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- Immediacy: Issue an accurate, factual, basic initial statement as quickly as possible. Click here to download a sample.
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- Location: Designate a media area where all briefings will be held. Secure the school perimeter and determine where media will/will not be permitted.
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- Purpose: Use local media as a quick communications pipeline to key audiences, but don’t depend solely on the media.
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- Policy: Make sure you follow all district policies and state laws when releasing information. Follow your crisis communications plan.
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- Spokesperson: Designate a spokesperson and speak with one clear voice.
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- Key messages: Develop two or three key messages that are honest, consistent, responsive and responsible. Strive to be positive and proactive.
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- Accuracy: Never guess, speculate or predict the future. Don’t release information until you have verified its accuracy. Never go off the record.
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- Availability: Hold regular media briefings and respect deadlines. Avoid saying “no comment.” Provide a brief statement and then take a few questions, but stop when they get redundant or head off course.
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- Attitude: Express sympathy; be calm and respectful. Avoid getting defensive or placing blame.
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- Care: Respect student and staff health, safety and privacy rights.
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