The challenges facing higher education aren’t just about policy—they’re about perception. Institutions must go beyond policy debates and clearly articulate their broader value to their community. Colleges and universities are not just places of learning—they fuel innovation, drive economic mobility, and strengthen communities. Now more than ever, higher education leaders must work together to ensure this message resonates. Here’s where to start.
Telling the Right Story
The best way to demonstrate the value of higher education is through the people it serves. Instead of relying on abstract data points, institutions should spotlight real stories that illustrate their impact:
- Student Success: Share the journey of a student whose life was changed by academic support programs
- Breakthrough Research: Highlight faculty-led innovations in medicine, technology, or sustainability that are shaping the future. Go a step further and center your storytelling on the human who benefits from the breakthrough.
- Community Impact: Showcase university partnerships that drive local job force development and growth, small business support, and public service initiatives.
These human-centered narratives make the case for higher education in a way that statistics alone cannot.
Engaging Local Audiences
Public perception of higher education is shaped by local conversations as much as national discourse. That’s why institutions should take a proactive approach to engaging their communities:
- Connect with local media: Meet with journalists to share how your institution contributes to the region’s economy, workforce, and culture.
- Write op-eds and guest columns: Use trusted local publications to clarify common misconceptions and reinforce the value of higher education.
- Leverage alumni voices: Encourage graduates to share their success stories and serve as ambassadors for the institution’s impact.
Local engagement builds trust and ensures that higher education’s contributions are visible where they matter most—within the communities colleges and universities serve. Additionally, members of Congress and policymakers are paying close attention to the news and opinions back home.
Owning the Narrative
Higher education institutions have powerful platforms to tell their own stories, and they should use them strategically:
- Develop compelling digital content: Publish videos, testimonials, and features that highlight student success, faculty achievements, and community partnerships.
- Create dedicated impact pages: Showcase the ways your institution is driving economic mobility, fostering innovation, and enriching society.
- Keep your campus community informed: Engage directly with students, families, and alumni to reinforce the institution’s value in real time. Transparency builds trust and connection.
Why It Matters
If colleges and universities don’t define their value, others will do it for them. By uniting leadership, government affairs, and communications teams around a shared narrative, institutions can reinforce their essential role in shaping a stronger, more prosperous future.
At Carnegie, our team is always here to help. If you have questions or want to learn more about how we can help you connect with your audiences via strategic communications, reach out and start a conversation.
Matt Gerien is the Senior Vice President of Strategic Communications at Carnegie. He’s a former college chief communications officer, journalist, and Congressional aide.