ERIC Number: ED445618
Record Type: RIE
Publication Date: 1999-Apr
Communicating about College Costs. A CASE Issues Paper for Advancement Professionals, No. 28.
Weiss, Steven C.
At a meeting sponsored by the Council for Advancement and Support of Education and the National Association of College and University Business Officers, strategies for explaining college costs to external constituencies (the public, media, policymakers) and internal constituencies (campus professionals and alumni) were discussed. Officials from the University of Virginia and Duke University (North Carolina) offered examples of their institutions' strategies. The University of Virginia had to communicate to an internal constituency, i.e., faculty, its goal to restore average faculty salary to its 1989-90 ranking relative to a national peer group. Over the course of the initiative the president presented the case to the university's Board of Visitors Finance Committee, announced privately funded merit bonuses, asked for support from alumni and donors, and highlighted the initiative in the annual report. At Duke University external constituencies were the audience, and a decision was made to work with a "Chronicle of Higher Education" reporter on a story about how Duke sets tuition and spends it funds, in the hope that this would help the public understand the complex array of forces that drives college costs at leading universities. The monograph concludes with a list of key recommendations for communicating with both internal and external constituencies. A list of presenters and participants is appended. (CH)
Descriptors: Access to Education, Audience Analysis, Audience Awareness, Audiences, College Faculty, College Students, Communication Skills, Credibility, Educational Equity (Finance), Educational Finance, Groups, Higher Education, Paying for College, Politics of Education, Public Opinion, Reputation, Salaries, Student Costs
Council for Advancement and Support for Education, 1307 New York Avenue, NW, Suite 1000, Washington DC 20005. For full text: http://www.case.org/info/issuepaper.htm.
Publication Type: Reports - Descriptive
Education Level: N/A
Authoring Institution: Council for Advancement and Support of Education, Washington, DC.; National Association of College and University Business Officers, Washington, DC.
Note: Derived from the CASE/NACUBO Senior Issues Forum on College Costs.