The dual imperative: Crisis response and reputation stewardship
Abstract
In an era of heightened scrutiny and rapid information dissemination, higher education institutions face increasing pressure to respond swiftly to crises while safeguarding their long-term reputational capital. This paper explores the strategic integration of crisis communications within reputation management frameworks, offering insights into how universities can navigate immediate challenges without compromising their enduring brand values. Drawing on the experience of the University of Glasgow, alongside communications theory, it proposes an approach for resilient and values-driven crisis response that supports long-term reputation enhancement. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Professor Rachel Sandison, OBE, is Deputy Vice-Chancellor (External Engagement) at the University of Glasgow. Rachel is responsible for leading the University of Glasgow’s strategy for external engagement covering an integrated portfolio of international policy and partnerships; marketing and communications; brand and reputation management; student recruitment and admissions; widening access and lifelong learning; development and alumni relations; and civic engagement. Rachel is the University’s Universitas 21 network Senior Leader, a board member of the University’s European network, The Guild, and the university lead for the CIVIS European University Alliance, thereby supporting the activity of a global group of research-intensive universities. Rachel is a Fellow of the Chartered Institute of Marketing, a Global Trustee and chair-elect of the Council for Advancement and Support of Education (CASE), the Scottish Commissioner for Fulbright US-UK and the Scottish Government’s Trade and Investment Envoy for International Education, whilst also contributing to several sector advisory boards both at home and overseas.
