Dealing with Rumors

Establishing reliable communication networks is critical for dealing effectively with a potentially detrimental phenomenon often present in emergencies: Rumors.  People are going to talk about an emergency and, when accurate information is not available, rumors begin and without facts people will speculate.  Rumors create a negative perception of the school’s ability to manage an emergency.  The most effective strategy for combating rumors is to provide facts as soon as possible.

·        Identify and notify internal groups including administrators, teachers, students, custodians, secretaries, teaching assistants, cafeteria workers, bus drivers, etc.  These are primary sources of information and are likely to be contacted in their neighborhoods, at grocery stores, etc.  It is critical that they have accurate information because what they know (or are speculating about) will be passed on.  A faculty/staff meeting should be held before staff members go home so that what is (and is not) known can be clearly communicated.

·        Clerical staff who answer the telephone at the school and at the Central Office must know which information can be shared and which information cannot be shared.  They must be kept informed of inaccurate information which is circulating so they can help correct misinformation.  Designating a few persons to answer calls helps control the circulating of misinformation. Have a scripted pre-approved statement for faxing, e-mailing and telephone communication.
 

·        Use of  key communicators which are adults and students who talk to and are believed by many people in the community, will help to combat rumors in the community. These individuals may or may not be in positions of authority or officially recognized leaders. They are frequently dentists, police officers, firefighters, news agency owners, post office clerks, contacts from radio and television, etc.  Within the school it might include a school secretary, custodian and others that have a interest in the schools and the community. Of course it should also include various segments of the school district staff.  These key communicators distinguishing characteristics are that they are respected by their peers and other people trust their opinions.  These key communicators agree to disseminate accurate information about the school system and correct misinformation. They keep in touch with school officials and immediately report misperceptions in the case of emergencies. A telephone tree or a briefing held especially for identified community representatives directly associated with the school will help convey accurate information.

·        The media can also help control rumors; ask them to provide frequent updates to the public, particularly providing accurate information where rumors need to be dispelled.
 

·        After an immediate emergency has passed, public meetings may be helpful.  It provides an opportunity for people to ask questions and to receive accurate information.  A follow-up public meeting may also be helpful in restoring the community’s confidence in the school’s ability to manage emergencies and to provide a safe environment.