The Complete Guide for School Crisis Communications
The K-12 environment has drastically shifted, and crisis and reputation management issues are brewing at many school districts — even with strong leadership at the helm.
In addition to managing staff shortages, mask mandate debates, and volatile school boards, school districts across the United States are experiencing acute crises impacting the school environment, health and safety, and reputation and brand.
Mental health concerns. Racism and discrimination. Employee misconduct. Suicide. Violence. Cyberattacks. COVID-19 deaths. These topics are heavy and difficult to navigate. And, unfortunately, it’s not a matter of if a crisis will occur, but when.
In the eye of the storm, endless questions, concerns, and requests can pour in at unmanageable levels from every direction on every channel. This can run your ship aground — causing slow, siloed, and inefficient responses and escalated anxiety among students and staff. In turn, community trust and engagement will suffer in the days, weeks, months, and maybe even years ahead.
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