Nearly every school or district leader will need to address a crisis situation at some point in their career. In fact, most leaders find themselves responding to a crisis several times in a given school year.
These situations run the gamut from the merely embarrassing to the truly tragic. Regardless of the details, they require swift, clear, and accurate communication to ensure families, staff, students, and community members remain informed.
When a crisis does arise, a school or district leader will most often learn about it via a phone call, the police, or the news media. Below are three important steps to take when managing a school crisis situation:
1. Gather the facts
Your first step is to gather all the known information about the situation. Get dates, times, locations, and names.
Journalists refer to this as the five Ws: the who, what, where, when and why. Get this information as quickly as you can and write it all down so you can reference it later.
Determine who else knows about the situation and find out if anyone has called the police. If so, get the officer’s name and contact information.
As you gather facts, double-check everything and ask for clarification on any gaps in your information. When you’re comfortable you have what you need, write down the time and date of when you received the information, along with how and who you got it from.
2. Prioritize your contacts
Next, determine with whom you should communicate and when. This can feel overwhelming in the middle of a crisis, which is why it’s helpful to prepare ahead of time.
There are generally two tiers of communication that need to take place during and after a crisis situation. Tier I communications are those that must happen right away. Tier II communications, while still important, can take place in the hours or days after the situation.
Below is a list of individuals and groups with whom you may need to communicate. Determine who you need to reach now (Tier I) and who you can communicate to in the next several hours or tomorrow (Tier II).
- The local police
- Involved parents
- Involved staff
- The school district’s attorney
- School board members
- Other parents in the school
- Other staff in the school
- Other district parents
- Other district staff
- Other community members
- State department of education or public instruction
- The news media
- Your key communicators network (if you have one)
Once you’ve determined to whom you should communicate, consider the following questions to help you determine when you should reach out:
- Who do I need to contact this minute?
- Who do I need to contact in the next 10 minutes?
- Who do I need to contact in the next half-hour?
- Who do I need to contact in the next hour?
- Who do I need to contact in the morning or later in the day?
- Who do I need to contact in the next two days?
Take a deep breath and double-check your list. The people you need to contact this minute and in the next 10 minutes are contacts you will likely make by phone. Make the calls now and keep a record of all the conversations you have.
The people you need to reach in the next half-hour and beyond may involve a combination of phone calls, text messages, and email messages. Keep a record of all communications you send out.
3. Line up your team
Every school or district leader should have at least one other trusted colleague who can assist in managing a school crisis situation. Ideally, this would be 3-4 people who can be ready to help right away.
Specifically, these are people who can help with the Tier II communications noted above. They may help draft letters to parents and staff and field calls from the media.
Having trusted colleagues ready to assist with managing a school crisis situation is critical for two reasons. First, Tier I communications tend to take up a lot of time. This is especially true if you must work with the police. You may find yourself tied up on the phone, preventing you from moving forward with your other urgent contacts.
Additionally, school and district leaders often underestimate the mental and emotional energy that communicating during a crisis takes. Having others assist you during this tough time can reduce the stress these situations tend to cause.
Perhaps the biggest challenge of managing a school crisis is the fact that these situations usually come out of nowhere. Therefore, it’s wise to prepare for a possible crisis by lining up your team of communicators ahead of time and making sure everyone knows what to do when one of these issues arises in your school or district.
Managing a school crisis is rarely easy. By knowing the steps you’ll need to take ahead of time, you can help yourself remain calm, communicate quickly, and reach the members of your community you need to at a moment’s notice.