Sophie Baillie, Associate Director and Head of Client Services:

• How schools can navigate crises and strengthen relationships 
• Why planning is crucial in crisis communications

In today’s digital age, news travels fast and perceptions can be shaped within moments. For educational institutions, maintaining a positive reputation isn’t merely about good publicity; it’s about ensuring the trust of students, parents, staff, and the wider community. This trust forms the bedrock of fruitful relationships and underpins the credibility of an institution. 

During my time at Conscious Communications, I have witnessed firsthand the critical importance of safeguarding reputations and nurturing trust within educational communities in times of crisis. From data breaches to tribunals, effective and sensitive communication is not just desirable but imperative. 

Six practices that schools and universities can adopt to navigate crises and strengthen relationships are:

Planning and preparedness

Proactive planning is the foundation of effective crisis management. A school or university’s leadership team should anticipate challenges and develop comprehensive communications strategies tailored to their audiences and priorities. These should be presented to all staff members on an annual basis so that the process, should a crisis strike, is front of mind. By being prepared, educational institutions can respond swiftly and decisively when crises emerge. 

Collaboration and partnership

Schools and universities should not operate in isolation. Establishing trusted partnerships with advisors, such as legal experts and PR agencies, can provide senior leadership teams with invaluable skills during the times of crisis. Collaborative efforts enable educational institutions to leverage impartial diverse expertise and navigate complex issues with confidence. 

Transparency and authenticity

In times of uncertainty or adversity, educational leaders must prioritise honest and open communication with all stakeholders, acknowledging challenges whilst articulating a clear pathway forward. This breeds credibility and will foster stronger bonds within the school community and beyond.

Empathy and sensitivity

Every crisis, be it a personnel issue or a public controversy, carries human dimensions. So, leaders must approach communications with empathy and sensitivity, recognising the emotions and concerns of those effected. By demonstrating compassion and understanding, educational institutions can foster a culture of inclusivity and support, enhancing trust amongst audiences.

Reflection and improvement

Crisis communications plans and procedures should be regularly reviewed and evaluated to identify areas for improvement. Through a culture of continuous learning and adaptation, schools and universities can enhance their resilience and responsiveness to evolving challenges. 

Community engagement and empowerment

Building trust is a collective effort that extends beyond the moment a crisis strikes. This means that senior leadership teams should actively engage with their communities and empower them to participate in relevant decision-making processes. This will enable schools and universities to forge stronger bonds of trust that stand the test of time. 

Ultimately, the value of proactive reputation management cannot be overstated. By investing in robust communications strategies and partnering with an experienced PR agency, schools and universities can navigate crises with resilience. At Conscious Communications, we understand the unique challenges educational institutions face, which is why we are dedicated to providing tailored support that addresses their specific needs. If you would like to find out more, email Sophie on Sophie.baillie@consciouscomms.com.