COVID-19 and strategic communication with parents and guardians of college students

Abstract

In the spring of 2020, the COVID-19 pandemic caused colleges and universities in the United States to transition from face-to-face to remote learning. Academic leaders need to understand how to better serve both their customers (parents) and their consumers (students) after this disruption in the academic business model. Strategic communication will be critical for rebuilding this industry sector. Taking a snapshot of communication patterns in the midst of change provides a baseline for future decision-making. This study builds on literature regarding emerging adulthood, family communication patterns, and crisis communication to examine two areas: (a) communication between parents/guardians and their students, and (b) communication between the institution and parents/guardians. In a study of 525 parents/family members, communication patterns reflect differences in stages of progression through the developmental stage of emerging adulthood. Digital communication tools dominated family communication and video calling increased. Parents/guardians of students who plan to return to their former institution were most satisfied with crisis communication, communication across the student life cycle, and measures of institutional quality. Parents/guardians of those who graduated were least satisfied on most measures. The potential for future philanthropy was relatively high across the sample. Recommendations are provided for applying insights to other strategic communication contexts.

Keywords

• covid-19
• strategic communication
• family communication
• emerging adulthood