Crisis Communications School Shooting

Overview

Columbine High School in the suburbs of Denver, Colorado, was one of the first school shootings in the nation resulting in the tragic loss of 12 students and one teacher.

Best Practices:

Serving as a spokesperson for Colorado’s 40th Governor — as the story broke — the Press Office immediately began fielding media calls nonstop for the next four days straight. International media camped out at a park near the high school. In total, more than 200 national and international media covered the tragedy.

Protocols for handling media during a crisis of this magnitude:

1. Set up a Perimeter onsite– allow media access within those boundaries.

2. Conduct Regular Briefings – inform the media of the initial situation. Then provide updated information regularly. Usually, a news release can provide a quicker response with initial facts of the situation. Next, hold a news conference to allow for Q & A with reporters.

3. Provide contact information and talking points to individuals tasked to answer incoming phone calls from the public and concerned individuals, respond to emails with prepared fact sheet and manage social media channels to respond immediately with accurate information.

4. Schedule media interviews with individuals who could speak to the tragedy including the Governor, Sheriff, Political Leaders and other VIPs.

Summary:

As a result of this tragedy, First Responders and Emergency Personnel in the United States have developed communications’ protocols and procedures using the Columbine High School tragedy as a Blueprint for dealing with an active school shooting situation on campus.