7 Lessons in Crisis Communication from the UNLV Shooting Response
Posted by admincarolyn on May. 28, 2025 / Thought Leadership / Subscribe 0
Written by Francis McCabe, Director of Public Affairs for UNLV's Integrated Marketing & Branding division
“This is not a test. This is real.” – Vince Alberta, UNLV’s Chief Marketing Officer & Vice President of Brand Integration, Dec. 6, 2023.
It has been more than a year since the tragic events at UNLV on Dec. 6, 2023. During that time, the UNLV Crisis Communications team has reflected on what happened, the challenges we faced in the minutes, hours, days, weeks, and months following that event, and most importantly, how we can improve and what we can share with others so they can benefit from that experience.
UNLV’s Crisis Communications team had fully developed a crisis communications response plan in 2016 prior to the U.S. Presidential Debate held on our campus. But like many plans, ours had grown dusty. While periodic reviews had occurred since the debate, the UNLV central communications team took the plan off the shelf and began to meticulously update it in March 2022 following direction from Chief Marketing Officer & Vice President of Brand Integration Vince Alberta.
The team did a comprehensive review and reworked the plan thoroughly. It updated contact information. Removed people no longer employed by UNLV, and added new members. The team analyzed actual scenarios that had taken place at the university and discussed the functionality of the plan in those situations.
Most importantly, we began testing the plan – rigorously and routinely. Once a month, the team’s leadership would test a different aspect of the plan. These tests lasted for only 10 to 20 minutes each. But each test provided valuable information about what worked and what needed improvement.
Furthermore, we conducted extensive in-person table-top exercises annually in collaboration with UNLV leadership, university police, and emergency management staff. These real-life scenarios provide vital system checks that articulate roles and guide decisions in the event of a real crisis.
Finally, we studied and learned from what happened across the country. Unfortunately, mass shootings are a regular occurrence in the United States. In February 2023, a mass shooting occurred at Michigan State University. Our team studied their response and learned from their best efforts and the challenges they faced following the incident. We discovered holes in our own plan as a result of that event and worked swiftly to fix them. Following the shooting at UNLV, our colleagues from MSU reached out to us and offered to share their experiences, which we were grateful to accept. Florida State University has recently had a mass shooting and UNLV quickly offered our assistance to them.
A few principles and best practices emerged that we would recommend for anyone formulating or reviewing a crisis communications plan:
1) Be ready: Create a plan if you don’t have one, or update the plan you have. Make the plan thorough, but simple enough to be functional.
2) Stay nimble: Have a clear understanding of the continuity of leadership. It is impossible to predict every contingency, including that team members may be victims, sheltered without access to technology, or overwhelmed.
3) Test the plan: Focus on assigned roles; rely on existing infrastructure, communication channels, and emergency protocols as outlined. Practice regularly to find holes.
4) Build relationships: Maintain relationships with colleagues inside and outside of your immediate circles. Accept help when it is offered and is needed.
5) Over communicate during a crisis: Repeat emergency and safety messages often and on a variety of channels as people may not have access to one.
6) Fight misinformation: Direct media and mass audiences to official channels. Social media can be especially challenging as misinformation spreads quickly and some accept as fact.
7) Thoroughly review: Do a critical assessment of the team’s performance after the crisis, including individual debriefs – written or verbal – of what went well and what was a challenge. Update crisis plan as necessary.
Dec. 6, 2023, was the worst day in the history of UNLV. Three of our colleagues were killed. One was critically injured. Hundreds were emotionally scarred.
However, we can take pride that in our darkest hour, the UNLV crisis communications team responded swiftly, consistently, and professionally. More than 300 pieces of content were posted to social media reaching 12 million accounts. The UNLV Strong website received more than 109,000 views from 61,500 users.
Relationships made with our university colleagues, as well as our colleagues throughout the valley, helped us communicate effectively. Our planning helped us discover areas of effectiveness and areas needing work. Support from Clark County Emergency Management team members, campus and Metro police, local media, campus communicators, colleagues from throughout the Nevada System of Higher Education and around the country, and UNLV leadership were beyond helpful. The Clark County Resiliency & Justice Center also was a tremendous resource in the aftermath as we transitioned to the recovery process.
Today, we continue to work on our plan, update it routinely, and test it monthly. It hasn’t gathered dust since.
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