The document provides lessons and best practices for crisis communication based on what was learned from the Columbine school shooting. Some of the key lessons mentioned include: over-preparing for crises as plans may fail in reality, expecting the unexpected and planning accordingly, ensuring key personnel are prepared to handle pressure during critical times, prioritizing people first during a crisis, and establishing media priorities and relationships with media contacts before a crisis occurs. The document also discusses best practices for communications planning, research, messaging, branding, and media relations.

1. Lessons from Littleton What Columbine can teach us about crisis communication Nora Carr, APR Charlotte-Mecklenburg Schools

2. Lesson #1 You can’t over-prepare.

3. Lesson #2 Plans work on paper; chaos happens in real life.

4. Lesson #3 Training and simulations are key.

5. Lesson #5 Expect the unexpected. Plan for it.

6. Lesson #6 Someone key will collapse under pressure – and at a critical time

7. Lesson #8 Take care of people first, and practice inside-out communications.

8. Lesson #9 Perform media triage and establish priorities in advance

9. Lesson #10 Get fresh horses.

10. Lesson #11 Make your friends before you need them.

11. Lessons from Littleton What Columbine can teach us about crisis communication Nora Carr, APR Charlotte-Mecklenburg Schools

12. Telling Your Story A toolkit for marketing education Nora Carr, APR Chief Communications Officer Charlotte-Mecklenburg Schools [email_address] 704-491-3204

13. Agenda: Day One Introductions Communications Planning Overview Phase I: Research & Fact Finding Phase II: Analysis & Strategic Planning Working Lunch Phase III: Communication/Action Step Closing Remarks & “Homework”

14. Agenda: Day Two The Power of Branding Phase IV: Evaluation Wrap-Up & Next Steps Retreat Evaluation & Adjournment

15. RACE to results Research SWOT Situation analysis of core problem or opportunity Analysis of previous information Study of the best timing Key issues and stakes in issues Legal and financial implications Analysis of opposition Research into what has been effective elsewhere Analysis and Planning Develop clear goals and measurable objectives Identify key publics/target audiences Develop local strategies Develop messaging Assess resource needs

16. RACE continued Communication/Action Step Identify and execute communication tactics, activities and media appropriate for each public Find the best mix of interpersonal and mass communication techniques Build in effective feedback mechanisms Relate all communication activities clearly to your stated goals and objectives Execute according to best timing Evaluation Benchmarks and process measures Measuring end results using established criteria and tools What worked, what didn’t, why and how do we know? What will/would we do differently next time?

17. Common PR research tools Secondary research Primary research Public opinion polls Phone, mail, intercept Web/email surveys, IVRs Focus groups Other

18. What do we know? What do we need to find out?

19. Effective communications Face-to-face, 1-on-1 Small group Large group Telephone Email Personal letter or note Computer-generated letter Direct marketing Affinity newsletter Websites, blogs Trade publications Traditional news media Brochures, corporate publications Advertising Billboards Gizmos, gadgets, freebies, skywriters

20. Know your audience Use tactics that make sense for them, not you

22. Agenda: Day Two The Power of Branding Phase IV: Evaluation Wrap-Up & Next Steps Retreat Evaluation & Adjournment

23. The power of branding Awareness is being known Reputation is being known for something Branding identifies and communicates that something

24. What do these brands say?

25. What is a brand? Proprietary – you own it and no one else Visual and emotional Rational – makes sense, fits Cultural – part of how we do business here The image associated with a company, organization, product or service It is the promise of value attributed to a particular brand experience

26. Great brands… Are sustainable over time Understand who they are and remain true to their position Make an emotional connection with the target Have design consistency and integrity Are relevant Know simplicity is key – the brand should own a thought in the mind of the target

27. Define your USP What makes you different, unique? What can you truly own in the marketplace? What do you do better or more than everyone else? What one benefit is the most compelling?

29. Package your story Show vs. tell

31. Less is more Emotion sells.

33. Developing your message Define/articulate your position, your stake in the marketplace Identify your key messages Buttress your position and messages with “wow” facts Drill these home relentlessly

35. Stay on message, on brand “ Focus is the secret ingredient in virtually every successful marketing program.” Trout & Ries, Positioning

39. Brand SWOT analysis Strengths Weaknesses Opportunities Threats

40. Leverage existing channels Integrate and deploy strategically; Develop your own “N.R.U.”

42. Bypass gatekeepers Go direct to your audiences

43. Keep in touch Emergency notifications to email and mobile phones/pagers Lunch menus by school type School board news Adult and community ed Boundary info and school attendance zone changes Career and college info Budget Familygram newsletter Cable program news Foreign language news Legislative updates School events and meeting calendars Press releases Special education service news Child care program info Magnet program info Student testing

44. Expand your reach Coach, train, organize and deploy an army of communicators

45. Proactive media relations Build relationships with reporters Return all phone calls Get there first… Research and target your pitches Localize national trends, issues, events Work schools like a beat Stay in touch – be pleasantly persistent

53. Telling Your Story A toolkit for marketing education Nora Carr, APR [email_address] 704-491-3204

54. Creative brief = focus Purpose of communications Target audience(s) Actions we want target(s) to take Attitudes/objections to overcome Competitive analysis Reasons to believe Key benefit Tone, manner and feel