Every Minute Counts: Timely Crisis Communications Maintain Trusting Relationships

Communicating during a crisis of any size is complex, high-stakes, and one of the most challenging actions for a school leader. 

Entire books have been written on responding to a crisis and crisis communications. In this blog post, DehlerPR will focus on “When to communicate” and will use the communications rubric: Who needs to know, What do they need to know, and When do they need to know, to outline the crisis response.

The extensive experience of the DehlerPR Team has proven that when a crisis strikes a school district, timely communication will maintain or break the trust you have built with stakeholders. 

Every crisis has unique circumstances and challenges that require flexibility and adjustments to the timelines in this article. The following provides two basic response paths for you to manage crisis communications with clarity and confidence.

Big or Small, Crises Demand Immediate Strategic Communication

Crises come in two forms, both requiring strategic communication:

• Big C Crises are major emergencies like school shootings, serious accidents, or student deaths that demand immediate action and extensive coordination with emergency responders.

• Small c Crises are less severe but still significant situations like weather-related school closures, power outages, or non-life-threatening incidents.

”Regardless of crisis size, your communication plan and response process should remain consistent,” says Sara Thompson, senior strategist for DehlerPR. “What changes is the specific messaging, not the method of dissemination.”

Who to Contact First

After calling 9-1-1 to activate emergency responders, alerting the school board, and

creating your messaging, and use this communication flow:

1. Teachers & Staff

2. Students (age-appropriate messages for elementary and secondary students)

3. Parents/Guardians & Families

4. Key Communicators

5. Mass communications to the Community

6. Media Responses

The Critical First Hour

Communicating every 15-30 minutes during the first hour gives stakeholders confidence that you're taking action.

Minutes 0-10: Initial Alert

Send your first message stating only confirmed facts. Be brief. Confirm your emergency action plan is activated, explain where and how to expect updates, and request patience.

Big C Crisis Timeline

• Minutes 15-20: Share new details from first responders, including the affected school, class, grade level, and basic demographics.

• Minutes 30-45: Deliver your first public statement via livestream or recording, then post immediately to your website and social media.

• Minutes 60-75: Additional press conferences may occur with community leaders providing new information and perspectives.

Small c Crisis Timeline

• Minutes 15-20: Provide specific, actionable information. For weather closures, include details about services remaining open, when school will resume, and where to find updates.

• Minutes 30-45: Share resolution status updates—confirm students are safe, alternate routes exist, or facilities teams are addressing issues.

• Minutes 45-60: Communicate next steps and any operational changes.

Sample Parent/Family Messaging for a Small c Crisis

10AM - Power is out

At 9:45am, power went out at XYZ Elementary School. Police notified us that a car accident near the school damaged a power station. We have activated our crisis response plan. All students are safe within the school in rooms with daylighting. We are assessing the situation to determine what actions may need to be taken, and will communicate again within a half hour.

10:30AM - Students remain in school 

We were informed by the power company that power will remain out for a few more hours. Students will remain at school until the end of the day, and teachers will adapt lesson plans so learning continues. Cooks are preparing cold lunches for all students. Teachers and students will eat in their classrooms. Students will return home at the end of the school day on our standard schedule.

11:30AM - Afterschool Activities & Kids Place Childcare canceled

Our power is still out, and is expected to remain out through the end of the school day. All after school activities and Kids Place childcare are canceled. Students will return home by bus – expect more traffic in the pick up line for those driving to school. Kids Place childcare families are asked to pick up their children as soon as possible after school. Staff will remain until all students have been reunited with parents. 

4:30PM - The Power is On; Classes Resume Tomorrow Morning as Usual

Our power is back on. The power company informed us that the equipment has been repaired. They do not expect any more power outages. Classes at XYZ Elementary School will resume tomorrow morning as usual. Thank you to all students, teachers and staff, and families for your flexibility and teamwork today and your continued support of our school.

Special Consideration: Medical Crises

Medical emergencies require additional caution. Balance transparency with HIPAA laws and student data privacy regulations. Focus on safety measures and next steps without disclosing protected health information.

Be Prepared & Practice

Your district should have a crisis response plan, but having a plan isn't enough—practice it regularly through tabletop exercises to build muscle memory. The reality is that every district will eventually face a crisis. Being prepared makes all the difference.

Why Transparency Builds Trust

Clear, consistent, and timely communication builds trust over time. When you communicate openly during a crisis, families trust that administrators are acting in students' best interests, and staff and community members gain confidence in leadership.

Be the Calm in the Crisis

"When a crisis hits, your ability to stay calm determines everything that follows," says Jeff Dehler, APR, President of DehlerPR. "Focus on the present moment and gather information. Assess the situation rationally rather than reacting emotionally. Act deliberately, tackling one manageable task at a time. Your clear, neutral tone in communications will guide others through the chaos and help them stay focused on what matters most - students, staff, and families."

DehlerPR team members have guided schools through countless crisis situations and can help you develop communication strategies that protect your community and preserve trust. Contact us to help you create a Crisis Communications Plan.

---

Blog by Elida Roskamp, Winona State University Student Intern, in consultation with the DehlerPR Team.

Resources: https://www.cgcs.org/crisiscommunication and https://www.nspra.org/