Chaos has been around since the beginning of time. Genesis 1:2 describes the earth as “formless and void.” In Hebrew, this phrase is “Tohu va-bohu,” and it’s associated with a state of chaos. Yet, with God’s very words, “Let there be light,” He began to bring order to disorder. In a time of crisis, your leadership in communication has the power to bring order and calm to any situation. A helpful tool to navigate a difficult situation is a prepared crisis communication plan. The purpose of a plan is to manage communication to maintain leadership reputation and transparency while mitigating potential negative repercussions for your school.

Consider Possible Crisis Scenarios  

No one wants to walk through a crisis, but thinking through possible situations now will allow you time to clearly think and act later. In the past year, we have seen natural disasters due to hurricanes, fires, floods, and earthquakes. We have also seen innocence taken by the hands of violence. Crises can also arise from a tragedy within a school community or an integrity fall. Begin planning by thinking through three to five scenarios that would be considered a crisis.

Define Leadership Responsibilities

In advance, outlining the hierarchy of decision-making is crucial because you never know when a crisis will strike or who may or may not be available. It is important to have every possible phone number and email address or global platform like WhatsApp noted for each person, both digitally and printed, in one document. List each person’s AOA (Assignment of Accountability) so that it’s clear what everyone’s responsibilities are. Understand who will be the spokesperson for the institution.

For example, if it’s a staffing issue, an HR spokesperson may be best. Decide the cascading of communication and potential channels, both for internal and external stakeholders, for each scenario. Generally, your communications team leader will guide your organization through steps of implementing a crisis plan even if the final decision-making is by someone else. Also, talk about how a core communications team should interact together if a crisis arises, including what channel(s) of communication to use. The communications leader should plan to provide at least daily updates.

Create Messaging and Graphic Templates

While messaging is determined by specific details and stakeholders you need to communicate with, you can consider crafting a basic framework based on the scenarios you are planning for. Some of this information can come from emergency preparedness planning steps such as evacuation locations or parent notification protocols. Prepare graphic templates for these scenarios so that you can quickly release something on your social media channels or website, providing you with time to assess the situation and next steps. All messaging and graphics should be professional and tasteful, reinforcing your organizational values and brand reputation. It’s wise to prepare “what to say if someone asks you” topics. It’s also good to consider potential FAQs for staff, parents, and key stakeholders.

Working with the Media 

Consider preparing hidden web pages with prepared statements for different scenarios you can quickly send to the media in a time of crisis. It is important to use a monitoring service to track social media posts or articles about your school. This will naturally provide you with a faster heads-up if something is negative. Consider building positive relationships now with local media so that there is relational equity to draw from when the need arises. It is important that the media not be allowed access to organizational facilities unless escorted to ensure proprietary information is kept secure. Remember, “No comment” is usually to be avoided. If an answer is unknown or cannot be immediately answered, make note of the question and get back with the inquirer as soon as possible. If you cannot answer a question due to a policy such as not sharing personnel information, let the inquirer know that. Document any media coverage and media questions for future use.

Document and Train Often 

As you consider preparation for potential crisis scenarios, create and document a checklist and plan to follow it. Collaborate with other Christian schools, sharing good messaging or graphics that resonate with you. Make sure your communication team and senior leaders have printed copies of drafted plans and have access to where digital files are stored. Consider retaining a crisis communications agency so that, should a crisis arise, you have a neutral third party to help walk you through it.

Finally, walk through your response plans a minimum of twice a year so that team members are reminded where files and prepared information are stored as well as what to do. Just like fire drills, educating new and existing team(s) each year on the importance of crisis communication preparedness should be of utmost priority.