cobb county crisis plan
TRANSCRIPT
Crisis Communications Plan for Cheating Scandals
Crisis Communications Plan Team
School of Communications
Kennesaw State University
Professor Emma Wertz
Written October 13, 2016
Erin Martin
Matt Neuenschwander
Jamie Perello
Daniel Peters
Samantha Popham
Matthew Prater
Tested: _____________________
_____________________
_____________________
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Table of Contents
Step 1: Cover Page ……………………………………………………………………………….1
Step 2: Introduction …………………………………………………………………………….3-7
Step 3: Acknowledgements ………………………………………………………………………8
Step 4: Rehearsal Dates …………………………………………………………………………..9
Step 5: Purpose and Objectives ………………………………………………………………….10
Step 6: Key Publics and Notifying Key Publics ………………………………………………...11
Step 7: Crisis Team and Crisis Directory…………………………………………………….12-13
Step 8: Media Spokesperson & Training ………………………………………………….....14-16
Step 9: Emergency Personnel …………………………………………………………………...16
Step 10: Equipment ……………………………………………………………………………...16
Step 11: Fact Sheet, News Release, Glossary, Internet Sources …………………………….17-25
Step 12: Key Messages ………………………………………………………………………26-28
Step 13: Media Kit ………………………………………………………………………………29
Step 14: Update Website …………………………………………………………………….30-31
Step 15: Blogs ……………………………………………………………………………….32-33
Step 16: Evaluation ………………………………………………………………………….34-35
Appendix …………………………………………………………………………………….36-37
References ………………………………………………………………………………………38
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Statement from Management to Employees
Introduction:
Why is this plan important?
Each student of Cobb County Schools is required to be given a chance to succeed.
Additionally, each student is given the same opportunities; thus, no student shall receive special
treatment or negligence. If a particular student cannot meet the standards of Cobb County
Schools in order to reach a passing status, he or she must proceed with the necessary procedures
to achieve a passing status. That is the responsibility of the individual student – not the teachers,
faculty or staff.
Cobb County Schools functions off its numerous contributors: leadership, teachers and
students among others. To get these hundreds of thousands of pieces of this one, large unit to
share the same vision, training must be persistent. One misaligned vision among Cobb County
Schools could taint the system’s best interest. Leadership must be stronger than individuals with
skewed visions. To assume all Cobb County Schools’s pieces are in-line with the system’s
visions would be irresponsible, and an individual could sacrifice all this school system stands for
and has built.
Though these guidelines are set in place for the best interest of Cobb County Schools’
students, its institutions and its community, the school system is still at risk to endure improper
handling of the grading scale. Students might deceive the system by cheating, and those students
will be disciplined accordingly; however, Cobb County Schools needs be to prepare for a
potential cheating dishonor administered by its teachers, which would be completely
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unacceptable, but possible.
A teacher’s job is to equip the future generation with the necessary skills, knowledge and
morals needed to continue society. Challenge, practice and self-preparation are needed to do well
on exams and other evaluations. These exams and other course material in the system are
designed to help students to retain necessary information, encouraging them to be disciplined in
their studies. Grades are earned and not given; receiving improper grades or test results – like in
a cheating scandal – make students to miss important information in their schooling, develop
poor work habits and learn immoral values.
What can happen if this plan is not followed?
Without proper precautions, i.e., training, instruction, etc., the integrity, mission and
trustworthiness of Cobb County Schools could be compromised if a cheating scandal were to
come out of the school system. Faculty and staff alike must align to protect Cobb County
Schools’s duty: properly equipping students with the tools necessary to succeed following their
K-12 tenure. Persistent reminders and ample training are wise to ensure faculty and staff share
the same goals and visions for Cobb County Schools. Without this topic on the forefront of the
minds of leadership and teachers, the criminal act of aiding students by cheating might seem
plausible to some, and a larger-than-life, irredeemable scandal, which could have been
prevented, would taint Cobb County Schools. The system’s procedures are in place to protect,
develop and train Cobb County’s students, families and community, and protecting those
stakeholders is Cobb County Schools’s main priority.
On an individual level, everyone involved in the scandal from the superintendent to a
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testing coordinator could face criminal charges for being involved in the crisis. Students involved
in a cheating scandal are hindered, which goes completely against Cobb County Schools’
student-first approach.
A cheating scandal would be detrimental to this school system and its community
because concerned parents and guardians would consider Cobb County Schools insufficient for
their kids if a scandal were to break. This might cause families to move outside Cobb County,
harming school funding, local economic stimulation and the general judgment toward people and
organizations in Cobb County.
Have there been warning signs?
As later explained in detail in a subsequent section, nearby, prominent school systems
have recently had cheating scandals. Currently, Cobb County Schools shows no signs of a
cheating scandal breaking; however, one could break at any moment without proper leadership
insertion and surveillance over the system’s institutions. With their under-the-table nature,
cheating scandals are unpredictable and do not pose warning before threating a school system top
to bottom.
In fact, instances of cheating could be currently taking place in Cobb County Schools.
According to Almasy (2015), a 2013 indictment of the Fulton County cheating scandal showed
signs of cheating as early as 2001. Proper training needs to be put into action to instill and
reiterate proper standards of test taking. If cheating by the system were to be currently happening
in Cobb County Schools – a worst-case scenario – then these protocols could uncover it
internally, minimizing the backlash and correcting the improper procedures. Having no signs of
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cheating does not mean cheating is not happening; that cannot be assumed. Though there are no
warning signs, this type of crisis could break at any moment without notice, but, with the
protocols in this plan, Cobb County Schools can be prepared and react appropriately if it were to
happen.
Has it happened to similar organizations?
Though this crisis has not previously happened to Cobb County Schools, a cheating
scandal is still plausible given similar, local school system has dealt with this crisis within the
previous few years.
As Copeland (2013) wrote, 35 educators were indicted in March 2013 for a cheating
scandal that spanned over 58 schools in the Atlanta area. These individuals were principals,
administrators, teachers and a school secretary of the public school system. Copeland (2013)
mentioned that 196 school districts across the U.S. had suspicious test scores. Almasy (2015)
wrote that “Michael Bowers, a former Georgia attorney general who investigated the cheating
scandal, said in 2013 that there were ‘cheating parties,’ erasures in and out of classrooms, and
teachers were told to make changes to student answers on tests.”
Of the 12 defendants involved in the scandal, 11 were found guilty, according to Almasy
(2015). Fulton County Schools’ superintendent resigned in 2010 and did not attend the trial due
to an illness, later dying in March, 2015. According to a press release by the office of the Fulton
County District Attorney (2013), a Fulton County Grand Jury indicted 35 people connected to
the cheating scandal; these were people ranging from the superintendent, human resources staff,
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principals, assistant principals, teachers, a secretary and testing coordinators among others. Some
sentences were one to five years whereas others resulted in 20 years of imprisonment.
This case headlined the news for years, and it was at the forefront of educators’s minds
around the U.S. A scandal a fraction the size of Atlanta’s would be detrimental without a plan in
place, but it would be recoverable with a plan and proper training.
Given the size of Cobb County Schools and those who have a hand in it, a cheating
scandal is probable to happen if this plan were not followed. Leadership, faculty and staff need to
share a common goal and common values. Individuals who run Cobb County Schools could cut
corners and stray from the integrity of the school system if not kept in constant reminder and
training of its structure. If this plan were not implemented, the odds of one individual
exaggerating or boosting a student’s grade are probable. This plan also covers how to respond
and react if a cheating scandal were to break, aiding the leaders of a school system that is under
the microscope; this plan presents the appropriate steps not to discount the wisdom of Cobb
County Schools’s leadership, but to assist its leadership is a time of crisis.
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Acknowledgements
By signing this announcement, I confirm that I have read this plan and am willing to put it into
conclusion.
Principal _____________________
(Signature and Date)
Assistant Principal _____________________
(Signature and Date)
Assistant Administrator _____________________
(Signature and Date)
Central Office Assistant _____________________
(Signature and Date)
CCSD Superintendent _____________________
(Signature and Date)
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Rehearsal Dates Schedule
Rehearsal Dates July 1, 2017
December 2, 2017
July 7, 2018
December 1, 2018
We have decided to conduct a tabletop, during the rehearsal dates above. During these informal
tabletops, we will discuss emergency crisis roles and will consider scenarios dealing with our
topic of potential school cheating scandals. We will also converse about any weaknesses in our
plan and answer any unresolved questions. These tabletops are designed to assess and ensure our
readiness and the procedures needed with school cheating scandals.
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Purpose and Objectives Statement
Purpose:
In the event of a cheating scandal, we must take immediate action to communicate the
significance of repairing the reputation of the Cobb Country School district and take the
necessary steps to inform our publics which include: parents, stakeholders, students and faculty
and staff. We also aim to clarify the precise facts and details that have led to the cheating
scandal. We will focus on rebuilding the trust the school district and all publics affected in this
crisis.
Objectives:
1. Notify leadership of the essential procedures to determine the source of the widespread
cheating scandal.
2. Maintain honesty and transparency with the media and keep all publics consistently
informed with updated precise information.
3. Communicate to leadership and stakeholders of the significance of emerging methods to
prevent similar crises in the future.
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Methods of Communication
Publics Take-
home
Letters
Automated
Phone Calls News/Press
Release
E-
Cobb
County
School
District
Website
Social
Media
Faculty and staff X
X
X X
Superintendent and
Executive Cabinet
X X
Investors/Stakeholders X X X X
Parents X X X X X
Students X X X
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Crisis Team
● Cobb County School District Superintendent and Executive Cabinet:
● Superintendent
● Deputy Superintendent-Selected Media Spokesperson
● Chief Technology Officer
● Chief Accountability & Research Officer
● Chief Financial Officer
● Chief of Staff
● Chief Leadership Officer
● Executive Secretary
Title Name E-
Office
Phone
Emergency
Phone
Superintendent
Duties: Provide consistent face of crisis; Relay all
accurate messages to media outlets; Second official
Media Spokesperson.
Chief of Staff
Duties: Organize staff conference; Inform the staff;
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Relay all messages to staff and employees.
Deputy Superintendent
Duties: Third official Media Spokesperson;
Organize press conference.
Chief Accountability & Research Officer
Duties: Official media spokesperson; Formulate
plan of action; Contact media.
Executive Secretary
Duties: The one to prepare press releases and any
written statements (E-Mail informing particular
publics and take home letters).
Chief Leadership Officer
Duties: Ensure the executive board members are
aware of all updates to avoid ambiguity.
Chief Financial officer
Duties: Maintain contact with investors and ensure
they are aware of all available information.
Chief Technology Officer
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Duties: Update the public through the Cobb County
School District website, social media, formulate the
automated phone call.
Media Spokesperson and Training
The selected media spokesperson is the Chief Accountability & Research Officer for the Cobb
County School District in case of a cheating scandal. Since the Chief Accountability & Research
Officer provides direction and support to stakeholders with many resources to improve student
learning. Chief Accountability & Research Officer has access to the resources they need to
provide accurate information about the widespread cheating scandal to stakeholders and the
target publics.
Description:
● The spokesperson for the Cobb County School District in case of a widespread cheating
scandal.
● Keeps the public informed and updated about problems surrounding the scandal.
● Face of the district and defends the school district’s image and reputation during the
event of a cheating scandal.
● The visible leader in the event of a cheating scandal and addresses all ambiguity from the
publics.
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Responsibilities:
● Directly responsible for informing the media in all details related to the crisis.
● Responsible for answering questions that may arise during the scandal.
● Responsible for keeping the public informed in all stages of the crisis, especially when
new information arises.
● Should maintain image and reputation of school district in all stages of the crisis.
● Keeping up appearances with the public and maintaining good relationship during all
stages of the crisis.
● Being visible, available and genuine about the continuation of the crisis to the public and
stakeholders.
Interview Tips:
● Prepare to have questions from parents, teachers, news media and stakeholders.
● Prepare to give a brief summary of what is known at every point of the scandal.
● Prepare to be transparent with all answer but do not make absolute guarantees.
● Prepare for media to ask tricky questions that there may not be a solid answer to.
● Try not to use “ no comment”
● Speak clearly and concisely and always avoid slang/ jargon.
Trick Questions:
● Be aware of bipolar trap questions where they elicit a yes or a no, these questions may begin as “were you”, “would you”, was it”, “do you”, “did you”, “are you”,
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and “is there”. EXAMPLE: Do you know exactly who was involved in the cheating scandal? or Are you aware that ____ amount of students test were affected?
● Be aware of leading questions such as “what is your opinion on the cheating scandal” Communicate facts with no opinion.
● Be precautious when asked to “confirm facts”, make sure to solely communicate the cheating scandal information known to be factual at the given time. EXAMPLE: Can you confirm that _____ was the sole instigator of the cheating scandal?
● Be alert and prepared when answering questions with many probing questions. EXAMPLE: How many people are being investigated at this time? ---> Where will they be investigated at?
● Be aware of the curious probe where the interviewer is asking for questions they do not need. For example, “What were the names of the students involved”? State that the information cannot be released due to the privacy policy.
Emergency Personnel Information
Title Address Phone Email
Attorney Vic Reynolds 70 Haynes St, Marietta, GA 30090 770-528-3080 n/a
Cobb County Police
Department
140 North Marietta Parkway
Marietta, Georgia 30060
770-499-3900 n/a
Equipment
Equipment Needed:
● Pens ● Paper/Notepads● Laptops ● Internet Access/WiFi● Electronic Chargers ● Tape Recorder● Cell Phones
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Fact Sheet
● Cobb County School District
● 2nd Largest district in Georgia
● 24th Largest district in the United States
● 112,708 students currently enrolled
● Graduation rate: 81.4% (2015)
● 14,984 employees
● Values
● Achievement - aspiring to the highest level of excellence
● Integrity - demonstrating honesty, consistency, taking responsibility for
action, being worthy of trust
● Creativity/Innovation - supporting flexibility, adaptability in keeping up
with changes in education and technology
● Accountability - taking responsibility for actions, outcomes, and
expectations
● Goals
● Vary learning experiences to increase success in career paths.17
● Differentiate resources for areas/schools based on needs.
● Develop stakeholder involvement to promote student success.
● Recruit, hire, support, and retain employees for the highest levels of
excellence
● Mission: Creating and Supporting Pathways for Success
● Vision: Empowering Dreams for the Future
● Educational Cheating
● Cheating is defined as obtaining or attempting to obtain, or aiding another to
obtain credit for work, or any improvement in evaluation of performance, by any
dishonest or deceptive means.
● Cobb County School District’s faculty test altering definition: Changing,
tampering or fabricating students test scores or test answers will be considered
altering. This includes emphasizing the correct answer when reading aloud,
erasing wrong answers and filling in the correct answer, placing children in areas
to cheat off smarter children, giving students the correct answer when they ask
and allowing students to correct answers from previous sections. All stated
incidents directly violate Cobb County School District’s academic integrity and
Georgia Testing Policies.
● In a NEA survey, a large amount of teachers reported feeling considerable
pressure to improve test scores; 72 percent responded that they felt “moderate” or
“extreme” pressure from both school and district administrators.
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Location: The Cobb County School District's central office: 514 Glover Street Marietta, GA
30060
Website: http://www.cobbk12.org/
Phone: The Cobb County School District’s phone number: 770-426-3300
Media Contact:
Cathy Adams
Executive Secretary
Cobb County School District
770-426-3310
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For Immediate Release
Suspected Widespread Cheating Scandal in Cobb County School District
DATE: _______________
(CITY), Ga – Several Cobb County students have been accused of a county-wide standardized
testing cheating scandal at [school name(s)]. At the moment, there are not any concise answers
as to how this started and exactly how many people are involved in this situation.
Cobb County board officials are taking this matter very seriously and have vowed to find
the source of this scandal and punish all of those that are involved. “We are taking the necessary
steps to get down to the bottom of this situation and make sure it never happens again,” Cobb
County Chief Accountability & Research Officer, [name] said.
County administrators, including [name], the Cobb County Superintendent, are working
hard together with local law enforcement and government officials to get to the bottom of this
situation. Cobb County School District has made it clear that they do not tolerate cheating of any
kind, and whoever is involved will receive proper punishment as well as suspension or
termination if necessary.
Every school year, standardized tests are given throughout the county to track student and
staff achievements and learning levels. There are goals are put in to place by the Board of
Educators that are reachable and most often obtained.
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-more-
Cobb County School District Information:
The Cobb County School District is the county government agency which operates public
schools in Cobb County, Georgia. It is the second-largest school system in Georgia and one
of the largest in the United States, The district is the county’s largest employer and one of
the largest in the United States, when it comes to school systems. All Cobb County schools
are accredited by the Southern Association of Colleges and Schools (SACS), and the
district is among the first to have earned district-wide accreditation.
Contact:
Cathy Adams
Executive Secretary
Cobb County School District
770-426-3310
###
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Glossary
● Cheating: An unorthodox means of obtaining an improper grade on a test, evaluation or
any other assignment.
● Comprehension: A student’s understanding of the material taught. Different students
might have different level of comprehension from one another, which is typically
determined or evaluated in a test.
● Deceive or deception: To manipulate for an exaggerated, unearned result or grade.
● Evaluation: A method to determine at student’s level of comprehension of material that
was taught.
● Failing: An unacceptable percentage of points earned on an assessment, resulting in a
requirement for another attempt. This is typically 69 percent and below.
● Negligence: The neglect or disregard for a student. This includes the student’s well-being
and learning among others.
● Passing: An acceptable percentage of points earned on an assessment to advance a
student to the next grade. This is typically 70 percent and above.
● Standards: The expected abilities, knowledge and skill set of each student – determined
by grade level and other variables, e.g., learning disabilities.
● Standardized test: An end-of-semester test issued to each student of Cobb County
Schools. The tests vary in difficulty and material depending on a student’s grade, e.g.,
first grade or 11th grade.
● Student-first: The student-centered approach, focus and integrity Cobb County Schools
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aims for.
● Academic Integrity: Honesty and responsibility in scholarship. Students and faculty
alike must obey rules of honest scholarship, which means that all academic work should
result from an individual's own efforts.
● Racketeering: A criminal activity that is performed to benefit an organization.
● Board of Education: Body of officials appointed to oversee a local or statewide school
system or systems.
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Internet Sources
http://www.cobbk12.org/
Cobb County Website
· Information on the District
· Information on Cobb County School System
http://www.cobbk12.org/centraloffice/adminrules/
Cobb County School District Board Policies and Administrative Rules
· Introduction
· Student Section
https://cobbcounty.org/index.php?option=com_content&view=article&id=1741&Itemid=889
Cobb County Police Department
· F.A.Q.’s
· Information on Cobb County Police
http://www.cobbk12.org/northcobb/NCHS_Student_Handbook_FY16-17.pdf
North Cobb High School Student Handbook
· General Information
· Academic Information
· Student Discipline24
http://www.cobbk12.org/schools/mceachern/McEachern_Web/Information_Pages/
Student_Handbook.htm
McEachern High School
· Discipline Procedures and Expectations
· Inappropriate Behaviors and Consequences
· Maintaining Student Behavior
· Student Handbook Info
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Key Messages
Widespread cheating in Cobb County
If widespread cheating were ever to be administered by a teacher or group of teachers
within the Cobb County school district, the first priority of the school system would be a concern
for its students and the surrounding community showcased by an initial investigation to discover
how the transgression occurred and who was behind it. Leadership would be briefed and updated
on procedure for dealing with falsified scores, cheating teachers, and cheating students. All the
while honest and transparent communication with the community will be a priority. Initial
communication will be about how the School District intends to discover how the cheating
occurred and intends to prevent such things from happening again in the future. Doing these
things will begin a healthy repair of the Cobb County school district’s reputation in the
community. Every public of interest, faculty and staff, the school superintendent and executive
cabinet, investors and other stakeholders, parents and students will be informed of all that is
going on in regards to the investigation, apologized to for the county's failure to uphold its value
of offering a better education, and promised that measures will be taken to not only improve the
county's education and testing process but accountability.
In addition, the Cobb County School District will stress its commitment to the proper
education of students and its continued dedication to each student's success. We will apologize
and accept responsibility for not better managing the actions of those employed by the Cobb
County school district.
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The following key messages should be stressed in the order indicated to each public:
Faculty and staff:
1. If you have any information regarding how cheating occurred, report it.
2. Cheating is in no way tolerated in our district. It is not good for the overall wellbeing of
our students or our schools.
3. We are currently working with local law enforcement to improve our efforts in detecting
the source of the incident, and prevent further cheating in our county.
Superintendent and Executive Cabinet:
1. We apologize for what has happened and hold ourselves and everyone who was involved
responsible.
2. We do not know at this time how the cheating occurred, but we are investigating and will
share our findings promptly.
3. We are developing an improved process to prevent cheating by undergoing a thorough
review of our ongoing investigation.
Investors/Stakeholders:
1. We apologize for what has happened and hold ourselves and everyone who was involved
responsible.
2. We are dedicated to the proper and fair education of Cobb County students.
3. We do not know at this time how the cheating occurred, but we are investigating and will
share our findings promptly.
Parents:
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1. We apologize for what has happened and hold ourselves and everyone who was involved
responsible.
2. We are dedicated to the proper and fair education of your children.
3. We do not know at this time how the cheating occurred, but we are investigating and will
share our findings promptly.
4. If you or your student have any information regarding our ongoing investigation or who
may be responsible, please let us know.
Students:
1. We are dedicated your proper and fair education.
2. We apologize for what has happened and hold ourselves and everyone who was involved
responsible.
3. We do not know at this time how the cheating occurred, but we are investigating and will
share our findings promptly.
4. If you have any information regarding our ongoing investigation please let us know.
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Cobb County Schools Media List
Publication Name
Publication Type
Contact Name
Contact Title
Contact Phone
Contact Email
The MDJ Newspaper Otis Brumby, III
Publisher 770-428-9411 x301
The AJC Newspaper/Online
Molly Bloom
Reporter on education
770-263-3866
Through website:http://www.myajc.com/mailfriend/300/2358/1fceb0eb1a/
The East Cobber
Magazine Cynthia Rozzo
Founder/Publisher
770-640-7070
Marietta Daily Journal
Newspaper JK Murphy
VP of Content
770-428-9411 x207
11Alive Television/Online
Valerie Hoff
Newsroom404-892-1611
Fax: 404-881-0675
WSBTV Television News
Ross Cavitt
Public Affairs office
None [email protected]
CBS46 Television News
Will Frampton
News Department
(404) 327-3200
Fax: (404) 327-3004
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Website Update Memo
Hello WEBMASTER,
RE: Widespread cheating scandal in Cobb County School District
Message:
On [date], widespread cheating activity occurred at [schools]. At this time, we are trying to get
down to the bottom of this situation and the source of the cheating. We are working with local
and federal law enforcement to define the severity of the cheating. We will update the public as
we receive any information.
Our dedication to student success is paramount to our values as an organization. Cheating in any
capacity goes against our mission, and will not be tolerated. The Cobb County School District is
undergoing an investigation of students and teachers who may be responsible for such a
transgression. We are unsure at this time who exactly is responsible or how such an action
occurred under our watch. We apologize that the integrity of the Cobb County School District
has been breached, and we take full responsibility. We plan to learn from this incident by
undergoing a thorough review of our investigation once it is complete and developing new
procedures so that similar events do not occur in the future.
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● For questions regarding this crisis please email CHIEF TECHNOLOGY OFFICER.
● For all media inquiries please email CHIEF ACCOUNTABILITY AND RESEARCH
OFFICER.
To read current articles visit the AJC here or the Marietta Daily Journal here.
Please include this picture of the school district’s superintendent from yesterday’s press
conference. (Picture)
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Blog for Widespread CCSD Cheating
Blog #1:
It has come to our attention that a number of students at (school) have been caught in
what appear to be a cheating scandal. We do not know at this time how many students are
involved and if any faculty and staff are involved as well. Cobb county schools have a zero-
tolerance policy with cheating and we apologize for anyone affected by this. We are committed
to keep Cobb county schools reputable and are working to get to the bottom of this scandal.
[insert name] CCSD Accountability Officer
Blog #2:
At this time, the Cobb County School District is undergoing an investigation of students
and teachers who may be responsible for this transgression. We are working with local law
enforcement and government officials to get to the bottom of this. We are unsure at this time
who specifically is responsible or how this occurred under our watch; and sincerely apologize
that the integrity of Cobb County schools has been tarnished by this incident.
[insert name] CCSD Chief Accountability Officer
Blog #3:
The cheating scandal that had occurred between students at (school) has been an
immense learning experience for the Cobb County School District. We want to thank the
community for standing by us and could not have properly assed this situation without the help
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of local and state law enforcement. Moving forward, new procedures will be implemented to
ensure that cheating such as this will not occur again. These efforts are to ensure that higher
education goals are met and students can continue to receive a proper and effective education.
[insert name] CCSD Chief Accountability Officer
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Evaluation
Introduction:
A crisis plan is not complete without its final evaluation. The evaluation is done to assess how
everything has been completed and to be sure that goals are met. The evaluation focuses on what
went right and what went wrong throughout the plan. It is important that the evaluation of the
crisis plan is done right after the crisis is over. It should be done with the crisis fresh in mind. We
think about all aspects of the crisis plan so that we can see what to do better next time, should
this crisis ever happen again. Part of the evaluation is to evaluate our objectives we previously
created, seen below:
1. Measuring objective 1: Notify leadership of the essential procedures to determine the source
of the widespread cheating scandal.
a. Has everybody who needs to be contacted been contacted? Are the appropriate leaders
involved? Was there anyone that was missed? Have we provided the leaders with all
necessary information and procedures? Are the procedures being acted on appropriately?
Were we able to determine the source of the cheating? What was done after the source
was determined?
2. Measuring objective 2: Maintain honesty and transparency with the media and keep all
publics consistently informed with updated precise information.
a. Has there been constant communication with the public? Have all stakeholders been
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addressed? Have we remained honest and transparent with the media and public? Have
we kept all lines of communication open to question? Did we address the public with
precise information to prevent uncertainty and ambiguity? Was there any room for
uncertainty that needed to be addressed?
3. Measuring objective 3: Communicate to leadership and stakeholders of the significance of
emerging methods to prevent similar crises in the future.
a. Did we communicate to all stakeholders affected by the crisis? Have we presented all
methods we came up with to prevent a crisis like this from happening again? Have we
expressed why these methods are important? Is there any room for error that could allow
for this crisis to happen again? Has all appropriate leadership been communicated with?
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Appendix:Crisis Inventory
Category/crisis Likelihood Extent of damageNatural disasters/severe weatherTornado 3 3Hurricane 2 3Flood 3 3Icey roads 3 1Fire 3 4MaintenanceWater pipes burst 3 2AC or heat failure 3 2Elevator outage 2 3Power outage 3 1Terrorism, violence or life-threatening issuesSchool shooting 1 5Weapon found on campus but unused 3 4Intruder/unauthorized personnel on campus 3 4Bomb threat 2 5Kidnapping 2 5Food poisoning 2 5Death as result of bus crash 2 5Student fight 5 2Wild animal on campus 1 3Sexual crisesStudent/teacher affair 1 3Student/teacher affair cover-up 1 5Rape 3 5Sexual assault 4 5Sexual harassment by student 4 3Sexual harassment by teacher 2 5Employment- or institutional-related crisesTeacher strike 2 5Layoffs 5 3Furlough days 3 3Budget cut 4 3Supply shortage 3 3Teacher fails all students 1 4Cheating scandal 2 5
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Misappropriation of funds 2 4Student negligenceChild left on playground 3 2Child left on bus 2 2Child overheats on bus 1 4BullyingGeneral bullying 5 2Cyber bullying 5 2Sexual-orientation-related bullying, i.e., LGBT+ 2 5Suicide as result of bullying 1 5Extra-curricular crisesDrug-related crises 5 3Alcohol-related crises 5 3Teacher/employee gets DUI 1 3Pregnancy pact 1 3Our top five choices:
References
Almasy, S. (2015, April 14). Atlanta school cheating scandal: 11 of 12 defendants convicted.
CNN. Retrieved from cnn.com.
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Copeland, L. (2013, April 14). School cheating scandal shakes up Atlanta. USA Today. Retrieved
from usatoday.com.
Grand Jury indicts 35 in connection with Atlanta Public Schools cheating scandal. (2013, March
29). Office of the Fulton County District Attorney. Retrieved from atlantada.org.
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