One Month After Sandy Hook: Effective Crisis Communications In Critical Times

One Month After Sandy Hook: Effective Crisis Communications In Critical Times By Gerard Braud

(Free conference call Monday, January 14, 2013 REGISTRATION IS FREE TO ALL)

The tragic shooting at Sandy Hook Elementary in Newtown, Connecticut will raise many questions about school safety and gun control. What will it not do? The Sandy Hook shooting will likely not raise any discussions about effective crisis communications, although it should.

As television viewers, we see the coverage, but most people don’t realize that such a crisis immediately brings 500 media outlets and approximately 2,500 people to your town and to your front door, all with questions they want you to answer now.

Why no attention to communications? Schools will review emergency procedures. School safety consultants will call for more security measures. Companies that sell school text messaging systems will be in full sales mode. But few if any schools or school systems will do anything to prepare for the day when they might have to communicate with parents and the media about a tragedy at their own school.

The sad reality is that school shootings and workplace violence happens all too often. If you are the leader of a school or company, or the designated spokesperson, examine whether you are prepared to flawlessly and effectively communicate amid chaos, trauma and grief. Close your eyes for a moment and imagine if you had a personal relationship with any of these victims. Now imagine trying to talk with parents or loved ones to break the bad news, then respond to hundreds of media calls, while dealing with your own personal grief.

The worst time to deal with crisis communications is during the crisis. The best time to address all of these issues is on a clear sunny day.

As it relates to tragic shootings in schools, be aware of these realities:

• A text messaging system is not the same as a Crisis Communications Plan. A text messaging system is only a notification system. Your text messaging system may save lives on a college campus when you can warn students to take cover from an active shooter. But when those texts are going to parents, a text sent too soon will lead to panic with potentially thousands of parents attempting to reach the school. This traffic jam then keeps emergency responders from reaching the scene. A text messaging system is notification; it is not communications.

• If you are unfortunate enough to experience a shooting at your school or workplace, you can be assured the media will be on the scene in greater numbers and nearly as quickly as emergency responders. You have an obligation to speak to them within one hour of the onset of the crisis, regardless of how tragic and personal the event is. For that reason, on a clear sunny day you should write the statements you will say to the media, parents, employees or any other stakeholders. You must successfully use three types of sentences in such a pre-written statement, which would include 1) fill in the blank statements, 2) multiple choice statements, and 3) declarative statements that are true today and will still be true on the day of the crisis.  I’ve successfully used this system in every Crisis Communications Plan I’ve ever written. On the day of your crisis, your template can be customized for release within 10 minutes. This message should then be shared simultaneously with all audiences, including communications to the media, e-mail, the web, social media, employee meetings and with all stakeholders. No audience should be told anything that is not told to all audiences.

• Denial and ignorance are the greatest evils that keep organizations from writing an effective Crisis Communications Plans. Denial means many will never take this step because they don’t believe they will fall victim to such a tragedy, although they may spend money for all sorts of security measures and text messaging systems. Ignorance means they simply think that having a text messaging system, a public address system and a plan for a fire drill are enough. You will forever be judged by your ability to communicate effectively.

• Do not summarily dismiss your responsibility to communicate and defer all communications to law enforcement.  Some law enforcement officials are effective communicators and some are shamefully bad. Furthermore, their comments should only be about the crime, crime scene and the investigation. Your job is to communicate on behalf of your institution. Your job is to be the face and voice of comfort to those you know so well and with whom you share a bond and grief.

• Leaders will quickly second guess every decision and every word during a crisis. That is why all communications decisions and all words that will be spoken should be determined on a clear sunny day. Most Crisis Communications Plans state only vague policy and procedures without definitive timetables or job assignments. Most Crisis Communications Plans fail to have a bountiful addendum of pre-written statements and news releases. By my standards, if I can identify 100 potential crisis scenarios, then on a clear sunny day, I can and will write 100 pre-written and pre-approved news release templates.

• Stay in close touch with members of your Crisis Management Team. Each team member is running their own team, be it emergency response and incident command or communications. Meeting in person is best, but you should never delay meeting because you are not all physically present. Opt to use conference call technology to hold virtual meetings when necessary.

• The perfect Crisis Communications Plan should outline in great detail every decision that must be made in order to effectively communicate. The plan must be written in chronological order so that in one hour or less you can successfully gather all of the facts known at that time, confer with fellow decision makers, then issue your first statement to the media and all other stakeholders. Your plan must be so perfect and thorough that no steps are left out, yet easy enough to execute that in the worse case scenario, it can be effectively executed even by an untrained communicator.

• Many leaders fail to communicate in a timely manner because they are waiting for all of the facts to be known before they say anything. This is a bad strategy. Speaking early helps eliminate rumors and helps to gain the public’s trust. It is better to communicate a little than to say nothing. You need two types of pre-written statements. The first statement gives only the most basic information and is void of many of the hard facts, which are usually not yet known in the first hour of a crisis. In my plans, this is known as the First Critical Statement. Some organizations call these holding statements.

Such a fill-in-the-blank statement should acknowledge to the world and the media that the event has happened and that you are gathering more information which you will share within the second hour of your crisis.

The second hour statement is a more detailed statement that fills in the blanks to many of the facts that were not given in your First Critical Statement. This statement should be written on a clear sunny day, when you are not under emotional distress. This is the type of statement I referenced above. To achieve this you must successfully use three types of sentences in such a pre-written statement, which would include 1) fill in the blank statements, 2) multiple choice statements, and 3) declarative statements that are true today and will still be true on the day of the crisis.

• Communicate quickly, especially in a college or high school situation where an active shooter is present. During the Virginia Tech shooting, the university had a woefully inadequate Crisis Communications Plan, which is sadly still used by an enormous number of universities. Furthermore, when the first two students were killed, school officials were slow to communicate. Two hours after the initial shooting, the gunman shot 30 more people. The university, meanwhile, had still not communicated the events and dangers from the initial event. In addition to the sad deaths of 32 people, extensive fines and court damages have been levied against Virginia Tech for their failure to adequately issue communications that could have saved lives.

• Never get frustrated because you think reporters are asking stupid questions during a news conference. The questions get dumber when you fail to communicate quickly. On a clear sunny day you can actually make a list of all of the questions you think you might get asked by reporters in any given crisis event. Once you have written all of these potential questions, you can effectively write news release templates that will sequentially answer each anticipated question, beginning with who, what, when, where, why and how. You can also successfully write answers that deflect speculative questions, which are the specific questions that so many spokespeople and law enforcement officers consider to be stupid. I can promise you are going to be asked, “why do you think this happened.” You also know that in the early stages of the crisis you will not know the answer. But don’t get frustrated and angry.  On a clear sunny day write a benign answer and have it ready in your news release templates. All of my pre-written statements contain this phrase: “One cannot speculate on why a violent individual would commit such an act. We will have to wait for our investigation to tell us that.”

• When you have your emergency drills, enhance those drills by including mock media and mock news conferences, complete with video cameras. Never use real media for these drills. During your drill you can test your skills, your Crisis Communications Plan and your pre-written statements all on the same day.

• Social media in such a crisis may do more harm than good. As a communications vehicle, social media is a tool and it should never be substituted for talking to the media, talking to employees, posting to the web and communicating to stakeholders via e-mail. All of these tried and true techniques should be used before Facebook and Twitter. YouTube should be your first social media option, followed by links on Facebook and Twitter to your primary website and your YouTube videos. My experience and research shows that Twitter is especially problematic, because well meaning, yet ill informed people, will re-tweet old tweets as though the shooting is still under way, causing undue panic. Once a shooting is over you must tweet an all clear message repeatedly for several hours, complete with links to your primary website where you must post the latest information.

• Do not delay in writing your Crisis Communications Plan. Twice this year I was contacted by organizations that wanted to write their Crisis Communications Plan “within the next 6 months.” Both had shooting fatalities in the workplace before they “ever got around” to writing their plan. One experienced a triple shooting with a double murder and suicide within 12 hours of calling me.

Please realize that the question should not be if you should have a Crisis Communications Plan, but how soon can you have one. Every organization must be prepared to effectively communicate in critical times.

About the author: Gerard Braud is known as the guy to call “When ‘It’ Hits the Fan.” He is an expert in writing Crisis Communications Plan and Media Training, and has practiced his craft on five continents. He has developed a unique workshop that allows multiple organizations to write and complete an entire Crisis Communications Plan in just 2 days, using his proprietary message writing system. You can reach him at gerard@braudcommunications.com  www.braudcommunications.com  www.crisiscommunicationsplans.com
Amid the heartbreak of every tragic shooting we always hear, “No one every thought it would happen here.” The “never happen here” attitude creates huge problems, leaving schools, businesses and communities unprepared – whether it is a tragic shooting at a school, a theater, a mall or your workplace.

It is heart breaking to have to address these concerns during this holiday season, but such is the reality of our world today.

CommPro.Biz has asked global crisis communication expert Gerard Braud to offer a free conference call and conversation to guide us through the steps every school, community and business should be prepared to take when the unthinkable happens.

REGISTRATION IS FREE TO ALL

http://www.commpro.biz/green-room/the-sandy-hook-tragedy-effective-communications-in-critical-times/

Please share via Twitter, Facebook and e-mail with your child’s school leadership, with community leaders and with leaders in your organization.


In this conversation we will discuss:

• Why this tragedy will lead so many institutions to do absolutely nothing

• Tragic flaws in the conventional wisdom about crisis communications

• Social Media’s upside and downside in a crisis

• Tried and true techniques that everyone must be prepared to undertake

• How leaders fail to lead while throwing up roadblocks


 

After Sandy Hook Elementary Shooting: What Should My School Tell Parents About School Safety?

Parents are asking, “What are you doing to protect the safety of my child at school?” “What can be done to prevent a school shooting at my child’s school?” Many are asking for comfort; and in some cases, they want to hear an answer that satisfies their emotional needs. But weigh carefully whether your emotional answer is a lie or whether you should share what may be a more harsh, yet realistic explanation of today’s realities and the real roll parents can play in preventing the next school shooting. Any of you have my permission to use parts or all of the text below as a free resource to communicate with parents about school safety. If you’d like to discuss it, please call me.

A Letter to Our Parents

The tragic shooting at Sandy Hook Elementary raises many questions and concerns for parents, including questions about safety and procedures. Please be aware that we love your children and our goal is to educate and nourish them in a safe environment every day.

Schools routinely turn to experts in psychology, emergency response and risk management to learn the best practices for addressing concerns about safety. We’ll address each of these, including the role emotions play in coping with such a crisis as well as fears about such a crisis at our own school.

Emotions: Each of us has a unique DNA and emotional response to such tragedies. Some of us will hug our children a little longer, some will shed tears, some will accept the reality of today’s society and many will ask if everything humanly possible is being done to keep their child safe. We ask that you carefully weigh your emotional fears with the reality of what can and cannot be controlled in today’s society.

Risk Management: Safety begins in the less emotional world of risk management. In terms of risk management, recognize that Sandy Hook Elementary was a well fortified school with significant security measures, including locked doors, security cameras, buzzers that let visitors enter the building and much more. By all practical standards, the school had done all that it could. Yet in this case, the gunman, intent on committing a violent act, shot his way through windows in order to bypass all of the security measures. The lesson here is that someone intent upon doing harm was able to blast his way into the building and the classrooms. Adding more layers of security, whether it is metal detectors, security guards, limited entries, high fences, and the like cannot eliminate the risk. In many cases, they create an atmosphere and impression of safety. Experts will remind us that we have locks on our doors at home to make us feel safe, yet thieves often penetrate them. The sad reality is that a criminal or mentally ill person intent on harming either teachers or children also has access to them by shooting through windows or shooting onto a crowded playground through a fence. In recent weeks we’ve seen mass shootings at movie theatres and shopping malls.

In reality, these events have less to do with safety procedures and more to do with the mental state of the violent individual.

Much like airline crashes, school shootings get a lot of attention because they are so tragic. But the reality is, based on the number of schools in America, the actual number of incidents and the risk of such an incident happening at your school is low. Furthermore, it is quite likely impossible to have enough security to prevent a violent act at a school, mall or theater.

From the perspective of safety, the automobile you and your child ride to school in creates a far greater risk of danger. The danger is increased for those who wake-up late and don’t get out of the door on time, causing the driving parent to exceed the speed limit, speed through traffic lights or ignore stop signs. Amazingly, we each have more of a direct impact on the safety of our children each school day than the many safeguards in place at many schools.

Emergency Response: From an emergency response perspective, most schools have already worked with their police departments to quickly respond to an active shooter. We pray we never have to deal with such an event, but we have already coordinated these procedures with our city, parish and state police.

Our own safety measures currently involve a high fence around the entire property and only one entry door to the elementary building and one entry door to the pre-school. We will consider whether other measures should be taken, what suggestions you may have, and the practical aspect of what additional measures will cost and whether additional measures truly create a safer environment.

Psychology:  We cannot address the violence without addressing psychology, and things that each of us has the ability to address in multiple ways. Even if no one in your home is clinically diagnosed with a mental illness, here are some things to consider:

Behavior: If you notice strange behavior in your child, another child, in an adult friend or in your spouse, please inform the right people. A private conversation with a school counselor or principal is the right place to start. Seeking professional treatment is important.

Medications: If your child suffers is on any regular medication for any reason or if your child suffers from various ailments that might affect his or her behavior, speak with your doctor and keep you children on their proper medications.

Home environment: In today’s society, family struggles and marital conflicts are common. Please work to create and environment of harmony in your home. Please be conscious of things you say in front of your children and the tone of voice you use. Verbal anger in front of children is not acceptable, yet unconsciously it happens in many homes. For those of you struggling with divorce or separation, we encourage you to remain civil in the presence of your children and seek professional counseling for difficult discussions. Do not belittle your spouse in the presence of your children. We also encourage you to recognize that your children should never be used pawns, treated like property, or used as a bargaining chip in the divorce proceedings. You’ve been blessed with precious little lives. Please do not let your anger and trauma be transferred to these impressionable young lives.

Video games and television violence: There are many discussions about whether shooting rampages at schools, theaters and malls are affected by violent television or violent video games. We would, however, encourage you to not expose your children to video games and television programs that are filled with gun violence. Learn to tell your children no when they ask for these games or when you catch them watching inappropriate television. Exposure to violence through games and television is believed to make such behaviors more acceptable in the minds of children, even to the extent that some children are unable to distinguish between games and actual violence.

Secure your guns: The gun debate will be renewed because of this shooting, but the reality is guns are already prolific in our society. If you have guns in your home, please secure them in such a way that your children are unable to access them. They should be locked in a solid metal gun safe with a combination or key lock that cannot be accessed by your children. A glass display case is an unsecure case. A gun in a dresser or nightstand drawer is a potential tragedy waiting to happen.

Regardless of your position on gun control or gun freedom, we know that violence exist where anger and emotional instability rage. Just recently a school experienced the death of two faculty members who were killed with a bow and arrow at the hands of a son who was upset with his father. The son then killed himself in the school with a hunting knife.

Please be aware that we love your children and our goal is to educate and nourish them in a safe environment every day. We pledge to do our part in the process, but we also ask you to be our partners in keeping our schools and our children safe.