COVID-19 and International Students: Implications for Crisis Communication Strategies in Higher Education

Abstract

This study examined universities’ COVID-19 communication to international students and the students’ perceptions of the communication utilizing Situational Crisis Communication Theory (SCCT). Data was based on content analysis of communication by four Louisiana universities from January 1 to July 31, 2020. International students’ perception of communication was gathered through a series of focus groups with international students. The results indicated that, in general, the communication strategies employed by the universities are consistent with SCCT. While there was a sense of chaos in the early communication, the international students were generally satisfied with the communication. Further, the findings underscored the need for higher education communication professionals to communicate regularly and in a compassionate tone to maintain their credibility among international students.