An ordinary school day can quickly erupt into chaos. The fire alarm shrieks, there’s a weather emergency, or the school goes into lockdown because of a threat. Everyone—students, teachers, and parents alike—desperately wants information and reassurance, and you never know when a wild animal will break in and cancel classes.

Apparently, "raccoons are harder to catch than initially suspected."

In recent years, traditional media outlets ran an average of 130 news stories per day on school violence, unfortunately. And in 2023, there was a 2,280% increase from prior years in media coverage of educators having accounts on the adult subscription site, OnlyFans. However you define a "crisis," in these moments, your communication strategy can either be a calming force or another reason for panic.

When something unexpected happens, families look to you first. But if your team or tools aren't ready, communication can quickly break down. Phone calls start flooding in, false information spreads on social media, and families are left with questions and concerns.

This is when trust is tested.

Whether it's a weather alert, a safety issue, or a power outage, your district needs a reliable plan to communicate clearly and quickly. That means having tools in place that let you reach staff, families, and the wider community across email, text, calls, and your website, right when it matters most.

Waiting for a crisis to hit before building your plan puts too much at risk. Strong communication starts before anything happens, and with a mass notification system in place, you can move fast, stay clear, and keep your community informed and supported.

Does Your District Have the Right Mass Notification Plan?

Time is Critical

Every second counts in a crises. The right tools help reduce confusion, ease anxiety, and protect the safety of students and staff. A reliable mass notification system gives your district the ability to reach families and employees quickly across text, email, voice calls, and even social media.

Reaching Every Corner of Your Community

Families have different communication preferences. While some rely heavily on email, others prefer texts or phone calls for emergency alerts. A complete mass notification system accommodates these preferences by allowing your schools to send messages across a mix of channels so no one is left out of the loop.

Keep Reading: 8 Weird (But True) Stories When Schools Needed a Mass Notification System

Streamlined Communication Management

Juggling multiple communication tools takes time and effort, but a mass notification system consolidates all your communication channels into a single, user-friendly platform to simplify message creation, delivery, and tracking.

Not Just for Emergencies

While it’s crucial for emergencies, a mass notification system also offers additional uses for everyday communication needs. Use it to send reminders about upcoming school events, important deadlines, schedule changes, and general announcements. When families get consistent, timely updates in the ways that work for them, they stay more connected and more engaged.

Keep Reading: Alerts to Reminders: Mass Notifications Uses for Schools

Building Your Crisis Communication Plan

Step 1: Assess Your Needs

Begin by thinking about the types of situations when you might need to send an urgent communication. Think about the needs of your school community.

• Do you need to send messages in multiple languages to accommodate diverse families?
• Are there specific communication channels that certain families rely on more heavily than others?

North Plainfield School District outlines what types of communications will be sent for a variety of scenarios, who receives them, and why.

Step 2: Selecting the Right System

Choose a system that is intuitive and easy to navigate, with the capability to send messages across various channels. It should also allow for targeted messaging and let you to send information to specific groups, like a particular grade level or all staff members at a certain school. You’re looking for a solution that can handle all district, school, and classroom announcements in one, single tool.

Keep Reading: How to Choose a Mass Notification System for Your School

Step 3: Developing Communication Protocols

Establish procedures for who is authorized to send messages, what types of messages are appropriate for different situations, and which channel you’ll use.

Does a change in the soccer game start time warrant a voice call to all parents? No, probably not...but a last-minute, district-wide snow day announcement means you’ll send a message to a wider audience across multiple channels. Develop a plan for escalating communication if a more serious incident develops, as well as a coordinated and consistent response.

Step 4: Contact Data Management

Multiple, siloed systems, old data…You can’t reach the right people if you don’t have the right data. Keeping accurate and up-to-date contact information for every member of your school community is essential. Phone numbers, email addresses, and any other preferred communication channels should be kept in one system so you’re only pulling the most accurate and up-to-date information. 

Step 5: Communicate the Plan

Once your mass notification system and protocols are in place, it's crucial to inform your school community about how it works. Take a note from Farmington Public Schools and explain:

• How the system will be used: Clearly communicate the types of situations when the system will be used to send messages (emergencies, weather closures, important announcements).
   
• Communication channels: Let families know what communication channels will be used (text, email, phone, mobile app) and how they can update and choose their communication preferences.
   
• Updating contact information: Provide clear instructions on how families can update their contact information and remind them about the importance of keeping their information current.

Improving Crisis Communications

Targeted Messaging That Makes Sense

With audience segmentation, you can send messages based on specific roles, schools, or preferences, so families receive updates that matter to them. It’s a smarter way to keep communication relevant and avoid overwhelming your community with unnecessary alerts.

Smarter Decisions with Real Data

Use your mass notification system's analytics and reporting features to track message delivery rates and other engagement metrics. Knowing how and when users are engaging with your messages can provide insights into your communications’ effectiveness so you can refine your strategies. 

The result? More effective communication every time you hit send.

Key Takeaway

Planning ahead is the first part of effective crisis management, and a mass notification system is an investment in the safety and well-being of your entire school community. There’s a peace of mind that comes with knowing you have the tools, and you'll gain the confidence to act quickly and communicate clearly in any situation, including stubborn raccoons.

But don’t wait for a crisis to test your plan. Put the right tools in place now, and be ready for whatever comes next.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. At Finalsite, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.