Navigating Media, Mergers, and Modern Crises
At the recent AGBIS/HMC/ISBA Heads, Governors and Bursars Conference, Tim Toulmin and Jack Myers shared insights with the audience on the evolving landscape of media, crisis management, and school strategy. While the world of journalism and public scrutiny continues to shift, the fundamentals of integrity, transparency, and strategic clarity remain constant anchors for school leaders.
Below are some of the key lessons and takeaways from the session:
The Changing Face of Media
Journalism is evolving rapidly, with faster news cycles, fragmented audiences, and increasingly unpredictable narratives. In this environment, schools must take care not to make assumptions or overreact. With stories often shared before facts are verified, the priority should remain on accuracy, accountability, and calm, transparent communication.
Emerging Crisis Trends
Recent data on school-related issues paints a revealing picture: mergers and financial strategy challenges have doubled, and Teacher Regulation Authority (TRA) cases have quadrupled.
It’s common for schools facing crises to feel isolated, as though their situation is unique, but that’s rarely the case. Most scenarios have well-tested strategies and precedents, offering valuable guidance and reassurance when issues arise.
Managing Mergers and Major Announcements
When it comes to mergers, closures, or significant strategic changes, such as moving to co-education or expanding boarding provision, clarity of purpose is essential. The most effective communications are those that clearly articulate the “why” behind a decision, framed with sincerity and supported by consistent messaging.
Alignment across leadership and governance is critical. Managing communications around a merger or structural change requires a disciplined, project-managed approach, ensuring coherence, credibility, and attention to detail. Clichés or vague statements will quickly ring hollow; substance and authenticity must lead the message.
Learning from Real Scenarios
Even apparently straightforward cases can unravel if mishandled, underscoring the importance of a transparency-first mindset and careful, proportionate decision-making. Not every issue becomes a headline but each one offers an opportunity to strengthen trust and reaffirm principles through clear communication.
Communicating in Context
Decisions about communication should always be contextual. Factors such as the nature of any incident, whether it is recent or historic, and whether those affected are part of the school community, all shape the right approach. The balance between disclosure and discretion must be carefully judged in each case.
AI and the Information Landscape
Artificial intelligence presents new risks for schools, including:
- Nudification or blackmail targeting staff or students
- Malicious attacks on senior leaders
- Cloned websites impersonating schools to spread false information
Mitigating these risks involves:
- Being fully aware of potential threats and updating policies accordingly
- Ensuring access to the right experts promptly, as time is of the essence
- Enhancing AI literacy internally so staff understand the risks and safe practices
Key Takeaway
In a world of shifting media dynamics and increasing scrutiny, calm, transparent, and well-framed communication remains the cornerstone of effective leadership. Schools that resist overreaction, avoid isolation, and uphold the enduring principles of honesty and integrity are best placed to maintain trust and reputation.
