Making the Case

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

JULY 2001
Vol. 2, No. 4

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 issue includes three pieces from Pennsylvania college presidents (must be something in the water there!)—an article on choosing the right college, aimed at families; a paper applauding the education that trains students to be engaged, contributing citizens; and an opinion piece that questions the usefulness of SAT tests. In addition, there is an article on a startling new minority on campus – males, and a piece on the top higher education issues being covered in the media. We’ve also included an essay advocating optimism about the future of women’s colleges, a guide from a PR professional that provides 13 tips on how a president facing a crisis can “Be a Media Survivor,” and a speech that “makes the case” for a liberal arts education. Enjoy.

FOOD FOR THOUGHT

College Misericordia (PA) President Michael MacDowell penned a useful piece for the SAGE College Planning Quarterly that outlines the steps families should take and questions they should ask as they narrow down a student’s choice of a college or university.

Preparing students “to make a life as well as to make a living” is the topic of a thoughtful white paper by Allegheny College President Richard Cook, “Education for Citizenship in a Participatory Democracy.” His article explains why we should be concerned with students’ participation in civic and social affairs and describes what Allegheny College is doing to foster civic engagement.

Ursinus College (PA) President John Strassburger takes on the SAT tests in a compelling May 4 op-ed for the Philadelphia Inquirer. He argues that “the test has outlived its usefulness.”

Writer Dan Stolar of The Lawlor Review unveils some relevant data about “The Male Minority,” a diminishing group on campuses today. Stolar’s fact-filled documentary in the Spring/Summer issue explores why men are choosing college less and whether fewer men on campus means more challenges for higher education.

KEEPING UP

The top issues that preoccupied the national media during the spring are thoroughly summed up in the “Trends in Higher Education Media Coverage” by NAICU’s Public Information Director Tony Pals, which appeared in the May 15 edition of The Week in Review. Knowing what issues the media is addressing on the national level could help you anticipate questions that local reporters might ask.

ADVANCING YOUR COLLEGE OR UNIVERSITY

Women’s colleges are not on the decline in the U.S., but rather “are enjoying something of a rebirth…” argues Marilou Eldred, president of Saint Mary’s College (IN). The enclosed pamphlet, “The Future for Women’s Colleges is Bright,” highlights research demonstrating the positive effects of an education at women’s colleges.

For those presidents facing hostile moments with the media, we’ve enclosed a brief guide by Raymond Jones, president of MEDIA INK Communications, that clarifies the appropriate actions that will help you “Be a Media Survivor.”

Finally, we enclose a copy of a commencement speech by CIC President Richard Ekman at Hastings College (NE) this spring that was featured on the ABC World News Tonight section of the network’s website. The speech provides some good information about the educational benefits of small and medium sized liberal arts colleges that can help you “make the case” to the media in your area.

WANT TO SHARE SOME OF YOUR WRITING?

Several presidents and PR directors have suggested articles for Communications Resources, and several presidents have asked us to consider some of their writings 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 editor Laura Wilcox at CIC. We’re especially looking for articles about “making the case” for private, liberal arts colleges and universities. For more information or to talk about your materials, contact Laura Wilcox at (202) 466-7230; e-mail lwilcox@cic.nche.edu; fax (202) 466-7238.

JULY 2001
Vol. 2, No. 4

PUBLIC RELATIONS DIRECTOR'S 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. In this issue, The Lawlor Review covers branding for colleges and universities, NAICU’s Tony Pals summarizes the spring’s top issues for the nation’s news media, and some practicing communications and PR professionals provide tips on websites, national media contacts, and ways to stave off a communications crisis. We send you these materials as part of CIC’s ongoing effort to help you sustain the institution’s name in the mind of the public. Enjoy.

FOOD FOR THOUGHT

Writer Leslie Pilgrim of The Lawlor Review looks anew at “The Buzz on Branding” in the enclosed Spring/Summer issue. In this piece, among other interesting points, is an insightful interview with Kevin Roberts, worldwide CEO of Saatchi & Saatchi. Roberts advocates “lovemarking” as the stage beyond branding—a stage that ignites the public’s passions. “The Buzz on Branding” is well worth your time and attention.

KEEPING UP

The top issues that preoccupied the national media during the spring are thoughtfully summed up in the “Trends in Higher Education Media Coverage” by NAICU’s Public Information Director Tony Pals, which appeared in the May 15 edition of The Week in Review. Knowing what issues the media is addressing on the national level could help you anticipate questions that local reporters might ask. In addition, Washington & Jefferson College (PA) Director of College Relations Matt Conn, who has logged PR mileage at numerous other CIC institutions, including York College of Pennsylvania and Ferrum College (VA), sends along his inventory of “Must Have Websites for College PR Offices.” You will likely find a few new sites on Conn’s list that are helpful.

ADVANCING YOUR COLLEGE OR UNIVERSITY

Media mailing lists constantly need updating. The enclosed compilation of the nation’s most widely recognized media observers of the higher education scene is an updated list compiled by CIC Senior Advisor Keith Moore for the June 2001 conference, “How Colleges Can Obtain National (and Regional) Publicity.”

For those presidents facing hostile moments with the media, we’ve enclosed in both the Presidents and Public Relations editions of Communications Resources a brief guide by Raymond Jones, president of MEDIA INK Communications, that clarifies the appropriate actions that will help the CEO “Be a Media Survivor.” In addition, for the PR Director facing a crisis, Jones offers his “Guidelines for Handling Media Communications in a Crisis” and “The Essential Elements of a Good Crisis Communication Plan.”

TAKING CARE OF BUSINESS

CIC member PR offices are preparing excellent publications that might help you think about producing similar pieces for your institution. For example, the College Relations Office of Stonehill College worked with the academic vice president and dean to produce “Celebrating Faculty Scholarship,” an attractive, informative booklet that highlights the scholarly works of faculty members. The office has enough extra copies to send one to the first 25 people who contact the staff members at (508) 565-1628.

TELL US WHAT YOU THINK….

What do you think about Communications Resources? How can we improve it to better serve your needs? Let us know. Contact editor Laura Wilcox, director of communications, at (202) 466-7230; e-mail lwilcox@cic.nche.edu; fax (202) 466-7238.

WANT TO SHARE SOME OF YOUR WRITING?

Several presidents and PR directors have suggested articles for Communications Resources, and several presidents have asked us to consider some of their writings 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 “making the case” for private, liberal arts colleges and universities.

CIC PR LISTSERV

If you’re not on CIC’s “listserv” discussion group for public relations directors and their staff and would like to join, send your e-mail address to Maxine Morris at mmorris@cic.nche.edu, and we’ll add your name. 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.