When something goes wrong, minutes matter. A clear plan protects students, staff, and your reputation. Here’s a simple framework any SLT can adopt in an afternoon.
The first step in effective crisis communications for education is to clearly define roles and establish a contact tree. Knowing who is responsible for what can significantly streamline your response time and ensure that nothing falls through the cracks. In your plan, designate key roles such as the Crisis Coordinator, Spokesperson, and Liaison Officers for parents, staff, and media. Each role should have a clear set of responsibilities and understand who they need to report to.
The contact tree should outline the hierarchy of communication, ensuring that everyone knows who to contact in various scenarios. This tree typically starts at the top with the Headteacher or Principal and branches out to include all relevant staff. Make sure to include external contacts such as PR agencies or legal advisors if needed. This structured approach ensures that all team members are on the same page, reducing confusion and enhancing efficiency.
Holding statements are pre-prepared messages used to acknowledge a situation while you gather more information. The tone of these statements should be calm, reassuring, and transparent. It's crucial to have a few templates ready for different types of crises, whether it’s a safety incident, a misconduct allegation, or a natural disaster.
A good holding statement should cover the basics: what happened, what is being done about it, and when more information will be available. For example, "We are aware of the situation and are currently assessing the details. Our primary concern is the safety and well-being of our students and staff. We will provide an update as soon as more information is available." This approach helps to manage the narrative and prevents misinformation from spreading.
Once you have your holding statement, the next step is to sequence your communications effectively. Start with internal communications to staff, ensuring they are fully briefed on the situation and the holding statement. This prepares them to handle any immediate questions and ensures cohesive messaging.
Following staff, communicate with parents. Parents should hear from the school directly rather than through media or social channels. Use multiple platforms to reach them, including emails, text messages, and phone calls if necessary. This builds trust and keeps parents informed.
Finally, address the media. Provide them with the holding statement and any additional information you can share at that time. Be prepared to answer questions but stick to the facts and avoid speculation. This structured sequencing ensures that all key stakeholders are informed in the correct order, maintaining control over the narrative.
In today’s digital age, social media can be both a blessing and a curse during a crisis. It allows for quick dissemination of information but also the rapid spread of misinformation. Assign a team member or an external agency to monitor social media channels actively. This involves tracking mentions of the school, the incident, and key personnel.
Respond to misinformation quickly and politely. Use the holding statement as a base for your responses and direct individuals to official updates. For example, "We understand there is concern regarding [issue]. Please refer to our official channels for the most accurate and up-to-date information." This helps to quash rumors and ensures that the correct information is being circulated.
Once the immediate crisis has been managed, it’s essential to conduct an after-action review. This involves gathering all key players to discuss what happened, what was done well, and what could be improved. Document everything and update your crisis communication plan based on these insights.
An after-action review should cover all aspects of the crisis, from initial detection to final resolution. Ask questions like: Were roles and responsibilities clear? Did the contact tree function effectively? Were holding statements adequate? How well did we manage social media? This reflective process helps to strengthen your plan and prepare for future incidents.
Even well-managed crises can leave a dent in your institution’s reputation. Long-term reputation repair involves proactive PR and consistent communication to rebuild trust. Share positive stories and achievements through media channels, newsletters, and social media. Highlight the steps taken to prevent similar incidents in the future.
Engage with your community by hosting forums or Q&A sessions where stakeholders can voice their concerns and receive reassurances. Transparency and continuous improvement are key. Demonstrating that you have learned from the crisis and are committed to better practices helps to restore confidence and bolster your institution’s reputation.
By adopting these steps, your school can handle crises more effectively, protecting your students, staff, and reputation. For a more detailed guide, download our Crisis Comms Playbook (free template) and ensure your team is prepared for any situation.