STEP 1: Verify the Crisis

The first step is to determine what has happened (what, when, who, how, why), by coordinating at the site of the incident and immediately identifying as many facts as possible:

• WHAT happened and WHERE did it happen?

• WHEN did this happen?

• WHO is involved?

• HOW did it happen?

• WHAT is currently being done?

When collecting the data consider the following:

• Do you have all the facts (to the best of your knowledge)

• What other information do you need to put the event into perspective?

• Has the situation been confirmed?

• Was your information source(s) credible?

• Is information consistent from several sources?

In some cases, the media may be alerted to the situation before all of these facts can be determined. Even if you do not have all of the information yet, it is important to notify the district’s Crisis Communication Team as well as provide impacted families with a statement indicating that the situation is under investigation and that as soon as more information is available it will be provided.

Crisis Situations

Each crisis is unique, but there is an opportunity to become familiar with a variety of scenarios so that a potential crisis can be quickly recognized and addressed.

The district has identified a number of scenarios that could adversely impact safety of operations, safety of staff and students, and/or district reputation. These scenarios are not limited to but may include:

• Accident (vehicle/other)

• Facilities  (power or other utility outage)

• Inclement Weather (delays/closures/activity cancellations)

• Medical (possible contagion)

• Police Activity (police activity in school vicinity)

• Social Media (rumors/unsanctioned use/other)

• Staff Death

• Staff Misbehavior (illegal/under investigation/other)

• Student Death

• Student Misbehavior (threats/violence/other)

• Threat/Violence

STEP 2: Notification and Assignments

As soon as crisis has been identified, Key Communicators should contact the superintendent office, Director of Communications, or designee from CD&E. 

NOTE: Even if the situation does not seem like it could cause community or media attention, it is important that the Director of Communications be informed. Crisis situations can escalate very quickly, and it is extremely important that the communication team stay up-to-date on the situation.

Communication Notification Steps

1. School or department leader should immediately call the superintendent or Director of Communications.

2. The Director of Communications will coordinate contacting members of the Crisis Communications Team.

STEP 3: Assess the Communication Crisis Level

Based on the level of communication required as listed in the criteria below, determine the crisis level of the situation.

STEP 4: Communication Management

Message Management

• Schedule regular internal communication updates.

• Identify key audiences.

• Log all crisis inquiries from public and/or media.

• Select and/or assign spokesperson(s)

Communication Logistics

• Identify main on-site contact.

• Establish a location for communications operation center.

• Set up a site for the media away from the incident if possible

STEP 5: Develop Messages

Once the crisis level has been determined and factual information to be communicated has been confirmed, it is time to begin planning a response strategy for communicating critical information and for responding to potential questions for each audience. During this step, the Crisis Communications Team should:

• Develop a script for conveying key information points.

• Develop or refer to a list of questions that could be asked by a variety of audiences (families, media, partner organizations) about the crisis.

• Modify pre-scripted message templates or develop new messages.

• Be prepared to address the district’s or school’s record for the relevant crisis situation, e.g., responding to threats of violence, background checks of employees.

• Identify the best methods for delivery of key messages.

• Monitor crisis and update messages based on the crisis 

STEP 6: Approve and Release Messages

Message Approval

Once messages are developed for each potential audience, all messages that will be distributed internally to employees and externally to the public, the media, etc., must be approved by the following individuals:

• Director of Communications or designee

• Legal Counsel/Advisor (if required by Superintendent)

• Superintendent or designee

Message Release

Messages will be released through a variety of means and messengers and at various time frames, depending on the crisis. In crisis levels 3 or 4, the main statement or overarching message will come from the Superintendent and, if deemed appropriate, include a message of empathy and caring. Delivering messages to a broad range of people will often need to be a team effort. However, ALL messages should be coordinated with the Crisis Communications Team and channeled through the approval processes to make sure that they are in line with the overall messages and approved for release.