In this month's issue explore ways to keep your school safe and choosing joy this school year!
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Friend,
Often, curiosity among our community follows a trend. If an educator is facing a challenge in DC, we'll likely see that same curiosity emerge in California, Alaska, or Arizona. Over the past month, we’ve gotten dozens of questions from schools about communicating during a crisis — how to
do it, when to do it, what channels to use, and what kind of response to expect. We know this is a complex and often challenging topic for schools to navigate.
That’s in part because when we learn about a crisis at a school, it can (understandably) set off panic alarms that can complicate - even frustrate - our real-time response. This is especially true for families, who are typically off campus and rely on school communication for information. When they don’t receive regular updates, they begin speculating, filling the information void with their own worst-case scenarios. As author and researcher Brené Brown says: “In the absence of data, we all make up stories.” This reaction is in our nature. Our brains are meaning-making machines. So, as schools, what’s the best way to navigate this response?
We know there is no way to avoid all speculation and anxiety. But, we believe strongly that our school community can become allies in an emergency when communication is strong, forthcoming, and ongoing. To help you feel better equipped to do this at your school, we’re dedicating this month’s newsletter to this very topic, offering unique insights from Managing Director, Cat Cecere, who has led multiple school-based crisis responses and understands these many complexities.
We hope the suite of resources and learning opportunities shared below helps you and your team navigate the complexities of communication. We are here to provide support as you work to build a strong and effective crisis communication plan.
Last week, during a check-in meeting with a school in Missouri, the Head of School asked us an important question: “How do we determine what to communicate during announcements about emergencies? Should the message be the same between drills and actual emergencies?”
This is such an important question! When it comes to communication during emergency responses, think about preparation, clarity, and redundancy. Each plays an important role in both drills and actual emergencies:
Preparation means making sure you have templates created in advance for some of the more common emergencies you might face, so you can move quickly to get the message out and can communicate updates consistently. You also want to pre-plan which staff member will send out each type of communication (with a backup person trained, too!).
Action Item: Brainstorm the most expected emergencies for your campus and assign roles and responsibilities around communicating during those situations!
Clarity means everyone on campus understands the message (read: don’t use code words) and is clear on the protocols. Additionally, it should always be clear to everyone when you’re practicing a drill vs. responding to a real emergency.
Action item: Build your templates using plain language, and make a note to include the word "drill" during practice.
Redundancy is the practice of sending a message through multiple channels, and it’s essential for ensuring information reaches everyone promptly. Utilizing a combination of communication channels (PA systems, text messages, classroom phones, emergency notification systems (ENS), and walkie-talkies, for example) helps ensure that no one misses critical information during emergencies.
Action item: During your next drill, ensure you are testing all relevant communication systems that you would plan to use in a real emergency.
To support schools navigating this question, we’ve put together a package of resources below that you can explore and share with your community. And as always, we’re here to help if you have questions along the way!
Simple School Solutions: Emergency notification scripts designed for various school-wide announcements during a crisis. From lockdown procedures to shelter-in-place protocols, these scripts provide guidance for effective communication.
Crisis Comms Blog Post: This blog post covers advice on establishing communication protocols, providing timely updates to your community, and building trust during challenging times.
March 11th Webinar: In our upcoming webinar next week, learn how to prepare a crisis communications plan by thinking through your objectives, stakeholders, communication team, and templates.
Crisis Response Course Bundle: Our Joffe Academy Crisis Response Bundle consists of 10 courses designed to help you gain the skills and knowledge needed to navigate any emergency with confidence. From initial response strategies to post-event recovery efforts, our expert-led instruction prepares you to anticipate, assess, and mitigate crises effectively. Don't miss out on our limited-time offer - use code CrisisPrep24for a 50% discount off the $120 value. Enroll now and ensure you're prepared for whatever tomorrow brings!
Join us next month as we feature our "Speaker Series" on the school safety webinar. Experts from SPARC, the Summer Programs and Auxillary Revenue Collaborative, will be presenting on Ensuring Safety Beyond School Hours.
Don't miss a thing!
Add our live monthly webinar dates to your calendar
Now available on audiobook! Check out Chris Joffe’s new book, “All Clear: Lessons from a Decade Managing School Crises.” Chris breaks down all his lessons, tips, and tricks for successful emergency response in schools! Find it onAudible, Apple Books, or your favorite audiobook seller.
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We regularly post updates, blog posts, and share resources specifically designed to support school health and safety.
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