In an era marked by rapid policy shifts, social activism, and political polarization, higher education leaders are facing unprecedented challenges. From Supreme Court rulings to student protests, universities must engage their communities with clarity, empathy, and vision. However, effective storytelling today goes far beyond issuing statements – it requires a redefinition of how institutions communicate during uncertainty.
In Peppercomm’s recent fireside chat, Managing Director and Co-President Jacqueline Kolek led a timely and thoughtful discussion on how higher education institutions can communicate effectively amid political, ideological, and technological disruption. The panel featured Dr. Myiah Hutchens, Chair & Associate Professor at University of Florida College of Journalism and Communications and Dr. Hilary Fussell Sisco, Professor of Strategic Communication at Quinnipiac University.
Together, they explored the evolving challenges facing campus leaders and offered practical strategies for navigating uncertainty. You can find a recording of the webinar here.
The Pressure is On
Higher ed institutions are navigating a time of transformation. Traditional leadership and communications playbooks are no longer sufficient. With evolving federal policies, heightened public scrutiny, and rising expectations from students, faculty and staff, institutions must respond with agility, transparency, and credibility, often under tight timelines and high stakes. A key challenge is balancing institutional voice with individual identity. Stakeholders want to feel seen and heard, while also expecting institutions to take principled stands. Silence can be damaging, but poorly timed or misaligned messages can erode trust just as quickly.
One of the strongest themes from our discussion: listening must come before messaging. Today’s students are diverse, vocal, and socially engaged. Communications that feel disconnected or tone-deaf can trigger swift backlash. To stay in tune, institutions need proactive listening systems such as town halls, advisory groups, social monitoring, and informal feedback loops. Messaging is no longer top-down; it’s a two-way dialogue that demands awareness and humility.
Preparation Beats Reaction
Issues response leans heavily on preparation. When legislation changes or campus incidents arise, the window to respond is narrow. Institutions must communicate even when they don’t have all the answers. Stakeholder-mapping, risk assessment, and transparency are essential. Leaders should acknowledge uncertainty and involve their communities in the decision-making process.
Colleges and universities often default to vague language in an effort to manage risk. However, overly cautious messaging can confuse or alienate audiences. The most effective communications today are clear, values-driven, and backed by action. Taking a stand doesn’t always mean choosing sides – it means showing empathy, accountability, and a strong sense of direction.
The Many Hats of Communicators + Subject Matter Expertise
Communications professionals are no longer just messengers; they’re strategic advisors to entire leadership team. It is imperative that they are included in the entire ecosystem of legal, academic, social, and reputational dynamics, and are closely aligned with leaders across departments to shape a cohesive, institutional voice. Cross-functional collaboration is also essential as messaging should be part of a broader strategy, not just a reaction to events.
With increased political scrutiny, recruiting and retaining qualified leadership has become a challenge. Institutions must prepare for these leadership gaps by ensuring that policies, values, and strategic direction are not solely dependent on one individual. Succession planning, cross-training and shared institutional knowledge are essential. When leadership changes occur, having a well-informed team that can carry forward the mission of the institution ensures continuity and stability.
Demonstrating ROI of Higher Education + Going Forward
In an era of growing skepticism about the ROI of a college degree, communications must go beyond traditional metrics like job placement rates. Higher education is about more than prepping students for corporate America. It’s about cultivating curiosity, fostering intellectual exploration, and helping students become more thoughtful, informed citizens. Institutions should reframe their messaging to encompass the full spectrum of the value they provide – career readiness, of course, but also critical thinking, civic engagement, and personal growth.
There’s no one-size-fits-all approach to telling your story during uncertain times. But one thing is clear: institutions must stand firm in their values, even when those values might be unpopular or politically inconvenient. Waffling and indecision erodes trust. Leaders must clearly articulate what their institution stands for and why and communicate that message across all stakeholder groups. The most successful institutions will be those that listen deeply, prepare thoughtfully, and speak with clarity and conviction.
