Compassion on Campus: Communicating During Challenging Times

Editor’s Note: Mark D. Weinstein, chair of PRSA’s East Central District, shared the following with District members in February. 

Shaping public opinion. Implementing internal communication strategies. Creating a communications plan. Managing media.

As PR professionals, we experience a myriad of opportunities in our work. It’s what makes working in PR so enjoyable and rewarding.

However, there is another role that stood out to me in recent days that is most challenging yet equally vital — communicating during a crisis.

On Jan. 29, the news broke of a tragic collision in Washington, D.C., involving an American Airlines flight and an Army helicopter. Like many others, I watched the coverage with deep concern, praying there would be survivors. Sadly, there were none.

What made this particular crisis more personal was the heartbreaking realization that one of the victims was a Cedarville University student — Grace Maxwell, a junior majoring in mechanical engineering. I knew that I had to step into the role of communicator — but I also knew I was grappling with the weight of profound emotion. How does one honor the life of a student while ensuring clear and compassionate communication with those affected?

As we worked through a course of action, the question of “how should I communicate in this crisis” became central to our efforts. Here are some steps that guided us as we navigated this difficult moment:

• Held a strategy meeting 

We quickly gathered as a team to discuss the best approach for communicating the news of Grace’s tragic passing to our campus community — faculty, staff, students and the media.

• Prepared an official statement 

We drafted a carefully worded statement from the university, ensuring that it was respectful and informative. At the core of our message was to honor Grace Maxwell and her family. This statement was shared with the campus and distributed to local, state and national media outlets.

• Held a private meeting for close friends 

We coordinated a space for Grace’s closest friends, particularly those in her residence hall, to process and receive support.

• Organized an all-campus chapel 

The next morning, our president addressed the campus community in a heartfelt chapel service. (Cedarville is a private Christian university.) Media outlets were invited, with 10 attending to ensure the coverage was respectful and appropriate.

• Conducted a post-chapel news conference 

Following the service, a press conference was held with our vice president of marketing and communication, student body chaplain and two of Grace’s closest friends, who shared their thoughts and reflections. The most heartfelt news report was by Kate Siefert from WSYX TV (ABC-Columbus), who captured the emotions of the chapel service.

Throughout this process, I was reminded of just how difficult it is to communicate in such a delicate and emotionally charged situation. It requires not only strategic planning and teamwork, but also the ability to navigate through emotions while maintaining clarity and professionalism. Every detail counts — timing information correctly, choosing appropriate channels, and above all, being sensitive to those affected.

Reflecting on the job of our communication team, I’m sure there are aspects that could be improved. But overall, if the goal was to honor Grace Maxwell, communicate with the campus community and provide support, then our work was successful.

As you know, a crisis can arise across all industries, and the same principles — clarity, empathy and strategic communication — apply whether it’s a university, corporation or nonprofit.

In good and challenging times, I encourage you to stay focused in your roles and communicate with intentionality and excellence.