Colleges and universities were once romanticized as cloistered campuses, isolated from the hustle and bustle of daily life. If that was ever true, it certainly is no more. Today, institutions of higher education sit exactly where corporations do – in the center of the public spotlight, subject to the same dynamics of a new and transparent media environment.
College and university presidents face the same pressures as CEOs and elected officials. They must react to crises, build brands, and cope with intense competition and scrutiny. Once tasked simply with enlightening young minds, they are now held accountable for virtually every aspect of their students’ lives and their institutions’ practices. Their public statements garner both attention and reactions that were once reserved for leaders of industry and government.
That is why Weber Shandwick was one of the first global public relations firms to establish a focused Education practice, assisting a range of educational institutions with their positioning, crisis management, strategic media relations, marketing and recruitment. The team also provides global support for international development and outreach activities.
With extensive expertise in higher education and deep relationships with both the education and mainstream media, the Education practice has helped many of the United States’ most prominent institutions of higher education navigate this new environment, survive its pitfalls and seize its opportunities.