Expert communications strategies for schools facing the RAAC crisis
June 6, 2024 | 
Gemma
Mosaic, a Colchester-based full-service marketing and communications agency, is highly adept at crisis and issues management within the sensitive context of school environments, making it the ideal partner for schools currently navigating the crisis regarding the use of Reinforced Autoclaved Aerated Concrete (RAAC) in their buildings.
In recent months, the issue of RAAC in school and college buildings has emerged as a significant concern for educational institutions and their communities across the UK.
With more than 100 schools potentially requiring complete rebuilding at a time when education budgets are already stretched to capacity, the imperative for schools to deliver clear and strategic communication to all stakeholders, both internal and external, has never been more acute.
Our extensive experience in integrated marketing, public relations, and social media positions us perfectly to support educational institutions through these challenging times.
Understanding the RAAC crisis
RAAC, a lightweight form of concrete used mostly in flat roof buildings but also in floors and walls, was used extensively between the 1950s and mid-1990s in the construction of public buildings, as a cheaper alternative to standard concrete because it was quicker to produce and easier to install. However, it is also less durable than standard concrete and due in part to its porosity, it is reported to only have a lifespan of around 30 years.
This was brought into sharp focus in 2018 when a roof made from RAAC planks collapsed at a primary school in Kent. Thankfully, the collapse occurred over a weekend so there were no injuries, but it was the beginning of the ongoing crisis.
In response to the collapse, the Department for Education (DfE) in collaboration with the Local Government Association, published a warning note which asked all responsible bodies (local councils and academy trusts who are responsible for school building maintenance) to identify whether any of their properties were constructed using RAAC and to ensure that, if they were, they received regular inspections by a structural engineer.
In February 2021, the DfE then issued a guide on how to identify RAAC, amid concern that not all responsible bodies were acting quickly enough.
In 2022, the DfE took a more direct approach by issuing a questionnaire to responsible bodies for all 22,000 schools to ask them to identify whether they had, or suspected they had, RAAC.
Then on 31 August 2023 due to reduced confidence that buildings constructed with RAAC could remain open without additional safety measures in place, the DfE issued updated guidance for schools with confirmed RAAC in their buildings, which advised schools to find temporary accommodation for the “first few weeks” of the term, until affected buildings could be made safe.
Mosaic’s strategic support for schools
The RAAC crisis highlights a significant funding issue that won’t be resolved quickly. Despite the Government allocating £1.8 billion for emergency repairs, a report by the National Audit Office (NAO) indicates the need for approximately £7 billion annually to repair, maintain, and rebuild affected schools. This financial burden is exacerbated by years of continuous underfunding from successive governments.
Schools facing this crisis must develop long-term strategies, encompassing not just day-to-day teaching and administration, but also thorough internal and external communication management.
Mosaic’s expertise becomes crucial here, offering strategic guidance and support in these complex scenarios. Furthermore, our experience in integrated marketing and public relations is particularly beneficial for schools during these times.
We can assist in effectively communicating the challenges and issues you face to various stakeholders and can develop clear and impactful messaging to keep staff, students, and parents informed, engaged, and reassured.
Additionally, our proficiency in public relations and social media management is vital for external communication. Mosaic aids schools in navigating discussions with the media, and the public, ensuring that the schools’ perspectives and needs are accurately represented and understood.
By partnering with Mosaic, schools can confidently manage the RAAC crisis, ensuring clear communication strategies are in place to address both immediate and long-term challenges.
Navigate the crisis with clarity and confidence
The RAAC crisis undoubtedly presents a unique challenge for schools, emphasising the need for well-considered and responsive communication management.
As a full-service marketing and communications agency with a raft of expertise in the education sector, Mosaic is committed to supporting schools to ensure they navigate this situation with clarity and confidence.
Contact us today for expert RAAC crisis management in schools.