Moments of uncertainty call for a clear, consistent message. While we have all adapted to the Covid-19 pandemic, from online lectures to working from home, emerging strains like the Delta variant and rising cases, despite restrictions, are a setback and need to be handled sensitively when it comes to communicating with your students; prospective or current.

For universities, being able to adapt your message with sensitivity to updates, like the uncertainty around the return to campus and provision of lectures, and to add value is no mean feat, especially with the vast amount of information about the pandemic being circulated faster than it can be responded to. Here are some tips on how you can approach your communications about the crisis, from messaging strategy to tone-of-voice.

Be clear

The students are fed up with the pandemic, and they’re all looking high and low for clarity. Not only are the next few months, but possibly years, of their lives are thrown into disarray by recent developments in varying strains, so the need to be clear in your communications is paramount. 

Although used to concepts like self-isolation and social distancing are no longer new, but speaking in more tangible terms and avoiding buzzwords du jour can bring a sense of calm to your comms. Don’t bombard your audience with the latest Covid-19 jargon, but rather give them clear, actionable advice. 

For example: 

“Practice social distancing and self-isolation” 


“Stay at home, work there if you can. Only leave to get groceries or to exercise”

By making these terms more ‘real’, we take at least some of the fear of the unknown out of the equation, without undermining the importance of the act itself. And if our comms are clear and our message is simple, we distinguish ourselves as a remedy to the information overload. 

Be responsive

Your messaging strategy should be adaptable, always. News on COVID-19 is changing week-by-week. Ads set live one day could be rendered redundant - or indeed insensitive - by the end of the month, and so your copy will need to reflect these unnerving changes of pace and direction. 

The need to be responsive has never been more urgent, which is why our Copy team are working business hours remotely, ready to reframe, rework and rewrite ads as and when needed. Last year, we adapted live ads with one client, shifting the focus of the campaign from business degrees abroad to the flexibility and indeed security of online courses. And we can do it again as the pandemic evolves. 

We’ve even adapted an entire proposition, changing the narrative for one client from one of exploration of another country to rediscovering what you love about your own, and reconnecting with what’s really important. Responding to change in real time makes for real creativity. Embrace the chaos. 

Be sincere

The truth of the matter is, you won’t have all the answers, and that’s actually, scarily, fine. And while universities are places of learning, the rapid changes in guidance and advice from the government mean that you’ll have to be humble as well as adaptable in your tone when speaking to students.

Now isn’t the time for grandiose, sweeping statements, and it certainly isn’t the time to be opportunistic or salesy. Instead, communicate that you are doing what you can, and that you’re there to support students when they need you.

Now is the time to align your messaging with the very best of your institution’s values. Community in the face of isolation, resilience, curiosity; there are so many shared attributes between you and your prospective students that can come to the fore during tumultuous times such as these. Steer clear of the nasty, wartime narrative and language that is becoming increasingly prevalent in the news. This. Helps. Nobody.

If you want to speak to our experts about your content and messaging strategy as we move into 2022, get in touch today.

Be safe!