The dual imperative: Crisis response and reputation stewardship

In an era of heightened scrutiny and rapid information dissemination, higher education institutions face increasing pressure to respond swiftly to crises while safeguarding their long-term reputational capital. This paper explores the strategic integration of crisis communications within reputation management frameworks, offering insights into how universities can navigate immediate challenges without compromising their enduring brand values. Drawing on the experience of the University of Glasgow, alongside communications theory, it proposes an approach for resilient and values-driven crisis response that supports long-term reputation enhancement. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.