In Case of Emergency: Advice From Campus Leaders

Have a plan. Presidents should assemble a group of advisers whom they can call on quickly in a crisis, says James H. Newberry Jr., a lawyer who counsels colleges. The group should include senior administrators as well as communications and social-media specialists. Looking for outside public-relations help at the last minute could delay a response by several news cycles, and “that’s a killer,” he says.

Think before you speak. It is important for leaders to respond quickly to a controversy, but an ill-considered response can make matters worse. “Attempt to respond in substance very quickly, and it’s easy to make a mistake or overlook something,” says Cornelius M. (Neil) Kerwin, president of American University. A quick statement that sounds tin-eared or clueless about the issue at hand can prompt a reaction that makes things even more contentious. Then, says Mr. Kerwin, “you begin to lose control over your own narrative.”

But don’t overthink. Academics tend toward deliberation and lengthy, nuanced answers, which don’t often cut it in a situation stoked by social media. “Brevity and specificity and directness are highly valued,” Mr. Kerwin says.

Give empathy, and you might get empathy. “The first thing you have to be able to project is that you’re listening, you understand, and you’re empathetic,” says Robert Moore, president of Lipman Hearne, a marketing-and-communications firm that works with colleges. Even if a leader doesn’t have all the answers to a controversy right away, “if you are seen to be somebody who is sincerely trying to get to the bottom of things and understand the underlying issues, you’re given a little leeway.”

Stay focused. Controversies on campus may play into larger societal problems, but it’s important for presidents to stay focused on the people connected to their institutions, says Rita H. Cheng, president of Northern Arizona University. She advises against getting “tied up in the larger, national political agenda, but really looking at the facts and the current on-campus needs.”

Lee Gardner writes about the management of colleges and universities, higher-education marketing, and assorted other topics. Follow him on Twitter @_lee_g, or email him at lee.gardner@chronicle.com.