Effective crisis communication is crucial for schools. Whether it's a school shooting, a natural disaster, a staff member under arrest, or any other situation that a public school can face, how you communicate during a crisis can build -- or erode -- your community's trust.
In this blog post, we will share tips and resources for effective crisis communication, drawing from the expertise and experience of Lyme House Creative.
Be Prepared:Although you can't foresee every catastrophe, the key to effective crisis communication is preparation. Develop a crisis communication plan that outlines roles, responsibilities, and communication channels.
Gather a list of key contacts with their phone numbers and keep them with your plan. Assemble a crisis communication team who can lend a hand if need be. Brainstorm potential crises and create pre-approved messaging templates to save time during an actual crisis. Remember: Your usual spokesperson may be unable to help. Share your crisis plan with others who can step in.
Practice:
Work through potential crises during tabletop exercises. Choose common scenarios -- a bus accident, extreme weather, a school shooting -- and schedule an exercise each month. Consider involving local first responders.
Act Quickly & Be Transparent:
The first three rules in Hennes Communications' Damage Control Playbook are Tell the Truth, Tell It First and Tell It All.
In a crisis, time is of the essence. Seconds after a lockdown at school, rest assured that students (and some staff) are already texting and posting the news -- even before the full story is known.
Respond promptly to the crisis, acknowledging the situation through your usual communication channels and provide updates as necessary. Delayed or inadequate responses can lead to speculation.
Honesty and transparency are essential. Provide accurate information to the public, even if it's not favorable.
Choose the Right Spokesperson:
Designate a spokesperson or -persons who can effectively convey your message. This will be a tough job in the midst of a crisis; this person should be calm, confident, and able to handle media inquiries with poise.
Like other preparedness drills, it is wise to train a spokesperson in advance to ensure they are prepared. Consultants like Anthony Huey from CommunicateClearly.com offer mini-sessions on tactics for on-camera interviews and speaking with the media.
Tailor Your Message:
Craft your message to address the specific crisis at hand. If you don't know the answer, say so. Show empathy and concern for those affected, and provide clear instructions or guidance. Avoid using jargon or technical terms that may confuse your audience.
Utilize Multiple Communication Channels:
During a crisis, it's important to reach your audience through your usual communication channels: all-call systems, email updates, school websites, social media, etc. Your school website may have a "dark" feature that hides all other webpages except for a news update page. Monitor social media platforms for mentions and respond promptly to address concerns.
If you are dealing with an on-going crisis, make sure to let your families and the media know when the next update is coming, and stick to that time, even if you have nothing new yet to share.
If staff members are manning the phones, provide them with scripts with key information that has been approved to share.
Monitor and Respond to Feedback:
Crisis team members should monitor and listen to feedback from your audience and address concerns. Engage in two-way communication by responding to comments, messages, and inquiries.
Learn from the Crisis and Update Your Plan:
After the crisis has been resolved, conduct a thorough review and analysis. Identify areas for improvement in your crisis communication plan and make necessary adjustments. Learning from past crises will help you better prepare for future incidents.
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