Remembering How 9/11 Changed Communications and the World

Twenty-one years ago, today, we remember how 9/11 changed the world – and the way we manage communications. Where were you on September 11?

In my role as a PR and communications consultant, I was on my way to a meeting to map our school district's annual report. With four elementary schools and one junior high, 3500 students were in class that day. In a few short minutes, my role quickly shifted from annual report PR planner to crisis communications responder, a role I'd never imagined being called to fill.

Here's my story . . .

Reflecting on How 9/11 Immediately Impacted Community PR and Communications

On September 9, 2001, we celebrated a child’s seventh birthday party. Walking down Michigan Avenue in Chicago beside eight ecstatic and effusively ebullient children, I remember thinking how carefree, jubilant, and fun life can be. Two days later the world would change, dramatically and forever.

On September 11, 2001, I got up and went through the usual motions of a working mother with three children – ages 12, 9, and 7 – to get off to school. My husband was away on business in Rotterdam and I was excited to be dressed in a snappy navy pantsuit for a meeting with our local school district about photographing the annual report. I marveled at how beautifully the day was starting out.

On our way out the door to walk my boys to school, the phone rang. A friend was calling with the first news about the attacks. I didn’t say anything to the boys, but I told her I’d call her back after I dropped them off.

Walking down our quiet, sunny street the news was surreal. How could a day seem so idyllic when the world was falling apart? I could only think about when and where the next attack would be. Arriving at the school district headquarters, the staff was stunned and silent, gathered around a radio, listening for updates and quietly considering crisis communication responses.

Every year on this day, I think back to those first few turbulent hours after the tragic event and remember how fragile the world seemed and how strong and calm we needed to be as education communicators.

We needed to find ways to communicate quickly, accurately, and effectively.

At that time, most community organizations – including schools – had no email database, only phone numbers and addresses. While the press could and would cover news, it would be on their deadline and in their voice. Producing a letter took time to write, print or copy, and mail. Backpack communications was the most reliable and quick route to homes.

After 9/11, community organizations became more receptive and willing to gather email addresses, connect leaders online and form councils to relay information in case there was another crisis – or good news – that needed to be delivered quickly.

As an early email adapter, I became an advocate and a teacher on how to transfer communications to a digital platform to reach the media, leadership, and the community at large.

The school district approved my proposal to develop an e-newsletter, only for teachers and the press at first. Eventually, subscriptions were open to the public. Thanks to Mary Kay O’Grady for asking me to manage these projects for her team.

I did get to photograph the cover of the school district’s 2001 annual report. The concept started out as an image of teachers gathered around a flagpole in silence. I had another idea, which was approved in its place. I asked if I could photograph my son’s first-grade class releasing butterflies. After the butterflies flew off, I took pictures of the fifth graders replanting a barren prairie patch. Images from each made the annual report with a community theme of new life and recovery.

More over on wiredPRworks.com . . .

How does September 11 continue to change your world – and your work?

About the Author: Barbara is an inspiring?keynote speaker,?social media LinkedIn sales trainer, and a business development coach. For more ideas and resources, visit Barbara’s top 50 marketing and PR blog,?wiredPRworks. Although Barbara loves LinkedIn, she doesn’t work for the company.

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