What schools are facing now
United Educators, an education insurer and risk management provider, outlines the leading exposures for independent schools in its 2024 Top Risks Report. (While the report focuses on American schools, many of the themes are applicable in Canada.) In addition to risks affecting enrollment, and staff retention and recruitment, the following are among the top 10 risks mentioned in the report:
- Data security and ransomware: Breaches, phishing, accidental disclosure of personal data.
- Public safety: Risks related to crime and safety for the school community.
- Student mental health: Risks related to students’ mental and emotional well-being, including suicide.
- Sexual misconduct allegations: Employee and volunteer misconduct and abuse of minors.
As schools gear up for another academic year, it’s crucial to remember that crisis communications is an area where many schools remain unprepared. The potential impact of a crisis on the school community is significant, making preparedness a top priority.
Most schools have thought through logistics and operations in the event of an emergency, including evacuation routes, security procedures, and IT recovery plans. Yet when a crisis strikes, operations alone are not enough. What is communicated, how it is communicated, and how quickly it is communicated will determine whether trust is preserved or eroded.
An example of this can be seen last month when outraged parents at Beechwood Schools in Kentucky demanded improved transparency in future communications with parents following a sexual misconduct case. The concern centred less on the incident itself and more on the lack of clear, timely updates, illustrating how communication gaps can erode confidence.
Why communications gaps matter
Operational readiness determines what the school does. Communications readiness determines what the community understands. When communications lag or roles are unclear, a school can lose control of the narrative, resulting in a far-reaching impact that extends well beyond the incident itself. Enrollment, philanthropy, and confidence in leadership can all be impacted.
A proactive Crisis Communication Plan uses scenario planning to ask: if an incident occurs, how will we respond, who will play which role, what messages will be appropriate, and how will our actions evolve as the situation unfolds. Planned in this way, the response:
- Demonstrates foresight by documenting decision paths and setting clear approvals.
- Protects reputations built over decades because messages are accurate, consistent, and empathetic, which reduces rumors, speculation, and the perception of secrecy.
- Supports financial stability through stakeholder trust by helping families choose to remain enrolled, keeping donor commitments on schedule, maintaining staff confidence, and reducing legal expenditures.
Preparedness pays off
A crisis communications plan pays for itself. Crises become expensive when communication is slow, reactive, or fragmented. Leaders who plan buy speed, coherence, and credibility at the moment of maximum scrutiny.
Wendy Kauffman is a crisis communications professional with significant experience working with independent and private schools. She advises heads of schools and board directors on crisis readiness and spokesperson preparation. She can be reached at wendy@wendolynreputation.com.