If the higher education community is feeling a little déjà vu, it may be because for the second time in eight years, Republicans control all three branches of our federal government. This new policymaking landscape may lead to changes in federal funding, regulatory policies, the broader economic picture and other areas that affect higher education, and college and university communicators are doing their best to prepare.
Communicators: Stay Vigilant and Strengthen Relationships
At Alvernia University, a private regional comprehensive university located in Reading, Pa., the communications team is staying vigilant and strengthening key relationships.
“We’re paying attention, as we always are, to national, state and local discussions related to higher ed or anything that affects the well-being of our students,” said Kris Nolt, Alvernia’s executive director of marketing & communications. “Whenever there’s a shift in party control, it brings new challenges and opportunities. What we’ve found to be successful for us is to stay engaged with our representatives at all levels so we can monitor and, in some cases, influence debates and developments.”
Nolt also said that significant change isn’t guaranteed even when one political party holds Congress and the White House: “It’s important to keep in mind that there’s almost always a disconnect between campaign rhetoric and actual policy shifts and revised or new legislation.” One example: While Republicans have called for the closure of the U.S. Department of Education, legislation to make that actually happen will be very hard to pass.
Who’s in Control Is Less Important than Addressing Costs
Janet Kacskos, APR, Fellow PRSA, director of communications at Pennsylvania’s Millersville University, a public, four-year institution, said that calls to close the Education Department represent a distraction from the real challenges facing higher education.
“Higher education faces an uncertain future no matter who’s in control in Washington,” she said. “Something has to be done about tuition costs, for example. We can’t keep sending students out into the world with so much debt, because it’s a big barrier to applying and enrolling.”
She added that higher education communicators need to keep sounding the alarm about rising costs and look for ways to help bring them down.
Free Speech, Protests, Immigration Remain Pressing Issues
While the players may change in Washington and state capitals, some of the most pressing challenges for higher education will continue from one administration to the next. Addressing immigration issues that may affect international students and balancing free speech rights and public safety on campuses are on the minds of university and college communicators nationwide.
“Nimbleness is important,” Nolt said. “Higher education will need to continue to adapt. As an industry we’ve observed campus demonstrations that erupted as a result of the Israel-Hamas conflict, we have had intentional conversations with students, administration and the board of trustees and reaffirmed our commitment to the civil dialogue and freedom of expression framework that was developed by our campus community in 2018. For example, we’re participating this year in a wide-range of on-campus and online programs designed to help our students and faculty discuss difficult issues such as anti-semitism and Islamophobia in a deliberative, positive, cooperative way.”
Ultimately, Kacskos said that party control in Washington is only one variable in a much larger equation that is best solved collaboratively by everyone involved.
“Higher education is trying to reinvent itself with more experiential learning and job-oriented courses related to things like robotics and automation to help enhance the college experience,” Kacskos said. “Both parties care about these and other issues, and we hope they find a way to work together to address them.”
Leveraging Communications Agencies for Public Relations Strategies
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