Addressing Campus Climate Flashpoints

Five Failure Paths for Colleges and Universities

Student Affairs Forum K-12 | Community Colleges | Four-Year Colleges and Universities | Graduate and Adult Learning

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After calling Barbara Harvard Official Apologizes Racist Slur in Text Roils Bush an ‘amazing racist,’ for ‘Discriminatory’ Georgia Southern a professor taunts critics: Comments in Viral Video ‘I will never be fired’

What is a Flashpoint? A climate-related incident or event that causes disturbance in the community or media, including heightened levels of activism, media and public scrutiny, and reputational damage.

Wave of Demands 150+ institutions receive demands from student activists

Early Signs of New Era 2016 U.S. Presidential Election Occupy Wall Street (2011) Campus bias and hate incidents rise Quebec Student Protests (2012) Students increasingly active and vocal

EARLY 2010s 2020

Explosion of Campus Activism National Movements Protests in Ferguson, MO and at Come to Higher Ed Mizzou ignite the country (2015) #MeToo movement “Limits” of free speech Renewed Appetite for Protests and Demonstrations Incoming students indicate a higher likelihood of being active

Post-Election Campus Incidents Hate Crimes and Organizations Made National Headlines Rose in US Post-Election

Mobs of tearful, angry students protesting Trump victory 30% swarm college campuses Increase in number of hate groups from 2015-2018

Campuses confront hostile acts against minorities after Donald Trump’s election 50% Increase of White Nationalist groups in 2018 Meet the conservative student activist who wants to make campus great again 30% Increase in hate crimes between White Nationalists march on 2015 to 2017, with biggest gains in University of Virginia crimes involving violence1

Source: Dickerson, C., Saul, S. “Campuses confront hostile acts against minorities after Donald Trump’s election.” The New York Times, November 10, 2016; Grinberg, E. “Meet the conservative student activist who wants to ‘make campus great again’.” CNN, April 18, 2017; Jaschik, S. “Tensions, Protests, Incidents.” Inside Higher Ed, November 14, 2016; Spencer, H., Stolberg, S. “White Nationalists march on University of Virginia.” The New York Times, August 11, 2017; Svrluga, S. “Mobs of tearful, angry students protesting ©2020 by EAB. All Rights Reserved. eab.com Trump victory swarm college campuses.” Washington Post, November 9, 2016; EAB interviews and analysis. National Landscape Amplifies Uncertainty 8 Any Flashpoint Has Real Potential to Disrupt University Operations

What Will Ignite? Difficult to Stay Focused

“We can have very different responses to “During the four years I’ve been in this job, incidents based on what the impact is on at least three of those have felt like a institutional reputation. But it is still hard to constant state of crisis, with one difficult read the tea leaves to determine when issue after another either emerging on an incident on campus is going to catch campus or coming at us from off campus, the attention of media.” each generating substantial press, social

Tanya Winegard, Vice Provost for Student Life media, and email attention. I’m still trying Creighton University to figure out how to keep myself and the senior staff focused on the long- Even Isolated Events Can Be Costly term strategic changes we need to be Hazel University1, 2017, faculty member making while also dealing with the investigated for sexual misconduct constant weekly crises.” 60 fewer female $4.9M of lost net Rebecca Blank, Chancellor applicants due tuition revenue University of Wisconsin at Madison to scandal over four years

1) Public University in the Midwest US Source: EAB interviews and analysis. ©2020 by EAB. All Rights Reserved. eab.com 2020: A Tumultuous Year of Political and Social Unrest 9 Higher Education Faces Unprecedented Challenges Amidst Global Pandemic

January February Ahmaud Arbery March Higher Education shot and killed President Trump U.S. closes national WHO1 declares institutions close while jogging in impeachment trial borders to China COVID-19 campuses, move to Georgia. global pandemic virtual operations

April May Protestors voice CARES2 Act Students launch 100+ opposition to stay- provides $14.25B VP Joe Biden accused class-action lawsuits for at-home orders for higher ed of sexual assault by tuition refunds across the nation former Senate aide

Murder of George June Protests July August Floyd spark spark global Students demand U.S. reaches UNC-Chapel Hill national protests movements for end of university- 4 million shuts campus one for racial justice racial justice police contracts COVID cases week after opening

November Hurricane Laura 1) World Health Organization Election Day ravages Louisiana 2) Coronavirus Aid, Relief, and Economic Security Act Sources: CNN, 2020 Year in Review; National Conference of State ©2020 by EAB. All Rights Reserved. eab.com Legislatures, Higher Education Responses to Coronavirus (COVID-19). Backdrop to the 2020 Election 10 Current Cultural Moment Is Triggering Novel Flashpoints

Recordings of Potential deaths of faculty lecture spark campus community due to viral backlash against COVID outbreak institution Public health implications of sit- On Campus ins and physical Zoombombing1 disrupts protests virtual classrooms with discriminatory images, Potential Off-campus Virtual videos, and chats Flashpoints outbreaks threaten regional public health Cybersecurity vulnerabilities Labor strikes exploited by Public Criticism across contingent bad-faith actors staff groups

Students organize coalitions across Faculty and staff Community institutions galvanize dissent to members take University actions legal action via social media against university

1) Zoombombing is an unsolicited intrusion into a video conference call, generally broadcasting inappropriate content. ©2020 by EAB. All Rights Reserved. eab.com Source: EAB interviews and analysis. Higher Ed Is Not In a Vacuum 11 Private Sector Also Contending with Climate Flashpoints

Alaska Airlines Panned Bon Appétit Stars Quit Judge Allows 2,300 Women After Gay Couple Had To Over Racial Discrimination To Proceed With Gender Give Up Seats Chairman Steps Down As Bias Lawsuit Against NPR Grapples With -Vox, 2020 Facebook-Chicago Tribune, Restricts 2018 GoldmanTucker Carlson’sSachs top Harassment Crisis Speech by Popular writer- Theresigns Independent, after 2018 Demand -NPR, 2017 posting racist and sexist remarks online -The Atlantic, 2019

-CNN, 2020 Chick-fil-A's Canadian H&M Slammed As Expansion Sparks Pro- Racist For ‘Monkey In Pixar’s John Lasseter To LGBTQ Protests The Jungle'Goldman Hoodie Sachs Sued By Leave Disney Following Sexual Harassment No More Rainbow Capitalism:-Fox News, 2018 Former-CNBC, Executive2018 Over Sexual Orientation Discrimination Complaints Protestors March Against Corporate -The Verge,Commodification 2018 of Pride Month -CNBC, 2019 Nivea Accused Of Tesla Is a- Reuters,‘Hotbed 2020for L.A. Fitness Says Employees Racism For Skin- Racist Behavior,’ Worker Accused Of Harassing Two Lightening Cream Claims in Suit Black Men Are No Longer Advert “TheWith challenges Company we are seeing on campus…conflicting views on free and inclusive speech,-Bloomberg, lack 2017 of -Daily Mail, 2017 diversity in our staff-USA– Today,-are the2018 same ones that everyone watches play out in Silicon Valley, Washington, and everywhere else. Students are judging us against them. This comparison raises the bar on what constitutes an adequate response.” President, Public University

Two Viable Response Strategies What Industry Is Getting Right

2018 Speed Company wide Responding to incidents swiftly to anti-bias training steer direction of conversation After a viral uproar caused by two Black patrons being arrested in a Philadelphia Accountability store, CEO issued formal apology and Assuming responsibility for any announced a mandatory anti-bias associated direct and indirect actions training for all employees. Underlying Concerns Addressing historical and systemic issues that have led to incident 2020 Actionable Next Steps Taking action against white supremacy Outlining comprehensive actions to address incident and mitigate Responding to the murder of George Floyd future harm and the resulting national unrest, Ben & Jerry’s issued a statement Reaffirmed Values addressing historical roots of systemic Emphasize sustained commitment to racism and advocating for specific policies company values and priorities to redress racial inequality.

Source: Ben & Jerry’s “Silence is Not an Option”; Kelly, R. “The Starbucks Incident: A Crisis ©2020 by EAB. All Rights Reserved. eab.com Management Case Study.” Bernstein Crisis Management, 2018; EAB interviews and analysis. But Higher Ed Institutions Are Falling Behind 13 Flashpoints Find Most Colleges and Universities Scrambling to Respond

Higher Ed’s Failed Response Incites Demands Why Institutions Are Underprepared May 2020 Senior Leaders offer empty words, Outdated policies and protocols little action In response to the murder of George Floyd, students and faculty criticize No strategy to respond, leading to higher education leadership for slow and reactionary responses placating protestors without actionable agendas. Students demand divestment No coordinated or trained first of police contracts. responders

Fail to proactively monitor for 85% potential flashpoint issues Of 4-year university leaders believe racial justice protests are likely or very likely for Senior campus leaders are fall semester surprised or frustrated by students’ demands AACU, 2020.

Source: Responding to the Ongoing COVID-10 Crisis and to Calls for Racial Justice: A Survey of College and University Presidents, Association of American Colleges and ©2020 by EAB. All Rights Reserved. eab.com Universities; EAB interviews and analysis. Repercussions Reverberate Through the Years 14 Response Failures Have Lasting Impacts on Institutional Reputation

University of California, Davis’s 2011 Pepper Spray Incident

Factual reporting Analysis of Crises Future crises occurs in the stakeholder resurface associated immediate reactions soon long after the with the initial aftermath follows initial incident incident

November 19, 2011 November 22, 2011 August 9, 2016 July 9, 2020 UC Davis Police Pepper- Pepper Spray’s Fallout, UC Davis Chancellor At Some U.S. Spray Seated Students From Crowd Control to Resigns After Pepper- Universities, A Time to In Occupy Dispute Mocking Images Spray Scandal Rethink Cops on Campus

Fundraising Consequences Possible Legal Action $6M 807 Total drop in existing pledges Number of student inquiries and donations to the University about free speech violations and of Missouri in November and restrictions received by FIRE1 in December 2015 2015, up from 719 in 2014

Enrollment Impacts Jobs at Risk

Ithaca college president resigns 10% after protests over race issues

Drop in applications if The Seattle U. Dean, subject of New York Times covers an protest, placed on leave institutional scandal in a long-form magazine article Pres. Falwell’s Blackface Tweet Brings Racial Dissent to Liberty U.

Source: Inside Higher Ed, “Seattle U Dean, subject of protest, placed on leave”; The Huffington Post, “How Media Coverage Of Campus Scandals Impacts College Applications”; The New York Times, “Falwell’s Blackface 1) Foundation for Individual Rights in Education Tweet Brings Racial Dissent to Liberty University“, Fighting for Free Speech on America’s Campuses”; ©2020 by EAB. All Rights Reserved. eab.com Washington Post, “Ithaca college president resigns after protests over race”; EAB interviews and analysis. No End in Sight for Student Activism 16 Generation Z Is One of the Most Engaged Generations in History

Recent Data Indicates Young …And Incoming Students Are Already People Are More Likely to Protest… Experienced with Organized Activism

Students increasingly plan to participate K-12 students are participating in in activism on and off campus. nation-wide protests at unprecedented levels. Of incoming first-years anticipate some chance they will participate in Global Climate Strike For Future 38% student protests and demonstrations, up from 36.5% the year before Over one million activists participated in school strikes across the world 1M+ urging action on climate change Of youth voters in battleground states said they would ‘definitely’ vote in the 77% upcoming election, highlighting greater overall civic engagement March For Our Lives Protest

Participants marched for gun Less than one-quarter of Gen Zers have control in the student-led not taken any action in relation to 1.2M movement March For Our Lives 22% Black Lives Matter Protests

Source: HERI UCLA Data; VOX March For Our Lives; Morning Consult Gen Z Tracker; ©2020 by EAB. All Rights Reserved. eab.com Global Strategy Group Survey; EAB interviews and analysis. Raising the Bar for Doing Right 17 Overlapping Issues and Changing Norms Heighten Students’ Expectations

The Purpose-Driven Generation: Three Implications for Flashpoint What Millennials and Gen Z Want Management on Campus

1 in 2 Customers will pay more for a product Today’s students want institutions with or brand known for its social value or missions and actions that are consistent community commitment with their values 72% Of Gen Z’ers want to see their Today’s students are socially aware; employers supporting racial equality they want their institution to make ongoing progress on systemic issues 39% Of millennials feel that businesses’ top Institutions are expected to go beyond priority should be to improve society traditional boundaries to address concerns in society at-large

Source: Alaina Love, ‘Are You Ready to Lead the Purpose-Driven Generation,’ SmartBrief, Aug. 25, 2018; 2018 ©2020 by EAB. All Rights Reserved. eab.com Deloitte Millennial Survey; ‘The Sustainability Imperative,’ Nielsen, Oct. 10, 2015; EAB interviews and analysis. What Are The Most Common Drivers of Activism? 18 Activism at All Universities 2015-2020

Racial Justice 19% Political Events/External Speakers COVID Response 55% 2015-2020 Labor/Worker Rights All Institutions 7% Cost of Attendance Gender Rights/Sexual Assault 6% Enviornmental Action 5% 4%4%

Of the Incidents Analyzed, Roughly Of the International Incidents… Half Occurred at Public Institutions… South Africa, 52% 48% 17% Europe, Public Private Canada , 71% 12%

Higher Education’s Leadership Imperative

Beyond responding to the latest flashpoint or upsurge of activism, our students are asking us to tackle issues that are rooted in complex social challenges. Oftentimes, these issues do not have a single ‘right’ answer. With today’s political climate, any response (or even no response at all) is contentious.” President Private University

Discussion Question

How do you anticipate the 1 campus community will respond to the 2020 election and its aftermath?

“After every major incident, there’s a series of articles and conference presentations dissecting the response. What went right, what didn’t go right, what they should have done differently in that case. Beyond the incident-specific details that could have been better managed, I want someone to identify the failure paths for our university. What assumptions and processes are making it unnecessarily difficult for us to respond effectively?” President Public University

FAILURE PATH 1 FAILURE PATH 2

Failure Status-quo risk Information about identification practices potential flashpoints Paths overlook potential is decentralized so campus flashpoints. institutions miss 5FOR COLLEGES early opportunities to intervene. AND UNIVERSITIES

FAILURE PATH 3 FAILURE PATH 4 FAILURE PATH 5

Leadership teams Institutions are unsure Institutions address assume that existing if, when, and who the immediate relationships are should respond to flashpoint incident, sufficient for managing current or potential but not the broader the institutional flashpoints. context on campus. response strategy.

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The New Normal 23 Enterprise Risk Management (ERM) Is Sweeping Higher Ed

ERM is a Growing Priority for …And Reflected in Hiring Needs University Leaders… Across Higher Ed United Educators, 2017 Emsi Analyst, 20181

22% increase in discussing ERM at the 113% full board level Increase in job postings for risk-titled roles 64% Increase in job postings that include risk skills

Chief Risk Officer Sample Job Responsibilities • Manage enterprise risk management program and report on risk to Board 1 in 4 • Identify emerging reputational risks Institutions report discussing • Develop and implement ERM at every board meeting comprehensive risk treatment plans

1) Job postings data, Sept. 2016 – Aug. 2018 Source: Emsi AnalystTM; United Educators, ERM and Reputational ©2020 by EAB. All Rights Reserved. eab.com Risk: More Talk Than Action?, 2017; EAB interviews and analysis. Risk Identification Practices Overlook Flashpoints 24 Climate-Related Risks Are a Continuing Blind Spot

Flashpoints Are an Unfamiliar Risk Terrain Top Five Areas of Reputational Risk United Educators, 2017

Our campus has a well-oiled process for assessing and managing financial, 1 Campus Climate operational, and compliance risks. But we are not there yet with respect to campus climate, in part 2 Sexual Assault and Title IX because of who is and is not involved in risk discussions. We need to do a better in order to prepare for the next 3 Academic Programs climate crisis.” Vice President for Student Life Private University 4 Student Behaviors

54% 5 Higher Ed’s Business Model Of institutions believe they do not have the ability to withstand a major reputational risk event

Source: Espinosa, L., Chessman, H., and Wayt, L. “Racial Climate on Campus: A Survey of College Presidents.” Higher Education Today, March 2016; United Educators, ERM and ©2020 by EAB. All Rights Reserved. eab.com Reputation Risk: More Talk Than Action?, 2017; EAB interviews and analysis. Recommendation #1

Integrate Flashpoints in Campus Risk Assessment 25 Prepare for Reputational Risks by Proactively Identifying Flashpoints

Flashpoints Challenge Status Quo Risk Registers

Common Pitfall Recommended Action

Narrow Content Focus Update Your Risk Register

Registers emphasize only financial, Include climate flashpoints and operational, and compliance risks, reputational risks as distinct risks overlooking flashpoints

Limited Grading Framework Upgrade Your Risk Grading Framework Registers assess only likelihood and impact of potential risks, Assess velocity and preparedness to downplaying reputational impacts account for the rapidly evolving nature of climate flashpoints

Range of Risk Altitudes Prioritize Institutional Risks Attempts at being comprehensive Prioritize the risks most likely to yield unwieldly lists of institutional, impact your institution, not unit-level divisional, and unit risks incident-specific risks

Source: EAB Business Affairs Forum, Addressing Persistent ©2020 by EAB. All Rights Reserved. eab.com and Emerging Campus Risks; EAB interviews and analysis. Social Listening Helps Surface Emerging Risks 26 Provides Real-Time Intelligence for Flashpoint Management

Social Listening Helps Brands Make Actionable Insights Result in Strategic Sense of the Online Conversation Brand Management

Volume Size a growing crisis, target your How many people are talking, response, and assess the impact and how often?

Voice Learn how prospective students talk Who is driving the conversation? about you and your competitors Who or what talked about?

Sentiment Identify and connect with student Is the conversation positive, social media influencers neutral, or negative?

Social Listening Toolkit on EAB.com

Apply social listening Audit your social Explore enterprise concepts to a climate strategy to identify and social listening flashpoint or crisis address flashpoints technology platforms

Social Listening in Action 27 How Campus Sonar Gauged the Online Discussion Around a Duke Flashpoint

Case Study: Duke University’s Coffee Shop Incident

President issues CSAO complains about apology, says Duke an “inappropriate” song must do better in campus coffee shop May 4 May 7 May 9 May 10 MayMay 11 11 May 12

Baristas who CSAO releases Song artist Coffee shop chain played song fired statement comments, cuts ties with Duke defending actions reigniting fervor over incident and Social Media Mentions response (Representative)

Key Crisis Metrics

VOLUME VOICE SENTIMENT

Trending Hashtags 2033% Actions by the coffee shop Increase in online mentions and rapper changed social • #firemoneta conversation volume, in the 10 days following the • #firecoffey incident, compared to trajectory, and sentiment previous 10-day period over the course of the crisis • #DismantleDukePlantation

Source: Hinkel, L. Case Study: Monitoring Conversations Around a social Media ©2020 by EAB. All Rights Reserved. eab.com Crisis. Campus Sonar, Aug. 8, 2018; EAB interviews and analysis. How to Apply Social Listening to a Flashpoint 28 Monitor Three Factors to Evaluate Risk and Rightsize Response

Volume Voice Sentiment

Key Questions Key Questions Key Questions

• How often is the university • Who are the primary • Is the conversation being mentioned? influencers driving the positive, neutral, or conversation? negative? • How many people are talking about the issue? • Is the conversation • How is the media covering growing or fading over the conversation? • Which media outlets are time? reporting on it most? • Are there factual • Which institutional inaccuracies that need to actors are involved? be corrected?

Sample Metrics Sample Metrics Sample Metrics • Number of online • Percentage of • Most common words mentions conversation that and phrases references campus • Growth rate of online • Percentage of mentions • Top social influencers conversation that is to engage positive or negative

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Three Challenges to Proactively Addressing Risk

Social Media In-Person Risk Risk Elevation Monitoring is Reactive Monitoring is Siloed is One-Off

“Most campuses are conducting “We know our staff have “Once an office has identified a social media monitoring…but in valuable knowledge we could risk, we struggle to inform 2018 it’s akin to checking use to get ahead of an incident. others on campus. Beyond an your email or responding But we need a set way to email blast here and there, we when someone calls your piece everything together don’t know what to try.” name on the street.” before things erupt.” Vice President for Student Affairs Public University Liz Gross Vice President for Student Affairs Campus Sonar Private University

Decentralized Information Hinders Risk Mitigation 31 Multimodal Campuses Exacerbate Institutional Information Silos

Many Offices Have Access to …But Uncertainty and Confusion Potentially Important Information… Hinder Action

Information Technology “How do I know if this social media post will be problematic? Should I “This racist reddit thread is really do something?” blowing up. Virtual protests are being planned.” “How can I keep track of university Student Center events when everything’s virtual? “Several students are making a political statement and refusing “Who should I tell? I’m not sure to wear masks.” who handles stuff like this.”

Athletics “Why do frontline staff always seem “An athlete just tested positive to know what’s happening on the for COVID.” ground and I’m not in the loop?”

Public Safety Department Actionable info gets lost without “A fraternity is planning an off-campus established expectations on when party this weekend.” and how to elevate potential risks

Collect and Coordinate Information Sharing 32 Four To-Dos to Expand Your Data Points

Cabinet Response Team

Monitor Pulse Track Virtual Events Elevate Risks Debrief Regularly Use social listening data Create mechanisms to track Designate staff for Share key intel at to monitor campus pulse virtual events on campus reporting upwards cabinet meetings

Ex: Earlham College Ex: Georgia Tech Ex: Cornell University Senior leaders are created a social media providing virtual support frontline staff share routinely briefed about dashboard to connect for student groups to concerning activity with potential risks community during register events online Dean of Students; DoS COVID-19 pandemic elevates critical information to senior leaders

Source: EAB interviews and analysis. ©2020 by EAB. All Rights Reserved. eab.com Beyond Social: Gather Early Intel From Campus 33 University of Miami Empowers Partners to Proactively Address Flashpoints

Campus Climate Committee Set Agenda Composed of Purpose Three Simple Questions Keep pulse on climate and catch potential issues early How is my current work and 1 initiatives affecting the campus climate for students? Membership 30 members from a wide variety of student affairs departments Are there any issues that may 2 disrupt the climate on campus? Logistics Six 90-minute meetings per year, with dates set well in advance to Are there patterns or minimize conflicts 3 information that we all may need to address together?

Structure CSAO facilitates open discussion that promotes honest dialogue about emerging concerns

Strengthen Awareness of Potential Flashpoints 34 Risk Briefings Ensure Leadership Awareness and Promote Early Action

1 2 z z Key Benefits

President asks university Communications staff Provides regular forum communications office to monitor emerging for evolving discussions maintain a running list issues, including inbound with leadership of potential flashpoints communications, social media, higher ed trends, Fosters earlier cabinet and national news stories collaboration around risk mitigation tactics 4 3 z z Keeps risks related to climate flashpoints top- Cabinet discusses Every 6 weeks, VP for of-mind across the year emerging issues and Communications briefs prioritizes top concerns president and cabinet Enables longitudinal for risk mitigation and on top 10 flashpoint analysis of emerging early response risk areas areas of concern

Source: EAB interviews and analysis. 1) Public Research University ©2020 by EAB. All Rights Reserved. eab.com Five Common Failure Paths 35 A Roadmap for Improving Campus Flashpoint Preparedness and Response

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The Perils of the Status Quo 36 Two Common Approaches Do Not Promote Quick and Consistent Responses

APPROACH #1 APPROACH #2 Relationship-Based Response No New Team Required

“We are a very close cabinet. I can “We already have so many related always pick up the phone and call teams and task forces…do we whoever I need for any situation.” really need one more?”

Preparation Falls by Wayside as People Existing Teams Fall Short in Scope, Assume Relationships Will Suffice Skill, or Expertise

Assumption that primary actors will Emergency Management Teams are focused remain constant year over year on campus safety and tactical response for true emergencies (e.g., natural disasters) Lack of formal protocols because everything is based on conversations Behavioral Intervention Teams are focused on student behaviors and impact Belief that strong relationships result on campus community in quickly coordinated action Climate Taskforce matches in subject Unrealistic expectation that preparation matter expertise, but often lacks senior will happen when there is leftover time perspective and tactical expertise

Create a Dedicated Rapid Response Team 37 Set a Specific Charter and Flexible Structure to Enable Agile Responses

How to Assemble a Rapid Response Team for Flashpoints

STEP 1 STEP 2 STEP 3 Determine Scope Identify Membership Define Roles Clarify Responsibilities Delineate Tiers Assign Ownership for Next Steps

• Communications vs. • Tier 1: Core members • Who does what as a tactical operations who are always activated crisis unfolds? in climate flashpoints • Specify how this group • Who has final sign-off interacts with existing • Tier 2: Unit-level authority? teams and departments designees and/or subject • What terrain is each matter experts member responsible for?

Key Elements

Define specific Educate campus and Establish internal and parameters for when the address expectations external communication team is activated – and about team scope and channels to receive and when they are not responsibilities disseminate information

Three Key Questions Cheat Sheet for Briefing External Stakeholders about Flashpoint 1. Who internally needs to be aware of what’s happening? SUGGESTED TALKING POINTS Cabinet • Sample Categories and Questions • Trustees Overview • Administrative assistants Short summary of current events and state of campus sentiment

2. Who needs to be able to educate external Understanding the Issue Context around why the flashpoint is stakeholders? happening and potential implications • Admissions representatives Articulating the University’s Response • Alumni relations and development staff Explanation of the response strategy so far and looking ahead into the future • Government relations staff Addressing Top-of-Mind Concerns Guidance on answering difficult questions 3. Who needs to understand how it might affect their daily roles and responsibilities? Longer-Term Initiatives Information about the institution’s ongoing • Cabinet or forthcoming efforts to address related issues • Faculty • Administrators and staff Check out EAB’s FAQ Builder

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Status Quo: Staff Race to Compose an The Result: Time-Consuming Informed Response Each Time and Repetitive Work

What did we say last time? “Every time there’s a controversy on campus, I’m scrambling to pull How do our peers respond to these incidents? together past statements and I’m Googling our peer institutions to find what they’re saying. I feel rushed Similar because we want to issue a statement Incidents Is this flashpoint part of quickly and it’s frustrating because Raise Similar a larger national trend? Questions I’m sure I’ve looked for this information before. There has to be a faster way.”

What should we include Communications Director about related resources? Public University Should we get a comment from the president?

Should We Respond? 41 Lack of Clarity and Varying Perspectives on When and How to Respond

Presidents Split on Speaking Out About Political Issues Inside Higher Ed, 2018 Presidents Survey Aspiration Shared by Many… “I believe the president is a moral leader of the university… I know it’s difficult, but I’d Of presidents reported speaking out more on like them to be more bold about standing 55% political issues in 2017 up for the values the campus espouses.” than they typically do Mark Yudof Former College President

…But Difficult in Execution

“Presidents find themselves having to Of presidents said they make such judgment calls all the time and intend to speak out more 54% about issues beyond in turn they are judged by the quality of those directly affecting those judgments.” their college Anonymous Former College President

Source: Lederman, D. “Leading in Turbulent Times: A Survey of Presidents.” Inside Higher Ed, March 9, 2018; Valbrun, M. ©2020 by EAB. All Rights Reserved. eab.com “Walking a Tightrope on Controversial Speakers.” Inside Higher Ed, May 16, 2018; EAB interviews and analysis. Recommendation #4

Clarify When the Institution Will Respond 42 Set Expectations Before a Flashpoint Arises, On or Off Campus University of Maine System’s Stoplight Framework Simplifies Decision Making for Institutional Statements

Category Sample Issues Process

Institutional Directly impacts Chancellor and GREEN ZONE finances; student the institution presidents can freely and employee Mission Critical and community issue a statement health and safety; campus operations

Time permitting, YELLOW ZONE Does not directly Immigration chancellor and impact the mission policy; labor presidents should Mission Indirect and institution standards; consult with rapid national protests advisory committee

Chancellor and Political events; Unrelated to the presidents should RED ZONE state and federal university’s mission generally avoid policies not related Mission Unrelated or financial stability making statements to the university on these topics

Routinely update framework to be relevant to current campus, national, and global climate

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Incident-Only Response Is No Longer Enough 44 Institutions Face More Pressure to Address the Broader Context

Responses Often Miss Critical Component Illustrative NEXT STEP Responding to Addressing the Flashpoint the Incident Broader Context

• Racial slur is spray- • Bias response team • Little time for ongoing painted onto the main reaches out to related follow up as busy staff sidewalks in the quad student groups move on to next flashpoint • Quickly goes viral on • University releases • No larger community social media, with many statement condemning engagement initiatives students expressing upset the language

Addressing the Broader Context Is No Easy Task

Immediate incident response efforts Difficult to make and communicate are all-consuming progress on systemic issues

Wanting to get it “right” delays a Higher ed processes and decision comprehensive response making is slow moving

Students’ Demands Drive a New Social Justice Process Owners (SJPOs) Structure to Address Concerns Work to Resolve Each Issue

Fall 2015: Black student group presents Faculty and staff selected as SJPOs administrators with 13 demands based on their expertise and authority

Commission on Racial and Social Justice Each SJPO leads a fluid working group forms to address students’ demands of students, faculty, and staff to address a specific issue

Emory pursues related initiatives for SJPOs periodically report back to the other student populations full commission’s executive committee on progress and proposed next steps

“Our goal was to build a structure that could accommodate issues from communities across campus. We want to hear directly from students. We want them to see our progress and know the system works. With this structure, our students went from marching in the street to working collaboratively with institutional partners to address these difficult issues.” Dona Yarbrough, Senior Associate Dean Emory University

©2020 by EAB. All Rights Reserved. eab.com Source: Emory University, Dialogue at Emory, 2018 EAB interviews and analysis. Address the Broader Context, Not Just the Incident 46 Proactively Address Emerging Areas of Concern Using Varied Approaches

Speak Out Facilitate Discussions President wrote an open letter to Tufts University’s College of Civic campus community condemning Life developed a guide for racial injustice happening across facilitated political discussions the country and historically on U.S. in preparation for 2020 election. college campuses.

Track and Report Solicit Solutions Cornell developed an online Crowdsource ideas for university tracking system that reports the initiatives like George Washington status of institutional initiatives on University’s Building Renaming campus climate and diversity. Framework

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