Summary: 

Listen to our longer Season 3 podcast episode on communicating in a crisis. 

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Episode Transcript

Welcome to the SchoolCEO Podcast. I’m your host, Eileen Beard. You can’t create a complete longterm communication plan without planning for crises. Developing a crisis communication plan is one of the most critical roles of a school communicator. Whether you're facing a weather emergency, security threat, or unexpected incident, having a solid plan in place can help prevent chaos. And when you're dealing with children's safety, emotions run high and misinformation spreads fast. SchoolCEO actually released an extended episode on crisis communications in Season 3 which I’ve linked in the show notes. But today, let’s go over an abridged version. 

The first stage of building a strong crisis response begins with the “who” and the “how.” Who makes decisions and how information is shared internally, then who crafts messages. 

At the same time, create your communication channels inventory. List every way you reach families: email, text alerts, social media, your website, local media contacts, and even robocalls. Then decide who disseminates those messages on each channel.

The second stage is of course crafting these messages. Let the three C’s guide you—clear, consistent and compassionate. Clear means using simple language. Avoid education jargon and be specific about actions you're taking. Instead of "We're implementing safety protocols," say "We've secured all buildings and students are safe in their classrooms."

Consistent messaging across all platforms prevents confusion. If your email says one thing and your Facebook post says another, you'll provide an opening for misinformation which can lead to panic. Consistency also means updating stakeholders frequently in an ongoing crisis. Establish a rhythm for updates – every 30 minutes during active situations, for example. It's better to send messages even when you have no new information—confirming you're monitoring the situation and will provide updates—than to send nothing. Stakeholders will asume the worst about the situation and will assume you’re doing nothing to address it. 

Compassionate communication acknowledges that parents are scared before any information is shared. Show you care first, then provide details about the situation and your response. One crucial element: always end messages with clear next steps for parents. Should they pick up their children? Stay away from campus? Monitor their email for updates? Don't leave parents guessing. Giving them action steps and making them feel like they have some agency in an emergency will help calm them. 

The third stage is preparation and practice. Create a crisis communication kit that's accessible even if you can't get to your office. Develop template messages for common scenarios. Having the structure ready saves precious minutes when every second counts. Also include contact lists, social media passwords, and key phone numbers. Store copies in multiple locations and with multiple team members.

Test your emergency alert systems regularly – there's nothing worse than discovering your mass notification system is down during an actual emergency. While schools should already be running drills to test safety procedures, you will also need to run drills of a different kind with your comms team and leadership—really anyone involved with communicating a crisis. Roleplay different crisis response scenarios with these staffmembers. 

Build relationships with local media before you need them. When crisis hits, these reporters will be more likely to work with you rather than against you because they already know and trust you.

And don't forget about internal communications. Presumably you’ve already established how information will be shared internally when you answer the who and how—the foundation of your plan. Now establish clear protocols for what information staff can share and when. Teachers, especially, are often the first people parents go to for information. 

Finally, plan for the aftermath. Crisis communication doesn't end when the immediate danger passes. You'll need follow-up messages, possible community meetings, and strategies for addressing ongoing concerns or rumors. If you are at fault, admit it and share how you will improve going forward. 

Having all of these systems in place before you need them reduces stress and improves your response quality. But here’s another tip: Let your stakeholders know about all the preparation you are doing and all the systems you have in place in the event that a crisis should occur. This will help head off some of the negativity that might arise in a stressful situation. 

Thanks for joining me.