Now what? Regrouping after a failed school referendum

Five strategies for success after a failed school referendum.

5 Tips for Using Social Media During a Crisis at Your School District

It’s all too easy to imagine the scenario – a crisis unfolding at your school.  Suddenly you are managing the information news media, parents and students receive, trying to calm fears, keep everyone safe, and prevent misinformation from spreading.

Add the instant nature of social media (Facebook and Twitter) to the mix and it’s easy to see how fast “bad” information can spread.

This summer I read an interview with Christopher Barger, director of global social media for GM. Barger detailed the social media tactics GM used when the company decided it was filing for bankruptcy.

On May 26, Barger found out GM was filing Chapter 11  –  on June 1. His team had just one week to put together a social media communications plan, which was to work in conjunction with other media relations, advertising and marketing tactics.  (The full text of the article is here http://www.prsa.org/Intelligence/TheStrategist/Articles/view/8650/1013/General_Motors_manages_crisis_with_social_media.

Barger’s team had to think on its feet and get prepared in a week’s time. So how can you as a school district PR professional prepare to use social media to your advantage in a crisis? Here’s some communication management lessons we can start to put into practice, before an emergency hits:

1. Set up base camp. Save social media for conversations and dialog. Tell the district’s side of the story, with as much information as possible, on your website. Here’s what’s been done so far, here’s what we have planned, here’s recent updates to the situation.  You can’t over-communicate during a crisis. Whether you are facing an imminent crisis such as accident or injury, or managing a long-term situation like the budget crises many districts face, your audience expects you to have answers at the ready. They are looking for information, and people expect your district website to be chock full of information. Use the district website to post your official press release and as an information center.

2. Strike a balance: After the official press release, SEC filings and corporate information was released, Barger used Twitter to push out the initial information. After the first seven or eight pieces of communication were put out, his team tried to strike a 20/80 balance: 20 percent  of social media information (on Twitter, Facebook or industry blogs) was GM information. The other 80 percent was responding to questions by the public, even if they were expressing disapproval, they tried to respond individually. Answer as many questions as possible. Those who are affected by the crisis – staff, students, parents and tax payers –  want to know they are listening, and that you care.

3.  Get everyone on board. As a global company, GM had the luxury of doubling their social media communications staff to help respond on Twitter and Facebook during this crisis. Few, if any, school districts have such resources, so they need to get creative. Tap key staff, parents, or volunteers to help communicate district messages and respond to questions.

The most powerful weapon you have is your base of loyal supporters. Give these people the information they need to advocate for you and your district.

4. Engage your critics. An outspoken blogger heavily criticized GM’s advertising during their bankruptcy announcements. Barger’s team invited this blogger to Michigan, to spend the day with CEO Fritz Henderson. The blogger not only was able to tape his conversation with the CEO and later post it on his blog, but he also got a behind- the-scenes look at some of the innovations GM had in the pipeline. Although this experience did not significantly change the blogger’s opinion of GM’s advertising, it did give him the chance to make a human connection – to step out from behind a computer screen to see the passion and dedication of the people at GM who were trying to make things better for their customers.

There will always be critics who just want to rant and rave about your district, but for those who offer constructive criticism, try to engage then on a personal level and listen to their concerns. Using social media as a quick response tool shows your audience that you are listening, and you care about their concerns.

5. Stay engaged and follow through.You need to be engaged before the crisis to earn credibility. GM built up a community in the social media realm (on Facebook and Twitter) for several years before their bankruptcy crisis.

At the beginning of a crisis, here is some information that your school district can provide to the public:

• A brief summary of the nature and scope of the problem(s), in language that the public can easily grasp
• Why the problem(s) occurred
• How the district initially responded
• What the current situation is and how it will affect students, parents or staff

Engagement during a crisis has to be backed up with real action afterward to demonstrate change. It’s a long term sell, through relationships, rather than in the immediate term. It’s a long term approach of “doing business” with your community.

Successfully managing a crisis or issue is half the battle. The second half is repetition: telling your audience, over and over, what you’re doing, what you plan to do, and what you might have done differently.

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How is your district using social media? Share your stories with us, kate@mktondemand.com or christy@mktondemand.com

Kate Winckler