If a significant event were to happen within the Syracuse University community, the administration should consider using a video response to more powerfully have its message resonate with students.

Patrick Sims, the vice provost of the University of Wisconsin for diversity and climate, made a nine-minute video last week in an emotional reaction to a hate crime on the Madison campus. In the video, Sims described what happened and — while visibly struggling to describe how disappointed he was — said “no letter from the provost,” chancellor or vice provost would prevent what he called a “cowardly act.” As of Monday night, the video had about 11,300 views.

At SU, an email is expected during times when the campus community is engaged in a collective conservation — whether that is regarding inclusivity, student safety or the achievements of the university. But even with bolded words and italicized phrases, email correspondence may not be enough in certain situations that warrant an administrative response. And in these cases, the consideration of a video message may offer the administration a very digestible outlet for complex topics that may be facing the university.

Pushing the bar past a strongly-worded email has the capacity to add a human element to what may be very personal situations for students, staff and faculty. Establishing this level of connection provides the opportunity for a stronger communal bond in which the sentiments of administrative members have the potential to be visibly communicated to demonstrate urgency, emotion and clarity.

The use of video also makes it clear to those who watch them that the administrative member is actively involved in the respective campus discussion rather than only contributing to a general message signed off by several names students may not even be able to put a face to.

At Wisconsin, Sims’ video gained enough traction that a follow-up video was posted Friday in response to many asking him what they should do after the hate crime as a campus member. And in starting a successful dialogue through the initial video, Sims had the opportunity to encourage students to talk to one another about racial issues on campus to ultimately create a more inclusive campus.

Though the incorporation of videos into SU’s communications should only be carried out when appropriate to not undermine the power of the message, the administration should reflect on Sims’ example and evaluate the ways in which this form of response would have its ideas better resonate with students in ways that text cannot.