Professional Documents
Culture Documents
TABLE OF CONTENTS
A Crisis Communication Plan for the St. Andrew High School for Girls
10 Cecelio Avenue, Kingston 10, Jamaica, W.I.
Introduction ...................................................................................................................................... 3
Synopsis of Threats ............................................................................................................................ 5
Possible Crisis Scenarios .......................................................................................................................... 7
Stakeholders...................................................................................................................................... 8
Crisis Communication/Response Team ............................................................................................. 10
Crisis Response Team: Functions & Roles ............................................................................................. 10
Joint Information System & Joint Information Center .......................................................................... 13
Media Relations ............................................................................................................................... 15
Crisis Media Engagement Protocol ....................................................................................................... 15
Crisis Messaging .................................................................................................................................... 17
Social Media Plan .................................................................................................................................. 18
Procedures ...................................................................................................................................... 22
Crisis/Emergency Intervention Action Plan ........................................................................................... 22
Long-term Follow-Up Procedures ......................................................................................................... 22
Appendices ...................................................................................................................................... 23
Appendix I: Media Inquiry Form............................................................................................................ 23
Appendix II: Sample Press Release ........................................................................................................ 24
2
INTRODUCTION
St. Andrew High School for Girls (SAHS) is located at 10 Cecelio Avenue in Kingston, Jamaica. The school
was established in 1925 with 21 students. Now, more than 1600 young ladies are enrolled at the
institution, each year producing outstanding women who have made their mark in various fields both
locally and internationally. The school is greatly supported by the contribution of Old Girls (SAHS alumni)
and the Parent Teachers Association. This support has significantly helped to advance the vision and
goals of the school.
The mission of SAHS is to “provide a secondary education for our students…through the active
participation of all stakeholders including the contribution of highly motivated and competent staff with
technologically advanced systems, keeping in mind the fourfold development – physical, mental,
spiritual, social – so as to equip them with healthy bodies, well trained minds, religious principles and
ideals to serve their country as disciplined citizens, to enable them to earn a living and to live a ‘Life
More Abundant’”. With this in mind, we are dedicated to the total development of all students.
The Crisis Communication Plan for SAHS is a guide for recommended actions to be taken when faced
with a crisis or emergency. It outlines the roles, responsibilities, protocols and procedures to be followed
by the institution in such an event. For the purpose of this plan, a crisis is defined as a significant event
that prompts media coverage and public scrutiny. An emergency is any event that involves a response
from fire, police, medical team or other emergency personnel. A crisis/emergency also has the potential
to damage the school’s image, credibility and reputation.
At SAHS we are committed to providing a well-rounded education for our students in a safe
environment. Educators and school administration have the responsibility to assist in creating this
environment which includes the need to be aware and prepared for situations that may arise within the
school community. Quick and appropriate action is key for limiting the negative effects of a crisis or
emergency situation should they arise.
3
The following crisis communication plan is intended for use by staff, school board and the committees
responsible for action in a potential crisis. When speaking with the media and public, SAHS will provide
factual information and monitor communication when required and as deemed appropriate. Steps
necessary to implement this plan should be firmly in place before a crisis situation occurs. The plan
should be shared and explained to staff and should be reviewed and revised by management semi-
annually.
4
SYNOPSIS OF THREATS FOR THE ORGANIZATION
The Crisis Communication Plan for SAHS is a guide for recommended actions to be taken when faced
with a crisis or emergency that has the potential to damage the school’s image, credibility and
reputation. There are various possible threats to our institution, especially with the involvement of
students who have been entrusted to us during the academic year. The extent of crisis response will be
determined by the impact that the crisis/emergency has had on the school community. Unanticipated
events, such as suicides, school bus crashes, natural disasters, or multiple injuries or deaths, can quickly
escalate into a national calamity if not dealt with effectively. Adequate preparation in the event of such
a crisis occurs will minimize the chaos, rumors, and the impact of the event on members of the school
community including students, staff and parents.
Possible threats to the school can be divided into categories. One category includes acts of violence such
as shootings, homicides, kidnappings, riots, rape and assault. These are threats that the institution must
prepare for. Another category includes accidental death caused by negligence or freak accidents.
Disasters that can occur from natural disasters or man-made disasters including explosions and fires
make up another category. Additionally, medical emergencies caused by illness, riots, school bus crashes
etc. must be anticipated.
In light of such threats, the school must first conduct an investigation to gather all the facts before
making a public statement. The Management and Crisis Response Teams will be notified so that the
necessary steps (as will be outlined in this plan) can be taken to limit the impact on the school
community. The Crisis Response Team will manage the immediate response to the crisis/emergency
with the required methods to ensure student and staff safety as much as is possible. The team will meet
to debrief and decide on the official statement to respond to the incident and control what is said in the
media and subsequently follow up after the crisis has ended. Detailed strategies for responding to the
categories of possible threats will be outlined in the plan as a guide for the school officials to use best
practices to monitor the prospective situation. A risk likelihood and impact chart is included below as a
5
guide for determining the level of threat to the institution.
RISK
RATING 0 1 2 3
GENERALLY INTOLERABLE
KEY ACCEPTABLE ALARP (as low as UNACCEPTABLE
reasonably practicable)
SEVERITY
UNLIKELY TO
OCCUR
6
POSSIBLE LOW MEDIUM HIGH EXTREME
7
STAKEHOLDERS
The Crisis Communication Plan for SAHS is a necessary tool when faced with a crisis or emergency. It
outlines the roles, responsibilities, protocols and procedures to be followed by the institution in such an
event. The institution has a responsibility to provide accurate information to its stakeholders as quickly
as possible in the event of a crisis. Trust is the foundation of any good relationship and we value our
relationship with our stakeholders. We pledge to be transparent and honest in our communication with
them, especially in a crisis. By doing so we hope to maintain and strengthen our bond and protect our
relationships and reputation as we seek to effectively manage any crisis that may arise. The contact
details for stakeholders must be on hand to readily communicate with them and facilitate a quick and
easy communication process.
Category Institution Best Contact Contact Information
/Entity Method
Board Members St. Andrew High Phone, Email (List provided internally on school
School for Girls system)
Parents St. Andrew High Phone, Text, Email (List provided internally on school
School for Girls system)
Teachers & Staff St. Andrew High Email, Text (List provided internally on school
School for Girls system)
Teacher Parent-Teachers Phone, Email (876) 908-3410
Associations Association of the St. PTA_admin@sahs.edu.jm
Andrew High School
for Girls
National Parent- Phone, Email (876) 922-1400-1
Teachers Association info@nationalptajam.org.jm
of Jamaica
8
Jamaica Teachers’ Phone (876) 922-1385-7
Association
Media The Gleaner Phone, Email (876) 922-3400
editorial@gleanerjm.com
Jamaica Observer Phone, Email (876) 960-6593
editorial@jamaicaobserver.com
The Star Phone, Email (876) 922-3400
star@gleanerjm.com
RJR FM Phone, Email (876) 929-6862
contact@rjrnewsonline.com
MELLO FM Phone, Email (876) 971-4163
mellofm88@gmail.com
Power106 FM Phone, Email (876) 968-4880-3
power106@cwjamaica.com
Television Jamaica Phone, Email (876) 926-1100-9
news@televisionjamaica.com
CVM TV Phone, Email (876)931-9400
news@cvmtv.com
Local Government Ministry of Education Phone, Email (876) 922-1400-9
info@moey.gov.jm
Community Local citizens, Via traditional & new Internal Crisis Communication Team
Members surrounding media (tv, radio,
community members press releases, social
media)
Table 1 showing list of Stakeholders
9
CRISIS COMMUNICATION/RESPONSE TEAM
The extent of Crisis Response is determined by the impact the tragedy has had on the school and staff.
Crisis Team should be comprised of essential network and school personnel including the principal, vice
principals, designated senior staff members, guidance counsellors and the school security guard.
The institution will provide accurate and timely information to the school community, media,
stakeholders and other relevant individuals/groups. The Crisis Communication Team will develop factual
messages to be used by SAHS and its representatives. All media and public enquiries should be referred
to the assigned spokespersons for comment.
11
CRT Member - Assist. Principal
Police, Fire and Rescue liaison
Assist with the evacuation or lockdown of facility
Report names and status of all involved to Principal
Assist with parents arriving on campus
Accompany injured to hospital
Continue to update appropriate network staff on status of all involved
12
JOINT INFORMATION SYSTEM & JOINT INFORMATION CENTER
JIS Checklist
The Joint Information System (JIS) is the mechanism through which the institution will organize and
coordinate information to ensure accurate and timely messaging during a crisis or emergency. The JIS
provides a structure and system for developing and delivering messages, disseminating public
information on behalf of the school and monitoring rumors and inaccurate information that could harm
the school’s reputation.
Direct staff and others not to repeat information until verification is obtained
Notify principal, staff & other stakeholders
Convene CRT and assign duties
Prepare formal statement or announcement
Develop press releases
Announce time and venue for emergency staff meeting & follow through
Make official announcement
As needed, assign team members and other staff to monitor grounds; notify
parents, support staff and attend to students
13
Principal
JIC
The Joint Information Center (JIC) is a central location that facilitates the operation of the JIS. It provides
a physical or virtual location where the Crisis Response/Communication Team can meet. Functions
include:
The JIC will be located in the Board Room of the institution. In the event that the school is not suitable
grounds for a meeting due to damage of school property or potential danger, the JIC will be located at
the Ministry of Education or other appointed space. When a physical location is otherwise not available
or necessary, technology communications such as email, mobile/landline phones or fax will be utilized.
14
MEDIA RELATIONS
The success of the implementation of the Crisis Communication Plan for SAHS is largely dependent on
the effectiveness and efficiency of media relations. It is essential that the CCT take great care in how
they respond to media queries, interviews and represent the institution in the face of a crisis or
emergency.
Only assigned spokespersons are authorized to provide the media and public with information. All
media relations should be guided by professionalism, transparency and accuracy to maintain the
relationship between the school, media and public. In the event of a crisis, maintaining good media
relations is critical in shaping public opinion and overall confidence in the institution. Spokespersons
must ensure that the media is kept up to date regarding the crisis.
15
Pre--scripted Comments to Media (upon initial contact):
We are aware of the incident in question and the organization will be releasing an official
statement after all facts have been gathered.
We are aware of the incident in question. These are the details (proceed to share approved
details).
We are not aware of the situation in question. We will look into the matter and provide an
update after an investigation has been conducted.
16
ellofm88@gmail.com
Power106 FM John Stewart (876) 968-4880-3
(876) 968-4880-3 power106@cwjamaica.com
Power106@cwjamaica.com
Television Lilah Rodriguez (876) 926-1100-9
Jamaica (876) 926-1100-9, Ext. 212 news@televisionjamaica.com
lilah.rodriguez@televisionjamaica.com
CVM TV Michelle Barnes (876)931-9400
(876)931-9400, Ext. 156 news@cvmtv.com
michelle.barnes@cmtv.com
CRISIS MESSAGING
The Crisis Communication Plan must be closely followed in the event of a crisis as it serves as a guide for
the right course of action. Employing an effective messaging strategy during a crisis or emergency is a
key part of any crisis communication proposal. The institution must provide accurate and timely
information to the school community, media, stakeholders and other relevant individuals/groups.
The Crisis Communication Team will develop factual messages to be used by SAHS and its
representatives. All media and public enquiries should be referred to the assigned spokespersons for
comment. The messaging strategy involves planning ahead, maintaining transparency, timeliness and
determining the best platforms based on the audience. Detailed strategy points are outlined below:
Strategy
Plan ahead by developing possible scenarios and key messages to handle them.
Develop a list of possible questions from the audience (families, media, partners/stakeholders,
government) about the crisis and use it to create/modify pre-scripted messages and develop new
messages as necessary.
17
When a crisis arises, meet with the communication team to develop a script for conveying key
information points about the crisis to the media and public.
Clearly state the facts. Take responsibility when necessary and always show empathy in key messages.
Distribute an official response as quickly as possible. If more time is needed to conduct an investigation,
release a statement outlining this and give timely updates.
Identify the best methods for delivery of key messages (via news releases, email, phone, social media,
media interviews etc.). The method may change based on the intended audience.
Similarly, the message disseminated may be modified based on the audience (the messages shared with
parents may differ from those shared with the school’s board members)
Monitor crisis and update messages based on the responses or as the need arises.
Meet with staff fully brief employees about the crisis and official stance of the school. Internal
communication must be appropriately managed to limit rumors and speculation. Employees can then
act as spokespersons within their own social circle, working in partnership with the official
spokespersons that control the messages in the public.
It is of utmost importance that the members of the Crisis Communication Team (CCT) control and
monitor the messages disseminated to the public. With the prevalence of social media use in recent
years, it is not uncommon for a discussion to take place via these platforms. During a crisis or
emergency, there is also the potential for rumors to be spread via social media. The following plan
18
provides a framework for the CCT to use on social media. The school’s social media platforms currently
include Facebook, Twitter, Instagram and YouTube.
Objectives:
To disseminate approved information regarding the crisis via the school’s social media
channels including Facebook, Twitter, Instagram and YouTube.
To monitor/control the narrative from users surrounding a crisis on social media.
To use social media platforms to connect with users and provide information and assurance
during a crisis.
Levels of Use
Monitor comments, mentions and other social media chatter surrounding the brand and
incident during a crisis.
Command/control the narrative by sharing only approved messages for consistency and
accuracy.
Coordinate social media messages via images, videos, infographics, press releases based
on approved messages from the CCT. Messages must also be coordinated based on
responses and feedback from the media and school community.
Cooperate and collaborate with the CCT and Principal to outline and implement social
media protocol. Tone must reflect and be considerate of the crisis that has occurred
with transparency, assurance and remorse at the forefront.
Platforms
Facebook – to be used to share official statements, news articles, lengthier updates on the
crisis/emergency, press releases as well as images and video content associated with news
stories, updates and recovery efforts. Pre-approved hashtags will be used to identify
19
messages regarding the crisis.
Twitter – to be used for quick updates on the status of the crisis/emergency, official
statements and aftermath. Pre-approved hashtags will be used to identify messages
regarding the crisis.
Instagram – to be used to share images and video clips associated with news stories and
recovery efforts. Pre-approved hashtags will be used to identify messages regarding the
crisis.
YouTube – to be used to share press conferences, news bites, media interviews and other
relevant video content
Strategy/Policy:
Establish Team Roles – The CCT must outline the roles and responsibilities for members during a crisis or
emergency. Tasks include creating messages, monitoring social media for mentions and comments,
responding to comments on the school’s pages and disseminating messages for the public via the
school’s accounts.
Tone – The tone of social media messages should align both with the SAHS’ tone in general and the
appropriate tone demanded by the situation. Social media is generally light-hearted but serious issues
must be treated accordingly.
Timeliness – Ensure that SAHS reacts/responds as quickly as possible while still making sure that
information shared is accurate. The school’s social media pages should be updated quickly and the
conversation monitored to track the public’s reaction. Social media happens in real-time and the school
must take advantage of this nature. In the long-term, messages may need to be adjusted and updated
based on direction from the CCT.
Thoroughness – As with any other media platform, shared information must be approved, consistent
and transparent. If further investigation is required, a quick statement outlining what happened should
be made with the intention of gathering the additional information to make an update subsequently.
20
Transparency – In almost every situation, transparency is best. The official response should therefore
acknowledge any mistake made while assuring the audience that it will be dealt with the needs of those
affected and members of the school community taken into account. This means openly broadcasting all
of the steps that you are taking to fix it and ensuring that measures are put into place to prevent a
reoccurrence (if possible) or monitor the situation closely (if inevitable).
Provide a space for opinions/feedback – Social media provides a platform for users to state their
opinions whether positive or negative. During a crisis, conversation surrounding the incident should be
monitored and escalated to the Principal and CCT when necessary. However, there should also be a
space for persons to voice their concerns, with the SAHS’ pages responding to comments (both negative
and positive) while offering them an opportunity to communicate privately if the need arises. It is crucial
that users are not made to feel unimportant or ignored. Rather, the lines of communication should
remain open to give these persons a voice.
Pause scheduled posts – As the crisis unfolds, it may be necessary to pause scheduled posts to direct
attention to the incident at hand, giving it the time it deserves based on the nature of the crisis. Persons
may also deem it insensitive to continue regular postings about unrelated matters while a crisis
develops.
21
PROCEDURES
CRISIS/EMERGENCY INTERVENTION ACTION PLAN
Remove students and staff in emergency situations (previously outlined in possible scenarios) as
necessary
Call emergency teams (police, fire department etc.) as necessary
Arrange for ambulance or other transportation to hospital if necessary
Notify building support staff, such as counselors, psychologists, and/or social workers
Direct staff and others not to repeat information until verification is obtained
Notify Principal and CCT
Convene CRT and assign duties
Prepare formal statement or announcement
Announce time and place of emergency staff meeting & hold meeting
Identify other/additional students, staff, and parents likely to be most affected by the news
Assess need for additional community resources
Assign trained staff or community professionals to provide grief support to students if necessary
Make official announcement to media and stakeholders
As needed, assign team members and other staff to monitor grounds; notify parents, support staff,
provide support to staff; collect student belongings and withdraw student from school rolls
Follow up with media, school community and adjust messaging as necessary
22
APPENDICES
Appendix I: Sample Media Inquiry Form
23
Appendix II: Sample Press Release
Kingston, Jamaica- March 30, 2018: We confirm that a fire occurred today at the St. Andrew High
School for Girls (SAHS) in a portion of the school garden. The Fire Department arrived on the scene
quickly and was assisted by members of the Ancillary Staff who were able to extinguish the fire
promptly. There were no injuries to students or staff members and no damage to property outside
of the school garden. Documents and records were not affected by the fire and remain secure. The
rest of the property was affected by smoke only. An investigation into the cause of the fire is
currently underway.
SAHS will be closed for the remaining portion of the day and tomorrow as the clean-up process
begins. Parents and guardians of students are advised to make arrangements to collect their
children. Plans are underway for the re-opening of the institution on Monday, March 2, 2018. We
apologize for any inconvenience that this may cause but assure the public that our students and staff
are our top priority.
Sharon Reid, Principal, assures the public that all will be back to normal as soon as possible. She
stated, “The fire was brought under control before any major damage could be done to school
property. There was no threat to students or staff. There is still smoke in the area so we are asking
parents and guardians to pick up their as soon as possible. It is a Friday so we will cancel classes for
the rest of the day and reopen on Monday.”
The St. Andrew High School for Girls is a prominent secondary institution located in Kingston,
Jamaica. At SAHS we are committed to providing a well-rounded education for our students in a safe
24
environment. The school was established in 1925 with 21 students. Now, more than 1600 young
ladies are enrolled at the institution, each year producing outstanding women who have made their
mark in various fields both locally and internationally.
Contact:
Sharon Reid
Principal
St. Andrew High Schools for Girls
Phone: (876) 926-5925/6, Ext. 220
Email: sharon.reid@sahs.edu.jm
###
25