Q#4 – Crisis Communication: How can a communications director create a communication plan to effectively address school crises and emergencies?

The first key is to begin building trust before the crises. People want to know who is making these decisions, and how they will make these decisions.

Secondly, have your crisis communication methods updated and ready. No one wants to export/import the texting list while the school is in shutdown mode. 

Then it’s action time: tell parents what is happening, what they should do, what they should not do, and when they will hear from you again. Even if you aren’t sure if you will have an update at 2 pm, tell them you will communicate around that time, and then send that 2 pm message that tells them what the current status is, if you haven’t wrapped up the emergency situation before then. You may not have all the information needed by 2 pm, but it’s good to reinforce your message.

You also need to be clear in telling parents to not call the school to keep the lines clear, and do not arrive at school to pick-up your child during severe weather, for example. Not everyone will listen to your requests, but it will likely mean fewer calls and appearances. If a parent shows up during severe weather, get them inside and keep them safe. Do not set a precedent of letting some pick-up their child when you have told parents this was not acceptable at the time.

A few other reminders: not everyone is on social media. Don’t rely on it. Social media also is easily accessed by non-parents, which may not be the best in emergency situations. And social media is ripe for public feedback, which may contribute to questions you can’t answer, and criticism you don’t need publicly shared. Parent feedback should be valued, but during an emergency situation it adds a layer of complexity. Address it after the event. So don’t invite it by not posting on social media, when possible. 

Don’t make a habit of texting or robo-calling unless it is an emergency. People ignore or delay reading school emails because the school emails a lot of information, and it’s almost always not an emergency situation.

Here are some good ideas for building a crisis communication plan, though suggestions are everywhere on the internet.

Crisis communication requires trust, and when done well, further builds upon that trust.