EXPLORING THE VALUE OF PUBLIC RELATIONS AND CRISIS COMMUNICATION TRAINING FOR HIGHER EDUCATION LEADERSHIP

Abstract

This study purposed to understand the essence of crisis in higher education and to guide educational leaders on pre-crisis strategies to lessen the damage if a crisis were to occur. Additionally, this study sought to make an easier transition for post-crisis management and maintain positive relations with stakeholders and the community. Crises in higher education can cause tremendous distress to the entire institution, whether because of a natural disaster or a human-instigated disaster. This might either destroy an institution, create financial suffering, or take time to win back the support of stakeholders. The literature on crises in higher education has mostly revolved around how to handle negative situations as a post-crisis thought. Public relations is considered an area that institutions turn to when they are going through a crisis. This study reviewed how public relations can play a role prior to a crisis. This study also explored the process of building relationships before a crisis occurs. This research also examined pragmatic perspectives so further understanding took place about crisis difficulties to assist educational leaders in communicating effectively and creating a game plan and solutions for handling crises. In addition, this research highlighted the importance of public relations and making continuous communication with stakeholders a priority.