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Rockwood School District

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Crisis Communications

Police cars at Marquette High for a safety drill

A crisis can be broadly defined. No matter the situation, we want you to be prepared from a communications standpoint.

We will assist you every step of the way to ensure our community feels informed, our students feel safe and our staff feels confident in their leaders.

Please take time to review your crisis and safety plans on a regular basis.

Media Guidelines During a Crisis

Refer all news inquiries to the communications department. We want you to focus on your students and staff during the emergency.

With the help of the building administrator, we will designate an area for reporters:

  • All media will be asked to wait in this area.
  • They will be provided with frequent updates or interviews as soon as new information is available.

If you are contacted by the media via telephone during the crisis:

  • Direct the media to the communications department
  • Do not speculate.

If there is no spokesperson on the scene, and you must answer questions, keep the following in mind:

  • Focus on the students and show compassion.
  • Do not give information unless you are absolutely sure of its accuracy. It is better to say, "I don’t know at this time" than to give out wrong information or mislead a reporter.
  • Withhold the names of any victims until the families have been notified.
  • Keep cool. Be polite and cooperative, and don’t allow yourself to be provoked.
  • Remember when talking to a reporter, there’s no such thing as "off the record."
  • State matter-of-factly when you can release information and why. Say, "This is what we know at this time."
  • Short answers are better than long; however, use full sentences and never answer with "yes" or "no."
  • Maintain good eye contact with the interviewer.
  • If a student or staff member involved in a non-legal incident has been publicly identified, a reporter may ask for a yearbook photo. Such requests will be honored by the department of communications, as yearbooks and their contents are considered public documents.