Circumstances and reactions may differ with each school crisis. There is one constant: the presence of traditional broadcast and print media. And, while we may think otherwise, the media is not our enemy. It’s important to work with, rather than against, the media....

School leaders are thrust into action when incidents of school violence garner intense public scrutiny and media coverage. They must be prepared to offer stakeholders assurances that children and staff are safe and measures are in place to respond to similar events, or run the risk of alienating traditional supporters....