Communications in the Face of Crisis Lesley Bruinton Tuscaloosa City Schools

Planning for Crisis of Disaster in the School District Review and update annually the system’s Crisis Management Plan Local schools review and update plans Conducting drills monthly Provide a copy to the Police Department

Collaboration with Emergency Management Check s, TV, fax, and Linc radio Communicate with faculty and staff regarding potential severe weather Monitor weather and system communications for directives

Expectations of Local Schools Check s, TV, fax, and Linc radio Communicate with faculty and staff regarding potential severe weather Monitor weather and system communications for directives

Forms of Communication with Stakeholders School Cast Media Releases Linc radio to administrators s to schools Blogs Facebook Twitter Telephone

Collaborative Partnership with Agencies and Others Collaborate with EMA, TPD and Tuscaloosa County Schools Maintain current information for each such as: List of key contacts Phone numbers addresses Linc phone/radio

Routines During Severe Weather at the Central Office Monitor TV Weather radio Talk with EMA representatives Contact County Schools Share media releases for distribution to parents Decide on dismissal time for students and personnel

April 27, 2011 Beginning at 5:00 AM communicate with: Tuscaloosa County Schools Transportation Department Board Chair Finalize media release and send out Call in to School Cast to students and personnel Talk with team members

Response April 27 Tornado Contact Administrative Team Scheduled meeting at Central Office Meeting at Central Office at 8:00 PM Hear quick assessment of facilities (24) Review school enrollment data Identify where space is available Schedule meeting with impacted principals and principals of schools that will house additional students

April 28 Logistics Meeting Central Office Team and local school principals meet Other Central Office administrators attend –social services, elementary and secondary directors, special education directors, CNP and others Plans were made for assigning students and personnel to schools with space Developed PR strategies for communicating with parents and community stakeholders

April 28 Logistics Meeting Identify the key personnel as contact for various tasks Identify methods of communication to keep in contact with the community, employees, board members and the business world Establish time lines and leaders for continuous communication Determine routines for each impacted schools and the schools sharing facilities

Beyond Tornado Disaster CO team and administrators plan reopening school on May 4 Rationale for reopening school is to get students and personnel back to a routine day Begin to develop a plan of action for handling donations and volunteers who are contacting us through every means of communication Communicate with Board and personnel of date for reopening schools

Partnerships Create mechanism for financial contribution opportunities Utilize contacts to achieve goals

Social Media Update information in a timely, consistent manner

Donations & Volunteers Community leaders identified to man a Donation Center Volunteers organized for operating the Donation Center Established designated phone lines and for donation Center Established special account for receiving financial donations Established website for receiving donations, for continuous posting of information for public

Take Aways Revise and update crisis management plan annually Monitor and communicate with local schools regarding severe weather conditions Include stakeholders who have a key role in your district Inform board members of decisions continuously Establish relationships with community agencies and governmental bodies Utilize effective and open channels of communication Document on a daily basis and back it up

Lesley Bruinton Tuscaloosa City Schools