The COVID-19 global pandemic highlighted the dire need for institutional leaders to implement robust crisis communication strategies. Institutions risk damaging their reputation and relationships with constituents if their communication falters during a crisis. The purpose of this holistic single case study was to explore the appearance of the four elements of the discourse of renewal theory in the communication strategy of one university's leadership team during the lockdown phase of the COVID-19 global pandemic. This study examined the crisis communication tactics utilized by Baylor University during the unprecedented COVID-19 global pandemic, aiming to identify and explain the most effective practices. The study used Sellnow et al.'s (2022) discourse of renewal theoretical framework and involved collecting and analyzing data from archival email communications, participant interviews, and social media videos. The archival email communications, participant interviews, and social media videos represented five Baylor University leaders' communications and communication strategies during the lockdown phase from March through August 2020 of the COVID-19 pandemic. The study found the critical role of well-prepared and proficient leaders in steering crisis communication. These leaders played a vital role in safeguarding an institution's hard-earned reputation and maintaining the trust placed in it by its constituents. The university leadership was dedicated to ensuring clear and effective communication, with the president serving as the primary spokesperson. The leadership team actively disseminated strategic initiatives throughout the challenging COVID-19 global pandemic, using engaging videos to foster optimism and unity among the university community. The findings demonstrated the critical importance of communication strategy in crisis leadership, involving the collaboration of the marketing and communication teams. Based on the findings, key recommendations include, the essential role of faculty and staff in exhibiting strong leadership qualities and aligning with official university communications during difficult times. The findings demonstrated student well-being and ensured compliance with any necessary operational changes. [The dissertation citations contained here are published with the permission of ProQuest LLC. Further reproduction is prohibited without permission. Copies of dissertations may be obtained by Telephone (800) 1-800-521-0600. Web page: http://www.proquest.com/en-US/products/dissertations/individuals.shtml.]