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Coronavirus communications and the college president's power to calm campus
Journal of Education Advancement & Marketing,
7
(2),
136-144
(2022)
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
The full article is available to subscribers to the journal.
Author's Biography
Wes Sumner DBA is Vice President for Executive Communications at Florida Institute of Technology. He has served nearly 25 years in higher education, leading award-winning communications and marketing efforts across the University System of Georgia before joining Florida Tech in 2009. Also serving as adjunct business faculty and an invited presenter at regional and national conferences, he focuses on practical strategies for higher education marketing and communications teams, specialising in crisis communication strategy. He hosts the ‘Today in STEM’ radio programme and podcast, spotlighting the ways higher education researchers and innovators are solving societal challenges. Wes previously worked as a print and broadcast journalist. He earned a bachelor’s degree double-majoring in journalism and political science from the University of Central Florida, a Master’s degree in educational leadership from Valdosta State University, and a Doctorate in business administration from Florida Institute of Technology’s Bisk College of Business.
