Counselors to Higher Education (CHE)

The Transformation of Public Relations to Higher Education

Posted by Joseph Brennan in October 13th 2008

It’s high time for a change in how we think about the practice of public relations in higher education. The prevailing model has been a “three-legged stool” — in which communications is a production-oriented job shop allied with alumni relations and development, and reporting to the institution’s chief fund-raiser.

This model is based on an outdated and misguided understanding of public relations. It fails to recognize the strategic role of public relations as a high-level management function.

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Branding at the Corral

Posted by Linda Thrane in September 29th 2008

Recently, many colleges and universities have come around to the idea that they need to do a better job of marketing themselves to compete for brighter students, star faculty and more resources. “Let’s get our name out there,” they cry. “Let’s get our story told!” Problem is, many institutions — or, more accurately, the academics who populate them — do not really want to use the tools of marketing, which requires a certain amount of art and a big dose of discipline. How can you require brand consistency when universities are founded on the notion of academic freedom? What do you say to people who think a business card is an extension of their personality, not of their institution? When your business school thinks they are an island unto themselves? When Athletics gets all the attention and always gets its way? Anyway, how can public relations people — glib, commercial, shallow — begin to comprehend the complexities of the academic mission? As for communications professionals? Even the most tweedy professors and nerdy lab rats think they can design a logo. And why waste money on advertising when we’re not selling widgets?

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The Transformation of Public Relations to Higher Education

Branding at the Corral

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