Press Conference About School Shooting
/This may be too raw to share with students, but this video serves as a good example of a crisis communication press conference. Officials from Richmond, VA, describe a shooting after a high school graduation that killed two and left five injured. The conference is just hours after the incident, so little is known at this point, but authorities say, with confidence, that a suspect is in custody.
In the video, we see principles for a crisis communication news conference. Some of the following are out of order or are covered by different speakers: the police chief, Mayor Levar Marcus Stoney, and the school superintendent. The Q&A also illustrates these principles, despite a pending investigation:
Introduce yourself
After brief context, give condolences first if people are affected
Provide a preview (list of topics you’ll cover)
Focus on the facts; research internal and external sources
Never lie or misrepresent the truth
Emphasize the aspects of business that will continue (instill confidence)
Provide investigation process/status
Mention your appreciation of support (e.g., fire department, police)
Say we will provide updates when we know more
Give crisis hotline information and other resources, if appropriate
Repeat condolences, if appropriate
Mayor Stoney’s section is a particularly good example of an inspiring speech. He demonstrates courage with his stand about guns, which is controversial. I don’t have good evidence for this opinion, but I remember, years ago, officials avoiding criticism of guns immediately after shooting incidents because it was “too soon.” That seems to have shifted.
