Managing Crises in Higher Ed: Communication Tips for University Leaders

Higher education institutions are no strangers to crises. From campus safety incidents to public relations challenges, universities and colleges must be prepared to respond swiftly and effectively. Effective crisis communication can mitigate damage, preserve trust, and ensure the safety and well-being of the campus community.

Higher education institutions face a wide range of potential crises, including natural disasters like hurricanes and floods, public health emergencies such as infectious disease outbreaks, cybersecurity breaches that compromise sensitive information, campus safety incidents involving acts of violence or accidents, and reputational crises stemming from controversies or scandals. These situations require immediate and well-coordinated responses to protect the institution and its stakeholders.

Here are some best practices for managing and communicating during a crisis.

• Establish a Crisis Communication Plan: First and foremost, it’s crucial to have a comprehensive crisis communication plan in place. This plan should clearly outline the procedures, roles, and responsibilities for different types of crises, from natural disasters to reputational issues. Regular updates and practice drills involving key stakeholders are essential to ensure everyone is ready to act swiftly and effectively when a crisis hits.
•  Assemble a Crisis Communication Team: Assembling a dedicated crisis communication team is another crucial step. This team should include key personnel from administration, communications, public safety, and other relevant departments. Designating a spokesperson is also important; this person will be responsible for delivering consistent and accurate information to the public and media.
• Communicate Quickly and Transparently: When a crisis occurs, speed and transparency are of the essence. Issuing timely and factual updates helps to keep the campus community and other stakeholders informed. It’s important to be honest about what is known and unknown and to communicate the steps being taken to address the situation. Using multiple communication channels—such as emails, social media, websites, and emergency alert systems—ensures that the information reaches a broad audience.
•  Prioritize the Safety and Well-being of the Campus Community: The safety and well-being of students, faculty, and staff should always be the top priority. Providing clear instructions on safety measures, evacuation procedures, and available support services is crucial in any crisis. Ensuring that everyone knows what to do and where to go can save lives and reduce anxiety.
•  Monitor and Respond to Misinformation: Misinformation can spread quickly during a crisis, so it’s important to actively monitor social media and other communication channels. Addressing false information promptly and providing accurate updates helps to prevent panic and confusion.
•  Engage with Media Responsibly: Engaging with the media responsibly is another critical aspect of crisis communication. Maintaining open lines of communication and providing regular updates helps to ensure consistent and accurate reporting. It’s also important to correct any inaccuracies in media coverage swiftly and diplomatically.
•  Work with Outside PR Counsel: Partnering with experienced PR professionals, such as the team at Marino, can provide invaluable support during a crisis. External PR counsel can offer objective perspectives, specialized expertise, and additional resources to manage communication effectively. They can help craft key messages, engage with the media, and navigate complex situations to protect and enhance the institution's reputation.
•  Evaluate and Learn from Each Crisis: Finally, once the crisis has passed, conducting a thorough evaluation of the response and communication efforts is essential. This post-crisis analysis helps to identify strengths and areas for improvement, enhancing future crisis management strategies. Lessons learned should be incorporated into the crisis communication plan, and additional training should be provided as needed.

Effective crisis communication is vital for higher education institutions to navigate the complexities of unexpected challenges. By establishing a robust crisis communication plan, assembling a dedicated team, working with experienced PR counsel, and prioritizing transparency and the safety of the campus community, universities and colleges can weather crises with resilience and maintain the trust of their stakeholders.