By: Jennifer Morton
Recently, Mueller Communications was called on to present to the Wisconsin Association of School Boards (WASB) on the topic of crisis communications. From staff misconduct, to controversial speech and from threats of violence to leadership transitions, it’s not “if” your district will experience a crisis, but when. Are you confident that you have the tools and the processes in place to handle a situation quickly and accurately? Clear and empathetic communication is key to reassuring families, maintaining trust and protecting your school’s reputation.
Some communications challenges will unfold over weeks and months, which allows for the development and implementation of a carefully crafted strategy. However, sometimes the issue is unexpected and requires immediate response. In a crisis, your first response is what is remembered the most, and it’s critically important to get it right.
Here are some of the top tips for school crisis communications we shared with WASB:
- Prioritize both speed and accuracy. Staff are talking to each other, and families are talking to each other, but the school needs to be the trusted source of information. As much as possible, let all audiences hear from district leadership first.
- Be transparent. Share everything you can or are allowed to. If you’re not transparent or appear to be hiding things, your audience will see through it. Even be transparent about having little to share due to privacy concerns.
- Lead with empathy. Recognize who and how people have been impacted. You’re not communicating with corporate investors, but families. Cold, calloused and policy-led communications aren’t going to reassure families that you are looking out for the kids.
- Provide clear action and next steps. What are the steps the district is taking to protect students and staff? Will you share more information soon? Who is available for questions?
THE WORDS WE SAY SHOULD BE SECONDARY TO THE ACTIONS WE TAKE TO PRIORITIZE THE WELL-BEING OF STUDENTS AND STAFF.
All of this is hard to do if you don’t plan. That’s why we recommend having a crisis team and crisis plan in place with media protocols, template communications, account information and more. Then, stress-testing your plan to ensure that when you need it, your leadership team is confident in the response.
Interested in learning more about how Mueller supports school districts? Check out our effective communications strategies for schools, and let’s talk!
