The Presidency in Crisis: A Guide for Higher Ed Marcom Leaders

About the Episode: In this insightful episode, Jaime sits down with Teresa Valerio Parrot, a seasoned expert in higher education communications to discuss the ways higher education marcom leaders can best support presidents in the highly divisive and politicized world of 2024. Given the current stressful and often unpopular role of college presidents, Jaime and Teresa provide insight into effective communication and leadership in such volatile environments. 

Takeaways include:

• Insight into the stressors that colleges presidents face – and the ways marcom leaders can best support them.
• Tips for engaging presidents to provide advice and guidance amid PR crises.
• Conversation around the media’s portrayal of college presidents – and the way that portrayal can derail a presidency.
• Tips for setting up your presidency for success.

This episode is a treasure trove of wisdom for current and aspiring leaders in higher education, offering practical advice and thought-provoking insights into the complex world of higher education communication and leadership.

Episode Summary

What are the biggest communication challenges facing university leaders today?

Higher ed presidents operate under a high-stakes environment where their every move can be scrutinized. Teresa Valerio Parrot emphasizes the importance of understanding the “how,” “what,” and “why” when framing messages. University leaders, she explains, need to balance empathy and transparency with stakeholders while maintaining alignment with the institution’s mission. The sensitive nature of addressing crises—from public perception issues to political pressures—means leaders must communicate in a way that not only informs but also supports a sense of campus unity.

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How can university presidents manage public perception and media portrayal?

The media often treats university presidents like reality-show characters, scrutinizing their every action. Parrot advises presidents to focus on relationship-building with campus communities rather than solely addressing external pressures. Leaders should prioritize mission-focused messages, being present and visible on campus without shying away from vulnerability. To successfully navigate public relations, university presidents can balance transparency with discretion, showing their humanity without overexposing themselves to external critique.

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How do legal and communication perspectives intersect when advising presidents?

Legal and communication teams often approach messaging differently, and it’s up to communicators to “manage up” by aligning their insights with the institutional mission. Parrot explains that while legal counsel might prioritize risk avoidance, communicators are responsible for balancing this with authentic, values-driven messaging. Working with university presidents to frame sensitive topics appropriately, communications teams help build trust and convey messages that are grounded in institutional integrity.

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Why is establishing boundaries important for university presidents?

Many leaders feel compelled to attend every event and address every stakeholder request, which can lead to burnout. Parrot and Hunt discuss the importance of setting personal boundaries, whether through weekend family time or scaling down attendance. These limits allow presidents to recharge and maintain mental clarity. By prioritizing essential duties and delegating tasks where possible, leaders can avoid overextending themselves and perform at their best.

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How can support teams create a positive impact on university leaders?

Parrot underscores the role of chief communications officers and other support staff in helping presidents by “managing up” with strategic advice and data-informed decisions. She encourages them to meet leaders “where they are” in terms of communication preferences, offering advice and support in digestible formats. Recognizing the need for presidents to reflect, innovate, and relax, these teams should foster moments that allow leaders to be human while keeping them focused on the institutional mission.

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How do presidents balance mission-focused leadership with political and societal challenges?

As an election year approaches, external pressures are intensifying, from questions about the value of higher education to criticisms over inclusivity. Parrot suggests that presidents tune into social listening tools and community feedback to discern valid concerns from external noise. Clear, values-based communication, paired with a strong focus on institutional mission, can help leaders weather societal challenges while maintaining trust within their campus communities.

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What role does mental health play in higher education leadership?

Mental health is a growing concern, especially for women and minority leaders in higher education. Leaders like Dr. Raynard Kington, who shared his experiences with anxiety as a university president, set a precedent for vulnerability and self-care. Encouraging leaders to prioritize well-being, take mental health breaks, and establish support networks can help them stay resilient amid constant pressure. Institutions benefit from leaders who model a balanced approach to leadership that values both mental and physical health.

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Connect With Our Host:
Jaime Hunt
https://www.linkedin.com/in/jaimehunt/
https://twitter.com/JaimeHuntIMC

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About The Enrollify Podcast Network:
Confessions of a Higher Ed CMO is a part of the Enrollify Podcast Network. If you like this podcast, chances are you’ll like other Enrollify shows too!  

Some of our favorites include Talking Tactics and Higher Ed Pulse. 

Enrollify is made possible by Element451 —  the next-generation AI student engagement platform helping institutions create meaningful and personalized interactions with students. Learn more at element451.com. 

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Connect with Us at the Engage Summit:
Exciting news — Jaime will be at the 2024 Engage Summit in Raleigh, NC, on June 25 and 26, and we’d love to meet you there! Sessions will focus on cutting-edge AI applications that are reshaping student outreach, enhancing staff productivity, and offering deep insights into ROI. 

Use the discount code Enrollify50 at checkout, and you can register for just $99! This early bird pricing lasts until March 31. Learn more and register at engage.element451.com — we can’t wait to see you there!