Managing Your Reputation: Building Trust in Divided Times

Last academic year ended tumultuously for many campuses with protests and graduation converging at the end of the semester. We’ve spent some time thinking about how campuses can reimagine, reframe, and rebuild their place in communities and society—and the public’s trust—amidst the current state of unrest in the Middle East and on many campuses. A key concern is understanding how to center our audiences and their needs when we know they’re far from homogenous.

In a crisis or in the wake of an extremist incident, campus leaders set the culture and tone of a response. Particularly when an issue is localized (i.e., campus protests or acts of hate/extremism), leadership silence is perceived as indifference by students and other members of targeted groups.

It’s imperative to understand the audience you’re speaking to—students, faculty/staff, alumni, etc. No matter what institution you lead or serve, your audience’s opinions are fragmented. Studies conducted by Pew Research Center, NPR/PBS/Marist, the Economist, and YouGov find significant differences in support for Israelis or Palestinians by age, race, and even the social media platform where views are posted. These studies assume a binary—either pro-Israeli, pro-Palestinian, or neutral. Digging deeper into the narrative amongst the social media posts, open letters, and protests on college campuses reveals much more. The conflict in the Middle East surfaces generational trauma (e.g., Nakba, the Holocaust), struggles of marginalized and oppressed people, desires for liberation and free expression, and a host of other emotions intricately woven into individual and collective identities. Perhaps most worryingly, the complicated intersection of these issues can provide cover for acts of hate and extremism that are considered by some to come part and parcel with “choosing a side.”

With the ongoing war and upcoming presidential election, the current landscape requires thoughtful attention and action. If you felt compelled to speak (and listen) regarding racial equity in 2020, you should feel the same compulsion now. Your community is engaged and impacted. 

What We Heard in Campus Conversation

Following October 7, we looked at data for all the flagship social media accounts of all U.S. colleges and universities. In that first week more than half of the posts tagging those accounts were about the conflict between Israel and Hamas. In the months since, it’s shown up differently on nearly every campus we work with one-on-one. Even to the fact that for some it really hasn't been an issue. 

We've seen some really good examples that listening can go a long way to de-escalation. For example, a leader literally showing up to listen and speak with students, and campuses showing they’re aware of what’s being said online. Faculty are also involved and it’s important to think about the tension that creates with governance structures and how to respond. As we head into the fall, this isn’t going away. And combined with the election and all of the other current social issues, we expect this fall to be even more tumultuous on campus. Having strategies in place to understand, assess, and respond will be even more important.

How to Prepare for the Coming Year

No campus is the same—amongst the campuses we support (which range from small private to large public), conversation volume and topics varied greatly on this issue. We don’t advise them on the content of a statement or response; we help our clients understand what their audiences are saying or doing and encourage comparisons to institutional values and goals to guide a response. 

• Remember the importance of language. Content is categorized as positive or negative depending on the language used. When you feature heavier stories on challenging topics, such as the conflict and protests, think about the language you use and capture the positive, emotive aspects of the topic when appropriate.
• Understand the climate. Conversation about protests is challenging and can be draining, but taking the time to listen helps you understand the climate and sentiment among your campus constituents. Ongoing listening also allows you to see where there may be misinformation, so you can decide if clarifications are necessary or important. Review what happened last year and how you can use it to prepare for the fall. 
• Evaluate the source. With increased conversation it can feel like everyone is talking about your campus. Use social listening to consider who is talking about your campus and where. Is it your audience? The general public? How is your campus mentioned? In many cases, you might be pulled into conversation alongside other schools as a general discussion on where activities are happening. While this is relevant for brand health and awareness, the conversation that’s more relevant to your intended audience is often more valuable. Listening to campus constituents gives you a better sense of how your key stakeholders feel and what they’re asking of you during this time. Knowing your priorities around brand management and crisis communications clarifies when you need to respond.
• Review campus policies. Connect with colleagues to review, evaluate, and update communication plans and demonstration policies. Evaluate what went well, what can be improved, and what might unfold differently this year, particularly as the one year anniversary of the conflict approaches in October. Proactively reviewing policies allows you time to create thoughtful, aligned policies rather than reactive, rushed policies.
• Remain focused on your values and mission. Campuses that act counter to their values are likely to be called out. If social justice and international engagement are central brand themes but you swiftly shut down demonstrations or remain silent on issues, your audience will notice that. 

Support Resources

Data-driven organizations such as the Polarization & Extremism Research & Innovation Lab (PERIL) at American University and Interfaith America remind higher ed leaders that the structural work to encourage democratic, pluralist communities isn’t done in times of crisis, and takes years. We must prepare students, faculty, and staff with skills and experiences that prompt ongoing, productive, safe conversations that promote inclusion while recognizing and condemning hate, extremism, and harassment. If you feel inadequately prepared to engage your community at this moment, you can begin building strategies and structures for long-term success. 

Listening is key to gaining confidence that the approach you choose is right for your community.

Note: This post is an update of Liz’s Letter from November 2023 with collaboration from Jessica Houston, José Medrano López, and Michelle Mulder.