Integrated Layered Crisis Communication Model (ILCCM) in Managing University Conflict: A Mixed Methods Study at the University of Eldoret

Abstract

This study investigates communication strategies in managing university-based conflicts and introduces the Integrated Layered Crisis Communication Model (ILCCM) as an empirically grounded contribution to the field of communication and conflict management. Conflicts in university unions often escalate due to poor communication, lack of transparency, and misalignment between management and union expectations. Utilizing a mixed methods approach, quantitative surveys and qualitative interviews were conducted among University of Eldoret management, staff, and union representatives. Findings revealed multi-layered communication challenges, inadequate message adaptation, systemic weaknesses, and mismatched crisis responses. The ILCCM, integrating Systems Theory, Communication Accommodation Theory (CAT), and Situational Crisis Communication Theory (SCCT) through the lens of Onion Theory of Conflict, provides a comprehensive framework comprising four interrelated phases: layered communication, strategic adaptation, systemic response and crisis-type strategies for layered, strategic, and systemic communication. By introducing ILCCM, the study offers a proactive, context-sensitive approach to conflict management as well as an innovative framework for scholars and practitioners in communication and conflict management, emphasizing tailored messaging, coordination across stakeholders and adaptive crisis communication training, transparent feedback mechanisms mediation structures, cultural sensitivity programs and employee support systems while enhancing institutional trust, conflict resolution, and organizational productivity.