Founding Partner
The Donovan Group
In times of crisis, school district leaders can serve as a steady presence for their communities. While this responsibility is demanding, communicating effectively can help your district respond to a difficult situation and start the healing process afterward.
Through strategic messaging and a composed approach, educational leaders can provide the clarity and direction their communities require during challenging times. Below are some tips to make this happen:
Only share verified information
In the immediate aftermath of a crisis, resist the urge to speculate or provide unconfirmed details. Limit your communication to facts that have been thoroughly verified.
When information remains under investigation or unavailable, acknowledge this directly. Say something like, “We are currently working to gather additional information and will provide updates as they become available.”
Maintaining this strict adherence to confirmed facts establishes credibility and prevents the sharing of potentially inaccurate information.
Reassure your community
Your community requires both information and reassurance during crisis situations. Emphasize consistently that student and staff safety remains the district’s number one concern.
Although complete answers may not be immediately available, demonstrating composed, decisive leadership and describing concrete steps being taken to ensure safety will provide meaningful reassurance to your community and reduce the stress or anxiety they may be feeling.
Be clear and professional
Effective communication during and after a crisis requires straightforward, accessible language. Maintain a calm, measured tone regardless of the emotional intensity surrounding the situation. A steady demeanor conveys competence and control, helping to alleviate community anxiety.
While specific details of your message may fade, community members will retain lasting impressions of your leadership presence and composure.
Develop key messages
Rather than attempting to address every aspect of a complex situation, identify three to five key messages that capture the most essential information. Document these points and rehearse their delivery. Regardless of the questions posed by reporters or community members, these key messages should serve as touchstones throughout your communication.
Maintain transparency and honesty
Admitting uncertainty is often a sign of integrity. When information is unavailable or still being determined, state this directly rather than speculating. In fact, attempting to provide answers beyond your current knowledge base can significantly damage credibility and trust.
Educational leaders who demonstrate honesty—particularly when facing difficult questions—tend to earn lasting respect from their communities.
Provide consistent updates
As new information becomes available, communicate it promptly through multiple channels. Even brief updates serve an important function in maintaining community trust and preventing the spread of misinformation.
Use email notifications, social media platforms, the district website, media statements/news releases, and other available communication tools. Consistent, regular updates reinforce your commitment to transparency and keep your community as informed as possible.
The manner in which educational leaders communicate during tough situations carries significant weight and can help a community recover after a crisis. By adhering to these principles, school district leaders can fulfill their essential role as trusted sources of information and stability at key moments.
Joe Donovan is the founding partner of the Donovan Group, an award-winning school district communication, marketing, and public relations firm that focuses exclusively on public education. The Donovan Group provides 24/7 crisis communications services to MASA members free of charge. Learn more at www.mnasa.org/crisis-communications-services.
