Student activism tied to national issues, a school policy or a disciplinary decision isn’t new for independent schools.
What’s new and constantly evolving is how quickly it can escalate.
Digital Natives Spread Information Fast, But Not Always Accurately
Students live their lives online, and information travels instantly.
A situation that once upon a time unfolded over days can now escalate in hours — many times before a school’s leadership team has had time to align internally.
In 2025, Pew Research Center found that 97% of U.S. teens are online daily, and 40% say they are online almost constantly. That level of connectivity shrinks the timeline for organizing and amplifying protests and encampments.
And, as it goes, these situations rarely unfold neatly during school hours. Organizing often begins online, at night or over the weekend. Momentum builds digitally long before it’s visible on campus.
It’s not just that the information is traveling fast. It’s also noisy, and unfortunately, sometimes misleading.
For school leaders, a major challenge is the quality of the information circulating. According to research from Common Sense Media, more than a third of teens say they’ve been deceived by fake or misleading content online, and about one in five teens say they’ve shared something that they later learned was false.
For schools, this means video clips, screenshots without context, anonymous accounts and speculation can quickly shape the narrative before school leaders have gathered the full picture.
That’s exactly how a seemingly contained on-campus protest or encampment can suddenly seem like a full blown, out-of-control public relations crisis. Videos circulate. Parents call looking for answers. Alumni weigh in. Donors raise questions. Outside voices join the conversation. Reporters start reaching out for comment.
Being Proactive Can Win The Day
At AKCG, we emphasize the importance of having a clear crisis communication strategy ready before something happens. When every minute counts, a well thought out plan for high-pressure moments helps build trust and maintain a positive reputation across a school community.
Independent schools are deeply connected communities. Families are invested, students care, faculty are engaged, and alumni and trustees pay attention. So, expectations for communication are high. School leaders are expected to show up immediately with clarity and confidence, even when the facts are still emerging.
We often hear a common misconception during campus controversies. The fallacy is that a school is limited to two options: issue a community-wide letter immediately or say nothing at all.
In reality, we know effective engagement is much more nuanced.
Yes, a head of school message can absolutely matter. But so can alignment on talking points for division heads and deans – the people more likely to interact one-on-one with faculty, parents and students. In some instances, one-on-one outreach to concerned families can be impactful. Other times, the best tactic may be small group conversations with students, calls to key parent or alumni leaders, listening sessions that allow leadership to hear concerns directly from affinity groups, or more.
There is no one-size-fits-all approach in crisis communication response.
We know that communication during moments of tension doesn’t have to be loud to be effective. But it does have to be intentional and targeted at the right audience. And one of the most challenging realities is that these situations are rarely impacting everyone the same way.
Consider all of the desired outcomes that will arise:
- Families want reassurance about safety and clarity about what’s happening.
- Students want to be heard and supported and treated with respect.
- Faculty want practical direction on their roles.
- Alumni and donors may view these events through a governance lens or be concerned about values and reputation.
- And if footage spreads, media will want a statement from the school within the hour.
In tense moments, the goal isn’t just to respond quickly. It’s to respond in a confident and consistent way that reflects the school’s mission, policies and values — and that the right message is going to the right people through the best channels.
That takes judgment. And judgment is difficult when things are unfolding in real time, phones are ringing, emails are coming in and everyone wants answers immediately.
In those moments, even experienced school leaders can feel the pressure. Having experienced crisis management partners joining your team at the table will allow school leaders to pause, assess risks and craft the right responses, not just react to the noise.
When protests escalate quickly, leadership presence and communication clarity matter just as much as the operational response. The schools that will navigate these moments best aren’t the ones that avoid the controversy, they are the ones prepared to lead through it.
At AKCG, preserving and restoring your school’s reputation means working alongside independent school leaders before, during and after these critical moments to ensure all communication reflects your institution’s unique mission This way, your audiences will learn information in a factual manner and long-term trust will be stronger, as a result.
