Whether an organization is responding to a major incident, a school safety concern, a weather closure, or a fast-moving rumor, the communications challenge is often the same: share accurate information quickly, clearly, and responsibly.
Why does this matter?
In a crisis, communication shapes how people understand what is happening and what they should do next. Families, staff, students, and community members need timely updates they can trust. They also need confidence that the organization is communicating with care, transparency, and consistency.
Key Takeaways:
Public speaking is a muscle,
and it has to be used.
Almost everyone finds public speaking uncomfortable, especially under pressure. The good news is that discomfort fades with practice. The more we flex that muscle, the more natural it becomes. It’s a use-it-or-lose-it skill, and investing in it now pays off when it matters most.
The principles of crisis communications are the same for every organization.
Whether you’re responding on behalf of a federal agency or a local school district, the goal is the same: get the right information to the right people at the right time. The scale may change; the fundamentals don’t.
There is no such thing as “no comment.”
Every question deserves a response, even when you can’t share everything. Effective PIOs focus on core values, share what they know, and never guess, speculate, or mislead. Key techniques like blocking and bridging help you stay in control of a conversation while maintaining trust and transparency.
Plain language builds trust.
A crisis is not the time for jargon, long explanations, or overly technical language. The training repeatedly emphasized the value of plain language, concise messaging, and actionable communication.
In practice, that means focusing on what people need to know most: what happened, who is affected, what steps are being taken, and what people should do next.
Different audiences may
need different messages.
A message that works for the media may not be the same message families need. Staff may require more operational detail than the broader community. Students may need information delivered in more accessible or age-appropriate formats. The training reinforced the importance of knowing your audience, anticipating questions, and tailoring messages to match both need and context.
Communication plans need
backup channels.
A reliable communication strategy cannot depend on a single platform. FEMA’s training highlighted the need to think beyond a single channel and to prepare for situations in which technology, access, or timing may affect how messages are received. For schools and public agencies, that means planning how websites, emails, text alerts, social media, and other outreach methods work together, especially when time is limited.
In October 2024, Communications Manager Justine Vazquez completed the training with the Washington State Patrol in Olympia, Washington.
“This was an invaluable experience that I would recommend to anyone handling crisis communications. Hands-on exercises like the mock press conference and media interviews helped to make me feel more confident in fast-paced emergency situations, ” said Vasquez.
Public Information Officer training offered a strong reminder that crisis communication is not only about what happens during an emergency. It is about the habits, tools, and preparation that enable a clear and timely response in the first place.
Are you ready for a crisis?
At ESD 112, we support school districts with crisis communications planning, message development, newsletters, websites, and social media strategy. Strong communication cannot prevent every crisis, but it can help organizations lead with clarity, credibility, and care when it matters most.
About the Team Members
Anna Hixon, Communications Manager
I’ve always loved the opportunity to help others communicate a message, whether it be through design, written communications, or marketing initiatives. My career began in 2017 working in the nonprofit sector using my skills to support a small marketing team with design, website, photography, videography, and social media work.
Dania Tolentino, Communications Manager
I started my career in marketing and communications in the nonprofit sector, where I had the opportunity to work on design, marketing, and event projects. I enjoy creating clear, welcoming communications that help people feel informed and connected. At ESD 112, I love being able to support school districts and collaborate with an incredible team while continuing to grow and learn in the field of communications.
