Crafting a Crisis Communications Plan BEFORE You Need It

Annual Finance SeminarSeptember 11, 2015

Eric V. Hall, Partner, Lewis Roca RothgerberStacy Rader, Director of Communications, Colorado League of Charter Schools

How many Colorado charter schools battled

negative media stories in the 2014-15 school year?

Colorado charters reported losing 17-100 students as a result of

bad press.

CommunicationsTop Ten Mistakes to Avoid in Crisis

1. Underestimating the power of parents.2. Not returning a reporter’s phone call.3. Complaining to a reporter or their editor about a story in an emotional way.4. Becoming defensive or saying “no comment”5. Coming across as unsympathetic or arrogant.6. Refusing to provide open-records information upon request.7. Refusing reporters’ access to your school.8. Providing the media with sensitive/protected student information.9. Finger-pointing/placing blame on parents or students10. Not calling the League of Charter Schools for assistance!

When a parent or ex-employee goes to the media, legally a school

can only say so much.

But ignoring the media (or providing a canned, vague

statement) can lead to this…

Being Proactive to Avoid Crisis

1. Identify Your Crisis Team

At a minimum: School’s Attorney School’s Communications Director

(or the League’s Communications Director) School Administrator School Board President

Being Proactive to Avoid Crisis

2. Identify Your School’s Primary and Backup Spokesperson

Someone comfortable talking to the media Someone who will stay on message Ideally a school’s communications director,

administrator or board chair

Send them to media training

Being Proactive to Avoid Crisis

3. Have a Policy for Media Inquiries

All staff should know who the school’s media spokesperson is – and not attempt to answer media inquiries on their own

Train front desk staff how to answer media calls

Being Proactive to Avoid Crisis

4. Compile Critical Information into a Binder

Gather Critical InformationContact Information for Stakeholders Crisis Team (see slide above) Authorizer Media Law Enforcement, etc.

Keep a Copy of the Binder Onsite and Another Copy Offsite

Being Proactive to Avoid Crisis

5. Understand Privileges and the Law

Understand PrivilegesAttorney/ClientExecutive Session

Comply with Open Meetings LawBoard MeetingsExecutive Sessions

Additional Thoughts…

When You’re BlindsidedReactive Mode

Determine what to tell the media in the short termE.g., What’s your deadline? I’ll get back to you.

Convene your Crisis Team Determine what can be shared with the media

Determine legal and communications plan Be careful about what you say and what you put

in an email or text.

Communications Audiences to Consider

BoardStaffParents/FamiliesStudents Involved Media

Dangers of Email and Text Messages

It’s better to pick up the phoneEmails and texts can and will be used

against you

Is It Worth It?

What are the consequences of enforcing a dress code or policy? Would enforcement attract the media?

Hiring a PR/Communications Firm

If you decide to hire a PR firm, be sure to interview them Do they have experience working with schools

or other public entities Do they experience handling politically

sensitive issues?

Questions???For more information contact:

Stacy Rader, srader@coloradoleague.org

Eric V. Hall, ehall@lrrlaw.com