Fuller, Matthew B2021-05-212021-05-212021-052021-03-05May 2021https://hdl.handle.net/20.500.11875/2991The purpose of this phenomenological qualitative research study was to examine communication strategies and best practices utilized by higher education leaders during and after active attacks at their institution. Four leaders who worked at 2 or 4-year institutions in the United States in the marketing and communications department and the emergency management office were interviewed regarding their communication response to the attacks that occurred on their campuses. Structural coding and content analysis was used to analyze the interviews and revealed eight themes: (a) notifications, (b) response, (c) role, (d) lessons learned, (e) preparedness, (f) rumors, (g) media, and (h) reputation. These themes highlighted the important policies, procedures, and strategies that higher education decision makers should include in their crisis communication plans. By creating and implementing plans to include strategies mentioned in this study, decision makers can protect their stakeholders and reduce reputational damage to their institution.application/pdfenCrisis communicationsEmergency managementActive attacksHigher educationSchool shootingEmergency notificationsThesis2021-05-21