WaterlooCaseStudy – Content Strong Communications

Case Study: The University of Waterloo

Strategic Communication for Renewed Trust and Inclusion

Driving Transformation Through Equity-Focused Communications

Introduction

Following a series of racially charged incidents, the University of Waterloo faced a critical challenge: the erosion of trust with its Black, Indigenous, and People of Colour (BIPOC) community members. Recognizing the need for expert guidance, the university engaged my services to navigate this complex landscape. My role was twofold:

Guide communication: Provide strategic counsel on communicating with BIPOC communities and the broader campus population, fostering understanding and rebuilding trust.
Crisis communication support: Offer expertise and support to the University Relations team in responding to racially charged incidents, ensuring an equity-focused approach and demonstrating a commitment to continuous learning.

For 10 months, I played a central role in leading communication and strategy for the establishment and launch of the University of Waterloo’s President’s Anti-Racism Taskforce (PART). Informed by extensive BIPOC community engagement, PART laid the foundation for a university-wide transformation to address systemic racism.

The challenge: Addressing Systemic Racism and Rebuilding Trust

The University of Waterloo faced a multifaceted challenge:

Fractured Trust: BIPOC community members, including staff, faculty, and students, felt unheard and unsupported.
Communication Gaps: Existing communication channels were fragmented and ineffective in demonstrating the institution’s commitment to addressing systemic racism.
Reputation Management: Negative media coverage and public outcry threatened the university’s reputation as an inclusive environment.
Crisis Response: The university needed guidance on responding effectively to racially charged incidents, ensuring sensitivity and transparency.
Stakeholder Engagement: Building trust and fostering collaboration with the newly formed PART was crucial for its success.

Impact

These challenges resulted in:

Erosion of trust: Damaged relationships with BIPOC community members, leading to feelings of alienation and disengagement.
Reputational damage: Negative perception of the university’s commitment to diversity and inclusion, potentially impacting student and faculty recruitment.
Increased tension: Strained relationships between faculty, staff, and students from equity-seeking groups, contributing to a potentially toxic work and learning environment.

The solution: A Multi-Faceted Communication Strategy

To address these challenges, I implemented a comprehensive communication strategy:

Equity-Focused Consulting: Provided expert advice and guidance to the University Relations team, reviewing communication materials through an equity and inclusion lens.
Crisis Communication Support: Offered strategic counsel on responding to racial incidents, managing media inquiries, and protecting the university’s reputation.
Taskforce Communication Strategy: Developed a comprehensive communication strategy for PART, outlining key messages, target audiences, and communication channels.
Content Creation: Crafted a wide range of communication materials, including speeches, website content, social media posts, and newsletters, to amplify PART’s message and demonstrate the university’s commitment to action.
Stakeholder Engagement: Designed and facilitated engagement sessions with PART members, fostering collaboration and trust.

Implementation Steps

Developed and managed facilitation sessions for PART, ensuring effective communication and collaboration.
Created compelling content across various platforms, ensuring alignment with the overall communication strategy.
Provided strategic counsel on crisis communication, ensuring sensitivity and transparency.
Developed key messaging and coordinated media training for spokespeople.

dynamic Expertise and Value

Equity and Inclusion Expertise: Deep understanding of equity and inclusion principles, enabled the development of culturally sensitive and effective communication strategies.
Crisis Communication Skills: Expertise in managing sensitive situations helped safeguard organizational reputation.
Content Strategy and Creation: Mastery crafting compelling content ensured communications resonated with diverse audiences.
Stakeholder Engagement: Previous experience helped facilitate meaningful dialogue and build consensus among diverse groups.

The results: Rebuilding Trust, Strengthening Reputation, and Fostering Inclusion

Renewed Trust: The university regained trust with its BIPOC community through transparent communication and demonstrable action.
Community Advocacy: Effective communication fostered a sense of ownership and empowered community members to become advocates for the university’s anti-racism efforts.
Enhanced Reputation: The university’s commitment to addressing systemic racism was recognized, strengthening its reputation as an inclusive institution.
Internal Community Building: The formation of PART created a dedicated space for collaboration and action on anti-racism initiatives.
Cohesive Communication: Consistent messaging and language across all platforms reinforced the university’s commitment to change.

Qualitative benefits

Improved relationships with BIPOC community members.
Enhanced reputation as an inclusive university, attracting diverse students and faculty.
Increased confidence among university leadership in addressing complex issues related to racism and equity.

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