Communication during the Covid crisis: learning from our mistakes

For most of the summer, students fretted over whether or not they would return to campus for class—and work—in the fall, if they needed to make travel arrangements or sign leases, or whether they would return to school at all. In the end, coronavirus cases rose and lives were put at risk. Of course, some grace and understanding is warranted, given the pandemic. Institutions were faced with an impossible task to complete while they upheld the immense responsibility of educating students who had invested thousands into their degrees. But a lack of communication can leave students in the dark about how they should anticipate their institution to operate. Institutions have learned important lessons from the trials and tribulations of the last year, and one area where they have learned a lot is communication.

While last year’s enrollment dip was not as disastrous as many institutions were fearing, it was still a wake up call. Confusion and uncertainty over the pandemic likely played a role in this downward trend, and a more curated communications plan could have prevented some on-the-fence students from leaving. Being upfront and transparent about the situation early on was key to keeping students on the same page. Effective communication in times of confusion and distress is reliant on centralized messaging, collaboration, and transparency. And it is important for colleges and universities to communicate clearly if they want to improve student sentiment toward their school to last from now to after they graduate.

The following are guiding principles learned over the course of the last year that institutions should consider: communicate with each other, be concise, be sensitive and realistic, show unity, and build connection. While the uncertainty of the pandemic made it particularly difficult for institutions to communicate effectively, as we’ve learned more about the public health crisis and move beyond it there are lessons here that should help institutions respond better now and in the future.

Communicate With Each Other

The past year was one of trial and tribulation, especially in higher education. But we can learn from the experiences of others. When people or organizations struggle, relying on one another for creative solutions and support can help everyone. Institutions should learn from each others’ mistakes and successes, whether they are sister institutions or athletic rivals. Additionally, colleges and universities should be forward thinking and take the time to prepare for the lasting effects of the pandemic and other unexpected changes. As we demonstrated in our earlier blog series, the Covid-19 pandemic may lead to an increase in transferring students in the coming semesters. Many students transfer within states and regions, so when it is possible for coordinated communication and collaboration colleges and universities can ensure transfer students are set up for success. Institutions must not only communicate and work with each other, but they must engage and support students through the difficult transfer process so that they can avoid its many pitfalls. They should have resources available to communicate to students what they would need to know to transfer to and from their institution (for example, semester schedules, degree programs and requirements, and course catalogues).

Keep Communications Concise

The pandemic highlighted the need for strong, centralized, concise, and rapid communication. While institutions scrambled over the summer to come up with their fall plans, this left students and families in the lurch. Students with concerns over finding safe housing or who rely on campus housing need clear and timely directions on what will be available to them during the semester and over breaks in uncertain times like the current public health crisis. Last minute campus closures at schools like the University of North Carolina at Chapel Hill and Washington State University came late enough for students to have already made their semester plans. Being sent home suddenly and unexpectedly was a financial burden and educational disruption for many. Moving forward, remember to stick to the main message. There’s no need to waste precious attention spans or create potential for confusion. Institutions should commit to their communications being clear and timely. Concise communications alleviate students’ stress and concerns, and remain respectful of their time and needs.

Be Sensitive to Students’ Realities

Colleges should also recognize what students have faced over the last year. As part of this, if it’s unclear what is going to happen in regards to restrictions or openings, be up front about that. Institutions should be honest about any uncertainties and then ask students if their biggest concerns can still be addressed. Students who are housing insecure have legitimate concerns as they may not have a stable home to return to. Being sensitive to the difficult realities many of today’s students face shows compassion and validates their experience. Black and Latinx students disproportionately experienced the negative effects of the coronavirus pandemic compared to their white peers. Black students in particular felt the strain of the unforgiving pandemic on their community coupled with a summer of trauma and civil unrest. A survey by New America and Third Way from December reported that 59 percent of Black students were finding it challenging to remain motivated during the pandemic. Additionally, some students who are parents had to navigate parenting and their own child’s education while managing to go to classes. On the other hand, some students went home to busy and overwhelmed households where it was hard to find a quiet, safe space to study. Because of these factors, institutions should remember how trying this past year has been for everyone -- especially those who have faced obstacles in silence.

Show Unity

In striving for community buy-in, show that everyone is subject to and following the same campus guidelines. Demonstrating that everyone is learning how to handle the pandemic at the same time builds trust. As we’ve heard from campus leaders, when programs and institutions are transparent about the prospects they face they can achieve student and community buy-in early on. Honesty is integral to these trusting partnerships, and knowing what to expect in an upcoming academic year is key to that. When community members — and students in particular — feel as if they are part of the process they become more invested in the outcomes. In this case, if universities are open about how they plan to operate during a crisis like the coronavirus, then students and employees will feel more invested in how it plays out and committed to the success of the institution itself. Colleges can be mindful about communicating to students in a manner that is clear without being alarmist. But they must practice what they preach. In the fall, University of Notre Dame students watched their president hobnob maskless at a political function after they had been lectured and shamed into following established restrictions. Students sacrificed graduations but football stadiums had attendees. As one vice president of student affairs at a public university told us: keeping their staff motivated when there isn’t a lot of consistency across the university, and they’ve received pushback when students and families see departments like athletics not holding the same standards as other sectors. “You expect college students to be somewhat resistant to the policies and procedures that we had to put in place but it’s another [thing] to have your colleagues make your job more difficult,” the VP said. Hypocrisy has no place in improving campus sentiment and relations during a pandemic. Institutions that were most successful in managing the public health crisis were those that provided clear and honest communications and brought students on board as stakeholders, and campus leaders should keep this in mind. For example, frequent updates in one easy-to-access location and open communication lines for questions are effective ways some institutions have done this. Communication is key to a committed community.

Continue to Connect Students and Staff to Resources.

At the end of emails colleges and universities should have easy action items recipients can complete and ways for the community to reach the school or administration with questions or concerns. This will make everyone feel more involved in the process. Additionally, we saw how important it is that students fully understand the resources available to digital learners. As polling has shown, many students and faculty struggled with online education. Students and families questioned the value of their education now that it was virtual. Students did not see that the education they were receiving was equivalent to what they had paid for. With stronger explanations about the benefits and quality of the online education they provide, institutions could have come out ahead of this uncertainty by students.

This past year was one of struggle and growth. Over the spring and summer, it was hard not to accidentally mislead students about what the 2020-2021 academic year would look like because institutions had no way of knowing for sure how things would play out. This is in large part due to failed leadership at both the state and national level. Institutional’ administrations were not solely to blame: they were facing a moving, and rapidly changing target, and having to protect their finances while dealing with the reality of not reopening for in-person instruction. But from these challenges strategies for effective communication remain important. Using the above tips to strengthen communications across an institutions’ community can rebuild trust going forward, and prime institutions for returning to full strength after the pandemic subsides.

Enjoy what you read? Subscribe to our newsletter to receive updates on what’s new in Education Policy!