b'Most news publications also have social media accounts andWhat every crisis strategy should haveuse these as a communication channel to report on breakingHaving a crisis strategy in place is crucial for the preparation news and give consumable information that is relevant to theirand the management of a crisis and acts as a strategic blueprint audiencesand parents of school children are a significantto follow when emotions are high and behaviour can be erratic. market for newspapers, radio, TV and online news outlets. Education around social media policies and breach of schoolCrisis strategies are best written by a third party in consultation policies is paramount. However, in the event that content haswith key decision makers within the school leadership team. This gone viral on social media implicating your school, the firstavoids the possibility of bias and blinkers, and instead looks step is to address it. But less is more when it comes to onlineat scenarios objectively through the eyes of communication communication.professionals who prepare strategies and manage crises as their specialty area. When acknowledging an issue online, use your schools socialOften the management of a crisis becomes the focus story or digital channels to provide factual information about theover and above the crisis itself - just look at how the world incident, but stick to the facts. Your initial response should berespondedtoJacindaArdenandcomparethattohowthe clear and factual. It gives you the opportunity to control themedia represented Dreamworlds approach to a crisis. How do statement. This could be shared or quoted by the media, soyou want the media discussing your crisis?be timely but not hasty. Not saying anything leaves open the opportunity for publications to take the story out of context orYou cant always prevent a crisis, but you can reduce its impact potentially report on factually incorrect information.if you follow the right steps. https://mccrindle.com.au/insights/blog/three-in-five-australian-students-have-experienced-bullying/Develop your Crisis Communication Plan If you need to review your current strategy, or want to implement a basic structure, heres what your plan must include:1.Issues / crisis identification5.Risk registerWhat has occurred? What are the potential risks for your school?What information is required?How likely are they to occur?What is evident and what is hearsay? How much impact will they have on the school?What are your key messages? How can you mitigate these now?What is your call to action? How often will you review these?2.Spokespeople 6.Media policyWho is the spokesperson? What will you do when the media contacts you?What is the required response time? Whos on your media list?What is the required response message? Who are your top 5 media outlets and contacts?Who does the spokesperson need to address? Who has been media trained in the school?What are your key messages?3.Communication matrixWho takes responsibility for what channel? 7.Social media policy Who is the program lead? How will you handle an issue online?What authority does each channel have to respond? Who is permitted to post and comment on behalf of the school?Whatareyourcommentblocking,hidinganddeleting 4.Communication tools rules?What resources do you have available? Dont underestimate the power of a robust crisis plan. What resources do you have to acquire?How often will the communication be monitored and/or distributed?MEL DEACON MANAGING DIRECTOR ELEVATE COMMUNICATION5 6 FACE 2 FACE MAGAZINE'