Hurricane Ike The November 2008 issue of NSPRA's Network member newsletter featured "Frontline Lessons from Hurricane Ike" as the lead story. The story highlighted experiences shared by NSPRA members whose districts were affected by the devastating hurricane in September 2008. Some were in the direct path of the storm and others were minimally affected. Due to the newsletter's space limitations, we couldn't include all of the information we received, so we've compiled a supplement to the story. Non-NSPRA members can read a preview of the supplement here. And NSPRA members can access the complete supplement here. Members can also add their own perspectives from Hurricane Ike or post comments or questions related to this weather crisis or other crisis communication at NSPRA's "Members' Only" forum.

Whether you're engaged in crisis planning or launching a proactive crisis response, communication is key. And NSPRA has resources to help.

The First 30 Minutes

What is done in the first 30 minutes of a crisis is crucial in determining people’s perceptions of the crisis and how it was handled.

• Have the appropriate person handle the situation. An administrator (the principal or an assistant/designee) should take charge of the situation, implementing the crisis plan.
• Understand the circumstances; define the problems.
• Consider the options; act decisively to ensure the health and safety of students and staff and protection of district property.
• Communicate with staff; keep the news media informed.
• Update students periodically in their classrooms. Avoid having large group meetings.
• Send the central office a crisis assessment and information sheet that includes the following:
  • Brief description of crisis.
  • Actions completed.
  • What you project will happen in the next two hours.
  • What resources you need.
• Inform parents by letter, sent home with students at the end of the day, explaining what occurred and what has been done about it. If appropriate, e-mail could also be used to inform parents quickly.
• Keep the community informed. To allay fears and demonstrate competence in handling the situation, get accurate information out through the news media and other methods such as your key communicators group.

Source: NSPRA’s Complete Crisis Communication Management Manual for Schools (2nd Edition).
(March 2004 PRincipal Communicator)

In Their Own Words:
Members' Perspectives on the Value of NSPRA in a Crisis

Video

More Resources for You

• In the fall of 2005, four accidents caused serious concerns about school bus safety in the Virginia Beach City Public Schools. The VBCPS communications office proactively responded with a safety initiative to address concerns and raise awareness. Check out the videos, links and other info available on the VBCPS transportation web site as well as all the details from this archived Tip of the Week.

• To see how communication was key in the response to the largest school
  fire in North Carolina, read former Guilford County Superintendent Dr. Terry Grier's
  account from this 2007 NSPRA Counselor issue.

• As part of a session at the NSPRA Phoenix Seminar (2007), Rick Kaufman, APR, highlighted seven mistakes you don't want to make in crisis communication.

NSPRA members can also search "crisis" at the NSPRA archives or post questions on NSPRA's discussion forums in the member's area.

Or, browse the products available from NSPRA's catalog, including the Complete Crisis Communication Management Manual for Schools and check out articles available for purchase and download at NSPRA's e-Knowledge portal site.