Five Things I Wish Every University Leader Knew Before a Crisis Hits

When I look back on my time leading communications and marketing at Limestone University, I think first about the incredible stories we were able to share about students, faculty, and alumni. But I also think about the harder days, the ones that tested us as a campus community. 

We faced student deaths that broke hearts, misconduct from a former employee that reflected negatively on the institution, severe weather that disrupted operations, and even students getting into trouble with law enforcement. None of it was easy, but those experiences taught me a lot about what it really takes to lead during a crisis.

If I could sit down with every university president or senior leader, here are five things I would want them to know before that dreaded phone call ever comes.

1. Silence is not safety

It might feel safer to wait until you have every detail nailed down before saying anything. The truth is, silence almost always backfires. Rumors travel faster than facts, and people will fill the void if you don’t. Even a short, honest update is better than nothing.

2. Relationships are your lifeline

In a crisis, your relationships matter just as much as your messages. The trust you’ve built with students, faculty, staff, alumni, and the local community will carry you through the storm. And that includes the media. Having open and honest relationships with local reporters can make all the difference. If they already know you as a straight shooter, they are more likely to give you a fair shake when the headlines are tough. At Limestone, I saw firsthand how consistent communication during normal times made it so much easier when the difficult moments arrived.

3. Your team needs clarity, not perfection

Leaders often get stuck searching for the perfect response, but that delay can leave your team spinning their wheels. What people really need is direction, even if it is not flawless. Give them a clear path, then adjust as more information comes in.

4. The effects echo far beyond the moment

Crises don’t just end when the emails stop or the cameras leave. A student tragedy can weigh on a campus for years. A headline about misconduct can resurface long after you think it has passed. Leaders have to think beyond the immediate response and prepare for how the situation will shape reputation, trust, and morale well into the future.

5. Leadership cannot be delegated in a crisis

This one is big. Too often, communications teams are left to carry the weight while the top leaders step back. And while communicators are vital, during challenging moments, people expect the message to come from the very top of the organization. In times of uncertainty, people want to hear directly from the institution’s highest leader. The best leaders don’t leave their teams holding the bag. They stand beside them, take responsibility, and model the kind of calm and steady leadership the community needs.

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 Crises are going to happen. No institution or organization is immune. What matters is how leaders respond when the pressure is on. My time at Limestone showed me that preparation, honesty, and compassion are the three things that truly matter most when everything feels uncertain.

The day will come when everything feels uncertain, when the pressure is high and every decision matters. In that moment, true leadership shows itself not in words on a page but in presence, courage, and steady action. The people you lead will look to you for clarity and calm, for confidence and direction. The question is not if that day will come, but whether you will be ready to stand at the front, guide with purpose, and shoulder the responsibility alongside your team.