Cyber threats against schools have increased significantly and pose unique communication challenges. A survey found over 800 threats against schools from August to December 2014, with the majority being bomb threats made through social media. These threats can cause evacuations and negatively impact students and staff. School districts must have crisis communication plans to address cyber threats that involve working closely with law enforcement, prioritizing internal communication with staff, and consistently reassuring the community through various channels. The superintendent should be the regular visible leader providing reassurance during these situations.

1. Connect:
Cyber Threats: A Special School
Crisis Communications Challenge
Some parts of our fair state have experienced a recent rash of cyber threats against their schools, a dis-
turbing trend we are seeing nationwide. Although InSPRA tip sheets have addressed crisis communica-
tions before, cyber threats pose a unique crisis situation for school districts, their communications, and
their reputation.
A survey by the National School Safety and Security Services, an Ohio-based consulting firm, regis-
tered 812 threats against schools across the country between Aug. 1 and Dec. 31, 2014. Here are some
interesting facts:
 That’s an increase of 158 percent from the previous year.
 70 percent of threats were directed at high schools.
 Threats resulted in 320 arrests.
 Electronic threats are on the rise with more than a quarter (28%) of all threats made through social
media.
 Nearly half of all threats (44 percent) were bomb threats.
 Close to 30 percent of the threats caused school evacuations.
 The vast majority were hoaxes.
 Threats have a negative impact on students, staff and police departments.
Dealing specifically with this kind of threat should be an integral part of your crisis communications plan and
should be reviewed regularly. Here are some suggestions:
 All district-sponsored social media pages should be easily and consistently identifiable. Facebook, for ex-
ample, is very good about taking down counterfeit pages, quickly.
 All district-sponsored social media pages should have more than one administrator; one specifically as-
signed to oversight.
 Know who and what agencies to contact in the event of a cyber threat. Usually your local police will han-
dle the investigation and bring in federal agencies when appropriate to the level of the threat.
 Have your local law enforcement PIO (public information officer) on speed dial. Develop a professional
relationship with him/her. You will want the PIO to take the lead and share all communications with you.
Joint statements, press releases and press conferences promote consistent messaging.
 Start communicating to your stakeholders ASAP. Social media threats will spread like wildfire. Even be-
fore the level of the threat is assessed, you MUST begin reassuring your community that you are aware of
the threat, are working with law enforcement, and will continue to share information consistently – even
when there is nothing new to share.
 As a matter of respect, prioritize information-sharing with your staff. Internal communication is crucial.

2. Connect:
 Be CONSISTENT. Be QUICK. And be REASSURING IN ALL YOUR COMMUNICATIONS. Certainly
defer to law enforcement once it becomes their investigation (they can usually legally share more infor-
mation than you can), but your responsibility is to share with all stakeholders
 the consistent message that all parties are working on a resolution
 whatever measures are being taken to keep students and staff safe
 Be aware that federal agencies (the FBI, Homeland Security) are reluctant to issue statements. They will
share information, but it’s up to you and the PIO to craft and deliver those messages.
 Be clear about what information the school district can and can’t share about its students.
 However reluctant she/he may be, the district superintendent is almost always the face anxious parents and
community members want to see on the news. The superintendent must be the voice and face of reassur-
ance – not for every message, but regularly.
Cyber Threats: A Special School Crisis Communications Challenge