Need to work on a Crisis Communication report. You  have been hired to determine whether a communications team was successful in addressing and handling a crisis. Your duty is to study how the communications team handled the crisis, and to provide recommendations on how to face a crisis of this nature in future. 

Scenerio

The situation involved The Bank of Montreal. In January of 2020 an Indigenous grandfather named Maxwell Johnson went to a branch to help his granddaughter Tori-Anne open her first bank account:
 - The native elder thought his appointment at the Bank of Montreal would be routine.
 - He'd been a customer at the branch since 2014 and wanted to open an account for his 12-year-old granddaughter so he could transfer funds to her electronically when she was on the road for basketball games.
-  But at the meeting an employee questioned the identification he and his granddaughter presented.
 - "She said the numbers didn't match up to what she had on her computer," the elder said from his home in Bella Bella, a Heiltsuk community located on B.C's Central Coast.
 - The man and his granddaughter were using government-issued Indian Status cards, his birth certificate and her medical card. He said the employee became suspicious and went upstairs with their cards.
 - He believes the employee might have been suspicious because he had $30,000 in his account — an amount members of the Heiltsuk nation received in December from the federal government as part of an Aboriginal rights settlement.
- He says the employee then told them to come upstairs to retrieve their identification. Not long after, they saw police walking toward them.
- "They came over and grabbed me and my granddaughter, took us to a police vehicle and handcuffed both of us, told us we were being detained and read us our rights," the man said.
- The elder says when he saw his granddaughter in handcuffs, crying, he was heartbroken.
 - "You can see how scared she was ... It was really hard to see that," he said.
 - The man says he believes he was racially profiled.
-  The Vancouver Police Department corroborated the elder's account of what happened. A police spokesperson detained them after claims from BMO that he and his granddaughter were committing a "possible fraud" that was in progress and identified the two as suspects.
 "It was determined that there was no criminal activity and no fraudulent transactions," the spokesperson said. Both were released within the hour and, according to the elder the officers immediately apologized.
 But when contacted by the media about the story after the elder contacted the press, the Bank of
Montreal didn't initially comment on the situation. It took them two days to formally respond.
  In the bank's response the spokesperson said it was a mistake for the branch to call the police on this grandfather and his granddaughter.
 "Although there were some mitigating circumstances, they do not excuse the way in which we handled the situation," the bank said in a statement to local media.
 A BMO representative said, "mitigating circumstances" would include not having proper identification and added that the employee's actions have "been addressed."
Four days later, BMO sent the local media another statement apologizing to the public and Indigenous communities.
 "We value our long and special relationship with Indigenous communities. Recently, an incident occurred that does not reflect us at our best. We deeply regret this and unequivocally apologize to all. We are reviewing what took place, how it was handled and will use this as a learning opportunity. We
understand the importance and seriousness of this situation at the highest levels of the bank."  It also posted the statement to social media.
 The National Chief of the Assembly of First Nations meantime said in a tweet the AFN is demanding answers from the bank.
 "The AFN has reached out to @BMO to express our deep disappointment and the need to set better standards for their employees. I urge @BMO to publicly state what they plan to do to address this to ensure it doesn't happen again," the tweet from national Chief Perry Bellegarde read.
 The elder wasn't satisfied with the response and made a complaint to both the Police Complaints Commissioner and to the B.C. Human Rights Tribunal.
 The next day the CEO of the Bank of Montreal made a statement and promised action.
 He said BMO Financial Group is establishing an advisory council of Indigenous leaders from across the country after the incident.
 BMO CEO Darryl White said the customer was "not treated with respect or trust."
 "He entered our branch to open an account for his granddaughter and they were escorted out by police," he said in a statement. "This is unacceptable."
 Eight people have been appointed to the advisory council and BMO says it will be expanded from its initial membership to represent more First Nation, Metis and Inuit communities.
 White said its employees have difficult jobs that sometimes require them to make important decisions based on incomplete information, but the decisions made in this case were wrong.
 "The vast majority of the time we get these decisions right," he said in the statement. "This time we didn't. I - and our entire organization - unreservedly apologize for what happened. We simply should not have called the police, regardless of the circumstances."
 He said the bank is also introducing new training in partnership with Indigenous leaders for its senior leadership across the country and is accelerating training for all its employees in response to the Truth and Reconciliation Commission's call for more education on the history of Indigenous Peoples.
 "People are disappointed and angry with us, and I don't blame them," White said. "I recognize apologies alone are not enough. The buck stops with me. I know we have to do better, and we will do better. Creating this council is an important step."
 The fallout of this situation continues. Johnson reached at settlement with the BMO in May of 2022, and reached another agreement with the Vancouver Police in October of 2022. The settlement Mincludes more training for bank employees and police officers that will wrap up in 2024.

 

Answer the following questions in  report;

Stakeholder/Public Analysis:
 Identify all of the stakeholder groups that were affected or potentially impacted by the issue. This is here are work on identifying target audiences in SMC comes in to play.
 Choose one of these groups (any except the media) that you determine was or had the potential to be the most impacted by the issue.
 Determine whether this group was supportive, non-supportive or a mixed blessing when the crisis occurred and whether that status changed as a result of the communications response.
 Determine if this public was addressed/responded to appropriately by your organization. Did the response mitigate the crisis for the target or not and why?
 Justify your choice of target public and ensure you demonstrate your understanding of this stakeholder group, as well as your understanding of PR, in your explanation. Use data and facts to support your diagnosis. For example, if you choose a community group or activist group, actual research to find out more about them. Just saying "community members" or "activists" is not enough.