It's About Time

When a Crisis Hits, Time Is Your Most Valuable Resource.

Busy independent school leaders seem to never have enough of it. But time, especially in a school crisis, is a precious resource, and losing even seconds can make the difference between calm leadership and chaos.

Crises move fast. Much faster than many school leaders expect. Says Jane Hulbert, The Jane Group’s co-founder, “Time is not your friend. Precious time is wasted looking for phone numbers, gathering the people that we need, and contacting board members.”

Jane knows from experience how quickly a crisis develops – she managed corporate crises for McDonald’s Global – and was the lead PR professional for the infamous hot coffee lawsuit (yes that case).

Here’s how it happens in an independent school:

• A rumor spreads across social media in seconds.
• A parent group chat turns speculation into fact as soon as they hit the ‘send’ button.
• Local media can arrive before school leaders even find out what the real story is.

Schools that navigate crises most effectively are the ones that prepare for rapid response long before anything happens.

A crisis that is managed quickly with clear communication conveys trust and transparency to parents, students and alumni, and the local community.

Make sure your school is prepared for any crisis – here are five ways schools can ensure they are ready when time suddenly matters most:

1. Accept That the Clock Starts Immediately

Many schools believe they have time to gather all the information before communicating.

Students text. Parents post. Screenshots circulate.

If school leadership waits too long to respond, a narrative begins forming without them.

Effective crisis communication doesn’t require every detail. It requires acknowledging the situation, demonstrating leadership, and committing to transparency.

2. Establish a Clear Crisis Response Team

When a crisis unfolds, confusion about who is responsible can waste critical time.

Every school should know in advance:

• Who leads decision-making
• Who drafts communications
• Who manages media inquiries
• Who is responsible for gathering the facts and building the timeline of events
• Who communicates with families, faculty, and students
• Who monitors social media

If roles are unclear, the response slows and uncertainty spreads.

Preparation ensures that when the clock starts ticking, everyone already knows their role.

3. Prepare Message Frameworks When You Need Them

One of the biggest delays in a crisis response is starting from scratch. The communication specialists at The Jane Group have worked with schools for over 25 years developing strategic communications, delivering the right message at the right time to all your constituencies.

The Jane Group can save your school precious time by developing:

• Crisis messaging customized for the situation and your community 
• A communications plan with a timeline
• Media holding statements
• Internal faculty and board member communications
• Parent, student, and alumni communications
• Social media response guidelines

When the unexpected happens, The Jane Group’s crisis experts will be available to partner with your leadership team.

4. Train Leadership to Communicate Under Pressure

Even experienced school leaders can struggle when a crisis hits.

The pressure is real. The stakes are high. The emotions are intense.

That’s why crisis response is a skill that must be practiced before it is needed.

The Jane Group offers Crisis Boot Camps with tabletop simulations, crisis communications training, and media training. 

These invaluable sessions are on-site at your school to help leadership teams develop the confidence to make decisions quickly and communicate clearly, even in difficult circumstances. Preparation turns hesitation into leadership.

5. Have Expert Support Ready Before the Crisis Begins

When time is the most critical factor, schools cannot afford to start searching for help in the middle of an emergency.

The most effective crisis responses happen when schools already have trusted advisors they can call immediately.

At The Jane Group, we work with schools around the world to prepare for and navigate moments when time matters most. Our protocol for response is to return a call from a school by the close of business. Our team responds rapidly – within hours – to help school leaders assess the situation, craft communications, and guide strategic decision-making. 

Because when a crisis unfolds, every second counts.

Take The Time To Be Prepared

In school crisis communications, preparation is what ensures leaders can move forward with clarity and confidence.

The schools that manage crises best are not the ones that never face difficult situations. They are the ones that prepared before the clock started ticking.

Interested in preparing your school for the unexpected?

The Jane Group offers crisis management, crisis communication training, leadership boot camps, crisis management, and consulting services for independent schools worldwide.

Call 630-325-2509 or inquire here to learn more.