#BetterTogether: examining race-related crisis communication on a university campus

Abstract

ABSTRACT This case study examines crisis communication during a series of racial incidents at the University of Oklahoma (OU) using the discourse of renewal theory and corporate responsibility to race (CRR) theory. Crisis messaging analysis showed organizational learning, ethical communication, prospective vision, and engaging rhetoric differences. OU’s crisis messaging differed greatly from its mission statement’s DEI goals. Conversely, several campus organizations more successfully communicated relationship management and emotional intelligence than OU. Comparison to preceding leadership during previous racial incidents showed stakeholders perceived previous racial incidents were better handled. Our study expands on discourse of renewal and CRR by showing key stakeholders – students, faculty, staff, and alumni – want racial incidents handled swiftly and decisively, with a clear university-level commitment to DEI efforts. In a U.S. higher education climate fraught with anti-DEI sentiment and tense racial relations this study shows the responsibility of leadership in responding to racial crises and stakeholder-preferred responses.