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The Impact of Digital Communication and PR Models on the Sustainability of Higher Education during Crises

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  • Umut Ayman

    (Department of Public Relations and Advertising, Eastern Mediterranean University, Famagusta 99450, Cyprus)

  • Anıl Kemal Kaya

    (Department of Public Relations and Advertising, Eastern Mediterranean University, Famagusta 99450, Cyprus)

  • Ülfet Kutoğlu Kuruç

    (Department of Public Relations and Advertising, Eastern Mediterranean University, Famagusta 99450, Cyprus)

Abstract

Currently, the world is going through a pandemic, COVID-19, that affects the four pillars of organizational sustainability. At this point, institutions’ sustainability depends on how they handle crisis communication. It seems that institutions that can adapt themselves to changes regarding the usage of digital communication platforms are survivors, and even winners, of this crisis. The general belief concerning education in developing countries claims that these countries are slow in adapting to technological innovations. Being a developing country, North Cyprus has a multi-cultural environment due to the presence of international students in tertiary education. This study explores how two public and two private universities maintained sustainability in higher education during COVID-19 by discussing the public relations models (PR) that they have used regarding digital communication. This study uses a qualitative content analysis and a quantitative method. The paper asserts that the effective usage of digital communication contributes to the sustainability of universities during this crisis. The findings revealed that the posts (text/image/poster) and videos these universities share are more concentrated on either press agentry or the public information model. Yet, a two-way symmetrical model that maintains dialogue within stakeholders is practiced less than the other PR models. Hence, there is a need for the universities to listen to their stakeholders not only in face to face communication but more through digital communication platforms as well.

Suggested Citation

  • Umut Ayman & Anıl Kemal Kaya & Ülfet Kutoğlu Kuruç, 2020. "The Impact of Digital Communication and PR Models on the Sustainability of Higher Education during Crises," Sustainability, MDPI, vol. 12(20), pages 1-15, October.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:20:p:8295-:d:425150
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    References listed on IDEAS

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    1. Zinette Bergman & Manfred Max Bergman & Kiran Fernandes & Daphne Grossrieder & Lea Schneider, 2018. "The Contribution of UNESCO Chairs toward Achieving the UN Sustainable Development Goals," Sustainability, MDPI, vol. 10(12), pages 1-16, November.
    2. Efrat Eizenberg & Yosef Jabareen, 2017. "Social Sustainability: A New Conceptual Framework," Sustainability, MDPI, vol. 9(1), pages 1-16, January.
    3. Lili-Ann Wolff, 2020. "Sustainability Education in Risks and Crises: Lessons from Covid-19," Sustainability, MDPI, vol. 12(12), pages 1-6, June.
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    Cited by:

    1. Maria José Sá & Sandro Serpa & Carlos Miguel Ferreira, 2022. "Citizen Science in the Promotion of Sustainability: The Importance of Smart Education for Smart Societies," Sustainability, MDPI, vol. 14(15), pages 1-22, July.
    2. Rosita Capurro & Raffaele Fiorentino & Rubina Michela Galeotti & Stefano Garzella, 2023. "The Impact of Digitalization and Sustainability on Governance Structures and Corporate Communication: A Cross-Industry and Cross-Country Approach," Sustainability, MDPI, vol. 15(3), pages 1-27, January.
    3. Alejandro Quiroz Flores & Farhana Liza & Husam Quteineh & Barbara Czarnecka, 2021. "Variation in the timing of Covid-19 communication across universities in the UK," PLOS ONE, Public Library of Science, vol. 16(2), pages 1-25, February.
    4. Dorit Zimand-Sheiner & Shalom Levy & Eyal Eckhaus, 2021. "Exploring Negative Spillover Effects on Stakeholders: A Case Study on Social Media Talk about Crisis in the Food Industry Using Data Mining," Sustainability, MDPI, vol. 13(19), pages 1-16, September.

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