Managing crisis for school

Skill area: Crisis Management

Objective: Manage sensitive news

A school briefed Gravitas to manage the news that a working teacher was to undergo a sex change.
The goal was to announce the news sensitively to parents, staff and pupils, and contain the high risk of sensational, misinformed media coverage about the sex-change and its impact on impressionable young children.
Gravitas advised a pre-emptive strike, telling everyone before it leaked out, and developed a detailed, scheduled communications plan, down to drafting letters. When the local newspaper picked up the story through a parent, Gravitas staged an interview and supported the teacher through it.
The resulting coverage stuck entirely to the information provided and in his leader the editor commended the school for its common-sense handling of the news.