College Recognized for COVID-19 Communication
“One of the things I love about this community is that when we’re called to action, we act,” says College Academic Dean Meggan Madden. Last spring proved the truth of that statement.
When the pandemic abruptly shifted students, faculty, and staff to a remote learning environment, questions outnumbered answers, and uneasiness accompanied uncertainty.
While many institutions may have struggled to organize a plan and communicate operational modifications clearly, Principia was quick to focus and respond with an inclusive approach. The diverse communication channels developed and the organized execution has earned the College recognition as a national leader in early COVID-19 institutional communication strategy, according to the Higher Education Data Consortium (HEDS).
“Crisis communication is not as easy as this recognition implies,” says College President John Williams. “With different stakeholders come different platforms—Watercooler, emails, Facebook, text messages, Zoom, YouTube. Gone is the day when you send the same message to different groups.”
To begin, the College Cabinet organized weekly virtual town hall meetings for the campus community with open question-and-answer opportunities. A variety of other communications took place as well: surveys to students and faculty on teaching, technology, and learning needs; meetings with faculty leadership groups; individual department meetings; individual student meetings with faculty; and messages of support from Student Life staff. “Each stakeholder has a unique perspective, and you need to communicate to each audience effectively," Williams says.
The Cabinet’s consistent, clear, transparent, and frequent communication shaped the College’s response to the pandemic—becoming a trusted beacon for students, faculty, and staff throughout the months following.
A vital part of the College’s response came from the Board of Trustees’ early decision to provide additional financial support for students in need and extra budgetary funding for professional development and equipment to support virtual instruction by faculty. The Board’s robust support—financially and metaphysically—strengthened the College’s leadership efforts.
To determine whether the various channels, messages, and other responses to the pandemic were effective for all stakeholders, the College Cabinet participated in the HEDS COVID-19 Institutional Response Survey in the spring. HEDS administered the survey nationwide to institutions of all sizes, from community colleges to large research universities. Responses were collected from more than 32,000 students from 49 institutions, 4,000 faculty from 28 institutions, and 6,000 staff from 29 institutions.
Principia’s surveys were administered in April and May to students, faculty, and staff in separate surveys. The vast majority of respondents—87 percent of students, 84 percent of faculty, and 94 percent of staff—were very satisfied or generally satisfied with the support received in the spring.
When HEDS compiled and analyzed the data from all participating institutions—particularly the open-ended questions—Principia College emerged as one of three institutions that stood out as excellent in framing communication. Goshen College (Indiana) and Concordia University Texas completed the top three leaders. “You see places that are really engaged with students or they are really engaged with staff, but to see all three categories of stakeholders feeling engaged is really rare,” says HEDS Director Charlie Blaich. “It was the principles that guided [Principia’s] work: Thinking first about the institution’s mission and giving people comfort and support were top line.”
“This recognition is about our community being engaged with each other during a time of crisis,” said Madden. That engagement was apparent in the survey results. In an open-ended question, student responses recognized that the frequency, accessibility, and transparency of communication helped them feel connected, supported, cared for, and loved.
“[The] surveys showed the importance of high-quality institutional communication for reducing worry and stress for students, staff, and faculty,” Blaich adds. Additionally, preliminary conclusions of all institutions’ student quantitative data indicate that students’ sense of connection is an important variable that has an impact on students’ intention to continue their education.
Today, as information about the pandemic evolves, the College continues to prioritize timely, accurate, and inclusive messaging.