4. Refer all media inquiries and requests to the Chief of Communications. 5. The Communications Department will designate a spokesperson for the emergency who will give regular updates to the media. The spokesperson will release only information approved by the Rochester Police Department, in instances when they are involved. 6. Remember that students have legal privacy rights and school staff should not discuss the concerns of a student with any unauthorized person. If you are asked by the Superintendent or Chief of Communications to speak to reporters during an emergency, the following guidelines may be helpful: • Identify and maintain the message you want to convey and be consistent throughout all communications. • Be direct and clear, but not simplistic. Use plain language. • Stay on topic and do not give out unnecessary information or speak of matters unfamiliar to you. Remember privacy laws. • Be calm and reassuring, but never underestimate the incident. • Do not speculate, blame, or admit fault. Do not say, “I’m sorry” or be argumentative. • Reiterate steps being taken to secure and contain the incident. • It is best to read from, or refer to, a prepared statement than to improvise. • Do not say, “No comment” to a reporter on any question you are not comfortable answering. Instead, depending on the situation, say: • “I don’t have that information, but I will look into it.” – OR – • “I cannot answer that question because it involves legal, contractual, or confidential matters.”– OR – • “I don’t know the answer to that question, but you are welcome to contact the Communications Department.”
SAMPLE COMMUNICATIONS
Sample Letter: Lockout for Threatening Situation Outside of the Building
During an emergency at your school, providing accurate, effective, and timely communication will help reduce panic, decrease rumors, and promote confidence in your school’s ability to manage an emergency and work toward keeping students safe. If possible and appropriate, the letter should be sent home the same day as the event. The letter MUST be reviewed and approved by the Director of Security, School Chief, and Chief of Communications Officer sent.
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