A Public Relations Crisis (PR Crisis) in our ECE world is almost bound to occur and is most often out of the control of the owner/operator Members. Below are situations that have been experience personally by our members or ourselves.

A director walks in your office and says…

• A parent just found their baby with a pacifier taped in their mouth.
• CPS and two state investigators arrive to interview teacher on molestation charges at pick-up.
• The Dept. of Health just called your Director to let them know that our cook… who serves all the children has Hepatitis A, is highly contagious, and has exposed all the children, staff and families in the center. Untreated, one could die from this.
• We have a reporter at the door who wants to talk to you as one of your teachers was involved in the hit and run accident of a high school student, who was regrettably killed this morning on way to school. They are seeking your on-air comments.

When situations like the above happen in your schools, multiple scenarios may take effect.

• Your staff become scared and may choose to quit.
• Your school is highlighted on the news in a negative light.
• Parents begin pulling their children from your school(s).

What is your plan? Your attorney has told you to “say nothing.” Your marketing company doesn’t have the PR resources and while your friends and family can offer comfort, they’re not what you need. Your last effort is to start researching trusted PR firms but rush decisions most likely won’t lead to a desired outcome. Now what?