In Hard Times, Tell Better Stories

“Uncertainty” has become less of a momentary disruption and more of a permanent fixture in our lives. The news cycle feels relentless. Global crises pile atop one another. And our campuses and communities are grappling with change, loss, and transition.

As higher education communicators, we aren’t just navigating these shifts ourselves—we’re communicating to audiences who are living through them too.

That reality should shape how we show up.

Our audiences are human. They may be tired, grieving, burned out, overwhelmed or all of the above. That truth should change how we tell our stories.

Here are a few reminders I’ve been keeping front and center:

1. Meet people where they are.
In times of uncertainty, empathy is essential. That starts with listening. What are your audiences worried about? What information do they need? What kind of tone feels appropriate? The answer may not be what it was last year, or even last month. Stay flexible and make space for nuance. A message that feels empowering to one audience might feel out of touch to another. Tailor accordingly.

2. Communicate with clarity and compassion.
In an environment of information overload, clear communication is a kindness. People are tired of spin. They don’t want fluff. They want to know what’s happening, how it affects them, and what they can do. Deliver that with honesty and care.

3. Prioritize internal audiences too.
We often think first about students and external stakeholders, but our staff and faculty are audiences, too. And they’re often shouldering extra burdens behind the scenes. Make time to engage your internal community in meaningful ways. Don’t just broadcast information. In times like these, a little humanity goes a long way.

4. Keep showing up.
Uncertainty can make us feel frozen. But silence creates a vacuum—and in that vacuum, fear often fills the space. Keep communicating. Even when you don’t have all the answers. Even when you’re still figuring it out. Your audience doesn’t expect perfection. They expect presence. They want to know that someone is thinking about them and advocating for them.

We are all walking through fog, some days thicker than others. But as communicators, we have the incredible opportunity—and responsibility—to be a steady voice through the haze.