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University Social Responsibility & Crises: A Study of USR Communication during COVID-19.

Record Type:	Electronic resources : Monograph/item
Title/Author:	University Social Responsibility & Crises: A Study of USR Communication during COVID-19./
Author:	McMickell, Althea R.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2021,
Description:	98 p.
Notes:	Source: Masters Abstracts International, Volume: 83-09.
Contained By:	Masters Abstracts International83-09.
Subject:	Communication. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28864153
ISBN:	9798790641503

University Social Responsibility & Crises: A Study of USR Communication during COVID-19.
McMickell, Althea R.

University Social Responsibility & Crises: A Study of USR Communication during COVID-19. - Ann Arbor : ProQuest Dissertations & Theses, 2021 - 98 p.

Source: Masters Abstracts International, Volume: 83-09.

Thesis (M.F.A.)--University of Nebraska at Omaha, 2021.

This item must not be sold to any third party vendors.

The COVID-19 pandemic has become the defining crisis of our time, during which universities have responded with increased contributions to society, from a rapid shift to online instruction to producing much-needed medical equipment. However, little research has focused on how universities communicate social responsibility efforts to stakeholders during times of crisis. This research aims to understand how universities have responded to the COVID-19 pandemic through a stakeholder-centric, university social responsibility (USR) lens. Using the qualitative content analysis methodology, the publicly available crisis communications of three public universities during the first 15 months of the COVID-19 crisis were examined. Analysis revealed three major themes: the expression of crisis ethical standards with USR messaging, framing the concept of community, and efforts to protect and enhance reputation. Results of this research suggest that universities tailor USR messaging based on target stakeholder group. Voluntary level USR messaging and reputation-enhancing communication tactics were more likely to be used when targeting community stakeholders, while survival level USR messaging was more likely to be used when targeting employees and clientele. Results also revealed that universities employed various communication tactics to enhance or protect their reputation, including the reservoir of goodwill, issue congruence, and strategic and provisional communication. Finally, the results revealed that the interplay between USR messaging and the expression of ethical standards that become prominent in times of crisis (humanism and care, accountability and responsibility, and access to information) were a key differentiator between the universities USR communications. While future research is needed to determine how stakeholders perceive these various messaging strategies, this research asserts that USR can be utilized as more than simply a reputation-enhancing tool, and that during times of crisis USR can help organizations prove their commitment to stakeholders and to the USR values they tout.

ISBN: 9798790641503Subjects--Topical Terms:

524709
Communication.
Subjects--Index Terms:

Communication

University Social Responsibility & Crises: A Study of USR Communication during COVID-19.
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500 $a Advisor: Tyma, Adam.
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520 $a The COVID-19 pandemic has become the defining crisis of our time, during which universities have responded with increased contributions to society, from a rapid shift to online instruction to producing much-needed medical equipment. However, little research has focused on how universities communicate social responsibility efforts to stakeholders during times of crisis. This research aims to understand how universities have responded to the COVID-19 pandemic through a stakeholder-centric, university social responsibility (USR) lens. Using the qualitative content analysis methodology, the publicly available crisis communications of three public universities during the first 15 months of the COVID-19 crisis were examined. Analysis revealed three major themes: the expression of crisis ethical standards with USR messaging, framing the concept of community, and efforts to protect and enhance reputation. Results of this research suggest that universities tailor USR messaging based on target stakeholder group. Voluntary level USR messaging and reputation-enhancing communication tactics were more likely to be used when targeting community stakeholders, while survival level USR messaging was more likely to be used when targeting employees and clientele. Results also revealed that universities employed various communication tactics to enhance or protect their reputation, including the reservoir of goodwill, issue congruence, and strategic and provisional communication. Finally, the results revealed that the interplay between USR messaging and the expression of ethical standards that become prominent in times of crisis (humanism and care, accountability and responsibility, and access to information) were a key differentiator between the universities USR communications. While future research is needed to determine how stakeholders perceive these various messaging strategies, this research asserts that USR can be utilized as more than simply a reputation-enhancing tool, and that during times of crisis USR can help organizations prove their commitment to stakeholders and to the USR values they tout.
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