I want for everyone to take a moment of silence and reflection for Michigan's Henry Ford Community College, which had an on-campus shooting today.

But, I believe their experience, which as I type is still unfolding, has an immediate lesson to share.  Reason number 4,393,457,394,857 why your campus communicators need media training... the training makes clear to all communicators who can and can't speak on behalf of the institution and what they should or shouldn't say to frame the situation.

The last line of the CNN coverage at 3:30 PM today says: "A woman who answered the phone in the office of the school's president, Gail Mee, said that the shootings occurred in the Fine Arts Building and that the campus was in lockdown."  It would be more settling for the community to know who answered the phone, what next steps are occurring (said in a way that doesn't place others in harm's way, and how additional information would be disseminated.  Even in the midst of a crisis, remember that your initial response will set the tone for how you are judged both short- and long-term.

Please click here for a screen capture of the original CNN coverage and a screen capture of the message scrolling on the community college's site.  Remember to think through the messages that you place on the front page of your website--just saying you have an emergency doesn't provide enough information to those internally or externally to process the situation, let people know what to expect next, explain how to get additional information or if they should stay off of campus.  An emergency and lockdown are very different scenarios.  Remember your goals include providing information efficiently and effectively.

-Teresa Valerio Parrot