Crisis ManagementA Leadership ChallengeRick J. Kaufman, APRExecutive Director of Community RelationsBloomington (MN) Public SchoolsJuly 5, 2008 v NSPRA Annual Seminar Pre-SessionReproduction of materials is permitted for training purposes provided credit is given to the author.

About the presenterSchool Public/Community Relations - 18 years of experience with school districts in three states, and state department of education Crisis Response Team Leader - Columbine High School Tragedy, April 20, 1999 - FEMA, National Response to Hurricanes Katrina and Rita Crisis Management Consultant - U.S. Bureau of Prisons (Timothy McVeigh Execution) - New York City Schools/NY Education Commission (9/11) - FBI (National Conference on School Violent Offenders) - WI Health and Hospital Association - Jackson State University, Jackson, MS

About the presenterPast President - National School Public Relations Association - Wisconsin School Public Relations Association Trainer/Lecturer/Author - Midwest Summit on Violence in the Workplace/Schools - Wisconsin Bioterrorism Summit - National Transportation Public Affairs Seminar - Council of Future Leaders - School PR: Building Confidence in Education - Complete Crisis Communication Management Manual

Our work together includes:Essential Elements of Crisis ManagementCrisis Management RealitiesICS and Command Center StructuresCrisis CommunicationThe NEW Communication ChannelsPatterns of Media Response & Media RelationsCommon Crisis MistakesCrisis Table Top ScenariosMock Press ConferencesQ & A

What is a Crisis? an emotionally charged significant event or radical change an unstable or crucial time of affairs in which a decisive change is impending a situation with the distinct possibility of a highly desirable outcome a situation that has reached a critical phase

What is a Crisis? student or staff suicide student walkout or protest assault - of a student, staff or volunteer child abuse sexual harassment criminal activity health emergency (AIDS, etc.)

What is a Crisis? fire or explosion school bus accident bomb threat natural disaster (flood, tornado, etc.) VIP visit power outage more? (Hint: dozens more!)

Is it an incident or a CRISIS?

Are you ready?In a crisis situation, you will react as you are organized and trained.

Knowing what to do can be the difference between chaos and calm, or even life and death.

Crisis Management RealitiesPrompt action reduces collateral damagePrompt action reduces length of crisis & moves situation to quicker resolutionFocus on response, not sources of threatNot possible to detail every conceivable crisisImportant decisions made before crisis ever occurs (structure, process, leadership)

Crisis Management RealitiesDecisions based on site, location & unique set of circumstances that occur during a crisisCardiac assessment, intuition plays key rolesTend to victims needs immediately, compassionately and completelyBe prepared bad stuff happensContinuous process requiring annual review

Crisis Management RealitiesIn the first hour of a crisis:Denial: This could not have happened.Anger: How could this have happened? How could somebody do that?PanicAnxiety

Elements of Crisis ManagementPolicy and LeadershipProvides foundation, framework for actionEmergency/Crisis Management PlanProvides structure, mechanisms for operational responseSchool Crisis Response PlanBuilding plan operates within framework of district-level planProvides roles, responsibilities for staffCoordinated response to more frequently occurring incidents

Elements of Crisis ManagementCrisis Response TeamSchool, district response personnelCommunicationFoundation of any crisis planning, implementation, management and recovery effortTrainingPreparation and knowing what to do is crucialMaintains preparedness

Plans must include responses to:School-based scenariosthreat, accidental death, lockdown, etc.District-wide scenariosnatural disaster, business interruption, etc.New or emerging scenariospandemics, terrorist attack, etc.

Emergency planning shouldEnsure student, staff safetyEstablish a pre-determined plan of action (focus on response vs sources of crisis)Identify trained emergency responders (can they be counted on to act, not freeze up?)Minimize damage, loss of facility useProvide on-going support for students, staff and parents

Emergency planning shouldIncorporate best thinking, practices of all responding agencies (form partnerships now, dont wait for crisis to occur)Return to normalOutline steps to practice, rehearse for a crisis (creates cultural conditions that practice is important, demonstrates teamwork needed during the crisis)Include students in planning, trainingWhat else? (consider your unique circumstances)

Emergency plan must address Prevention & Intervention (mitigation) - steps to reduce or eliminate risk to life and propertyPreparedness - process of planning a rapid, coordinated and effective responseResponse - action steps to take during a crisisRecovery - restoring the teaching and learning environment after a crisis; must include mental health recovery

Emergency plan must address The Golden Hour - take the lead; delay equals denialWaves of Response - police/medical - media - parents - looky-loos & gawkers; super-heroes; cottage industry typesFirst 24 hoursDuration of crisisRebuilding/Recovery

The Key QuestionsWhat can or will we be able to handle?Which roles can be delegated to volunteers?Where will we get help?Who will do what?Other questions?

Crisis Management InfrastructureIncident CommandCommunication or Crisis Command CenterRoles and Responsibilities - whos organizing who (parents, media, etc.)? - who is/are spokesperson(s)? - volunteers (you cant do it alone)?Equipment and FoodMedia Area

Incident Command SystemEstablishes common organizational structure, operating proceduresPlaces one person in charge of decision-making; creates chain of commandProvides for quick, effective performanceEstablishes a reasonable span of controlProvides for effective coordination, transition of responsibility/authority w/ crisis responders

Incident Command System

Communication is the foundation of any crisis planning, implementation, management, and recovery effort.

The best time to let students, staff and families know what to do in an emergency is before it happens.

Communication Command Center

Crisis Communication StructureCrisis Communication Team Leader/DirectorSpokesperson(s)Communications Command Center CoordinatorInternal/External Communications Officer(s)Media ManagerResearch & Media MonitoringWebmaster (web page technician)Crisis & Special Events LiaisonVolunteers

Volunteers & DonationsWhat roles can be delegated to volunteers?Establish volunteer schedule (determine where, when volunteers are needed)Welcome volunteers each day; provide brief orientation (i.e. basic information, equipment usage, key persons & numbers)Provide name tags, security cardVolunteers keep record of all callsPrepare list of what, how to donate (callers want ideas, addresses; make this part of daily Fact Sheet)Screen, record & organize contributions

Crisis Communication FocusEstablish command center, functionsCommunicate internally first, then publicAnticipate and meet needs of mediaEnsure key messages are understandable, honest & consistentManage perception of competence and realityCorrect inaccurate, misleading information fastStay in contact with victims families

Information GatheringPlan to collect, verify informationInaccurate information creates new crisis, puts organization on defensive and wastes timeCentral location means better managementMust come quickly (field or site assessment)Plan for Murphys LawDebrief daily/nightly

Communicating in a CrisisTarget Key AudiencesSchool, District or University LeadershipCrisis Response AgenciesStaff/Faculty (site of crisis first, then others)Opinion Leaders (community, business, faith, government, alumni, key financial supporters)Parents, Students (age appropriate), CommunityLegal counsel

Communicating in a CrisisWhat do I say?The TRUTHDont share what you dont know to be trueDont speculateDont hide behind factual informationNot talking about a crisis wont take back what happened; and is unnaturalRely on the communication experts at all times!

Communicating in a CrisisSpeed of communicationFirst impressions are lasting impressionsFactual content of the messageGet it right, repeat it, share with othersTrust and credibilityCrucial to sustain support during, after crisisElements: empathy & caring; competence & expertise; honesty & openness; commitment & dedication

The NEW CommunicationEmail broadcastsText or Voice MessagingWebsitesRapid Alert Notification SystemsHotlines/Emergency Voice Bulletin BoardsSocial Media Networksblogs, & IMsmyspace, facebook, etc.

Communicating in a CrisisLeadership and StaffStaff may go public; to defend their reputationMedia will put a full court press on those in the know both students, staffDevelop process to support sitesCounsel early (consider policy now)Need grows the longer crisis is prominentNurture staff

Communicating in a CrisisLeadership and StaffPrepare fact sheets, voice & email messagesUpdate web site regularlyUtilize staff, parent phone trees as necessaryMake decisions on cancellations (communicate these to students, staff, parents and media)

Communicating in a CrisisParentsNeed help working w/ their children to understand what happened, how to explain event & tips to heal or return to normal.Insatiable need to know why? (Be prepared)Reassure safety; stress importance of normalcyCall in experts (grief counselors, mental health)Identify how parents, others can help

Communicating in a CrisisCommunityUse key opinion leaders to get message out to broader audienceConsider community meetingReassure safety, security stepsExpress concern for victims and regret for crisisDont take the blame

Communicating in a CrisisStudentsProvide opportunity, encouragement to talk about what happenedClassroom setting with peersUse experts (grief counselors, mental health)Provide quick lesson on media basics, harm from spread of rumors

Communicating in a CrisisAll AudiencesDetermine most useful vehicle (letter, e-mail, etc.)Daily info sheets keeps key audiences currentEstablish 24-hour taped hotline (update frequently)Essential to develop key messagesStay on message; share messages to allEstablish time, place to speak with media

Patterns of Media Response10-12 HoursReporters on scene firstGrab anyone who will talkAnswer question, what happened?Results incomplete, conflicting stories emergeMedia can interfere with police, rescuers

Patterns of Media Response12-24 HoursAnswer the question, who?Authorities usually notify next of kin first before information is released to mediaThis effort causes conflict with the media doing whatever is necessary to find out about victim(s)

Patterns of Media Response24-36 HoursFocus on the question of why?Natural reaction in the aftermath is to look for blameMany theories on crisisFacts arent always corroboratedVictim confusion often leads to stories that are sensational, but didnt happen as they recall

Patterns of Media Response36-72 HoursMedia begins more in-depth analysis of what happened? and why?A new spin may be put on storySpin-off stories take on a life of their ownImportance of staying on message is criticalFunerals and memorials take place, offering a window to regroup, recharge crisis team

Media RelationsStrategy 1: Help heal; return to normalcyStrategy 2: Stay on message; one, clear voiceMedia is fastest way to communicate broadlyMedia Triage (no favoritism, focus on local first)Brief daily; never say no commentRespond to all reasonable media needsDevelop guidelines for access to students, staffSet ground rules for interviews, media pools

Recovery & RebuildingPhysical Structure from assessment to rebuilding of schoolsMental Health from triage to PTSDInformation Systems from payroll to student recordsCommunication from media siege to when, where to send studentsMemorials: events, anniversaries and moving on

What have we learned?A Leadership Test Response defines the organization; be credibleA Communication Test How strong is your communication program?A Professional Test How will you emerge as a key advisor?

A Perspective on Lessons LearnedIn preparation If you start off behind, you will stay behindBeing proactive only keeps you evenIdentify chain of command for decision-making, what to do if it breaks downSite, district plans must have contingenciesCrisis plans must be specific, automatic, tested

A Perspective on Lessons LearnedIn preparation Establish inter-agency protocols in advanceProvide parents advance notice of crisis plan, their role in the process

A Perspective on Lessons LearnedDuring the crisis Mobilize response team that shields the site, students and staff from outside forcesMake call for assistance before its too lateUnderstand its not business as usualAct in the short-term, think in the long-termYou need soldiers, generals on front linesKnow key messages and stick to them!

A Perspective on Lessons LearnedDuring the crisis Dont let media dominate your time, attentionStay focused on target audiencesInternal communications is more importantView crisis from outside in to gauge publicWatch for external political, personal agendasWatch for ripple effect and copycats

A Perspective on Lessons LearnedDuring the crisis Maintain active rumor controlBalance privacy rights of individuals (FERPA) with publics right to knowBe firm on media access to facilities, people

A Perspective on Lessons LearnedIn the aftermath Crisis has long-term life; remember healing processes and triggering eventsBrace for blameContinuously update crisis plan; learn from other situationsTrain new staff immediatelyRetrain all staff annually; dont forget students

A Perspective on Lessons LearnedIn the aftermath Crisis not only creates character, but reveals itSeek opportunities to return to normalSeek closure and commemorateTake care of yourself and your teamBring in reinforcementsRemember your team on anniversary dates

Additional ResourcesThe following slides are additional resources for schools/universities to use in training with students and staff:Crisis Planning10-Step Approach to Proactive Crisis PlanningSchool/District/University Crisis Team ResponsibilitiesLiterature ResourcesPhotocopying of the following materials is permissible for training purposes only, and source attribution to: Rick J. Kaufman, APR

Common Mistakes of Crisis ManagementPutting news media ahead of employees Employees want, deserve news FIRSTLack of comprehensive media strategy Who is spokesperson or persons? What are key messages?Ignoring the Window of Opportunity Vital to address issues; once window closes it becomes difficult to change perceptionsNo clearly assigned roles Lack of role clarity guarantees confusion; know leaders, doers

Common Mistakes of Crisis ManagementLimit communication due to litigation fears Litigation usually follows adversityNo crisis plan Believing a crisis cant happen is ignorant, arrogant. No plan can result in crippling damage to an organizationUntested crisis plan Single most important mistake; also if developed in isolation

10 Steps to Proactive Crisis PlanningReview existing policies on crisis communication and managementReview guidelines and procedures for implementing policiesReview any existing crisis plansEstablish crisis teams - district level - building level - safety task force

10 Steps to Proactive Crisis PlanningBuild relationships with community agencies, volunteers and opinion leadersDialogue with the communityDivide planning into manageable sections - crisis most likely to occur - outline action steps for each - define roles - identify possible issues/obstacles - determine strategiesPrepare tool kit and resource list (go box)Determine format and prepare written planProvide training for all staff, students

Crisis Planning: Mitigation & PreventionGoal: Decrease the need for responseConnect with community emergency responders to identify hazards.Assess problem areas in buildings, grounds.Assign official duties, responsibilities for safe, secure sites.Involve staff in crisis planning.Review data on critical incidents, such as fires, floods, etc.Determine major problems likely to occur.Develop a response protocol to safety problems.Assess district, building vulnerability to a variety of crises.

Crisis Planning: PreparednessGoal: Facilitate a rapid, coordinated & effective responseReview crisis plans used in schools, communities. Identify agencies involved in crisis planning.Develop communication systems that include staff, students, families and media.Design procedures to locate, account for every student, staff during a crisis.Compile facility information, such as maps, locations of shut-off valves.Assemble equipment needed to save lives, provide treatment.

Crisis Planning: ResponseGoal: Follow a well-designed emergency planDetermine extent of danger and if it amounts to widespread crisis.Identify the crisis and an appropriate response.Activate an incident-management system.Implement strategies (evacuation, lockdown, shelter-in-place)Communicate with key staff positioned at designated areas.Oversee emergency responses, such as first-aid and rescue services; triage areas.Call for more aid and assistance if required, needed.

Crisis Planning: RecoveryGoal: Return to a daily routine and restore order quicklyAllow adequate time for recovery, but immediately draw up plans to resume classroom learning, restore damaged buildings.Monitor signs of PTSD and other emotional disorders in students, staff.Conduct debriefings with first responders and school staff, and use suggestions to revise plans and conduct training and drills.

School/District/University Crisis TeamsResponsibilities of District/University Crisis Team:Define clear crisis roles for ALL staffTrain and assist school/building level crisis teamsOn call for all crises district and building (maybe community)Make policy and procedure recommendationsCommunicate safety precautions and proceduresWork with Safety Task Force to identify best practicesServe as lead crisis team in catastrophic or long-term eventStaff and operate communications command centerLiaison with other agencies and intervention teamsEvaluate crisis response actions

School/District/University Crisis TeamsResponsibilities of School/Building Crisis Team:Refine district crisis plan for school/building needsDefine clear crisis roles for all school/building staffConduct regular safety assessments of school/buildingProvide in-service training and drills for staffRecommend policy/procedure changes to district crisis teamCommunicate safety precautions and procedures to parentsServe as immediate site crisis response team and work with district teamEvaluate crisis response actions

Crisis Communication TipsWhat should be communicated in a crisis?

What happened? Avoid using sensational, romantic account.Omit information that can be used to copy act.Who was involved using general terms, unless names are public.How individuals were involved may be reported in general terms.Where incident happened, when it occurred. Be specific.Prognosis of those involved once verified (work w/ families).Avoid no comment answers; this suggests something to hide.Its OK to say, I dont know or I dont have that answer right now. Ill have to get back to you. Then DO IT!Be honest and show real emotion.Be cautious with the question, How are you doing?

Crisis Communication TipsSuggestions for Avoiding Sensationalism Clarify what interview is about.Dont agree if interview is sensationalistic or takes you away from your message and focus.Avoid playing blame game.Avoid interviews that focus on perpetrators of violence.Stress positive vs negative images.Be wary of live call-in shows. You have very little control over topic of conversation.Avoid repetitive and excessive interviews on the violent act.Goal is to focus on healing, returning to normal moving forward.

ResourcesThe Complete Crisis Communication Management Manual for Schools, National School Public Relations AssociationCoping with Crisis by Scott Poland & Jami McCormickSchool Crisis Survival Guide by Suni Petersen & Ron StraubPractical Information on Crisis Planning: A Guide for Schools and Communities, U.S. Dept. of Education

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