We spoke with Communications Manager Justine Vazquez about why crisis communication templates matter and how the ESD 112 Regional Communications Consortium is helping districts prepare.
Why should school districts prepare crisis communications templates before they need them?
During a crisis, time is critical. When something unexpected happens, we’re often making decisions quickly while also gathering accurate information to communicate with families before misinformation takes hold. Templates can help us feel more confident in a crisis.
Having communication templates ready in advance allows us to respond more quickly. It makes a world of difference to start with a template that’s already been vetted by safety professionals and includes appropriate language about what information can and cannot be legally shared.
How to get started
Review past communications to spot patterns and recurring needs
Refine those messages into clear, consistent templates
Collaborate with stakeholders to review and approve templates for future use
Why templates work
Deliver timely, consistent communication
Ensure messages stay clear, focused, and on point
Build in legal and privacy safeguards from the start
How do templates help school districts avoid common crisis pitfalls?
One common pitfall is not communicating quickly enough. Templates provide us with that clear starting point so that we can communicate our school district’s story before a less reliable source does.
Another common pitfall is providing too much information. Privacy laws govern what districts can and cannot share about student discipline or active investigations. Templates help communicators stay within those boundaries without having to draft every detail under pressure.
For example, I recently supported a school district with communications following a reported Harassment, Intimidation and Bullying (HIB) incident. I used a template HIB message as a starting framework and customized it based on the situation. The template allowed me to communicate quickly while staying within legal boundaries around student privacy and discipline. It also helped ensure that the message focused on the steps the school was taking to support students and families.
In the heat of the moment, it can be difficult to think through every legal or communication consideration. Templates help us to communicate responsibly, calmly, and professionally under pressure.
What crisis communications advice would you give to school district leaders?
Start preparing before a crisis occurs.
It’s so important to regularly identify and review crisis templates. Emergency communications work best when everyone understands the process and knows their roles in advance. Preparation does not prevent emergencies, but it can make a big difference in how effectively a district communicates when something unexpected occurs.
How we can help
We share a repository of 40+ emergency template messages for incidents ranging from school threats to student discipline issues, natural disasters and staff misconduct through the ESD 112 Regional Communications Consortium.
Do you need help communicating quickly about emergencies?
Our Regional Communications Consortium can help you! Reach out to Monique Dugaw to join the Regional Communications Consortium.
