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Christian colleges and universities face an unprecedented media and communications landscape.

Faith-Based Higher Education

INTRODUCTION

All Press is Not Good Press.

What’s the worst thing you can say in response to tough media questions?

Nothing.

It’s as bad, if not worse, than “no comment.” Both are interpreted as “I’m guilty.”

The mayor of Los Angeles, facing perhaps the biggest crisis of her career, learned that lesson the hard way recently. This deer-in-the-headlights viral video from Sky News shows what can happen when a leader is unprepared to communicate effectively during a crisis.

The mayor’s team had to have known reporters would be waiting at LAX, armed with hot mics and tough questions. How was she not prepared with even a basic statement?

We hope and pray that a disaster the magnitude of the LA brushfires never hits a CCCU campus. But every institution faces reputational risk, whether from a natural disaster or violence, accusations of misconduct, financial challenges, sensitive policy updates or a wide range of other crises. 

Leaders must be prepared to communicate effectively in the midst of critical incidents.

As a trusted partner to CCCU members, Fortune 500 companies and global nonprofits, Pinkston provides clear thinking to prepare for and navigate complex communications challenges with:

INTRODUCTION

How We Can Help

Faith-Based Higher Ed Experience

Misconduct Investigation & Leadership TransitionIn a case involving misconduct allegations against a high-ranking administrator, Pinkston worked closely with the institution’s board and external legal counsel to provide strategic communications counsel and message development regarding its investigation and response. Amidst a contentious separation, the institution’s communication to faculty, staff, student, alumni and donor audiences demonstrated leadership and transparency that built trust and ensured a smooth transition.
LitigationA crisis involving litigation creates unique communication challenges. Pinkston recently came alongside a university and its legal counsel as they anticipated a wrongful termination suit by a former faculty member. By engaging Pinkston early in partnership with the legal team, the university was able to develop messaging and strategy beforehand. When the lawsuit was filed, the university utilized the preparation to effectively communicate with faculty, staff and other stakeholders – without creating new legal risks.
Policy UpdatesChristian institutions rely on employment and conduct policies to shape their unique identities and cultures. But updating those policies – even highlighting existing policies that aren’t changing – can create anxiety and controversy among internal and external audiences. Pinkston recently counseled an institution that needed to update its expectations for faculty and staff. Our collaboration ensured announcements were clear, winsome and targeted, which helped avoid unnecessary distractions and minimized outside attention by mainstream media, social media groups, and advocacy groups.
Crisis Communications PlanningAs a university prepared to embark on a major fundraising initiative, leaders realized they needed to mitigate the risks of a larger profile. The university engaged Pinkston to rebuild its decade-old crisis communications plan from the ground up, provide media training and mock interviews for its leadership team, and develop a crisis communications tabletop exercise to practice executing the plan in a realistic but risk-free environment.
ClosureSmall colleges and universities face an increasingly difficult financial landscape, and communicating about a closure presents complex and emotionally fraught communications challenges. In one recent case, Pinkston helped an institution’s president and board fulfill its commitment to communicating important and timely information to more than dozen audiences including students and parents, faculty and staff, alumni, donors, state and federal regulators, the NCAA, denominational entities, community partners and the news media. Our work allowed the board and administrators to focus on managing an effective wind-down that demonstrated compassion and care to those impacted.

Get in Touch.

What’s the worst thing you can say in response to tough media questions?

Nothing.

It’s as bad, if not worse, than “no comment.” Both are interpreted as “I’m guilty.”

The mayor of Los Angeles, facing perhaps the biggest crisis of her career, learned that lesson the hard way recently. This deer-in-the-headlights viral video from Sky News shows what can happen when a leader is unprepared to communicate effectively during a crisis.

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