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Coronavirus communications and the college president's power to calm campus

Author

Listed:
  • Sumner, Wes

    (Florida Institute of Technology, USA)

Abstract

This case study outlines the challenges of COVID-19 pandemic communications for colleges and universities and highlights the ways in which an institution's president can allay concerns and create calm. Key communications strategy components include building trust through transparency; displaying honesty in uncertainty; fighting fear; demonstrating expertise and communicating concern. Primary tools include first-person videos from the president; a dedicated website; social media sharing and consistently scheduled e-mail updates. Florida Tech's communications approach contributed to enrolment increases during the pandemic and fostered greater acceptance and, ultimately, widespread support for, and adherence to, the university's COVID-19 safety protocols.

Suggested Citation

  • Sumner, Wes, 2022. "Coronavirus communications and the college president's power to calm campus," Journal of Education Advancement & Marketing, Henry Stewart Publications, vol. 7(2), pages 136-144, August.
  • Handle: RePEc:aza:jeam00:y:2022:v:7:i:2:p:136-144
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    More about this item

    Keywords

    presidential communications; COVID-19 communications; campus health; crisis communications;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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