It doesn’t seem like seven months have passed since the Pittsburgh Steelers were parading around Raymond James Stadium in Tampa Bay with that glistening Super Bowl trophy. Part of the reason is that thanks to the news media, and in particular to 24/7 sports coverage, the National Football League never really leaves the public’s consciousness.
Just as increased competition exists in the global business environment, so too is it present in the university marketplace. Universities compete for donations, grants, and endowments as well as the best students, professors, and staff. As such, the more positive press coverage an institution gets, the greater the likelihood it will be successful in achieving its overall growth goals.
Why? Because positive press comes from the decision a university makes to address these key areas:
Reputation management is of utmost importance to colleges and universities in their constant pursuit of students and research dollars. It envelops all aspects of the institution, including the business of maintaining environmental compliance. One notice of violation from a regulatory entity can be highly publicized, result in fines, and have widespread negative impacts both within and outside the institution.
A DEFINITION OF STRATEGY that centers around the idea of “more”—we will serve more students, offer more programs, and be in more places—is highly likely to fail. Dollars are finite, so doing more will actually decrease quality because tight resources are spread even more thinly.
You may have heard that the most popular show in the world during the 1990s was the bathing-beauty vehicle "Baywatch," but the current leader may come as a surprise. One study of ratings put "CSI: Miami" ahead of all other shows on the planet, beating telenovelas in Spanish and other shows that are more popular in the United States. Perhaps "CSI: Miami" does the best job of meeting an international demand for sunshine, suspense, and escapism (with a dash of bathing beauties). For whatever reason, it directs a lot of attention to our hometown, or at least Hollywood's depiction of it.