A Bumpy Ride Ahead for HigherEd
A confluence of political, economic, and social challenges is threatening the very fabric of US universities. In both red and blue states, the political and economic headwinds facing institutions are fierce, public skepticism is high, and social media has become a polarizing battleground of filter bubbles filled with mis/disinformation. Universities find themselves squeezed by funding cuts, scrutinized by lawmakers, and caught in cultural crossfire. This presents a unique challenge for communications professionals. In this era of declining trust and “alternative facts,” they need to be hyper-informed, adapt quickly, and boldly emphasize the critical value institutions have in society. Communications should function as a vital link, bridging this growing divide between town and gown. In red and blue states, the political and economic headwinds hitting higher education are fierce, public skepticism is high, and social media has become a polarizing battleground of filter bubbles filled with mis/disinformation. It's important to note that throughout history, universities often emerge stronger and more deeply connected to the public during times of turbulence. Universities played a key role in partnering with the government to implement Roosevelt's New Deal, helping with emergency relief and agricultural programs. They helped democratize education with the GI Bill after World War II. They responded to societal demands during the civil rights era. Most recently, they played a key role in public health amidst the COVID-19 pandemic. Campus communicators have a unique set of skills and a vital responsibility to steer their institutions through these tough times. But the road ahead will be hard. The New Reality for Campus Communicators Cuts to Research Funding The lifeblood of academic innovation—research dollars—is under threat. The new political regime in Washington is looking to cut billions in federal research funding. A sudden cap on NIH indirect costs (slashed to 15% from an average of 28%) will have a profound impact on programs. Many researchers report that major grants are frozen or are expected to shrink. This “budget axe” isn’t theoretical for research universities—it’s biting right now. Communicators must convey what’s at stake: essential contributions such as groundbreaking science, community health programs, and innovation pipelines that fuel the economy hang in the balance as money gets tighter. Increasing State Oversight & Regulation In state capitals, politicians are muscling into campus affairs like never before. Republican-controlled statehouses are overhauling higher education governance, introducing over 150 bills in 35 states aimed at tightening control over public institutions. Even tenure is threatened. In the past year, lawmakers in seven states moved to eliminate or curb tenure and impose stricter post-tenure reviews – an unprecedented encroachment on academic freedom. New laws and proposals are creating oversight committees, mandating changes to the curriculum, and even threatening funding for programs out of political favor. The message from some state capitols is clear: “We’re watching you.” This surge in oversight and regulatory meddling means university communicators must navigate an increasingly fine line, demonstrating transparency and accountability at every turn to appease regulators while fiercely defending their institution’s academic autonomy. Political Pressure and DEI Backlash Diversity, equity, and inclusion initiatives are under open attack. What began as partisan rhetoric has evolved into concrete threats – and actions – against campus diversity efforts. Dozens of states have passed or proposed laws to defund DEI offices, ban diversity training, or restrict teaching about race and gender. The result? An “inconsistent and confusing landscape” for colleges as they respond to swelling political pressure. The campaign against campus DEI has dramatically accelerated in 2025, turbocharged by signals from the Trump administration pushing to eliminate DEI efforts across government and higher ed. According to The Chronicle of Higher Education 270 campuses in 38 states have already scaled back or dismantled some DEI programs under this pressure. For communications teams, the DEI backlash creates a messaging minefield. They must affirm institutional values of inclusion and support for marginalized groups, even as those very programs face hostile scrutiny from powerful critics. Threats to the Federal Department of Education In Washington, the unthinkable is suddenly on the table: the U.S. Department of Education itself is in the crosshairs. President Trump has made good on campaign promises by signing an executive order to dismantle the Department of Education. While outright abolition requires Congress, the administration has already laid off nearly half of the department’s staff and moved to strip the agency to its bare bones. “We’re going to shut it down… it’s doing us no good,” Trump declared. This unprecedented move could upend federal support and guidelines for universities – from financial aid administration to civil rights enforcement – leaving states to fill the void. Communications professionals must reassure students, faculty, and the public that education won’t grind to a halt if federal oversight wanes. It’s a communications tightrope: acknowledging the potential for massive change while conveying stability in the university’s core mission. After all, even if Washington pulls back, universities still answer to accreditation bodies and the public trust. The Misinformation Deluge on Social Media The information ecosystem has never been more chaotic – or more dangerous. Universities are grappling with viral misinformation and disinformation that can ignite campus controversies overnight. In the age of TikTok rumors and politicized Twitter (or “X”) feeds, false narratives spread like wildfire before facts can catch up. Recent campus incidents have shown how quickly truth gets muddled: one university saw fake reports about a protest spread widely. At the same time, another dealt with a gross misinterpretation of a student gathering that went viral. Photos and videos are routinely ripped out of context or deliberately edited with misleading labels. The public, meanwhile, is “bombarded with misinformation” online and growing distrustful of experts. For higher ed communicators, countering misinformation means fighting a two-front war: rapidly correcting falsehoods about their institution and proactively pushing out accurate, compelling content to capture attention before the rumors do. Economic Uncertainty and Budget Turbulence. Even aside from targeted funding cuts, universities are feeling economic whiplash. Inflation, endowment fluctuations, and post-pandemic enrolment dips have collided to squeeze campus finances. Many institutions face structural deficits and tough choices about programs and staffing. In fact, according to the Chronicle of Higher Education, two-thirds of colleges now show at least one sign of financial stress – a startling statistic that underscores how widespread the budget crunch has become. From flagship public universities to small private colleges, hiring freezes and spending cuts are the order of the day. Every dollar is scrutinized by trustees and legislators alike. Communications pros must now operate in a climate of fiscal anxiety, where messages about any new initiative or expense can trigger questions about priorities. The task at hand is to highlight the university’s economic stewardship and continued value to students and the community, even as belts tighten. It’s critical to communicate that the institution is navigating the storm responsibly—protecting its academic core and maximizing the impact of every precious dollar. Demands to Prove Real-world Impact “What is higher ed really doing for society?” In 2025, that question echoes from state capitols, donors’ boards, and kitchen tables across America. Universities are under intense pressure to demonstrate the real-world value of their research and teaching like never before. Lawmakers openly discuss ROI (return on investment) for degrees and research grants, seeking data on graduates’ earnings and innovations spawned per taxpayer dollar. Public confidence in higher education has been shaken – a recent Gallup survey found Americans’ confidence in colleges has plummeted to 36%, down from 57% in 2015. Many believe in personal value (a college degree for better jobs) but doubt that higher education delivers for the greater good. In short, the public is skeptical whether campus research and scholarship are worth the cost. University communicators must do more than publicize exciting discoveries – they must connect the dots for people. Every media release, story, or tweet should answer: Here’s how this university’s work benefits you, your community, and the world. Whether it’s a medical breakthrough, a tech startup from the lab, or a student project solving a local problem, the mandate is clear: show impact or risk losing support. In my next post, I'll provide a detailed blueprint to help communications professionals proactively plan and organize their teams for the road ahead. This actionable framework will help you better identify where you can add value for your institution where it needs it the most and confirm your critical role as a trusted resource. To your success! Upcoming Speaking Events April 23 PRSA Virtual Workshop "Cutting Through the Noise: What Thought Leadership Strategies are Working in Today’s Environment” Register Here June 8 IABC World Conference, Vancouver “The Thought Leadership Blueprint: Why & How to Build a High-Impact Program” Register Here Sept. 12-13 PRSA East Central Conference, Cleveland “The New Comms Leadership Skillset” Register Here About ExpertFile ExpertFile is revolutionizing how organizations connect their experts to journalists, podcasters, and conference organizers who need to find credible experts on tight deadlines…fast. Featuring experts on over 50,000 topics, our free Apple and Android mobile app is the go-to resource for journalists at media outlets such as the New York Times, CNN, NPR Radio, Fox News, BBC, The Guardian, ABC News, CBC, AXIOS and Time Magazine. For over a decade, our award-winning software platform has been helping marketing departments better manage and promote their online thought leadership to reach a wider audience. Clients include Carnegie Mellon University, ChristianaCare Health, Villanova University, Aston University and Emory University. Learn more at: expertfile.com/getstarted
March 27, 2025
7 min
ExpertSpotlight: History of Yemen and the Houthi Rebels
The history of Yemen and the rise of the Houthi rebels is essential to understanding one of the world’s most complex humanitarian and geopolitical crises. Once considered a crossroads of ancient trade, Yemen has in recent decades become a focal point of conflict, regional power struggles, and human rights challenges. The conflict involving the Houthi movement has had global ramifications—from maritime security and oil trade routes to civilian displacement and famine. This topic matters to the public because it highlights the intersection of war, diplomacy, and humanitarian need, while prompting critical questions about international responsibility, peace-building, and regional stability. Key story angles that may interest a broad audience include: The roots and rise of the Houthi movement: Tracing the group’s origins, ideology, and evolution into a key political and military force in Yemen. Regional power dynamics: Analyzing the involvement of Saudi Arabia, Iran, and other actors in fueling or resolving the conflict. The humanitarian crisis in Yemen: Investigating the scale of famine, disease outbreaks, displaced populations, and access to aid. The role of the international community: Exploring arms sales, ceasefire negotiations, and accountability in the context of international law. Maritime security and global trade: Understanding how conflict in Yemen affects Red Sea shipping routes and international energy markets. The future of peace and governance: Examining potential pathways to a political resolution and the reconstruction of a stable Yemeni state. Connect with an expert about Yemen and the Houthi rebels: To search our full list of experts visit www.expertfile.com
March 25, 2025
1 min
#ExpertSpotlight: Erin go bragh!
St. Patrick’s Day, celebrated annually on March 17, has evolved from a solemn religious observance to a worldwide cultural phenomenon. Rooted in the legacy of St. Patrick, the patron saint of Ireland, this holiday is now synonymous with parades, green attire, and festive gatherings. While often viewed as a day of Irish pride and heritage, its historical significance and evolving traditions reveal deeper cultural and social themes. As millions prepare to celebrate, this topic provides an opportunity to explore the rich history, religious roots, and modern interpretations of St. Patrick’s Day. Key story angles include: The Life and Legacy of St. Patrick: Exploring the history of St. Patrick, his role in spreading Christianity in Ireland, and how myths like driving out the snakes became associated with him. The Evolution of St. Patrick’s Day Celebrations: Tracing the transition from a religious feast day to a global celebration of Irish heritage. How Different Countries Celebrate: Highlighting the unique ways St. Patrick’s Day is observed worldwide, from Ireland’s official events to large-scale parades in the U.S., Canada, and Australia. The Economic and Tourism Impact: Analyzing how St. Patrick’s Day boosts tourism, pub sales, and the hospitality industry. The Role of Irish Diaspora Communities: Examining how Irish immigrants and their descendants helped popularize St. Patrick’s Day in countries like the United States. Cultural Appropriation vs. Authentic Celebration: Discussing debates over commercialization, stereotypes, and efforts to preserve the cultural integrity of the holiday. As St. Patrick’s Day continues to be a widely recognized celebration, its history and traditions offer a compelling look at cultural identity, globalization, and the intersection of faith and festivity. Connect with an expert about St. Patrick's Day: To search our full list of experts visit www.expertfile.com
March 15, 2025
2 min
#ExpertSpotlight: Give Peace a Chance?
The long-standing conflict between Israel and Palestine has been punctuated by numerous ceasefire agreements, each representing a pivotal attempt to reduce hostilities and lay the groundwork for peace. These agreements are not only crucial to understanding the complex history of this conflict but also serve as lessons in diplomacy, international mediation, and the challenges of achieving lasting peace in one of the world’s most contentious regions. This topic remains of significant public interest as it reflects ongoing struggles for justice, security, and coexistence. Key story angles include: Historical Context of Ceasefire Agreements: Analyzing landmark ceasefire deals, their terms, and the conditions that led to their creation. The Role of International Mediators: Exploring the involvement of global powers, such as the United Nations, the United States, and regional players, in brokering peace. Challenges in Sustaining Peace: Examining why many ceasefires have failed to lead to long-term solutions and the recurring obstacles to peace negotiations. Humanitarian Impact: Highlighting how ceasefires affect civilian populations, including access to humanitarian aid, rebuilding efforts, and displacement. Evolving Dynamics in the Conflict: Investigating how changing political landscapes, leadership, and international relations influence ceasefire efforts. The Path Forward: Discussing ongoing peace initiatives, grassroots efforts, and the role of global advocacy in supporting a just and sustainable resolution. The history of ceasefire agreements between Israel and Palestine offers a profound lens into the complexities of conflict resolution, the resilience of affected communities, and the enduring hope for peace. Connect with an expert about the history of peace attempts in the Middle East: To search our full list of experts visit www.expertfile.com
March 13, 2025
2 min
'R' Words and'D' Words - Our Economy Experts are Here to Help Tell the Difference
Economic downturns can have profound effects on businesses, employment, and financial markets, but not all downturns are the same. While recessions are common and often short-term, economic depressions are far more severe and prolonged, with long-lasting global consequences. Understanding the differences between these two economic phenomena and their underlying causes is critical for policymakers, businesses, and the public as they navigate financial uncertainty. With recent concerns over economic slowdowns, rising inflation, and shifting global markets, this topic remains highly relevant. Key story angles include: What Defines a Recession vs. a Depression? Examining the economic indicators that distinguish a recession from a depression, including GDP contraction, unemployment rates, and market performance. Historical Economic Downturns: Comparing past recessions and depressions, such as the Great Depression of the 1930s and the 2008 financial crisis, to understand patterns and recovery strategies. Causes of Economic Recessions and Depressions: Investigating key triggers such as financial crises, inflation, policy missteps, global trade disruptions, and pandemics. Impact on Everyday People and Businesses: Exploring how economic downturns affect job markets, wages, consumer spending, and small businesses. Government Interventions and Recovery Strategies: Analyzing the role of central banks, stimulus packages, interest rate adjustments, and fiscal policies in mitigating economic downturns. The Future of Economic Stability: Discussing current risks and potential warning signs for future recessions or depressions, and how governments and businesses can prepare. With economic uncertainty always a concern, understanding the factors that drive recessions and depressions is essential for making informed decisions at both the individual and policy levels. Connect with an expert about the economy: To search our full list of experts visit www.expertfile.com
March 12, 2025
2 min
Trade Wars: Economic Strategy or Risky Gamble for the U.S.?
As global markets become increasingly interconnected, trade wars have emerged as a high-stakes economic strategy with far-reaching consequences. A potential trade conflict between the U.S., Canada, and Mexico—key partners in the North American supply chain—raises critical questions about economic growth, job security, and consumer prices. While proponents argue that tariffs and trade restrictions protect domestic industries, critics warn of rising costs, retaliatory measures, and disruptions to vital industries such as agriculture, manufacturing, and technology. Understanding the impact of trade wars is essential to assessing the future of North American economic relations, with key areas of interest including: The economic implications of tariffs on American businesses, workers, and consumers How a trade war with Canada and Mexico could impact the USMCA agreement and cross-border trade The industries most vulnerable to supply chain disruptions and retaliatory tariffs The historical impact of past trade wars on economic growth and stability The role of globalization and shifting alliances in modern trade policies Potential winners and losers: Which sectors stand to benefit, and which face economic hardship? This issue presents a timely and complex discussion about economic policy, international relations, and the future of North American trade. Connect with an expert about trade and trade wars: To search our full list of experts visit www.expertfile.com
March 04, 2025
1 min
Tariffs are coming - and our experts can help with your coverage
The steel and aluminum industries are fundamental to the strength and stability of the U.S. economy, playing a critical role in infrastructure, manufacturing, and national security. These industries support millions of jobs, drive technological advancements, and serve as key components in everything from automobiles and construction to defense systems and clean energy. As global trade policies, sustainability efforts, and economic shifts impact these sectors, their significance continues to grow, making them a critical topic for public discourse. Journalists covering this issue can explore: The economic impact of steel and aluminum manufacturing on American jobs and industries Trade policies, tariffs, and their effects on domestic production and global competition The role of steel and aluminum in national security and defense manufacturing Innovations in sustainable metal production and efforts to reduce carbon emissions Supply chain challenges and how they affect construction, automotive, and technology sectors The future of American steel and aluminum in a rapidly evolving global economy This topic offers rich opportunities for coverage, highlighting the industries' influence on economic stability, innovation, and national security. Connect with an expert about the aluminum and steel industries: To search our full list of experts visit www.expertfile.com
February 10, 2025
1 min
Avian Flu: Understanding the Threat and Global Response
Avian influenza, commonly known as bird flu, is a highly contagious viral infection that affects birds but has the potential to spread to humans and other animals. With recent outbreaks raising concerns among health officials worldwide, understanding the origins, transmission, and potential risks of avian flu is critical for public health preparedness. The virus poses significant threats to global food supply chains, economic stability in agriculture, and pandemic prevention efforts. As governments and health agencies monitor the situation, the public must stay informed about the latest developments and protective measures. Key story angles include: Origins and Evolution of Avian Flu: How the virus emerges, mutates, and spreads among birds and humans. Public Health Risks and Prevention Measures: Assessing the likelihood of human transmission and the effectiveness of vaccines and treatments. Economic Impact on Poultry and Agriculture: How outbreaks affect food production, trade restrictions, and industry regulations. Global Response and Preparedness Efforts: What governments and health organizations are doing to contain outbreaks and prevent a pandemic. Wildlife and Environmental Factors: The role of migratory birds in spreading avian flu and the impact of climate change on disease patterns. Lessons from Past Outbreaks: Comparing the current situation to previous bird flu strains and what history teaches us about managing the threat. As concerns over avian flu grow, staying ahead of the science and policy responses will be key to safeguarding public health and economic stability worldwide. Connect with an expert about avian flu: To search our full list of experts visit www.expertfile.com
February 09, 2025
1 min
ExpertSpotlight: Tariffs and Trade Wars
Tariffs and trade wars have long been powerful tools in international relations, influencing everything from consumer prices to global supply chains. As nations impose duties on imports and retaliate with countermeasures, economies can experience ripple effects that impact businesses, jobs, and everyday consumers. Understanding how tariffs work and why trade wars escalate is essential for grasping the complexities of global commerce and national economic policies. With ongoing disputes between major economies, this topic remains highly relevant to the public. Key story angles include: What Are Tariffs and How Do They Work? A breakdown of tariffs, their purpose, and their impact on industries and consumers. Historical Trade Wars and Their Consequences: Examining past trade disputes, their economic fallout, and lessons learned. U.S.-China Trade Relations: Analyzing the impact of tariffs between the world’s two largest economies and their influence on global markets. The Role of Tariffs in Domestic Job Creation: Investigating whether tariffs protect local industries or lead to unintended economic consequences. How Trade Wars Affect Everyday Consumers: Exploring how tariffs on goods like electronics, food, and automobiles translate to higher prices. The Future of Global Trade Agreements: Discussing potential shifts in international trade policies and their implications for businesses and governments. As countries navigate economic policies in an increasingly interconnected world, tariffs and trade wars remain central to discussions on financial stability, political strategy, and economic growth. Connect with an expert about trade and tariffs: To search our full list of experts visit www.expertfile.com
January 29, 2025
1 min
The History and Strategic Significance of Greenland
Greenland, the world's largest island, holds a fascinating history and a crucial role in global geopolitics. With its deep connections to Inuit heritage and colonial ties to Denmark, Greenland's past reflects a narrative of resilience, adaptation, and evolving autonomy. Today, it is not just a cultural and historical landmark but also a strategic asset in military and security considerations. Its location between North America and Europe, coupled with its rich natural resources, makes Greenland a focal point for Arctic sovereignty, climate research, and geopolitical maneuvering. Key story angles of interest include: Greenland's colonial history and its path to greater autonomy within the Kingdom of Denmark The island's role in World War II and the Cold War as a strategic military outpost Thule Air Base: the U.S. military presence and its implications for NATO Greenland’s vast natural resources and their impact on international relations The growing importance of Arctic territories in global security strategies How climate change is transforming Greenland's geopolitical and economic significance Connect with an expert about Greenland: To search our full list of experts visit www.expertfile.com
January 11, 2025
1 min
Santa Ana Winds: Nature's Power and Its Impacts on Communities
The Santa Ana Winds, a defining phenomenon of Southern California, are more than just a weather pattern—they are a powerful force shaping the region's environment, safety, and culture. These hot, dry winds can dramatically exacerbate wildfire risks, affect air quality, and even influence human behavior. Understanding the Santa Ana Winds is vital for addressing broader issues of climate change, disaster preparedness, and community resilience. Their far-reaching effects provide journalists with a range of compelling story angles, such as: The meteorological science behind the Santa Ana Winds and why they occur Their role in intensifying wildfires and efforts to mitigate these risks Health impacts, including effects on air quality and respiratory conditions Psychological and behavioral studies linked to wind-driven stress and aggression Historical and cultural significance of the Santa Ana Winds in Southern California How climate change might alter the frequency and intensity of these winds If you're covering the massive fires in California, let us help with your ongoing coverage. Connect with an expert about the Santa Ana Winds: To search our full list of experts visit www.expertfile.com
January 09, 2025
1 min
#ExpertSpotlight: Dry January
As the New Year begins, millions are embracing "Dry January" – a challenge to abstain from alcohol for 31 days. This growing global movement is more than just a trend; it highlights the broader conversation about health, wellness, and lifestyle choices. Participating in Dry January has been linked to significant benefits, including improved physical and mental health, financial savings, and a greater awareness of alcohol's role in daily life. By exploring this topic, journalists can engage audiences in discussions about healthier living while addressing larger societal and cultural themes, such as: The short- and long-term health benefits of reducing alcohol consumption How sobriety challenges promote mental health and mindfulness Financial impacts of abstaining from alcohol for a month The rise of non-alcoholic beverage trends and innovations Societal perceptions of alcohol and shifting drinking norms Stories of personal transformation inspired by Dry January Covering - we can help! Connect with an expert about Dry January To search our full list of experts visit www.expertfile.com
January 08, 2025
1 min
