Applying Best Practices from Health Communication to Support a University's Response to COVID-19

Area of Science:

• Public Health
• Health Communication
• Higher Education Administration

Background:

• Universities faced significant communication challenges during the COVID-19 pandemic.
• Managing risks for university communities required strategic messaging about campus safety.
• Integrating health communication expertise into institutional responses was crucial.

Purpose of the Study:

• To explore effective COVID-19 messaging strategies for university communities.
• To understand the integration of a health communication center into campus-wide pandemic responses.
• To identify key takeaways for improving university crisis communication.

Main Methods:

• Analysis of 17 focus groups with students, faculty, staff, and parents.
• Qualitative exploration of perceptions and needs regarding campus safety communication.
• Examination of the process of incorporating health communication expertise.

Main Results:

• Emphatic communication and acknowledgment of vulnerable populations are vital.
• Promises of a return to normalcy were perceived as unrealistic.
• A communication toolkit developed with health communication scholars improved message consistency.

Conclusions:

• Health communication scholars play a critical role in university crisis messaging.
• Evidence-based health communication principles enhance institutional pandemic responses.
• Strategic, empathetic communication is essential for university community well-being during crises.