Lesson 5: The Crisis Communications Response - Joseph Galbraith

Joseph Galbraith

 
Lesson 5 Reading Summary
 

Reference:

Stein, A. (2006). We Thought It Could Never Happen Here: The Crisis Communications Response to the Thurston High School Shootings. Journal Of Promotion Management, 12(3/4), 99-128. doi:10.1300/J057v12n03•07

 Theme:

This report is a case study discussing the challenges and lessons learned after the Thurston High School shootings in 1998.  The public relations staff was tasked with implementing a crisis communications plan during a very tragic event.

 Summary:

• High School student opens fire in a high school in Springfield, Oregon.  2 students were killed and 25 more were wounded.  Suspect was apprehended.

• Crisis events can allow opportunities for outside agencies to scrutinize the apparent loss of control displayed by responding organizations or school in this case.

• An established crisis communications plan is crucial in order to be prepared for media and public interaction.

• Crisis management teams are effective in managing information flow.

• Case study interviewed 11 individuals involved in aftermath of crisis

• 911 lines were flooded with information requests; additional lines were requested and distributed to the public

• Agencies decided to work as a team with various PIO's.

• Scheduled regular press conferences.

• The two hospitals involved were prepared with a full disaster plan.

• The hospital eventually decided to team up with the city hall information center rather than maintain their own.

•The requests for information only intensified as time went on. 

•Local media was easier to deal with than the national media.

 •Many PIO's suffered delayed emotional responses.

•Biggest lesson learned was to insure that someone was assigned to monitor the media product.

 
Application to the lesson topic:

 This is a very in depth and thorough case study of this crisis.  The PIO's involved are a great example of how coordination, not only with the media, but with other agency PIO's is very important.  The town of Springfield never expected this type of mass media attention but did a great job in responding.

 

Application to emergency services:

Coordination with other agencies and departments such as schools and hospitals may be often overlooked.  This type of incident could happen in any town on any day.  Preparation and a crisis communication must be in place.  It was very interesting to see how long the PIO's are needed after the actual events.