Navigating New Terrain: Messaging for State Colleges and Universities in 2010 Presenter: Travis Reindl State Policy and Campaigns Director at CommunicationWorks, L.L.C. AASCU 2010 Communications Conference for Senior Public Relations and Marketing Professionals March 8 – 9, 2010

Navigating New Terrain Messaging for State Colleges and Universities in 2010 March 8, 2010

Themes The Squeeze Play—Higher education…can’t live without it, can’t live with it. The Iron Triangle—We can walk and chew gum when it comes to access, quality, and cost. Higher Ed Inc.—Is education the bottom line in higher education? 3

The Squeeze Play Q: Do you believe that… 4

The Squeeze Play Good News: You have something that is in high demand. Bad News: People increasingly don’t think that you are within reach, financially or otherwise. What To Do? –Use data that emphasize accessibility and affordability in your media releases and promotional materials (e.g. percentage of your students that receive grant aid, percentage that are outside the traditional range). –Develop and place stories with local news outlets or create viral video pieces that connect with growth populations (e.g. profiles of students who graduate on time/ahead of time, participate in programs for first- generation students, working adults). 5

The Iron Triangle Q: Colleges could take a lot more students without lowering quality or raising prices. Agree or Disagree? 6

The Iron Triangle Q: Which comes closest to your own view? 7

The Iron Triangle What To Do –Increase transparency about money…where does it come from? Where does it go? (e.g. virtual shareholder report). –Emphasize added value, focusing on students and the community (e.g. gather impact data and weave them into news releases and other materials…NOT an economic impact report); focus on the ongoing, rather than the one-off. –Showcase innovators (e.g. features in alumni communications)…and make sure these stories get to policymakers and opinion leaders. What Not To Do –Use “our hands are tied” language in announcing tuition increases and/or budget cuts. –Use “doomsday” language in announcing budget cuts. 8

Higher Ed Inc. 9

Higher Ed, Inc. What To Do –Spotlight excellence in teaching, serving undergraduate students (e.g. combination of print/electronic profiles, events, open houses). –Be more intentional about including the student voice in your communications (e.g. comment from student trustees/regents in media materials, mentions of potential/actual student impact of board actions). What Not To Do –Make new facilities and amenities the lead story for media (leave that to the admissions office). –Draw comparisons between your institution and a major corporation in terms of staffing, operations, budget, etc. 10

Contact Travis Reindl State Policy and Campaigns Director CommunicationWorks, L.L.C N Street NW, Suite 600 Washington, DC