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Leadership in institutions of higher education face challenges when responding to social plagues like terror and racial violence. This metaphor analysis provides findings from two university administrators tasked with effective communication to stakeholders of their organization in midst of tragedy. Evidence provided in the study included five public statements from educational leaders responding to two specific instances of terror and racial violence – the El Paso hate-crime shooting and murder of George Floyd. The study is grounded in Trauma Theory and speaks to how educational leaders use language, and employ truth, while responding to instances of terror and racial violence, while also addressing how metaphor is (or is not) used to employ a sense of unified community and social justice citizenry.