Beating them to the Chase in a Crisis
When found in the center of controversial claims, sometimes, beating your accusers to the punch can mitigate the consequences. Known as the “stealing thunder” technique, this crisis communication strategy involves revealing the negative facts/information about yourself or a situation before it is mentioned by the opponent or other individuals. According to Science Direct, “Stealing thunder […]
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The Essential 10: Photos Every District Needs
Photos are your school district website’s best friend because, done well, they brighten up any page and allow you to bring your district’s story to life. In an era dominated by photo and video-driven social media, photos can be the difference between winning or losing the 7-Second Rule – the amount of time to capture […]
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TikTok it to the Top: A Tale of One Superintendent’s Social Media Success
Georgeanne Warnock jumped on TikTok as a way to troll her four school-age sons, which grew into an opportunity to influence her educational peers on TikTok. Georgeanne, superintendent of Terrell Independent School District, joined TikTok as an entertaining way to keep up with her teenagers, a demographic that spends an average of 75 minutes per […]
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Back to School Blues? Beat It … With a Plan!
From filling in at the last minute as a substitute teacher, to navigating ever changing Covid regulations, superintendents are approaching the 2022 school year balancing more roles than ever. The tool needed in every school district leader’s back pocket to avoid constant crisis communication management and beat any back to school blues? Proactive communications strategies […]
Read More »If it’s Broken, Fix it! Exploring Corrective Action as a Solution to School Crisis
It all started with a Facebook post. Pushed to her limit, the 18 year old high school senior had enough of the racial harassment she alleges to have experienced at the hands of her classmates. From racial slurs to threats of lynching, the district had a major calamity on their hands, one which would require […]
Read More »In a Crisis? Image Restoration Theory to the Rescue
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you’ll do things differently.” -Warren Buffet When a crisis hits your district, tapping into the Image Restoration Theory can be key to salvaging the crisis and the career you have worked earnestly to build. Introduced by […]
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NSPRA 2022: Innovations and Insight in the Windy City
What does the crossroad of innovation and transformation look like for school superintendents as communicators? The Nichols Strategies team joined newbies and vets alike in the Windy City to find out and to offer our own take from the National School Public Relations Association’s annual seminar. NSPRA provided an abundance of tips and tricks to […]
Read More »Command the Camera
Even through his thick Cajun-accent, Joe Trahan is crystal clear when it comes to handling tough media questions. No comment or short answers won’t cut it and is a missed opportunity for your school district. “A lot of times people stop with just an answer,” said Trahan, a veteran communicator and founder of Trahan & […]
Read More »A New Year’s Resolution to Follow Through On: Updating Safety Plans
Happy New Year, School District communicators, As the new year gets underway, one thing we encourage school district superintendents and communications professionals to do is dust off those districtwide safety plans and check that they are up to date. Before the winter break, news media, authorities, and school districts warned families and communities about school social […]
Read More »Rebuilding Trust Through ESSER III Funding
The pandemic has made many things about education infinitely more difficult from supporting student success and retaining high-quality staff, to providing mental health support and connecting with stakeholders. Superintendents can be challenged to find the funding to address these key needs even on a good day. However, the Elementary and Secondary School Emergency Relief Fund […]
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