Crisis Communication in Higher Ed: Pepperdine’s Wildfire Response

When it comes to crisis communication in higher ed, having a plan isn’t enough. 

It’s how you execute that plan—with clarity, empathy, and authenticity—that determines whether your community walks away traumatized or reassured.

That truth became all too real for Pepperdine University this past winter when wildfires swept through parts of Southern California, surrounding their Malibu campus. 

But what unfolded next was a masterclass in crisis communication in higher ed, driven by preparedness, faith, and human-centered leadership.

On this episode of The Higher Ed Marketer, we sat down with Michael Thomas, Vice President for Integrated Marketing Communications at Pepperdine University. 

What he shared wasn’t just compelling—it was a blueprint for how higher ed institutions can redefine the way we prepare for and respond to crises.

A Crisis That Hits Close to Home

While many universities across the country may prepare for disaster, few face it as routinely and as intensely as Pepperdine.

“When you live in Malibu, fire is a part of the landscape,” Michael said. “But it doesn’t make it easier.”

The Franklin Fire broke out just half a mile from the Pepperdine campus in December. 

Michael recalled waking up in the middle of the night to the sound of the family’s white noise machine shutting off due to a power outage—and moments later, seeing the flames out his window. 

Within two hours, the fire had reached the edge of campus.

But Pepperdine’s Emergency Operations Committee (EOC)—led by Executive VP Phil Phillips—sprang into action. 

The university had planned for this moment for years. 

From fire-resistant construction materials to water reservoirs placed specifically for fire helicopters, every element of campus was designed with fire in mind.

And when it came to communicating with their community? 

Pepperdine didn’t just meet expectations—they exceeded them.

Shelter in Place: A Bold but Thoughtful Strategy

One of the most unique aspects of Pepperdine’s crisis response is their Shelter in Place protocol. 

Rather than funneling thousands of people onto congested roads in a moment of panic, students, faculty, and staff are directed to specific buildings on campus—fully stocked with food, water, and safety measures.

“It’s high touch,” Michael said. “We weren’t satisfied with just sending out an email. Every single door was knocked on, including the 120 homes where faculty and staff live on campus.”

This wasn’t just about following a crisis playbook. It was about ensuring people not only were safe—but felt safe. 

That distinction guided every communication decision the EOC made.

“You can be safe and still feel like you’re not. We wanted our community to know they were prepared, cared for, and not alone.”
—Michael Thomas

That holistic approach to safety—informed by Michael’s background in psychology—led to intentional messaging that addressed emotional well-being, not just physical logistics.

For more insights on managing crises in higher education, consider reading 5 Crisis Management Tips for Higher Ed Marketers.

Communication Rooted in Faith and Values

What really stood out to me in this conversation was Pepperdine’s bold decision to infuse their faith-based values into their crisis communication.

Rather than stick to cold, institutional updates, Pepperdine’s president sent letters of encouragement, expressing hope, gratitude, and spiritual reassurance.

“We don’t wait for a narrative to be created,” Michael told us. “We create culture through our values.”

One of the most moving moments came the morning after the fire. 

Michael looked up at the hillside above campus—blackened and scorched—and saw something incredible: the white cross that sits at the summit of campus was still standing.

“I thought, ‘This is meaningful. I need to capture this,’” he said.

So he hiked up the charred mountain, filmed a simple video, and shared it. 

That video—just a few seconds long—resonated far beyond what anyone could have imagined.

“It was a community reeling from a fire that needed hope. And this symbol—a cross untouched—became that for so many.”
—Michael Thomas

The video went viral, eventually reaching over 40 million people and even catching the attention of celebrities and media outlets across the country.

It wasn’t just a moment of faith. It was a moment of shared humanity, captured and communicated with authenticity.

Transparency, Technology, and Telling the Whole Story

From emergency alert systems to media statements, Pepperdine used every tool available to keep their community informed.

Through platforms like Everbridge, they could simultaneously send texts, emails, and phone calls. But they also used social media—a shift from how they would have handled things six years ago, Michael admitted.

“Parents, alumni, faculty, students—the public is watching how we deal with crisis,” he said. “Social media is part of our crisis communications ecosystem now.”

And transparency is non-negotiable.

“We don’t just want to say people are safe. We want them to see that we planned for this, that we executed it well, and that we care,” he said.

That human-first approach—grounded in authenticity and clarity—creates trust. And as we’ve talked about before on this blog, trust is the real currency of modern marketing.

For a deeper dive into managing an institution’s reputation during crises, check out When Crisis Hits: Reputation Management in Higher Education.

Leading with Authenticity—Even When It’s Risky

Later in the episode, we shifted the conversation to talk about Pepperdine’s renewed emphasis on its Christian identity as part of its broader brand positioning.

This wasn’t a reactionary move. It was a return to their founding vision—a deliberate decision to lead with who they are and what they stand for.

“Academic excellence and Christian values—those are non-negotiables for Pepperdine,” Michael shared.

The goal wasn’t to market their faith for enrollment gain. It was about transparency.

“It’s never good to surprise a student. If someone comes here and didn’t know we were a Christian school, that’s a failure on our part.”
—Michael Thomas

And it’s working. 

Despite declining applications across California and a notable drop in international student interest, Pepperdine’s domestic undergraduate applications are up by 11–12% this year.

That kind of growth doesn’t come from generic messaging. 

It comes from speaking clearly and consistently about who you are and what students can expect from your campus culture.

For strategies on attracting mission-fit students, you might find 3 Key Strategies to Finding Mission-Fit Students helpful.

Crisis Response Is Brand Building

What struck me most about Michael’s approach is this:

Every communication—even in crisis—is an opportunity to reinforce your brand.

Whether it’s a wildfire, a campus emergency, or a tragic event, the way we communicate matters. 

People don’t remember the data points. They remember how they felt.

And when you lead with preparation, execution, and hope, you’re doing more than managing a crisis—you’re building long-term trust.

“Authenticity over curation. That’s the key to crisis communication in higher ed—and to everything else, honestly.”
—Michael Thomas

For more on building institutional trust and emotional connection, read How to Build Brand Trust.

Final Thoughts: What We Can All Learn from Pepperdine

Not every university will face a wildfire. But every university will face a crisis at some point.

Pepperdine’s story shows us what’s possible when you combine tactical preparedness with empathetic leadership and values-based storytelling.

Here’s what we can all take away:

• Plan like your community depends on it—because they do.
• Don’t just communicate—connect.
• Tell your story before someone else tells it for you.
• Be bold about your identity, even when it may not please everyone.
• Be human, always.

To hear Michael’s full insights, tune in to Episode #202 of The Higher Ed Marketer podcast now!

If your institution doesn’t yet have a comprehensive crisis communication strategy—or if your messaging feels too corporate and not human enough—it may be time to revisit your approach.

And if you’re wondering how to do that, that’s exactly the kind of thing we love helping schools figure out here at Caylor Solutions.

Need More Than a Plan? You Need Tactical Execution

When wildfires hit near campus, Pepperdine University didn’t scramble—they activated. 

Why? Because their crisis communication strategy was already backed by tactical execution.

At Caylor Solutions, we help colleges and universities move from idea to impact with detailed action plans and hands-on implementation support that make your strategy work when it matters most.

Whether you’re building out emergency communications, rolling out a new brand identity, or launching a student engagement campaign, our Tactical Execution services ensure that you’re not just planning—you’re doing.

From creative services to multichannel campaigns to aligning with trusted solution providers, we help you move fast and communicate clearly—especially in moments when clarity is critical.

Because in higher ed, the way you execute defines how your audience feels—and how they’ll respond.

👉 Ready to turn strategy into action? Contact us today for a custom proposal.

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Featured image via pepperdine.edu
Students on campus image via ChatGPT