PSBA Communications Support
Communicating effectively and developing a trusted relationship with your school community is an essential part of being a school leader. PSBA Communications Support is intended to help district leaders engage their school community when situations arise that require a prompt and proactive response due to a crisis or a time-critical issue.
Through a partnership with The Communication Solutions Group, PSBA member districts receive access to PSBA Communications Support. This service helps districts identify the stakeholders in their audience, determine appropriate and effective communications methods, and create, revise and finalize agreed-upon communication. Support begins with a phone call or email and concludes when the district leadership distributes approved communication to key stakeholders.
What to expect?
When you initiate a discussion, whether by phone or email, about the specific needs of your district, the situation at hand will be evaluated by communications experts that specialize in writing, editing, public relations, marketing, social media and more. To identify the most appropriate communications method(s) needed to successfully address each inquiry, PSBA Communications Support will listen carefully, collect information, review existing data and weigh all possible solutions – all while keeping you appraised each step of the way. Specific communication solutions include, but are not limited to, drafting talking points, press releases, letters, on-camera statements, social media points and other written content focused on a prompt response that is required of the situation.
When is it time to pick up the phone to connect with PSBA Communications Support?
Below is a non-exhaustive list of the most common situations that are categorized as a need for crisis or time-critical communications.
Crisis Communications
- Bomb threats
- Bus accidents/incidents
- Fighting and assaults
- Acts of terror or war
- School shootings or weapon incidents
- Student or staff deaths
- Student or staff arrests
- Chemical or hazardous emergencies, fires
- Environmental hazards such as mold or lead
- Medical emergencies, outbreaks of disease or infections
- Severe weather or natural disasters
- Riots, protests, demonstrations
- Kidnapping or missing students
- Break-ins or hostage situations
- Power and IT outages
- Hacking and data breaches
Time-Critical Communications
- Sudden departure/hire of school leadership
- District responses to national events (wars, shootings, violence)
- Cancelation of events (sporting events, prom, etc.)
- Work stoppage by organized labor or notification of intended work stoppage
- Funding or program cut announcement
- Social media trends and incidents – dangerous challenges, bullying, threats
- Short-term school-related controversial issues such as book bans, curriculum concerns, activist movements, masking
PSBA Communications Support is available 24 hours a day, seven days a week at no cost to PSBA member districts. Do not hesitate to reach out and receive expert-level communications consulting, writing services and a clear plan forward out of a sensitive situation.
Services are provided through a partnership with The Communication Solutions Group. For support, contact 1-833-PR4-PSBA or Hotline@PR4PSBA.org.
Frequently Asked Questions
Applicable situations may include:
- A sensitive announcement
- A potential public relations crisis, such as a dramatic topic that is likely to hit the headlines or a damaging story running in the media
- An actual crisis incident at a school, such a school closure or injury to students
For a more extensive list, please see above under the headings Crisis Communications and Time-Critical Communications. Please note: A crisis is subjective, and the circumstances will range from potentially negative to moderately serious to critical in nature. Don’t hesitate to contact the hotline to determine if your situation warrants these services.
Any PSBA-member school district has access to PSBA Communications Support.
Yes. The superintendent, school board president and/or vice president should be considered the primary points of contact in reaching out to the communications support service. This is to ensure efficiency, and the ability to act and react quickly. It will also ensure a unified and cohesive approach to problem-solving with the superintendent, board president and vice president acting as the conduit to the full school board.
When you have a potential need or situation that arises in your school district, contact the designated hotline and you’ll be connected to an experienced communications and PR professional.
Contact:
1-833-PR4-PSBA
Hotline@PR4PSBA.org
PR strategy discussions and guidance are provided via phone or email – as many exchanges as it takes to bring about a solution.
Writing services include drafting press releases, talking points to address the media and school community, social media posts, parent letters and email messages, and other written content, as needed, in working toward resolution.
No. These services are a benefit of your PSBA membership.
