Bridging the Gap Episode 4: Strategic Communications for Higher Education: Sensitive and Controversial Issues

Bridging the Gap Episode 4: Strategic Communications for Higher Education: Sensitive and Controversial Issues

SummitET® Strategic Communications experts discuss crisis communications fundamentals that higher education institutions can incorporate when addressing controversial and sensitive issues with their stakeholders.

There has been quite a bit of groundswell on university campuses and social media about sensitive and controversial topics. The pace at which issues emerge and make headlines is increasing rapidly, and they seem to have a significant lifespan.

In today’s episode of Bridging the Gap, SummitET Senior Vice President Adam Montella speaks with our team of Strategic Communications experts about crisis communications fundamentals that higher education institutions can incorporate when addressing these challenging issues with their stakeholders.

What are some sensitive and/or controversial communication issues facing university campuses right now? 
  • Antitrust scrutiny with college athletics 
  • Proliferation of artificial intelligence 
  • Plagiarism and research integrity 
  • Diversity, equity and inclusion (DEI) and race relations 
  • Free speech, safe space, and first amendment 
  • Domestic and international political environments 
  • Natural, manmade, and technical disasters 
  • Campus protests 
  • Active shooter incidents 
  • Sexual harassment and exploitation
  • Reputation management

Note: SummitET exercises and trainings do not cover each of these topics individually; rather, they utilize proven crisis communication strategies to address a broad spectrum of controversial and sensitive issues.

Footprint of Influence 

The challenges these issues cause go beyond the boundaries of the campus. They have local, regional, and national effects. They can impact university funding, athletics recruitment, and campus operations. We’ve also witnessed how the response to the issues holds the potential to damage the personal and professional reputation of individuals as well as the brand of higher education institutions.

The data backs this up. A June 2023 Gallup poll indicated that Americans’ confidence in higher education institutions has declined to its lowest point.  

    Gallup Poll 2023

    A 2022 George Washington University Government Communications and Public Affairs study was conducted to assess public trust in messaging as well as to identify areas for improving communications between government and private sector practitioners. It found that the lack of public trust in government is largely due to a few external factors, including a rise in disinformation, views that the government is politically-motivated, and the hyperpolarization in politics. The study also found that these external factors are often caused by internal communication challenges within the organizations such as an outdated onesizefitsall approach and excessive bureaucracy which lead to inefficiency, disorganization, and slow sharing of information.

    Credibility and Trust 

    Reputations are won or lost in a crisis. Universities are well-versed in handling the everyday crisis; however, new and emerging communication issues present unprecedented challenges which may require additional training and exercises in order for university leaders to be prepared to respond effectively. 

    In order for a stakeholder audience to accept a university’s messaging, the spokesperson must be perceived as being a trustworthy and credible source of information. They should also be able to shoulder the university or organization during a crisis. Credibility can be shared by association; the trustworthiness of a spokesperson can be used to amplify the trustworthiness of the university.

    Key Characteristics of a Trustworthy Spokesperson 

    If these characteristics can be demonstrated during a crisis, it is more likely that the audience will be able to internalize the message and see how it affects them and their belief systems. 

    Key Characteristics of a Trustworthy Spokesperson
    Effective Crisis Communications Response 

    Effective crisis response is comprised of two simple things: what we do and what we say.  

    Every stakeholder in a crisis expects you to care; a foundational strategy in crisis communications is thus a timely demonstration to the stakeholder that you care and will continue to care as long as that expectation exists. 

    Statements and actions that are stakeholder-centric should be at the core of your communication response strategy. Develop communications strategies and messaging for each stakeholder audience (e.g. students, parents, teachers) to really instill confidence in the university’s ability to manage sensitive and controversial issues. 

    You have three seconds to make your first impression as you get your message across virtually, in-person, or in writing. It is important that in these three seconds you are perceived in a positive manner. 

    Five Components of the Crisis Communication Continuum 

    Furthermore, there are five components of the Crisis Communication Continuum that should be considered as you develop your communication strategy for the higher education community.

    5 Basic Criteria for the Crisis Communication Continuum
    The Golden Hour  

    Incremental delays in showing that we care can have a greater than incremental impact on trust. We can operationalize the Golden Hour – the first hour following a crisis – in ways that are both explanatory of the past and predictive of the future. The cycle of human interaction through digital technology largely dictates the Golden Hour; we therefore must forecast and be proactive in developing messages to successfully establish credibility and build trust.

    The Golden Hour
    The Rule of 45 minutes-6 hours-3 days-2 weeks 

    If you can demonstrate that you care within the first 45 minutes, you can mitigate fear and build trust. If you can consistently show that you care thereafter, you can maintain that trust. 

    If you can’t show that you care within six hours, the narrative will largely be overtaken by other sources, such as influences with louder voices or more clout. 

    If you can’t show that you care within three days, then you will likely face at least two weeks of negative media and a complete loss of trust. 

    The Rule of 45min, 6hr, 3days
    Build a Communications Plan 

    Start from and commit to your institution’s core values and develop all strategies from there. 

    Build your crisis communications team to include leadership, communicators, and other appropriate staff. 

    Develop prescripted messages that are tailored to possible crises. You can adjust those messages later with your communications team if you have a strong core. 

    Don’t be silent. Silence says something, and allows time and space for critics, adversaries, or the media to set another narrative.

    Meet the Experts Featured in This Podcast

    Mark Basnight VP | Strategic Communications

    Mark Basnight

    Former Comms Analyst for DOE/NNSA Enterprise & Public Information Officer (MPIO)

    Holly Hardin Director of Strategic Communications

    Holly Hardin

    Former Comms Analyst for DOE/ NNSA Enterprise & Emergency Management Lead at ORISE

    Ron Edmond, Crisis Communications Subject Matter Expert

    Ron Edmond, Ed.D.

    Former Acting Director of ORISE Emergency Management Lab & Crisis Communication SME

    Adam Montella, Senior Vice President at SummitET

    Adam Montella

    Former GM of Emergency Management for the NY & NJ Port Authority & Disaster Management SME

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    Summit Exercises and Training LLC (SummitET®) experts are attending the 12th Annual Joint Civil and DoD CBRN Symposium in Washington D.C. March 13 – 14, 2024.

    This year’s symposium will convene senior level experts from across the military, federal government, state and local responders, and academia to explore effective CBRN incident detection, protection, and recovery strategies amid a dynamic threat environment. It will also feature a panel that will highlight the utilization of emerging technologies and capabilities to bolster recovery and response in a CBRN-affected, densely populated urban environment.

    SummitET subject matter experts can assist in areas of mission support, planning and policy, and crisis communications for CBRN threats and hazards. We specialize in the design, facilitation, and support of federal and state CBRNE and WMD training and exercises that test, validate, and improve incident prevention, preparedness, and response capabilities and address known emerging threats.

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    The real-life experience of our team members makes all the difference in the support we offer. Their expert backgrounds include biological threat response, bomb technician, CWMD coordinators and operations, CBRNE hazmat, detection, and sampling, FBI counterterrorism, emergency management, crisis communications, and much more.

    Conference attendees can connect with SummitET experts to discuss our CBRNE preparedness solutions for current and emerging threats, including exercises, training, plan development, and war-gaming.

    Learn more about our preparedness capabilities

    Meet Our Experts at Our Booth

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    Mike Ammons

    Director of Business Development

    SummitET partner Chuck Stevens-marrone

    Chuck Stevens-Marrone

    Chief Projects Officer

    Request a Meeting

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    Summit Exercises and Training LLC (SummitET®) is pleased to announce a free upcoming virtual workshop titled “Strategic Communications for Institutions of Higher Education: Navigating Sensitive and Controversial Issues.” This webinar is specifically designed for University Administrators, University Media Relations and Communications professionals, and Campus and Public Safety personnel who play a crucial role in maintaining a safe and inclusive environment on campuses.

    In today’s dynamic and interconnected world, the 24-hour news cycle along with the immediacy of social media require higher education professionals to address a wide range of controversial and emotionally charged issues with a diverse stakeholder population.

    These issues include:

    Crisis Communications for Universities Webinar
    •  Free speech, safe space, first amendment
    • Campus protests
    • Reputation Management
    • Domestic & International Political Environments
    •  Active shooter incidents
    • Natural, manmade, and technical disasters
    • Sexual harassment and exploitation

    The introductory webinar will equip participants with a foundation in crisis and risk communication as well as reputation management to effectively communicate with stakeholders including students, parents, faculty and staff, local communities, business and industry partners, donors, accrediting agencies, and lawmakers.

    SummitET’s strategic communication introductory webinar includes a series of pre-crisis, crisis event, and post-crisis planning course offerings for higher education officials. Participants will be offered free digital downloads to help with their own planning including a “spokesperson self-assessment”.

    Event Details

    Webinar: Strategic Communications for Institutions of Higher Education: Navigating Sensitive and Controversial Issues

    Cost: FREE

    Who Should Attend:

    • University Administrators
    • University Public Relations
    • University Public Safety
    • University professionals responsible for communicating with stakeholders.

    Wednesday, March 13
    11:00am – 12:00pm EST

    OR

    Thursday, March 14
    3:00pm – 4:00pm EST

    Meet Our Facilitators

    Our Strategic Communications subject matter experts are current or former real-world practitioners, skilled in strategic communication that is grounded in science-based communication principles, best practices, and practical experience. They are uniquely qualified to revise or offer new approaches to prepare communication strategies for pre-crises, crises, and post-crises.

    Mark Basnight VP | Strategic Communications

    Mark Basnight

    Vice President | Strategic Communications

    Holly Hardin Director of Strategic Communications

    Holly Hardin

    Director of Strategic Communications

    Ron Edmond, Crisis Communications Subject Matter Expert

    Ron Edmond

    Crisis Communications Subject Matter Expert

    Learn more about our Strategic Communications Institute for Preparedness® (SCIP)

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    Stay tuned for Part 2 of this podcast episode: once you’ve collected data from your training or exercise evaluation, how do you interpret and utilize it to strengthen future plans?

    Contributors:

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    Pete Gaynor

    Former DHS Acting Secretary; Former FEMA Administrator

    John Duda, Chief Executive Officer and founding partner at SummitET

    John Duda

    Co-creator of the XF ScoreTM; Chairman and CEO of SummitET®

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    Strategic Communications for Universities; Sensitive and Controversial Issues

    Join our free webinar for higher education professionals where our experts discuss training options that will help your team address emotionally charged issues at universities with a diverse stakeholder population.

    FREE Introductory Webinar

    Attendees should have a microphone, and reliable
    internet connection to get the most out of the experience.

    Wednesday, March 13, 2024

    11:00 am – 12:00 pm EST

    OR

    Thursday, March 14, 2024

    3:00 pm – 4:00 pm EST

    Seats are Limited

    Registration Required

    1 Hour Webinar

    Issues

    The 24-hour news cycle along with the immediacy of social media require higher education professionals to address a wide range of controversial and emotionally charged and controversial issues with a diverse stakeholder population.

    Our experts can address how to respond to or strategically communicate surrounding issues such as:

    Free Speech, Safe Space, First Amendment

    Domestic & International Political Environments

    Natural, Manmade, & Technical Disasters

    Campus Protests

    Active Shooter Incidents

    Sexual Harassment & Exploitation

    Reputation Management

    Who Should Attend

    • University Administrators
    • University Public Relations
    • University Public Safety
    • University professionals responsible for communicating with stakeholders.

    What You Will Learn

    • Communication Challenges & Opportunities
    • Prepare to Respond to Complex Incidents
    • Communication Uncertainty Management

    Discussion

    We will also discuss our in-person trianing options where your team can learn specific skills through interactive and engaging courses. Our paid courses offer the following learning objectives: 

    • Communication Uncertainty Management
    • Crisis Communication Teamwork Skills
    • Communication Aligned with University Mission & Vision
    • Inclusive Communication Skills & Behaviors
    • Cultural Awareness & Global Perspectives
    • Crisis Communication Leadership Skills
    • Inflammatory Language & Promote Dialogue Avoidance
    • Protect Individual and Professional Reputation (PPR)
    • Prepare to Respond to Complex Incidents
    • Address Civic Engagement & Promote Civil Discourse

    Get Started

    You will also recieve a free
    Organizational Assessment Tool for Crisis Communications. 

    Meet our Facilitators

    SummitET facilitators have extensive backgrounds in Strategic Communications in the following areas:

     

    • Higher Education Instruction
    • Crisis Communications
    • Comms Analyst for the DOE/NNSA Enterprise
    • Emergency Management Team Lead for Oak Ridge Associated Universities
        Mark Basnight VP of Communications

        Mark Basnight

        Vice President | Strategic Communications

        Holly Hardin Strategic Communications

        Holly Hardin

        Director of Strategic Communications

        Ron Edmond, Crisis Communications Subject Matter Expert

        Ron Edmond, Ed.D.

        Crisis Communications Subject Matter Expert

        Register for this Introductory Webinar

        Enter your information on this form to participate in our free, one-hour workshop.

        Questions?

        Contact our team at Partners@SummitET.com