This document provides tips for school leadership on communicating effectively during a crisis. It emphasizes that crises will inevitably occur and handling the response and communication is crucial. Key recommendations include prioritizing student and staff safety, keeping the community informed in a transparent yet private manner, using simple and empathetic language, and building trust over time through consistent communication. The goal is to minimize damage to the school's reputation by demonstrating care, competence, and open yet legally compliant exchange of information.

1. When Bad Things
Happen to Good
Schools
Tips for Courageous Leadership During a Crisis
"

2. Bad Things WILL Happen
From the mundane to the unimaginable:
 Mysterious rash affects 1/3 of kindergarten class
 Low enrollment triggers class reorganizations
 Drastic budget cuts increase class sizes
 Student dies at school
 Attempted rape occurs on middle school field trip
 Substitute teacher allows students to share lancets during a lab experiment
 Teacher arrested for possible abuse of students

3. What you say matters
 The best message points in the world can’t overcome a
perception that the district doesn’t care or isn’t competent
 That perception is formed by all of us - not just the official
spokesperson

4. Reaction
Reputation
 How we react can be more important than the event!
 What NOT to do
URL: http://www.hulu.com/watch/149644/saturday-night-live-bp-oil-spill-cold-open

5. Best PR is doing the right thing
 Keep students and staff safe
 Keep students learning
 Protect district resources
 Follow the law
 Keep the community informed – tell them our priorities, over
and over again
 Show the community we care!!!
Then, saying the right thing

6. The Trust Bucket

7. Trust
Communication
Source: Edelman Trust Barometer, 2011 Annual Global Opinion Leaders Study

8. Trust Builds Calm
 When you are dealing with a staff member/parent/board
member who trusts you, how do you feel?
 When you are dealing with a staff member/parent/board
member who doesn’t trust you, how do you feel?

9. Trust Influencers
 Staff
 Parents
 Students
 Social media
 Traditional Media – Least important?

10. What Do We Say?
 First, get the facts: who, what, when, where, why
 Talk with your supervisor about which, if any, facts can be
shared without violating privacy
 Decide which, if any, facts should be shared
 No matter what you say, demonstrate care and concern

11. Stop and Ask
 Who needs to know?
 What channels of communication?
 Will this add to or deplete from the trust bucket?
 What are parents thinking/worrying about?
 What is the risk in providing information? What is the risk
in not providing information?

12. Keep Messages Simple
 Our top priority is your child’s safety/education.
 We want to get classrooms back to normal as quickly as
possibly.
 We have made this decision because . . . .
 We cannot allow [name activity] because it may [damage
our buildings] . . . .

13. Keep Messages Simple
 We cannot share this information because the law
requires us to protect the privacy of our staff/students
 We are investigating . . . .
 This is what we know so far about what happened . . .
For more information, please visit our website where we
will post regular updates.
 We are deeply troubled/saddened by . . . .

14. Don’t Try to Hide Bad News
 Ask who knows? How likely is it to spread?
 Get it over with – don’t let the news dribble out.
 Better for staff, parents and community to hear bad news
from us than on the evening news

15. Don’t Elevate the Situation
Use strong words sparingly:
 Crisis
 Heinous
 Horrifying
 Shocking
 Frightening

16. But, Don’t Minimize it Either
 If something truly heinous, horrifying, shocking or
frightening really has occurred, you run the risk of
seeming naïve, callous, or dishonest if you don’t say so.
 If you feel you are too close to the situation to choose the
best words, seek advice from your supervisor, or a
trusted colleague.

17. Don’t Add to the Story
 Avoid speculating, guessing, gossiping
 Be transparent, but stick to the facts at hand (e.g. no
need to talk about past crises, unrelated challenges, or
personal information about those involved)
 Saying “I’m not allowed to talk about it” suggests cover-
up; instead say “I’m not the best person to answer your
questions, please call . . . .” or “the reason I can’t talk
about it is . . .”

18. Alternatives to “No Comment”
 It is premature to discuss that
 That is a hypothetical question I can’t answer
 I cannot discuss that because it is part of an
ongoing investigation
 My top priority right now is focusing on my
students – I will get back to you later
Source: “How to Say the Right Thing Every Time,” Robert S.
Ramsey

19. Alternatives to “No Comment”
 I haven’t heard all the information yet – I will get back to
you when I know more
 I have nothing new to report
 I know you would like more information, but we are
legally responsible to protect the privacy of our staff and
students
 I have answered your question – do you have another
question?
Source: “How to Say the Right Thing Every Time,” Robert S. Ramsey

20. Good Words for Bad Messages
 Action
 Concern
 Appropriate
 Emphasize
 Believe
 Evaluate
 Care
 Fair
 Communicate
 Firm(ly)

21. Good Words for Bad
Messages
 Immediate(ly)
 Serious(ly)
 Important
 Safety
 Investigate
 Support(ive)
 Opportunity
 Thank(ful)
 Regret
 Trust
 Sympathize
 Value

22. Transparency and Privacy
 School districts cannot
always be as transparent as
corporations
 But, we must say why we
can’t and cite laws

23. Transparency and Privacy
Example: The District is concerned that releasing additional
information may lead to the disclosure of private student
information that would violate state and federal law. (California
Education Code Sections 49060-49079.6, Family Educational
Rights and Privacy Act of 2001, 20 U.S.C. Sec. 1232(g) and its
implementing regulations at 34 C.F.R. 99) At this time and in
this particular situation, the District also believes that releasing
personnel information would constitute an unwarranted
invasion of the teacher’s privacy rights. At this time in the
personnel process, the District believes that the public interest
served by disclosing more information about any allegations of
wrongdoing concerning a teacher are outweighed by the
teacher’s privacy rights. (California Constitution, Art. 1, Sec. 1;
California Government Code Section 6254(c))

24. Privacy Laws
 Student Privacy: (California Education Code Sections
49060-49079.6, Family Educational Rights and Privacy Act of
2001, 20 U.S.C. Sec. 1232(g) and its implementing regulations
at 34 C.F.R. 99)
 Personnel Privacy: (California Constitution, Art. 1, Sec. 1;
California Government Code Section 6254(c))

25. Good News – Bad News
 What you say matters
 Saying the right thing is easier than
you think!
 Communication is the key to calm

26. Questions?
nhunter@rcsdk8.net
jchristensen@rcsdk8.net