Communicating About Violence on Campus: An Integrated Approach (From Violence on Campus: Defining the Problems, Strategies for Action, P 247-272, 1998, Allan M. Hoffman, John H. Schuh, et al., eds. -- See NCJ-186198)

• NCJ Number: 186212
• Author(s): Larry D. Lauer; Carolyn N. Barnes
• Date Published: 1998
• Length: 26 pages
• Sale Source: Aspen Publishers, Inc.
• Publication Format: Book (Softbound)
• Publication Type: Instructional Material
• Language: English
• Country: United States of America

Annotation

In describing an integrated approach to communicating about violence on college campuses, this chapter first defines such communication and then provides a detailed strategy for implementing it, concluding with a case study of its application in the context of a rape at Texas Christian University.

Abstract

An integrated approach to communication involves a holistic approach to organizational communication. Combining marketing, public relations, and advertising, integrated marketing involves the entire organization in communicating consistent messages. Nowhere is the need for integrated communication stronger, nor its value greater, than in communicating about a crisis, such as an incident of campus violence. In times of campus violence, victims as well as the public at large are looking for the comfort and reassurance that come from believing that the people in charge are capable and effective. Rational people understand that violence happens despite the best efforts to prevent it. It is unacceptable, however, especially to parents, when professionals are not prepared to respond to campus violence effectively. Part of an effective response is an effective communication strategy. In providing guidelines for such communication, this chapter first discusses the nature of the news media and the cultivation of media relationships. This is followed by a brief discussion of what is involved in complying with the Federal Campus Awareness and Campus Security Act. This is followed by an explanation of the student disciplinary process and the Family Education Rights and Privacy Act ("Buckley Amendment"). Other issues discussed in the chapter are bringing together key players, preparing for a crisis, the first response, a crisis communications plan, the value of a communications plan, and how to work with the media when a violent crime happens on campus. A case study from Texas Christian University on an integrated approach to violent crime involved all the key players in gathering facts, setting goals, deciding strategies, and implementing decisions; it used all the appropriate media in a total communications effort. 6 exhibits