Don’t Wait for a Crisis to Build Your Communications Plan
Emergencies are inevitable in schools — but the fallout can be minimized with thoughtful, timely communication.
The strongest leaders know that crisis response is about more than logistics. In moments of uncertainty, people are looking for clarity, reassurance, transparency, and trust.
The first 60 minutes after an incident — the “Golden Hour” — are often the most important. Even when information is limited, a short, accurate, and empathetic update can make a meaningful difference in how a community experiences and responds to a crisis.
Too often, leaders are trying to build the plane while flying it. That’s why we always encourage schools to have an emergency communications playbook built before they need it — one that includes stakeholder lists, communications cascades, key talking points, draft templates, and a plan for managing both the immediate emergency and the longer-term public narrative.
To support that work, we’re sharing our Emergency Communications Response Template. It includes:
Collection of facts & timelines
Stakeholders to notify
Communications cascades
Key talking points
Draft communication deliverables
A medium-term crisis PR plan
Our biggest recommendation: don’t wait for a crisis to test your systems. Complete the contact sections in advance, make the plan easily accessible, and revisit it regularly with your leadership team.
Looking for communications, crisis response, or public affairs support for your organization?
We partner with schools, nonprofits, and mission-driven organizations to strengthen communications strategy, prepare leaders for high-pressure moments, and build trust with key stakeholders. We offer workshops, coaching, and strategic support focused on:
Emergency Communications Planning & Response
Crisis PR & Reputation Management
Strategic Communications & Narrative Development
Media Relations & Press Strategy
Stakeholder Communications & Community Engagement
Leadership Messaging & Spokesperson Preparation
Change Management Communications
Communications Systems, Protocols, & Playbooks
Board, Donor, & VIP Stakeholder Communications
Team Training, Simulations, & Scenario Planning
Contact us for more information and to schedule a call to learn more!
