Navigating Crisis: Best Practices in Public Relations for Boarding Schools
The chances of a boarding school head of school having to handle a crisis are fairly high. That's because of the sheer size of the school community. The typical American boarding school has between 150 and 350 students. Some schools are larger. Some are smaller. So, given the number of people involved, it's simply inevitable that incidents will happen. Minor incidents can usually be handled quickly and without adverse publicity. But what happens when a fire breaks out in the science lab, and three students suffer smoke inhalation? Or worse yet, the school bus carrying the girl's field hockey team blows a tire and crashes?
Handling a crisis at a boarding school requires effective communication and strategic public relations to safeguard the institution's reputation and maintain trust within the community. This article will explore best practices for engaging with the community, parents, and the media during a crisis. Additionally, we will examine examples of successful and unsatisfactory crisis responses and emphasize the perils of stonewalling.
Engaging with the Community
During a crisis, it is crucial to establish open and transparent lines of communication with your community. You can achieve this through proactive measures such as holding town hall meetings, organizing information sessions, and leveraging digital platforms. These efforts demonstrate the school's commitment to addressing concerns and ensuring the well-being of students. In addition, timely updates, clear information, and empathetic messaging are essential to foster