{"id":208,"date":"2020-01-31T13:59:05","date_gmt":"2020-01-31T13:59:05","guid":{"rendered":"https:\/\/jjwpr.com\/blog\/?p=208"},"modified":"2020-03-26T16:28:32","modified_gmt":"2020-03-26T16:28:32","slug":"school-communicators-take-note-for-flawless-execution-prepare-beyond-your-written-crisis-plan","status":"publish","type":"post","link":"https:\/\/jjwpr.com\/blog\/2020\/01\/31\/school-communicators-take-note-for-flawless-execution-prepare-beyond-your-written-crisis-plan\/","title":{"rendered":"School Communicators Take Note: For Flawless Execution, Prepare Beyond Your Written Crisis Plan"},"content":{"rendered":"\n
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Yesterday, it was the dismissal of a teacher at the Fieldston\nprivate school as a result of anti-Semitic remarks that enflamed tensions between\nJewish parents and school administrators. \nToday, it is concern over the Coronavirus and its impact on boarding\nschools with Chinese pupils and international study programs abroad.  What will it be tomorrow?<\/p>\n\n\n\n

While most private schools \u2013 especially those with\nboarding school programs \u2013 have had had to put their crisis communication plans\nto the test with issues ranging from student fatalities to inappropriate\nteacher\/student relationships \u2013 how many have solid issue anticipation\nprograms in place<\/strong> to prepare for the crisis around the corner?<\/p>\n\n\n\n

In our experience, spending a little time and money\nupfront on thorough preparation goes a long way.  For consideration: <\/p>\n\n\n\n

  1.  Updated contact information for ALL key\ninternal audiences<\/strong>.  Most schools\nhave their Board members and leadership team on speed dial\u2026but anticipate\neveryone you want to communicate with directly in a crisis.  This means working with Development to insure\nyou have up-to-date text\/email information for alumni, and with Admissions in\ncase prospective students need to be reached. \nWhen the crisis hits, you want to be able to press a button for instant\nnotification. <\/li>
  2. Spokesperson\ntraining in advance<\/strong>. \nChances are, your Head of School and Communication Director have had the\nmost experience with on-camera or phone interviews \u2013 but how about your\nsubject matter experts<\/strong>?  For example,\nyou might have your Head of Security as the spokesperson in a data breach\nsituation, or Human Resources for a roundup story on your school policies\nimpacting transgender students.   Mock interviews<\/strong> — where your\nspokespersons can practice staying calm and circling back to key message points\nin the face of tough media questions \u2013 are a valuable exercise.  Take it one step further by recording and\nplaying back the interview to observe body language, nervous habits etc.  Make it engaging by involving the others in\nthe recap of what worked well and what needs improvement.<\/li><\/ol>\n\n\n\n