Crisis Communications
In
early 2007, a middle school in the Metropolitan School District of
Warren Township (MSDWT) became the focus of intense media
scrutiny. At issue was the handling of a student disciplinary situation that had
occurred in late 2006. As a result of the media interest, parents were upset and
wanted answers.
Borshoff was called in to help guide the school district through a troubling time and reduce the media's interest in the story. First and foremost, Borshoff counseled school administrators to talk with the parents. An already scheduled PTA meeting was the venue for administrators to address the issue and for media to hear from parents and administrators together.
RESULTS: The PTA meeting had more than 200 attendees. A great deal of these attendees supported the school and its confidential handling of a potentially devastating situation for two middle school students. All major local media attended, as did several national networks. The story's life was greatly shortened by school administrators' answering the questions of parents and media.
