The Power of Communication on the Frontlines: A Call to Action for Crisis Management

In the aftermath of the Robb Elementary School shooting in Uvalde, Texas, the U.S. Department of Justice (DOJ) conducted a comprehensive review that highlighted significant systemic communication failures before, during and after the crisis. These breakdowns in communication only added to the confusion and extended delays. The DOJ report, which referenced “communication” over 500 times, underscored the critical role that an effective communications plan plays during a crisis.

This tragedy raises a crucial question: How can organizations, particularly schools and municipalities, ensure their communication protocols can withstand the pressure of a crisis? 

A Proactive Approach Is the First Step to an Effective Plan

Communicators must prioritize getting their leaders to align on a plan and an implementation process to ensure they are prepared ahead of any incidents. Many organizations have a plan; however, few review and align on the execution of it.

It’s crucial that this plan is regularly communicated, tested and practiced in full before any incidents occur. Putting the plan into practice will identify problem areas and solutions to ensure everyone is familiar with protocols and understanding of their role, instead of trying to determine these factors in high stress moments. Running the plan through potential scenarios will also help identify gaps or additional training needs. 

Here’s are a few key steps to test your plan:

• Schedule Regular Drills: Regularly scheduled drills that simulate different scenarios allow teams to practice their part and identify areas for improvement in a controlled environment. 

• Involve Everyone: Drills should involve not just leadership but all personnel, especially those on the frontlines, who might play a role in a crisis response. This ensures everyone understands their responsibilities while building confidence in their actions. 

• Debrief and Iterate: After each drill, conduct a debriefing session to identify areas of strength and weakness. Use this feedback to refine your communication plan, training materials and future drills. 

The adopted crisis communications plan must consider all agencies and organizations involved and create alignment in advance. As part of the plan, a lead agency should be identified and a unified command center should be established. Lack of accountability and responsibility among leaders adds to the overwhelming confusion and severity of a tragedy. If these factors aren’t determined ahead of a crisis it will lead to more stress, chaos, finger-pointing and missteps that add fuel to the fire.

Clear and Transparent Communication Is the Foundation of a Solid Plan

Transparency creates trust, which ultimately builds resilience. When there are missteps and trust is depleted, your brand and connection with your community weakens. When you address challenges with transparency, you improve trust and strengthen your connection.

How do you build trust?

• Be the First To Speak: Don't wait for rumors to take root. Quickly address the situation with clear, concise updates. You must set the expectation in your organization, with support from leadership, that you’ll promptly respond to critical issues. Educate everyone on the protocols, including who will give approvals. This clarity will create momentum.

• Transparency Is Key: Lead with facts about the situation, even if all the answers aren't available. Explain what you do know, and the steps being taken to gather more information. During your planning, align with leadership on what transparency looks like at your organization. Time is wasted in key moments when communicators and leaders aren’t aligned on their level of comfort with transparency.

• Humanize the Message: Facts are important, but don't forget the human element. Express empathy for those impacted and communicate your commitment to your community. Take time to ensure you’re using trauma-informed language that doesn’t cause additional pain.

• Open Dialogue: Create avenues for two-way communication by holding virtual town halls, designating a crisis hotline or encouraging email inquiries that address concerns honestly and promptly. 

Anticipate the Play: Crafting Plans that Move Your Organization Forward

To borrow a sports analogy, “Stay to where the puck is going to be, not to where it is.” As you’re moving through a crisis, it’s important to always think ahead. When responding to a crisis, your goal is to return the organization to normalcy as soon as possible.

Maintaining a positive image for your organization requires addressing fundamental psychological needs of your key audiences. To ensure that your audience feels cared for during a crisis, it’s important that your communications are:

• Empathetic: Acknowledge the pain and suffering that people have experienced. Avoid using language that could be seen as insensitive or dismissive. 

• Transparent: When people trust that they are getting accurate information and that their leaders are acting in their best interests, they feel safe and secure. 

• Consistent: Share information as soon as possible and provide frequent updates, ensuring your messaging is accurate and unified, as silence can breed fear.

The Uvalde shooting is a tragic reminder of the importance and power of proactive communication. As communication experts, we have a responsibility to ensure that our plans are not just theoretical ideas but practical tools that make an impact. By prioritizing planning, ensuring alignment and accountability, and building trust through transparent communication, we will better equip organizations to effectively navigate crises.