University Crises in Africa: A Situational Crisis Communication Theory Case Study of Daystar University, Kenya

Abstract

While disruption of learning has become a common, almost a permanent feature, of universities in Africa, crisis response strategies in these organisations remain understudied. This article reports on a case study which focused on Daystar University (DU) in Kenya that was plunged into a crisis leading to its closure when students boycotted lectures to protest poor infrastructure and fee increment. The study used Coombs Situational Crisis Communication Theory (SCCT) to analyse crisis response strategies utilised at DU. The study found that the reputational threat was severe and that the university identified with the victim cluster in its crisis response strategies to protect its positive reputational history. Specifically, the SCCT deny response strategies were applied in DU's initial communication utilising the corresponding scapegoat tactic. But later, deal response strategies were applied although ineffectively. Thus, the research recommends that in future, DU should broaden its crisis response strategies in order to effectively reach all constituencies and protect its reputational capital.