Aside from your responsibilities to your students, a university’s primary objective is innovation. Whether that innovation is isolated to your research teams or it drives your broader approach to education is a matter of policy and, eventually, brand. Not every university needs to be at the centre of the revolution in how we learn. And not every exciting-sounding buzzword – innovation included – necessarily has to be the driving force behind your brand decisions. Values like prestige, legacy and resilience are just as valid in a crisis as at any other time.
It’s all a question of positioning. What matters is whatever is driving student behaviour; how they see you and how they see your competitors.
Perhaps we’re also sidestepping the fact that its leadership teams that have, ultimately, shaped the sector’s response to the crisis. That response and everything that is going to come afterwards is a matter of change management. That’s why, this week, we’re talking about four crucial concepts that can help your comms team to establish your ‘new normal’.