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Crisis PR for Schools

We represent a wide range of educational institutions, including multi-academy trusts, independent schools, further education colleges and higher education institutions.  It is then essential that these organisations are well-prepared and equipped with the right tools to navigate the complexities of a crisis as best they can.

As a leading crisis PR firm in the education sector, Alder understands the many complications schools may face. Our specialist education team of crisis communications professionals are here to help you manage your reputation year-round and minimise damage should a crisis arise. We offer crisis communications and strategic counsel on a range of matters, including employment disputes, police investigations, abuse allegations, regulatory inquiries, free speech issues, cultural movements such as BLM and #MeToo, and health and safety matters, including injuries and fatalities.

Our dedicated education team is made of well-versed professionals in crisis PR for schools. We work with schools not just when a crisis strikes but also to prevent any potential issue through a proactive approach aimed at safeguarding the school’s reputation.  We offer tailored support to mitigate risks associated with reputational matters to help educational institutions build resilience against potential threats ultimately.






    Areas of Expertise

    • Arrests and criminal trials
    • Accidents and sudden deaths
    • TRA hearings
    • Inquests
    • ISI/Ofsted issues
    • Bullying and harassment cases
    • Allegations of abuse
    • Staff suspensions and absences
    • Cultural movements such as BLM and Everyone’s Invited
    • Freedom of expression issues including religious and minority groups

    Our approach to reputation  management in education

    We enable various educational institutions to manage ongoing crises, as well as long-term plans to help institutions continue to serve their communities, maintain trust and confidence among all stakeholders and protect from reputational damage.

    Our clients receive expert advice and compassionate support during challenging times. From crisis PR planning to media training for governors, we provide institutions with the knowledge and confidence not to be caught off guard and have a clear plan of action when a crisis occurs.

    With an effective combination of strategic thinking and practical training, schools, colleges, and higher education institutions that turn to us can successfully preserve their image, values, and reputation.






      How can we help?

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      Crisis Communications

      Our crisis communications services help clients build resilience and readiness in preparation for adverse scenarios, retain control in a crisis, and always protect their reputation. We provide media handling advice, draft communications, media monitoring, stakeholder management advice, and a virtual press office service.

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      Crisis PR Planning

      Planning ahead will help you cope with the significant demands a crisis will place on your senior team. We offer various services that help organisations implement preparatory measures, such as crisis communications manuals, crisis simulations, and online reputation reviews.

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      Print Media Training

      Effective PR involves handling media enquiries and promoting journalist relationships, which is vital, especially in crises. Our print media training includes traditional techniques, modern tactics, and legal aspects relevant to engaging with print media in today's digital era.

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      Media Training for Governors

      Through bespoke workshops, presentations, and simulations, we equip governors with the proper tools to enhance awareness of threats and decision-making quality. This tailored media training addresses specific issues your school or college may face.

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      Media Training for New Heads

      We offer a tailored professional development course for new school Heads to equip them with the knowledge, skills, and resources needed to lead their schools through challenging situations effectively.

      Our Education Team

      Tim Toulmin Managing Director

      Tim Toulmin

      Managing Director
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      Anthony Longden

      Specialist Partner – Crisis Communications
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      Sue Bishop Charities Partner

      Sue Bishop

      Specialist Education and Charities Partner
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      Alison Brace Proactive Education PR

      Alison Brace

      Specialist Partner – Proactive Education PR
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      Durell Barnes Specialist Education Partner

      Durell Barnes

      Specialist Education Partner
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      Jack Myers Account Director

      Jack Myers

      Account Director
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      Sarah Bishop Marketing Manger

      Sarah Bishop

      Marketing Manager
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      Joe Macintyre Account Executive

      Joe MacIntyre

      Senior Account Executive
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      “I thank you and the whole team for the speedy professionalism with which you have dealt with this.”

      Governor, Catholic independent school

      “Speed of response, clarity of communications, can-do attitude, clarity of long-term thinking.”

      Head, independent school

      “Anthony and Tim were professional, skilled and accessible at every juncture that we needed their support. We were very thankful to have them on our team.”

      Director of Governance, multi-academy trust

      “During a time when it’s easy to panic and feel like you need to rush and take action, Anthony was a reassuring and calming voice providing expert advice and practical solutions.”

      Director of Marketing and External Relations, independent school

      “It has been enormously useful and has guided us and helped steer decision making as well as, in turn, helped to calm and reassure the wider team. We were particularly appreciative of the work done by you and your team to tailor the advice to our specific situation.”

      Head of Communications, independent school

      “Tim was reassuring and knowledgeable with an obvious understanding of the factors involved in independent school crisis communications. It was well pitched and informative session. Thank you.”

      Bursar, Catholic independent school

      “From the first call to the final output everything was easy and a lot was achieved in a short space of time. The outputs were exactly what we needed and the outcome has so far been positive. A very professional team who listened and delivered on our brief.”

      Governor, independent school

      Get in touch

      Our clients rely on us to manage a wide range of sensitive issues. For a free, no-obligation conversation, please phone us on 020 7692 5675 or email us on [email protected], and we will get back to you as soon as possible. 






        Education Insights

        Ampleforth Abbey Trust: Lessons in managing safeguarding communications 

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        Gender identity – how to avoid a media storm

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        How to build a proactive PR strategy

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        Independent schools: How to communicate about allegations of sexual abuse. A 5-step guide to prevent communication disasters and minimise negative publicity.

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        Managing communications around teacher misconduct 

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        School Bursars’ Concerns: Key takeaways from the ISBA Conference 

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        Social media: responding to leaks, criticism and trolls

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        Why inspectorate ratings are “inadequate”

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        Frequently Asked Questions

        What is the difference between education PR for schools and crisis communications?

        Crisis PR for schools primarily focuses on promoting and managing the public image and reputation of educational institutions, including schools, colleges, and universities. Its objective is to reinforce the institution’s brand, build positive relationships with stakeholders, and attract students, staff, and donors.

        Crisis communications, on the other hand, involves managing communication during a crisis scenario that could tarnish an organisation’s reputation. This can include accidents, scandals, legal issues, health alerts, or any event that significantly impacts the organisation’s operations or public image.

        Why is a good reputation important for schools?

        A good reputation is essential for schools as it drives applications, ensuring healthy student enrolment and stable finances.

        A 2016 study showed that one negative search result on Google could deter 20% of prospective parents from visiting a school. Additionally, 70% of parents prefer learning about a school through articles rather than ads, and 64% trust online search engines the most for school research.

        In short, a positive reputation reflects the school’s commitment to excellence and is vital for its future growth, as it impacts enrolment, staff recruitment, community support, fundraising, and overall sustainability.