Parents, reporters and staff will all want answers in the same ten minutes. This session builds the plan that gets used before that happens.
01
Don't wait for the crisis to meet the press
If the only time administrators engage with journalists is when something has gone wrong, that is already a problem. Schools, colleges and newsrooms share a calling—they are all committed to educating their communities. These are the three strategies our founder laid out for Campus Safety magazine, drawn from 25 years covering schools and districts for CBS News and Hearst Television.
Visibility: frequent, proactive engagement increases your coverage, and coverage of the storylines you want builds standing in the community—goodwill that matters when a crisis hits, or when a bond measure is on the ballot. Look for visual, newsworthy stories and pitch them. You won't always get a yes; you won't always get a no, either.
Relationships: journalists call educators for background and research far more often than for a quote. A relationship built before the emergency is what lets a reporter get the facts fast—and debunk the viral rumors that actively do harm. Treat local journalists as one more stakeholder to nurture.
Transparency: being open shows you have nothing to hide. Transparency fosters trust, and trust fosters relationships. Parents already trust you to educate their children and keep them safe—trust is a powerful commodity.
02
What to expect when you engage
Follow those three principles and two things are guaranteed: you won't like every story, and on the whole you will still be glad you engaged. Identifying a visual story, crafting the message and reaching out to reporters gets more comfortable with practice—and that lesson benefits you and your community.
03
What we build with you
We work as the advisors behind the curtain—your people stay the public face.
A notification sequence and holding statements ready to adapt
Message maps for the scenarios your campus is actually exposed to
Interview preparation for the leaders who will face cameras
An after-action review so the next response is faster
04
Who it's for
K-12 districts, independent schools, colleges and universities, and the safety, communications and cabinet-level leaders who share the response.
05
How it runs
A half-day workshop, a live tabletop exercise, or an ongoing fractional advisory retainer for the weeks and months after.
