The statistics are staggering: one in five women will be sexually assaulted during college, according to the National Institute of Justice. A number of factors have converged over the last couple of years to create an environment where sexual assault survivors feel more comfortable coming forward to report the assaults and share their stories publicly. Last April, President Obama created the White House Task Force to Protect Students from Sexual Assault declaring this country, and colleges and universities in particular, must do more to prevent sexual assault and support and care for survivors.
As best practices in sexual assault prevention and response are constantly evolving (including new guidelines from the U.S. Department of Education’s Office for Civil Rights), colleges and universities are being held accountable now more than ever for how they endeavor to prevent sexual assault, support survivors and adjudicate complaints. This is especially true for those institutions where survivors have filed complaints under Title IX (part of the United States Education Amendments passed by Congress in 1972) because they feel their school failed to respond effectively. In fact, last year, for the first time, the Department of Education released the names of 55 institutions under investigation for possible Title IX violations.
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As communicating around the campus sexual assault issue has turned from whispers to outrage to demanding accountability, the response nationwide has been encouraging. Schools have pledged to do better; task forces are being established to recommend policies and best practices; training for students, faculty and staff is being enhanced; new positions are being created to lead that training and provide care, support and advocacy for survivors; and adjudication processes are being improved to support the timely resolution of cases and fairness in the process.
A well-thought-out strategy regarding how to communicate with students, faculty, staff, families and alumni, as well as the media, is critical to how a school is perceived during these times. And the media calling for comment is often how university leadership first learns that a Title IX complaint has been filed against their school. Increasingly it is becoming a matter of not IF but WHEN a complaint will be filed, so here are some communications best practices to keep in mind:
It starts at the top
The commitment to take a hard look at current policies, admit the institution could have done better, create a safer environment for students to report allegations of sexual assault, and how to support them once they do all starts in the President’s office. He or she needs to set the tone for how the school will respond and enact meaningful change.
Be proactive
Take a 360-degree look at what the school is going to do, and take a look at all of the audiences who will care about the issue. That includes students and parents, faculty and administrators, alumni as well as prospective students and their parents. Then consider the best way to engage with each of those. One message does not fit all.
Educate and communicate
Education is paramount when it comes to the requirements of Title IX. It’s complicated and administrators, faculty and students do not universally understand all that it entails. They will benefit from training and regular updates on best practices.
Choose your words carefully
Language matters. Higher Ed institutions are in a very difficult position when it comes to speaking publicly about Title IX complaints against them. Any appearance of challenging the allegations made against the school can easily be perceived as victim blaming. Lawyers have an obligation to make a vigorous defense in a Court of Law. That approach will back fire in the Court of Public Opinion. Communications and legal counsel have to work very closely to find common ground in this regard.
Be transparent
In some respects, this is the hardest one. To be credible and to create an open and honest dialogue — especially with students — college and university leaders have to be willing to ask the hard questions and to hear some feedback that they might not want to.
Colleges and universities are communities where young adults thrive and grow in their individual and combined pursuit of knowledge. When sexual assaults occur, trust among students, faculty, and administrators can break down. That’s why preventing sexual assaults is everyone’s collective responsibility and it starts with communications.
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Ashley McCown is President of Solomon McCown & Company.
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