Managing a public relations crisis in a public school district requires careful planning, quick action, and clear communication. We offer a one-hour on-demand class for school leaders to learn general PR best practices, but crisis management is much more complex, and the stakes are higher. Crises can range from safety incidents, to issues with staff, to controversies over policies.
We also offer a half-day training class for school administrators on PR best practices, where crisis management is covered extensively. For your enrichment purposes, here are some best practices for public relations crisis management in public school settings:
- Preparation is Key:
- Crisis Management Plan: Have a comprehensive crisis management plan in place that outlines protocols for different types of crises. This should include a communication strategy, key contact lists, and predefined roles and responsibilities.
- Training and Simulations: Regularly train staff and crisis management teams on their roles during a crisis. Conduct simulations to ensure readiness.
- Quick and Accurate Communication:
- Rapid Response: Time is critical in a crisis. Aim to acknowledge the situation publicly as soon as possible, even if it’s just to say that you’re aware of the situation and are gathering more information.
- Transparency: Be as transparent as possible with what you know, what you don’t know, and what steps you are taking to resolve the crisis. Avoid speculation. Be prepared to release documents, reports and public records with legal redactions.
- Accuracy: Ensure all information released is accurate. Incorrect information can damage trust and credibility.
- Use Multiple Channels:
- Communicate through various channels to reach all stakeholders effectively. This includes press releases, social media, emails to parents and staff, and the school’s website.
- Consider the audience on each platform and tailor your message accordingly while maintaining a consistent message across all channels.
- Empathy and Sensitivity:
- Show empathy and sensitivity in all communications. Acknowledge the feelings and concerns of students, parents, staff, and the community.
- Personalize responses when possible, especially when addressing the concerns of affected individuals or groups.
- Manage Social Media:
- Monitor social media for mentions of the crisis. This can provide insights into public perception and areas needing clarification.
- Engage on social media carefully, providing updates and corrections to misinformation as needed.
- Engage with Media:
- Designate a trained public information officer to handle media inquiries. This person should be knowledgeable and able to communicate effectively under pressure to provide background and logistical information to the press.
- Provide regular updates to the media and be available to answer their questions to control the narrative and reduce speculation.
- Be willing to go on camera!
- Post-Crisis Analysis and Communication:
- After the crisis, conduct a thorough analysis of the event and the effectiveness of the crisis response. Identify lessons learned and areas for improvement.
- Communicate with stakeholders about the findings and what steps are being taken to prevent a similar crisis in the future.
- Consider an administrative review or outside investigation if needed.
- Legal Considerations:
- Consult with legal advisors to understand the legal implications of the crisis and ensure that communications and actions comply with laws and regulations.
- Community and Stakeholder Support:
- Work with community leaders, parents, and other stakeholders to rebuild trust and support for the school.
- Consider holding public meetings or forums to discuss the crisis and recovery efforts directly with the community.
Implementing these practices can help public schools manage crises more effectively, mitigate damage, and maintain or rebuild trust among students, parents, staff and the community.