5 Damage Control Strategies Educational Institutions Can Employ in Times of Crisis
By Kelly Alexander @ItsKDL
@ItsKDL
1. Respond Quickly
If a crisis happens at your school, on your campus, or even in the community but has ramifications or affects members of your school community; you MUST respond as quickly as possible. The key administrators, on-campus and off-campus emergency responders should discuss the initial quick response and establish timely next steps and updates. Key administrators should include the lead communications person and emergency responders should include the lead administrator for campus security- this person should also be in touch with local law enforcement if necessary and include them as appropriate in initial and follow up communications.
2. Be Transparent
It is important to share all available information. If you have information, share it. Even if you feel there’s nothing new, impressive, or enlightening to share, share it, anyone. People want to know what’s happening. Especially if the issue is around safety, a crime, or other important issues. If you can’t disclose information to preserve the integrity of an investigation – say that. If an investigation is ongoing but there are no new developments, say that too.
3. Communicate with stakeholders and the media
Be sure to use the most effective tools at your disposal to communicate quickly, often, and accurately with your community of stakeholders (students, staff, faculty, parents, allies, key influencers). Actively engage with the media to keep them informed. Consider holding a press conference or meeting with reporters or distribution of a statement to get facts to the media all at once to help cut down on a lot of individual requests for interviews. A press conference could allow for individual questions and again cut down on the amount of time you might spend responding to individual media inquiries.
4. Show Empathy
Remember that your school/institution is looking for strong leadership to help them through a crisis. That includes showing empathy. If people don’t feel that you care about the crisis; they won’t believe you are doing to act either. Your reputation can flourish or drown based on the actions you take during a crisis.
5. Show Action and Accountability
It is important to report out to your school/institutional community and follow up on any commitments you made or action items that resulted from this crisis. Often students, parents, or staff will produce a clear list or vision of what they expect or want (sometimes demand) be done following a crisis. Administrators and leaders may have also made some statements or promises of next steps, changes or new policies/procedures that will happen. It is important to report out on any expected actions and show that you are accepting responsibility and willing to be held accountable.
Kelly Alexander is the former Director of Public Relations at American University in Washington, D.C. She is the proud parent of a college graduate and two sons currently in public high school. She has more than 25 years of experience as a professional communicator and has been working for educational institutions since 2004. Ms. Alexander has helped guide schools and colleges through a variety of issues that involved crisis communication including federal investigation of school superintendents, teacher arrests, bananas hung in nooses around campus, student protests of a variety of social justice issues including racism, confederate flags posted on campus, and much more. The schools survived, she survived and you will too. But it is important how well you survive and how you help the community heal, learn and move forward.
If a crisis happens at your school, on your campus, or even in the community but has ramifications or affects members of your school community; you MUST respond as quickly as possible. The key administrators, on-campus and off-campus emergency responders should discuss the initial quick response and establish timely next steps and updates. Key administrators should include the lead communications person and emergency responders should include the lead administrator for campus security- this person should also be in touch with local law enforcement if necessary and include them as appropriate in initial and follow up communications.
2. Be Transparent
It is important to share all available information. If you have information, share it. Even if you feel there’s nothing new, impressive, or enlightening to share, share it, anyone. People want to know what’s happening. Especially if the issue is around safety, a crime, or other important issues. If you can’t disclose information to preserve the integrity of an investigation – say that. If an investigation is ongoing but there are no new developments, say that too.
3. Communicate with stakeholders and the media
Be sure to use the most effective tools at your disposal to communicate quickly, often, and accurately with your community of stakeholders (students, staff, faculty, parents, allies, key influencers). Actively engage with the media to keep them informed. Consider holding a press conference or meeting with reporters or distribution of a statement to get facts to the media all at once to help cut down on a lot of individual requests for interviews. A press conference could allow for individual questions and again cut down on the amount of time you might spend responding to individual media inquiries.
4. Show Empathy
Remember that your school/institution is looking for strong leadership to help them through a crisis. That includes showing empathy. If people don’t feel that you care about the crisis; they won’t believe you are doing to act either. Your reputation can flourish or drown based on the actions you take during a crisis.
5. Show Action and Accountability
It is important to report out to your school/institutional community and follow up on any commitments you made or action items that resulted from this crisis. Often students, parents, or staff will produce a clear list or vision of what they expect or want (sometimes demand) be done following a crisis. Administrators and leaders may have also made some statements or promises of next steps, changes or new policies/procedures that will happen. It is important to report out on any expected actions and show that you are accepting responsibility and willing to be held accountable.
Kelly Alexander is the former Director of Public Relations at American University in Washington, D.C. She is the proud parent of a college graduate and two sons currently in public high school. She has more than 25 years of experience as a professional communicator and has been working for educational institutions since 2004. Ms. Alexander has helped guide schools and colleges through a variety of issues that involved crisis communication including federal investigation of school superintendents, teacher arrests, bananas hung in nooses around campus, student protests of a variety of social justice issues including racism, confederate flags posted on campus, and much more. The schools survived, she survived and you will too. But it is important how well you survive and how you help the community heal, learn and move forward.