CRISIS

COMMUNICATIONMANAGING PRINT, RADIO, TV MEDIA, SOCIAL MEDIA

Courtney Schrieve

Communications Director,

North Thurston Public

Schools

THE PHONE CALL NOBODY WANTS TO GET

APRIL 27, 2015

WHAT COULD HAVE HAPPENED

WHAT DID HAPPEN

WHAT DO YOU DO FIRST? • ALL HANDS ON DECK!!!

• CONFIRM REPORTS WITH INCIDENT COMMANDER

• USE SOCIAL MEDIA

• KEEP STAFF INFORMED

• ACTIVATE SCHOOL MESSENGER

• UPDATE WEBSITE REGULARLY

• RETURN MEDIA CALLS AS ABLE

• REPEAT

FEEDING THE BEAST • SCHOOL SHOOTINGS ARE BIG NEWS

• DECIDE AHEAD OF TIME WHO WILL BE YOUR MEDIA SPOKESPERSON

• COORDINATE PRESS CONFERENCES/RELEASES WITH LAW ENFORCEMENT

• GET THEM “REAL PEOPLE”

• KEEP MEDIA UPDATED THROUGH TWITTER, LIST SERVE OR OTHER SOCIAL MEDIA

• GIVE LOCAL MEDIA THE NEWS FIRST

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WHAT WOULD MY DISTRICT DO?

WHAT IS AN EXAMPLE OF A RECENT CRISIS IN YOUR DISTRICT?

WHAT HAPPENED? WHAT WAS MEDIA RESPONSE?

REVIEW YOUR RESPONSE!

WHAT WOULD YOU DO DIFFERENTLY?

WHAT WORKED?

WHAT DIDN’T?

WRITE DOWN YOUR TIMELINE

SAVE YOUR CONTACTS

SUPPORT EACH OTHER

FOCUS ON YOUR STAFF AND STUDENTS

COMMUNITY MEETING FOLLOW UP • INVITE MENTAL HEALTH EXPERTS

• INVITE COMMUNITY LEADERS & LAW ENFORCEMENT

• ALLOW PEOPLE TO COMMENT

• ACKNOWLEDGE WE CAN IMPROVE PROCESS

• LET THEM KNOW WHAT’S NEXT

• THANK COMMUNITY FOR SUPPORT

FIND THE POSITIVE WITHIN THE TRAGEDY

THERE IS A SILVER LINING

WE ARE A TEAM! COURTNEY SCHRIEVE

360-528-9435 (CELL)

CSCHRIEVE@NTHURSTON.K12.WA.US