Telling tales

In the event of a crisis, schools must be quick to manage the inevitable media intrusion. Unless handled carefully and actively, you risk allowing your school’s exposure to turn into a media disaster, writes Alistair Macdonald

Earlier this year, a respected independent school in the north of England rebuffed media enquiries when details of a new teacher’s former career emerged on the internet. A deafening silence from the headmaster and governors only served to intrigue and fascinate those in the media feeding-frenzy.

The school’s lack of response overlooked the fact that the teacher’s allegedly exotic past had come to light on a social networking site – posted by pupils. They were only too delighted to add their thoughts – and fantasies – while parents of pupils were equally willing to be interviewed. There was enough information available to provide any hack with oceans of salacious copy.

This episode displayed a worrying lack of understanding on the school’s part of how the media works and of the pressures new technology has created. Not talking to journalists won’t magic away comment or criticism.

A plan of action
Most independent schools have a reasonably robust crisis plan – but with one yawning gap. In the section marked
Handling the Media, there are one-liners such as: “We don’t talk to the press” or “Only the headteacher gives
media interviews”. No matter how good your crisis plan is, your school’s reputation is at stake if you don’t handle the media carefully and deal with their legitimate enquiries.

Saying “no comment” – whether directly or implicitly – is not effective. If journalists can’t get a response to their
questions, then they will speculate and some will even, regrettably, make up the details. You may not like it, but it
happens and there’s nothing new about it.

Faster and more
What is new is the shape of the media today. New technology has revolutionised the printing industry. The tediously slow process of hot metal printing has given way to flexible and fast digital printing. During the same period, the number of radio stations has proliferated from fewer than ten to more than 800. And you can now access around 500 TV stations in the UK.

If you think this is rapid change, just consider the impact of the mobile phone and the internet on newsgathering.
You can get live pictures from the summit of Mt Everest, from the Titanic thousands of feet down on the
seabed, and even from the moon.

News delivery is now instantaneous. It is sobering to recall that mobile phone pictures of the London 7/7 bombings were posted on the internet for the whole world to see within a couple of minutes. The sheer speed of modern communications makes news management difficult – but not impossible.

The drowning of a 17-year-old pupil on a school trip to Ecuador two years ago underscores this point. The story was making headlines in online news bulletins within hours. But open and honest handling of the media by the school and the adventure travel company running the trip – their first tragedy in 21 years in business – hugely enhanced the reputations of both. News coverage was positive despite a mildly critical remark made by the coroner at last year’s inquest.

So where do these developments leave independent schools? You need to raise your game to cope with these new challenges. Schools must prepare well, practise their media responses and be prepared to keep an arm’s length
but meaningful relationship with the media.

Why you?
But why are journalists so fascinated with independent schools anyway? The answer is that reporters are always
interested in something that is different to the norm – that’s what news is. It’s new. The politics of envy also plays a part. People love to see the seemingly privileged under the cosh – quietly overlooking the growing number of bursary places and the fact that many parents of independently educated children have made lifestyle choices to ensure school fees for academic excellence are a priority.

Is it worth it?
But why should you bother with the media? There is a harsh reality to this. The independent schools sector is a
competitive marketplace. High academic standards are usually a given, so parents make their choice of school on
other criteria. Many will base their decisions on the quality of extracurricular activities, sporting excellence or good
pastoral care. Extracurricular activities top this list, in my view.

Independent schools are virtually the last outpost of interesting school trips, adventure activities and life-enhancing risk-taking. But accidents, injuries, misdemeanours and – sometimes – a death make good copy. Handle these stories well and your school’s reputation will be enhanced; handle them badly and parents of prospective pupils may decide to entrust the care of their offspring to apparently more caring or responsible hands.

Seven ways
Managing your reputation through the media is critical; it makes sound commercial sense. Here are seven secrets of successful crisis news management:
• never speculate or apportion blame: your insurers won’t like it and the true cause of an accident may be unexpected.
• never name victims: unless you have absolutely rock-solid confirmation that police have informed next-of-kin.
• never embroider: keep interviews short and simple. You need to provide a few basic facts to prevent the more disreputable hacks from making up a story, but you should not be in the business of writing a reporter’s story for him.
• never say “no comment”: you’ll sound guilty even if you’re innocent. And don’t raise your voice or appear rattled. Stay calm.
• always keep promises to the media: such as the timing of news releases and interviews. Not understanding their deadlines will only antagonise them.
• always be human and sympathetic: a crisis involving children requires tact and understanding.

Always tell the truth: a few white lies may come back to haunt you. Ask Jeffrey Archer. But, don’t say too much too
soon – be guided by legal advice and your insurers. Follow these guidelines and you should prevent your school crisis turning into a disaster.

Alistair Macdonald is a partner in Alexander Macdonald. He is a former award-winning BBC TV reporter and producer.

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