Strategic Communications

Crisis Playbook: Union Negotiations
National Award-Winning Strategy During Teachers' Union Job Action

During a province-wide teacher job action that affected more than 1,000 educators and 6,500 students in our division, I led the crisis communications strategy for Horizon School Division. With only 48 hours' notice before strike days, and temperatures plunging to -40°C, I developed messaging that balanced operational clarity with empathy for families, division operations, and respect for teachers' rights.

To streamline and simplify updates, I created a central Job Action Hub on the division's website, featuring plain–language explanations, visual guides, and regularly updated information on strike logistics. Updates were shared on social media, driving all stakeholders to this comprehensive and easy to understand web page. This approach supported timely decision–making for families, many of whom had childcare, transportation, or language barriers to navigate. The work was recognized with a national BRAVO Award in Crisis Communications by the Canadian Association of Communicators in Education in 2024.

Below is one of the plain-language graphics used during the STF job action, included in the central Job Action Hub.

Graphic titled 'STF Job Action, March 1, 2024' showing that extracurricular activities will continue as usual, students should return home at noon if possible, and that classes and transportation will follow the regular schedule. Includes Horizon School Division logo.

I was honoured to receive a national BRAVO Award for crisis communications at the 2024 CACE conference.

Jesse Green stands on stage between two presenters, holding a certificate at the 2024 BRAVO Awards ceremony. A step-and-repeat banner with the BRAVO Awards and SchoolBundle logos is visible behind them..