Exploring Post-Crisis Sensemaking Among Public Relations Professionals in Higher Education

Public relations professionals in higher education face a myriad of challenges, including managing crises that range from tragic losses to reputational threats. Despite the critical role these professionals play, little attention has been given to their experiences within this sector. This qualitative study examines how public relations professionals in higher education experience resilience sensemaking following a crisis. Using a critical event narrative inquiry approach, focusing on resilience and participants’ retrospective narratives of crisis experiences, this study reveals the complexity of working in higher education, characterized by a profound dedication to institutional mission amid demanding crisis scenarios. Professionals demonstrate a dichotomous resilience, balancing institutional recovery efforts with personal well-being considerations. Additionally, the study underscores the importance of fostering a culture of resilience anchored in the ethics of care framework, which prioritizes relationships, open communication, and mutual support. Practical implications include the integration of empathetic understanding and ongoing dialog into organizational culture to enhance resilience.