The college admissions landscape is more competitive than ever. With thousands of institutions vying for the attention of prospective students, it’s no longer enough to rely on strong academic programs or picturesque campuses to stand out. The stakes are higher, the competition is fiercer, and the battle for visibility extends far beyond traditional recruitment methods. In this environment, public relations for colleges is not just an accessory—it’s essential to building and maintaining a compelling narrative that attracts students, garners positive media attention, and enhances a school’s reputation.
Quick Links:
The Challenge for Colleges to Stand Out
Public Relations vs Marketing in Higher Education
Effective PR Strategies to Build a School’s Brand
PR’s Role in Boosting Admissions
Using Professional Crisis Management PR Counsel to Protect Your College’s Reputation
Taking a Proactive Approach to Reputation Management
FAQ: Public Relations for Colleges and University Admissions Success
The Challenge for Colleges to Stand Out
For decision-makers at colleges and universities who strive to attract new students in an ever-expanding field of options, the challenge is to present their institution as unique, desirable, and relevant. Prospective students have an overwhelming array of choices, and with the proliferation of rankings, reviews, and social media commentary, public perception becomes a significant factor in the decision-making process.
In this intensely competitive environment, having a cohesive and authentic school brand is essential. Colleges must go beyond simply advertising; they need to communicate what sets them apart in a genuine, relatable way. This is where public relations comes in. PR strategies for colleges are vital tools that can shape narratives, manage reputations, and build long-term relationships with key audiences, including students, parents, alumni, and stakeholders.
Public Relations vs Marketing in Higher Education
Public relations, particularly in the higher education space, is often misunderstood as simply an extension of marketing. But PR goes beyond selling a product or service—it’s about building and maintaining a relationship with the public. While both PR and marketing might highlight the college’s achievements like rankings or new facilities, PR’s goal is to focus on building deeper connections by conveying the underlying mission, values, and culture that define the institution. It’s about crafting narratives that resonate on a human level and fostering long-term relationships.
For instance, while a marketing campaign would advertise tangible benefits of enrolling in a particular college or university, a public relations firm would use powerful storytelling to highlight how the school is fostering social mobility by supporting first-generation college students. Or, it could emphasize the institution’s commitment to sustainability by showcasing student-led environmental initiatives. These are the stories that create emotional connections and help prospective students envision themselves as part of the community.
Effective PR Strategies to Build a School’s Brand
Successful communications strategies for college recruitment focus on creating a consistent narrative across all platforms. A school’s brand is built not just in the glossy pages of a brochure but in news articles, social media posts, and interviews with university leaders. Every interaction with the public contributes to brand awareness, and effective PR ensures that these interactions are meaningful and aligned with the institution’s core values.
Here are a few strategies that colleges can use to build a compelling brand through PR:
- Media Relations and Outreach: Establish strong relationships with journalists and local media outlets. Offer access to faculty experts or invite media to cover groundbreaking research or community outreach projects. Media coverage can be a powerful tool in enhancing a school’s credibility and visibility.
- Authentic Storytelling: Use real-life stories of students, faculty, and alumni to convey the essence of your institution. Feature diverse voices and experiences to show the breadth and depth of your college’s community.
- Social Media Engagement: Today’s students live on platforms like Instagram, TikTok, Facebook, and X (formerly Twitter). Utilize these platforms to share compelling stories, showcase campus life, and engage directly with prospective students.
- Strategic Outreach: Be proactive in engaging with alumni, donors, and community stakeholders. Their testimonials and ongoing support can significantly boost a school’s credibility and reputation.
PR’s Role in Boosting Admissions
Strategic public relations can directly contribute to an increase in college admissions. When an institution communicates a compelling story that resonates with students and stakeholders, it can set itself apart from competitors. Smaller colleges, in particular, can leverage storytelling and media relations to build brand awareness, enhance credibility, and ultimately drive enrollment success.
For example, Paul Smith’s College, a small New York institution, effectively leveraged PR strategies to enhance visibility and boost admissions by positioning its leadership and faculty as thought leaders in climate change, sustainability, and wilderness education. They secured media coverage that highlighted the college’s unique offerings and location in a UNESCO Biosphere Reserve, while creating timely stories around grants, research, and experiential learning. Paul Smith’s College was also recognized in the U.S. News and World Report Best Colleges Rankings (2022) as third in the nation for innovation.
Another particularly powerful method is showcasing student success stories—real, tangible examples of how attending a specific university has transformed lives. Whether it’s highlighting a graduate who’s now working at a Fortune 500 company or a first-year student who has already launched a successful startup, these narratives resonate deeply with prospective students and their families.
Recognizing that trust is crucial in recruitment, Paul Smith’s College has positioned itself as a transparent, student-centered institution. Recently, it launched a personalized outreach initiative to clarify financial aid for students. The college sends tailored videos to each admitted student, guiding them through their financial aid packages. This initiative aims to enhance transparency, foster trust, and improve access to higher education.
While Paul Smith’s College is still gathering data on the impact of these videos on enrollment, the effort exemplifies an innovative public relations approach focused on clear communication and personalized engagement. By making communication more personal and relatable, the college demonstrates its commitment to each student’s success. This storytelling strategy helps prospective students envision themselves at Paul Smith’s while reassuring families that the institution is actively working to reduce financial uncertainty.
Using Professional Crisis Management PR Counsel to Protect Your College’s Reputation
As much as PR is about building a positive image, it’s equally important for safeguarding a school’s reputation during times of crisis. Universities are often large, complex institutions where problems—whether they be scandals, misconduct allegations, or financial controversies—can arise. The way an institution responds to these issues can determine its public perception for years to come.
Consider Penn State University’s handling of the allegations of sexual abuse by a former football coach. The slow and secretive response from the university led to a crisis of public confidence that not only affected the school’s reputation but also hit its bottom line. Alumni donations, student applications, and even federal funding were all impacted. By failing to address the crisis transparently and quickly, Penn State lost control of the narrative, allowing outside voices to shape the public’s perception of the university.
This example highlights why colleges must have a crisis communication plan in place, one that emphasizes transparency, accountability, and swift action. “No comment” is no longer an acceptable response in today’s media environment where information spreads rapidly and audiences demand accountability.
Taking a Proactive Approach to Reputation Management
In an era where a school’s reputation can make or break its admissions cycle, colleges and universities must be proactive in their public relations efforts. Crafting a compelling narrative, building relationships with media outlets, and engaging with students and alumni are all crucial elements of a successful PR strategy.
However, it’s also essential to have a crisis management plan in place to safeguard your institution’s reputation when things go wrong. Whether you’re facing a campus controversy or a larger public relations disaster, having trusted PR professionals by your side can make all the difference.
At Red Banyan, we specialize in strategic communications and crisis management for educational institutions. Whether you’re looking to enhance your school’s brand awareness through PR or need support during a time of crisis, we’re here to help. Feel free to contact us today to find out how we can support your goals and protect your reputation.
FAQ: Public Relations for Colleges and University Admissions Success
- What is the difference between public relations (PR) and marketing for colleges?
PR is focused on managing the institution’s reputation and building long-term relationships with the public, whereas marketing focuses on promoting programs and services to attract prospective students. PR is about storytelling and media relations, while marketing is more about recruitment and direct promotion. - How does storytelling improve a college’s brand?
Storytelling humanizes an institution by sharing real stories of students, faculty, and alumni. These personal narratives create emotional connections, making the college more relatable and helping prospective students and parents see themselves within the community. - How can colleges measure the effectiveness of their PR campaigns?
Colleges can track media coverage, social media engagement, website traffic, and inquiries or applications. Additionally, reputation surveys and stakeholder feedback can provide insights into how well PR efforts resonate with key audiences. - How can alumni be leveraged in a college’s PR strategy?
Alumni are powerful advocates who can share testimonials, success stories, and engage with media as part of the institution’s PR efforts. Their involvement can inspire prospective students and build trust, enhancing the school’s credibility. - What role does crisis communication play in long-term public relations for colleges?
Crisis communication is essential to managing a school’s reputation. Institutions that respond transparently and proactively to crises can maintain public trust. A solid crisis communication plan ensures that the institution can protect its reputation during negative situations. - How can a college handle negative media coverage?
Colleges should respond to negative media coverage promptly and transparently. Addressing issues head-on, providing factual information, and outlining solutions help regain control of the narrative and preserve trust with the public. - Why is media training important for university leaders and spokespeople?
Media training equips university leaders to communicate effectively in interviews and public engagements. Proper training ensures that leaders can confidently handle tough questions and stay on message, which helps protect and promote the institution’s public image. - How can a college or university improve its online reputation through PR?
Colleges can improve their online reputation by maintaining an active social media presence, responding to reviews, ensuring positive media coverage is visible online, and regularly updating content on their website with news and success stories. - How can colleges adapt their PR strategies to engage with international students?
Engaging international students requires tailored PR efforts that include highlighting international success stories, offering multilingual content, and partnering with global media. Emphasizing global partnerships and support services can also resonate with international audiences.