I was pleased to work with Steve Mandell at Big Back Pack on an article about being crisis ready. This is essential in media relations (and with internal constituents) before, during and after a problem or a crisis.
Working with the media is a challenging and daunting task before there is a crisis. Add to the mix a simmering problem or a full blown crisis, and that task becomes even more difficult. It has taken many years and several mistakes to realize this.
In every job I have held for the past 25 years, I have worked with the media during some type of problem that could have been avoided. Yet, each time we teetered on having a crisis. I began practicing crisis management as a result. On a daily basis, I read several publications and posts that are related to a crisis. Each article makes my heart just a little heavier because I recognize that these problems could have been avoided or at least alleviated so they did not make it into print.
Here is a sneak peek of what is included in this article:
- Internal Communications: One aspect of preparing the school for a problem or crisis is working with your school community on serving its best interests
- Media Relations: Believe it or not, journalists are looking for relationships with school administrators
- Put It In Writing: It is necessary to develop a few written responses for when a problem or crisis occurs
- Speaking Roles: Part of preparation is for a school to determine a spokesperson. While the obvious answer is the head of school, who on the administration is prepared to speak if the HOS is incapacitated or unavailable?
Read on to learn four tips on how to be best prepared to handle a problem and how to communicate with the media, in advance and during a crisis in this “Words of Wisdom” column for BBP.