when bad things happen to good schools
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When Bad Things Happen to Good
Schools Tips for Courageous Leadership During a Crisis
Bad Things WILL Happen
From the mundane to the unimaginable:
Mysterious rash affects 1/3 of kindergarten class
Low enrollment triggers class reorganizations
Drastic budget cuts increase class sizes
Student dies at school
Attempted rape occurs on middle school field trip
Substitute teacher allows students to share lancets during a lab experiment
Teacher arrested for possible abuse of students
What you say matters
The best message points in the world can’t overcome a perception that the district doesn’t care or isn’t competent
That perception is formed by all of us - not just the official spokesperson
Reaction Reputation
How we react can be more important than the event!
What NOT to do
URL: http://www.hulu.com/watch/149644/saturday-night-live-bp-oil-spill-cold-open
Best PR is doing the right thing
Keep students and staff safe
Keep students learning
Protect district resources
Follow the law
Keep the community informed – tell them our priorities, over and over again
Show the community we care!!!
Then, saying the right thing
The Trust Bucket
Trust Communication
Source: Edelman Trust Barometer, 2011 Annual Global Opinion Leaders Study
Trust Builds Calm
When you are dealing with a staff member/parent/board member who trusts you, how do you feel?
When you are dealing with a staff member/parent/board member who doesn’t trust you, how do you feel?
Trust Influencers
Staff
Parents
Students
Social media
Traditional Media – Least important?
What Do We Say?
First, get the facts: who, what, when, where, why
Talk with your supervisor about which, if any, facts can be shared without violating privacy
Decide which, if any, facts should be shared
No matter what you say, demonstrate care and concern
Stop and Ask
Who needs to know?
What channels of communication?
Will this add to or deplete from the trust bucket?
What are parents thinking/worrying about?
What is the risk in providing information? What is the risk in not providing information?
Keep Messages Simple
Our top priority is your child’s safety/education.
We want to get classrooms back to normal as quickly as possibly.
We have made this decision because . . . .
We cannot allow [name activity] because it may [damage our buildings] . . . .
Keep Messages Simple
We cannot share this information because the law requires us to protect the privacy of our staff/students
We are investigating . . . .
This is what we know so far about what happened . . . For more information, please visit our website where we will post regular updates.
We are deeply troubled/saddened by . . . .
Don’t Try to Hide Bad News
Ask who knows? How likely is it to spread?
Get it over with – don’t let the news dribble out.
Better for staff, parents and community to hear bad news from us than on the evening news
Don’t Elevate the Situation
Use strong words sparingly:
Crisis
Heinous
Horrifying
Shocking
Frightening
But, Don’t Minimize it Either
If something truly heinous, horrifying, shocking or frightening really has occurred, you run the risk of seeming naïve, callous, or dishonest if you don’t say so.
If you feel you are too close to the situation to choose the best words, seek advice from your supervisor, or a trusted colleague.
Don’t Add to the Story
Avoid speculating, guessing, gossiping
Be transparent, but stick to the facts at hand (e.g. no need to talk about past crises, unrelated challenges, or personal information about those involved)
Saying “I’m not allowed to talk about it” suggests cover-up; instead say “I’m not the best person to answer your questions, please call . . . .” or “the reason I can’t talk about it is . . .”
Alternatives to “No Comment”
It is premature to discuss that
That is a hypothetical question I can’t answer
I cannot discuss that because it is part of an ongoing investigation
My top priority right now is focusing on my students – I will get back to you later
Source: “How to Say the Right Thing Every Time,” Robert S. Ramsey
Alternatives to “No Comment”
I haven’t heard all the information yet – I will get back to you when I know more
I have nothing new to report
I know you would like more information, but we are legally responsible to protect the privacy of our staff and students
I have answered your question – do you have another question?
Source: “How to Say the Right Thing Every Time,” Robert S. Ramsey
Good Words for Bad Messages
Action
Appropriate
Believe
Care
Communicate
Concern
Emphasize
Evaluate
Fair
Firm(ly)
Good Words for Bad Messages
Immediate(ly)
Important
Investigate
Opportunity
Regret
Sympathize
Serious(ly)
Safety
Support(ive)
Thank(ful)
Trust
Value
Transparency and Privacy
School districts cannot always be as transparent as corporations
But, we must say why we can’t and cite laws
Transparency and Privacy
Example: The District is concerned that releasing additional information may lead to the disclosure of private student information that would violate state and federal law. (California Education Code Sections 49060-49079.6, Family Educational Rights and Privacy Act of 2001, 20 U.S.C. Sec. 1232(g) and its implementing regulations at 34 C.F.R. 99) At this time and in this particular situation, the District also believes that releasing personnel information would constitute an unwarranted invasion of the teacher’s privacy rights. At this time in the personnel process, the District believes that the public interest served by disclosing more information about any allegations of wrongdoing concerning a teacher are outweighed by the teacher’s privacy rights. (California Constitution, Art. 1, Sec. 1; California Government Code Section 6254(c))
Privacy Laws
Student Privacy: (California Education Code Sections 49060-49079.6, Family Educational Rights and Privacy Act of 2001, 20 U.S.C. Sec. 1232(g) and its implementing regulations at 34 C.F.R. 99)
Personnel Privacy: (California Constitution, Art. 1, Sec. 1; California Government Code Section 6254(c))
Good News – Bad News
What you say matters
Saying the right thing is easier than you think!
Communication is the key to calm
