Public relations experts from the Alamo Colleges and Northwest Vista College shared stories and best practices from their experiences responding to unexpected and unfortunate situations on the Alamo College campuses. In addition to practical tips, the speakers gave suggestions for being strategic even in the midst of a crisis. Presented at PRSA San Antonio's August 2, 2012 luncheon. Slides and content are the property of Alamo Colleges and are provided here with express permission.

2. Presenters
Mr. Leo Zuniga
Associate Vice Chancellor of Communications
Alamo Colleges
Mr. Mario Muñiz
Director of District Public Relations
Alamo Colleges
Ms. Renata Serafin
Director of Community & Public Relations
Northwest Vista College

3. Alamo Colleges
o Five colleges
o Three regional centers – New
Braunfels, Floresville, Kerrville
o Two community education centers
o Alamo University Center
o 63,000 students
o 5,000 employees

4. Crisis Management
o Virginia Tech Shooting – April 16, 2007
32 killed, 17 wounded
o Northeast Lakeview College Tragedy –
October 13, 2008 at 2:13 pm a college
librarian shot and killed by another
employee.

5. Alamo Colleges Plan
o Crisis communication plan
o Emergency notification system
o Email
o Voicemail
o Text
o Social media
o Digital signage network
o Website
o Emergency door access control
o Police on campus

6. What’s at Stake?
o Reputation
o Enrollment
o State and federal funding
o Local tax base
o Grants & donations
o Business partnerships
o Vendor relationships
o Internships & job opportunities for students
o Job applicants

7. Media Relations During Crisis
o Respond quickly
o Get the facts
o Designate primary spokesperson
o Anticipate possible media questions
o Develop message points
o Establish media gathering place
o Monitor media coverage

8. Northwest Vista College
o April 10, 2012 - Northwest Vista College
student was kidnapped and forced to
withdraw money from an ATM.

9. Objective:
Inform students and employees within 24
hours that the crime did not happen.
Focus on Internal Audience:
• 16,000 students
• 900 employees

10. Strategy
• Partner with police
• Collaborate within college and work with district
• Stick to the facts and let the facts speak for
themselves
• Protect the identity of the student; don’t blame the
student

11. Tactics Used:
• District-wide email
• College employee newsletter
• News media
Evaluation:
• Social media
• Repair equipment
• Survey internal community

12. How to Be Strategic
Assess
Risks
Monitor
Trust
Social
Team
Media
Reputation
Train Update
speakers Plan
Push for
Policy
Change

13. Resources
• Public Relations Strategist – summer issue
• Companies specializing in Online Reputation
Management
• Sept. 14, 2012 - seminar on reputation management

14. Questions