The Q Club Tragedy
PHASE 2: ADDRESSING PERCEPTIONS OF SAFETY AND REPUTATION
• Action – Suspending campaigns, updating information resources and supporting community efforts. • Transparency – Clearly communicating what actions were being taken and why, without evasion or deflection. This approach helped reassure the public while also reinforcing internal alignment across local organizations.
As initial coverage began to stabilize, attention turned toward managing the city’s reputation and addressing rising concerns around traveler safety. Emerging Concerns from Visitors Shortly after the tragedy, potential visitors began reaching out with questions about whether Colorado Springs was safe. Some raised concerns not only about the incident itself, but about broader historical issues related to inclusivity in the region. This shift from immediate crisis to long-term perception management required a thoughtful and values-driven response. A Values-Based Communication Approach Four key principles guided the response: • Understanding – Acknowledging the depth of trauma the community and visitors were experiencing. • Validation – Recognizing concerns – whether emotional, practical or reputational – were legitimate.
POST-CRISIS RESPONSE AND ACTIONS
Follow-Through and Policy Changes In early 2023, Visit Colorado Springs fulfilled a public commitment to enhance its inclusivity practices. Staff participated in inclusivity and cultural sensitivity training, and the organization reaffirmed its mission to promote a destination where all feel welcome. Additionally, the incident prompted a reevaluation of the crisis communications plan. At the time of the shooting, no protocol existed for dealing
Destinations International CRISIS COMMUNICATIONS HANDBOOK
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