CRISIS COMMUNICATIONS
Case Study: Teen Suicide and Oro Grande School District
Terrell Strategies looks for the WIN in every project we take on, and won't take on a project unless we believe we can win. Below is an example of our success in creating and executing successful crisis communications response.
6:00 a.m. - The cell phone buzzes and Randy Terrell is there to respond to the second teen suicide in less than two months. Less than one month later, a third suicide will threaten to shatter the closely connected community the school has built up over the years, as well as the image of safety and excellence that Riverside Prep enjoyed for so long.
Engaging the media, instead of avoiding the media, is important for any organization facing a crisis. The first step was developing a statement for the District Superintendent to submit to the local newspaper, as already, the rumor mill around reasons for the suicides.
Within days of the second suicide, the District was assertive and communicative with parents, students, and the community at large with an open assembly with District health officials. Promoting stories like the Riverside Prep graduation, and efforts during suicide prevention month, helped to maintain the high reputation of the school and help future protect future students at teh same time.