Making the Case

Key Messages and Data • Making the Case Resources • Media Activity • Speeches and Addresses • Books and Reports •

FEBRUARY 2001
Vol. 2, No. 2

PRESIDENTS EDITION

Welcome to Communications Resources, CIC’s periodic kit of tools and ideas to help you tell your institution’s story. Your public relations director has received a similar mailing. This edition includes pieces on the quality of a liberal arts education, how technology integrates with liberal arts, some valuable information on web communications, and guidelines for adding power to your points and fending off negative-phrased interview questions. We call your attention to a new publication that documents the affordability, effectiveness, and diversity of private colleges and universities, and there is also information on where you can receive valuable data that can help you prepare effective speeches and talks. Enjoy.

FOOD FOR THOUGHT

Amidst the thoughtful presentations of our many presidents over the past months is a small booklet, “Counting Quality,” from Ursinus College President John Strassburger. Some of you may have already seen this piece, the fifth of a series of his occasional papers distributed by the college. If you haven’t seen it, you’ll find a compelling case for the results of a good liberal arts education. The booklet is included for your review.

John Lawlor’s interview with Don Tapscott, author of “Growing Up Digital,” clarifies how technology can be harnessed to integrate N-Geners and the liberal arts. Also on the technology front, Bob Johnson, editor of a popular e-mail newsletter for college and university marketing directors, sends along "10 Key Points Every President Should Know About Web Communications." Finally for those who face traditional media challenges, Susan Peterson, president of Susan Peterson Productions, Inc. in Washington, provides useful guidelines for presidents who find their public image lacking power and who are stymied by the media's probing questions. Click here to view online version of the full interview.

DATA

Affordability, effectiveness, and diversity of independent colleges. We wanted to call your attention to a new publication, “Independent Colleges and Universities: A National Profile,” that was a cooperative effort by the National Association of Independent Colleges and Universities, the Foundation for Independent Higher Education, and the Council of Independent Colleges. The document provides a nice case statement for the advantages of private colleges and universities, and includes useful statistics. Copies of this publication are available free of charge from NAICU; ordering information is on the NAICU website at http://www.naicu.edu/pubs/index.shtml.

Benefits of a college degree. The average cost to a student of a public four-year college degree was $33,364 and a private college degree was $84,080 in 1999, but a recent study says the degree is worth it. This cost-benefit study from the Mortensen Research Seminar on Public Policy Analysis of Opportunity for Postsecondary Education (based in Oskaloosa, Iowa), says the additional lifetime income gained through obtaining a college degree isworth $1.2 million for men and $600,000 for women. The study concludes: “Generally, more education leads to greater economic stability and security, more prestigious employment, better access to health care, less dependency on government assistance, longer lifespans, better dietary and health practices, healthier children, greater use of seat belts, more continuing education, greater Internet access, greater participation in leisure and artistic activities, more book purchases, better academic performance of children, higher voting rates, greater knowledge of government, more volunteer work, greater tolerance of unconventional literature…and less criminal activity and incarceration.” http://www.postsecondary.org/.

Public perceptions. According to the recent American Council on Education report, Taking Stock: How Americans Judge Quality, Value, Affordability, and Leadership at U.S.Colleges and Universities, Americans continue to badly overestimate tuition prices. Respondents estimated the average charge for tuition alone at a private institution as $19,306, more than 25 percent above the actual average price tag of $15,380. Taking Stock is available for $15 from ACE Fulfillment Services, Dept. 191, Washington, DC 20055-0191 or call (301) 604-9073.

Teen perceptions. The Horatio Alger Association of Distinguished Americans, Inc., has published The State of our Nation’s Youth for interested parents and educators. The group surveyed 1,334 students aged 14 to 18 on the quality of their education. Seventy-eight percent of teens expect to continue their education, compared with 88 percent in 1997. http://www.horatioalger.com/pdfs/state00.pdf.

FOR PUBLIC RELATIONS DIRECTORS

2001 U. S. Professor of the Year Awards. Your PR officer can nominate your campus’ excellent teachers for the 2001 U.S. Professor of the Year competition. Nominations are due by May 11. Each national winner receives a prize of $5,000. State winners (often including teachers from CIC member institutions) will also be selected. For more information, contact Cheryl Wesley, CASE Senior Communications Program Coordinator, at (202) 478-5646. You’ll be wise to start on the lengthy nomination process now. http://www.case.org.

WANT TO SHARE SOME OF YOUR WRITING?

Several presidents have suggested articles for Communications Resources, and many have asked us to consider some of their writing for future issues. If you have a short speech, op-ed, report, or other article that you think would be of interest to your colleague presidents in CIC, send them to Laura Wilcox at CIC. We’re especially looking for articles about values, the return on investment that CIC colleges provide to students, and the meaning of “independent” in independent higher education.

CIC PRESIDENTS LISTSERV

If you’re not on CIC’s “listserv” discussion group for presidents and would like to join, send your e-mail address to Maxine Morris at mmorris@cic.nche.edu, and we’ll add you. There’s no charge for this service. Participation is restricted to sitting presidents of CIC member institutions. CIC also sponsors listservs for chief academic officers, business officers, and lead staff in student affairs, advancement, public relations, and IT. See CIC’s Web site or newsletter for details.

FEBRUARY 2001
Vol. 2, No. 2

PUBLIC RELATIONS DIRECTORS EDITION

Welcome to Communications Resources, CIC’s periodic kit of tools and ideas to help you tell your institution’s story. Your president has received a similar mailing. This edition includes an interview with technology guru Don Tapscott, some valuable information on website communications, tips for personal presentations, and guidelines for fending off negative-phrased interview questions. We call your attention to a new publication that documents the affordability, effectiveness, and diversity of private colleges and universities, and we include information on where you can receive valuable data that can help you prepare effective speeches and talks. Finally, there are announcements of two important awards competitions that can help CIC member institutions raise their media visibility.

FOOD FOR THOUGHT

DATA

FOR PUBLIC RELATIONS DIRECTORS

2001 U. S. Professor of the Year Awards. Your nominations of the campus’ excellent teachers for the 2001 U.S. Professor of the Year competition are due by May 11. Nomination forms and brochures will be ready in late February. You’ll want to start soon on the lengthy process, if you have a good candidate. Carnegie Foundation and Council for Advancement and Support of Education (CASE) gives each of four national winners a prize of $5,000. State winners (often including teachers of CIC member institutions) will also be selected. For more information, contact CASE Communications Program Coordinator Cheryl Wesley at (202) 478-5646. http://www.case.org

AAUP’s Award for Excellence in Coverage of Higher Education. If a local reporter has done extraordinary writing on behalf of your institution or others in the area recently, you may recommend that the reporter or the writer’s media outlet consider nominating the excellent article(s) for this prestigious award. Deadline is April 15. Contact Robin Burns at AAUP, 1012 Fourteenth St., N.W., Suite 500, Washington, DC 20005; phone: (202) 737-5900.

TELL US WHAT YOU THINK….

What do you think about Communications Resources? How can we improve it to better serve you? Let us know. Contact CIC Communications Director Laura Wilcox at (202) 466-7230; e-mail: lwilcox@cic.nche.edu.

CIC PR LISTSERV

If you’re not on CIC’s “listserv” discussion group for public relations directors and would like to join, send your e-mail address to Maxine Morris at mmorris@cic.nche.edu. There’s no charge for this service. Participation is restricted to PR practitioners from CIC member institutions. CIC also sponsors listservs for presidents, chief academic officers, business officers, and lead staff in student affairs, advancement, and IT. See CIC’s website or newsletter for details.