Crisis Communication: An Email From My Son's Pre-School
Writers are always looking for inspiration.
I just happened to find mine in an email from my son’s pre-school.
Recently, the pre-school had a severe roof leak, causing it to be shut down for a day. It made me think about all the unexpected things that could happen at a hospital — from natural disasters to technology disruptions to everything related to COVID-19 — and how marketers can turn an unfortunate situation into something that reassures the audience that the situation is under control.
So, if your hospital’s roof starts to leak, here’s an email template you could follow:
The email
Dear Families,
Before I arrived at school this morning, I was called and alerted by our logistics staff that several rooms in the preschool wing had flooded overnight. After I arrived and assessed the situation, we decided to remain open today rather than closing, leaving families to make alternate plans at the last minute.
Currently, we are unsure of where exactly the water is entering the building. We have several contractors trying to locate the source of the multiple leaks. Your children adapted well this morning and reframed their perspectives quickly to enjoy new spaces that are available in the church.
Unfortunately, due to the current forecast tomorrow for approximately an inch of rain, the unknown original source of the water and the need for complete mitigation of the water currently in the building; we will be closed for children tomorrow, Friday, March 3rd.
We fully expect to reopen in our normal space and classrooms on Monday, March 6th at our regularly scheduled time.
Originally, we had no days in which we were closed in the month of March. Typically, we average eighteen days per month in session. Some months have more days and some less, but average to eighteen days per calendar month. This also means that you have some "free" days a few times during the year that are encompassed in tuition, but we are paying our teachers on these days. One of those days is March 31st. County Schools is closed for children on March 31st, but we are not. Please let me know if you have any questions about this structure and makeup days.
I am truly sorry for this inconvenience and hardship. Our entire staff team is working tirelessly to figure out the source of the flooding and then permanently fix the issue. We want to keep your children safe and comfortable in a predictable, familiar environment. Closing tomorrow will ensure we are 100% ready to greet your precious children on Monday morning. Please feel free to voice any questions or concerns by responding to this email, speaking to me in person, or calling on the phone.
My analysis
Here’s what I liked about it:
1. It started off with a story. The pre-school director put us in her shoes — a first-hand account of what she saw, the teams she communicated with and the damage she assessed.
2. And like any good story, it had an element of mystery. Where is the water coming from?!
3. She didn’t forget about the main stakeholders affected by the leak. Phew, the kids are OK!
4. An action plan. A clear reason for why the school needs to be closed and an explanation of March scheduling.
5. Open communication. An offer to answer any questions through a phone call or email.
6. So much sincerity. Isn’t that last paragraph just so sweet?
Bravo, pre-school. We’ll see you next week.