Media Plan for a Crisis

Peter Pochowski

Executive Director, WSSCA

Preventing a Crisis???

WARNING!

You will respond to your next

crisis as you are-

NOT

as you want to be!

Why a media plan?

- People have a right to know what has

happened and what is happening - quickly:

- Parents

- Community

- Other stakeholders

Why (cont.)

• If the crisis is not handled well, the

aftermath could be as difficult as the crisis

itself.

– “Were you hiding key information?”

– “Were you protecting the principal?”

– “Were you not prepared?”

– “Were laws broken?”

Definitions

• Emergency: Serious unusual incident that

challenges the leader BUT generally does

not affect the entire school, staff and/or

student body.

-student struck by a car

-student critically injured in an assault

Definitions

• Crisis: Very serious highly unusual

incident that affects the entire school, and

exceeds the ability of the school staff to

resolve without significant external

resources.

– multiple students killed by a car

– multiple students killed in drive by shooting

– large fire or explosion in a school

First Things First

• Your first duty is to address the crisis

(Yes, reporters understand this)

• Then, as soon as possible, provide overall

summary of incident:

• WHO, WHAT, WHEN, WHERE, WHY,

HOW, INJURED, HOSPITAL,

CORRECTIVE STEPS, ETC.

2 priorities at news conference

• 1. Provide information

- Parents, not media, are your audience (media is the vehicle you us to reach parents)

2. Restore confidence

- School is safe

- Students and staff are safe

- Crisis won’t be repeated

*Always get approval from Incident Commander before releasing key information.

Consider the Following:

• Respect privacy of victims, students, staff

(Hippa Laws) do not release SPECIFIC

medical injuries, i.e. “Mary Smith suffered

3rd degree burns to her face,” etc.

• “A student suffered burns,” etc. is OK.

• Do not compromise emergency operations

of official investigations.

Key Points

• 1. Review district/school media policy at

the start of each school year.

• 2. Assign a media area - near the site but not

near the kids. Public area is public.

• 3. Call the Superintendent, Board President,

Mayor, or other key players before releasing

info to media.

Key Points

• If you are unable to answer a question, say so politely.

• Never go “off record.”

• Parent must approve interviews w/juveniles

• Offer no personal opinions. Lawsuits, etc.

• Clear the release of sensitive info (deaths, injuries, arrests, etc.) with Incident Commander.

Key Points

• Avoid using “no comment.”

• Instead: “It is too soon to tell.”

• “I want to be accurate so this may take a bit

longer”

• “We are dealing with people’s lives so we

have to be sure we are accurate.”

• “I don’t know, but I’ll find out.”

Share Information!!!

• October 1, 2015, Umpqua Community Coll.

• Approx. noon “13 dead” per State Atty Gen.

• Approx. 2:00PM “7 dead” per Sheriff

• Approx. 2:00PM “13 dead” Atty Gen.

• Approx. 3:00PM “10 dead” per Sheriff

• Approx. 4:00PM “13 dead” Atty Gen.

• Final Tally: 10 dead (9 plus murderer)

Key Points

• Schedule news conferences until media fails

to show.

• Be prepared for post-crisis follow up

(1 week, 1 year, 5years, when findings are

released, blue ribbon reports, etc.)

Key Points

• In addition to traditional media sources like

TV, radio, etc, use voicemail, email, web

site, auto-call, Face book, etc. to deliver

your message.

EXERCISE

Joe Smith, the engineer, was preparing to clean the school pool with chemicals when

there was an accident. The chemicals got mixed and created a toxic fume that caused

Joe to lose consciousness. A teacher saw him on the floor and called 911. Realizing the

problem, the principal ordered the school evacuated. It was 7:30 AM on Tuesday,

February 1. The temperature was 10 degrees with strong winds.

Two senior students that had arrived early to assist their swim coach reported that they

had inhaled some of the fumes but they did not appear to be adversely affected. The

students were kept from reentering until the fire and health departments declared the air

quality acceptable at 1:00 PM.

Joe was taken to St. Mary’s Hospital and was admitted. His condition is serious. The

students were also taken to the hospital but were released.

In Closing

• Great school leaders prove they can bring

closure to a crisis and still have something

left in the tank to perform the unenviable

task of facing reporters.

The truth

is the truth

is the truth.

“The truth shall set you free.”

And,

the truth shall keep you from jail

and/or lawsuits. If unsure of your facts,

don’t use them.

Warning!

You will respond to your

next crisis as you are

not

as you want to be.

WSSCA

EDUCATION FIRST-

SAFETY ALWAYS