This reference material provides insights into crisis management in the context of a university setting. The material first discusses the implications of proper communication on the public's perception of crisis management. The document then details specific methods in which to better communicate with the public in regards to crisis management. The document concludes with a detailed comprehensive plan to help alleviate the influences of the crisis on future generations of students.
Crisis Management
Uncertainty in regards to individual activities within a large student population is always a cause for concern. It is difficult to govern or even deter the questionable activities of a predominately young student population. This problem is exacerbated due to the rebellious nature of young students in regards to politics, social interactions, student programing and more. Public news often comes from universities with questionable activities such as fraternity hazing, supporting controversial leaders, and more. This behavior is what makes a university campus and atmosphere so unique relative to other educational venues. The university can foster these activities while being sensitive to others personal beliefs. The Vice President of Student Affairs is needed to foster this development while keeping the campus safe to express various beliefs. However, in some instances, activities can cause harm and damage to others. Such is the case with the resident hall fire. These unforeseen circumstances are common place on university campuses with such unique activities, beliefs, and behaviors. As such, the Vice President of Student Affairs must now help alleviate growing concerns and negative sentiments regarding the incident.
To begin, the Vice President of Student Affairs must act immediately once facts and knowledge is obtained from the resident hall fire. The intermediate plan must consist first of the dissemination of factual information to all stakeholders involved. Even though the university president and the director of public relations are at a conference, this incident is so egregious to the university establishment that they must be notified immediately. The communication must also consist of discussion with building staff, supervisors, fire fighters and law enforcement as to the cause of the incident. This dialogue is important as the information garnered from this discussion can prevent a future crisis from occurring. This will also help alleviate any concerns regarding overall safety within the resident halls as action is being taken to abate the negative influences of the fire. This information will also be the foundation for changes in the operational and building structure of the resident halls. Once the information is obtained, the message must be crafted, disseminated, and reinforced. This is a critical step as the message must be thorough and informative. As the Vice President of Student Affairs my message would first consist of a through discussion of the incident. The Vice President of Student Affairs should not attempt to downplay or "sugar coat" the magnitude of this incident. The public wants the truth in regards to incidents of this scale. As such, to downplay this would be disastrous to the long-term image and integrity of the university. The message would also thoroughly discuss actions being taken to help avert another situation similar to the crisis from occurring in the future. Finally, the message would end with a thoughtful and sincere apology to the university community. The Vice President of Student Affairs should also publically address the issue with a press conference or some form of public speaking engagement. The university will want to know who the leadership in this particular situation is. By addressing the public in an engaging manner, the Vice President of Student Affairs is holding himself accountable for the corrective measures that will be taken in the future. Furthermore, by speaking publically, it provides a sense of reassurance that the situation is being properly handling by the appropriate individuals with control.
The message to the families of students who have lost their lives would be very difficult to create. The message should be personal in its scope. A formal call is merited in this situation. The Vice President of Student Affairs must first prepare prior to the call in regards to emotional intelligence and sensitivity. The Vice President of Student Affairs should be aware of his tone and the words used in regards to the conversation. Each family however should be notified in this manner in conjunction with an official letter of apology. The Vice President of Student Affairs should also look into any forms of accommodation either through support, financially, or otherwise that could help the families.
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