University Business - August 2008 - (Page 26)

INDEPENDENT OUTLOOK the U.S. Department of Education favors whatever development is being reported. In an earlier day, a college’s outstanding innovations in assessment or an initiative of an accrediting body would have stood on its own as a story or been treated at least as prominently as the political dimension of the issue. It’s tempting when a reporter faces constraints of space and time to reduce a story to the formula of a controversy between, say, faculty and administration or elite versus underdog institutions, rather than providing a fuller background. Some of the biggest challenges in today’s higher education reporting are economic. Many daily newspapers are reducing their already small higher ed reporting staffs. Also, long-time and well-respected higher education journalists—specifically at The New York Times and The Wall Street Journal—have recently left their posts through resignations, reassignments, or buyouts. The remaining education journalists are often responsible for covering not Colleges should renew efforts to help reporters learn about campus developments. only higher ed but also K-12 education. Both areas are complex and require depth of knowledge for effective reporting. The higher education journalist’s typical workload is enormous. RIDING THE TRENDS How should colleges and universities and those organizations that serve them respond to the changed environment for higher education journalism? The easy answer is to try to ride the trends, good and bad, in the hope of obtaining coverage. More productive, however, would be renewed efforts by colleges to help reporters learn about campus developments— by making available to reporters not only occasional press releases but also school newspapers, alumni magazines, and possibly the president’s blog. Another approach is the one championed by the Hechinger Institute of Columbia University and the Education Writers Association, both of which work with reporters to help them deepen their higher education coverage. Still another attractive strategy is to strengthen the liberal arts components of journalism degree programs at colleges and universities. As higher education continues to rise as a topic of public interest, we need to be sure that there are more journalists who will present its multiple dimensions. Even if simplification is a natural byproduct of increased competition and the loss of seasoned reporters, the media should resist the temptation to oversimplify. And colleges and universities and their membership organizations need to insist on media coverage that is complete, balanced, free of ideology, and as nuanced and varied as higher education itself is. 26 | August 2008 universitybusiness.com http://www.wimba.com/learnmore http://www.wimba.com/learnmore http://universitybusiness.com

Table of Contents for the Digital Edition of University Business - August 2008

University Business - August 2008
Contents
College Index
Company Index
Advisory Board
Editor's Note
Behind the News
Sense of Place
Viewpoint
On the Hill
Future Shock
Independent Outlook
Community Colleges
Dorms of Distinction
Streamlining Admissions: Opening the Front Door
E-mail, Gmail, and Beyond
EduComm Deals a Winning Hand
What's New
End Note

University Business - August 2008

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