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
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