That’s Not What I Heard: A Study on University Communications and Marketing Strategies Regarding COVID-19 Policies.
Bachelor of Arts
Dr. Jeremy Langett
Dr. Laura Kicklighter
Dr. Jimmy Roux
This study applies Situation Crisis Communication Theory (SCCT) to the crisis responses of independent college and state flagship universities to determine what strategies most effectively reach campus audiences and influence their COVID-19 attentiveness. This study mainly looks at one institution within each of the previously mentioned categories and compares their general messages regarding COVID-19, how it fits with SCCT, and if any other methods within the SCCT could have been more effective. A subsection within this paper includes looking at public commentaries made by audiences associated with the institutions of study (i.e., parents, alumni, and students) and evaluating their comments using a sentiment analysis to gauge public opinion as positive, negative, or neutral regarding the COVID-19 pandemic. The findings show that the small independent institution communicated less frequently than the state-flagship universities but utilized more methods of communication under the SCCT when communicating with its publics.
Belayachi, Hannah M., "That’s Not What I Heard: A Study on University Communications and Marketing Strategies Regarding COVID-19 Policies." (2022). Undergraduate Theses and Capstone Projects. 225.