SSA Launches Critical Crisis Communication Support as New Member Benefit for School Districts
TUSCALOOSA, Ala.— School Superintendents of Alabama (SSA) proudly announces a new, free member benefit: comprehensive crisis communication support for school districts across Alabama. This proactive initiative, in partnership with School Spirit PR—the state’s only strategic communication firm dedicated to supporting K-12 school districts—provides immediate, expert communication assistance during critical times at no cost to SSA member districts.
“The safety and well-being of our students, staff, and communities are always our top priority,” said Ryan Hollingsworth, Executive Director of SSA. “A well-managed crisis communication response is as crucial as the physical response. This new benefit provides immediate, expert support to navigate challenging situations and protect their reputation.”
This service will address crises significantly impacting:
- Health and Safety: Incidents threatening well-being (e.g., natural disasters, school safety).
- Financial Stability: Events with severe financial impact (e.g., budget crises, fraud).
- Employee Misdeeds: Misconduct damaging public image.
- Tragic Incidents: Any event involving a death.
- Reputational Risk: Other critical issues threatening the district’s public image or trust.
Crucially, this benefit is designed for genuine crises, not routine communications or minor social media issues. Crisis communication support does not cover:
- Routine media inquiries or day-to-day communications.
- Bond/referendum issues.
- Social media posts or online comments that do not pose a significant threat to the school district’s reputation.
- Marketing or advertising campaigns.
- Political lobbying or advocacy efforts.
- Legal representation or legal advice.
“In the event of a crisis, having a rapid yet strategic response is important to maintaining trust with the school community,” said Lesley Bruinton, CEO & President of School Spirit PR. “This new partnership allows Alabama school districts to focus on their core mission while ensuring accurate and timely information reaches stakeholders.”
This comprehensive approach helps districts control the narrative, maintain open communication, minimize negative impact, and preserve public trust. To access this support, school superintendents or their designee should contact Ryan Hollingsworth.
If your state association or district needs crisis support, contact us today!
