🎃 Surprises are for Halloween - Not Crisis Management

It’s that time of year again: pumpkins glow, skeletons rattle, and ghosts make their annual debut. For most of us, these are the fun kinds of frights — a controlled scare, a little adrenaline, and the relief of laughter afterward.

But in the world of independent schools, the real scare comes when a community learns about major changes by surprise. When stakeholders—parents, faculty, alumni, trustees, or neighbors—feel blindsided, the aftermath can look more like a crisis than a celebration.

The Nightmare of No Plan

The truth is, every independent school will experience big transitions—leadership changes, program launches, retirements, tuition adjustments, policy shifts, capital campaigns, or mergers. But without a clear, well thought out communications plan, these moments can trigger confusion, frustration and mistrust. What should have been a smooth transition becomes a reputational nightmare.

Why Communication Planning Is Crisis Prevention

A proactive communications plan does more than manage messaging; it builds confidence and community continuity. When constituents know what’s coming, when they’ll hear about it, and from whom, they’re far less likely to fill information gaps with rumor or resentment.

A good plan ensures:

• Timing is deliberate, not reactive. Key audiences hear from the school before information circulates elsewhere.
   
• Messaging is unified. Everyone—from the board chair to the receptionist—has consistent talking points.
   
• Transparency feels natural. The school maintains credibility even in moments of change.
   
• Stakeholders feel included. Parents, faculty, alumni, and community partners understand their role and why decisions are being made.

In short, a good communications plan keeps all key stakeholders informed—so you don’t have to deal with unexpected surprises down the line. 

When to Use Communications Plans (and Why Timing Is Everything)

Independent schools face transitions of all kinds. Here are a few times when your communications strategy should be as polished and timed as your next open house:

Leadership Changes

Whether it’s a head of school retirement, an interim appointment, or the hiring of a new division director, leadership transitions are emotionally charged. Parents worry about stability. Faculty wonder about direction. Alumni fear the loss of tradition.

New or Ending Programs

Adding a new STEM initiative? Retiring an under-enrolled language? Ending a long-standing summer camp? Every change sends a signal about your school’s priorities.

Tuition, Policy, or Schedule Adjustments

Even small operational changes—like modifying tuition structures, adjusting the academic calendar, or updating disciplinary policies—can trigger anxiety. 

Campus Projects and Strategic Plans

Facilities upgrades, land acquisitions, or major campaigns affect not only your internal community but also your neighbors and local government..

Other “Trick or Treat” Moments

• Rebranding or logo updates
   
• Mergers or affiliations with other schools
   
• Accreditation results
   
• Changes to financial aid or scholarship programs
   

Each one offers a chance to demonstrate the school’s values—or to inadvertently spook your supporters if mishandled.
 

Don’t Let Your School Become the Next Scary News Story

Independent schools thrive on tradition, community, and trust. But those qualities require careful stewardship—especially during times of change. 

For 25 years, the crisis management experts at The Jane Group have been helping independent schools all over the world maintain the faith and confidence of their families, alumni and community. They can do it for your school as well, and we never require a retainer. 

Contact The Jane Group today for a communications plan consultation:

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