Strengthening trust in times of crisis. An analysis of the communication strategies of the UPAO University in the face of Covid-19

Abstract

This work addresses the relevance of external communication in universities during times of crisis, specifically in the context of the Covid-19 pandemic that hit the entire world and due to which human beings, among other things, had to isolate themselves from the rest. of people and radically change their customs and habits. The study carried out highlights how, in moments where the trust of the target audience can shake for reasons external to the institution, communication takes on a decisive role as long as it is worked strategically. Through a mixed research design, a quantitative and qualitative approach was combined, giving special emphasis to a case study on the Antenor Orrego Private University (UPAO) and the request for a return to face-to-face classes that the Peruvian government enacted after a long period of time in which people had to receive or teach their classes from their homes to avoid contagion by COVID 19. In the quantitative analysis, the survey tool was used and focused on measuring the impact and effectiveness of the strategies communicative measures developed by the university to generate confidence in students and teachers prior to returning to face-to-face classes and, thus, try to reduce the natural uncertainty that existed throughout the educational sector; On the other hand, in the qualitative analysis, the in-depth interview tool was used, which provided greater clarity and depth, exploring the perceptions of teachers, students and those responsible for the communication of the educational institution about the strategies implemented, which was expected. of them and the results obtained. The findings indicate that communication campaigns developed strategically, from the beginning, are crucial to building trust in stakeholders during periods of uncertainty and, in general, obtaining optimal results. In this sense, results could be found that showed how the communication strategy of the UPAO University had a positive impact on the generation of confidence in students and teachers through the use of media and communication tools, primarily digital, and a message that was spread without distortion throughout the campaign. The instrumental role of external communication processes is highlighted, based on holistic work, which directly helps higher education institutions to face challenges that require wide-ranging communication in a constant and appropriate manner, and thus collaborate. in not compromising the functioning and reputation of the organization both in times of uncertainty and in times of calm. It should be noted that, although there is a predominance of virtual tools, the use of analog or traditional means cannot be ruled out, since their usefulness is still more than current in many sectors. On the other hand, external communication in universities is not only essential in times of crisis or uncertainty, but it is a powerful tool to cultivate and maintain the trust of stakeholders in any context and in any period of time; For this, it is essential that it be complemented with other actions of the institution, which have the same purpose, and thus maximize its effectiveness. In this sense, communication should not work unilaterally or in isolation and should always align with what is required by the institution.