Create a Crisis Communication Plan for Your School


$156 Non-Member

[$143.00 Gold Member]

October 18, 2017 • 3 PM ET

It’s not a matter of if your school will experience a crisis, it’s a matter of when. Thanks to smartphones, the Internet, and social media, the news cycle is now 24/7/365. Being prepared to communicate and respond during a crisis is more critical than ever. This Webinar will cover the basics of building a crisis communications plan, how to implement one at your school, and how to manage the speed of information (and misinformation) in a social media age.

Discover the five must-have elements of a solid Crisis Communication Plan and what to do in the first 30 critical minutes after an emergency occurs: who should be speaking; how to communicate; who to communicate with; and what you should be saying (or not saying). If your school does not have a plan in place, this webinar will give you the tools to create one. If your school has one already, this webinar is an excellent review to make sure your plan is up-to-date.


  • An understanding of the difference between a Crisis Management Plan and a Crisis Communication Plan.
  • The knowledge of the five components necessary to build a Crisis Communication Plan for your school.
  • The knowledge of the five components necessary to build a Crisis Communication Plan for your school.
  • Insight about how social media impacts your strategy during and after a crisis at your school.

Run Time:
Total run time is 60 minutes. The presentation will run approximately 45 minutes with15 minutes designated for Q&A.

Who Should Attend:

Heads of School, Marketing and Communications Directors, Business Managers

staff photo penny rogers

Penny A. Rogers, IAP-L

ISM Consultant


Penny’s experience in private-independent schools includes more than 13 years in all areas of advancement, including fundraising and admission. She specializes in the areas of marketing communications, enrollment management, and development, including digital marketing, social media, mission-based messaging, strategic enrollment management and marketing plans, and crisis communications and media relations.

Current Role

As an Advancement Consultant and founding Advancement Academy Faculty member with ISM, Penny:

  • Consults in marketing communications and enrollment management planning, case statements, message frameworks, and development assessments
  • Teaches and mentors advancement professionals during ISM’s weeklong Advancement Academy
  • Conducts workshops and webinars focused on marketing communications and enrollment management recommended strategies
  • Writes for ISM’s publications, including Ideas & Perspectives
  • Speaks at national educational conferences, including CASE-NAIS, EMA, and AISAP

She holds the Leader Certification through ISM’s International Advancement Program (IAP-L).

Prior Experience

From 2013–17, Penny served as the Director of Admission & Marketing at Academy at the Lakes, a PreK3–12 school located in Tampa, FL, where she helped the school reach record application and enrollment numbers.

From 2009–13, Penny was the Director of Communications at Ravenscroft School, a PreK–12 school in Raleigh, NC, where she was charged with building the communications program from the ground up. In addition, she was the Annual Fund Director at Ravenscroft for two years.

Before her time in private-independent schools, Penny worked in publications and media relations for the University of Texas, the Memphis Center City Commission, and USA Synchro (National Governing Body for the sport of synchronized swimming) in Colorado Springs, CO.


She graduated with a bachelor’s degree in Journalism and Mass Communication from the University of North Carolina at Chapel Hill.

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