This case study examines institutional communication of purpose to stakeholders through Facebook during the COVID-19 pandemic. The findings show that the institution attempted to reduce the negative impacts of the pandemic on campus life and student experiences while using the pandemic as an opportunity to re-iterate the importance of its scientific knowledge production, training of professionals, and service to communities. In doing so, it established relationships with multiple publics at a time of crisis, but has run the risk of further losing public trust in science and university as the COVID-19 pandemic has persisted.