Communicating During a Crisis School-Site Crisis Communications

What is a Crisis? Management through communication Crisis Communication Plan Response Lessons Learned/Evaluation

What is a “School-Site Crisis?” Any incident or situation, real or rumored, that is likely to have an impact within or outside the school or school district An event over which you have little control, but can exert control over with planned action Threatens the district’s image or reputation

Types of Crises Student-related Staff-related Transportation Communicable diseases Natural disasters

Goals of Crisis Communications To keep people informed while attempting to: Maintain privacy of students and staff Minimize disruption to the educational process Avoid compromising investigations or emergency procedures

Communication – The Foundation for Crisis Management Understand the key role communication plays School leaders are expected to act and restore order Response in the first 24 hours sets the pace Develop relationships with other agencies

Crisis Communication Plan Mitigate vulnerability to avoid crisis Team Roles Scenarios Anticipate communication obstacles Draft key messages, Q & A Practice

Strategies and Tactics Develop a media policy and stick to it Designate a spokesperson Be prepared, be honest, be brief Set short & long term goals to disseminate information Develop key messages and stay with them New media makes everyone a reporter There is no such thing as “off the record”

Evaluation Say “Thank you” Reconvene the crisis team to evaluate Review causes, responses and outcomes Learn from the experience Anticipate “triggering events”

A Final Word… Communication is a year-round activity Remember: You can’t hide anything You shouldn’t hide anything Honesty is still the best policy