The Good, The Bad and The PR Strategies of the SHU Transition

This weekend I participated in the class Twitter live chat, in which the conversation was focused around the hashtag, #SHUTransition. (This hashtag is in relation to the recent news of Seton Hall University President Gabriel Esteban being appointed as the new President of DePaul University). The news was made public on Thursday, Feb. 16.

I learned many things while participating in the live chat. First, I learned the many differing opinions my fellow classmates had on what strategy they would have preferred the school utilize when addressing the rumors. There are rumors circulating around social media about who is in line to be the next SHU president and after reading other’s views on how this issue can be addressed, I learned about the many ways the school can tackle the topic. Some classmates suggest that Dr. Esteban address these rumors on a blog or straight through the school’s various social media outlets.

Second, I learned that although there are many differing opinions on this particular issue, the main issue is the one-way communication system that seems to be the root cause of distress among concerned students. As expressed by one of my classmates (Molly Meller tweeted about this as well), although SHU is answering some lingering questions, the best course of action should be having an open dialogue about the transition. This is huge news for the university, therefore it is no surprise students would have questions and concerns, and SHU should give students a more reliable platform to express themselves that opens a dialogue with the school.

Lastly, I also learned the importance of reviewing the communication strategies used and in this particular case, what was lacking as well.

Overall, I enjoyed the live chat and the experience turned out to be insightful and helpful. Being able to respond interchangeably with fellow classmates and with the class Twitter, it helps broaden the conversation. Also, seeing what other students have to say about the communication strategies or lack thereof, helps me better understand the different processes or simply what other’s opinions are.


Here are the tweets I posted during the live chat:

In response to the class Twitter account:

In response to another classmate’s tweet:


My favorite tweets from the live chat comes from another classmate:

Olivia makes a great point about why SHU decided not to announce the news on Instagram, despite having a wide following.  News this monumental to the school should be published on all social media platforms, but apparently SHU decided to leave Instagram outside of the social media strategy. This begs the question, “why?” This also leads in to my next favorite tweet…

She states that Instagram comments are “uncontrolled,” therefore they wanted to “minimize the inevitable negative feedback.” Personally, I think the feedback continues to be a well-mixed bag of both positive and negative, therefore who’s to say the reason for not posting it to Instagram was aligned with this is in mind. Although, she makes a good point about Instagram being “uncontrolled.” By this, I believe she means that comments allow others to see what fellow students are saying, which could easily misconstrue the varying opinions if it is not addressed accordingly.


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