-
Identify a single information source (typically
this will be your designated Public Information
Officer).
-
Direct media representatives to one
area (on or off campus) where briefings can take
place (this should be done in advance so there is a
known media staging area). This should not
necessarily take place at the site of the event
unless the school is showing how normalcy has been
restored.
-
Instruct all employees to refer all
information and questions to Media Liaison or
Information Official.
-
If the emergency is a death, consult
with the deceased student/staff member’s family
before making a statement.
-
Insist that reporters respect the
privacy rights of students and staff.
-
Advise students of the school’s
student media policy.
-
The school should decide what to say,
issue a statement, and answer questions within the
limits of confidentiality.
-
Remind employees that only designated
personnel are
authorized to talk with news media.
-
Take initiative with news media and
let them know what is or is not known about the
situation.
-
Emphasize school’s/district’s good
record.
-
Speak to reporters in plain English -
not in “educationese.”
-
If there is involvement with a
criminal case, work in conjunction with law
enforcement spokesperson and the local board
attorney.
-
Don’t try to “kill” a story; don’t say
“no comment;” don’t speculate; don’t try to blame
anyone for anything.
-
When communicating, maintain a unified
position and message; keep messages concise, clear,
and consistent.
-
Contact District Support Team to
regularly update.
-
Delay releasing information until
facts are verified and the school’s position is
clear; prepare statements about the situation in
advance to read (avoid ad-libbing).
-
Assign sufficient staff to handle
phones and keep a log of calls and personal
contacts.
-
Express appreciation to all persons
who helped handle the emergency.
