One of the most disconcerting thoughts for a high-stakes test administrator is the media appearing on the doorstep, informing that a test security breach may have occurred. This could happen at any time, anywhere, with no advance warning that there may be a problem with the validity of test results. Unfortunately, this uneasiness is justified. This exact scenario has happened repeatedly all over the country to programs of all sizes.

The session will include 3 sections, including: Section 1: The key to good relations with the media during a crisis is…good relations with the media before a crisis. We’ll discuss ways to proactively engage local media to help build a solid foundation of trust and transparency. Section 2: Nobody likes to plan for a scandal happening in their test program, but creating a crisis communication plan in advance of a crisis is a critical step in preserving your professional reputation, as well as the reputation of your organization. We will discuss elements of a crisis communication plan, roles in the process, and provide a prescriptive approach for media relations. Section 3: Taking a proactive approach when a breach has occurred is the best way to reduce the chances of a media firestorm. With all the channels available for news dissemination today, information spreads very rapidly, and desired information has to come from somewhere. This segment will explain how to be the source of your story, by reacting quickly, with specific and most appropriate information.

When a high stakes testing organization has a good base relationship with the media, a plan in place for dealing with challenging situations before they arise, and executes a proactive, rapid response in a manner that is comprehensive, clear and immediate, it sets the stage not for a public perception nightmare, but a chance to exhibit sincere interest in the potential issue, dedication to finding the source of the problem, and serious effort toward solving the problem. This session will provide the tools needed to feel prepared when the media comes knocking.