prepared, not panicked 
Practical Crisis Communication and Media Training for Schools  

Dear School Leader

Every school hopes it never faces a serious incident that attracts media attention or widespread community concern.

Unfortunately, complaints, allegations, serious injuries, staff issues and social media can place schools under intense public scrutiny with very little warning.

This practical training helps school leaders prepare before a crisis occurs and communicate calmly and confidently when it does.

It combines crisis communication planning with practical media interview strategies, giving school leaders a clear framework for managing both the immediate response and ongoing public communication.

Who is it for?

While principals are often the spokesperson during a crisis, the communication response is rarely managed by one person.

Deputy principals, assistant principals, board chairs and other senior leaders all have important roles before, during and after a major incident.

That's why this programme is designed for leadership teams, not just principals.

What you'll Learn

  • The biggest misconceptions schools have about dealing with the media
  • The biggest mistakes schools make when communicating during a crisis.
  • ​How to master media interviews  (This is not a media interview training workshop where everyone is on camera  but it does explain the process).
  • ​The 5 key things you need in your crisis communication plan (That are simple to prepare).
  • ​How media scrutiny typically develops — and how to stay ahead of it.
This is all done through the use of real life scenarios.

ONE OF THE BIGGEST BENEFITS OF THIS TRAINING

“I just wanted to thank you for your workshop as I felt it was incredibly empowering for both myself and my Presiding Member (Board chairperson). The practical nature of it was very helpful and all three of those who attended from our school commented that it was some of the most helpful PD we have been to in a long time.

Funnily enough, we had the ODT on the line during your workshop and it helped us immensely putting together our response and I am sure we will use this training in the days to come as we have a property/enrolment issue that will be ongoing for some time that I'm sure the media are going to keep chasing." 

ROBYN WOOD, PRINCIPAL, GEORGE STREET SCHOOL
Delivery options
WHERE: Anywhere across New Zealand
DELIVERY: Tailored to your group
  • Half-day workshops (Most popular) 
  • Full-day workshops
  • ​Conference presentations (45-90 minutes)
SUITABLE FOR:
  • Individual schools
  • Groups of schools
  • Principal Associations and School Clusters
ABOUT PETE
Pete has worked with school leaders across New Zealand for the past 18 years, helping them prepare for media scrutiny, crisis communication and high-pressure interviews.

A former Education Reporter and Government Press Secretary, Pete holds Masters Degrees in Communication Management from UTS Sydney and Journalism from the University of Canterbury.

His practical approach combines real media experience with proven crisis communication strategies, helping school leaders stay calm, protect their school's reputation and communicate with confidence when the stakes are high.

Pete's training uses real school scenarios and practical frameworks that participants can apply immediately. 

Feedback consistently highlights the confidence and preparedness participants gain from the training. Importantly, school leaders who have subsequently faced real crises have said the training proved invaluable when they needed to put it into practice.

WHAT school leaders say...
"I attended Pete Burdon’s workshop in Manakau and found it hugely beneficial and very practical. I now feel a lot more confident in dealing with the media if some negative event about the school attracts their attention. It's one of the best seminars I’ve been to."

KIRI TURKETO, PRINCIPAL, SIR EDMUND HILLARY COLLEGIATE
“I thoroughly enjoyed your workshop; so valuable and practical. With your clear formula I feel so much better prepared to deal with future media requests.”

TAMARA JONES, PRINCIPAL, FARM COVE INTERMEDIATE SCHOOL
"We all absolutely loved your session. We learned so much and came away feeling a lot more comfortable about any future event. We also really appreciate the pdf you sent us."

MARIAN CAULFIELD, PRINCIPAL, MOUNT ALBERT PRIMARY SCHOOL 
"We found the day extremely valuable and have some clear next steps for us as a school!" 

ANNA POWRIE, PRINCIPAL, KARAKA SCHOOL

"Thanks Pete. Your messaging is always so good. Thanks for supporting the APPA."

STEPHEN KING, PRINCIPAL, REMUERA PRIMARY SCHOOL AND FORMER PRESIDENT, AUCKLAND PRIMARY PRINCIPALS ASSOCIATION
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