Abstract:

Colleges and Universities nationwide experience various crisis situations on a daily basis. With the prevalence of these crisis situations, there is a need for the dissemination of information in a timely, and accurate manner. Traditionally, reporting an emergency on campus has been limited to 10 digit phone number, blue light phones, and walk-ins at the office of public safety. As technology grew email, text message and automated voice telephone messaging systems were implement on some campuses.

The 21st century learner and public often demand lighting fast information; especially, in a crisis situation. Social media and mobile applications use increases during a crisis event (Red Cross, 2012). It is no longer enough to simply have a crisis communication plan that uses only traditional channels to disseminate information. Following these trends, college and universities must stay abreast of contemporary technology measures to create new crisis communication opportunities in lieu of mitigation, preparedness, response, and recovery. Crisis communication has three distinct purposes: to protect the institution facing the challenge, communicate the issue to the public and maintain the reputation of the institution (Simon, 2012). Universities should constantly be updating, and assessing their commination and emergency plans. In fact, Baker and Yoder (2012) suggested that “failure to update the Virginia Tech crisis communication plan after several “false alarms” events that occurred in days leading to the tragedy in 2007 hindered the efficiency of communication to students on campus during the tragedy.” Having a crisis communication plan and regularly evaluating it will decrease confusion and reporting errors (Veil, Buehner, & Palenchar, 2011). McSwain (2015) indicated that it will ensure that internal departments, staff and faculty who directly work with students or the affected population will be prepared to answer questions, provide direction and present a clear consistent message to the public and greater university community.  Jackson State University (JSU) has created a unique brand in the IPad Program. The IPad initiative aligns with the university’s mobile-learning strategy and is designed to support student success by empowering innovative teaching and student creativity. The program is the largest mobile-learning strategy of its type in the country. This educational program has allowed JSU to create a unique brand that successfully engages the first-year students and helps set the tone for their entire educational experience. With this in mind, mobile apps serve as an integral facet for learning and daily exchanges of information. Updating the JSU APP with an Emergency Crisis Manager APP would continue to give the University a clear distinction as an innovator of technological use in higher education, especially among Historically Black Colleges and Universities (HBCU’s).

Keywords:

HBCU, Urban University, Higher education, psychology, emergency preparedness, communications, mobile technology, iPad.