THE CHALLENGE — CRISIS PLANNING BUCKS COUNTY MALL
The Oxford Valley Mall is a super-regional mall in Bucks County, Pennsylvania. Home to more than 150 stores, it is visited by 10 million shoppers annually. As if online shopping and the erosion of business at brick-and-mortar stores weren’t enough of a challenge for shopping malls, the task of maintaining public safety continues to grow. Furia Rubel, therefore, led the implementation of a public safety drill, staging a mock bomb threat at the mall. this crisis planning Bucks County drill was a huge success.
OUR DELIVERABLES — CRISIS PLANNING BUCKS COUNTY MALL
The Oxford Valley Mall participated in a mock bomb threat drill as part of a community safety program. The simulation gave area emergency response and security teams an opportunity to hone their skills, rehearse emergency protocols, and to be prepared for rapid response.
Furia Rubel served as the mall’s strategic communication team handling the crisis planning for the Bucks County mall. Furia Rubel’s crisis communications and public relations specialists planned all media management aspects of an emergency drill, including:
- Building media lists
- Developing a communication chain so the mall could effectively communicate with tenants, customers, and emergency management officials
- Issuing media advisories
- Developing and deploying a media kit (which included statistics about the mall, as well as emergency contacts and procedures)
Furia Rubel also secured extensive positive media coverage for the drill itself, with total coverage reaching more than $10,000 in value. The 5.3 million media impressions that the mock threat garnered included television coverage by ABC Action News, NBC News 10 at Five and CBS Eyewitness News. KYW NewsRadio 1060 also devoted significant air time to the drill and featured the event on the station’s website. Additional media impressions included CBS 3 online, the Philadelphia Weekly online and print articles in the Bucks County Courier Times, the Philadelphia Weekly and the Philadelphia Business Journal.
Oxford Valley Mall and Furia Rubel are dedicated to serving the Bucks County and Philadelphia communities and welcomed the opportunity to do so through this emergency preparedness exercise. Other drill participants included numerous local fire and police departments and emergency response teams, the Pennsylvania State Police and Oxford Valley Mall security.