New Perspectives in Science Education

In the contemporary global and digitally mediated environment, higher education institutions operate under growing public scrutiny and reputational vulnerability. Universities are no longer assessed solely through academic performance or research output, but also through their capacity to communicate effectively with diverse stakeholder groups. Consequently, crisis communication and strategic communication have become key elements of institutional governance, directly influencing trust, credibility, and competitiveness.

This study examines the role of crisis and strategic communication in shaping university image through a comparative analysis of international case studies from Europe, North America, Asia, Africa, and the Middle East. The main objective is to explore how different communication approaches—proactive, preventive, reactive, and ineffective—affect public perception, stakeholder confidence, and institutional resilience in stable and crisis situations.

The research is grounded in theories of crisis communication and reputation management (Coombs, 2015; Fombrun, 1996), as well as perspectives on university branding and organizational identity (Wæraas & Solbakk, 2009). Methodologically, the study applies a qualitative comparative case-study approach based on academic literature, institutional statements, media coverage, and publicly available communication materials. The analysis focuses on transparency, response timing, message framing, stakeholder engagement, and post-crisis recovery strategies.

The findings indicate that universities implementing long-term strategic communication models—characterized by consistency, ethical governance, and value-based messaging—demonstrate stronger reputational stability. Effective practices emphasize alignment between institutional narratives, academic mission, and social responsibility. In contrast, delayed responses, limited transparency, and defensive communication approaches are linked to reputational damage and declining public trust.

The study further demonstrates that crisis communication cannot function as an isolated or purely reactive activity. Instead, it must be integrated into a broader strategic communication framework embedded within institutional culture. Universities that maintain continuous stakeholder dialogue and preparedness are better positioned to manage crises and sustain credibility in dynamic media environments.

The paper concludes that communication represents a strategic organizational resource in higher education, essential for strengthening institutional identity and ensuring long-term reputational sustainability.

Keywords: crisis communication; strategic communication; university image; reputation management; higher education

REFERENCES

[1] Coombs, W. T. (2015). Ongoing crisis communication: Planning, managing, and responding (4th ed.). Sage.

[2] Fombrun, C. J. (1996). Reputation: Realizing value from the corporate image. Harvard Business School Press.

[3] Wæraas, A., & Solbakk, M. N. (2009). Defining the essence of a university. Higher Education, 57(4), 449–462.