Here are five steps school administrators can implement to provide clear and effective crisis communications, before and during an emergency.
STEP 1: Create a Crisis Management Strategy: As a school administrator you must have a pre-established plan that school officials review and update regularly, to ensure procedures and protocols are in place when a crisis strikes.
STEP 2: Designate a Spokesperson: Those best suited for this role include the superintendent, a principal or communications official, to ensure there is consistent messaging and to avoid conflicting information. This person should be available to the media and prepared to answer questions.
STEP 3: Provide Open and Timely Communication: School officials have an obligation to communicate with parents/guardians, students, faculty/staff, community members and members of the media promptly and transparently. Develop and promote an open dialogue.
STEP 4: Utilize Social Media Platforms: A school’s website and social media platforms are great tools and should be used often during a crisis to keep the school community informed in real-time. It’s crucial to post updates frequently and to share safety protocols and resources to help manage the crisis.
STEP 5: Coordinate with the Media: It’s important to build and maintain a relationship with the media. Having an established relationship with media outlets and reporters will help to disseminate information quickly and correctly. In an effort to be transparent, school officials should arrange press conferences, write press releases and allow media conducted interviews to share updates or to clarify any misconceptions and address any concerns.
Learn more in our Public Relations and Crisis Management for School Administrators course.
View our 60 second video: Crisis Communications for School Administrators.