Beyond Crisis Mode

Beyond Crisis Mode

Navigating through tumultuous waters

There is not much Jay Mathis hasn’t seen as it relates to higher education. Along with a multitude of graduates he has watched walk across the stage to go on to do bigger and better things, he has seen the other side. The side few see when it comes to the enormous responsibility it takes for schools and universities to protect the physical and mental well-being of their students.

As Chief of Staff | Higher Ed | PR & Crisis Communication at University System of Georgia, he oversees central offices, including campus police and safety, as well as the Office of Emergency Management. That puts Mathis on the front lines of understanding the complexities and challenges institutions face during times of crisis. He has seen mass shootings. Bomb threats. Suicide attempts. Political unrest. In each instance, Mathis has helped coordinate responses to various emergencies on behalf of the university president.

Today, as a consultant specializing in crisis communication strategies for colleges and universities, Mathis is deeply involved in helping institutions build resilience and effectively manage crises. That includes training key personnel to establish communication protocols and leveraging technology. According to Mathis, “Proactive communication planning is paramount in enhancing preparedness and minimizing the impact of crises on operational and educational goals. The long-term effects of crises on our institution’s operational and educational goals are profound and multifaceted. Beyond the immediate disruption of normal campus activities, these crises can reverberate throughout the institution, impacting various facets of campus life.”

“Proactive communication planning is paramount in enhancing preparedness and minimizing the impact of crises on operational and educational goals.”

— Jay Mathis, Chief of Staff | Higher Ed | PR & Crisis Communication | Adjunct Professor, University System of Georgia

What Mathis says every administration must understand is the long-term effects crises have on the university system. First, there is the significant toll on the mental health and well-being of students, faculty and staff. The fear and anxiety generated by such events can linger long after the crisis has passed, affecting academic performance, productivity and overall morale. Moreover, crises undermine trust and confidence in campus safety measures.

“When members of the campus community feel vulnerable or uncertain about their safety, it can erode their sense of belonging and loyalty to the institution,” says Mathis, who also is an Adjunct Professor. “In turn, this may impact enrollment and retention rates as prospective students and their families prioritize campus safety in their decision-making process. Furthermore, the aftermath of crises often necessitates resource allocation to address immediate needs, diverting attention and funds from other strategic initiatives.”

Adopting Your Crisis Management Plan

On the afternoon of March 31, 2023, an EF-4 tornado with winds clocked at 164 miles per hour touched down in Little Rock, Arkansas. While the University of Arkansas Little Rock campus itself was not in the direct path, the tornado left a 34-miles-long path of destruction, impacting many students, faculty and staff.

The immediate priority of the UA Little Rock campus was to support those impacted by activating its crisis response plan, which included offering emergency assistance, flexibility in classes and counseling services. Campus administrators also coordinated with local emergency services to provide resources and aid to people in need. 

“The long-term effects of the tornado for us primarily revolve around our community’s well-being and resilience,” says Carrie Phillips, Ed.D., Chief Communications and Marketing Officer at UA Little Rock. “Operationally, we enhanced our support systems and emergency response protocols to better assist our community in future crises. It also taught us the value of meeting students where they are. When students face such traumatic things, we have to partner with them to help find a solution to the challenges they’re facing. It’s much more than just the academic context. We really have to think about the whole student.”

Based on the experience, UA Little Rock has significantly adapted its crisis management plans, transitioning to a matrix model that assesses the level of crisis and clarifies roles and responsibilities. For example, it formalized approval structures to streamline decision-making and identified specific message platforms for communication to ensure consistent and accurate information dissemination. The changes have made their crisis response more structured and efficient, allowing them to respond more effectively to various emergencies and support the community comprehensively.

“Engagement with students and staff is critical during a crisis,” Dr. Phillips says. “We ensure their safety and well-being by maintaining open lines of communication and providing timely, accurate information through multiple channels, including social media, emails and our website. We also offer mental health support and counseling services to help individuals cope with the stress and trauma of the crisis.”

“Engagement with students and staff is critical during a crisis. We ensure their safety and well-being by maintaining open lines of communication and providing timely, accurate information through multiple channels.”

— Carrie Phillips, Ed.D., Chief Communications & Marketing Officer, University of Arkansas at Little Rock 

One of the most innovative strategies UA Little Rock implemented is the use of technology to prevent some crises before they happen. It now features a safety app that allows users to set safety timers, send anonymous tips to campus security and quickly contact emergency services. “By fostering proactive engagement and providing a platform for reporting concerns, we are working to prevent crises before they happen,” Phillips says. “This preventative approach, combined with our robust emergency response plans, significantly enhances the overall safety and well-being of our campus community.”

In considering best practices for crisis management, Mathis believes colleges and universities should prioritize the continual refinement and adaptation of their crisis management plans to effectively address the evolving landscape of emerging threats and challenges. His proactive approach entails several key strategies aimed at bolstering institutional readiness and response capabilities.

First, institutions should emphasize regular training exercises to ensure that personnel are adequately prepared and equipped to handle various crisis scenarios. “These exercises provide invaluable opportunities for hands-on practice, scenario-based simulations, and real-time feedback, enabling institutions to identify areas for improvement and fine-tune their response strategies,” Mathis says.

Simultaneously, colleges and universities should engage in a thorough review and update of their emergency protocols, incorporating lessons learned from past incidents and integrating emerging best practices. The iterative process should involve consultation with internal stakeholders, external experts, and relevant authorities to ensure that protocols remain relevant, effective and aligned with industry standards.

Recognizing the pivotal role of technology in modern crisis management, institutions should invest in cutting-edge solutions and infrastructure to enhance their response capabilities. From advanced surveillance systems and communication platforms to integrated emergency alert systems and remote monitoring tools, leveraging technology can facilitate rapid and effective coordination, communication, and decision-making during crises.

“Colleges and universities should prioritize collaboration and information sharing to enhance collective resilience,” Mathis says. “Actively engaging with peer institutions, local authorities and community partners allows for the exchange of insights, sharing of best practices and pooling of resources. Through strategic partnerships and mutual support networks, you can strengthen your capacity for a coordinated and effective response to crises, leveraging collective expertise and resources to mitigate risks and enhance community resilience.”

The path forward seems clear. By embracing a proactive and collaborative approach to crisis management, grounded in continuous improvement and innovation, today’s colleges and universities can fulfill their commitment to ensuring the safety, security, and well-being of their campus communities.