UPS’ response to shootings highlights importance of crisis planning

After deadly gunfire by an employee, the organization issued a response that confirmed facts and offered both condolences and counseling services. Here’s what PR pros should keep in mind.

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On Wednesday, a gun-wielding UPS employee opened fire in one of the company’s sorting hubs in San Francisco, killing three and injuring two more before taking his own life.

The shooting took place at 8:55 a.m. Pacific time in the city’s Potrero Hill neighborhood. By 11:05 a.m., UPS issued the following tweet:

Our thoughts are with those affected by today’s tragic incident at a UPS facility in San Francisco.

— UPS (@UPS) June 14, 2017

The company’s statement confirmed facts that local law enforcement officials had shared and offered the following:

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