Making the case for independent higher education—particularly for small to medium-sized liberal arts colleges and universities—is an important but sometimes difficult undertaking. Most of the presidents and chief academic officers who participated in CIC's strategic planning roundtable discussions last year identified "making the case" as a key challenge for CIC and the independent sector. The CIC Board of Directors and membership has directed the Council to develop a formal strategy to address the issue.
    But while CIC is developing ways to make the case on a national level, college and university presidents and their public relations, admissions, and other officers are continually making the case for their campuses. Dorothy Blaney, president of Cedar Crest College (PA) since 1989, is particularly effective at promoting her college. Cedar Crest offers a liberal arts education to women. Early in her tenure as president, Blaney developed a comprehensive public relations strategy that has grown over the 13 years of her presidency.
    Blaney writes a regular column every month for the Sunday edition of her local newspaper, the Allentown Morning Call (200,000 circulation). Her commentary is wide-ranging, from contemporary issues such as the Andrea Yates murder trial, to financial aid issues, to "slice-of-life" examples from her campus. She said her goal is "to bring reader awareness to Cedar Crest and establish a private college presence in the news." She turns each column into a pamphlet that she distributes widely to more than 2,000 national, state, and local lawmakers, foundations, donors, the media, and leaders in the higher education community. "The pamphlet provides good visibility for the college," Blaney said, adding that "people write to me about their views on the subject of the column. Sometimes it stirs a debate, sometimes it's negative, but mostly I see it as a means to reinforce 'evergreen' values."
    She is the coordinator and also appears three times a year on a public television show, "Speaking to Presidents," during which three or four other college presidents discuss the issues of the day and answer call-in questions from the audience.
    In addition, Blaney meets regularly with state and local lawmakers to discuss the campus' contributions to the economic development of thecommunity, and to lobby for legislation that benefits private higher education.
    In her effort to promote the liberal arts, Blaney is a big believer in the use of art to reinforce messages. "Art and language have something to say about contemporary issues," Blaney said. The cover of all her pamphlets feature photos of art work by Cedar Crest trustee David Finn, a sculptor and photographer with whom she has worked over the years to develop contacts in the arts. Cedar Crest now is the home of a collection of works by Gaston Lachaise, a $20 million sculpture collection from the Lachaise Foundation, on permanent loan to Cedar Crest. The most famous sculpture, "Elevation," which portrays a large nude woman, has become the signature piece for Cedar Crest. "This wonderful work of art fits in with our mission and the promotion of women's colleges with distinctive characteristics," Blaney said.
    Though her efforts to promote Cedar Crest and the liberal arts requires a tremendous effort, "the payoffs have been substantial," Blaney said. "Applications are up from 300 in 1989 to 1,100 in 2001; there has been increased donor and trustee interest; and foundation officers who wouldn't otherwise know Cedar Crest have provided funding for the campus." But she says the biggest payoff has been with the local community. Blaney has become something of a local celebrity columnist and is frequently invited to speak at community events.
    Blaney's efforts at making the case for Cedar Crest College have also helped to make the case for private liberal arts colleges nationally.

Independent
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Last updated: July 5, 2002
Copyright © 2002 The Council of Independent Colleges