Written by Dr. Pam VanHorn
“Communities can handle uncertainty better than they can handle silence, confusion, or messages that feel incomplete or misleading.”
When a crisis hits a school, leadership is demonstrated in real time through communication. Students, staff, families, and the wider community all turn to school leaders for direction and reassurance in the same moment. Leaders feel the pressure to communicate fast. But the real challenge it to communicate clearly, calmly, and truthfully while the situation is still unfolding.
Preparation Happens Long Before the Crisis
Effective crisis communication is built well before an emergency, not during one. Key factors include:
- Knowing your audiences
- Establishing communication channels in advance
- Practicing protocols regularly
- Coordinating with public safety partners
- Building trust before it’s ever tested
Without that groundwork, even strong leaders end up reacting and creating confusion instead of responding with clarity and purpose.
Speed Matters but Trust Matters More
Leaders don’t need every answer immediately. They need to acknowledge what’s happening, share what’s known, and stay honest about what isn’t known yet. That’s especially critical in schools, where rumors move fast through texts, social media, and parent networks. Using a variety of communication channels (email, text, phone, website, social media) help make sure the message actually lands. But multiple communication channels alone aren’t enough.
Electronic communications work best when they are paired with relationships and practices that are already in place. Preparedness shows up when:
- Staff are familiar with emergency protocols and execute them with confidence
- Families are confident they’ll hear from the school quickly and honestly
- Community partners are with aligned expectations and reinforce consistent messaging
Preparedness Without Fear – Create Emotional Readiness
Preparing a school for emergencies is only half the job. Doing it without letting fear define the school experience is the other, possibly more important, half. Strong preparedness isn’t one drill or one policy. It’s built through:
- Ongoing, meaningful staff training
- Communication systems tested before they’re needed
- Clear partnerships with law enforcement and community responders
- Defined roles during emergencies
- Leadership that explains why a practice matters, not just what to do
Emotional readiness matters just as much as the written plan. In a real emergency, people rely on what’s been practiced and reinforced. Confidence comes from preparation; decisiveness comes from confidence.
The goal isn’t to harden a school at the expense of relationships. The goal is to build a school that’s prepared, responsive, and still deeply human. For leaders, that means preparing seriously, communicating clearly, and staying visible, so students and staff feel both secure and supported. Start by pressure-testing one communication channel this month before you need it.
For a deeper, tactical roadmap on building safer schools, check out School Safety: A Practical and Tactical Resource Guide for Administrators by David E. Johnson, Glenn G. Norling, Pamela M. VanHorn, Jeffrey Yarbrough, and Shaun Hurtado — available now at 20% off with code GLRBD8 at bloomsbury.com.
Citations
Johnson, David E., Glenn G. Norling, Pamela M. VanHorn, Jeffrey Yarbrough, and Shaun Hurtado. 2026. School Safety: A Practical and Tactical Resource Guide for Administrators. New York: Bloomsbury Academic & Professional.
