Lauren McDermott

In today’s fast-paced, interconnected world, colleges and universities are more vulnerable than ever to crises that can challenge their reputation, stability and trust within their communities. From social media scandals to student safety issues and public health crises, institutions must be prepared to respond with a clear, decisive and thoughtful communication strategy.

As higher education communications leaders, being proactive in managing a crisis can mitigate damage, preserve institutional reputation and protect the brand and community. One of the first steps in effective crisis communications is assessing the situation. Before diving into action, communicators must ask themselves key questions to better understand the crisis they’re facing and the appropriate course of action. Below are five questions every higher education communicator and leader should consider when determining the best communication strategy in a crisis:

1. What is the scope of the crisis?
   Understanding the size and reach of the crisis is essential to crafting a targeted response. Is the issue local or national? Does it involve a specific department, or does it impact the entire campus? Knowing who is affected helps you define the scope and scale of your communications strategy.
2. Who are the stakeholders involved?
   Colleges and universities have a diverse set of stakeholders—students, faculty, staff, alumni, parents, community members and media outlets. Each of these groups will need to receive clear, tailored messages. Determining which stakeholders are most impacted will allow you to prioritize your communication and address their specific concerns.
3. What are the facts—and what information do we still need?
   Accurate, verified information is the foundation of any crisis response. Communicators and the leaders they serve must ensure they have a clear understanding of the facts before making any public statements. If details are missing, it’s crucial to communicate that the situation is still evolving and provide updates as new information becomes available.
4. How will this impact our institution’s reputation and mission?
   Every crisis has the potential to harm an institution’s brand and mission. Leaders should evaluate how the current crisis aligns with the college or university’s core values and long-term goals. Are there potential reputational risks that need to be addressed immediately? Is there an opportunity to reinforce the institution’s commitment to transparency, safety or equity?
5. What’s our next step?
   Once the scope, stakeholders, facts and impact are assessed, the next critical question is: What now? Leaders must work quickly to pull together their communications team, craft key messages and determine the timing and platforms for delivery. Transparency, empathy and timeliness are essential in these responses to rebuild trust and demonstrate leadership.

Conclusion
Crisis communications is not about simply responding—it’s about leading with intention and strategy. By asking these five key questions, higher education leaders can steer their institutions through difficult times with a steady hand, ensuring that the values of their communities are upheld and that their responses reflect a commitment to integrity and transparency.