Education institutions – whether they be college campuses, high schools, or all the way down to pre-K – are meant to be places where students learn, socialize, and above all else, feel safe. From time to time, however, these institutions may find themselves face-to-face with crisis incidents that they must respond to. These situations could come in the form of a medical emergency, natural disaster, criminal activity, among other things. One of the most crucial aspects of a crisis response is communications; it is vital that information is disseminated in a timely and accurate manner in order to best ensure a safe resolution for all involved. The ways in which an institution handles a crisis from a communications standpoint can have massive impacts on not only the outcome of the situation, but also on the long-term trust and reputation of the institution itself. As such, it is critical that all education institutions develop and implement a Crisis Communications Plan so that they are properly prepared for if and when a crisis occurs.
Belfort Group is an integrated public relations and marketing agency with more than 40 years of experience in dealing with crisis communications across multiple industries, including: education, health care, real estate, and many more. Our BG Strategies Team consists of former journalists and media relations professionals who dedicate themselves to handling crisis incidents successfully and maintaining our clients’ reputations. Let us help you create a Crisis Communications Plan so you’re ready before a crisis hits.
Crisis Communications is Proactive, NOT Reactive
That may seem counterintuitive. How can you respond to a crisis that has not happened yet? The answer is preparation. The response is built well before any incident occurs. The crisis simply activates the plan.
Consider a restaurant kitchen. Chefs do not wait for the first order to turn on the stoves or prep ingredients. That work is done long before service begins. The meal is simply the execution of that preparation. The process of cooking a meal is nothing more than the execution of the kitchen’s prep work.
Crisis Communications is no different. Simply put: If you wait until a crisis strikes to create a response plan, it is already too late. By the time you determine who is in charge, identify a spokesperson, and draft a statement, the situation may have escalated. Delays can put people at risk. They can also cause lasting reputational damage. In serious cases, that damage may affect enrollment and tuition revenue. To prevent this, develop a Crisis Communications Plan now. Ensure everyone in your institution understands it.
Make A Plan (And Hope You Never Need It)
A Crisis Communications Plan outlines how an institution will respond during an emergency. It addresses potential contingencies in advance. The process of developing a Crisis Communications Plan includes:
1. Establishing A Crisis Team
The Crisis Team should include high-ranking leaders within the institution(ex. Dean, President, CEO, etc.), as well as communications professionals who have expertise dealing with the media, such as Belfort Group. The team should include individuals with significant authority to ensure everyone follows directions during a crisis. The Crisis Team develops the Crisis Response Protocol and mobilizes first when a crisis occurs.
2. Creating A Crisis Response Protocol
The Crisis Response Protocol is a step-by-step guide for everyone within an institution to follow during a crisis, from the Crisis Team all the way down to the lowest-level employees. The guide should include instructions on where employees should gather during an emergency, how the Crisis Team will relay information, who to contact at local police and fire departments, and how employees should respond if contacted by the media. The Crisis Response Protocol should provide as much detail as possible to limit confusion during a crisis, and all employees must follow it explicitly to avoid potential safety issues.
3.Developing Message Guides
The Crisis Team should develop placeholder messages to have ready in case of an emergency, including media statements, letters to the community, and frequently asked questions (FAQs) about the institution. Drafting these messages in advance allows the Crisis Team to save valuable time and focus on other matters during a crisis.
4. Training Stakeholders
It’s not enough for just the Crisis Team to know the Crisis Response Protocol, but rather every single person within the institution needs to be aware of it as well. Anyone not adequately trained on what to do during an emergency runs the risk of putting themselves, and possibly others, in danger. It is the responsibility of the Crisis Team to ensure that all employees and necessary stakeholders are fully up-to-speed regarding the Crisis Response Protocol. Educating employees about the Crisis Response Protocol should involve disseminating the protocol to all employees, both physically and digitally, conducting group training sessions, and potentially holding mock crises.
5. Continuously Updating The Plan
A successful Crisis Communications Plan is not a “set it and forget it” document. Instead, the institution should frequently re-evaluate and update it—at least once a quarter—to ensure it continues to meet its needs.
Learn more about how to develop an effective Crisis Communications Plan here.
When Crisis Strikes
For example, an incident involving hazardous materials occurs in a campus science lab. The campus public safety department receives the 911 call and notifies the school’s communications officer under the Crisis Response Protocol. At this point, the Crisis Communications Plan is in motion. The communications officer should activate the Crisis Team. The team then instructs public safety to send a text and email alert to the campus community. The message informs recipients of the incident and directs them to avoid the affected area. Message guides are updated to reflect confirmed details and prepared for incoming inquiries. As media arrive, a Crisis Team representative and a public safety officer direct them to the predetermined staging area. Throughout the incident, the Crisis Team remains in close contact with first responders. The Crisis Team shares updates with the campus and the public as appropriate. A designated team member monitors news coverage and social media to identify and correct misinformation.
Post-Incident Evaluation
Once the crisis is over, the Crisis Team should meet to review the implementation of the Crisis Communications Plan. They should discuss ways to improve it for future incidents. During this stage, ask the following questions:
- Did everyone on campus remain safe throughout the incident?
- Did everyone in the institution follow the Crisis Response Protocol?
- Was there any confusion or unanswered questions regarding what should happen?
- Did the team release information in a timely and accurate manner?
The Crisis Team must carefully review every action taken during the incident. This process identifies even minor mistakes and corrects them in the next version of the Crisis Communications Plan.
Closing Thoughts
In crisis communications, leaders do not measure success by media hits or social media engagement. They measure it by safety, leadership, and the steady flow of accurate information. A strong Crisis Communications Plan protects people. It also protects your institution’s reputation.
Crisis Communications Plans are not a “good to have,” they’re a “must have.” All education institutions should consider hiring a professional public relations agency like Belfort Group. This ensures they maintain a strong Crisis Communications Plan and stay prepared for any situation.