Leadership Matters During Crisis

Over the past few weeks, we have heard from some accomplished communications and marketing professionals that these campus positions are being eliminated or entangled in budget battles. Those of us who have had the opportunity to work in this field for decades know that, especially during “challenging” times, this type of short-term thinking will have negative, long-term consequences. 

Consider the state of affairs and public perception of higher education. If ever there was a time for colleges and universities to amplify and demonstrate an institution’s value, including reaching new audiences and those already in the fold, it is now. 

For college and university presidents and chancellors, leadership includes watching the horizon and longer-term planning, even as the ground shifts more frequently today. There is no time to coast or risk needing to recover lost reputational ground. Yet that risk is absolute without a steady, if not bold, approach to the work of campus communications and marketing professionals focused on defining, elevating and protecting an institution’s reputation and thereby helping to drive revenue. Supporting student enrollment, engagement and retention is a given for these dedicated staff members. Add the internal communications (remember COVID messaging and how people’s lives were at stake?), issues management, crisis communications and fundraising-related needs to the new kid on the block for many: strengthening your institution’s advocacy-related communications. This work is all core to institutional competitiveness and resilience.

Now that we have convinced you, here are suggestions for building on your team’s successes:

• Keep your communications and marketing team resourced and motivated. Support professional development opportunities, such as conferences, webinars hosted by national higher education organizations, including the American Council on Education, inviting speakers to “Zoom in” or tapping existing on-campus expertise. This doesn’t need to be costly, and such investments pay off.

• Agree to participate in local, regional and national visibility opportunities. Your words will matter, especially as president or chancellor, and can set a campus-wide tone. Coaching and editing counsel are readily available to you in advance of these opportunities.

• Include campus communicators and marketers early and often in strategic decision-making. They see around corners and will be mindful of risk and reward. The best in this field will speak truth to power and steer effectively.

• Encourage your team to connect with those whose communications and marketing efforts you’ve admired from afar. The higher ed communications and marketing professionals community, including groups such as PRSA’s Counselors to Higher Education and CASE, is generous and thoughtful, open to learning from each other’s successes and missteps.

• Show up for your team. A few minutes of in-person appreciation go a long way for those not often recognized for the impact of their work.

It boils down to this: How will anyone know just how impressive your students, faculty and staff are, the impact on your community and your institution’s groundbreaking research, if your institution does not have the structure and the best people to show and tell these stories in earned, owned and shared media channels? How do we expect to have the buy-in and build greater awareness and understanding of the value of higher education? Consider who you want to tell your institution’s stories and how, namely from an informed and experienced perspective, as you also consider the alternative during a tighter budget cycle. Finally, please know that we stand ready to partner with you and your team to help you make your mark.