ESC19 Head Start Emergency Communication Guide & Crisis Communication Plan (Integration of Standard Response Protocol)
ABOUT THE PLAN
The ESC19 Head Start Emergency Communication Guide and Crisis Communication Plan was developed to provide guidance and structure when the program is faced with a situation where fast, effective communications is essential. The plan ensures efficient, transparent, and coordinated messaging in the event of an emergency. The plan integrates the Standard Response Protocol (SRP) to guide responses and communication during specific types of conditions. The SRP is a set of clear, consistent actions designed to respond to various emergencies in schools. These actions include Secure, Lockdown, Evacuate, Shelter, and Hold.
PLAN ORGANIZATION
The ESC19 Head Start Emergency Communication Guide and Crisis Communication Plan is divided into three sections. 1. Responsibilities – Overview of events, situations, or crisis that need to be reported to the ESC19 Head Start Special Systems and the Public Relations and Community Engagement (PRCE) service areas, and what amount of information needs to be communicated depending on the nature, intensity, or length of the event. 2. Responding – The communication process that will follow when responding to a major crisis. Depending on the length and nature of the crisis, center management or department directors may be engaged in the process. 3. Standard Response Protocol (SRP) Messaging – A reference guide to coordinated messaging through calls, texts, and parent notification systems for clear communication during an SRP condition. Effective communication during an SRP is crucial for maintaining safety, reducing confusion, and ensuring a swift, organized response.
Responsibilities
CRISIS COMMUNICATION TEAM
● ESC19 Head Start Director:
Primary decision-maker and program spokesperson.
● Public Relations and Community Engagement Senior Program Manager: Manages all communication and media relations and serves as a program spokesperson.
● Center Manager:
Implement Center-level communication with students, staff, and families spokesperson.
● Safety and Security Specialist:
Implement Center-level communication with students, staff, and families spokesperson.
● IT / Tech Support:
Ensures digital communication platforms and internet / landline services remain operational.
● Disabilities / Mental Health Program Manager: Disabilities / Mental Health Program Manager: Provide post-crisis mental health support messaging.
COMMUNICATION OBJECTIVES AND PRINCIPLES
OBJECTIVE:
Ensure the safety and well-being of students and staff. Provide timely, accurate, and consistent information to all stakeholders. Manage rumors and misinformation effectively.
PRINCIPLES:
WHEN SHOULD YOU CONTACT THE PUBLIC RELATIONS AND COMMUNITITY ENGAGEMENT SERVICE AREA It is essential to always let the Public Relations and Community Engagement Service Area know if an incident occurs, even one that may seem minor to you. Sometimes, the media will become aware of emergencies and non-emergencies, or parents will begin posting about the situation on social media Informing the Public Relations and Community Engagement Service Area about volatile situations will help the program proactively develop key messaging rather than reacting. Deliberate and prepared messages place the program in the best light with stakeholders and the community. Be clear, concise, and factual. Prioritize safety and empathy in all communications. Maintain transparency while respecting privacy and confidentiality when necessary.
You should notify the Public Relations and Community Engagement Service Area anytime:
● You have an incident at the center requiring parent notification or could garner media attention. This will allow the service area to draft a message if necessary. ● You have been contacted by the media — about a positive or negative story. We’re here to help coordinate with the media and facilitate interviews — or respond. Sometimes, a media inquiry about your center will come through our office. When that happens, we will contact you immediately to discuss the request, gather pertinent information, and determine the appropriate response. Under no circumstances should you speak to the media without prior approval from the ESC19 Head Start Director or the Public Relations and Community Engagement Senior Program Manager. ● You are working with a partner organization to schedule a joint media event. Even if your partner organization is taking the lead, keeping the Public Relations and Community Engagement Service Area in the loop is a must. ● You have a great story idea. We are thrilled that you want to promote the positive events at your center. However, we ask that you contact us first and visit with us about your plans. The Public Relations and Community Engagement Service Area will work directly with media outlets and social platforms to promote your event.
You can use the following list of events or situations to determine if you should contact the Public Relations and Community Engagement Service Area: ● Assault or Fighting involving multiple parents or guardians resulting in an injury ● Bomb Threat ● Bus Accident ● Exposures to harmful substances ● Fire ● Hostage Situation ● Kidnapping ● Standard Response Protocol (SRP) Conditions ● Loss of Power ● Mass Allergic Reaction ● Natural Disaster ● Power Failure ● Weapon on Campus ● Gas Leaks, Electrical outages, waterline breaks ● Significant Student Injury Requiring Transportation to a Hospital When making a notification to the Public Relations and Community Engagement Service Area the following (who, what, where, when) status should be included in an email or phone call:
Sample:
Nature of the Incident: Bus Accident Center Location: James R. Vasquez Time: 8:45 am
Current Status: Transporting students to James Vasquez. 15 students on the bus, no injuries reported at this time. Transportation, police and medics on scene. Parents are being notified now.
Confirmed: Confirmed Incident Contact: Contact Information
Responding
INITIAL STEPS WHEN RESPONDING Communicating before, during, and after a crisis is essential – not only when working with the media but also with employees, family members, and program stakeholders. The following is a seven-step approach to:
● Understanding communication roles in an emergency ● Follow and support ESC19 Head Start procedures ● Know what communication actions need to take place
Depending on the situation’s intensity, the crisis communication team can take all these steps within the first few hours or even minutes of a crisis and repeat as needed throughout the problem: Step 1: Verify and Assess the Crisis Step 2: Notify and Assign Step 3: Assess the Level of Communication Needed Step 4: Initiate Communication Plan Step 5: Develop Messages Step 6: Approve and Release Messages Step 7: Monitor Situation and Update Messaging
STEP 1: VERIFY THE CRISIS SITUATION
The first step is to determine what has happened (what, when, who, how, why) by coordinating at the site of the incident and immediately identifying as many facts as possible: What happened and where? When did this happen? Who is involved? How did it happen? What actions are taking place?
STEP 2: NOTIFICATION AND ASSIGNMENTS
While the crisis is taking place, these questions are often not considered or even considered. However, answers to these questions are critical for the program to send stakeholders an accurate and timely message.
Communication Notification Steps:
1. Safety and Security Specialist contacts emergency responders as needed. 2. Safety and Security Specialist calls or sends a text to the Public Relations and Community Engagement Senior Program Manager (within 15 minutes of the incident, if possible) 3. Safety and Security Specialist calls the ESC19 Head Start Director. 4. The Public Relations and Community Engagement Senior Program Manager contacts the ESC19 Head Start Director to verify the situation. 5. The Public Relations and Community Engagement Senior Program Manager will coordinate the notification and involvement of all members of the Crisis Communications Team (CCT). 6. The Safety and Security Specialist will determine the crisis level and work with the Public Relations and Community Engagement Senior Program Manager to determine the next steps. 7. The Safety and Security Specialist will update the Public Relations and Community Engagement Senior Program Manager every 30 minutes or as new information becomes available until the Crisis Communications Team determines the crisis has concluded.
Crisis Communication Team Role Expectations: When a crisis is ongoing and consistent, Consistent communication is essential. The following are team role expectations:
Safety and Security Specialist:
● Coordinate with Public Relations and Community Engagement Service Area and ESC19 Head Start Director. ● Maintains a running log detailing changes in the situation. ● Collects relevant information concerning who was involved in the situation and level of involvement.
Public Relations and Community Engagement Senior Program Manager:
● Coordinates all ESC19 Head Start communication responses (who sends what and when is it sent). ● Submits and receives or determines final approval on all publicly disseminated information. ● Arranges notifications to media outlets. ● Creates and launches notifications through the School Messenger. ● Works closely with the ESC19 Head Start Director and the Safety and Security Specialist to ensure message accuracy. ● Establishes, coordinates, and initiates contact with family members to notify them of updates and information as information becomes available. Public Relations and Community Engagement Service Area: ● Provide up-to-date information on the program website.
● Posts “Pop-Up” notifications on the ESC19 Head Start Website. ● Posts information cards on social media, including Facebook. ● Monitors website and social media comments.
STEP 3: ASSESS THE COMMUNICATION CRISIS LEVEL
Based on the level of communication required as listed in the criteria below, determine the crisis level of the situation.
STEP 4: COMMUNICATIONS MANAGEMENT
The Public Relations and Community Engagement Service Area will set the communications plan into place. The Safety and Security Specialist will need to provide initial and ongoing information to the Public Relations and Community Engagement Senior Program Manager. Unless otherwise approved, every fifteen (15) minutes, an update should be provided by the Safety and Security Specialist to the Public Relations and Community Engagement Senior Program Manager. A simple “No Change” message is appropriate if no developments or status changes exist.
Message Management 1. Schedule regular internal communication updates. 2. Schedule regular updates with the Public Relations and Community Engagement Service Area. 3. Identify key audiences. 4. Start Crisis Status and Situation log. 5. Start a Crisis Inquiry log from the public and media. 6. Select spokesperson(s).
Communication Logistics
1. Identify a primary onsite contact - typically the Safety and Security Specialist. 2. Establish a location for crisis communications operation center. 3. Address other logistics: ● Set up a site for the media at a distance. This step needs to be taken care of very quickly so that the media cannot set up too close to where the crisis is taking place—once they have established a site, it is difficult, if not impossible, to move them.
● Set up a family / employee site away from the media, if needed.
● Determine additional resources such as computers, radios, etc.
4. Determine who will be staffing the site if the crisis extends more than a few hours. Note: You must have communication staff onsite and at the program's administrative offices. The number of individuals at each site per shift depends on staff availability and the intensity of the crisis.
Communication Logistics Internal : Email, text messaging systems, internal radio systems, staff emergency apps.
External : Automated calls, SMS text alerts, mobile app, program website, social media platforms, local media outlets, media releases.
STEP 5: MESSAGING
Upon a crisis-level assessment and factual information in place, it is time to begin planning a response strategy for communicating critical information and responding to potential questions from each audience. During this step, the Crisis Communications Team should:
● Develop a script for conveying critical information points.
● Develop or refer to a list of potential questions that various audiences (families, media, partners, organizations) could ask about the crisis.
● Modify pre-scripted messages or develop new messages.
● Be prepared to address the program's record for the relevant crisis if this type of crisis has happened before.
● Identify the best methods for the delivery of critical messages.
● Identify the frequency of delivering messages.
● Identify the modes for sending out updates.
● Monitor crisis and update messages based on the crisis.
STEP 6: APPROVE AND RELEASE MESSAGES
All messages that will be distributed internally to employees and externally to the public and the media need approval from the following individuals: 1. ESC19 Head Start Director 2. Legal Counsel / Advisor (If appropriate) 3. Public Relations and Community Engagement Senior Program Manager Depending on the crisis, messages will go through various means and messengers at different time frames. In crisis levels 3 or 4, the ESC19 Head Start Director may provide the main statement or overarching message and, if appropriate, include a message of empathy and caring.
STEP 7: MONITOR SITUATION AND UPDATE MESSAGING
When a crisis level is in place, and there is confirmation of factual information, the Communications Department will: 1. Review crisis coverage ● Review media outlets that have inquired about the situation or reach out to media outlets with prepared statements or media releases. ● Review media within a designated facility area (distance depends on the nature of the event). ● Conduct regular searches through Internet search sites for keywords, such as the school's name, the incident, people involved, etc.
2. Identify story trends
● What is the main focus of the media? ● Is the focus changing? ● Are there patterns that indicate ESC19 Head Start messaging communicates the story the program wants?
3. Identify public and critical stakeholder issues
● What are the significant issues the media is addressing? ● What are the questions or concerns? ● During the crisis and afterward, what lessons have been learned?
Messaging For Standard Response Protocol
Secure (Secure the Perimeter)
Trigger: External threat or danger outside the school. Action: Secure the perimeter and prevent unauthorized access.
Messaging:
Initial Message: • Automated Call / Text to Parents / Guardians:
"Attention [Center Name] parents and guardians, the center is in a Secure due to an external situation. All students and staff are safe inside the building, and the perimeter is secured. Please do not come to the center. We will update you as we receive more information."
Update Message: • Social Media Post / Program Website / School Messenger:
"The Lockout at [Center Name] remains in effect. Students and staff are safe. We are closely monitoring the situation and will provide more information as it becomes available."
End Message: • Automated Call / Text / School Messenger:
"The Lockout at [Center Name] has been lifted. All students and staff are safe, and normal operations have resumed. Thank you for your patience and understanding."
Lockdown (Locks, Lights, Out of Sight)
Trigger: Internal threat or danger inside the school. Action: Lock all doors, turn off lights, and remain out of sight. Messaging: Initial Message: • Automated Call / Text to Parents / Guardians:
"Attention [Center Name] parents and guardians, the school is currently on lockdown due to a situation inside the building. Law enforcement is on site, and all students and staff follow safety protocols. Please do not come to the school. We will update you as soon as we have more information." Update Message: • Social Media Post / Program Website / School Messenger: "The Lockdown at [Center Name] remains in effect. Law enforcement is managing the situation. We ask for your patience as we prioritize the safety of our students and staff."
End Message: • Automated Call / Text / School Messenger:
"The Lockdown at [Center Name] has been lifted. All students and staff are safe. We will provide additional details shortly. Please check your email for more information."
Evacuate (To a Location)
Trigger: Emergency requiring evacuation from the school building. Action: Evacuate students and staff to a safe, predetermined location.
Messaging:
Initial Message: • Automated Call / Text to Parents / Guardians:
"Attention [Center Name] parents and guardians, the school is being evacuated due to [reason]. All students and staff are being relocated to [safe location]. We will notify you once they have arrived safely. Please do not come to the school. Further instructions will follow." Update Message: • Social Media Post / Program Website / School Messenger: "Students and staff from [Center Name] are currently being evacuated to [safe location]. We will provide updates once they have arrived safely. Parent reunification information will be sent shortly." End Message: • Automated Call / Text / School Messenger: "Students and staff have safely arrived at [safe location]. Parent reunification will occur at [reunification point]. Please bring ID for pickup."
Shelter (For Hazard)
Trigger: Environmental or weather-related hazard (e.g., tornado, chemical spill). Action: Shelter in place until the hazard passes.
Messaging:
Initial Message: • Automated Call / Text to Parents / Guardians:
"Attention [Center Name] parents and guardians, the school is currently sheltering in place due to [hazard type]. All students and staff are safe and following shelter protocols. Please do not attempt to come to the school. We will provide updates as the situation develops." Update Message: • Social Media Post / Program Website / School Messenger: "[Center Name] remains in shelter-in-place due to [hazard type]. We are continuing to monitor the situation and will keep you informed."
End Message: • Automated Call / Text / School Messenger:
"The shelter-in-place order at [Center Name] has been lifted. All students and staff are safe, and normal operations are resuming. We appreciate your cooperation."
Hold (In Your Classroom)
Trigger: Situation requiring minimal movement within the building (e.g., medical emergency, hallway disruption). Action: Hold students and staff in place while the situation is managed. Messaging: Initial Message: • Automated Call / Text to Parents / Guardians:
"Attention [Center Name] parents and guardians, the school is currently on Hold. Students and staff are safe and remain in their classrooms while the situation is managed. We will update you as soon as possible."
Update Message: • Social Media Post / Program Website / School Messenger:
"[Center Name] remains on Hold while we manage an internal situation. All students and staff are safe and accounted for. We will continue to provide updates."
End Message: • Automated Call / Text / School Messenger: "The Hold at [Center Name] has been lifted. All students and staff are safe, and normal operations have resumed."
Endnote:
The ESC19 Head Start Emergency and Crisis Communication Plan was developed by the Public Relations and Community Engagement Service Area in close collaboration with the Special Systems team. The information and strategies within this plan derive from research, consultations with public information officers from other school districts, and guidance from the National School Public Relations Association (NSPRA). This collaborative effort ensures that our communication protocols are practical and aligned with best practices in school crisis management.
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