We were fortunate to attend the PRSA Counselors to Higher Education Senior Summit last week and connect with communications leaders from across the country. While there was a tangible sense of stress about the pace of change and the uncertainty of the past few months, there was also a sense of resolve. Leaders are committed to serving their institutions during an incredibly challenging and critical time. As we reflect on our time at PRSA CHE, here’s some advice we’d like to share about what communications leaders should be thinking about and doing right now.

Strengthen relationships across campus.

Interpreting the string of Executive Orders released in the last two months often requires legal analysis and a nuanced understanding of how they may affect different groups at your institution. Now is the time to ensure you are in regular communication with provosts, VPs of research, student affairs leaders, government affairs and general counsel. If you’re not already, use leadership meeting time to check in on what they’re observing within their departments and their evolving comms needs. Consider building a shared, campus-specific table that tracks EOs and logs notes, concerns and potential changes from key stakeholders.

Clarify when (and why) the institution communicates.

In the current climate, institutional leaders may feel pressure to make statements even when they’re not ready. Remind them what rises to the level of institutional communication and what doesn’t. That doesn’t always mean saying less, sometimes the moment does call for a response. But don’t rush to speak before you understand your position and consider your audience’s needs.

Stay connected in other ways.

If a formal statement isn’t the right move, there are other ways to stay in conversation with your community. Consider hosting town halls to hear questions or concerns. Make sure you’re in touch with the student newspaper and providing accurate, timely updates. And keep your board members informed about how you’re approaching new policies, how you’re evaluating when to respond publicly and how you’re coordinating internally.

Write talking points—even if they’re just “we’re working on it.”

When there’s ambiguity, people start to fill in the blanks. One of the most useful things you can do is write clear, aligned messaging for different audiences even if the message is simply: “We’re learning more and assessing our options.” This ensures frontline staff, tour guides, faculty and advancement officers are speaking the same language.

Seek outside counsel.

You don’t have to do this alone. Whether through a professional network, membership organization or agency partner, talk to someone outside your institution about how you’re planning to respond or whether you should respond at all. The right partner can help you benchmark your approach, gut-check your tone or simply share how others are navigating the same challenge. In a rapidly shifting landscape, a second opinion can bring clarity, confidence and often a different path forward.

Support your team.

Comms professionals are carrying a lot right now. Like many on campus, they’re fielding big questions with few clear answers and doing so under pressure. As a leader, it’s essential to acknowledge the strain and reinforce what’s within your team’s control: staying professional, supporting the institution’s mission and communicating with integrity. It’s also important to name what’s not in their control. Sometimes, giving people permission to let go of what they can’t fix is what allows them to stay focused on the work that matters.

Take a beat before reacting.

In moments of urgency, people look to communicators for information and for steadiness. One of the most powerful things you can model right now is calm. Take a breath before responding, especially when tensions are high. The comms leader plays a critical role in helping others slow down, assess the facts and respond with intention. If leaders show up frantic, others will mirror that energy. If they’re composed and methodical, it creates space for better decisions and more effective communication.

Looking for advice, support or a listening ear as you’re navigating these challenging moments with your team and campus? We’re here to help.