Media Scrutiny of Higher Education: An Ongoing Challenge and Long-term Trend
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Media Scrutiny of Higher Education: An Ongoing Challenge and Long-term Trend Received (in revised form): August 10, 2003
Anthony C. Peyronel is an assistant professor and undergraduate program coordinator in the Department of Speech and Communication Studies at Edinboro University of Pennsylvania. He also serves as faculty advisor to the Edinboro University chapter of the Public Relations Student Society of America (PRSSA). Before joining the Edinboro faculty, he worked as a reporter with the Kittanning (PA) Leader-Times, as a public relations writer at Penn State University, and as Director of Communications at Westminster College in New Wilmington, PA. He holds a doctorate in higher education administration from the University of Pittsburgh.
Abstract Increasing skepticism was identified as a key trend in a recent American Journalism Review assessment of media coverage of higher education. However, this trend is hardly new, as American colleges and universities have been subjected to intense media scrutiny for at least the last two decades. This article examines the frequently adversarial relationship that exists between higher education and the media, concluding that despite increasing media skepticism, media relations should still be a key component of an institution’s integrated marketing efforts. Keywords: media, higher education, college and university public relations professionals, integrated marketing communications Author’s Contact Address: Anthony Peyronel Dept of Speech and Communication Studies Edinboro University of Pennsylvania Edinboro, PA 16444, USA Tel: +1 814 732 2166 Fax: +1 814 732 2270 Email: [email protected]
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Introduction In a recent American Journalism Review assessment of media coverage of higher education, Stepp1 found that journalists are becoming increasingly skeptical in their coverage of America’s colleges and universities. However, it is misleading to regard this media skepticism as something new. Indeed, American higher education has been subjected to increasing levels of media scrutiny for at least two decades. This pattern seems to indicate that intense media coverage is here to stay, and that colleges and universities should be prepared to deal with it through effective media relations.
A History of Higher Examination
Stepp2 is clearly on the mark in terms of his assessment of the current relationship between higher education and the media. Examples of media scrutiny abound, ranging from the Boston Globe’s Pulitzer Prize-nominated series on grade inflation at Harvard to a freedom of information battle between a Houston Chronicle reporter
THE CASE INTERNATIONAL JOURNAL OF EDUCATIONAL ADVANCEMENT. VOL.4 NO.3 264–270 ª COUNCIL FOR ADVANCEMENT & SUPPORT OF EDUCATION/HENRY STEWART PUBLICATIONS 2004. ISSN 1740-214X.
Media Scrutiny of Higher Education
and the University of Texas over access to that state system’s investment policies. However, it is inaccurate to describe this aggressive coverage of colleges and universities as a ‘‘new skepticism: In an age of accountabil
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