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

Wes Sumner
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Wes Sumner: Florida Institute of Technology, USA

Journal of Education Advancement & Marketing, 2022, vol. 7, issue 2, 136-144

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.

Keywords: presidential communications; COVID-19 communications; campus health; crisis communications (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2022
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