The Transformation of the Digital Communication of Educational Organizations in the Pandemic Period: New Practices and Challenges

Inês Vazão Miguel, Márcia Silva

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

Abstract

The digital transformation caused by COVID-19 broke with classic communication models and brought about profound changes in institutional and marketing communication in educational organizations. In order to respond to this transformation, educational organizations had to quickly change and adapt different communication strategies in view of the current pandemic context. This article specifically focuses on the description of the transformation of digital communication that took place in two private education educational organizations in Portugal, before the pandemic (January–March 2020) and during the pandemic/confinement (March–June 2020). Following a quantitative and qualitative methodology, in the form of a multiple case study, we focused on listening through semi-structured interviews with directors, IT and communication technicians and questionnaire surveys with parents (n = 172) of both educational institutions. The results indicate that the crisis context raised by the COVID-19 pandemic has reinforced the role of communication in educational organizations and has profoundly changed the way of communicating. We conclude that regularity, proximity, clarity, and sincerity of communication increase trust in relation to the service provided. It is recommended that educational organisations adopt strategic co-communication plans and that they favour the use of social media and other online media, with a view to streamlining and flexibilities communication.

Original languageEnglish
Title of host publicationInformation Systems and Technologies - WorldCIST 2023
EditorsAlvaro Rocha, Hojjat Adeli, Gintautas Dzemyda, Fernando Moreira, Valentina Colla
PublisherSpringer Science and Business Media Deutschland GmbH
Pages451-460
Number of pages10
Volume2
ISBN (Print)9783031456442
DOIs
Publication statusPublished - 14 Feb 2024
Externally publishedYes
Event11th World Conference on Information Systems and Technologies, WorldCIST 2023 - Pisa, Italy
Duration: 4 Apr 20236 Apr 2023

Publication series

NameLecture Notes in Networks and Systems
Volume800
ISSN (Print)2367-3370
ISSN (Electronic)2367-3389

Conference

Conference11th World Conference on Information Systems and Technologies, WorldCIST 2023
Country/TerritoryItaly
CityPisa
Period4/04/236/04/23

Keywords

  • COVID-19
  • Digital Communication
  • Educational Organizations
  • Pandemic

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