school district crisis communication: the basics
DESCRIPTION
Over the years, the Donovan Group has worked with hundreds of districts across the country on various crisis communications efforts, from the merely embarrassing to the truly tragic. In this session, Joe Donovan will discuss his process for assessing the need to communicate, relaying key information quickly and handling sensitive situations.TRANSCRIPT
Crisis Communications: The Basics
Joe Donovan
Crisis Communications: The Basics
When it comes to communicating during a crisis, the key is to first ask
the right questions.
Crisis Communications: The Basics
There is no definition of crisis.
Our focus today is on best practices to address all types of crisis situations.
Crisis Communications: The Basics
In the first section, we will start with a difficult question…
How to assess the need to communicate during and after a
crisis.
Crisis Communications: The Basics
In the second section, I will explain how I communicate critical
information after or during a crisis.
How to communicate key information.
Crisis Communications: The Basics
In the third section, I will outline some ways to deal with one of the most challenging aspects of crisis
communications…
How to handle sensitive situations.
Crisis Communications: The Basics
Most communications errors are made because all of the knowable facts
are not assembled.
Write everything down with times.
Crisis Communications: The Basics
Get as many facts as quickly as you can.
Get the who, what, where, when and how. Be as specific as possible.
Crisis Communications: The Basics
Get help if you need it.
Assessing the need to communicate
I believe there is a “communication hierarchy” that includes…
• The local police • Involved parents• Involved staff • The school district’s attorney• School board members• Parents in the school• Staff in the school• Other district parents• Other district staff• Other community members• The media• The Department of Public Instruction• Your key communicators network
Assessing the need to communicate
The critical questions…
•Who do we need to contact this minute?
•Who do we need to contact in the next ten minutes?
•Who do we need to contact in the next half hour?
•Who do we need to contact in the next hour?
•Who do we need to contact in the morning or later in the day?
•Who do we need to contact in the next two days?
Assessing the need to communicate
But… What if no one will find out?
Assessing the need to communicate
Appropriately communicate more than you need to.
Assessing the need to communicate
Who owns your news?
When it involves the authorities, the answer is often: not you.
Assessing the need to communicate
Get to know your local chief of police.
Assessing the need to communicate
Have a crisis call list.
Assessing the need to communicate
Practice responses to various mock scenarios and first-tier
communications.
Assessing the need to communicate
Stress test your first-tier communications.
Communicating key information
Line up your team.
If the situation is severe, designate someone to be in charge of second-
tier communications.
Communicating key information
Create a public key-facts document.
I find that it is often helpful to have a simple fact sheet that is created with
all of the facts that were recorded and communicated earlier.
Communicating key information
Restrict access to the building.
Keep the disruptions that come from the crisis to a minimum. Do not
allow reporters into your school after a crisis and do not allow them onto
your property.
Communicating key information
Counsel students and staff.
Inform staff and students that while they have the right to speak with the
media, they also have a right to refuse.
Communicating key information
Avoid “crisis paralysis” by developing a key messages
document.
This document will form the basis of all of your communications.
Communicating key information
Before communicating, consult with your attorney and, if
appropriate, local authorities.
Stay connected with your team and board members.
Communicating key information
Determine in advance who you will connect with various
stakeholders in crisis situations.
Let them know your intentions.
Communicating key information
As soon as possible, begin writing parent letters, website copy,
talking points and other documents.
Communicating key information
Staff members are your largest and most credible group of
spokespeople.
Keep them informed.
Communicating key information
You are more likely to get into trouble by saying too little rather
than too much.
Communicating key information
When you feel like hiding from the media is probably when you should be speaking to them.
Communicating key information
You must own your district's media coverage.
Communicating key information
• Always return media calls as soon as possible
• Never, ever lie. Not even a little.• More information is better than less
information.• When providing information, always
provide context.• There is nothing “off the record.”
Communicating key information
On the record that means everything you say can be quoted.
On background means you are providing information that can be
attributed to you, but you will not be quoted directly.
Communicating key information
If necessary, schedule a news conference.
A news conference can be used to clear the air if there is a major crisis
situation.
Communicating key information
Monitor the news.
It is important to correct misinformation, even if it is a minor
error.
Sensitive situations
There will be many times when you cannot say all that you want
to say.
Sensitive situations
Well in advance of a crisis situation and on a regular basis, tell your
champions that there will be things that you can’t say
publically in the name of student confidentiality.
Communicating key information
Rules of Crisis Communication
(1) Provide facts. Do not speculate.(2) Stay on message.(3) Communicate more than necessary.(4) Stay ahead of the story.(5) Keep disruptions to a minimum.(6) Take care of yourself.
Crisis Communications: The Basics
Joe Donovan