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University Communication in Times of Covid-19: The Ecuadorian Case

Abstract:

The COVID-19 outbreak has become a worldwide concern for everyone, and specifically for Higher Education Institutions, their students, teachers and those responsible for university public policies. Social distancing is now the primary consideration for any student when deciding where and how to study, reducing their willingness to educate themselves in physical settings with others who may carry the virus. In this context, this article analyzes how the Covid-19 pandemic affects Ecuadorian universities in the form of a communication and marketing trial, and its influence on university actors. The Covid-19 crisis has put the processes of social structures to the test. Communication and marketing are examples of these processes that face an unprecedented and unforeseen situation. In this sense, it is intended to reflect on how the pandemic affects and will condition the practice of university communication, both internal communication and its link with society. Finally, emphasis is placed on the importance of the universities assuming that reputation is a risk, and that this risk must be managed with the techniques and tools of communication, since the pandemic demonstrated higher education institutions the importance of managing relationships of trust with their teachers and students.