1. Lessons from Littleton What Columbine can teach us about crisis communication Nora Carr, APR Charlotte-Mecklenburg Schools

2. Lesson #1 You can’t over-prepare.

3. Lesson #2 Plans work on paper; chaos happens in real life.

4. Lesson #3 Training and simulations are key.

5. Lesson #5 Expect the unexpected. Plan for it.

6. Lesson #6 Someone key will collapse under pressure – and at a critical time

7. Lesson #8 Take care of people first, and practice inside-out communications.

8. Lesson #9 Perform media triage and establish priorities in advance

9. Lesson #10 Get fresh horses.

10. Lesson #11 Make your friends before you need them.

11. Lessons from Littleton What Columbine can teach us about crisis communication Nora Carr, APR Charlotte-Mecklenburg Schools

12. Telling Your Story A toolkit for marketing education Nora Carr, APR Chief Communications Officer Charlotte-Mecklenburg Schools [email_address] 704-491-3204

18. What do we know? What do we need to find out?

20. Know your audience Use tactics that make sense for them, not you

24. What do these brands say?

29. Package your story Show vs. tell

31. Less is more Emotion sells.

35. Stay on message, on brand “ Focus is the secret ingredient in virtually every successful marketing program.” Trout & Ries, Positioning

40. Leverage existing channels Integrate and deploy strategically; Develop your own “N.R.U.”

42. Bypass gatekeepers Go direct to your audiences

44. Expand your reach Coach, train, organize and deploy an army of communicators

53. Telling Your Story A toolkit for marketing education Nora Carr, APR [email_address] 704-491-3204