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Weathering an academic strike: Using two-way communication and an emphasis on principles and values to maintain trust and reputation
Journal of Education Advancement & Marketing,
4
(4),
353-363
(2020)
Abstract
This case study outlines the blueprint developed by one postsecondary institution in Canada to communicate with stakeholders during the longest academic strike in its 50-year history. It examines the values, principles and frameworks that were used to ground its response and presents the strategies, tactics and messages deployed at all stages of the labour disruption. The paper provides evidence to demonstrate how a commitment to two-way communication enabled the institution to attain business outcomes and maintain its historically strong relationship with its students and employees.
Keywords: issues management; crisis communications; labour relations; reputation management; professional communication
The full article is available to subscribers to the journal.
Author's Biography
Christine Szustaczek MCM, APR is the Chief Communications Offcer at Sheridan College. Christine has previously held the roles of AVP, Communications, Public Affairs and Marketing, and Director, Corporate Communications and External Relations, at Sheridan. Prior to joining Sheridan in 2013, she ran her own communications consultancy for ten years, helping numerous colleges, universities, hospitals and social service agencies in Canada to communicate their impact. Christine began her career as a fundraiser, having worked at the University of Toronto for six years and the Multiple Sclerosis Society of Canada for one. She also spent two years working as an English Language Teacher with the Japan Exchange and Teaching (JET) Program. Christine holds an undergraduate degree in International Relations from the University of Toronto and a Master of Communications Management degree from McMaster University. Christine currently serves as a board member of the Canadian Public Relations Society, Hamilton Chapter and the Alice and Murray Maitland Charitable Foundation. Her work has been recognised with 29 regional, national and international awards. She is an avid learner and is passionate about using public relations to convey the power of education to transform people’s lives.
