The Value of Communicating Before a Crisis
Having a vault of goodwill is critical when you need to cash in during a crisis or a situation that calls for assistance from your network. This buildup of goodwill is from a strategic process of regularly communicating about your district, both the good and the not so good.
Regular communication with your stakeholders provides a multitude of benefits, one of the biggest being a source of built in support during a crisis. You want to have a large contingency of constituents who will have yours and the district’s back in times of crisis. These are the people who come to your aid in social networking circles, community gossip channels and in circles outside of the community.
The Five Benefits of Communicating Before a Crisis:
01 — Creates Authenticity
Communicating regularly prior to a crisis sets the tone for how you communicate. It allows the audience to form an opinion of your credibility in advance of the crisis. Credibility is important in establishing and maintaining your brand and reputation and becomes a pillar of what you are known for.
Earning respect is the backbone of any business or organization. It tells outsiders that you are a valuable source who can be trusted to do what you say you will do and that supporting you or your organization tells the audience you are listening and responding to their needs and the needs of your district.
02 — Establishes a Baseline
Baseline data establishes a comparison for people to understand what they can expect when you communicate. Through a strategic communication plan, outlining your communication responses for all types of communication needs, your audience will know how you will communicate, with what frequency and through what channels you will deliver your message.
Setting a baseline provides an expectancy measure in which they can have comfort in knowing your organization will readily provide a response to any situation, good or bad.
03 — Provides Transparency
In today’s climate of misinformation and misleading information, it is critical to be open and transparent within the limitations of the law. Transparency in an organization in which the Freedom of Information Act exists, not only is it demanded by law that certain information be readily provided, but an expectation also exists for organizations held to this standard.
The best policy is creating an environment where transparency is not only valued but expected. When you set the stage for your audiences to see that you only communicate in an open manner, you create an environment that is based on trust and this trust will help mitigate the need for reactionary communication during a crisis.
04 — Communication Consistency
Not only do we need to communicate openly but we also need to be consistent with our communications. A strategic communication plan will not only address the types of messaging and the ways in which to deliver the communication, but will also address the frequency that will create a consistent flow of communication. An even better communication plan will not only address the consistent flow of communication, but will also include two-way communication, allowing constant dialog from constituents which helps shape messaging and allows the audience to know that you’re not only talking but also listening… truly communicating.
05 — Builds a Community of Supporters
In times of crisis (and when you need a bond issue passed), having a community of supporters is critical. Not only can your community of supporters go to bat for you in social and public settings, but they can also help you keep your job and your district’s brand intact. Supporters know you are authentic, they understand your baseline for communication, they know you are transparent and open, and that you provide consistent communications and allow two-way communication. Your supporters are the ones who will publicly support you and your district and will “attack” anyone who tries to go against you in times of crisis, with the caveat that you are representing the truth and are not hiding or guilty of anything.
The value of communicating prior to a crisis is invaluable to your brand and possibly your livelihood. Thoughtful and strategic communication can set you up for success in times of crisis and only serve to advance your mission during the good times. If you need help implementing and supporting a strategic communication plan, please contact a public relations professional, specifically one who specializes in public school communication – your reputation and your district's brand depend on it!
Crisis Video Series
Twenty years ago, I started working in public school communications and I can't imagine doing anything else. I love telling the stories of what is going on in the district and helping engage the community and passing bond issues. My team is ready to serve your next school communication challenge. Please let us know how we can help!
