Flashpoints Communications Playbook

EAB’s Flashpoints Communications Playbook provides ten practices along with tools, templates, and guides to help colleges and universities strengthen external and internal communications before, during, and after a campus flashpoint.

Learn more about the sections in this playbook below, or download the full PDF.

Download the Playbook

Section 1: Strengthen public-facing flashpoint communications

Depending on the complexity of the situation, it can take days or even weeks to develop a response that fully captures the university’s viewpoint and reaction to a flashpoint. However, when a flashpoint occurs, information spreads fast, especially via social media. Often much of that information is not coming from the institution, is missing key details, and/or may even be incorrect. Preparing responses and resources before a flashpoint occurs will help college and university leaders address controversial events quickly and thoroughly.

In this section, explore five key components of effective holding statements, how to use message maps to ensure that these statements are centered around the top three key messages leaders want to convey, a checklist to avoid errors when responding to flashpoint, and guidance on creating a flashpoint FAQ. We also highlight an example of a response framework to help simplify the decision to respond (or not respond) to controversial issues.

Explore Section One

Section 2: Enhance internal coordination and communication around flashpoints

EAB recommends institutions develop mechanisms that make it easy for stakeholders to discuss and elevate risks before they escalate to full-blown flashpoints. Early and consistent risk elevation allows for ongoing assessment of potential risks and coordinated early action to address emerging flashpoints.

In this section, EAB outlines how to conduct proactive risk briefings for cabinets, build a dedicated flashpoint response team, and evaluate your crisis communications plan. We also share tools to create a flashpoint FAQ template for internal stakeholders and coordinating information sharing across campus to prepare for controversial speakers and events.

Explore Section Two