The media training service, run by a former journalist and Government press secretary, Pete Burdon, provides schools with ready-to-go statements, interview training and a crisis communication plan. Prices range from $333 to $569 a person.
Auckland Primary Principals' Association president Frances Nelson said school heads were competing against the clock when communicating information in a crisis and training was vital.
"You cannot leave it to chance. You have to be pro-active to make sure the right message gets out in a timely way through whatever those media connections are and you have to be prepared to do it effectively," she said.
Burdon, director of Media Training NZ, said it was important for schools to communicate with parents and media within minutes of a major event.
That included having ready-to-go statements because, once a crisis occurred, principals needed to talk to parents and media quickly.
If a school bus crashed with casualties, schools should be ready to communicate to the media within 15 minutes, he said.
"School leaders need to be on social media letting parents and the community know exactly what's going on the minute it happens because everyone else will be talking about it."
Burdon's seminars included details of a crisis communication plan, how to handle different situations and a raft of media statements.
One generic press statement begins: "We have just learnt of the situation and not all the relevant details are known at this stage. I can confirm that (explain what you can say, but don't speculate). Our hearts go out to (whoever affected). (If applicable) We are doing all we can to support everyone who has been affected by this. For example (say something you are doing) ... "
Beckenham School principal Sandy Hastings said the training was invaluable after a youngster set fire to the school's library.
"I went back to my notes and focused on the key messages and what we were going to say."
