safety or emergency operations manual,but rather a strategic communications resource for:
• Understanding objectives and preparedness priorities;
• Distinguishing between issues,emergencies and crises with varying alert levels;
• Defining the communications chain of command with emergency response teams and TDC roles;
• Determining if,when,and how to communicate with key audiences;
• Reviewing sample scenarios for a natural disaster,an infrastructure failure and an environmental threat;
• Ensuring swift and accurate messaging across all teams,channels,and platforms;
• Activating recovery phase action plans across marketing platforms
By following this guide,the TDC and its partners can ensure clear,timely communication that protects the Florida Keys' tourism
economy and supports long-term community resilience.
2069
3
• OBJECTIVES &
•
PREPAREDNESS
KEY OBJECTIVES WHEN MANAGING A CRISIS
• Protect life,the environment, property and reputation;
• Ensure accurate,timely,and consistent communication to all TDC audiences;
• Support MCEM with supplemental messaging for tourism stakeholders and visitors;
• Coordinate with tourism stakeholders to prepare for, respond to,and recover from the crisis;
• Minimize misinformation;
• Support recovery,preserve long-term tourism economic stability and visitor confidence.
ENSURING CRISIS COMMUNICATIONS PREPAREDNESS
The TDC is committed to crisis communications preparedness:
• Crisis communications protocol review and training annually (and integrate communications protocols into onboarding for
key staff)
• Update the TDC's crisis communications plan biannually
• Execute a Hurricane Preparedness Workshop for TDC stakeholders annually(in May)
• Meet with the Emergency Management PIO team regularly to align
• Best practice of meeting/tour the Emergency Operations Center(EOC)annually
• Attend the county PIO Symposium annually
• Continue encouraging stakeholders to sign up for Tourism Advisory alerts
• TDC Spokesperson media training,including mock interviews and Q&A
• Update all necessary phone and email lists,and distribute lists to key parties
• Encourage tourism stakeholders and the community overall to sign up for county alerts via AlertlMonroe and the Monroe
County Sheriff's Office mobile app
• Consider adding a generator/back-up battery to two TDC offices to support power during a storm
• Explore switching to a satellite-based internet service provider in two TDC offices to increase the likelihood of reliable
internet during/after storms so TDC can communicate with stakeholders
• Consider adding NOAA Radio to ensure TDC receives rapid storm shifts in real time(encourage stakeholders to do the
same)
• Post-crisis debriefs to document learnings and update actions as needed
2070
4
SCENARIO PLANNING .-
I
DETERMINING LEVELS OF RESPONSE :
ISSUE, EMERGENCY OR CRISIS
To guide the effective allocation of resources and communication efforts,it is essential to distinguish between an issue,an emergency,
and a crisis.Understanding the nature and scale of each allows for appropriate response strategies.There are different Alert Levels
per issue,emergency and crisis,as outlined on the next slide.
Category Definition Examples/Triggers/Indicators Response Escalation Potential
Approach
A disagreement, concern, - Public concern over proposed policy May escalate if ignored or
or emerging topic with
changes or political views impacting Monitor,manage poorly handled. Issues can
potential to affect proactively,
tourism be active(currently in the
reputation,perception, communicate
Issue - Dissatisfaction that may affect public public or organizational
stakeholder or visitor perception or stakeholder trust carefully spotlight)or dormant
confidence.
Rumors or misinformation spreading on (lingering concerns that may
social media resurface)
A sudden,time-sensitive - Major accidents Activate
incident requiring - Severe weather, fires emergency Can escalate into a crisis
Emergency immediate operational - Utility failure response plan, based on scope, harm,or
- Localized public safety threats inform key media interest
response.
- Medical emergencies at events stakeholders
A major event causing
widespread disruption, a
threat to life,property
-Mass casualty event.
and the environment, Full crisis
- Natural disaster
Crises attract intense management team
-Major environmental hazard Highest level -full
Crisis public,media,and activation,central
- Large-scale cybersecurity breach 'mobilization required
stakeholder attention and coordination,
- National media coverage
may lead to operational continuous updates
disruption,;reputation - Pandemic w/o vaccine
damage,or long-term
consequences.
2071
5
SCENARIO PLANNING .- ALERT LEVELS
Whether dealing with an issue,an emeraencX,or a perceived or verified crisis,each situation may dissipate or escalate as it unfolds.
Communication will vary based on the unique or unexpected circumstances.
ALERT LEVEL 1 - LOW
NO INTEREST TO PUBLIC, LITTLE THREATTO TOURISM BRAND
• Infrastructure remediation or maintenance Social complaints and poor reviews
• Short-term closure(road or attraction) Minor lodging housekeeping/room complaints
• Short-staffed Employee/group misconduct
Likely, no additional comms support needed,yet monitor for progression.
ALERT LEVEL 2 - MEDIUM
POSSIBLE PUBLIC INTEREST, POSSIBLE THREAT TO TOURISM BRAND
• Environmental impact i.e. Sargassum (alert level depends Legal investigation
on volume,term)
• Data breach
• Legal issues directed toward tourism industry
Some minor comms and social support may be needed at this level.
ALERT LEVEL 3 - HIGH
PUBLIC INTEREST, INVOLVES DESTINATION, POTENTIAL FOR LASTING IMPACTTO TOURISM
BRAND
• Infrastructure failure i.e. extended road closure Environmental impact i.e. Sargassum or red tide (alert
• Shark attack,serious injury,death level depends on volume,term)
• Tropical Storm that dissipates or fire contained Political views or policies shaping tourist visits
• Data breach
Reactive and some proactive comms and social support will be needed at this level.
ALERT LEVEL 4 - VERY HIGH
NATIONAL AWARENESS ISSUE, IMPACT TO TOURISM BRAND
• Natural disasters,category 1-5 hurricanes,fire that • Hazardous waste spill,environmental accident
spreads,evacuations • NPS-wide issue/conflict
• Public health crisis causing shutdowns . CEO/exeaafive scandal
• Active assailant/mass shooting, bombing
Proactive comms and social support will be needed at this level.
2072
6
AUDIENCE'SSCENARIO PLANNING .- KEY
INTERNAL + EXTERNAL AUDIENCES
While each issue,emergency and crisis will require different communication per audience,it's important to have key audiences
defined and detailed distribution lists ready.Al will gain reassurance and confidence from a well-planned and authoritative
response.
INTERNAL
• TDC Staff+ Contractors
• TDC Stakeholders i.e.,lodging,restaurants, bars,attractions,tours,attractions,campgrounds& RV parks
• Emergency Management,Emergency Operations Center(EOC),County Public Information Offices(PIO)
• Emergency services,i.e.National Weather Service(NWS),law enforcement,fire department.
• Transportation partners
EXTERNAL
• Current visitors in county staying at lodges, rentals,campgrounds or dining at restaurants,visiting attractions or on a tour
• Future visitors if destination is impacted for future stays
• Select media outlets - local,regional,national,trade
• Domestic and international travel agents,tour operators
• Domestic and international event,meeting and incentive planners
• Government agencies i.e.,FEMA,CDC
• Select social media users(owned channels);broader in the recovery phase
Primary Contact List for Comms Listed on Next Page. Links to Complete Contact Lists Below.
To TDC Staff Contact List
Link to Emergency Management Joint Informati Center
2073
7
SCENARIO PLANNING .- KEY CONTACTS
/001
// / ///f/1!/ / /0 / % /// it /i
RESPONSIBILITIES LISTED BELOW ONLY RELATED TO CRISIS COMMS
-TDC lead and primary decision-maker
-Coordinates directly with EM director
Kara Franker,President& CEO -Final comms approval
-May serve as a spokesperson
-Lead for all HR or legal needs
-Oversees marketing, PR comms and agency partners
Heidi Barfels,Sr.Vice President of Marketing& -Gives comms approval
Communications -Leads internal TDC team crisis efforts for website,advisory and social media updates
-Attends all county crisis comms update meetings
Jeanne Quinn, Sr.Vice President, Partnerships& -Ensure website comms activated for interim website and new website(internal team able to
Technology add alerts and hurricane page+ link to JIC page);. Build TDC version of JIC pg for future site.
-Leads internal TDC crisis communications
JoNell Modys,Sr.Director Community Engagement& -Drafts tourism advisories for natural disasters and other emergencies; drafts releases,other
Communications comms as needed
-Attends all county crisis comms update meetings
-Ensures messaging aligns with MCEM
Sherene Irani,Sr.Director of Marketing
Leads advertising efforts and directs marketing agency partners
-Ensures paid media is turned off once decision is made by leadership
Mary Haban,Director of Public Relations Serves as internal TDC back-up to JoNell for drafting tourism advisories or other comms
during a crisis
Allison Morgan,Director of Communications Leads and/or supports media relations needs during a crisis or recovery phase(as approved
by MCEM) with agency partner TURNER.
Chad Newman,Dir.of Florida Keys News Bureau -In-destination media support as needed
-Real time content support to show open,recovery
Jules Powers,Content Coordinator -Social channel support with Heidi and OMG.
-Real time content support.
Egli,
Christine Turner, President,TURNER PR -Leads crisis communications strategy for key situations
Naureen Kazi,Sr.Vice President,TURNER PR -Leads crisis communications for key situations
-Supports media relations needs
Malcolm Griffiths,Sr.Vice President,TURNER PR -Leads crisis communications for key situations
-Leads media relations needs for crisis situations
Stephanie Salama,Sr.Director,TURNER Leads crisis communications for key situations
-Supports media relations and monitoring/reporting
Emma Abbott,VP Digital& Social Media,TURNER -Leads digital monitoring; will lead if social media messaging support is needed
Jacqui Hartnett,President,Starmark -Works with Heidi and Sherene to turn on/off ad campaigns; strategic campaign shifts as
needed
Aimee Arnoldi,Account Director,MMGY Working with Jeanne on new website development and Klaviyo platform
-May need to support posting content to current site
Jenny Lorenz,CEO,Overseas Media Group -Manages webcams,resource for TDC,media
Works with Heidi/Jules on approved social messaging
2074
s
b me......engy ergtl0ns SCENARIO PLANNING .- KEY CONTACTS
g ...C.ente..r, (EOC),county contacts below:
Important Conroe County Emer envy Management, r n
1 4 1 g Im Rom
10/ 0 Igo on
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21 1/51/1 MR,
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10
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Cory Schwisow,Director,Monroe County Emergency Management
Kristen Livengood, PIO,Monroe County
Chip Kasper,Meteorologist in Charge,National Weather Service
Jon Rizzo,Warning Coordination Meteorologist,National Weather Service
ational Weather Service Key West,link to staff
Michael Brennan,Director,National Hurricane Center, Miami
Public Affairs,National Hurricane Center
Rene Luis `RL" Colina,Fire Rescue Deputy Chief,(,interview link,Keys Talk)
Rick Ramsay,Sheriff (Chief law enforcement officer,elected)
Adam Linhardt,PIO Sheriff's Office
Sean T. Brandenburg,Police Chief,Key West Police Department
Alyson Crean, PIO Key West Police Department&City of Key West
Joshua Empen,Captain,Coast Guard Sector Key West
Jodi Weinhofer, President and CEO, Lodging Assoc.of FL Keys& Key West
Lynne Hernandez,Monroe Chapter FL Restaurant&Lodging Association
Liam Rodriguez, PIO,Florida Fish and Wildlife Conservation
MUNICIPALITIES-.0 I _ __ _wY________ws__.,.0 N _ _ w _ _ _ __ _ww _ Y_ .,. N _ __ .,.I _ DA
Jim Scholl,Mayor,Board of County Commissioners
Danise DeeDee Henriquez,Mayor of Key West
Brian Barroso,Key West City Manager
Lynn Landry,Mayor,City of Marathon
Carlos Garcia,PIO,City of Marathon
George Garrett,City Manager,City of Marathon
Freddie Foster,Mayor,Key Colony Beach
John Bartus,City Administrator,Key Colony Beach
Mimi Young,City Clerk,City of Layton
Bruce Halle,Mayor,City of Layton
Ron Saunders,Village Manager,Islamorada
Stefanie Peel,Assistant to Village Manager,Islamorada
Sharon Mahoney,Mayor,Islamorada
DEPARTMENT OF HEALTHCONTACTS
Dr. Taweb Beysolow,Medical Director,Health Department
Jennifer Leflar,PIO,Health Department
2075
9
RESPONSIBILITIES
ROLE OF MONROE COUNTY EMERGENCY MANAGEMENT IF
SITUATION THREATENS RESIDENT / VISITOR SAFETY
While Monroe County Emergency Management and the TDC have the same goals when dealing with crises,it's important to distinguish
the roles&responsibilities of each:
Monroe County Emergency Management is responsible for Emergency Operations Center(EOC)
preparing the Florida Keys to handle any event that may The EOC serves as a central command and control facility for
threaten the safety of residents and visitors or impact property managing emergency response and recovery operations
and infrastructure.As the lead agency during emergencies, (directing resources,coordinating agencies,and overseeing
Monroe County Emergency Management coordinates efforts critical operations across the county). Located at 7280 Overseas
among all municipalities,private sector partners,and state and Highway,Marathon, FL 33050(shelter safe room,can protect
federal agencies.The department develops and implements up to 150 people for 96 hours,withstand 220 mph winds).
comprehensive emergency plans that strengthen the county's
ability to mitigate,prepare for,respond to,and recover from Operates under the National Incident Management System
disasters. (NIMS)to ensure consistency and coordination among
responding agencies.
Emergency Operations and Communication Functions Collaborates closely with the National Weather Service
Oversees strategic emergency coordination through
(NWS)Key West,National Hurricane Center(NHC)
the Emergency Operations Center(EOC) and communication Miami,Sheriff's 911 Call Center,Fire Rescue Administration,
efforts via the Public Information Office (PIO)and Joint local municipalities, private partners,and state and federal
Information Center(JIC).
agencies to ensure streamlined and effective responses
Public Information Office(PIO) Joint Information Center (JIC)
The PIO is responsible for providing accurate and timely The JIC is the public communications hub of the EOC,responsible
information to the public and media about Monroe County for delivering timely,accurate,and coordinated information to
actions,policies,and public meetings of the Monroe County the public and media during emergency events.
Board of County Commissioners(BOCC)and the County's 25
departments.The PIO provides the primary information Gathers and disseminates information from multiple sources,
for MgnrQ!a Cgunty EmergencyMqnq.wment and Monroe,
including county departments,municipalities,and community
gunty..Fim Rescue. partners.
Public Information Officers(PIOs)from involved agencies staff
the JIC to ensure multi-agency and multi-jurisdiction coordination
of public messaging.
Resources
About Emergency Management Department Ensures the public receives reliable updates on safety measures,
National Weather Service Key West
evacuation notices,emergency orders,and recovery efforts.
Natianal Hurricane Center
Evacuatian Information and Shelter List
Emergency Orders &Declarations
Hurricane History& Info
Alamlb acme
Monroe County Sheriff's Office app
2076
10
RESPONSIBILITIES
ROLE OF THE TDC DURING AN EMERGENCY
While Monroe County Emergency Management is responsible for emergency response and communication before,during,and
after issues,emergencies and crises,such as hurricanes,wildfires, pandemics,and other significant events,the TDC plays a vital
supporting role in emergency and crises by supplementing the communications efforts of Emergency Management and the Public
Information Office(PIO) with targeted tourism stakeholder communications, particularly focused on visitor safety.
TDC's Role During Emergencies:
• Supplemental Communication Support:The TDC enhances the proactive communication efforts of Monroe County Emergency
Management by sharing timely and accurate information with tourism-related businesses(lodging, restaurants,attractions)and
selected media outlets.This ensures tourism employees and visitors stay informed with official safety updates.
• Visitorand Travel Guidance:During threats such as hurricanes,the TDC provides updates regarding travel conditions and alerts
potential visitors when it is unsafe to travel to the Florida Keys.The TDC also supports evacuation efforts by helping communicate
necessary information to stakeholders and visitors, promoting safe departures from the area when required.
How the TDC Supports Emergency Communication:
• Dedicated Communications Program:The TDC maintains a specialized program focused on delivering emergency-related
information to front line hospitality teams to relay directly to visitors in-destination and those calling for information ahead of a
planned visit.
• Website Updates:The TDC website includes vital emergency preparedness resources for visitors,such as evacuation guidelines
and links to services like the Red Cross"Safe and Well" program.
• Social Media: The TDC posts regular updates sharing information from official sources.
• Emergency Management Hotline:Visitors will be directed to adedicated hotline (1-800-955-5504) operated by Monroe
County that can provide up-to-date emergency information to visitors during times of crisis Phone lines will be transferred to this
hotline in the event of office closure.
• Coordination with Emergency Officials:Al TDC communications are developed in coordination with Monroe County Emergency
Management to ensure consistency and accuracy.
• Consumer and Travel Media Outreach The TDC team issues destination status or emergency messaging when appropriate to
out-of-market consumer and travel media as well as trade (travel advisor,tour operator)contacts
While Monroe County Emergency Management leads all emergency response and public communication efforts,the TDC plays
a critical support role by focusing on the communication needs of visitors and the tourism sector,helping to ensure the safety and well-
being of everyone in the Florida Keys during emergencies.
Resources
Emergency (nfarmation for�/isitors to Florida Kev—s
Current Travel Safety Information—TDC website
2077
11
VISUAL OF ALIGNED COMMUNICATIONS ROLES
011 �'J11
0 AN
r IIII
• If situation threatens resident/visitor safety,MCEM evaluates severity and risk level of the situation with NWS,emergency
services,other.
• Coordinates emergency response as well as coordinated communication with all EOC representatives
• Leads daily briefings,ensuringtimely and accurate information shared with all parties- emergency services,municipality
leaders and PIOs,TDC,etc Outlined further on page 1 A.
• Leads external communication and media briefing4 outlined further on page 15.
0 i
i i
T
• TDC execs/comms team receive regular briefings from Emergency Management; aligns with County PIO on implications and
supplemental messaging needed for tourism staff,stakeholders and visitors.
• Alerts agency partners for communications support and drafts messaging as frequently as necessary with all tourism staff,
stakeholders,and select media (all messaging approved in advance of distribution by emergency management and NWS Key
West and/or other agencies depending on nature of emergency.
• TDC uses a variety of communications tools including Tourism Advisories emailed and posted for stakeholders,website,social
media,monitoring,webcams,media. Outlined on slide 15.
TURNER PR STARMARK MMGY OVERSEAS MEDIA GROUP
• Monitors media activity and • Advises on owned channel Developing TDC's new website — • Manages county webcams,
online sentiment. messaging,brand alignment go-live Oct 2025. Will include resource for media,recovery
• Tracks coverage,shares real- across platforms. Visitor Safety Information page; comms,TDC internal comms.
time updates and • Works with Heidi Barfels and internal TDC team will have ability . Handles TDC social channel
recommendations on media Sherene Irani to start/stop ad to add website alert banners and strategy,monitoring and
response. campaigns,partnerships, emergency updates in real time. messaging.
• Supports internal TDC crisis promotions,based on crisis Current site can have real-time
• Works with Heidi Barfels and
comms with stakeholder& impact;advises on strategic updates to Current Travel Safety
Jules Powers on approved crisis
media strategy,statements, campaign shifts and targeting in Information page pointed to by comms messaging,sharing NWS
Q&As,etc. recovery phase i.e.thanking first red/yellow/green alert home trusted source info.
• Leads proactive media responders,rebuilding or open page banners as needed.
outreach,supports inbound messaging. Managing TDC email software for
inquiries.Advises on advisory email sends, with copy
coordinated messaging. written by JoNell Modys.
2078
12
SAMPLE SCENARIOS
Every issue, emergency and crisis is vastly different and the response and
communication will vary based on the unique or unexpected circumstances
that often require deviations from even the most exhaustively detailed crisis
management plan.
For this communications guide, we have selected three sample
crises/emergencies/issues outlining the chain of communication, key
audiences, sample questions, messaging and recovery steps.
Natural Disaster: HURRICANE - Crisis, Alert Level 4
Infrastructure Failure: ROAD CLOSURE - Emergency, Alert Level 2-4
Environmental Threat: SARGASSUM - Emergency, Alert Level 2
2079
13
LEVEL FOUR
CRISIS: NATURAL DISASTER, HURRICANE
SITUATION : THERE IS A HURRICANE APPROACHING
HOW DOES MONROE COUNTY AND THE TDC LEARN ABOUT A PENDING STORM?
• Typically,the National Weather Service (NWS) in Key West,along with its National Hurricane Center (NHC)
division,notifies Monroe County Emergency Management Director,Cory Schwisow,and PIO,Kristen
Livengood, liven good-kristenamonroecount -fL ov.
• Emergency Management/county PIO sends an email to the EOC distribution list,which includes the TDC,
emergency services, primary agency and municipality contacts including the county PIOs and schedules
`County Coordinating Calls.'
• Emergency Management Director,Cory Schwisow,contacts TDC President &CEO, Kara Franker.
HOW DOES EMERGENCY MANAGEMENT CONTINUE TO SHARE INFORMATION WITH COUNTY
OFFICIALS?
Emergency Management follows all emergency response protocols for resident and visitor safety through
the progression from storm to hurricane to recovery;they also ensure county officials have frequent
updates:
• Daily calls. 1 Oam and 3 pm (dependent upon progression of storm)
• NWS gives an update
• EM Director makes brief statement and calls on each public agency for updates(also includes
schools,utilities,coast guard,etc.)
• Open for questions
• Announce the next meeting time
• Email:County PIO,Kristen Livengood,continues to share info via email to the EOC list.
• WhatsApp PIO group:County PIO,Kristen Livengood,creates the group and shares info.
2080
14
LEVEL FOUR
CRISIS: NATURAL DISASTER, HURRICANE
HOW DOES EMERGENCY MANAGEMENT SHARE INFORMATION WITH THE PUBLIC DURING AN
EMERGENCY OR CRISIS?
Emergency Management leads all external communication with residents,the public and the media for situations that threaten
resident or visitor safety. Updates and emergency alerts are shared in many ways:
Emergency Updates posted on the Joint Information Center website page.
Emergency Alerts:Monroe County Emergency Management updates news and.media sources with the latest information,as well as
their website (www.monroecountyem com/turkeypoint)and social media accounts(Facebook:www.facebook.com/monroecountyem
and X:httr)s://x.com/monroecounty.
Other Information Channels:
• Monroe County BOCC updates on the Nextdoorapplication,and people can sign up for emergency text/email/call alerts at
www.m r����anty�m,��m/�I�rtmpnrp�.
• FM Radio:Primary emergency alert system stations include WFKZ 103.1,WEOW 927 and WWUS 104.1.
Responsibilities of the Public Information Office(as noted on website)
• Writes and distributes news releases.
• Maintains the County's official social media communications across all platforms,including Facebook,Twitter,Instagram,
NextDoor,and Flickr.
• Creates content and maintains Monroe County websites.
• Interacts with members of the media and public and responds to questions from County residents.
• Arranges press conferences,media briefings,and public meetings.
• Works with state and federal government entities to ensure County residents receive information about programs,grants,and
opportunities.
• Creates the State of the County Annual Report.
Mon roe County Official Social Media Sites
• Monroe County B C Facebook
• 1�onroe County Fire Rescue Facebook
• Manr®e County's K West International Airport Face k
• Monroe County Guardian ad Utem Facebook
• X Monroe County
• aunty News Releases
• Fire Revue News Releases
• Emer envy nagement News Releases
2081
15
LEVEL FOUR
CRISIS: NATURAL DISASTER, HURRICANE
HOW DOES THE TDC SUPPORT EMERGENCY MANAGEMENT AND ENSURE TOURISM
STAKEHOLDERS AND VISITORS RECEIVE INFORMATION?
1. TDC CEO,Kara Franker, shares initial info with staff and to by red/yellow/green alert homepage banners as
agency partners to prepare, align resources for comms duties. needed.The Travel Safety Information page includes
Reminds team that TDC and partners are not the designated links to official sources including Monroe County JIC and
spokespersons for hurricanes and that they should direct all encourages the community to sign up for updates from
media inquiries to Heidi Barfels or TURNER PR. Alert!Monroe and the MCSO's mobile app. When new
TDC website goes live in October 2025, it will include
2. TDC team join daily EOC briefings to identify important facts the same information, stakeholders will be advised, and
to share with stakeholders and staff (and media if/when existing site URLs will redirect to the new site.
needed). Frequency of briefings and info. sharing shifts as
storm progresses. 6. Internal TDC Text Group:TDC creating a small group text
in case Wi-Fi takes out internet—with approval,will
3. TDC/agency partners coordinate messaging to ensure timely include TDC team,crisis comms, Lodging Association,
and accurate flow of information to tourism stakeholders Chamber partners and TDC board.More information to
and visitors/public via the following channels:
com e.
1. Tourism Advisories: TDC internal crisis comms lead, 7. Media: Monroe County PIO, Kristen Livengood,takes the
JoNell Modys, drafts Tourism Advisories emails which lead with EOC officials on all Keys and Miami-based
serve to prepare tourism stakeholders; info from media updates before/during/after storms.TDC will
EM/NWS regarding storm level,forecast, protection supplement these efforts when there's important
orders,closures, shelter in place or evacuation, etc. information that needs to be shared with current and
(Kara approves and send to Cory Schwisow and Chip future visitors via travel/lifestyle/news media. Messaging
Kasper for approval.Allison Morgan serves as back-up may be about safety warnings or closures or could be
to JoNell Modys internally). Tourism Advisories are about openings and flights during the recovery phase to
shared via email with anyone who signs up for industry support tourism. Agency partner TURNER will work with
communications on the Partner Resources gage of the Heidi Barfels,JoNell Modys,Allison Morgan and Mary
TDC website.Tourism Advisory emails will also be Haban on messaging strategy, approvals and targeted
posted to the Current Travel Safety Information page of distribution/media response.
the TDC website.
8. WhatsApp:TDC will use WhatsApp (set up by Kristen
2. Media and Social Monitoring: TURNER sets up media Livengood, County PIO) to communicate with other PIOs to
monitoring, and TDC manages social media
share and gather information needed
monitoring; reporting shared with TDC and agency before/during/after storms.
partners(frequency based on situation). Look for
misinformation that may impact visitors(ensure people
use reliable sources).Measurement practices adhere to
Barcelona Principles.
3. Social Media: Heidi Barfels and Jules Powers ensure
consistent social media updates across TDC channels,
sharing from official resources.
4. Webcams: OMG ensures all w are working as
TDC, media, and public use as a resource.
5. TDC website: working with JoNell Modys,Jeanne Quinn
and Olivia Newbold will make real-time updates to
existing Current Travel Safety Information page pointed
2082
16
LEVEL FOUR
CRISIS: NATURAL DISASTER, HURRICANE
COMMS TEAM WORKSHEET QUESTIONS
What is the confirmed stage and what are the confirmed facts of Are there any protective orders being shared with residents and
the impending storm from reliable sources(NWS/NHC)? visitors?What important safety information/action steps should
• Tropical Depression -cyclone with maximum sustained winds the TDC supplement so tourism stakeholders and visitors can
of 38 mph or less;usually smaller than tropical storms and prepare? Public safety advisories?
hurricanes,with a diameter of 100-300 miles. • Early stage,i.e.,stay inside/out of water/off boats,avoid
• Tropical Storm Watch -tropical storm conditions possible windows,get water/supplies,get NWS updates here
within 48 hours • Should visitors start looking for flights before roads or airports
are closed?
• Tropical Storm -tropical cyclone with maximum sustained . Are there any closures,i.e., roads,gas stations,grocery stores,
winds of 39-73 mph or higher;more organized than tropical
attractions?
depressions and are given names.
• Should we share links to any resources?i.e.,emergency orders
• Hurricane Watch -hurricane conditions possible within 48 and declarations,list of shelters
hours • Planning phased or mandatory evacuations?
• Hurricane -tropical cyclone with maximum sustained winds of • Has a state of emergency been declared (allowing local
74 mph or higher;categorized by the Saffir-Simpson authorities to take protective action)?
Hurricane Wind Scale,which measures the wind speed in miles
per hour(shelter in place and evacuation order vary by storm Understand the proximity of storm pathing to the number of
based on storm's intensity and potential impacts - EM stakeholders,residents and visitors who might need to evacuate.
Department Executive committee decides evacuation timing: Work with county EM/PIO to confirm accurate,timely
Category 1:Winds of 74-95 mph communications for stakeholder and visitor safety. Do stakeholders
Category 2:Winds of 96-1 10 mph or visitors need any type of assistance,i.e.,evacuation support,
Category 3:Winds of 1 1 1-130 mph supplies,meals,lodging,relocation?
Category4:Winds of 131-155 mph
Has there been any misinformation reported by the media or
Category 5:Winds of 157 mph or higher
shared via social channels? If so,share reliable sources to mitigate.
What is the path and timeline for potential impact to Monroe
Discuss stakeholder and public communications channels and
County and which mu nicipa lities are forecasted to have more
messaging at each stage
impact?
Confirm chain and frequency of communication from MCEM to
TDC/EOC list i.e.daily briefing schedule, PIO updates,etc.
What are the MCEM response actions taking place now?
Are all media inquiries going to Kristen Livengood,PIO,or
someone else at MCEM or NWS?
2083
17
LEVEL FOUR
CRISIS: NATURAL DISASTER., HURRICANE
AUDIENCE K�U �hJ �� � �� MESSAGING
�� U hJ ��
rx"� x�n �/n ^~ � «� nr/ �.v.vrx� n /n �
^/
- Employees - Media
J Tourism stakeholders V Future vishno(if impact for future trips)
-/ Current visitors in the county
19 !Jg :The messaging examples in this document are intended os
� - guidance only and Vi||vary significantly based on the unique and unpredictable nature of each storm. Aso system evolves,
from o tropical depression too tropical storm too Category l-5 hurricane,protective actions such os closures,shelto,-in-p|oco
mdviisohes,orevccum-rion orders will cliff er depending on the smrm's severity and projected impact,which includes storm
surges and flooding.These protective orders are determined by the Emergency Management Committee. All communications
issued before,during and after o storm will 6o tailored and aligned with Mon roe County Emergency Management protocols.
TDC STAFF (EX: INITIAL COMMS\
TOC*aon\
Monroe County Emergency Management(MCEM)just informed osofo Tropical Storm Watch for Monroe County which means o
Tropical Storm is possible within A8 hours.Our top priority during any natural disaster is protecting human life and our TDC role is to
supplement information shared by MCEM to ensure our stakeholders and visitors can get prepared for any necessary actions.We
Vi|| 6o attending daily Emergency Operations Center(EoC] briefings and os each new update comes in,and in alignment with tl-e
County,vvo will share o Tourism Advisory via email with tourism stakeholders and will send o text alert(include Kf we have text
notification system stamed).VYe are updating the alert banner on our we6sii*a and will add social media and media updates na
necessary.
MCBWis forecasting (insert level, pathfimA,firming hnfo),but they have not shared any protective orders ot this time. Please stay
tonodviio and if you hmve�talready.
Please refer all media inquiries tn Heidi Borfo|sot and cc:Christine Turner ot .ThoyVi||
work with me and/or refer inquiries toMCEM.
If you have any immediate concerns or need assistance during the storm, please let me know. We will share updates as informalon
becomes available(add any directions on working remotely,oir key people warking firom"TDC offices due to poweir and internet
needs, as well as support oir leverage for key team membeirs while they irediirect attention tm the stmmm).Thank you for uniting to
help os keep our colleagues,tourism partners and visitors safe.
Kara
2084
LEVEL FOUR
CRISIS: NATURAL DISASTER, HURRICANE
AUDIENCE & MESSAGING (CONT. )
Examples only-every situation is different and statements will vary.All advisories and media information are approved in advance by Emergency
Management.
TOURISM STAKEHOLDERS (EX: INITIAL COMMS)
Tourism Partners,
We want to make you aware that Monroe County Emergency Management(MCEM) just informed us of aTropical Storm
Watch for Monroe County,thus a Tropical Storm is possible within A8 hours.Our top priority during any natural disaster is
protecting human life and our TDC role is to supplement information shared by MCEM to ensure that you,our tourism partners,
and your guests/county visitors,can get prepared for any necessary actions.
We will be attending daily Emergency Operations Center(EOC)/National Weather Service (NWS) briefings and as
appropriate,and in alignment with the county,we will send Tourism Advisory emails to anyone whosigns ug� for our industry
communications on the Partner Resou� e of the TDC website.We will update the Current Travel Safety Information
a e of the TDC website and as appropriate,activate home gage alert banners that point to that page.Communication
updates will also be published on social media and sent to the media as necessary.
MCEM has disclosed (insert any pertinent updates about supplies,closures, etc if any),but has not shared any protective orders
at this time. Please stay tuned via any of these Monroe County sources and scan up for alerts here if you haven't already.As
you continue to follow updates, please only rely on reliable sources of information from MCEM, NWS and National Hurricane
Center(NHC).
Please direct any media inquiries to Kristen Livengood, PIO,Monroe County,livengood-kristen((d)monroecount -fl, ov.
Thank you for remaining diligent for your teams and guests/visitors.
Kara
ADVISORY EXAMPLES ON NEXT PAGE...
2085
19
LEVEL FOUR
CRISIS: NATURAL DISASTER., HURRICANE
AUDIENCE & MESSAGING (CONT. ) ADVISORIES AT VARIOUS STAGES OF STORM
KEYS TOURISM ADVISORY
KEYS TOURISM ADVISORY KEYS TOURISM ADVISORY rl't �h
II This advisory ts bohnil on Injob—trip"and mot..rilun,Inse, t "'cul, Compiled sold grasisonsittied by also fifinappe,
Honda Keys too Narribudi H—hro-Conhen F1.11dul KdVs Notional kilosthl, �nl,t,vrfisl� lie r s"ll,V,l�'u—,,rye,,slf C..ity 7..1.0 P.-Iskspersel Co.—/,
°A 5vavie.r Offh,,end Moo.,Oil E—tl Murray—or t. Computed and tone reserill by i Mismose.
C..ty reporter vio—hopmearut Centel la,I lin—1.2�1 ji,r.
Compiled and transmitted by the Monroe
County Tourist Development Councill UP,Is,"hilt-s Offlcia&Be Vigilant for Gull'slIdelBayside
Sept.24,2=.12:00 p... Ian Now a Hurricane;Tropical Storm Storm Surge
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2086
20
LEVEL FOUR
CRISIS: NATURAL DISASTER, HURRICANE
AUDIENCE & MESSAGING (CONT. )
Examples only,every situation is different,statements will vary.All advisories and media information approved in advance by Emergency
Management,will not differ by outlet.
TOURISM STAKEHOLDERS (EX: ENCOURAGE DEPARTURE)
Tourism Partners,
As Hurricane<'T'Ik Ih iuir ir cane u" alMe> approaches, safety is our top priority.Visitors are strongly encouraged to review their travel
plans and consider departing the Florida Keys&Key West.Please communicate with your guests immediately to ensure this
important information is being spread.Visitors should immediately contact airline providers to book earlier flights or explore options
for staying in unaffected areas of Florida. The Overseas Highway /US Highway 1 may be closed soon. Link ilo MCIf M iinfornrnation.
Please also communicate accordingly with guests that may be arriving for check-in in the coming days/week.
TOURISM STAKEHOLDERS (EX: MANDATORY DEPARTURE FOR VISITORS)
Tourism Partners,
A mandatory evacuation is in effect for all visitors and non-residents in the Florida Keys &Key West owing to Hurricane<'T'K
huir"ir"li cane n ur e>.This evacuation order must be completed by w''L"iC"Thor e>on<'T'C D t >. Please communicate with your guests
immediately to ensure they arrange flights as soon as possible or make driving arrangements for staying in unaffected areas of
Florida. Be sure they get on the road before there are closures,remind them to have a full tank of gas and emergency supplies for
their journeys.While this disrupts vacations,safety is paramount. Link ilo MCIf M iinfornrnation. Please also communicate accordingly with
guests that are arriving for check-in in the coming days/week.
MEDIA STATEMENT (EX: EARLY STAGE)
Monroe County Emergency Management(MCEM)is closely monitoring Hurricane a 'T'K Ih iuir ir cane n url e>,alongside the National
Weather Service (NWS)and National Hurricane Center(NHC). All lodging,restaurants and businesses are open and operational at
this time throughout the Florida Keys&Key West.We are actively coordinating with MCEM and NWS and following all guidance to
ensure visitor safety. Please ensure you are using reliable sources when reporting,follow MonroQ..aunty Emergency Management
and the National Weather Service Ke West for updates.
MEDIA ALERT (EX: MANDATORY DEPARTURE)
As Hurricane a 'T'K Ihauir"ir"lican e in alM e> approaches,Monroe County Emergency Management (MCEM)has issued a mandatory
evacuation for all visitors and non-residents in the Florida Keys &Key West.MCEM continues to work closely with the National
Weather Service and National Hurricane Center as the safety of residents and visitors is our top priority. Please help us share this
evacuation order via your media outlet and social media channels Thank you for continuing to use reliable sources when reporting
and follow Monroe Count Emer envy Management and the National Weather Service Ke West for continued updates.
2087
21
LEVEL FOUR
CRISIS: NATURAL DISASTER, HURRICANE
MEDIA RELATIONS TIPS
Working with media during a crisis is challenging but important to successfully manage the public perception of the crisis.While
joumalists are identified as one of TDC's"audiences",they are also a conduit to providing important information to our other
audiences;thus,we must shape and control our key messages.
Please note that the designated spokesperson before and during (and sometimes right after)a hurricane is not a TDC representative—
it is the designated emergency response representative (MCEM director or PIO,NWS or NHC).While TDC may be sharing
information with the media throughout the storm cycle,emergency management and meteorology experts need to serve as
spokespersons.A TDC executive might be interviewed in the recovery phase when the focus is on bringing visitors back to the
destination(approved TDC spokesperson:Kara Franker, president&CEO).
SPOKESPERSON TIPS:
Execute Your Recovery Plan
• Execute your crisis communications recovery plan as soon as Be Calm,Confident,and Compassionate
emergency response officials give the green light. This is Your tone matters. Be professional but human—show
important so you have the information needed for a safe empathy for residents,visitors,and workers.
return to visitors(recovery plan recommends sales team Example:"We understand travelers have questions—our job
immediately supports execs and comms team by calling upon is to give them the clearest,most helpful information possible."
tourism stakeholders to verify conditions,openings,etc.)
Use Talking Points
Stick to You r Lane Work from pre-approved,consistent messages to avoid going
• Only speak to tourism-related topics—hotels,restaurants and off-script(messaging you've discussed using consistently across
attractions are open and accessible. platforms).
• For storm-related phases, protective actions,or emergency Have a short,updated list of facts with you—open/closed
response,defer to MCEM/NWS: businesses,hotel capacity,roads,etc.
"For official updates on storm shifts and emergency response,
please contact<7Xcontact name>at MCEM." (Remind
journalist to use reliable sources from either MCEM or NWS)
Prioritize Clarity and Accuracy
• Always verify information before sharing with the most recent
facts—if you're not 100%sure,say so and offer to follow
up.
• Avoid speculation or exaggeration. If you don't know,
say:"That's being assessed now—we'll provide updates as
soon as we have them."
2088
Continued on next page 22
LEVEL FOUR
CRISIS: NATURAL DISASTER, HURRICANE
MEDIA RELATIONS TIPS (CONT. )
SPOKESPERSON TIPS (CONT).
Anticipate Questions
• Be ready to answer: "Is it safe to visit?","What's open now?","Are hotels operating?","How are residents
impacted?","What's being done to clean up?"
• Use real,vetted data and pivot back to facts and positivity.
• If on camera,work with PR team in advance on responses to any sensitive situations about this particular storm:
"Why weren't evacuation orders called earlier?;' "Do you feel emergency services did a good job when
there were<TK 1111 IT lh eir>of deaths?","Why are you inviting travelers back when some areas still need to be
cleaned up?"
Know theJournalist and Their Outlet
• Understand the audience they serve (local vs. national,travel vs.news-focused).
• Tailor your message to meet their needs,e.g.:
o National outlet:broad recovery and reopening message.
o Travel:specific experiences available.
Offer Visuals and Positivity
® Provide photos/videos of recovery,open beaches,clear roads,open hotels,events—but only if safe and
accurate. Send the content team to events,beaches,and boats.
• Share good news when possible: "Were seeing strong community support and local businesses are
open again."
Avoid Overpromising
• Don't guarantee specific reopening dates unless officially confirmed.
• Use cautious,forward-looking language:
"We expect more attractions to reopen in the coming days—we'll share updates as that happens."
Stay Accessible and Responsive
• Work with the PR team,journalist has access to you and builds trust.
Debrief After Interviews
• Take time after each interaction to note:What you were asked,What went well,What to refine
• Discuss feedback with your PR team so everyone stays aligned.
2089
23
LEVEL FOUR
CRISIS: NATURAL DISASTER, HURRICANE
RECOVERY PHASE - TDC EXEC OVERVIEW
Recovery timelines will vary based on damage,closures,accessibility,etc.The following pages provide a checklist of consicbrations for
the broader marketing communications team using a three-phased example which assumes Hurricane damage.This page is an initial
checklist/overview for TDC execs.
1: CHECK ON TEAM AND STAKEHOLDERS, 3: IMPLEMENT RECOVERY CAMPAIGN
ASSESS DAMAGE
AND ALIGN WITH EMERGENCY MANAGEMENT • Share the recovery comms plan with tourism stakeholders now
CO M M S that information has been gathered and TDC is aligned with
• Check on staff safety and availability;power and intemet in
MCEM.
homes and TDC offices. • Coordinate messaging and timing for a unified response
• Debrief with EM officials on storm impact,infrastructure across all platforms(if rebuilding,share positive updates
damage/road closures;deaths/injuries/rescues,power about progress;if open,hit misinformation immediately and
outages,etc.Understand impact and decisions that will showcase real-time video to showcase no damage).
impact tourism:a five-person team per city determines action • Work with agency partners to execute each marketing
steps for rebuilding and later determines when visitors return - communications step (see considerations next three pages
Mayor,EM Dir,Sheriff,Fire Chief,City Administrator.Secure across channels i.e.,VFK website,media relations(local,
info for comms. regional,national,international),social media,partnerships&
• Activate the TDC sales team immediately to call/visit tourism
events,sales,etc Activate the content team to secure
stakeholders,identify if lodges/restaurants/bars open,take videos/photos to showcase beautiful,sunny beaches and
notes on damage or needs to share info with TDC execs. marinas,images of visitors/fishing/boats,the first cruise ship,
Remind lodging stakeholders to share information in Fla-
first flights,events,hotel and attraction re-openings,street
keys.com/recovery-lodgingdatabase<add linle>about the party to thank recovery workers.
state of hotel rooms,on-property F&B options and amenities.
Database to be used by first responders,utilities, local
officials,repair personnel or displaced residents seeking
accommodations after a storm or other disaster(not used for 4: EVALUATION AND LEA RN I N GS
visitors).
• TDC/agency partner debrief to evaluate the effectiveness
of communications efforts.
• Consider securing stakeholder feedback to ensure
2: DETERMINE & COORDINATE RECOVERY communications pathways reach them.
RESPONSE • Assess what worked,what didn't,and what changed.
Document lessons learned.Update the plan as necessary.
• Continue debriefs with EM and share regular updates with
• Final reporting -media and social media.
tourism stakeholders and
agency partners. TDC to archive all content and assets developed for future
• Discuss/agree on coordinated recovery response with crisis use.
EM/PIO.Ensure accuracy, road and lodging accessibility,etc.,
before sharing communications with the public.
2090
24
LEVEL FOUR
CRISIS: NATURAL DISASTER, HURRICANE
RECOVERY PHASE MARKETING/COMMS CHECKLIST/CONSIDERATIONS
Timing and actions will vary based on storm damage,locations,accessibility and recovery reopening timing.
PHASE I - ASSESS/ACKNOWLEDGE (RIGHT AFTER LANDFALL, WEEK 1)
PR/COMMUNICATIONS/SOCIAL MEDIA (LOCAL, PAID MEDIA (TRADITIONAL AND DIGITAL)
REGIONAL, NATIONAL) i:::i Pause all paid media.
1 Implement hurricane recovery communications to responsibly i...i Develop media strategy for bridge campaign,i.e.implement
share up-to-date information with stakeholders and the public i.e., targeted paid media for publications mentioning hurricane to
travel advisory,website alerts,social channel copy,etc.
balance misleading coverage; redirect messaging to focus on
:1 Monitor media coverage and social conversation.Check for
misinformation.Respond to social questions if you have accurate open areas.
information.
1 Assess upcoming activations,new timing/messaging. PARTNERSHIPS & EVENTS
:1 Continue to pause`regular' earned media efforts.Identify safety,
L::I Assess current partnership activity and update messaging as
recovery info and thank first responders.
needed.
1 Gather updates from partners.Secure tourism testimonials that
support plans to have as proof points/assets when ready to 1A Pause/delay partnership activity that was to go live (social,
reach out to the media. digital,promotion).
:1 Capture content on key locations with timestamps. 0 Assess out-of-market domestic and international upcoming
:1 Address/reconsider timing for upcoming FAM trips. events and identify messaging for pre-event comms,
presentations and talking points.
PR/COMMUNICATIONS (INTERNATIONAL) TRADE / SALES (INTERNATIONAL)
1 Review the international media coverage audit. [A Pause proactive sales outreach,scheduled newsletters.
[::1 Assess upcoming activations,new timing/messaging. [A Monitor trade media coverage.
[::1 Pause all proactive media pitching. [A Share a proactive hurricane update with international trade,using
[:::1 Address/reconsider upcoming international media FAM trips. approved messaging.
LEISURE & MICE SALES
CREATIVE/WEBSITE i.::i Activate the sales team to call and visit hotels/stakeholders so TDC
[::::1 Continue to update website copy to reflect advisory
has a damage/opening assessment.
information/alerts. 1A Contact hotels with meeting space/event spaces,assess damage
[:::1 Discuss creative for a bridge campaign focused on maintaining and target dates for re-opening.
and encouraging visitation plans targeting tourists,meeting 1A Review pending site inspections and FAMs,determine feasibility
planners and media for open/accessible areas. as scheduled or postpone.
:1 Develop a map highlighting areas open for tourists. 1A Draft messaging for open,accessible spaces vs.properties with
:1 Activate R cav r od-ing website for displaced residents,relief damage that need to be postponed.
workers and emergency crews and promote site to the community 1A Contact group meeting planners re:status of property/meeting
via website links and community communication channels. space contracted for upcoming event.
[A Contact key leisure partners with status updates on hotels and air
access.
2091
25
LEVEL FOUR
CRISIS: NATURAL DISASTER, HURRICANE
RECOVERY PHASE MARKETING/COMMS CHECKLIST/CONSIDERATIONS
Timing and actions will vary based on storm damage,locations,accessibility and recovery reopening timing.
PHASE II - ADDRESS (BY WEEK 2 AFTER LANDFALL)
PR/COMMUNICATIONS/SOCIAL MEDIA (LOCAL, CREATIVE/WEBSITE
REGIONAL, NATIONAL) I:::I Update website copy to reflect advisories and continue to utilize
I-) Update leisure and MICE messaging,including website travel proper alert banners.
advisory,reactive and proactive state ments/pitches,emails and L::.I Develop visuals/bridge creative to showcase real-time status of
social channel copy. areas and attractions of interest to travelers—video,social posts,
I-) Focus on positive comms about open areas(if open),visuals to digital banners,print ads.
offer accurate,reassuring info for media pitching,thank first
responders,shoot live video from openings for social,first flights L::I Update the map showing areas open for tourists.
or cruise,respond to social questions. L:::I Continue to update website information with the most up-to-date
L] Continue to fact-check misinformation. information for partners and travelers.
I-) Reactivate influencer programs,showcase L:::I Possibly resume any consumer-direct email campaigns that align
open areas. with the messaging.Consider using it as a channel to inform
L::1 Remain paused on social content and activations upcoming and potential future travelers(share with stakeholders for
off topic.
their guest communications). Leverage UGC and real-time imagery.
a Assess needs for upcoming MICE activities.
1 Ensure any links to charities and relief efforts are verified and
accurate. PARTNERSHIPS & EVENTS
a Assess upcoming coverage due to be published and share
updates with the media to advise on affected/non-affected [A Possibly resume scheduled partnership activity(social,digital,print,
areas included within the coverage. podcasts).
L] Activate Recovery Lodging website for displaced residents, L::I Apply approved messaging to event briefings for scheduled
relief workers and emergency crews and promote site to the speaking opportunities(open areas,swift recovery based on
community via website links and community communication
approved EM facts).
channels.
TRADE / SALES (INTERNATIONAL)
L:::I Focus on messaging that demonstrates readiness.
PAID MEDIA (TRADITIONAL AND DIGITAL) L::I Share post-hurricane update with international trade email
showcasing unaffected areas.
L::1 Finalize paid media plans(digital and traditional). Possibly
implement staggered rollout strategy,national and then key LEISURE & MICE SALES
markets. L:::I Activate the sales team to call and visit hotels stakeholders so TDC
L::a Possibly resume paid social amplification,leverage real-time has a damage/opening assessment.
imagery of the destination's readiness and ability to welcome
tourists(in areas ready for visitors). I::::I Revise messaging and utilize testimonials and photo assets to
L::1 Reassess resuming paid digital campaign—dial up or down on demonstrate readiness.
market-by-market basis,assess need to incorporate real-time I:I Establish contact with upcoming group leads and offer resources to
imagery,combat lasting news coverage with longer-term focus communicate status to attendees.
on prospecting,ensuring max awareness of readiness,building
--I Maintain roadshow and tradeshow schedule and refine messaging
on awareness.International may be ready for normal
messaging earlier than national due to less hurricane coverage. accordingly.
L:::I Work through leisure partners to distribute status updates to travel
advisors. 2092
26
LEVEL FOUR
CRISIS: NATURAL DISASTER, HURRICANE
RECOVERY PHASE MARKETING/COMMS CHECKLIST/CONSIDERATIONS
Timing and actions will vary based on storm damage,locations,accessibility and recovery reopening timing.
PHASE Ill - ACTIVATE (1-4+ WEEKS AFTER LANDFALL)
PR/COMMUNICATIONS/SOCIAL MEDIA (LOCAL, PARTNERSHIPS & EVENTS
REGIONAL, NATIONAL)
L:::I Shift focus away from hurricane messaging where it
1 Pitch positive stories with visuals/testimonials to drive back tourism is possible.
-openings,flights,cruise,etc.
LJCommunicate readiness by setting all activities live with partners as
LJ Update leisure and MICE messaging,including website travel
advisory/banner info,emails and social channel copy.Monitor planned.
media coverage and social conversation. LJ Ensure that briefing dots for upcoming events include messaging
1 Activate social content related to bridge messaging. that focuses on tourism strength and visitors already back.
1 Amplify media relations-continue proactive outreach with the
latest stats.Fact-check and correct.misinformation.Amplify
calendar to drive tourism interest i.e.,high season,holiday travel
as well as upcoming events.
a Resume media,influencer FAM visits as appropriate. TRADE / SALES (INTERNATIONAL)
LJ Continue planning/programming of leisure and MICE events in key L::I Amplify international trade efforts i.e.,email blast with trade
US/international markets.
contacts emphasizing readiness/open,organize FAM trips that
1 Develop an earned-first activation that encourages visitors to plan
show we're open for visitors,confirm presence at key trade
future travel as tourism fuels local communities.
Push on planning
shows to increase destination visibility among decision makers
LJ Push for higher profile events i.e.Fantasy
Fest,Hemingway Days etc. and run training incentives.
LJ Assess suitable co-ops and campaign partnerships for trade
support and sales driving strategy.
PAID MEDIA (TRADITIONAL AND DIGITAL)
L] Execute strategy built in phase I per campaign,channel i.e.
continue bridge campaign or consider relaunch regular national
campaign(s). LEISURE & MICE SALES
LJ Continue sales calls to tourism stakeholders as needed so execs and
CREATIVE/W EBSITE comms know what's open.
I:I Communicate with strategic partners to leverage activations at
L.) Update website to reflect advisories,remove banner alerts,if upcoming tradeshows.
applicable.Promote bookings,signups,etc. I:I Synchronize messages with stakeholders attending tradeshow and
L.) Evaluate opportunities to strategically leverage personalized roadshow events.
content that tells consumers we're open. LJ Review contracts for the next 90 days to determine the feasibility
L.) Continue consumer emails that align with PR and media messaging. of force majeure claims.
Could revert to inspirational content. Leverage UGC and real-time
imagery.
Resume creation,amplification and promotion of PR activations and
larger on-Island events.
Maintain update R cav r od-ing website with local property
teams and deactivate the site at the appropriate time.
2093
27
LEVEL THREE
EMERGENCY: INFRASTRUCTURE FAILURE - ROAD CLOSURE FROM
BRUSH FIRE
SITUATION : ROAD CLOSURE CAUSED BY BRUSH FIRE IMPACTS
ACCESS TO THE FLORIDA KEYS & KEY WEST
HOW DOES EMERGENCY SERVICES, EMERGENCY MANAGEMENT OR TDC LEARN ABOUT A ROAD
CLOSURE OR INFRASTRUCTURE FAILURE?
• Typically,with a road closure or infrastructure failure,such as abridge collapse, residents or visitors call 911 as they are
stranded or injured. 911 calls go directly to the Monroe County Sheriffs office.Because this'25 situation was caused by a brush
fire and the fire starred in Miami-Dade County,it was Miami-Dade Fire Rescue who learned about the issue(and unfortunately
did not notify anyone in Monroe County about the situation).The TDC team heard there were cars backed up and people
stranded for up to five hours,thus called the Sheriff's office and County PIO to see if anyone had information.
• Road closures may also be posted by the Florida Department of Transportation (FDOT)and listed via FL51 1.com.
HOW DO EMERGENCY SERVICES OFFICIALS CONTINUE TO SHARE INFORMATION WITH OTHER
COUNTY OFFICIALS?
• In the case of road closure or other infrastructure failures,the Monroe County Sheriff's office will make sure key county/municipality
leaders are informed via their alert system:
• To receive Man roe County emergency info alerts,
• To download the Monroe County Sheriff's Office app:
• Apple:httr)s://aDr)s.ar)r)le.com/us/aDr)/monroe-covnty-5heriffs-office/id79469&931
• Google: h�gts�/ola oo le°co /store/cso s/detcsils?id=com.ocv,monroecountysheriff�hl=en lJS
2094
28
LEVEL THREE
EMERGENCY: INFRASTRUCTURE FAILURE - ROAD CLOSURE FROM
BRUSH FIRE
COMMS TEAM WORKSHEET QUESTIONS
• What is causing the road closure that is impacting access to/from Monroe County?
• Did I learn about this through a stakeholder call,thus am I certain that all the right county officials have been notified? (If not,contact
the Sheriff and the Fire Department immediately.)
• Are there residents and visitors stranded due to the closure and do we need to ensure emergency services are helping with supplies,
fuel,and other needs?
• This road closure was caused by a brush fire.What are the details from emergency services,Sheriff or Fire?
• What is the current size,spread rate and direction of the brush fire?
• What percentage of the fire is contained?
• What impact are the wind conditions and humidity having on the brush fire?
• What is the Sheriff or FDOT and FHP reporting about the brush fire's impact on major access roads to and from the Florida Key &
Key West(e.g.,U.S. Highway 1,Card Sound Roads)?
• Are all lanes closed,or is traffic still moving in cne direction?
• Are there any alternate routes open for traffic,not affected by the fire?
• What impact is the smoke having on visibility for drivers?
• Has the fire impacted the integrity of roads?
• Are FDOT traffic cams operational and viewable to local responders and media?
• Have there been any motor vehicle accidents and subsequent injuries?
• Are there any communities or critical infrastructure directly threatened by the brush fire and/or smoke haze?
• Is the Key West airport open, providing an alternative access point to Monroe County?
• Any misinformation being reported in the media? Has anyone posted that they are stranded and need help?
• Discuss stakeholder and public communications channels and messaging as needed.
2095
29
LEVEL THREE
EMERGENCY: INFRASTRUCTURE FAILURE - ROAD CLOSURE FROM
BRUSH FIRE
MESSAGING
Examples only,every situation is different,statements will vary.All advisories and media information approved in advance by the appropriate
emergency services PIO.Audience does not need to be segmented for this communication.
✓ Road Closure Announcement
✓ Fire Containment / Road Closure Update
✓ Reopening Announcement
ROAD CLOSURE ANNOUNCEMENT
Visit Florida Keys/Monroe County Tourist Development Council (TDq is advising travelers that intermittent closures and significant
delays are now occurring along the 18-Mile Stretch of U.S. 1 due to a brush fire in south Miami-Dade County.U.S. 1 is the main
access road into and out of the Florida Keys,and the alternate route,Card Sound Road,is currently closed in both directions.The
wildfire—officially named <INSERT NAME> Fire—is being managed by Miami-Dade Fire Rescue and the Florida Forest Service
and has already burned <INSERT NUMBER>of acres.
Drivers should expect delays in both directions and are urged to avoid the area if possible.A Red Flag Warning has been issued
by the National Weather Service due to low humidity and gusty winds,further complicating fire suppression efforts
For updates,visit the Monroe County Sheriff's Office website at bitt3s:././www.l<evsso.net/ or follow
httr)s://www.instaaram.com/mcsofll<eys/orhttr)s://www.fgcab <. m floridak sheriff and monitor FL51 1,corn or the Monroe
County Sheriff's Office mobile app for traffic alerts.
FIRE CONTAINMENT / ROAD CLOSURE UPDATE
Visit Florida Keys/Monroe County Tourist Development Council (TDq is providing an update on access into and cut of the Florida
Keys following the brush fire in south Miami-Dade County.As of today,the northbound lane of the 18-Mile Stretch of U.S. 1 has
reopened to traffic,while the southbound lane remains subject to intermittent closures.Card Sound Road continues to be closed in
both directions.
The wildfire,known as the <INSERT NAME> Fire,is now<INSERT PERCENTAGE>%contained thanks to efforts led by Miami-Dade
Fire Rescue and the Florida Forest Service.While fire activity has decreased,travelers should still expect delays and are
encouraged to check traffic conditions before departing.
For updates,visit the Monroe County Sheriff's Office website at htt /www.ke sso.net/or follow
htt s° tag www.insra ncom mcsofllce�(or htt s.//www.foce bool<mm floridal a=beriff and monitor FL51 1.com or the Monroe
County Sheriff's Office mobile app for traffic alerts.
2096
30
LEVEL THREE
EMERGENCY: INFRASTRUCTURE FAILURE - ROAD CLOSURE FROM
BRUSH FIRE
MESSAGING
Examples only,every situation is different,statements will vary.All advisories and media information approved in advance by the appropriate
emergency services PIO.Audience does not need to be segmented for this communication.
REOPENING ANNOUCEMENT
Both U.S. 1 and Card Sound Road are now fully open,restoring complete access to the Florida Keys after fire crews successfully
contained a large wildfire in south Miami-Dade County.The Florida Forest Service reports the blaze is now 80%contained,with no
further spread expected.
The fire,which ignited on <INSERT DATE>,burned <INSERT NUMBER> acres and was tackled by Miami-Dade Fire Rescue,the
Florida Forest Service,and supporting strike teams To protect the area and allow fire crews to work safely,road closures were
necessary between <INSERT DAY> and <INSERT DAY> along the main travel routes into and out of the Florida Keys&Key West.
No damage was reported to homes or businesses,and all local businesses are currently open and operating.
"We are deeply grateful for the dedicated firefighters,emergency responders,and partner agencies who worked tirelessly to
contain the<INSERT NAME> Fire.Their swift and coordinated response has been crucial in protecting our roads and preserving the
natural environment;' said <insert approved spokesperson>.
Although no further disruptions are anticipated,travelers are encouraged to download the Monroe County Sheriff's Office app for
real-time traffic alerts,including future road closures,re-openings,and slowdowns.
2097
31
LEVEL THREE
EMERGENCY: INFRASTRUCTURE FAILURE - ROAD CLOSURE FROM
BRUSH FIRE
ADDITIONAL CONSIDERATIONS : OWNED &
EARNED MEDIA
SOCIAL MEDIA CHANNELS PAID MEDIA
Depending on the duration of the road closures and severity of The TDC's Visit Florida Keys&Key West paid media plan
the brushf ire,the TDC may adopt a selective channel strategy should be reviewed during this period of crisis,however unless
for real-time updates leveraging X (formerly Twitter)as a the road closure or infrastructure failure is gang to last a long
primary platform for timely communication.Image-focused time,no changes to the paid media program are necessary.
social channels can continue to post inspiring branded imagery
and videos unless the situation escalates for an extended Sustained road closure(s) may require paid media to be
period. paused or messaging shifted in drive markets until emergency
is over. Fly market and national paid media can likely remain
The TDC should continue to monitor all of its social media unchanged.
channels and have prepped responses for community
management with the latest updates and monitor sentiment
from engagement.
EARNED MEDIA
Proactive pitching will be halted in Florida and other drive
VFK W EBSITE markets during the crisis period with time reallocated to
monitor the situation in local/regional media.
Depending on the length of the road closure,the website home
page can feature an alert banner that leads to up-to-date TURNER will monitor and flag all media coverage in order to
information on the road closure,the status of brush fire assess the proactive recovery plan if needed,caused by
containment,and any impacts on visibility owing to smoke.This catastrophic damage to infrastructure that prevents road
should be updated every time new information is received. access to The Florida Keys&Key West for an extended
period.
The messaging should also emphasize that the destination
remains open for business,while noting any specific tourism
areas or businesses that are directly affected and/or
temporarily closed owing to the road closures or brush fire.
As access roads reopen and the brush fire largely contained,
website content should be refreshed to reflect the latest
updates,highlighting positive news such as the lack of damage
to homes or businesses and confirming that all local businesses
are open and operating.
2098
32
LEVEL THREE
EMERGENCY: INFRASTRUCTURE FAILURE - ROAD CLOSURE FROM
BRUSH FIRE
RECOVERY TIMELINE + CHECKLIST
Recovery timelines and actions will vary based on how long access to/from Keys occurs,media and social
attention,etc.
1: ASSESS DAMAGE AND DEBRIEF 3: IMPLEMENT RECOVERY RESPONSE IF
• Coordinate with appropriate emergency services offices WARRANTED
(Sheriff,FDOT)to confirm:
• Extent of physical damage to road infrastructure; If needed, launch integrated South Florida/drive market
recovery campaign which could include:
confirm reopening of roads
• Safety conditions for travel Paid Media:broadcast TV,newspapers(online) and radio
• Fire containment and likelihood for flare ups (no need to change anything unless we have a bridge
• Internal debrief-TDC staff,agency partners,impacted collapse or road closure and access to the Keys is lost for
destination stakeholders. an extended period)
• Flag any outstanding misinformation online and correct.See if
• Influencer Marketing:consider working with local content
there were visitor complaints on social due to missed flights, creators and community opinion leaders on road
stranded children,etc.Align messaging. trip/hosted visit to The Florida Keys&Key West to share
real time experience.
• Owned Channels: amplify influencer content with paid
boosting and collabs with VFK's social channels.
2: DETERMINE & COORDINATE RECOVERY Earned Media:pitch compelling,upcoming events to drive
RESPONSE incremental earned media with open access and for
business messaging.
• Coordinate messaging for unified response if warranted. Determine if need to sustain a piece of recovery messaging or
Emphasize positive updates. shift to regular marketing activity.
• If needed,draft reactive holding statement to use if contacted
by media (if media or social attention).
• Determine need and extent for a South Florida /drive 4: EVALUATION AND LEA RN I N GS
market recovery campaign
• TDC/partner debrief to evaluate effective of communication
efforts. Keep key leamings list in how we work with county,
emergency services,municipalities
• Measure engagement,sentiment and conversion metrics if
warranted. Utilize Barcelona Principles method.
• Update crisis communications plan with any learnings.
• Archive all content and assets developed for future crisis use.
2099
33
LEVEL TWO
ENVIRONMENTAL THREAT: SARGASSUM
SITUATION : NEGATIVE IMPACT OF SARGASSUM ON THE
VISITOR EXPERIENCE
HOW DOES THE TDC, EMERGENCY SERVICES, OR EMERGENCY MANAGEMENT LEARN ABOUT
SARGASSUM PILED UP ON A COUNTY BEACH?
• Any of the above parties may learn about sargassum impacts within the destination from:
• Media exposure (typically very negative and exaggerated)
• Visitor or resident complaints on social media
• The Florida Department of Health (Monroe County)
• NOAA's Florida Keys National Marine Sanctuary
• Tourism industry or community partners
• Local city council officials/PIO's within the broader county
WHO IS RESPONSIBLE FOR SARGASSUM BEACH CLEAN UP IN MONROE COUNTY?
If the health department issues an alert,then Monroe County emergency management will get involved. If not,it's up to the
municipalities to determine if they want to clean up the decaying seaweed/sargassum from their public beaches.Hotel
partners often clean up their own beaches regularly but there are instances where the hotel beach is clear,but the public beach
next to it has a build up of the decaying seaweed.Florida State Parks can't clean sargassum off the beaches unless it's a
hazard (to turtles,humans,etc.)
WHY IS SARGASSUM A THREATTO TOURISM?
Sargassum can have a significant negative impact on tourism.Excessive amounts of sargassum washing ashore can create
unsightly beaches, produce foul odors and respiratory irritation due to the gases released when it decomposes,and restrict
recreational activities,all of which deter tourists from visiting affected areas.Sargassum, a type of floating brown algae,
offers important ecological benefits in the open ocean but poses significant risks when it washes ashore in large quantities.
Information and unsightly photos can spread quickly on social media and media outlets,with a spotlight placed on the beach
/city.This can lead to a decrease in tourism revenue for local economies.
More info about Sargassum from National Oceanic Atmospheric Administration (NOAA).
2100
3A
LEVEL TWO
ENVIRONMENTAL THREAT: SARGASSUM
COMMS TEAM WORKSHEET QUESTIONS
• Where in the Florida Keys&Key West is Sargassum currently landing?Are some hotels cleaning it up and it's piling up on public
beaches?
• How did we learn of the Sargassum complaints?
• Is Sargassum affecting any other areas in South &Central Florida?
• What is the volume of accumulation being observed?
• Are any beaches/coast areas temporarily closed or have restricted access owing to Sargassum build up?
• Are there any public health or safety concerns from decomposing seaweed? Did the health department issue a warning?
• Have any tourism industry partners reporting operational disruptions from the Sargassum (i.e.cancellations,unable to operate etc)
• Have visitors and/or locals been sharing and commenting about sargassum in the destination on social media?
• Has the media picked covered this information yet?where?
• What are the short/medium/ long term forecasts for Sargassum landings this season in The Florida Keys&Key West?
• Which entities are responsible for Sargassum removal in each DAC?
• How quickly can clean up crews be mobilized?
2101
35
LEVEL TWO
ENVIRONMENTAL THREAT: SARGASSUM
AUDIENCE & MESSAGING
Examples only,every situation is different,statements vary.
✓ Local tourism industry ✓ Media (reactive if there are inbound queries)
✓ Current visitors in destination ✓ Travel Trade
✓ Forward bookings from travelers ✓ Meeting Planners
LOCAL TOU RISM I N DUSTRY PARTN ERS
Sargassum is a seasonal,naturally occurring seaweed that can appear on shorelines in sporadic locations throughout Florida. Local
community and hospitality partners are proactively working to manage the specific areas affected,to minimize impact for
visitors For current conditions,visit the sargassum information page on the TDC website.
CURRENT VISITORS IN DESTINATION
Sargassum is a seasonal,naturally occurring seaweed that can appear on shorelines in sporadic locations throughout Florida It can
be a can be a valuable part of the destination's marine ecosystem.As it moves with tides,currents and wind,it can provide shade
and a safe haven for baitfish,and gamefish such as mahi-mahi and sea turtles.
Local community and hospitality partners are proactively working to manage the specific beach affected,to minimize impact for
visitors
Florida Department of Health (FDOH) does not recommend beach goers to engage with sargassum.The agency has developed the
following guidelines related to sargassum on beaches:
• Always supervise children at the beach.
• Avoid touching or swimming near seaweed to avoid irritation by tiny sea creatures that live in it.
• Stay away from the impacted beach if you experience irritation or breathing problems.Avoid or limit time if you have
asthma or other respiratory problems.
• Close windows and doors if you are staying near an impacted beach.
For current conditions and other travel tips,visit the sargassum information page on the TDC website.
2102
36
LEVEL TWO
ENVIRONMENTAL THREAT: SARGASSUM
AUDIENCE & MESSAGING (CONT. )
FORWARD BOOKINGS (REACTIVE ONLY, CONSUMER)
Sargassum is a naturally occurring,seasonal seaweed that may appear along some shorelines in The Florida Keys Its presence
is influenced by ocean currents and weather patterns,and conditions can vary widely by location and day.
The majority of beaches in The Florida Keys&Key West remain unaffected,so there should not be an impact on your
upcoming travel. <rnseirt tailored info if specific to one beach with attention i.e.if sargassurn at<inseirt locatiion>,the hotel
cleans irlh up daily w/ a.n.thins visitors don'II experience seaweed on the beach>. From world-renowned diving and snorkeling
on offshore coral reefs to exploring historic sites,enjoying waterfront dining,and soaking in local culture and music,there are
endless ways to enjoy the destination beyond the shoreline.
Local officials and hospitality partners actively monitor shoreline conditions and are committed to maintaining clean and
welcoming environments wherever accumulation occurs.
For the latest updates,tips,and information on current conditions,travelers are encouraged to visit the sar assu m
information page on the TDC website.
MEDIA STATEMENT (REACTIVE)
Sargassum is a naturally occurring,seasonal seaweed that can accumulate in varying amounts along shorelines across Florida,
including parts of the Florida Keys&Key West.Its presence is influenced by ocean currents and weather patterns,and it tends
to vary widely by location and time of year.
The tourism industry across the Florida Keys & Key West actively monitors conditions in coordination with local
municipalities and hospitality partners.Clean-up efforts are <underway or handled daily by <TIK hotel narrne>
and/or in any areas where shoreline accumulation curs>,to ensure minimal disruption for visitors.
For the latest beach conditions,traveler tips, and updated information on affected areas, please visit JhQ
sargass�rrt infatuation page on the TDC website
2103
37
LEVEL TWO
ENVIRONMENTAL THREAT: SARGASSUM
AUDIENCE & MESSAGING (CONT. )
TRAVEL TRADE (REACTIVE)
Sargassum is a natural and seasonal seaweed that may occasionally appear along certain shorelines in the Florida Keys&Key
West. It's carried by ocean currents and tends to vary from day to day and place to place.
For clients with upcoming bookings,there's no need to change plans as the vast majority of our beaches are unaffected and
there are endless experiences that make The Florida Keys&Key West so special. From offshore snorkeling and diving to
fishing,cultural tours,waterfront dining,sunset sails,and live music,The Florida Keys&Key West offers a wide variety of
adventures
<III SEIhT upcici11e if lhere wcis ci question on specific locci lloln whh cittenitiiai/viisucils> Local tourism and hospitality teams actively
manage impacted areas to ensure visitors continue to enjoy a memorable and welcoming stay.For real-time updates and
travel tips,clients can visit the sargassurn information page on the TDC website
MEETINGS TRADE (REACTIVE)
Sargassum is a naturally occurring,seasonal seaweed that may appear along some shorelines in The Florida Keys&Key West,
depending on ocean currents and weather patterns Its presence is localized and changes frequently. Many beaches and
waterfront venues remain unaffected.
Meeting planners with upcoming programs that include beach-based elements are encouraged to:
• Check with venues and/or local DMC partner to confirm current conditions at specific locations
• Explore alternative waterfront or indoor options if adjustments are needed
• Communicate with local hospitality partners,who are proactively managing any affected areas to ensure events continue
smoothly
Importantly,the majority of meetings,group activities,and signature experiences in the destination,such as offshore excursions,
cultural tours,group dining,and wellness offerings remain completely unaffected.
The Florida Keys and Key West continue to offer a compelling backdrop for successful gatherings,with warm hospitality,
vibrant settings,and a wide array of flexible venues.
For current shoreline conditions and planning tips,visit the sarga au inforr'rta ion page on the TDC website
2104
38
LEVEL TWO
ENVIRONMENTAL THREAT: SARGASSUM
ADDITIONAL CONSIDERATIONS :
OWNED & EARNED MEDIA
SOCIAL MEDIA CHANNELS
During periods of sporadic Sargassum accumulation on destination beaches,rework social media posts to showcase non-beach scenes,
other experiences across The Florida Keys&Key West(or show beaches without sargassum,as sometimes there can be an
exaggeration that`all' beaches are piled high with sargassum when it was one beach).
Monitor conversation and sentiment Have prepared,approved responses for prompt community management shared via DMs.
Should social conversation escalate,generating negative sentiment,publicly join the conversation with pre-approved responses to
provide balance to the issue.
VFK W EBSITE
Update existing tbQ s@r a-,-mm info linked from the homepage of the TDC website.
PAID MEDIA
Should not be impacted,but Visit Florida Keys&Key West's paid media plan can be reviewed if a lot of attention paid to this topic
in-state or nationally. If warranted,switch out digital creative showing beaches to other locations/experiences in the destination.
EARNED MEDIA
Monitor coverage of Sargassum issue - locally, regionally and nationally.Use prepared responses for media inquiries that warrant a
response.
Pull back on pitching beach-related experiences(depending on coverage/attention),and upweight unique events,marine
conservation,wellness,culinary and history/heritage story ideas.
2105
39
LEVEL TWO
ENVIRONMENTAL THREAT: SARGASSUM
RECOVERY TIMELINE + CHECKLIST
Recovery timelines and actions will vary based on media and online attention.
STEP 1: DAYS 1-3: IMMEDIATE IMPACT + SITUATIONAL ANALYSIS
• Identify specific beaches/waterfront parks/public access points to the water impacted by Sargassum.
• Coordinate with local municipalities,DACs and industry partners to understand cleanup progress and ongoing needs
Confirm responsible clean-up agencies by DAC(city,county,state, private sector/industry).
• FDOH /NOAA evaluates health and safety:air quality/odors,water access restrictions at impacted areas.
• Create/update FAQ for visitors and the industry.Establish"clean beach" alerts with participating municipalities or
partners to help guide visitors(if needed).
• Prepare holding language for stakeholder emails and media inquiries.
• Coordinate messaging with Visit Florida and/or other affected Florida DMOs for a unified tone.
• Flag misinformation online and correct.
STEP 2: DAYS 4 - 7 OPERATION'RESPONSE + COMMS READINESS
• Update existing sa Wassum information page on the TDC website with link from homepage as needed. Page can
include a map or a list of affected and unaffected beaches as well as updates on clean up(as long as it's updated
frequently).
• Coordinate messaging with local municipalities,DACs,the tourism industry and other community partners.
• Capture video/images of clean-up crews and unaffected areas for use as needed in communications.
• Provide approved talking points to front-line hospitality staff.
STEP 3: WEEK 2 - POSITIVE MESSAGING + INITIAL RECOVERY CAMPAIGN'
• If the impact of Sargassum is severe across the destination:
• Begin daily media alerts outlining what's still open and not impacted across the destination.
• Use onsite webcams across the destination to share real-time visuals to guide visitor expectations,amplify
on VFK's social channels with paid boosting.
• Encourage destination partners and residents to share firsthand photos of clear beaches using an
approved hashtag.
• Utilize owned and earned media channels to showcase alternative visitor experiences not impacted by
Sargassum across The Florida Keys&Key West.
• Monitor media daily and develop and utilize approved messaging to respond to negative coverage and
journalist inquiries.
2106
40
LEVEL TWO
ENVIRONMENTAL THREAT: SARGASSUM
RECOVERY TIMELINE + CHECKLIST
Recovery timelines and actions will vary based on media and online attention.
STEP 3 (CONT): WEEK 2 - POSITIVE MESSAGING + INITIAL
RECOVERY CAMPAIGN
• If the impact is minimal across the destination:
• Monitor for new accumulation points and successful cleanup activity to keep the microsite updated.
• Use onsite live webcams across the destination to share real-time visuals to guide visitor expectations.
• Monitor media daily and develop and utilize approved messaging to respond to negative coverage and
journalist inquiries.
STEP 4: WEEKS 3-4: ONGOING REPUTATION MANAGEMENT + BAU
• Resume business as usual (BAU)marketing activity if halted.
• Continue to monitor social media sentiment and editorial coverage for lingering misconceptions Correct as
needed with approved messaging.
• Sustain visitor confidence with the ongoing paid amplification of real-time footage of web cams across the
destination from Visit Florida Keys&Key West's social media channels.
STEP 5: WEEKS 4 - 6: EVALUATIONS & LEARMNGS
• TDC/partner debrief to evaluate effective communication efforts Keep a key learning list.
• Update Sargassum response templates,checklists,and FAQ language.
• Archive all content and assets developed for future use.
• Measure engagement,sentiment and conversion metrics from recovery campaign activities if needed.
2107
Al
For each situation,TURNER will provide real-time traditional and online media reporting that includes links to articles and online
sentiment,as well as strategic guidance on media relations response/messaging;our measurement practices adhere to the Barcelona
Principles OMG will monitor social media and share activity,sentiment and response recommendations Sample media reporting from
the recent road closure due to the brush fires below:
NEWS COVERAGE
Sample below- real-time and flagged via email for trending stories.
Date Outlet Outlet Type Alrklicle Impressions Florida Keys Mention
5/8/25 Boca News Now Online Il lorl&(Keys,Burrn!ngl ll'L"ipor llarn&In,C!n.ru Closed 217,492
5/8/25 CBS News Miami Online "r,rowaing,hrush lyre i nipacu,truuel l i Honda i„Keys 43927397 Q
6:ccg,.t2[12Eid,au Il(@Vf nut 2ffpi1 C,rrnl[eMretch and Card SOLInd IRoad shulll down„Hurt^tO
5/8/25 CBS News Miami Online hrUSh tier" 43927397 Q
5/8/25 CBS News West Palm Beach Online Ise 18 IIhKvleSrrefish oulll of HondaKeys 1024023
5/8/25 Islander News Onlllne RVUSlrlirrdos,,srcrid!oadirip into Ihur^Illoili ,llKcys 78801 Q
5/8/25 Local 10 News Online gi vwb Ih,lu.l€ig hr usl i l'n v III hurur luvo-st ll`Li nrnir-ItsA,; 1100933
C eymreorrr^rrarrrrr"crevrw:uryllrap.crrur,;ru "i!rrsrslrf(re 3„676,949 0
5/8/25 Miami Herald Onlllne cnmrr ran"irtr�i¢rll rk ll!ra^K,
5/8/25 Yahoo!News Online— 48,118,472
5/8J25 NBC Miami Online— aw.gar!nil„in and esrt of Floridalor Key„, 882144
'Kr'il stllrs hs��nrrrs[n�IVlliair°rnl-I'laUls,sll ran�clsKlrleaa.l,..,
4! u� Sound RourL,IUisruplllrugll,'I,orid"i Key`..
INrwr,lr II i rr I„urea^��ilo,,y,!rr Ltl V g Iwola^'ell rr t slr ,i id Card Sound
5/8/25 The Tampa Free Press Online Traffic 63,259
WPLG(Local 10) Online IfDlwrslntlrr^a;un,rirrrrruYsruallsrwrbrttrrsifhie9curoul(`ruin9C'r4'r!rsrict"nW.cY+,ri,ojK1]crrial Clt,,y,+, 1100933
V.,sL icros,L,s""' ),m.
Il�iwrrwlrlirrrrusbakraukrllwmi;p,mrillr"iclr"kr�;Ce¢rs¢rr,irl � rroral°iuMrru„uaf,yrcrrriui;I,wull!` I,
5/8/25 WSVN Miami Online (,turd SOLInd Runal dosed 903,413
5/8/25 WPBF News(ABC) Online IlNew✓,'Iaa Goo "Illy 9,)0)5 256817 0
5/9/25 CBS News Miami Online Knrd+own°iclllrcrualllta^onaiiwnslltrras!rllira^Conti riiuoS 43927397 a
SOCIAL DASHBOARDS
Sentiment Trend Sentiment Breakdown
Last{.iCi....days Lasq 90 days
Positive 11.1
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r i Nleygatatre 25.5'
Nleutral 63 9tro
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Tope IPubficatio s with Sentiment
Last 90 days
Sentiment by Source Type
Larl 90 days New, 101010111111111111111111111111111111111111111111111111111101011011111111111111111111111111111
AOL ,,,,,,,,,,,,,,,,,,[=[%/7%prU1DpIP0%/
tau11 ""plip"plim ,,,,,,,,,,, IFOx'r,NV.w: IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIiiiiiiiiiiiiii?iiii,,,,,,,,,,,,,,,,,,,,;;;;;;;;r
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2108
FWadi x F'—ms BloM7. Blu sky Aunriew, Nnrwrs
42
POST CRISIS EVALLIAT10N FORM
Debriefing after a crisis or emergency is essential to evaluate the effectiveness of the communications program,i.e.what worked,
what didn't,did our avenues of communication reach stakeholders,media or social media reaction and how to improve future
response strategies.
SAMPLE POST-CRISIS DEBRIEF EVALUATION FORM
FOR COMMSTEAM
Situation Overview Timing&Coordination
• Issue/Emergency/Crisis with Alert Level 1,2,3 or 4 Were we able to swiftly update communication as the
(name/duration of crisis): situation evolved?any bottlenecks to improve?
• Cause of the situation: Did internal teams work together effectively (TDC,agency
• Has the situation been resolved or is it an ongoing issue: partners) i.e. roles clear?decisior►•making swift?
• Perceived or verified impact on tourism:
Lessons Learned
• Which parties did we work with during this situation?MCEM,
NWS,FDOH,Municipalities,Sheriff, Fire,etc. What worked well?
• Key learnings from chain of comms/needs for next What didn't work and why?
situation: What can we do different?
• Did we save all content and assets for future use in shared
Communications Objectives
file?
• What were our key communications goals i.e, public safety, Do we need to update our crisis plan i.e. different parties,
minimizing media coverage of an issue,reputation new contacts,platform,messaging.
management,minimizing cancellations?
Audience&Messaging
• Who were our key audiences for this situation?(tourism
stakeholders,visitors,media)
• Did we tailor messaging effectively for each audience?
• Were we transparent without causing alarm?
• Were we proactive with recovery messaging/ plans?
Channels&Tools
• What communication channels were used and evaluate
effectiveness by platform (website alerts,email,text, press
releases,social media,media interviews)?
• Discuss summary of media relations and social media
monitoring i.e.sentiment,misinformation,tone.
• Did stakeholders receive important messages?
2109
43
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